23RD014_Addendum__1.pdf

arb.ca.gov 1001 I Street • P.O. Box 2815 • Sacramento, California 95812 (800) 242-4450

Notice to Prospective Proposers

Request for Proposals (RFP) No. 23RD014

“Media and Social Marketing Services for Research Findings Dissemination and Public

Outreach”

ADDENDUM NO. 1

March 8, 2024

The California Air Resources Board (CARB) is issuing this Addendum No. 1 to post Questions and Answers to the RFP.

All other information in the RFP shall remain the same.

This addendum, along with the RFP is published online in the California State Contracts Register at https://caleprocure.ca.gov/pages/index.aspx. To ensure receipt of any addenda that may be issued, interested parties are encouraged to register online at https://caleprocure.ca.gov Any questions are to be addressed to the contact listed below:

Contact: Jessie Foust Phone: (279) 216-0688 Email: Jessie.Foust@arb.ca.gov

Thank you.

https://caleprocure.ca.gov/pages/index.aspx https://caleprocure.ca.gov/ mailto:jessie.foust@arb.ca.gov

Questions and Answers

Question #1:

Will the selected firm be providing content in multiple languages? If so, have you identified the languages in addition to Spanish and English? For a recent contract with the City of LA, we provided outreach material in 12 languages.

Answer #1:

CARB requires the Contractor to provide content for 15 fact sheets in English and Spanish (Subtask 3.2).

Question #2:

For video creation, are we looking at traditional video or would the team consider animation and character focused explainer videos?

Answer #2:

CARB is open for either traditional videos or different types/styles of videos.

Question #3:

Will you also take into consideration prior experience leading health focused strategic communications and outreach initiatives?

Answer #3:

Yes.

Question #4:

Will a CARB team member(s) provide awarded firm direction on the research findings we will work with in developing user-community friendly content?

Answer #4:

Yes.

Question #5:

Will CARB be responsible for printing outreach material developed by our team?

Answer #5:

Yes. CARB will be responsible for printing outreach materials.

Question #6:

Could you provide us with more information on a few aspects of the project?

Specifically, we are interested in understanding more about your target audience, the scope of the research findings to be disseminated, and the preferred channels for public outreach.

Additionally, any details about the project timeline, budget constraints, and key performance indicators would be extremely helpful.

Answer #6:

Target audience: The Contractor should develop a work plan to identify target audience (Task 1 and Subtask 2.2).

Scope of the research findings: CARB provides the key research themes in Subtask 2.2.

Preferred channels for public outreach: The Contractor should generate content that will be disseminated through various communications channels, (Task 3). Contractor should propose effective channels of communication based on their experience. Contractors can review current CARB website and social media content to understand communications channels used by CARB.

Project timeline and key performance indicators: The information is indicated under each Task’s deliverables and due date.

Budget constraints: The information is provided in II. PROPOSAL REQUIREMENTS (GENERAL) AND INFORMATION, EXHIBIT B- BUDGET DETAIL AND PAYMENT PROVISIONS and ATTACHMENT 11- CONTRACTOR COST SHEET of the RFP.

All detailed information can be found in the RFP.

Question #7:

What are the recommended next steps in the application process? Are there any pre-bid meetings or webinars scheduled that we should be aware of? Is there a specific format or template for the proposal that you prefer?

Answer #7:

Please follow the RFP procedures on page 6 item D. Submission of Proposals outlines all requirements in the process. There are no pre-bid meeting or webinars scheduled. Please see page 13 III. Technical Proposal Requirements, see also section 2.D Submission of Proposal, for general submission details.

Question #8:

Are there any obstacles to pursuing offshore development?

Answer #8:

This question is unclear.

Question #9:

Do you anticipate the need for any in-person support, visits, or meetings during the development/support phases?

Answer #9:

CARB is open to in-person meetings, but they are not required.

Question #10:

Is there a specified maximum budget?

Answer #10:

CARB’s budget for the proposed contract is limited to $400,000.

Question #11:

Can you please confirm for Subtask 3.2 if the requirement is 15 fact sheets or 10 fact sheets?

