ABLE03-25_-_FINAL_RFP_(08-18-25).pdf

CALIFORNIA ACHIEVING A BETTER LIFE EXPERIENCE ACT BOARD

ADDRESS

901 P Street, Suite 413 Sacramento, CA 95814

PHONE

(916) 653-1728

EMAIL

calable@treasurer.ca.gov

WEB

www.treasurer.ca.gov/able www.CalABLE.ca.gov

MEMBERS

FIONA MA, CPA

State Treasurer

MALIA M. COHEN

State Controller

JOE STEPHENSHAW

Director of Finance

KIM RUTLEDGE

Director, Department of Rehabilitation

PETE CERVINKA

Director, Department of Developmental Services

JULIE GAONA

Chairperson, State Council on

Developmental Disabilities

LIGIA ZUNIGA

Chairperson, State Independent Living Council

EXECUTIVE DIRECTOR

THOMAS MARTIN

Achieving a Better Life Experience (“ABLE”) Act Board

Request for Proposals No. ABLE03-25 Marketing Services

Notice to Prospective Firms

August 18, 2025

You are invited to review and respond to this Request for Proposals No. ABLE03-25 (“RFP”) for Marketing Services.

Proposals for these Services must comply with the instructions included in the RFP. The RFP includes the Sample Standard Agreement the selected firm will be expected to execute. The Agreement that will be entered into with the State of California (“State”) will include by reference the General Terms and Conditions and Contractor Certification Clauses which may be viewed and downloaded online at https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services- Resources-List-Folder/Standard-Contract-Language. THE GENERAL TERMS AND

CONDITIONS AND ALL EXHIBITS THAT ARE A PART OF THE SAMPLE STANDARD

AGREEMENT ARE NOT NEGOTIABLE. By submitting a proposal, your firm agrees to the terms and conditions stated in this RFP. Any proposal submitted with proposed changes to the Standard Agreement’s Terms and Conditions may be considered nonresponsive and rejected by the ABLE Act Board.

All responses to this RFP must be submitted in hard copy and received by the Board no later than 3:00 p.m. Pacific Time (“PT”) on Friday, September 12, 2025, Fax submissions will not be accepted. The ABLE Act Board does not accept any responsibility for any proposals that are not submitted to the Board by the indicated deadline.

mailto:calable@treasurer.ca.gov http://www.treasurer.ca.gov/able http://www.calable.ca.gov/ https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language

All proposals must be mailed or delivered to:

ABLE Act Board 901 P Street, Suite 413 Sacramento, CA 95814

Attention: Thomas Martin, Executive Director

In the opinion of the ABLE Act Board, this RFP is complete and without need of explanation. However, if you have questions or should you need any clarifying information, contact staff by email at calable@treasurer.ca.gov. All questions must be submitted by email by 12:00 p.m. PT on Friday, August 22, 2025.

Please note that no verbal information given will be binding upon the State unless such information is issued in writing as an official addendum to this RFP.

PLEASE CAREFULLY READ THE RFP AND FOLLOW THE INSTRUCTIONS.

TABLE OF CONTENTS

1. PURPOSE AND DESCRIPTION OF SERVICES

1.1 Scope Overview

1.2 Background

1.3 Scope of Work

1.4 Term of Agreement

2. MINIMUM QUALIFICATIONS FOR FIRMS

3. PROPOSAL REQUIREMENTS AND INFORMATION

3.1 Schedule (Key Action Dates)

3.2 Questions and Answers

3.3 Content and Format of Proposals

3.4 Submission of Proposals

3.5 Evaluation Process

3.6 Award and Protest

3.7 Disposition of Proposals

3.8 Agreement Execution and Performance

4. LEGAL, DISCIPLINARY, AND CONFLICTS OF INTEREST DISCLOSURES ... 22

5. PREFERENCE AND INCENTIVE PROGRAMS

5.1 Small Business or Microbusiness Preference

5.2 Non-Small Business Preference

5.3 Target Area Contract Preference Act (TACPA)

5.4 Disabled Veteran Business Enterprise (DVBE) Incentive

6. REQUIRED ATTACHMENTS

Attachment 1 - Required Attachment Checklist Attachment 2 - Proposal/Firm Certification Sheet Attachment 3 - Cost Proposal Attachment 4 - Firm References and Subcontractor References Attachment 5 - Minimum Qualifications Certification Attachment 6 - Bidder Declaration (GSPD-05-105) Attachment 7 - Payee Data Record (STD. 204) Attachment 8 - Contractor Certification Clauses (CCC 04/2017) Attachment 9 - Darfur Contracting Act Certification Attachment 10 - California Civil Rights Laws Certification Attachment 11 - Generative Artificial Intelligence (GenAI) Notification Attachment 12 - Small Business or Microbusiness Preference (if applicable) Attachment 13 - Non-Small Business or Microbusiness Preference (if applicable)

Attachment 14 - Target Area Contract Preference Act (TACPA) (if applicable) Attachment 15 - Disabled Veterans Business Enterprise (DVBE) Program

Participation Instructions (if applicable) Attachment 16 - Key Personnel Resumes Attachment 17- Content and Format Certification

