1._Request_For_Proposal.pdf

State of California Governor’s Office of Planning and Research 1400 10th Street. Sacramento, California, 95814 info@opr.ca.gov | opr.ca.gov

Governor Gavin Newsom

Director Sam Assefa

REQUEST FOR PROPOSAL – (SECONDARY METHOD)

Notice to Prospective Proposers

Date: 2/20/2024 RFP

Solicitation #:

CV23-121 Project

Name:

#CaliforniansForAll Youth Service Corps Marketing

The Office of Planning and Research invites you to review and respond to this solicitation. In submitting your proposal, you must comply with the instructions found herein.

Term Dates: May 31, 2024 – June 1, 2025

Total Contract Amount:

$2,000,000.00

Scope of Work Summary:

The State seeks a qualified Contractor with creative breadth that can quickly develop and/or clarify brand identities and execute an advertising/marketing campaign to support program recruitment and member enrollment. The Contractor must possess strong project management skills, the ability to manage subcontractors (if necessary), have extensive knowledge of the diverse California media market, and the ability to effectively utilize statewide media to deliver a coordinated marketing strategy.

For a complete detailed description of the scope of work, see Exhibit A – Scope of Work.

Deadline for Receipt of Proposals:

Date: April 19, 2024 Time: 5:00:00 PM PST

Any proposals received after the deadline will not be accepted. Proposals must have the solicitation number in the subject line and be submitted to the following e-mail address:

cv.procurement@californiavolunteers.ca.gov

KEY DATES

Below is the time schedule for this solicitation. The State reserves the right to modify or cancel this solicitation and/or change dates and times at its sole discretion, prior to the date fixed for the receipt deadline of proposals, by the issuance of an addendum that will be posted in the California eProcure system of the State of California at: Cal eProcure.

KEY ACTION DATE TIME (Pacific Standard Time)

Solicitation Available to Prospective Proposers February 20, 2024 - Written Questions Deadline March 1, 2024 5:00 PM PST Webinar March 6, 2024 11:00 AM PST

Posting of Questions & Answers March 14, 2024 -mailto:info@opr.ca.gov http://www.opr.ca.gov/ https://caleprocure.ca.gov/

Office of Planning and Research Solicitation # CV23-121

KEY ACTION DATE TIME (Pacific Standard Time)

Deadline for Proposal Receipt by OPR April 19, 2024 5:00:00 PM PST Estimated Evaluation of Proposals April 23 – 30, 2024 - Estimated Notice of Intent to Award posting (posted for 5 business days) May 1, 2024 -

Estimated submission to DGS for Review/Approval (avg. 10-20 business days turnaround)

May 10, 2024 -

Start Date (upon DGS approval) May 31, 2024 - Project End Date June 1, 2025 -

It is the opinion of the OPR, that this solicitation is complete and without need of explanation.

However, if you have questions, notice any discrepancies or inconsistencies, or need any clarifying information, please submit your inquiries via e-mail to:

cv.procurement@californiavolunteers.ca.gov This solicitation is published online on the California State Government Marketplace (Cal eProcure) website. To view and ensure receipt of any addenda to this solicitation that may be issued, interested parties are encouraged to register online by clicking the following link Cal eProcure.

No work shall begin until approval by the Department of General Services, Office of Legal Services (DGS/OLS) is obtained, if required, and continue through the project end date identified above.

NOTE: The date and time for the Deadline for Proposal Receipt by OPR is strict. One second past the deadline will deem the proposal as late and will automatically be rejected.

http://www.caleprocure.ca.gov/ http://www.caleprocure.ca.gov/

Is this solicitation waiving the required minimum of 25% participation by a Small Business (SB) that is certified with the California Department of General Services?

☒ Not Waived ☐ Waived

For more information on this requirement, see Government Code Section 11148.5 (C)(6) located at this online directory:

https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?sectionNum=11148.5.&lawCo de=GOV.

Is this solicitation waiving the required minimum of 3% participation by a Disabled Veteran Business-Owned Enterprise (DVBE) that is certified with the California Department of General Services?

☒ Not Waived ☐ Waived

Is this solicitation waiving the DVBE Incentive valued from 1% to 5%?

☒ Not Waived ☐ Waived

For more information on this requirement, see the State Contracting Manual Volume 1, Section

8.12 located at this online directory: https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/State-Contracting.

If the 25% SB participation is not waived above, then proposers must have a minimum of 25% participation as a part of their proposal.

If the 3% DVBE participation is not waived above, then proposers must have a minimum of 3% participation as a part of their proposal. An incentive valued between 3% and 5% may be added to their scores.

If the 3% DVBE participation is waived above, then a 1% to 5% incentive may be added to the scores.

If both the 3% DVBE Participation and the DVBE Incentive are waived, then no DVBE incentive points will be added to scores.

Proposals that have at least 25% participation by certified SB or is subbing out at least 25% of the work to a certified SB, may receive a 5% preference increase to their scores.