Answer #11:

15 fact sheets.

Question #12:

Does CARB have existing video footage that can be utilized for Subtask 3.3? Is CARB open to utilizing stock footage or is a video shoot the expectation?

Answer #12:

CARB does have an existing video library, but the Contractor may have to use stock video or new video, depending on the subject matter. CARB also has an in-house video team that may be able to shoot videos, depending on availability. Any video use will need approval from CARB’s Office of Communications.

Question #13:

Can you please confirm if work conducted under the CDFA Marketing Branch, “Marketing Order” with advisory councils count as government work in regards to this RFP?

Answer #13:

The Proposer need to meet each of the minimum qualifications listed below:

a. Demonstrate at least three (3) years of experience working in communications, marketing, or public relations reaching communities experiencing the greatest health and social inequities in California.

b. Demonstrate at least three (3) years of experience developing messaging for a government agency (local, statewide or federal), including using research and data to identify target audiences, channels, and messaging.

c. Demonstrate at least three (3) years of experience in health and/or environmental communications.

d. Demonstrate experience measuring and validating the effectiveness of messaging using specific metrics and key performance indicators.

Question #14:

Can you please confirm if work with an irrigation district counts towards government work in regard to this RFP?

Answer #14:

The Proposer need to meet each of the minimum qualifications listed below:

a. Demonstrate at least three (3) years of experience working in communications, marketing, or public relations reaching communities experiencing the greatest health and social inequities in California.

b. Demonstrate at least three (3) years of experience developing messaging for a government agency (local, statewide or federal), including using research and data to identify target audiences, channels, and messaging.

c. Demonstrate at least three (3) years of experience in health and/or environmental communications.

Question #15:

Can you please confirm if work with a federally qualified health center in California counts as government work in regard to this RFP?

Answer #15:

The Proposer need to meet each of the minimum qualifications listed below:

a. Demonstrate at least three (3) years of experience working in communications, marketing, or public relations reaching communities experiencing the greatest health and social inequities in California.

b. Demonstrate at least three (3) years of experience developing messaging for a government agency (local, statewide or federal), including using research and data to identify target audiences, channels, and messaging.

c. Demonstrate at least three (3) years of experience in health and/or environmental communications.

Question #16:

Is there an incumbent agency?

Answer #16:

No.

Question #17:

Clarification regarding the specific requirement outlined in the Request for Proposal (RFP) No.

23RD014, which mandates proposers to demonstrate at least three years of experience working in communications, marketing, or public relations within California, particularly focusing on communities experiencing the greatest health and social inequities.

Part 1: While I understand the importance of possessing a deep understanding of California's unique demographic and socio-economic landscape, I am curious about the rationale behind restricting eligibility to organizations with direct experience in California. Could you please elaborate on the decision to limit the applicant pool in this manner? Specifically, I am interested in understanding whether the California Air Resources Board (CARB) has considered the potential benefits that firms with similar experience in other regions or countries might bring to the table, including innovative approaches or perspectives gained from addressing comparable challenges in different geographic contexts.

Answer #17:

The Proposer need to meet each of the minimum qualifications listed below:

a. Demonstrate at least three (3) years of experience working in communications, marketing, or public relations reaching communities experiencing the greatest health and social inequities in California.

b. Demonstrate at least three (3) years of experience developing messaging for a government agency (local, statewide or federal), including using research and data to identify target audiences, channels, and messaging.

c. Demonstrate at least three (3) years of experience in health and/or environmental communications.

Question #18:

Part 2: Would CARB be open to proposals from organizations that, while perhaps lacking direct experience within California, demonstrate a proven track record of effectively communicating and engaging with communities facing similar health and social inequities in other locations?

Answer #18:

Not at this time. Please see the RFP minimum qualifications that require work experience in California.

Question #19:

On page 30, “Contractors will use multi-lingual information when needed” - are there translation requirements for each document and if so, which languages need to be supported?

Answer #19:

CARB requests content for 15 fact sheets in English and Spanish (Subtask 3.2).