7. SAMPLE STANDARD AGREEMENT

Standard Agreement (STD. 213 Form) Exhibit A - Scope of Work Exhibit A, Attachment 1 – Key Personnel Resumes Exhibit B - Budget Detail and Payment Provisions Exhibit B, Attachment 1 – Cost Proposal Exhibit C - General Terms and Conditions (GTC 02/2025) Exhibit D - Special Terms and Conditions

RFP No. ABLE03-25

1. PURPOSE AND DESCRIPTION OF SERVICES

1.1 Scope Overview

The California Achieving a Better Life Experience Act Board (“CalABLE Act Board”, “Board”, or the “State”) is the administrator of California’s 529A Qualified ABLE Program as defined in Welfare and Institutions Code section 4875(k) (“CalABLE Program” or “Program”), and the State agency responsible for the effective and efficient administration of the California ABLE Program Trust (“Trust”).

A qualified marketing services firm is needed to provide the Board with assistance with the development of marketing, communications, and public relations services. Draft a marketing plan to assist with the promotion of the Program branding, design, and assistance with the planning of program related activities. The goal of obtaining these services is to increase the awareness and new funded accounts of the CalABLE Program in California and nationally through marketing, branding, and outreach activities. These activities include a range of marketing approaches designed to educate and raise awareness among targeted consumer groups, including, but not limited to:

• Adult individuals with disabilities;

• Parents and guardians of children with disabilities;

• Members of underrepresented racial, cultural, ethnic, geographic, and linguistic groups with disabilities;

• Recipients of benefits such as Supplemental Security Income (SSI) and Social

Security Disability Insurance (SSDI);

• Clients of service providers, such as regional centers, independent living centers, family resource centers, assisted living programs, and healthcare providers;

• Individuals (including veterans) with disabilities that began between the ages of 26 and 45 who will become eligible January 1, 2026; and

• Working adults, including those with disabilities and those who support loved ones with disabilities.

Connecting with these consumers will require marketing to, and collaboration with, service providers, other government agencies, financial advisors, advocacy groups, and disability centric publications and media services. The purpose of this marketing is to generate growth in the CalABLE Program in over two years, and, if amended, up to one additional year. The success of this contract will be primarily measured through the number of CalABLE accounts generated, the increase in assets across CalABLE accounts, and greater public awareness of the Program.

The selected firm will be a crucial partner in the next phase of CalABLE’s growth.

CalABLE needs a capable, effective marketing services firm to navigate its future. The selected firm will be responsible for implementing CalABLE’s financial needs assessment of the disability community while adding industry expertise to best connect with prospective account holders and their families. CalABLE is looking for a partner that already has the experience necessary to immediately begin updating and implementing marketing plans, with strategies, tactics, and knowledge that exceed what CalABLE can achieve on its own.

The marketing services firm will work at the direction of the Board through the delegated authority to the Executive Director and CalABLE staff. This oversight will ensure that critical components of the Program are integrated into a comprehensive marketing/outreach effort, consisting of strategic marketing goals and approximately 22,000 participants enrolled in funded accounts by July 31 2027. Firms who employ individuals with disabilities are strongly encouraged to apply. More information about the Board and the CalABLE Program can be found online at www.treasurer.ca.gov/able. The contract will be implemented in October 2025.

1.2 Background

The California Legislature authorized creation of the Board, Program, and Trust in 2015 (Welfare and Institutions Code section 4875 et seq. (“Act”)), intending it to be a qualified ABLE program as defined in Section 529A of the Internal Revenue Code of 1986, as amended (“IRC”). The Act authorizes Trust investments for a beneficiary’s savings for qualified disability expenses. The Board was established to administer the State’s qualified ABLE program.

The Board is the State entity responsible for effective and efficient administration of the Trust. The seven-member Board expects to meet quarterly. Meetings are held in accordance with the California Bagley-Keene Open Meeting Act and will generally be held in Sacramento, California, at the State Treasurer’s Office, 901 P Street, but may also be held at other locations.

CalABLE launched in 2018 and is now one of the largest independent ABLE Plans in the nation. As of August 1, 2025, CalABLE had 15,166 accounts and over $200,000,000 in assets under management. The Program’s average account balance, as of August 4, 2025, is $13,833.

CalABLE has broadly identified the current market demographics and is looking to increase market share. Per statutory changes, in January 2026, the age of onset of an eligible disability will increase to 46 from the current age of 26. This change will create a new, previously unreached market that requires further strategizing and better community connections. This expansion represents a significant change in CalABLE’s target audience, increasing the number of eligible individuals with disabilities by approximately 50%. It is important that a prospective bidder consider how to best target this specific sub-population.

CalABLE is also looking to expand into additional underserved communities.

CalABLE’s main marketing website is available in English and Spanish, with some materials in additional languages. Until recently, CalABLE’s account portal was only available in English, but is now available in eight additional languages, including Spanish, Korean, and Chinese. Again, with the right community connections, this allows for CalABLE to significantly expand its eligible population.

