ADDEMDUM_2_-_RFP_24C063000_CHP_CMSP.pdf

DEPARTMENT OF CALIFORNIA HIGHWAY PATROL

May 16, 2024 Page 1 of 4

ADDENDUM NUMBER 2

TO

REQUET FOR PROPOSAL(RFP) - NUMBER 24C063000

CALIFORNIA MOTORCYCLIST SAFETY PROGRAM (CMSP)

CALIFORNIA HIGHWAY PATROL

SPECIAL PROJECT SECTION

Addendum #2, answers questions raised by the prospective proposers.

Addendum #2 changes the RFP information below.

1. Attachment 14, Proposer’s Workplan, is revised to add item H. Detailed Workplan Specific to the Scope of Work.

2. Attachment 14, Proposer’s Workplan, Section E, revised and conflicting language removed.

(See Question 12).

3. Attachment 16, Cost Worksheet, is revised. See text in red.

A COPY OF THIS ADDENDUM, FIRST PAGE ONLY, MUST BE INCLUDED WITH YOUR RFP.

FAILURE TO DO SO MAY RENDER YOUR BID NON-RESPONSIVE.

If you have any questions, contact Sri Krishnamurthy at sridharan.krishnamurthy@chp.ca.gov mailto:sridharan.krishnamurthy@chp.ca.gov

Question 1: Is there a DVBE minimum requirement for this RFP? It’s stated in the Notice to

Prospective Proposers that there isn’t but then it mentions there is in the Preference and Incentive Program Information section. Please clarify as that will impact our ability to submit a viable proposal.

Answer: There is no mandatory DVBE participation requirement for this RFP. CHP offers incentive points to DVBE participation based on the percentage. Reference RFP Section L. Preference and Incentive Program Information, item a, RFP Page 16 and 17 for more details on the incentive.

Question 2: Would CHP consider 24/7 access to a transparent, live-data campaign dashboard as a viable alternative or augmentation to traditional reporting Agency could still report the findings and major takeaways.

Answer: CHP would be agreeable to a transparent live date dashboard, but would also require a quarterly/annual report for review.

Question 3: Does the budget need to include production of any new creative assets? The Scope of Work mentions new creative on page 82, but it's unclear if the budget needs to include production of new creative across the mediums mentioned.

Answer: The total Media campaign budget ($800K per year x 3yrs) does require forecasting for the development of new creative. Creative would include written, digital, and video projects. In addition to the creative, the Media Campaign budget would also require the contractor to advertise in print, digital, video, and audio, using the allotted budget.

Question 4: Can we get a link to all current / existing creative work? i.e.: Can we see the entirety of the campaign work?

Answer: The current campaign can be viewed at www.motorcyclesafetyca.com, on social medial sites such as Facebook, Instagram, and YouTube.

Instagram: https://www.instagram.com/chp_cmsp/?hl=en Facebook: https://www.facebook.com/CMSPMotorcycleSafety YouTube: https://www.youtube.com/channel/UC7kUWWFQBuuCHVrgz6r9SlQ

Question 5: Also on page 82, under Radio/Television/Social Media there is reference to existing motorcycle PSA's.

• SEE ABOVE RELATED LINKS

Question 6: Page 12 continuation of Proposal Format Requirements - #13 states: An individual who is authorized to bind the proposing firm contractually shall sign the Attachment 16, “Cost Worksheet” Proposal/Proposer Certification, and Attachment 1 “Required Attachment Checklist and proposer Certification Sheet.

The signature must indicate the title or position that the individual holds in the firm. An unsigned proposal may be rejected. Neither of these documents have http://www.motorcyclesafetyca.com/ https://www.instagram.com/chp_cmsp/?hl=en https://www.facebook.com/CMSPMotorcycleSafety signature lines included. Is it acceptable to add a signature line to these two documents?

Answer: Attachment 1, has already signature block on page 3. Attachment 16, Cost

Worksheet has already signature block on page 3.