Question #20:

On Page 30, “The information will be presented in a compelling, creative and accessible way for CARB’s use in various formats (e.g., video, print, and digital).”

o Can you confirm the vendor is only responsible to deliver the copywriting that will be used in various static content, and that CARB’s Creative and Social team will design and produce all of the content formats that will contain copywriting? Does this mean the vendor is not formally graphic designing any documents containing key messages, talking points, fact sheets, research synthesis documents, social posts, emails, print material, website updates, etc.?

o However, regarding motion content, the vendor will be responsible for concepting, producing and delivering video content. Is that correct? What role will CARB’s Creative and Social team play in that video content, if any?

Answer #20:

The vendor’s primary responsibility will be providing language/messaging as well as ideas or proposals for visual outreach materials (e.g., factsheets, social media content, PowerPoints, etc.)

that can be developed by CARB’s creative team. Vendor’s responsibility will depend on deliverables, but graphic design may be required for some elements.

Question #21:

On page 31, please provide links to videos that are references for the video deliverable expectations. Asking this to get a sense of expectations around length and production quality/approach.

Answer #21:

Video deliverable expectations will vary, depending on the subject, audience and/or platform. For examples of videos produced by and for CARB, please see our YouTube channel:

https://www.youtube.com/@AirResources.

Question #22:

On page 31, generate website content - can you provide a specific number of pieces of content as you have in the other categories? Is this original content specific to the website, or really just repurposing content written to fulfill the other subtask deliverables?

Answer #22:

Most deliverables could involve a web component, so we cannot identify a specific number at this time. Website content is an intentionally broad term that could include written summaries based on identified themes and messaging, links to the fact sheets and research synthesis documents, and videos for more information (i.e. a landing page for the deliverables in Task 3). Website content can include material repurposed from other subtask deliverables.

Question #23:

Vendor is not responsible for the distribution of any materials, correct?

Answer #23:

Yes. That is correct.

Question #24:

Can you outline expectations regarding in-person visits between the Vendor and CARB, if any?

Answer #24:

CARB is open for in-person meetings/visits, but they are not necessitated.

Question #25:

How many different organizations submitted questions as part of this Q&A period?

Answer #25:

This question will not be answered as it is not relevant to the RFP.

Question #26:

Has CARB done other educational/public communications campaigns of this type before? If so, please share (link to) some examples and briefly describe why you felt they were or were not successful.

1. Is anything related to the specific issue of research dissemination?

Answer #26:

Please review the public information materials on CARB’s website. CARB has executed contracts with vendors for research and outreach that have informed our messaging and public outreach content.

https://www.youtube.com/@AirResources

Question #27:

What is the most important but weakest point of your communications/tactics thus far?

Answer #27:

The health information from CARB’s internal and external research is not always easy to understand and can be time consuming to read for the public and impacted communities that are often disproportionately exposed to air pollution. Thus, CARB expects the Contractor can package and communicate research findings on air pollution and health in ways that make the information impactful and accessible to the general public and to specific audiences, including impacted communities.

Question #28:

Who are you (CARB) most accountable to for this campaign?

Answer #28:

This campaign will help CARB make our research information more accessible to the public.

Question #29:

What are your goals for this work?

Answer #29:

The Contractor shall develop and execute a comprehensive communications plan to present the California Air Resources Board’s (CARB) health research findings in compelling, plain language and publicly accessible messages, and generate content and materials for CARB use in public outreach. The Contractor will translate CARB’s most important and impactful research findings on the health impacts of air pollution and climate change into concise and compelling themes, messages, talking points, and language for other formats for use in public outreach.

Question #30:

What does success look like for you with this project / RFP?

Answer #30:

The Contractor should complete each task and deliver high-quality deliverables in a timely manner within the budget limit.

Question #31:

The RFP states, "This plan will include detailed strategies for how to effectively review and package information from the extensive body of research conducted and contracted by CARB over the past ten years." Can you elaborate on the volume and types of research that will be included in this review? For example, how many studies, reports, papers, etc.

Answer #31:

The key areas of research are indicated in Subtask 2.2. Approximately, the CARB Research Division contracts 5-8 health research projects across various key areas annually. All the research projects have final reports and publications.

