26CROB-001S-RFP_ADV_OUT_(FINAL_2-4-26)_2.pdf

RICARDO LARA

CALIFORNIA INSURANCE COMMISSIONER

REQUEST FOR PROPOSAL

Notice to Prospective Proposers

DATE: 02/04/2026

The California Department of Insurance (CDI) invites the review and response to this Request for Proposal (RFP), entitled Outreach and Advertising Services, RFP # 26CROB-001S (California Low-Cost Auto Insurance Program (CLCA), Patient and Provider Protection Act (PPPA), and Life and Annuity Consumer Protection (LACPP) Programs). The CDI intends to award one (1) contract for three (3) years with up to one (1) optional 12-month (1-year) extension. In submitting the proposal, the proposal must comply with these instructions.

Note that all agreements entered into with the State of California will include by reference General Terms and Conditions and Contractor Certification Clauses that may be viewed and downloaded at Internet site https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List- Folder/Standard-Contract-Language. If there are Internet access issues, a hard copy can be provided by contacting the person listed below.

In the opinion of CDI, this RFP is complete and without need of explanation. However, if you have questions, or should you need any clarifying information, the contact person for this RFP is:

Mark Valim California Department of Insurance

Financial and Business Management Division - Business Management Bureau BMB_Procurement@insurance.ca.gov

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

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

California Department of Insurance (CDI)

RFP # 26CROB-001S

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Table of Contents

Section Page(s) A) Purpose and Description of Services 3-7

1) Purpose 3-4

2) Objective 4

3) Description of Services/Project Task 4-7

B) Minimum Qualifications for Proposers 7-8 C) Proposal Requirements and Information 8-20

1) Key Action Dates 8

2) Content of Proposal 9

3) References 10

4) Cost Proposal 10

5) Submission of Proposal 11-13

6) Evaluation Process 13-19

7) Award and Protest 19-20

8) Miscellaneous Award Issues 20

9) Disposition of Proposals 20

10) Agreement Execution and Performance 20

D) Preference Programs 21-24

1) Small Business Preference 21-22

2) DVBE Incentive 22-23

3) Target Area Contract Preference Act (TACPA) 23-24

E) Required Attachments 25-42

1) Required Attachment Check List 26

2) Proposal/Proposer Certification Sheet 27-28

3) Cost Proposal Worksheet 29

4) Work Plan 30-33

5) Proposer Identification of Staff 34

6) Proposer References 35

7) Proposer Work Samples 36

8) Disabled Veterans Business Enterprise Participation Forms and Instructions 37

9) Darfur Contracting Act Certification 38

10) Confidentiality and Non-Disclosure Agreement 39

11) Conflict of Interest Certification and Agreement 40

12) Non-collusion Statement 41

13) California Civil Rights Laws Attachment 26

14) Iran Contracting Verification Form 26

15) Commercially Useful Function 42

16) Contractor Certification Clauses (CCC) 26

17) Payee Data Record 26

18) Payee Data Record Supplement 26

19) Bidders Declaration Written 26

F) Sample Standard Agreement 43-64

1) Exhibit A, Scope of Work 44-47

2) Exhibit A, Attachment 1, Work Plan 48-51

3) Exhibit B, Budget Detail and Payment Provisions 52-53

4) Exhibit B, Attachment 1, Task Order 54-56

5) Exhibit C, General Terms and Conditions 57

6) Exhibit D, Special Terms and Conditions 58-60

7) Exhibit E, Additional Provisions 61-64

8) Exhibit F, Resumes 65

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A) Purpose and Description of Services (Background and Objectives)

1. Purpose

The California Department of Insurance (CDI) administers the California Low-Cost Auto Insurance Program (CLCA), Patient and Provider Protection Act (PPPA), and Life and Annuity Consumer Protection (LACPP) Programs.

California Low-Cost Automobile Insurance Program (CLCA) The CLCA program is intended to provide an affordable alternative for licensed drivers to meet the minimum coverage levels to operate a motor vehicle. Previous research has shown a large gap between the number of policies issued under this program with the number of consumers who may be eligible.

California law requires that all drivers maintain proof of financial responsibility (e.g., auto insurance). The Department of Motor Vehicles requires that car owners provide proof of auto liability insurance in order to register their car. Approximately 16 percent of all cars on California’s roads are uninsured.

The State of California has developed the CLCA Insurance Program to provide income-eligible, good drivers with access to affordable automobile liability insurance.

Since the start of the program in 2000, the enrollment rate has grown with more than approximately 260,000 drivers eligible in California. Currently, there are approximately 60,000 enrolled in the CLCA program. It is a priority of the CDI to dramatically increase the number of motorists covered under the program.

The policies are sold by licensed insurance agents or brokers (called “Producers”) and issued by California licensed insurance companies. The application process, and the assignment of applications to insurance companies, is managed by the California Automobile Assigned Risk Plan (CAARP).

