25C066000_ADDENDUM_1_-_Q___A-v2.pdf

DEPARTMENT OF CALIFORNIA HIGHWAY PATROL

January 31, 2025 Page 1 of 1

ADDENDUM NUMBER 1

TO

REQUEST FOR PROPOSAL (RFP) - NUMBER 25C066000

MARKETING AND ADVERTISING CAMPAIGN SERVICES

CALIFORNIA HIGHWAY PATROL

IMPAIRED DRIVING SECTION

Addendum #1 answers the questions from the prospective Proposers.

Questions & Answers are attached to this Addendum 1, (see following pages).

If you have any questions, contact me at (916) 843-4318, or email at Sridharan.krishnamurthy@chp.ca.gov.

mailto:Sridharan.krishnamurthy@chp.ca.gov

RFP #25C066000 - Marketing and Advertising Campaign Services

QUESTIONS AND ANSWERS

1. Is there an incumbent contractor currently supporting this requirement? If so, what is the name of the company?

Yes, the current contractor is D. Augustine & Associates.

2. Is this a new effort for CHP or the continuation of existing program?

This is a continuation of existing program.

3. Why are you issuing this RFP at this time? Are there any special circumstances?

The RFP is issued at this time so that the contract can be started on 07/01/2025, as proposed.

4. Does location of vendor factor into evaluation of proposals? Do you prefer to work with a local CA area ad agency?

Yes, Vendor Location could be a factor of evaluation process, if Target Area Contract Preference Act (TACPA) incentive is claimed. Visit the following uniform resource locators (url):

https://tacpa.dgs.ca.gov/Home/About?Length=4 https://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=GOV&division=5.&title=1.&pa rt=&chapter=10.5.&article= https://www.dgs.ca.gov/PD/Services/Page-Content/Procurement-Division-Services-List-Folder/Request- Target-Area-Contract-Preference?search=TACPA https://tacpa.dgs.ca.gov/ https://www.documents.dgs.ca.gov/dgs/fmc/pdf/std830.pdf https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd0525.pdf https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd0526.pdf

5. Proposal Evaluation: Can more details be provided regarding the evaluation weight of the technical proposal versus the cost proposal?

Refer to RFP package Item H, General Instructions, 1. Evaluation and Award for more information. If you have any specific questions regarding evaluation process, we will answer.

6. Are there specific scoring thresholds for different sections within the technical proposal?

Refer to RFP package Item H, General Instructions, 1. Evaluation and Award, Table one Page 8, Technical Evaluation Criteria and Points.

7. Submission Requirements: Can CHP confirm whether electronic submission is acceptable in lieu of hard copies?

Electronic submissions are not acceptable, and RFP will be summarily rejected.

8. Are there any specific formatting requirements for the USB submission (e.g., file naming conventions)?

Files should not be locked with passwords, file naming conventions as applicable and as required.

(Adobe Portable Document Format [PDF] is recommended except for videos and graphics).

9. Performance Metrics: How does CHP define "satisfactory performance" for potential contract extensions?

Satisfactory performance is when the vendor complies with all the terms and conditions stated in the Contract without any deviation or violation.

https://tacpa.dgs.ca.gov/Home/About?Length=4 https://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=GOV&division=5.&title=1.&part=&chapter=10.5.&article= https://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=GOV&division=5.&title=1.&part=&chapter=10.5.&article= https://www.dgs.ca.gov/PD/Services/Page-Content/Procurement-Division-Services-List-Folder/Request-Target-Area-Contract-Preference?search=TACPA https://www.dgs.ca.gov/PD/Services/Page-Content/Procurement-Division-Services-List-Folder/Request-Target-Area-Contract-Preference?search=TACPA https://tacpa.dgs.ca.gov/ https://www.documents.dgs.ca.gov/dgs/fmc/pdf/std830.pdf https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd0525.pdf https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd0526.pdf

10. Will KPI benchmarks be provided by CHP, or should the contractor propose them?

No additional benchmarks will be provided. Refer to Item G. Qualification Requirements of the RFP package.

11. Key Personnel Requirements: Are there any additional qualifications or certifications required beyond the listed experience for the Project Manager and Budget Manager roles?

If not mentioned in the RFP, it is not required.

12. In the event of key personnel turnover, what is the notification and approval process?

An email notification is required for key personnel turnover as well as their best contact number.

13. DVBE Participation: Although the DVBE participation requirement is waived, can CHP clarify how DVBE incentives will be scored in the proposal evaluation?

Refer to item L. Preference and Incentive Program information and related Attachments 4, 4A and 5 of the RFP package.

14. Campaign Development and Approval Process: What is the expected turnaround time for CHP to review and approve creative concepts and campaign materials?

Approval of creative concepts and campaign materials will occur within one week of submission.

15. Will CHP provide feedback in writing, and will there be a designated point of contact for approvals?

The contact details are stated in the proposed Scope of Work (attached to the RFP).

16. Market Research Expectations: Can CHP clarify the expected depth and scope of market research required?

Market research shall comprise of targeted demographics, best media outreach strategies for specific demographics, and locations of concern regarding impaired driving.

17. Are there any specific data sources or methodologies preferred by CHP?

Refer to the Proposed Scope of Work attached to the RFP. CHP is seeking proposal and not providing guidelines on the data sources and methodologies.

18. Social Media Strategy: Are there any existing CHP social media assets that need to be leveraged, or should a new digital presence be built from scratch?

Contractors would not have access to CHP social media accounts but would work in collaboration with DDP coordinator related to social media presence. The RFP is specifically for paid social media advertising; however, CHP does have social media assets which may be leveraged to further the reach of DDP messaging.