1.3 Scope of Work

Under the supervision and direction of the Board and its Staff, the marketing services firm will assist the Board in the design and implementation of a marketing plan for education, enrollment, and outreach efforts in the state and on a national level as outlined in the Scope of Work (“SOW”) of this RFP. The marketing services firm will furnish all necessary personnel, office space, equipment, materials, services, transportation, and other necessary resources to perform the work described herein in a professional manner:

a) Client Service and Assigned Personnel

i. The Contractor will designate a dedicated key personnel team to serve the

Board.

ii. There will be a single primary Contractor, registered as an entity with the

Secretary of State, and able to conduct business in the State.

iii. The Contractor will have check-in meetings with CalABLE team as needed (up to on a weekly basis), during which the Contractor will report on deliverables, outcomes, and outstanding projects.

iv. If applicable, any subcontractors will work at the Contractor’s direction, as its agent. The Contractor will be responsible for managing the subcontractors’ work, and the subcontractors will only meet and work directly with CalABLE staff at CalABLE’s discretion.

v. The Contractor will ensure that the quality and availability of all personnel assigned to perform services under the Agreement will be maintained over the term of the Agreement. Replacements must have substantially the same or better qualifications and experience than the original personnel.

vi. The Contractor must notify the Board of any changes to assigned personnel as they occur. Such changes include reassignments, resignations, terminations, additions, or other changes to the employment status or composition of the professionals assigned to the team.

vii. The Contractor must attend Board meetings when notified by the Board or be represented at all Board meetings (currently held quarterly) unless otherwise notified by the Board Chair or their designee. The Contractor must provide quarterly Program-related reports as requested by the Board or Program Staff, with additional reports as requested.

viii. The Contractor must also respond to the need for telephone consultation within a 24-hour period and be available at minimum to meet with the Board with no greater than 10 days’ notice, and to Program Staff between the hours of 8 a.m.

to 5 p.m. PT.

b) General Compliance

i. The Contractor will provide work product and materials that demonstrate cultural competence and are designed in compliance with the Americans with Disabilities Act (“ADA”), Sections 7405 and 11135 of the California Government Code, Web Content Accessibility Guidelines 2.1 including future updates (“WCAG”) for people with disabilities, and inclusive language (frequently "People First"). All digital materials must include an accessibility certificate, such as a passed accessibility report for a PDF file.

A. Work product and materials include, but are not limited to: PowerPoint presentations, marketing plans, program branding, multi-language survey tools, text, graphic design, advertisements, flyers, and special event materials. Unless otherwise requested, all work materials shall use Arial font. All digital materials shall be compatible with all major operating systems including, but not limited to, Microsoft Windows, Macintosh, Android, and iOS.

ii. All services (other than those provided by remote workers) shall be performed at the offices of the Contractor, appropriate affiliates, subsidiaries and subcontractors. The Contractor, affiliates, subsidiaries and subcontractors must provide services in compliance with all federal and State laws and regulations.

c) Marketing Services

i. The Contractor must work with the Board, Executive Director, and CalABLE staff, as well as key internal partners such as the 529A Program/Plan Manager (Vestwell State Savings, LLC), the staff of the California State Treasurer’s Office (including the Communications Office), and the Board’s other contractor(s) at the Board’s request to develop an annual Marketing Plan that describes targeted education and outreach campaigns to ensure enrollment numbers meet the expectation of approximately 22,000 participants enrolled in funded accounts by July 31, 2027.

ii. The Contractor must work with the Board, Executive Director, CalABLE staff, and internal partners to design and implement cost-effective marketing campaigns that use existing and prospective networks, including indirect channels via organizational partnerships. These campaigns should be strategically designed to reach target communities identified by the Board.

These campaigns may include, but are not limited to, print, broadcast, digital, online, website, social media, and email promotional vehicles, as well as community outreach activities. The Contractor must monitor and report to the Board on the effectiveness and/or shortcomings associated with each campaign https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?sectionNum=7405.&lawCode=GOV https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?sectionNum=11135.&lawCode=GOV https://www.w3.org/WAI/GL/wiki/WCAG_2.1_QA_Checklist https://www.w3.org/WAI/GL/wiki/WCAG_2.1_QA_Checklist activity using quantitative data where possible, such as the number of new enrollments and growth in assets.

iii. Each marketing campaign must include a work plan, marketing methodologies, concept development, outreach strategies, timeline for development and implementation, benefit to the overall Program mission, and an estimated budget within the constraints of the Board. Marketing budgets will not carry over into the following fiscal year and direct costs shall be spent proportionately within each quarter or according to the marketing campaign as directed by the Board.

iv. The Contractor must assist with the Board, Executive Director, CalABLE staff, and internal partners by helping coordinate efforts to market to, or collaborate with, interested parties. These parties include service providers, other government agencies, financial advisors, advocacy groups, and disability centric publications and media services. The Contractor will take CalABLE’s existing market knowledge and, to the extent necessary, perform market research to help CalABLE identify potential partner organizations. The Contractor must design materials with specialized messaging for these parties, including translated materials for different target groups as necessary. The Contractor will support efforts to develop partnerships with other parties, such as creating materials to encourage sponsorship of CalABLE (to include philanthropic support).

v. The Contractor must work collaboratively with the Board, Executive Director, CalABLE staff, and internal partners to develop and implement a marketing and public relations program in California and on a national scale that focuses on CalABLE’s eligible population. This marketing must include targeted efforts for key populations, creating tailored campaign materials relevant to them. These key populations include, but are not limited to:

A. Adult individuals with disabilities;

B. Parents and guardians of children with disabilities;

C. Members of underrepresented racial, cultural, ethnic, geographic, and linguistic groups with disabilities;

D. Recipients of benefits such as Supplemental Security Income (SSI) and

Social Security Disability Insurance (SSDI);

E. Clients of service providers, such as regional centers, independent living centers, family resource centers, assisted living programs, and healthcare providers;

F. Individuals (including veterans) with disabilities that began between the ages of 26 and 45 who will become eligible January 1, 2026; and

G. Working adults, including those with disabilities and those who support loved ones with disabilities.

vi. The Contractor must work to shape and project the image of the Program as a viable financial savings tool for people with disabilities in the state and nationally, including supporting the design of brand materials, such as logos, style guides, toolkits, factsheets and marketing taglines, as necessary. Existing brand materials will be available for the Contractor to use, and the Contractor will recommend changes to refresh or redesign elements where appropriate.

The Contractor shall conduct market research and create survey data to quantify public awareness of the Program.

vii. Identify and develop financial literacy educational materials that promote opening or maximizing a CalABLE account to gain future financial independence.

viii. The Contractor must work collaboratively with the Board, Executive Director, CalABLE staff, and internal partners to develop and implement a biannual Ambassador campaign with current CalABLE account holders. The 2026 Ambassador campaign is scheduled to release on or about January 2026.

ix. Identify and develop an awareness campaign using relevant influencers or other spokespersons (paid or unpaid) to promote CalABLE.

x. The Contractor shall advise the Board, Executive Director, CalABLE staff, and internal partners on the production of promotional videos for CalABLE, including videos associated with marketing campaigns, the Ambassadors campaign, informational materials, and influencers.

xi. Provide work product and materials built around consistent messaging in the various promotional vehicles to drive stakeholder engagement through Program information-sharing.

xii. Assist and advise the Board, Executive Director, CalABLE staff, and internal partners on maintaining brand consistency in the production of newsletters and program updates for public consumption across various media channels, including internet and email, social media (e.g. Facebook, Instagram, and LinkedIn), and other channels with proven history of reaching the targeted audiences.

xiii. Identify and develop effective marketing materials that promote collaboration with disability groups nationally, statewide, and locally by building on existing programs with shared consumer interests to support the recruitment and retention of Program participants.

xiv.Assist the CalABLE staff with the development of social media posts, campaigns, materials, and strategies. Create at least two social media posts per week. Advise CalABLE staff on their development of additional organic social media posts, providing recommendations to improve visibility and effectiveness.

xv. The Contractor shall develop ads for social media and search engines, including advertising organic social media posts created by CalABLE staff.

d) Measurable Outcomes

i. The marketing conversions must support the enrollment strategy and will be measured on a biannual basis.

ii. Prepare weekly reports on paid advertising and media. This should include the number of impressions, clicks, google search results, other search engine results, and reach. Data may be sourced by the Contractor, CalABLE, or the Program Administrator.

iii. Prepare monthly reports on paid advertising and media. This should include demographic data, campaign updates and outcomes, social media data, key recommendations for marketing improvement, and, to the extent possible, the number of enrollments associated with marketing efforts.

iv. Prepare Quarterly reports for the Board and the Executive Director, collecting the information from the weekly and monthly reports and including analysis on marketing outcomes, campaign effectiveness, returns on investment, and any lessons learned to apply to future efforts. Prepare additional marketing reports as requested by the Board and the Executive Director to meet programmatic needs.

v. Marketing campaigns should be designed to achieve the estimated enrollment numbers outlined below.

Estimated Enrollment Increase Ranges Year 1 5,000 – 10,000 Year 2 6,000 – 12,000 Total 11,000 – 22,000 Each renewal year, if any 10,000 – 15,000

vi. Marketing campaigns not reaching the desired outcomes will be evaluated and a new strategy will be implemented.

1.4 Term of Agreement

The term of the Agreement entered into pursuant to this RFP, if any, will be for a two-year period beginning October 20, 2025, through October 19, 2027, services shall not exceed $500,000.00 ($250,000.00 per year.) At the Board’s sole discretion, there will be one-year option to extend this agreement for up to one (1) year and an additional $250,000.00, for a possible total term not to exceed three (3) years in the contractual amount of $750,000.00.

The Agreement will require approval by the Department of General Services (“DGS”).

In no event shall services be performed prior to approval by DGS.

2. MINIMUM QUALIFICATIONS FOR FIRMS

Each Firm must complete Attachment 5 certifying that it meets the following minimum qualifications. If the Firm’s proposal includes subcontractors, all subcontractors must also establish compliance with all minimum qualifications except subsection (a) below.

a) Firm must have a minimum of three (3) years of experience designing, producing, and implementing marketing communication services and outreach to the disability consumer demographics, or to other demographics that are comparably underrepresented and hard to reach.

b) Firm must be willing to tailor marketing campaigns to hard-to-reach target audiences, including individuals with disabilities, their families, and support organizations.

c) Firm must be qualified to do business in the State of California and must provide either (i) evidence of registration from the California Secretary of State or (ii) certification that no impediments to registration exist.

d) Firm, either on its own or in conjunction with subcontractor(s), must provide all of the services detailed under Sections 1.3(a)-(d) of the Scope of Work.