To be eligible, applicants must meet the following requirements:

• Have a valid California driver’s license, including AB 60 (Chapter 524, Statute of 2013) license

• Own a vehicle valued at $25,000 or less

• Be at least 16 years of age

• Have a Good Driving Record

• Meet income eligibility requirements (see www.mylowcostauto.com for current income levels) o More information about the program is available on the following websites:

CDI website (reports to the legislature, etc.) www.insurance.ca.gov/lowcost Consumer website: www.mylowcostauto.com Facebook Page: www.facebook.com/mylowcostauto CAARP website: www.aipso.com/PlanSites/CaliforniaLowCost.aspx

CDI anticipates a maximum budget of $1.2 million per year for this portion of the contract. However, CDI reserves the right to incorporate spending limitations annually on the contract in order to meet the budget needs of the Department.

Patient and Provider Protection Act (PPPA) The Patient and Provider Protection Act (California Insurance Code (CIC) § 10133.66) directs the California Insurance Commissioner to establish a program to investigate and respond to complaints concerning health insurers. The PPPA provide announcements that inform health insurance consumers and health care providers of the Department’s toll-free telephone number that is dedicated to the handling of complaints and of the availability of the Internet Web page established under this section along with http://www.mylowcostauto.com/ http://www.insurance.ca.gov/01-consumers/105-type/95-guides/01-auto/lca/index.cfm http://www.mylowcostauto.com/ http://www.facebook.com/mylowcostauto http://www.aipso.com/PlanSites/CaliforniaLowCost.aspx

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Life and Annuity Consumer Protection Program (LACPP) The Life and Annuity Consumer Protection Program (CIC § 10127.17) is dedicated to protecting consumers with life insurance and annuity products in the State of California. The focus of this program is to educate consumers in all aspects of life insurance and annuity products, consumer protection, purchasing and using insurance and annuity products, claim filing, benefit delivery, and dispute resolution. CDI expects to budget approximately $11,250 per year for this portion of the contract.

2. Objective

CDI is soliciting proposals from qualified firms to develop and execute an integrated marketing, communications and community engagement effort for the following programs:

a) California Low-Cost Auto Insurance Program (CLCA)

Proposer shall implement an outreach and advertising campaign to increase the number of consumers signing up for California’s Low-Cost Automobile Insurance Program.

b) Patient and Provider Protection Act (PPPA)

Proposer shall place advertisements and/or public service announcements to increase the quantity of calls and website hits related to CDI’s ability to assist health insurance consumers and health care providers to resolve disputes with health insurers.

c) Life and Annuity Consumer Protection Program (LACPP) Proposer shall place advertisements and/or public service announcements to help educate consumers about purchasing and using life insurance and annuity products.

This effort should include, but not be limited to, regional, in-language and culturally specific outreach, marketing and communications campaigns throughout the state of California. For the purposes of this proposal, communications are meant to include digital and social media plans with recommendations for complementary earned media outreach to be performed by CDI.

3. Description of Services/Project Tasks

Task 1.0 - California Low-Cost Auto Insurance Program (CLCA) Objective 1.1: Outreach Plan for Community-Based Organizations (CBO), Government Entities, and CLCA Certified Producers

1. Proposer will identify a Project Manager and Team.

2. CDI will provide a list of active CLCA Certified Producers upon contract award so that the Project

Management team can create an outreach plan to increase enrollment and increase the number of CLCA Certified Producers. Certified Producers will assist clients in taking the CLCA eligibility quiz and signing up for CLCA policies.

3. Develop and submit an outreach plan with CBOs strategically throughout the state to encourage outreach and enrollment. The plan must detail the Proposer’s strategy, tactics and timing to reach project goals. This outreach plan should include ways it will integrate with the marketing, advertising production and social media elements/campaign in Objective 1.2 deliverable - Integrated Marketing and Advertising Production and Implementation. The plan should include recommendations for complementary earned media outreach to be performed by CDI’s in-house team.

4. Engage Direct Service Organization Statewide by partnering with agencies that provide direct services to low-income Californians- such as California Employment Development Department, CalWorks, and California Department of Housing and Community Development to ensure the

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5. Engage hyperlocal, trusted messengers, including promotoras, tenant organizers, disability advocates, and faith-based leaders, to reach communities with limited institutional trust or access to traditional media.

6. Proposer’s Project Manager will work with CBOs to create goals, track progress, and provide oversight. CBOs will conduct outreach and report outcomes to the Proposer’s Project Manager.

7. Proposers shall include a plan to capture anecdotal feedback from CBOs and CLCA Certified Producers for use in future research projects, as described in Objective 1.3 - Research and Analysis, and for capturing consumer stories for use in future marketing and communications efforts.

8. Submit outreach plan to CDI for review and approval.

9. Once approved, execute the outreach plan.

Deliverable: Outreach written plan (provided in an electronic format) and execution.

Objective 1.2: Integrated Marketing and Advertising Production and Implementation

1. Evaluate the CLCA website and social media efforts in order to increase the number of consumers signing up for the program. On-going evaluations and social media advertisement improvements may be necessary based on social media analytics.