Question 7: Line 1 of Attachment 16 Proposers Cost Worksheet on page 71 asks for

Estimated number of Internet Advertising “commercials”. Typically, internet/digital advertising is purchased by impressions and cost is based on a CPM (Cost per Thousand) not rate per click. Is it acceptable to provide pricing based on industry standard of CPM?

Answer: Short Answer is “YES” it is acceptable to provide pricing based on industry standard, and if you are able to estimate an average of CPM that would suffice.

Question 8: In addition, there are many tactics utilized within an internet marketing plan, each with a different cost. For example: Display, Search Engine Marketing, OTT, are all priced on a CPM not per commercial, so we want to be able to accurately present the pricing. Is it acceptable to provide an average CPM based on chosen tactics?

• SEE ABOVE ANSWER

Attachment 16, Cost Worksheet, Page is revised as needed, and revised text is in red. Revised Attachment 16 is attached to this Addendum 2.

Question 9: Lines 3 and 4 of the Attachment 16 Proposers Cost Worksheet on page 71 request “estimated hours”. Broadcast Television, Cable and Radio are all sold on a cost per spot basis and spot lengths differ (:05 seconds, :15 seconds, :30 seconds) so to provide an accurate price based on Industry Standards we should provide the # of spots, spot length, impressions, and cost. Is it acceptable to also provide an attachment along with the Cost Worksheet providing at a minimum total spots and cost?

YES, it is acceptable to provide an attachment or any supporting information.

Question 10: Line 3 of the Attachment 16 Proposers Cost Worksheet on page 71 combines

Cable and Streaming Television. Cable, as indicated in question above is sold on a cost per spot basis and Streaming is an internet/digital tactic and is sold on a CPM basis. Is it acceptable to separate the two by showing in an attachment accurate pricing breakout with pricing for each?

YES, it is acceptable to provide an attachment or any supporting information.

Question 11: Please confirm where Attachment 14, detailed workplan specific to contract scope of work, should be included in the proposal.

Attachment 14, Proposer’s Workplan revised to add item H. Detailed Workplan Specific to the Scope of Work. Revised Attachment 14 is attached to this Addendum 2.

Question 12: In Section E of the Workplan, page 66 of the full RFP, it refers to "Good examples of work that builds both interest in becoming a government employee and interest in providing diversity and viewpoint in government." - is this mistakenly included, as it doesn't appear to be related to CMSP.

Conflicting language removed from Attachment 14, Proposer’s Workplan.

Revised Attachment 14 is attached to this Addendum 2.

Question 13: On page 67, section F of the Proposer’s Workplan, can you please clarify the specifics of the written summaries required? The ask looks similar to what is required in the case history section.

Prospective Contractors can reproduce the written case history to satisfy this request, but must not exceed 2 pages and must include media objective target market, consumer insights, strategy, and results for each campaign.

Question 14: Page 69, Attachment 15 is the Escalation Process. Do we need to include the escalation process in the proposal or only if awarded the contract?

Answer: Escalation process must be included with the proposal.

RFP #24C063000

ATTACHMENT 14

PROPOSER’S WORKPLAN

1. Proposals submitted in response to this RFP must comply with the requirements of this Attachment. Failure to complete and submit the information listed in this section in the specified format may result in disqualification of the Proposer’s proposal.

** Asterisks and full capitalization indicate workplan items that must be submitted. All originals must be marked “Original”.

A. ** PROPOSAL SUBMITTALS required in written format must be organized in the same order and with the same lettering/numbering and format as shown in the following sections and subsections. Written submittals must be submitted, one sided print on 8 ½ x 11- inch paper, using at least 11-point font. Tables, graphics, exhibits, inserts, and attachments must be submitted in a font size no smaller than 9 points. Each page of the header section must clearly mark “RFP #24C063000, Proposer’s Workplan, Attachment 14, Page x of xx”.

The title of the page must identify the Sections 2.A through 2.G of this Attachment 14.