Desirable Qualifications

a) Firm has experience designing, producing, and implementing marketing communication services and outreach to the disability consumer demographics.

b) Firm has experience designing, producing, and implementing marking communication services and outreach in support of a 529A ABLE or other local, state, or federal government program that supports the disability community or other underrepresented and hard to reach demographics.

3. PROPOSAL REQUIREMENTS AND INFORMATION

3.1 Schedule (Key Action Dates)

All Proposers are hereby advised of the following schedule and will be expected to adhere to the required dates and times (all times listed are Pacific Time (PT).

Date Action Monday, August 18, 2025 RFP Available to Prospective Firms Friday, August 22, 2025, at 12:00 pm

Deadline to Submit any Written Questions

Wednesday, August 27, 2025 Answers to Written Questions Distributed Friday, September 12, 2025, at 3:00 pm

Deadline to Submit Proposals

Monday, September 15, 2025 – Friday, September 19, 2025

Evaluation of Proposals

Monday, September 22, 2025 – Friday, September 26, 2025

Possible Finalist Interviews

Monday, September 29, 2025 Notice of Intent to Award Contract Monday, October 20, 2025 Anticipated Commencement of Contract

(pending Board and DGS approval)

The Board reserves the right to change the above dates and times, and, if so, CalABLE may modify this RFP prior to the date fixed for submission of proposals by the issuance of an addendum. CalABLE will also provide post updates online at www.treasurer.ca.gov/able and https://caleprocure.ca.gov/pages/index.aspx.

CalABLE reserves the right to reject all proposals and not award an Agreement.

3.2 Questions and Answers

In the opinion of the Board, this RFP is complete and needs no further explanation.

However, if you have questions, or should you need any clarifying information, you may submit written questions no later than 12:00 p.m. PT on Friday, August 22, 2025, by email to calable@treasurer.ca.gov.

Answers to all written questions received by 12:00 p.m. PT on Friday, August 22, 2025 will be available online at www.treasurer.ca.gov/able and on Cal eProcure at https://caleprocure.ca.gov/pages/index.aspx by close of business on Wednesday, August 27, 2025.

3.3 Content and Format of Proposals

a) Proposals should provide straightforward and concise descriptions of the Firm’s ability to satisfy the requirements of this RFP. To receive the maximum scores, the proposal should be complete and accurate, and each question or topic (prompt) must be included with the answer and answered in numerical order as outlined in the RFP. For example, the response to the first prompt in section 3.3.1 should be prefaced by the following:

3.3.1 a) Provide an overview of the Firm including mission statement and vision statement, and number of years of experience providing consultation. How http://www.treasurer.ca.gov/able https://caleprocure.ca.gov/pages/index.aspx mailto:calable@treasurer.ca.gov https://caleprocure.ca.gov/pages/index.aspx does the Firm’s mission statement and vision statement align with CalABLE’s mission statement?

The font must be 12-point Arial, with the exception of any text from a brand logo, an image, or an example of a prior marketing campaign. The proposal must have 1-inch margins throughout (including in the marketing portfolio), be single spaced, use a portrait layout, and not have excessive typographical errors. Excluding resumes and attachments, the proposal’s maximum page number is 45 pages, which includes a maximum of 25 pages for the marketing portfolio. Each page must be numbered. Submissions must be accessible in accordance with the ADA and must use plain language.

Proposals that are electronically submitted or include substantive inaccuracies or misstatements shall be considered nonresponsive and rejected.

CalABLE’s work must strictly adhere to certain standards to best support the disability community; failure to do so may make CalABLE’s materials inaccessible or unusable. For this reason, it is imperative that bidders follow all instructions regarding the content and format of proposals. Please review instructions in this RFP closely. CalABLE reserves the right to reject, or deem partially or wholly nonresponsive, any proposals that materially fail to follow any instructions, including, but not limited to, instructions related to content, format, and ADA compliance.

b) In preparing Proposals, Firms should:

i. Include a cover letter with the following items:

A. The name, address, email, and phone numbers of the principal contact responsible for the oversight of the Agreement. Indicate the availability of this person for meetings with the Board.

B. The name, address, email, and phone numbers of the project representative who will be available to the Board on a day-to-day basis during the term of the Agreement.

C. The name, address, email, and phone numbers, and name of a key contact at each partner and subcontractor.

ii. Using the instructions in Section 3.3 a), include the prompt and response to each prompt in Sections 3.3.1–3.3.3 in the same order as listed in this RFP.

Prompts should be answered for each relevant partner or subcontractor to the extent applicable.

c) Questions in Section 3.3.1 are intended to demonstrate the Firm’s qualifications.

Points will be awarded for the Firm’s response(s) to each question. The allocation of points is defined in Section 3.5 of this RFP entitled “Evaluation Process.”