2. Develop an integrated advertising package and social media campaign designed to increase CLCA policy sales which include, but is not limited to, the following:

• Strategic social media calendar (including partnering with influencers)

• Outdoor and indoor advertisements

• Radio advertisements

• Press conferences

• Educational materials for use in community outreach o Brochures, posters, flyers, signage, displays and press kits in English, Spanish and other languages as needed o Use of a theme/logo/website/phone number/and QR code providing a consistent look to all program/media materials o Assess current materials for possible updating o Perform graphic design and layout o Provide language translations for existing/current educational materials o Bulk distribution of materials, postage, shipping and handling o Printing or purchasing educational materials will be the responsibility of CDI

• Materials must be designed for low-literacy audiences and include plain language, visual storytelling, and formats accessible to individuals with disabilities (e.g., large print, audio, ASL interpretation).

3. Proposer to illustrate a strategy for achieving project goals and include recommended sequencing, frequency and ad placements for outdoor, digital and social media platforms. This strategy must include recommendations for complementary earned media outreach.

4. Proposer to identify methods by which populations will be targeted. Target populations include, but are not limited to, the following:

• Income eligible Californians actively shopping for auto insurance or near the date of automobile registration renewal

• Underserved communities including African American, Latino, and Indigenous populations; but are not limited to: individuals with limited English proficiency; residents of unpermitted or overcrowded housing; unhoused individuals; undocumented immigrants; people with disabilities;

low-literacy adults; and workers in informal or unregulated labor sectors.

• Seniors

• Uninsured drivers

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• Communities poorly served by public transit

• AB 60 License Holders

• Certified CLCA Producers

5. Submit integrated advertising and social media campaign to CDI for review and approval.

6. Once approved, execute integrated marketing and advertising production plan.

Deliverable: Integrated advertising and marketing package (provided in an electronic format) and production execution.

Objective 1.3: Research and Analysis

1. Proposer must develop a report identifying analytics and anecdotal evidence that illustrates the effectiveness of the ad placements' engagement and relatability with targeted audiences. The data must be used for targeting and re-targeting purposes. The report shall collect and analyze the information through the duration of the contract period.

2. Upon year two of the contract, and each year after, the Proposer must develop and conduct qualified audience research or focus groups to help CDI learn more about consumers’ attitudes and behaviors toward the CLCA program in order to boost and motivate enrollment. Research should include, but not be limited to, qualitative and quantitative research design with potential consumers eligible for the CLCA program and how they view insurance in general and CLCA specifically. Proposer will develop a report based on the results from the audience research or focus groups.

Deliverable: Analytics and Audience Research Report(s) (provided in an electronic format).

Objective 1.4: Virtual Evaluation Meetings

1. Proposer will meet with the CDI on a virtual platform, or in-person if determined to be needed, on a regular basis, to be defined at a later date. The Proposer will present the effectiveness of the approved outreach plan and advertising and marketing package. The Proposer will develop and present:

• Recommendations for public relations outreach strategies that complement its marketing strategies.

• Lessons learned from research and analysis of its marketing and community outreach efforts.

Deliverable: Evaluation Meetings (provided on a virtual platform and/or in-person).

Objective 1.5: Various Re-Occurring Reports

1. Monthly Reports

Provide monthly written report and documentation outlining planning, development, and measurable results, including enhancements as requested by CDI regarding program implementation and results, and anecdotal evidence and story captures. The monthly report shall include personnel and subcontractors, if any, responsible for these activities. In addition, CDI reserves the option to request to meet and discuss the monthly report. (Meetings to be provided on a virtual platform).

2. CAARP Quarterly Report

Provide a quarterly report for the CAARP advisory board meetings including a summary of activities and measurable results (Examples will be provided to the Contractor).

3. Annual Comprehensive Report Provide annual comprehensive written report. The annual comprehensive report shall provide an overall summary of the Project Tasks and quantify the activities and accomplishments of the Project Tasks. This report will need to detail outreach/advertising results for the prior year, and the outreach/plan.

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4. Annual Report to the State Legislature If the 12-month (1-year) contract extension is granted, Proposer will be responsible for providing a draft Legislative Annual Report (including graphs, charts and photos) which details outreach/advertising results for the prior year, and the outreach/plan for the coming year. Review and revisions to the Annual Report may be required. Final Annual Report to be completed by February 15, 2029 (sample of past reports will be provided). Note: An Americans with Disability Act version is required as well.

Deliverable: Written Reports for CDI (provided in an electronic format).

Task 2.0 - Patient and Provider Protection Act (PPPA) Objective 2.1: Integrated Marketing and Advertising Production

1. Research, evaluate and create messaging to develop a social media plan to increase the quantity of calls and website hits related to CDI’s ability to assist health insurance consumers and their health care providers.

2. Submit social media plan for both organic and paid to CDI for review and approval.

3. Once approved, execute the social media plan. Proposer shall implement and placement of advertisements and/or public service announcements on social media platforms and/or digital mediums such as, but not limited to, Facebook.

Deliverable: Create and execute social media plan (provided in an electronic format).

Objective 2.2: Annual Comprehensive Report

1. Provide annual comprehensive written report. The annual comprehensive report shall provide an overall summary of the Project Tasks and quantify the activities and accomplishments of the Project Tasks.