Question #32:

In the RFP, you mention breaking down the content by audience and list several segmentations:

"for example, identifying targeted audience by demographics (age, race/ethnicity, gender), communities (over-burdened communities), geographic scales (local, regional and statewide), or occupations (outdoor workers, health care professionals, educational professionals). Will you be providing the winning vendor with already established criteria and personas that you've developed in the past, or should we include audience research and persona development in our scope, in order to facilitate this identification and classification?

Answer #32:

The Contractor should include their own work plan to identify targeted audiences (Task 1). CARB does not have established information for this.

Question #33:

Would you be able to provide us with current email lists for potential survey deployment, if needed?

Answer #33:

CARB does not request to deploy a survey in this RFP.

Question #34:

Would you be able to provide us with contacts for internal and external audiences for interviews and focus groups, if needed?

Answer #34:

This is out of the scope of this RFP.

Question #35:

Can you tell us about your internal resources? Do you have a web firm that can put any new content we develop, onto the website, for example? Or post our organic social content on your social channels? Or would you be looking for that level of execution from your agency partner?

Answer #35:

CARB staff handle all website and social media posting responsibility.

Question #36:

Do you have a specific # of assets in mind (like # of videos to be produced)? Or would you be open to our recommendations?

Answer #36:

The requirement of specific deliverables is indicated in Task 3 Deliverables.

Question #37:

Is your budget inclusive of a media buy (the $$ that would be paid to channels to place ads, such as Facebook)? If not, what is your media buy budget?

Answer #37:

Yes. The total budget for the entire contract is $400,000.

Question #38:

Can you please tell us what a successful partnership looks like to you and what you look for in an agency partner?

Answer #38:

CARB looks for a Contractor who will complete each task, deliver high-quality deliverables in a timely manner within the budget limit, and keep good communications with us.

Question #39:

The Minimum Qualifications state:

“…Demonstrate at least three (3) years of experience working in communications, marketing, or public relations reaching communities experiencing the greatest health and social inequities in California.”

Does “in California” at the end of that sentence mean we must have done this same sort of work for the state of California?

• If not, does it mean that our personnel must have experience doing communications, marketing, or public relations reaching communities experiencing the health and social inequities similar to those California is trying to address in this RFP, even if the work was in another state?

Answer #39:

The Proposer must demonstrate their work experience in communications, marketing, or public relations in the state of California. Experience here and familiarity with its communities and issues is needed to best address communication needs for California residents.

Question #40:

Is there an incumbent firm already working with the California Air Resources Board on this campaign?

If so, is there a copy of the previous incumbent’s bid available? If so, is it publicly available?

Answer #40:

No.

Question #41:

Do bidding firms have to be based in California to be awarded the contract? Is a California office, or more specifically, a Sacramento-area office, required during the run of the contract?

Answer #41:

No, firms do not have to be based in California however, they must be authorized to conduct business in California. Secretary of State registration may be required.

Question #42:

The RFP states that CARB needs additional resources to package and communicate research findings on air pollution and health in ways that make the information impactful and accessible to the general public and to specific audiences, including impacted communities. Has CARB previously undertaken a similar campaign and if so, what were the main tactics deployed?

Answer #42:

CARB has developed messaging on specific health research topics but has not undertaken a similar campaign as described in this RFP.

Question #43:

Likewise, has CARB identified the specific metrics and key performance indicators against which progress and/or contractors’ performance will be measured?

Answer #43:

The Contractor should develop a detailed project management plan that includes all the required deliverables and methods to measure proposed progress against the plan and within the project schedule. The Contractor will meet with CARB staff quarterly and will submit quarterly progress reports, and other meetings will be scheduled as needed by CARB Contract Manager to coordinate the work on the contract (Task 4).

Question #44:

Would translation costs, if any, be born by the vendor?

Answer #44:

The total budget (including translation fee) for the entire contract is $400,000.

Question #45:

Do you have an estimate of the volume of materials to be created?

Answer #45:

The requested deliverables are indicated in Task 3 Deliverables.

Question #46:

Is there a cadence of materials and production anticipated throughout the two-year contract?