The submittal must be “Original” and must have original signatures. Attachments and/or forms that require a signature must be signed in ink (preferably using a blue ink pen) by a person who is authorized to bind the proposing firm.

Digital copy of the submittals must be provided on a flash drive including case history videos.

Proposers shall provide a website link to access the videos without any password or login requirements. Digital copy of the contents must be compatible with Adobe Acrobat Reader, as well as Microsoft Office 365. This compatibility requirement is not applicable for the digital video contents. Both original and digital version must be organized in the same order and format as described in Section 2, Submittals and Evaluation Criteria.

In order for CHP to award an Agreement, Proposers’ proposals must at a minimum, be fully responsive to the specific requirements stated in this RFP. Proposers must identify any requirements of this RFP that they cannot satisfy.

2. Submittals and Evaluation Criteria

Proposers must not alter the CHP’s checklist forms. Any change made to the forms, including but not limited to exceptions, deletions, and additions, may be the basis for disqualification of a Proposer’s proposal.

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A. **INTRODUCTION LETTER

Proposers must submit an introduction letter, indicating that they are responding to the RFP and that all of the RFP requirements have been met. The letter must be signed by the representative identified in Attachment 16, “Bid Form.”

Each page of the header section of the “Introduction Letter” will look as shown in the red box below:

Proposer’s Workplan Attachment 14

Introduction Letter, Page 1 of XX

INTRODUCTION LETTER

The introduction letter must confirm the Proposer’s qualifications and interest in participating in this solicitation. The introduction letter must explain the following:

I. The basis for the Proposer’s interest in the CHP’s business.

II. Documentation of at least three (3) years of experience in advertising, documenting experience in digital marketing methods including the responsibility for analysis, design, development, testing, implementation, and deployment of advertising services.

III. Did the Proposer document at least five (5) or more years of relevant experience?

IV. The Proposer’s strengths with respect to the basic qualifications as well as the CHP’s wants, needs, and expectations.

V. Proposer’s positioning and vision: How does the Proposer differ from competing proposers? What is the Proposer’s vision and where/what will it be doing five (5) years from now? What is the Proposer’s overall philosophy or credo?

VI. Integrated digital approach: Please indicate (at a high level, and as appropriate) how the Proposer integrates digital work, and multiple communications channels, into its approach.

VII. Work process and product: Describe the Proposer’s work process (if it uses a specific discipline), and any practices it employs that help produce consistently effective advertising. Describe the Proposer’s vision of the CHP’s role in its strategic and creative development processes. Include any relevant samples of work product. The CHP seeks work samples that show how the client’s role is integrated in their process. This could be either work done for other clients or a sample of a standard workflow process showing the client’s role in strategic and creative development processes.

VIII. The backgrounds of the Proposer’s key personnel who will be assigned to handle this account.

IX. A summary of the key contributions the Proposer believes it can bring to the CHP’s advertising and marketing communications efforts; and

X. Contact information, including name, phone number, and email address, for the representative who will be the main contact person (Contractor’s Project Manager) between the Proposer and the CHP during the evaluation process.

XI. The name, phone number, email address and resume for the two (2) key contacts (Contractor’s Project Manager and Contractor’s Budget Manager) identified in Attachment 16, “Bid Form.”

B. JOINT PROPOSALS (IF APPLICABLE)

**If the Proposer is submitting a joint proposal, the Proposer must submit a letter with all information required for each of the entities comprising the joint venture. The letter must state the name of the representative who is legally authorized to contractually bid the joint venture and must be accompanied by proof of authorization from each entity (e.g., by-laws, minutes, or resolution of board of directors of corporation or association, written trust instrument, partnership agreement, etc.). Both parties must provide proof of registration with the Secretary of State to do business in California.

Each page of the header section of the “Joint Proposals” letter will look as shown in the red box below:

Joint Proposals, Page 1 of XX

JOINT PROPOSALS

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C. CONFLICT OF INTEREST (IF APPLICABLE)

Proposer must disclose in their proposal any potential, actual, or apparent conflicts of interest that may arise between any current client and the CHP. Because of the complexities involved in defining conflicts of interest, please identify any potential conflicts and the CHP will make a final determination as to whether a disqualifying conflict exists.