Deliverable: Annual Report for CDI (provided in an electronic format).

Task 3.0 – Life and Annuity Consumer Protection Program (LACPP) Objective 3.1: Integrated Marketing and Advertising Production

1. Research, evaluate and create messaging to develop a social media plan to increase the quantity of calls and website hits related to CDI’s ability to assist health insurance consumers and health care providers.

2. Submit social media plan to CDI for review and approval.

3. Once approved, execute the organic and paid social media plan. Proposer shall implement and placement of advertisements and/or public service announcements on social media platforms and/or digital mediums such as, but not limited to, Facebook.

Deliverable: Create and execute social media plan (provided in an electronic format).

Objective 3.2: Annual Comprehensive Report

1. Provide annual comprehensive written report. The annual comprehensive report shall provide an overall summary of the Project Tasks and quantify the activities and accomplishments of the Project Tasks.

Deliverable: Annual Report for CDI (provided in an electronic format).

B) Minimum Qualifications for Proposers

1. The Proposer shall have a minimum of five (5) years’ experience in developing and placing advertisements and experience in developing, executing and managing public awareness for outreach work.

https://www.insurance.ca.gov/01-consumers/105-type/95-guides/01-auto/lca/legrpts.cfm

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2. Personnel performing public outreach/awareness activities shall possess the following qualifications:

three (3) years’ experience, at minimum, in providing public relations and outreach services; advertising campaigns; development and preparation of brochures and fact sheets; graphic design.

3. Translation and/or Interpreter personnel must be certified by either the American Translators Association or another recognized certification entity and have three (3) years’ experience with translation and/or interpreter services, at a minimum.

4. Proposer shall provide a Project Manager to coordinate the operations under the agreement with the CDI’s Project Representative. The Proposer’s Project Manager shall have a minimum of three (3) years of experience as a Project Manager responsible for contract management of public information and outreach activities.

C) Proposal Requirements and Information

1) Key Action Dates

Event Date1/ Time

RFP Available to Prospective Proposers 02/04/2026 -- Written Question Submittal Deadline (via email to bmb_procurement@insurance.ca.gov)

02/11/2026 5:00 PM PST

Response to Written Questions/Answers 02/18/2026 -- Final Date for Proposal Submission2/

(via email to bmb_procurement@insurance.ca.gov)

03/04/2026 4:00 PM PST

Interviews 03/25-31/2026 -- Notice of Intent to Award 04/17/2026 -- Proposed Award Date 04/24/2026 --

1/ These dates are estimated; therefore, this RFP will not be subject to a formal addendum should they change.

2/ BMB_Procurement@insurance.ca.gov will confirm receipt of each proposal once received. To ensure timely confirmation, ensure that proposals are submitted as stated in C) Proposal Requirements and Information 1) Key Action Dates.

mailto:bmb_procurement@insurance.ca.gov mailto:bmb_procurement@insurance.ca.gov

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2) Content of Proposal

Proposals should provide straightforward and concise descriptions of the Proposer’s ability to satisfy the requirements of this RFP. Failure to provide all requested information or deviation from the required format may be cause for rejection of a proposal.

Certify using Attachment 2-Proposal/Proposer Certification Sheet of the proposal that the mandatory requirements are met as stated in Minimum Qualifications for Proposers.

a) Management

The proposal shall designate, by name, the Project Manager to be employed. The Proposer awarded the contract shall not cause the substitution of the Project Manager without prior written approval of CDI. Also, provide an organizational chart showing the hierarchy of the Contractor’s personnel that will be utilized during the term of the agreement. The chart must show the relationship between the Project Manager and personnel of the Proposer’s organization and other parties (subcontractors) to the proposal. In addition, complete Attachment 5 - Proper’s Identification of Staff.

b) Methodology

The proposal shall describe the overall approach to the work, specific techniques that will be used, and specific administrative and operational management expertise that will be employed.

c) Work Plan

The proposal shall include a proposed Work Plan for the completion of each Task and Objective identified in A) 3. Description of Services/Project Tasks. A targeted deliverable date and cost for each Task and Objective must be included. The Work Plan must represent the entire term of the contract including the potential for the 12-month (1-year) extension. Utilize Attachment 4 – Work Plan to complete the proposed Work Plan and submit with the response.

The proposed Work Plan will be incorporated into the standard agreement. If the Work Plan is updated during the term of the agreement, a formal amendment may be required. The Work Plan will be utilized to measure progress and how payments will be made.

d) Project Personnel

Identify the key personnel who will be involved in providing Outreach and Advertising Services to CDI. Provide a description of the background and experience of each individual sufficient to demonstrate that individual’s ability to meet CDI’s Outreach and Advertising service needs. Identify the role each staff member will serve, the individual’s title, where the individual is headquartered, and the percentage of the firm’s total effort that will be provided by that individual.

e) Experience

i. Provide a brief description of the five (5) years’ experience required in Minimum Qualifications for Proposers.

ii. Provide a brief description of the firm’s experience providing Marketing Services.

iii. Provide a brief description of the firm’s qualifications and experience that demonstrate its capability to provide the scope of work described in A) Purpose and Description of Services.