3.3.1 Background, Organization, and Personnel (Maximum 10 points)

a) Provide an overview of the Firm including mission statement and vision statement, and number of years of experience providing consultation. How does the Firm’s mission statement and vision statement align with CalABLE’s mission statement?

b) Provide a brief history of the Firm. Describe the organizational structure and explain how this structure will be used to perform the requirements of this contract. Explain the advantages of this structure.

c) Identify the personnel who will be providing the services if awarded the contract, including years and type of experience for each person. Experience should include number of years at the current firm as well as all prior relevant employment. This applies to all staff of subcontractors, if any. The contractor is expected to ensure that the quality and availability of personnel assigned to perform services under the contract will be maintained over the term of the contract. Replacements must have substantially the same or better qualifications and experience than the original personnel. Any change in assigned personnel must be pre-approved by the Board.

i. Identify the job title/classification and role each person will serve in the contract and his/her title. All job titles/classifications must be reflected in the Cost Proposal (Attachment 3).

ii. Provide detailed resumes (Attachment 16) for the individuals that will be directly involved in providing the services under the contract, including any proposed subcontractors and their employees, if any.

iii. Indicate who will have ultimate responsibility for this contract. Indicate the availability of this person for live or telephone meetings with the Board.

Describe the Firm’s backup procedures if the primary person assigned to this account leaves the firm or is otherwise unavailable.

3.3.2 Experience/Expertise in Marketing Services (Maximum 30 points),

a) Describe the Firm’s experience in providing marketing and communications services to boards, other types of governmental bodies/entities, or other entities marketing to hard-to-reach demographics. Include the names of the boards/entities and the size of the programs the Firm provided services for.

b) CalABLE is currently the third-largest ABLE program in the nation. What special expertise does the Firm bring to make CalABLE the largest ABLE program in the 529A marketplace?

c) Describe the Firm’s ability to assist the Board in developing and implementing the CalABLE Program marketing and communications plan. Describe the Firm’s ability and commitment to make the resources available to avoid any resource constraints against competing client priorities or engagements.

d) In general, what types of changes would you recommend to CalABLE’s current marketing materials and/or website to improve marketing? With these changes, describe how the Firm would use account holder data and demographics to create a marketing campaign to reach an enrollment growth of 22,000 new funded accounts by July 31, 2027.

e) Describe any ways in which you would propose to work with national and California-based disability advocacy and service provider groups to reach eligible individuals and their family members to promote CalABLE awareness and participation. Please indicate any existing or prior partnerships the Firm has that may be relevant and could be leveraged.

f) Are there any items in the SOW the Firm would not be able to provide? If so, would these items be subcontracted, and who would be the subcontractor(s) for each item?

g) CalABLE is looking to expand outreach in languages besides English, including Spanish but especially Chinese, Korean, Vietnamese, Tagalog, and Russian, among others. Describe the Firm’s experience interacting with, and preparing materials for, non-English speakers and people of varying cultural and ethnic identities, including those with disabilities. How has the Firm tailored marketing campaigns for these audiences?

h) How would you incorporate influencers or other paid or unpaid spokespersons as part of the CalABLE marketing strategy? How would you leverage social media?

i) Provide a marketing portfolio with samples of print materials (e.g., brochures, direct mail pieces, posters, customer survey forms), non-print materials (e.g., broadcast media such as online, digital, social media, Internet, TV and radio), and any other materials that provide examples of the Firm’s design abilities and experience with public campaigns. This marketing portfolio must include two recent examples of marketing, branding, and outreach activities developed by the Firm that represents persons with disabilities or other demographics that are comparably underrepresented and hard to reach.

3.3.3 Marketing Campaigns (Maximum 20 points)

a) Using the table below, provide up to three examples of recent similar marketing campaigns you have completed. Duplicate the table for each example.

Preference will be given to firms that provide examples demonstrating experience in marketing to individuals with disabilities and/or marketing in support of 529A ABLE or other local, state, or federal government programs.

Marketing Campaign [#1]

Name of client/program Contact information for client reference who can speak to your marketing campaign

Description of Campaign (100 words max.)

Types of marketing materials or media used

Number of impressions Number of conversions (if applicable)

Month/year of campaign Time it took to complete campaign Was campaign successful? Why or why not? How was success measured?

b) Confirm your ability to grow CalABLE by adding 22,000 new funded accounts by July 31, 2027. This is an ambitious target. What specific challenges related to the Firm, the program, the market, or other internal or external factors would potentially impact your ability to meet this deadline?

c) Provide a list of proposed deliverables to add 22,000 new funded accounts and increase overall awareness of the CalABLE plan. Using the table below, specify how the firm will achieve the estimated year 1 account number. Complete the anticipated number of enrollments for each year. Modify the deliverables based on your proposal and what specific tactics the Firm intends to employ.

Deliverables Examples:

Digital Marketing Influencers Paid Media

Email marketing campaign / promotional emails Data-driven insights / reports and analytics

Estimated New Funded Accounts Ranges Year One Year Two Total Each renewal year, if any

d) Explain how the proposed cost proposal will be used to achieve the target of

22,000 new funded accounts.

3.3.4 Desirable Qualifications (Maximum of 10 Points)

Identify whether the Firm meets the desirable qualifications identified in Section 2.

Firms are not required to have experience in all areas.

Please state:

a) The Firm’s number of years of experience designing, producing, and implementing marketing communication services and outreach to the disability consumer demographics.

b) The Firm’s number of years of experience designing, producing, and implementing marking communication services and outreach in support of a local, state, or federal government program that supports the disability community or other underrepresented and hard to reach demographics.

c) The Firm’s number of years of experience designing, producing, and implementing marking communication services and outreach specifically in support of a 529A ABLE program.