Answer #46:

Yes. The due dates for every deliverable are indicated in each Task.

Question #47:

Are there internal timelines that call for the production of initial materials by a certain date?

Answer #47:

The due dates for every deliverable are indicated in each Task and begin at the start date of the contract.

Question #48:

Is there an incumbent for this RFP? If so, who is it?

Answer #48:

No.

Question #49:

Section C - Scope of Work (pg. 4 of the RFP) shares how CARB is looking for a contractor to analyze and package information (such as scientific reports and literature) into impactful and accessible outreach and engagement methods. Are you looking for the Contractor to be able to fully analyze scientific reports? Or will it be a collaborative effort between CARB and the Contractor to identify the key elements?

Answer #49:

Due to a wide variety of CARB’s research projects, the Contractor will review and analyze the research information from scientific reports. The Contractor will consult with CARB staff to identify main themes (some examples are provided in Task 2).

Question #50:

Do the Spanish translations mentioned in the RFP encompass all submitted materials or solely the fact sheets referenced?

Answer #50:

The RFP only requires Spanish translation for fact sheets. However, contractors are welcome to provide translation for other materials if able to do so within the budget.

Question #51:

For the video production requirements, could you further explain the video production level you imagine for the project?

We understand it is for social media, but are the videos expected to be TV-level production or more direct-to-camera lower-budget shoots?

Answer #51:

Deliverables will vary, but video shoots will likely not be complicated. Please see CARB’s YouTube Channel for examples of videos produced by and for CARB:

https://www.youtube.com/@AirResources.

Question #52:

Page 30, Task 3: Would we be responsible for the written work but not for the final production of fact sheets, etc?

Answer #52:

That is correct. The vendor’s primary responsibility will be to provide the written language, though fact sheet proposals should also include proposed visual elements. CARB’s Office of Communications will provide final design and production.

Question #53:

Please confirm that the research syntheses would be our responsibility to format.

Answer #53:

Yes, the contractor would format the written content. (Task 3 Deliverables).

Question #54:

D.7 – More than one (1) proposal from an individual, firm, partnership, corporation or association under the same or different name will not be considered. Reasonable grounds for believing that any Proposer has submitted more than one proposal for the work contemplated herein will cause the rejection of all proposals submitted by that Proposer. If there is reason to believe that collusion exists among the Proposers, none of the participants in such collusion will be considered in this or future procurements.

Are we able to participate as both the Proposer and as a subcontractor with another Proposer?

If so, do we need to declare in our Proposal (as the Prime) that we are also participating as a subcontractor and note the team(s) we are proposing with?

Answer #54:

Yes, you can participate as both the Proposer and as a subcontractor with another Proposer.

No, you do not have to list your engagement with another contractor in your proposal. The other contractor will list you as a subcontractor in their proposal.

Question #55:

8. References - Each proposer must provide at least three (3) references detailing previous experience in Media and Social Marketing Services for Research Findings Dissemination and Public Outreach related to the goals and objectives outlined in the RFP.

Regarding references is general experience in disseminating health or environmental information to the public in plain language acceptable experience or do the 3 references need to validate that the work conducted for the client specifically involved the distribution of research findings as a component of the work done for that client?

Answer #55:

The references need to generally support the Contractor’s experience in communicating scientific information to the public, and in media and social marketing services, to support the goals and objectives of the contract and the ability to complete contract deliverables. If the Contractor has specific experience in analyzing or disseminating research findings, this experience should be reflected in the references.

Question #56:

Video Production: Is the intent that videos be produced specifically for Spanish and Chinese language speakers or will captions be added to English language videos?

Answer #56:

The RFP does not require video translation at this time, though the vendor is welcome to provide video translation if they are able to do so within the budget. Videos in languages other than English should be produced in that language, rather than subtitled. For examples, please see Spanish videos on CARB’s YouTube channel: https://www.youtube.com/@AirResources.