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3) References

a) Submission of Attachment 6 - Proposer References is mandatory. Failure to complete and return this attachment with the proposal may cause the proposal to be rejected and deemed non-responsive.

Provide a minimum of two (2), and maximum of three (3) references, for services performed within the last five (5) years, which are similar to the scope of work to be performed in this RFP, preferably at least one (1) of which should be a government entity.

b) The Proposer references should include references in which recommended assigned personnel previously performed related services as cited in this RFP.

c) At least two (2) and possibly all three (3) references will be contacted.

4) Cost Proposal/Cost Detail Format Requirements

For the purposes of this RFP, the CDI anticipates a maximum budget of up to $1,226,250.00 per year for a 3-year term agreement not to exceed $3,678,750.00. There is an optional 12-month (1-year) extension with an anticipated maximum budget of up to an additional $1,226,250.00. CDI reserves the right to incorporate spending limitations on the agreement in order to meet the budget needs of the Department. NOTE: Figures above are the total(s) and includes: cost of media buys/purchases ad placements, as well as the agency fees. An agency fee is payment for services from an intermediary, covering work completed, resources, and expertise, which will be a percentage of value.

a) Using Attachment 3 - Cost Proposal Worksheet, provides the following information for the cost proposal:

i. Identify the hourly fee for the personnel included in the response to part C) 2) d) Project Personnel of this RFP and documented in Attachment 3 - Cost Proposal Worksheet. Note: Do not add Direct Labor positions to this worksheet, rather best fit the proposed positions' hourly rates to those provided. Use the narrative discussion of personnel requested in part C) 2) d) to clarify any position titles.

ii. CDI reserves the right to shift project tasks and priorities according to program mandates.

iii. The rates and the grand total identified in the Attachment 3 - Cost Proposal Worksheet are intended to represent the total cost of one year (year 1). Complete a separate Cost Proposal Worksheet for each of the additional years (year 2, year 3, and year 4). If using Subcontractors, complete a separate Cost Proposal Worksheet for each Subcontractor and for each year. (year 1, year 2, year 3, and year 4)

iv. These rates and the grand total of all Cost Proposal Worksheets are to be used for evaluation purposes only. Upon award, only the Direct Labor hourly rates will be used for billing purposes.

The identified rates will be included in Exhibit B, Attachment 1, Task Order of the Standard Agreement/Contract. Payment for Media Buy, Direct Costs, Subcontractor Costs, and Fixed Fees will be based on actual expenditures.

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5) Submission of Proposal

a) Proposals should provide straightforward and concise descriptions of the Proposer's ability to satisfy the requirements of this RFP. The proposal must be complete and accurate. Omissions, inaccuracies or misstatements will be sufficient cause for the rejection of a proposal.

b) The proposal package should be prepared in the least expensive method.

c) All proposals must be submitted to CDI by dates and times shown, in Section C) Proposal Requirements and Information, Item 1) Key Action Dates. Proposals received after this date and time will not be considered.

d) Submit the proposal in a searchable .pdf file with required attachments referenced in this document, via email, to BMB_Procurement@insurance.ca.gov per Section C) Proposal Requirements and Information, Item 1) Key Action Dates1/.

Please be advised that there may be a heavy network demand and the State assumes no responsibility if a Proposer cannot transmit the RFP response via email, or if the entire RFP response is not received prior to the RFP due date and time.

NOTE: It may be necessary to transmit files in several emails. If this is the case, all files should be identified as appropriate (i.e., part 1 of 5) and all parts must be received by the due date and time above. Paper submissions will not be accepted. The electronic documentation sent via this email transmission shall not be altered in any manner. Once submitted, proposers should send an email requesting confirmation of CDI’s receipt of proposal, including the number of attachments. The State’s copy of the electronic documentation developed for this RFP, is for the purposes of issuing a binding contract, and shall be considered the ORIGINAL. (Max file size per email 36 Mbs)

1/BMB_Procurement@insurance.ca.gov will confirm receipt of each proposal once received. To ensure timely confirmation, ensure that proposals are submitted as stated in C) Proposal Requirements and Information 1) Key Action Dates.

e) All documents contained in the proposal package must have verified e-signatures and must be signed by a person who is authorized to bind the proposing firm.

f) If the proposal is made under a fictitious name or business title, the actual legal name of proposer must be provided.

g) All proposals shall include the documents identified in section E, Required Attachment Checklist - Attachment 1. Proposals not including the proper "required attachments" may be deemed non-responsive. A non-responsive proposal is one that does not meet the basic proposal requirements.

h) Proposals must be submitted for the performance of all the services described herein. Any deviation from the work specifications will not be considered and will cause a proposal to be rejected.

i) 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 State may reject any or all proposals and may waive any immaterial deviation in a proposal. The State's waiver of immaterial deviation shall in no way modify the RFP document or excuse the Proposer from full compliance with all requirements if awarded the agreement.