3.3.5 References (Maximum of 5 Points)

a) Using the format in Attachment 4, provide the name, address, telephone number, contact name, and title for five (5) firms you have served within the last five years. Firms seeking points under Section 3.3.4 b) and/or c) must include at least one (1) reference from a local, state, or federal agency.

Additionally, provide three (3) references for each subcontractor you plan to use. Identify the individuals at Bidder’s Firm who were responsible for providing marketing services to these clients/entities. Submission of Attachment 4 is mandatory. Proposals that fail to submit Attachment 4 in its entirety shall be considered nonresponsive and rejected.

3.3.6 Cost Proposal (Maximum of 30 Points)

Use Attachment 3 (Cost Proposal) as a guide in completing your cost proposal for each year of the contract term (including the optional extension year), which will be a full and final estimate. The Board expects the total amount of the contract not to exceed $750,000.00 for this potential three-year contract. Review this section and the calculations in your Cost Proposal carefully. Mathematical errors may be corrected by the Board. Please review the instructions in Attachment 3 prior to completing the Cost Proposal. Do not make any modifications to the Cost Proposal form except as instructed.

3.4 Submission of Proposal

a) All proposals must be submitted in hard copy under sealed cover and received by the Board by 12:00 p.m. PT on Friday, September 12, 2025. Proposals received after this date and time will not be considered. Proposals received by fax or email will be rejected.

b) One (1) unbound original and three (3) unbound copies of the proposal must be mailed or delivered to the following address:

Attention: Thomas Martin, Executive Director

901 P Street, Suite 413 Sacramento, California 95814

c) The original proposal must be marked "ORIGINAL COPY" on the cover or first page. All documents contained in the original proposal package must have original signatures and must be signed by a person who is authorized to bind the Firm.

Proposals received by fax or email will be rejected. Please sign in blue ink to better distinguish the original documents.

d) The proposal envelopes must be plainly marked with the RFP number and title, Firm’s name and address, and "DO NOT OPEN," as shown in the following example:

Request for Proposals No. ABLE03-25

Marketing Services Firm Name

Firm Address Contact Person and Phone Number

“DO NOT OPEN”

e) If the proposal is made under a fictitious name or business title, Firm’s actual legal name must be provided.

f) Proposals not submitted under sealed cover and marked as indicated may be rejected.

g) Proposals that omit the Minimum Qualifications Certification that is included as

Attachment 5 will not be considered.

h) Proposals shall include each of the Attachments (if applicable) on the Required Attachment Checklist in Section 6. Proposals that do not comply with the requirements of the RFP shall be deemed nonresponsive. A nonresponsive proposal is one that does not meet the basic proposal requirements, and the Board reserves the right to reject it.

i) The Board reserves the right to reject all proposals and not to award an Agreement pursuant to this RFP.

j) Proposals must be submitted for the performance of all the services described in

Section 1.3, Scope of Work, subsections (a)-(d). Any deviation from the work specifications will not be considered and may cause a proposal to be rejected.

k) A proposal may be rejected if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. The Board may reject any or all proposals and may waive any immaterial deviation in a proposal. The Board’s waiver of immaterial defects shall in no way modify the RFP document or excuse the Firm from full compliance with all requirements if awarded the Agreement.

l) The Firm is solely responsible for the costs of developing proposals and costs incurred in anticipation of award of the Agreement. Those costs shall not be charged to the Board.

m) An individual who is authorized to bind the proposing Firm contractually shall sign Attachment 2, the Proposal/Firm Certification Sheet. The signature must indicate the title or position that the individual holds in the Firm. An unsigned proposal may be rejected.

n) A Firm may modify a proposal after its submission by withdrawing its original proposal and resubmitting a new proposal prior to the proposal submission deadline as set forth in the Schedule (Key Action Dates) in Section 3.1 of this RFP. The submission of a new proposal must comply with the requirements in this section.

Proposal modifications offered in any other manner, oral or written, will not be considered.

o) A Firm may withdraw its proposal by submitting a written withdrawal request to the

Board, signed by the Firm or an agent authorized in accordance with subsection

(m) above. A Firm may thereafter submit a new proposal prior to the proposal submission deadline as set forth in the Schedule (Key Action Dates) in Section 3.1 of this RFP. Proposals may not be withdrawn without cause subsequent to the proposal submission deadline. The submission of a new proposal must comply with the requirements in this section. Proposal modifications offered in any other manner, oral or written, will not be considered.

p) The Board may modify this RFP prior to the date fixed for the submission of proposals by the issuance of an addendum to all potential Proposers providing contact information, including an email address and phone number. The contact information should be provided to Thomas Martin at calable@treasurer.ca.gov by Wednesday, August 27, 2025, when the Board will provide answers to any questions submitted in accordance with Section 3.2 of this RFP.

q) Upon the announcement and release of this RFP and until selection of the winning Proposal (and notice of intent to award the Agreement), Proposers are not permitted to communicate with the Board, its Staff, or its Consultants with respect to the RFP except in connection with the process and procedures related to the RFP. Any allowable communication must be directed to CalABLE at calable@treasurer.ca.gov.