See the Socio-Economic Preference And Incentive Programs in Section Q of the Solicitation Guidelines & Instructions for more information on these programs.

You can search for Small Business (SB) and/or Disabled Veteran-Owned Business Enterprise (DVBE) entities by visiting the search engine at the Cal eProcure directory here:

https://caleprocure.ca.gov/pages/PublicSearch/supplier-search.aspx?psNewWin=true You can narrow your search of potential contractors by using specific keywords that may have been used throughout the Scope of Work section of this solicitation.

https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?sectionNum=11148.5.&lawCode=GOV https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?sectionNum=11148.5.&lawCode=GOV https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/State-Contracting https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/State-Contracting https://caleprocure.ca.gov/pages/index.aspx https://caleprocure.ca.gov/pages/PublicSearch/supplier-search.aspx?psNewWin=true

See the Exhibit A Scope of Work section in the Solicitation Guidelines & Instructions to help with your keyword search.

Keywords used in your search may include but is not limited to: facilitation; event planning;

communication; interpreting; printing; translation; technical assistance; planning.

We appreciate your interest in this project and hope that you respond to this solicitation.

THE REMAINDER OF THIS PAGE WAS INTENTIONALLY LEFT BLANK

MINIMUM QUALIFICATIONS

Refer to the requirements identified in Section C of the Solicitation Guidelines & Instructions to determine if you or your entity meets the minimum qualifications for this project.

Experience: Proposer must demonstrate collective experience of their team meeting the minimum qualifications:

• At least five (5) years of experience delivering robust account services, including account management, market research, strategic planning, media planning, media buying, digital and social media, community engagement, and creative development.

• At least five (5) years of experience developing messaging and implementing branding campaigns for a government agency (local, state or federal), including using research and data to identify target audiences, channels, and messaging.

• At least five (5) years of experience developing and distributing culturally competent messaging to low-income, multi-ethnic, or vulnerable populations, or demonstrate an appropriate plan for ensuring that ethnic market expertise will be incorporated into the campaign.

• At least five (5) years of experience managing the production, distribution, and maintenance of promotional inventory, such as brochures, flyers, clothing, and other branded materials.

• At least five (5) years of experience measuring and validating the effectiveness of media, including placement, messaging using specific metrics and key performance indicators.

• At least three (3) years of direct experience developing and implementing a campaign with a budget of at least $2,000,000.

Knowledge: Members of the team must demonstrate technical knowledge and experience in the following areas:

• Developing and testing direct recruitment and outreach strategies for application-based programs.

• Deploying large-scale marketing campaigns to reach diverse audiences across multiple platforms in relevant languages.

• Coordinating projects across multiple different state and/or public agencies.

• Developing creative assets that can be customized and/or edited by individuals with varying design experience and skill level.

• Ensuring messaging is culturally competent and sufficient proficiency with, and access to, the most up-to-date version of Adobe InDesign to deliver ADA-compliant (WCAG 2.1 standard) materials.

Proof of Minimum Qualifications: The proposer must provide a detailed response, outlining information as to how the proposer meets each of the minimum qualifications listed, and to what extent if any, the minimum qualifications have been exceeded. Submit all applicable documentation and work samples, as appropriate.

Personnel / Team Resumes: The proposer shall list all key personnel (i.e., Project Manager) and other personnel who will be working on the project. Include their titles, qualifications, a summary of similar work or studies performed, a resume for each professional, a statement indicating how many hours each professional will be assigned to the technical assistance project and what tasks each professional will perform. The proposer should create a table that shows how the minimum qualifications are met with assigned key personnel to each category of minimum qualification.

QUESTIONS / WEBINAR

Refer to Section L of the Solicitation Guidelines & Instructions for questions and webinar instructions.

Any verbal communication with an OPR employee concerning this solicitation is not binding on the State and shall in no way alter a specification, term, or condition of the solicitation. Therefore, all communication should be directed in writing to the e-mail address identified on page 1 of this solicitation.

Webinar (Optional Attendance) Webinar Date: 03/06/2024 Webinar Time: 11:00 AM PST Webinar Registration Link:

https://governorca.zoom.us/webinar/register/WN_ezz6qodvQT- TZiOvL0KTew

EVALUATION FOR AWARD

This RFP Secondary solicitation has four phases of evaluation for proposals:

• Phase 1: Administrative Evaluation (Pass/Fail)

• Phase 2: Reference Check/Minimum Qualifications Evaluations (30 Possible Points)

• Phase 3: Technical Score Evaluation (100 Possible Points)

• Phase 4: Cost Score Evaluation (50 Possible Points)

Refer to Section P in the Solicitation Guidelines & Instructions for additional information.

PHASE 1: ADMINISTRATIVE EVALUATION (Pass/Fail) Phase 1 of the Evaluation will assess that the proposer completed all of the required administrative tasks identified in the Attachment 1 Checklist, and throughout this solicitation. This is based on a pass/fail determination.