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j) Costs incurred for developing proposals and in anticipation of the award of the agreement are entirely the responsibility of the Proposer and shall not be charged to the State of California.

k) An individual who is authorized to bind the proposing firm contractually shall sign Attachment 2 -

Proposal/Proposer Certification Sheet. The signature must indicate the title or position that the individual holds in the firm. An unsigned proposal may be rejected.

l) A Proposer 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 Section C) Proposal Requirements and Information, Item 1) Key Action Dates. Proposal modifications offered in any other manner, oral or written, will not be considered.

m) A Proposer may withdraw its proposal by submitting a written withdrawal, via email to

BMB_Procurement@insurance.ca.gov request to the State, signed by the Proposer or an authorized agent in accordance with l) above. A Proposer may thereafter submit a new proposal prior to the proposal submission deadline. Proposals may not be withdrawn without cause subsequent to proposal submission deadline.

n) CDI may modify the RFP prior to the date fixed for submission of proposals by the issuance of an addendum to all parties that received a proposal package.

o) CDI reserves the right to reject all proposals. The CDI is not required to award an agreement.

p) Before submitting a response to this solicitation, Proposers should review, correct all errors and confirm compliance with the RFP requirements.

q) Where applicable, Proposer should carefully examine work sites and specifications. No additions or increases to the agreement/agreed amount will be made due to a lack of careful examination of work sites and specifications.

r) More than one (1) proposal from an individual, firm, partnership, corporation or association under the same or different names, will not be considered.

s) The State does not accept alternate contract language from a prospective contractor. A proposal with such language will be considered a counter proposal and will be rejected. The State’s General Terms and Conditions (GTCs) are not negotiable.

t) No oral understanding or agreement shall be binding on either party.

u) Executive Order N-6-22 – Russia Sanctions: On March 4, 2022, Governor Gavin Newsom issued

Executive Order N-6-22 (the EO) regarding Economic Sanctions against Russia and Russian entities and individuals. “Economic Sanctions” refers to sanctions imposed by the U.S. government in response to Russia’s actions in Ukraine, as well as any sanctions imposed under state law. By submitting a bid or proposal, Contractor represents that it is not a target of Economic Sanctions.

Should the State determine Contractor is a target of Economic Sanctions or is conducting prohibited transactions with sanctioned individuals or entities, that shall be grounds for rejection of the Contractor’s bid/proposal any time prior to contract execution, or, if determined after contract execution, shall be grounds for termination by the State.

v) Generative Artificial Intelligence (GenAI) Disclosure:

The State of California seeks to realize the potential benefits of GenAI, through the development and deployment of GenAI tools, while balancing the risks of these new technologies.

mailto:BMB_Procurement@insurance.ca.gov https://www.dgs.ca.gov/-/media/Divisions/OLS/Resources/GTC-Updates/GTC-225-February-2025.pdf https://www.gov.ca.gov/wp-content/uploads/2022/03/3.4.22-Russia-Ukraine-Executive-Order.pdf

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Bidder / Offeror must notify the State in writing if it: (1) intends to provide GenAI as a deliverable to the State; or (2), intends to utilize GenAI, including GenAI from third parties, to complete all or a portion of any deliverable that materially impacts: (i) functionality of a State system, (ii) risk to the State, or (iii) Contract performance. For avoidance of doubt, the term “materially impacts” shall have the meaning set forth in State Administrative Manual (SAM) § 4986.2 Definitions for GenAI.

Failure to report GenAI to the State may result in disqualification. The State reserves the right to seek any and all relief to which it may be entitled to as a result of such nondisclosure.

Upon notification by a Bidder / Offeror of GenAI as required, the State reserves the right to incorporate GenAI Special Provisions into the final contract or reject bids/offers that present an unacceptable level of risk to the State.

Government Code 11549.64 defines “Generative Artificial Intelligence (GenAI)” as an artificial intelligence system that can generate derived synthetic content, including text, images, video, and audio that emulates the structure and characteristics of the system’s training data.

w) All Proposals are limited to 100 Pages (8.5” x 11”) and must include the following tabs (Note: tabs are not included in the page count) in this order:

a. Minimum Qualifications of Proposers

b. Content Proposal

c. Project Personnel

d. Work Samples

Note: Proposer Work Samples (Refer to Attachment 7 – Proposer Work Samples) shall not be more than 20 pages, providing relevant examples of advertising/outreach, targeting low-income populations, Spanish-speaking populations, and other work performed for other government agencies or related to insurance.

e. Required Attachments

6) Evaluation Process

a) At the time of proposal opening, each proposal will be checked for the presence or absence of required information in conformance with the submission requirements of this RFP. Those proposals not meeting the minimum qualifications will not proceed to the scoring phase.

b) Proposals that contain false or misleading statements, or which provide references, which do not support an attribute or condition claimed by the Proposer, may be rejected.

c) The Proposal Review Panel will review each proposal received and forward all proposals meeting section B), Minimum Requirements/Qualifications for Proposers, to the Evaluation Committee.

d) The responsive proposals that meet the minimum qualifications will be evaluated and scored according to the criteria indicated below:

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Points Interpretation General Basis for Point Assignment

1.0 Inadequate Proposal response (i.e., content and/or explanation offered) is inadequate or does not meet CDI’s needs/requirements or expectations.