r) After the deadline for submission has passed, the Board may also request, and the

Firm must provide an accessible digital copy of the proposal, which must be submitted via email to calable@treasurer.ca.gov. The digital copy must include: (i) a separate Microsoft Word file containing the Firm’s Cost Proposal (Attachment 3 to this RFP), and (ii) a separate Microsoft Word file containing any resumes (Exhibit A, Attachment 1) submitted with the Firm’s proposal. The digital copy shall not be submitted unless and until requested by the Board.

s) Firms are cautioned not to rely on the Board to discover and report to Firms any defects and/or errors in the submitted documents. Before submitting proposals, Firms should carefully review, correct all errors, and confirm compliance with all the RFP requirements.

t) More than one proposal from any firm, organization, partnership, corporation, or association under the same or different names will not be considered. Reasonable grounds for believing that a Firm has submitted more than one proposal for the work contemplated herein will cause the rejection of all proposals submitted by that Firm. If there is reason for believing that collusion exists among Firms, none of the participants in that collusion will be considered in this or future procurements.

u) Firms are welcome to submit bids that include subcontractors, as their agents.

However, the submitting Firm must be the primary contractor, performing at least 51% of the work, and is responsible for the bid and, if selected, the resulting contract and performance. The sample Standard Agreement has language specific to subcontractors.

mailto:dante.allen@treasurer.ca.gov

v) Where applicable, Firms should carefully examine work sites and specifications.

Additions or increases to the Agreement amount shall not be made due to a lack of careful examination of work sites and specifications.

w) Oral understanding or agreement shall not be binding on either party.

3.5 Evaluation Process

a) All proposals will be reviewed by an Evaluation Committee. The initial review of the proposals will confirm that all information has been submitted in conformity with the requirements of this RFP. The absence of required information, excessive grammatical or typographical errors, or noncompliance with ADA accessibility standards will cause a proposal to be deemed nonresponsive and may result in the proposal’s disqualification. Proposals that do not accept the Terms and Conditions contained in the Standard Agreement may be considered nonresponsive and rejected by the Board. Responsive proposals will be scored according to criteria herein.

b) The evaluation committee will allot points for each scored category of the RFP, up to 100 points. The scoring will be done in two phases. The first phase will be worth 100 points, with all items being scored with the exception of the Interview portion.

The Proposers eligible for the second phase may be contacted if the optional interviews are held.

c) Optional Interview (Maximum of 70 additional points)

Answers provided to questions during the interview will be the basis for awarding up to 70 points. The Proposers with the top three highest scoring proposals may be interviewed. If CalABLE holds interviews it will interview the top three highest scoring proposals, with the discretion to potentially interview the fourth-ranked Proposer as well. CalABLE reserves the right to not conduct interviews if deemed unnecessary to the selection of a Marketing Services Firm.

d) Proposers’ second phase score will be added to the first phase score, and the responsive and responsible proposal earning the highest total score will be announced as the winner. The weighting of the Cost Proposal evaluation will be adjusted to an additional 30 points if an interview is granted, to retain the necessary 30-percent weighting margin for cost.

The scored categories and the corresponding weighting of each scored category is as follows:

Evaluation Criteria Weighting Background, Organization and Personnel 10 points

Experience/Expertise in Marketing Services 30 points Marketing Campaign 25 points Desirable Qualifications 10 Points References 5 Points

Cost Proposal 30 points [60 total points if interviews are held]

Total 100 points Optional Interview Additional 70 points Total Possible Points 200 points

e) The following point scale will be used as a guideline to score the responses to each scored category except with regard to cost.

Percent of Maximum Score Allotted to Particular Weighted Criterion 100% Excellent response backed by demonstrated ability.

80% Good response backed by demonstrated ability.

65% Fair response backed by demonstrated ability.

40% Poor response.

0% Response does not demonstrate ability.

Please note that the written portions (with the exception of the cost proposal) will include an evaluation of the readability, presentation, accessibility, and professionalism of the writing. Proper grammar and spelling, as well as the use of plain language, are required for a response to be considered excellent and receive the maximum score.

f) Cost Proposal / Evaluation Formula

Lowest cost proposal, based on the estimated Total Cost Proposal for Contract Term from Attachment 3, is awarded the maximum cost points.

The proposal with the lowest Cost Proposal shall be awarded a maximum 30 points for Question (1). Other proposals shall be awarded points based on the following calculation:

(Lowest Firm’s Cost Proposal) / (Other Firm’s Cost Proposal) = (Factor)

Cost Points awarded to Other Firm = (Factor) x (Maximum Points)

EXAMPLE:

A maximum of 30 points is available for Question (a). The Firm with the lowest Cost Proposal receives the maximum 30 points.

Lowest Firm’s Cost Proposal= $562,500.00

Other Firm’s Cost Proposal= $750,000.00

(Lowest Firm’s Cost Proposal / Other Firm’s Cost Proposal) = $562,500.00

/ $750,000.00 =0.75

Points awarded to Other Firm = 0.75 x 30 maximum points = 22.50 points

Proposals submitted with a cost proposal that fails to meet any of the specified requirements in this RFP, or in a form other than as provided for in Attachment 3, shall be considered non-responsive and rejected.

g) Firms shall…