For more information see the Solicitation Guidelines and Instructions.

PHASE 2: REFERENCE CHECK/MINIMUM QUALIFICATIONS EVALUATION (30 Possible Points) Phase 2 of the Evaluation will assess that the proposer meets the minimum qualifications in order to proceed as a potential candidate. This first consists of conducting reference checks, and then measuring the level of experience. Phase 2 is valued at 30 possible points. This phase will use whole points only; no half or decimal points will be allowed. Only the top 3 proposers will proceed to Phase 3 of the evaluation.

For more information see the Solicitation Guidelines and Instructions.

The Reference Check will be conducted to confirm the validity of the experience of the candidate. This will not be evaluated on a point scale, but rather a measure of the quality of feedback from the references based on Poor, Good, and Excellent ratings.

Reference Check Rating

Using the following choices, Poor, Good, Excellent, how would you rate the Proposer on: Time Management the Proposer on: Professionalism the Proposer on: Performance the Proposer on: Communication the Proposer on: Project Completion

Minimum Qualifications Points Available

Points Awarded

At least five (5) years of experience delivering robust account services, including account management, market research, strategic planning, media planning, media buying, digital and social media, community engagement, and creative development.

At least five (5) years of experience developing messaging and implementing branding campaigns for a government agency (local, state, or federal), including using research and data to identify target audiences, channels, and messaging.

At least five (5) years of experience developing and distributing culturally competent messaging to low-income, multi-ethnic, or vulnerable populations, or demonstrate an appropriate plan for ensuring that ethnic market expertise will be incorporated into the campaign.

At least five (5) years of experience managing the production, distribution, and maintenance of promotional inventory, such as brochures, flyers, clothing, and other branded materials.

At least five (5) years of experience measuring and validating the effectiveness of media, including placement, messaging using specific metrics and key performance indicators.

At least three (3) years of direct experience developing and implementing a campaign with a budget of at least $2,000,000

PHASE 3: TECHNICAL EVALUATION (100 Possible Points) Phase 3 of the Evaluation will assess the technical components of the proposal. This Technical Scoring phase will use whole points only; no half or decimal points will be allowed.

For more information see the Solicitation Guidelines and Instructions.

Item/Description Points Available

Points Awarded

A. Clarity and Organization of Proposal – Proposals will be evaluated for readability, organization, specifically, and ability to communicate concepts clearly and succinctly. Proposals will be viewed as samples of the type of final work products that California Volunteers could expect to receive from a respondent, if selected.

B. Approach to Scope of Work – Proposals will be evaluated for how well they address the scope of work, providing creative and innovative ideas that can successfully clarify brand identity and generate brand awareness to support program recruitment and member enrollment.

1) Proposer has outlined a detailed project management plan consistent with the goals and objective of this project, and project organization that names a qualified Project Manager whose experience and skill set aligns with program objectives.

2) Proposer has described the methodology and approach to the scope of work, including the proposed approach to: strategy development, brand development, content and creative asset development, paid media and social media engagement, website architecture and user experience, and reporting.

C. Work Plan, Schedule, and Budget Justification – This criterion will consider the schedule of activities and budget justification and evaluate their effectiveness in reaching outlined goals and objectives. Project schedule, budget, estimated dates of completion, and proposed methods for measuring project progress are feasible when measured against the work plan.

D. Proposer & Team Experience – This criterion will assess whether the Proposer Team possesses the expertise and competencies needed to carry out the Scope of Work.

1) Proposer has experience developing and testing direct recruitment and outreach strategies for application-based programs.

2) Proposer has detailed which media will be purchased in-house, or by a buying service, and demonstrates media planning and buying staff are experienced and capable of delivering or managing cost effective ad buys for both traditional and digital media.

3) Proposer and/or media planning and buying staff has a proven ability to negotiate added value packages that have delivered at least a 1:1 value.

4) Proposer has experience deploying large-scale marketing campaigns to reach diverse audiences across multiple platforms in relevant languages.

5) Proposer has experience coordinating projects across multiple different state and/or public agencies.

6) Proposer has experience developing creative assets that can be customized and/or edited by individuals with varying design experience and skill level.

7) Proposer has experience ensuring messaging is culturally competent and sufficient proficiency with, and access to, the most up-to-date version of Adobe InDesign to deliver ADA-compliant (WCAG 2.1 standard) creative materials.

PHASE 4: COST EVALUATION (50 Possible Points) Phase 4 of the Evaluation will assess the total cost of the proposal. This Cost Scoring phase will use decimal points up to two values after the decimal.

The formula that is used to calculate a proposer’s cost score is outlined below.

For more information see the Solicitation Guidelines and Instructions.

COST SCORE FORMULA:

(Lowest Total Cost Proposal) x (50 Total Cost Points Possible) ÷ Proposer Total Cost