The omission(s), flaw(s), or defect(s) are significant and unacceptable.

2.0 Barely

Adequate

Proposal response (i.e., content and/or explanation offered) is barely adequate or barely meets CDI’s needs/requirements or expectations.

The omission(s), flaw(s), or defect(s), are inconsequential and acceptable.

3.0 Fully

Adequate

Proposal response (i.e., content and/or explanation offered) is fully adequate or fully meets CDI’s needs/requirements or expectations. The omission(s), flaw(s), or defect(s), if any, are inconsequential and acceptable.

4.0 Very Good Proposal response (i.e., content and/or explanation offered) exceeds CDI’s needs/requirements or expectations. Minimal weaknesses are acceptable. Proposer may offer one or more enhancing features, methods, or approaches that enable stronger performance.

5.0 Excellent or

Outstanding

Proposal response (i.e., content and/or explanation offered) is exceptional and greatly exceeds CDI’s needs/requirements or expectations. No material weaknesses. Proposer significant enhancing features, methods, or approaches that will substantially improve performance to exceed CDI’s basic expectations.

e) An award, if made, will be to the highest scored responsible proposal.

Proposal Rating Factors

The Evaluation Committee will use the following criteria to score the narrative portion of each proposal.1/

Stage 1

A B C D E

1.1 Clarity and Organization of Proposal Response Weight

Factor

Points Possible2/ Score

Weighted Score (B x D)

The Proposer expresses, in its own words, its understanding of CLCA, PPPA, and LACPP needs and the importance of this project.

1.0 5.0

The Proposer demonstrates the tangible results that it expects to achieve.

The Proposer expresses the capacity to perform this work in an efficient and timely manner.

Maximum Possible Points (15.0 Points) 15.0 Actual Points Earned for Stage 1.1

1/ All calculations will be rounded to the nearest second (2nd) decimal place.

2/ Points Possible incorporate a weight factor (see above).

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Stage 2

2.1 Proposer’s Approach Weight

Factor

Points Possible2/ Score

Weighted Score (B x D)

The Proposer’s overall methods, approaches and step-by- step actions are comprehensive.

2.0 5.0

The Proposer describes in detail the specific actions (i.e., tasks/activities and functions) that the Proposer will perform to fulfill all SOW requirements. Proposer explains what is unique, creative or innovative about the proposed work plan.

The proposed performance timelines are realistic and achievable and not overstated. Proposer identifies primary responsibilities for key staff and personnel including subcontractors and consultants performing each major task.

The Proposer adequately demonstrates how it will measure and/or prove the completion of major tasks, functions, or activities (i.e., identification of key events/outcomes or deliverables).

The Proposer produced a variety of collateral materials for a social marketing campaign and evaluated their effectiveness at conveying campaign messages.

Maximum Possible (50.0 Points) 50.0 Actual Points Earned for Stage 2.1

2.2 Proposer’s Experience Weight

Factor

Points Possible2/ Score

Weighted Score (B x D)

The Proposer demonstrates capacity and experience to deliver robust account service including account management, market research, strategic planning, media planning, media buying, digital and social media, public relations, community engagement, creative development, production expertise, securing and tracking talent, and production and media quality assurance.

The Proposer demonstrates strong experience with targeting low-income, multi-ethnic populations or demonstrates an appropriate plan for ensuring that ethnic market expertise will be incorporated into the campaign.

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2.2 Proposer’s Experience Weight

Factor

Points Possible2/ Score

Weighted Score (B x D)

The Proposer demonstrates experience, capacity, and processes for evaluating the efficiency of strategies and individual creative executions.

The Proposer possesses sufficient experience establishing, implementing, and evaluating large-scale, moderate budget, and complex social marketing projects aimed at modifying lifestyle practices of the general public or of the targeted subgroups.

The Proposer has provided relevant work samples of advertising/outreach, targeting low-income populations, Spanish-speaking populations, and other work performed for other government agencies or related to insurance.

3.0 5.0

Maximum Possible Points (55.0 Points) 55.0 Actual Points Earned for Stage 2.2

2.3 Personnel Weight

Factor

Points Possible2/ Score

Weighted Score (B X D)

Upon reviewing the Proposer’s organizational chart in the Appendix Section, the Proposer’s organizational structure is sound with distinct lines of authority and reporting relationships between management and all staff including subcontractors and independent consultants.

Upon reviewing the Proposer’s staffing plan, the proposer allocated a sufficient number of staff in the appropriate position levels or classifications to perform the full range of services.

The proposed salary rates and duties for the proposed personnel are appropriate in relation to the assigned duties and level of responsibility.

The Proposer reasonably divided the work between its in-house resources and proposed subcontractors.

Note: If no subcontracting is proposed, up to three (5) points will be assigned based on the effectiveness of the Proposer’s allocation of tasks to its in-house personnel.