Question #57:

The 8 Research Synthesis Documents in Task 3.4 – is it a correct assumption that these are to be public-facing documents, as they are packaged with the other public materials?

a. Do you have an intended format for these (i.e. white papers, etc) and/or able to share an example of something you’ve done previously?

b. Are you able to share examples of the source documents for one of the topics, so we understand what we are working with? These documents would be helpful for budgeting purposes.

Answer #57:

For a, we do not have an intended format nor available example.

For b, CARB’s publicly available reports can be found using CARB’s Research Contracts Search Tool on CARB’s website." (link).

Question #58:

The RFP indicates that bidders are required to include Attachment 9 in two different sections of the proposal. Can you please clarify whether Attachment 9 belongs under the Technical Proposal or the Cost Proposal, or if it should be included in both sections?

Answer #58:

Attachment 9 should be included in the Technical Proposal.

Question #59:

The RFP indicates that bidders are required to include Attachment 12 in two different sections of the technical portion of the proposal. Can you please clarify whether Attachment 12 belongs under section 1. Minimum Qualifications or section 6. Minimum Qualifications Response, or if it should be included in both sections?

Answer #59:

Submit applicable documentation on Attachment 12 Detailed Response for Minimum Qualifications.

Question #60:

Will the successful bidder be allowed to move money between budgeted line-items/tasks as needed, if the total bid amount is not exceeded? Or will the successful bidder be held to both the total bid amount and the fixed line-item amounts per task?

Answer #60:

No, you will be held to the total bid amount and the fixed line-item amounts per task.

Question #61:

The RFP indicates (page 16) that proposers are required to include a work plan and work schedule as part of the technical proposal submission. However, the Scope of Work (page 29) indicates that a detailed work plan will be developed by the selected contractor. Can you please clarify what is to be included in section c. Work Plan and Work Schedule section of our proposal?

https://ww2.arb.ca.gov/applications/research-contracts-search-tool

Answer #61:

The Work Plan and Work Schedule on page 16 will need the Contractor fill in the information in the table for task, responsible party and date of completion. The Work Plan in Task 1 asks the Contractor to develop a detailed plan to achieve the objectives and carry out all Tasks of this contract. This plan will include detailed strategies for how to effectively review and package information from the extensive body of research conducted and contracted by CARB over the past ten years and identify targeted audiences will also be included.

Question #62:

Is there an incumbent agency for this work? If so, who is the incumbent agency?

Answer #62:

No.

Question #63:

Is there further information or examples CARB can share regarding the final report so responding agencies have a better idea of what is to be expected for that task?

Answer #63:

CARB’s publicly available reports can be found using CARB’s Research Contracts Search Tool on CARB’s website." (link).

Question #64:

Is there further information or examples of videos CARB can share that help exemplify what it is looking for in terms of length, production value and other factors?

Answer #64:

Video deliverable expectations will vary, depending on the subject, audience and/or platform. For examples of videos produced by and for CARB, please see our YouTube channel:

https://www.youtube.com/@AirResources.

Question #65:

Does the budget included in this RFP cover costs related to printing materials (like final factsheets)?

Answer #65:

The Contractor is not responsible for printing materials.

Question #66:

Is this a new project?

Answer #66:

Yes.

Question #67:

Is there an incumbent?

https://ww2.arb.ca.gov/applications/research-contracts-search-tool

Answer #67:

No.

Question #68:

Is there certainty this project will move forward in light of state budget deficit?

Answer #68:

On page 34 Exhibit B Budget Detail and Payment Provisions item B Budget Contingency Clause states:

1. It is mutually agreed that if the Budget Act of the current year and/or any subsequent years covered under this Agreement does not appropriate sufficient funds for the program, this Agreement shall be of no further force and effect. In this event, the State shall have no liability to pay any funds whatsoever to the Contractor or to furnish any other considerations under this Agreement and Contractor shall not be obligated to perform any provisions of this Agreement.

2. If funding for any fiscal year is reduced or deleted by the Budget Act for purposes of this program, the State shall have the option to either cancel this Agreement with no liability occurring to the State or offer an agreement amendment to Contractor to reflect the reduced amount.

Question #69:

Will submitted RFPs be available to the public?

Answer #69:

Submitted RFPs will only be available for CARB staff review and will not be available to the public.