Each page of the header section of the “Conflict of Interest” will look as shown

Conflict of Interest, Page 1 of XX

CONFLICT OF INTEREST

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D. **PROPOSER PROFILE

Proposers must submit ** A proposer profile that includes a recent video creative, not to exceed ten (10) minutes in length, on a menu formatted and narrated flash drive, and

** A written version of the digital content, on flash drive format for the CHP’s reference.

Think of this as a story about the Proposer as illustrated by its work, which is not limited to television.

However, please ensure sufficient video commercial samples run in their entirety.

Context is the key to helping the CHP better assess the Proposer’s relevant work and experience.

Each page of the header section of the written version of the digital content, “Proposer Profile” will look as shown in the red box below:

Proposer Profile, Page 1 of XX

PROPOSER PROFILE

E. **TWO CAMPAIGN CASE HISTORIES WITH SIMILAR FUNDING RESOURCES

Proposers must submit:

*Two (2) case histories of recent and relevant campaign work on a menu-formatted and narrated flash drive, and a written version of the digital content on flash drive format for the CHP’s reference. Case Histories must be from two (2) of the listed references of Attachment 5, Client References.

Please include multiple creative elements from each campaign to demonstrate how the proposer integrates a campaign across an integrated toolbox that includes social and media components. Case histories may include visual representations of print, outdoor, collateral, or promotional material, as well as any viral, non-traditional, or social media elements. Please include a succinct description or overview (for example, objectives, strategy, consumer/creative insight, and results) for each ad or campaign and a notation of the timeframe in which the work ran.

The succinct description must be included on the flash drive and in written format, not to exceed two pages in length for each campaign. Case histories must be from the office submitting the proposal.

Proposers are advised not to provide a hypothetical workplan for CHP.

“Campaign Case Histories” will look as shown in the red box below:

Campaign Case Histories, Page 1 of XX

CAMPAIGN CASE HISTORIES

F. **WRITTEN SUMMARY

In addition to the media case histories on the flash drive and written case history, proposers must include a written summary, not to exceed two (2) pages in length, of the media objective target market, consumer insights, strategy, and results for each campaign. Media case histories must be from the office submitting the proposal.

“Written Summary” will look as shown in the red box below:

Written Summary, Page 1 of XX

CASE HISTORIES – WRITTEN SUMMARY

G. **CONTRACTORS’ MARKET RESEARCH TOOLS

Proposer must submit Market Research Tools that they have available.

Contractors must specify the research/rating system tools that they have available.

Each page of the header section of the “Market Research Tools” will look as shown in the red box below:

Market Research Tools, Page 1 of XX

MARKET RESEARCH TOOLS

All the digital contents can be provided in one flash drive. Flash Drive contents must be arranged in folders named with Attachment number and description.

H. **DETAILED WORKPLAN SPECIFIC TO THE SCOPE OF WORK

Proposers must submit a Detailed Workplan specific to the Scope of Work.

Each page of the header section of the “Detailed Workplan” will look as shown

Detailed Workplan, Page 1 of XX

DETAILED WORKPLAN SPECIFIC TO THE SCOPE OF WORK

RFP#24C063000

ATTACMENT 16

PROPOSER’S COST WORKSHEET

Proposer’s Contact Details

Mailing address City State Zip Code

Telephone number Fax number Email address Name of Contact Person Telephone number (If different from above)

Bidding Preferences Claimed (Check only the preferences claimed)

☐ Certified small business or micro business preference (if applicable) Certification #

☐ Non-small business subcontractor preference (refer to Attachment 2) Check [yes/no]

☐ DVBE Incentive (refer to ATTACHMENT 3/3A) (if applicable) Certification #

☐ TACPA Preference, if applicable (refer to ATTACHMENT 12) Check [yes/no]

Submitted hereon is the Cost Worksheet to provide advertising services per the specifications of this RFP. Proposer shall provide rate(s) in clear, legible figures in the spaces provided. Failure to provide the required rates shall be cause for rejection of your bid.