Maximum Possible Points (20 Points) 20.0 Actual Points Earned for Stage 2.3

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Stage 1 & 2 Sub-Totals

Stage 1/ Points Possible

Weighted Score

1.1 Clarity and Organization of Proposal Response (Stage 1) 15

2.1 Proposer’s Approach (Stage 2) 50

2.2 Proposer’s Experience (Stage 2) 55

2.3 Personnel (Stage 2) 20

Stage 1 & 2 Subtotal 140 Cost 2/ 95

Maximum Points for Stage 1 & 2 (+ Cost) 235 1/ The total possible points in Stages 1 & 2 are 235, proposals must attain a minimum score of 165 (70.2%) to advance to Stage 3

(Oral Interview). Proposers scoring less than 165 points will not advance to Stage 3 (Oral Interviews).

2/ Cost points are calculated in accordance with C), 6) Evaluation Process, f) Proposal Evaluation, 2).

Stage 3

3.1 Oral Interviews Weight

Factor

Points Possible 2/ Score

Weighted Score (B x E)

Proposer demonstrates an understanding of CLCA, PPPA, and LACPP Social Marketing Campaign’s needs and overall importance of the project.

Proposer demonstrates their capacity to effectively coordinate, manage, and monitor the efforts of assigned staff, including subcontractors to ensure that work is effectively completed and timely with seamless coordination.

The Proposer’s staff demonstrates an understanding of social marketing and how it differs from commercial marketing.

The Proposer presented a case history showcasing a successful campaign that the current California-based team designed and implemented.

The Proposer showcased a broad spectrum of strategies and approaches to motivate behavior change through messages including emotional appeal, memorable simple messages, or a clear call to action.

The Proposer demonstrates a meaningful approach to local community engagement including engagement of local partners and local resources in the overall behavior change strategy.

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3.1 Oral Interviews Weight

Factor

Points Possible 2/ Score

Weighted Score (B x E)

The Proposer showcased the ability to provide value with moderate or limited production and media budgets, as well as the ability to adapt creative to crossover to additional mediums.

The Proposer presented how it evaluated the campaign and analyzed its results for the potential impact of future efforts.

Maximum Points Possible for Stage 3 (80.0 Points) 80.0 Actual Points Earned for Stage 3.1

Points Grand Totals

Stages Points

Possible Weighted

Score Stage 1 & Stage 2 140.0 Cost 95.0 Stage 3 80.0

Minimum Total Points Possible (315.0 Points) (Stage 1, 2, 3, Cost) Total Non-Cost Points (220.0 Points) (Stage 1, 2, 3 only)

DVBE Incentive Points1/ Preference Points2/

Maximum Total Points Possible (315.0 +DVBE Incentive Points+ Preference Points)3/

1/ The DVBE incentive is included in the sum of non-cost points. The incentive cannot be used to achieve any applicable minimum point requirements.

2/ Preference points equal five (5) percent of the highest responsible bidder’s total score. Preference points are only granted to certified SB proposals.

3/ An award, if made, will be to the highest scored responsible proposal.

f) Proposal Evaluation

1) The Content Proposal evaluation will be based on the criteria shown on in 6) Evaluation Process above. The information from the Prime Proposer and all subcontractors will be evaluated as a whole.

If a proposal meets a minimum score of 165 points, the proposal will move on to Stage 3, 3.1 Oral Interviews. The Oral Interview will consist of a 30-minute presentation and a 30-minute question and answer segment. The 30-minute presentation is to include outreach plan, integrated advertising plan, and social media campaign, results they expect to achieve and how they will be measured. Interview will be conducted utilizing video conferencing in Microsoft Teams or similar platforms.

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CDI will provide the interview questions in advance of the interview. The same questions will be provided to all Proposers. Both the presentation and the Proposer’s response to the interview questions will be evaluated based on the Criteria as set forth in 6) Evaluation Process.

2) The following formula will be used for the award of Cost points:

Lowest cost proposal is awarded the maximum Cost points (95 points). Other proposals are awarded Cost points based on the following calculation:

Lowest Proposer’s Cost = (factor) X maximum cost points = cost points for other proposer

Other Proposer’s Cost

EXAMPLE: Lowest Cost proposal = $75,000

Other proposal = $100,000

30 Cost points available

(Lowest Cost Proposal) $75,000 = ¾ X 30 = 22.5 Cost points awarded to the Other Proposal (Other Proposal) $100,000

3) The final proposal score will be the combined evaluation of the Proposal Content, Cost and Oral

Interview points. An award, if made, will be to the highest scored responsible proposal

7) Award and Protest

a) Notice of the proposed award shall be posted in a public place in the office of California Department of Insurance, 300 Capitol Mall, 13th Floor Lobby, Sacramento, CA 95814, for five (5) working days prior to awarding the agreement(s).

b) If any proposer, prior to the award of agreement, files a protest with the CDI (see address above) and the Department of General Services, Office of Legal Services, Attention: Protest Coordinator, 707 Third Street, 7th Floor, Suite 7-330, West Sacramento, CA 95605, Email OLSProtests@dgs.ca.gov on the grounds that the (protesting) Proposer would have been…