19. Will the contractor have access to CHP’s social media accounts for campaign execution?

Contractors will not have access to CHP’s social media accounts. Contractors will work in collaboration with CHP for campaign execution involving social media accounts.

20. Media Buying Parameters: Are there any restrictions on the type of media outlets to be used (e.g., preference for local vs. national)?

Media would be focused on California.

21. Should PSA (Public Service Announcements) allocations be planned for all media buys?

A media plan should be completed before the vendor completes any work. PSAs are not required for all media buys but should be considered whenever the medium allows for them.

22. Reporting and Metrics: Is there a preferred platform for analytics tracking and reporting?

No preference on tracking and reporting. Refer to RFP if you have specific questions on specified benchmarks. A background of how the platform tracks would be appreciated.

23. Event Sponsorships: Are there specific sponsorship guidelines or partnerships already established by CHP that should be considered?

There are sponsorships and partnerships already established and Division Public Information Officers or the DDP coordinator should be consulted when deciding on a media plan.

24. What specific criteria will be used to determine the responsiveness and responsibility of a proposal beyond the listed categories?

Reference RFP #25C066000, Item H. General Instructions for more information.

25. How does CHP plan to assess the cost proposal in relation to value provided? Will a lower cost with minimal deliverables receive equal consideration to a higher cost with more comprehensive services?

High Value Cost Points (Cost Evaluation) are assigned after the Technical Evaluation. If a proposal scores less than 560 Technical Points, the proposal under evaluation will be disqualified at that point.

26. Can a proposer qualify for multiple preference programs simultaneously (e.g., Small Business and DVBE incentives)?

Refer to item L. Preference and Incentive Program information.

27. Innovative Use of Technology: What weight is given to the use of innovative technologies such as artificial intelligence or programmatic advertising in the evaluation process?

CHP Information Technology Division will evaluate the risk to the State associated with the utilization of Generative Artificial Intelligence or similar technologies. The vendor could be disqualified if considerable amount of risk is assessed in the materials presented.

28. Are there specific platforms or technologies CHP prefers to reach its target audiences?

This may be decided based on market research.

29. If a bidding agency follows the score provided, will they not receive the maximum score for budget?

Cost points are assigned in comparison to other proposals. Reference RFP Item H. General Instructions, 1.

Evaluation and Award, b. Calculation for High Value Cost Points.

30. Do you have any concerns with the shift to a one-year contract, given the fact that the dates for events and executions for contracting do not always align with CHP’s fiscal year?

As long as events and contracts are executed within the confines of the contract, there is no concern.

31. We wanted to ask about the budget in terms of the RFP stating the exact spend break out but then you all have the point scale for the budgets proposed within each bid. If a bidding agency follows the score provided, will they not receive the maximum score for budget?

Refer to the answer for Question #29.

32.

Is the Pricing breakout (see chart above) an “example" of how the budget could be broken out by line item, or are these breakouts “dictated" by the CHP?

This is an example of how the budget could be broken out.

33. If dictated, how will CHP determine lowest cost if all proposed costs are the same?

All the qualified proposals will be assigned maximum cost points of 300.

34. If dictated, can a reduced proposed budget come from anywhere within the budget line-items?

This is related to question 29 and 31. The budget would be able to be amended.

35. There is no mention of Market Research in the Pricing breakout (again, see chart above). Should those costs come from “Materials” or is there some other line item you had in mind? For additional reference, see Cost Worksheet (below) where Market Research is listed first.

This question is not relevant to the RFP.

36. Proposer Profile: What is expected in the Proposer Profile? Are you looking for a video overview on the proposer as a whole, or on a specific piece of work?

The proposer profile may be a sample of specific work the proposer has completed in the past.

37. Attachment 15 Pages 3-4 talks about Case Studies and Written Summaries. How would you define the difference between these two requests? Will creative samples count towards the 2-page maximum?

Written Summary is the gist of the Case Studies that a Proposer will provide. Case Study is elaborately detailed analysis of a specific subject, and it is Marketing and Advertising Campaign Services in this case.

This is done as a part of the market research to reach out to the best suitable audience. Furthermore, case studies involve collecting quantitative and qualitative data and typically include a thorough description of the subject.

38. There appears to be conflicting information on a hypothetical work plan. The Technical Evaluation on

Page 8 has a points category for a hypothetical workplan, however Attachment 15 Page 4 states that proposers should not provide a hypothetical work plan. “Proposers are advised not to provide a hypothetical workplan for CHP.” Would the CHP like to see a hypothetical workplan as a part of a proposer's proposal?

CSU will answer this question after reviewing the RFP.

39. Attachment 6 - May a former CHP employee be used as a reference?

References should be from the organization that the proposers have provided similar services, especially government entities and not individuals.

40. Can you provide additional demographic data or past insights about the target audience (e.g., psychographics, media consumption habits)?

It is part of the market research and CHP relies on the proposers to do their due diligence and such data is not available.

41. Should the campaigns include specific messaging for emerging substances contributing to impaired driving (e.g., cannabis, prescription drugs)?

Yes, the messaging is for all impaired driving and not solely on alcohol.

42. Attachment 15 Page 2 - Is there a desired length (or max length) for the Introduction Letter?

Usually, introduction letters are one or two pages of length.

43. Attachment 4 - "DGS PD 05-105, Bidder Declaration. A properly completed DGS PD 05-105, if required, shall be included when returning the solicitation to CHP.

Is form DGS PD 05-105 required along with Attachment 4?

DGS PD 05-105 is required only if the proposer claims DVBE incentive along with completed DGS PD 843 (Refer to Attachment 4A). DVBE incentive details are described in Item L, Preference and Incentive Program Information of the RFP package.

44. Are you looking for organic social media or just social media advertising?

Looking for social media advertising.

Legend: Questions in Black, Answers in Red, Links in Blue