NOTE:

1. Any quantities listed on this Cost Worksheet by CHP are CHP’s estimates only and are offered as a basis for the comparison of bids. The State does not expressly or by implication agree that the actual amount of work will correspond therewith and reserves the right to omit portions of the work as may be deemed necessary or advisable by the State.

2. In the case of a discrepancy between the Unit Price (e.g., Hourly Rate, Cost per Service) and Item Total (e.g., Hourly Rate x Hours Worked = Item Total), the Unit Price shall prevail. However, if the Unit Price figure is ambiguous, illegible, uncertain, or is omitted, the Item Total shall be divided by the estimated usage (e.g., Hours Worked) to determine the Unit Price. In the case of a discrepancy between the Basis of Award and the sum of the Item Totals, the sum of the Item Totals shall prevail.

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COST WORKSHEET

1. INTERNET ADVERTISING ESTIMATE

Estimated Number of Impressions Estimated Rate of CMP (Cost per Mille) $

(A) Total Budget Estimate for Internet Advertising

2. SOCIAL MEDIA PLATFORMS

(B) Total Budget Estimate

3. CABLE / STREAMING TELEVISION MEDIA OUTLETS

Estimated Hours

(C) Estimated Amount

4. RADIO COMMERCIALS

Estimated Hours

(D) Estimated Amount

5. PRINT MEDIA

Projected Number of Advertisements

(E) Estimated Dollar Amount

6. PLANNING, DEVELOPMENT AND PRODUCTION COST

(F) Total Estimated Cost

TOTAL ESTIMATE FOR MEDIA BUYS (A+B+C+D+E+F)

Proposers can attach additional sheets with detailed costs breakdown to this Cost Worksheet, if necessary. Additional sheets must have headers on each page clearly stating, “Attachment to Cost Worksheet -Attachment 16, Page # /#, RFP #24C063000”

(This estimate reflects the cost estimate for the entire term of the contract).

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The proposer hereby certifies that the materials submitted in response to this RFP and the price(s)/rate(s) offered on this Cost Worksheet are true and accurate to the best of the bidder's knowledge. The proposer further understands that the above quoted rate(s) must include all of the bidders’ costs including operating expenses, labor, service call charges, fees/estimates, transportation/travel costs, mileage or per diem expenses, equipment costs, supplies, annual inflation costs/rate adjustments, profit margin, etc. By submitting this RFP Form the proposer hereby claims its willingness to certify to and comply with all requirements and terms and conditions cited in this RFP and any attachment thereto.

The proposer agrees that the price(s)/rate(s) offered hereon shall remain in effect until CHP awards the agreement and throughout the duration of the agreement. Any cost over-runs or increases in services, if allowed, shall be billed at the price(s)/rate(s) stated for the appropriate budget period. Agreement’s optional years, if exercised, shall be billed at the price(s)/rate(s) stated for that budget period/year if more than one budget period/year is shown.

The proposer certifies that the rates submitted do not violate California Unfair Trade Practice Laws, California Business and Professions Code (BPC) Section 17043, BPC Section 16700 et seq., BPC Section 17200, Common Law Interference Advantage, Common Law Unfair Competition, and Federal or state prohibitions against contracts in restraint of trade. Proposals which violate these provisions will be rejected.

The proposer certifies that all conditions and qualifications are met and in effect on the date of this bid. The proposer understands that its bid response will become a public document and will be open to public inspection.

The proposer acknowledges that if awarded the Agreement, Contractor shall not begin work before receiving an approved, signed copy of the Agreement.

I, the official named below, CERTIFY UNDER PENALTY OF PERJURY that I am duly authorized to legally bind the prospective proposer/bidder to the requirements of this bid document. This certification is made under the laws of the State of California.

Proposer’s Name Title

Signature Date