B260008_Sac_RFP_Digital_Billboards_2026-09-17_Final_.pdf

CALIFORNIA STATE UNIVERSITY, SACRAMENTO

REQUEST FOR PROPOSALS (RFP)

Digital Billboard Advertising Sales and Revenue Sharing Services

All bids shall be submitted to:

California State University, Sacramento

Procurement & Contract Services 6000 J Street, Modoc Hall 3005 Sacramento, CA 95819

Attn: David Sawyer

California State University, Sacramento Digital Billboard & Advertising RFP

SECTION 1

INTRODUCTION, BACKGROUND, AND OPPORTUNITY

1.1 Introduction

California State University, Sacramento ("Sacramento State" or the "University") invites qualified firms to submit proposals to furnish, install, commission, operate, and maintain three (3) digital billboards on University property and to market and sell University-approved advertising displayed on those billboards.

The successful proposer will collect advertising revenue and remit the University's agreed Minimum Annual Guarantee and Revenue Sharing payments in accordance with the resulting Agreement.

The University seeks a qualified proposer capable of furnishing, installing, operating, maintaining, and monetizing three (3) University-approved digital billboards through a long-term business relationship that generates sustainable advertising revenue and reflects the University's commitment to operational excellence and responsible stewardship of public resources.

The successful proposer will be expected to perform the services described in this Request for Proposals ("RFP") in a manner that supports the University's educational mission, protects the Sacramento State brand, and provides measurable value throughout the Agreement term.

This procurement will follow a two-phase process. The first phase will consist of the Statement of Qualifications (SOQ) evaluation. Firms selected to advance to the second phase will submit the fiscal component and participate in an in-person interview.

The University intends to award a single Agreement to the proposer determined to provide the Best Value through the evaluation process described in this Request for Proposals.

1.2 University Background

California State University, Sacramento is a campus of the California State University system and serves as California's capital university. The University seeks to establish three (3) digital billboards that create a professionally managed advertising opportunity while generating revenue for the University in a manner consistent with its educational mission, institutional values, and public responsibilities.

The University seeks to establish three (3) digital billboards that support University-approved advertising and institutional messaging. Through this procurement, Sacramento State intends to obtain professionally designed and installed billboards, reliable ongoing operation and maintenance, effective advertising sales, transparent financial administration, and a sustainable revenue stream for the University.

1.3 Purpose of the Request for Proposals

The purpose of this Request for Proposals is to identify and select a qualified provider to furnish and install three (3) digital billboards at no cost to the University; operate, maintain, and support those billboards throughout the Agreement term; sell University-approved advertising inventory; collect advertising revenue; and share revenue with the University under the financial structure proposed and accepted through this procurement.

The successful proposer will furnish and install three (3) digital billboards at no cost to the University, operate and maintain the billboards, sell University-approved advertising inventory, collect advertising revenue, and share revenue with the University in accordance with the resulting Agreement.

California State University, Sacramento

1.4 Business Opportunity

Sacramento State welcomes proposals from qualified regional and national outdoor advertising and digital billboard firms with demonstrated experience furnishing and operating digital billboards, selling advertising inventory, maintaining advertiser relationships, and generating sustainable advertising revenue. Proposers should demonstrate knowledge of the Sacramento advertising market and a credible plan to maximize billboard utilization and University revenue.

The University encourages proposers to recommend appropriate billboard technology, operating practices, and advertising sales strategies that maximize the value of the three-billboard program while remaining consistent with the University's educational mission and Advertising Standards.

1.5 Agreement Term

The University anticipates an initial Agreement term of five (5) years. At the University's sole option, the Agreement may be extended for one (1) additional three (3) year term and one (1) additional two (2) year term, for a maximum potential term of ten (10) years.

1.6 Financial Structure

Financial Proposals shall include a Minimum Annual Guarantee, proposed Revenue Sharing percentage or structure, advertising revenue projections, financial assumptions, the value and cost of the three (3) required digital billboards, and any other financial commitments proposed by the proposer.

1.7 Required Digital Billboards

The successful proposer shall furnish, install, commission, and place into operation three (3) new digital billboards at no cost to the University: Billboard 1, a Highway Billboard designed and oriented primarily for visibility from the adjacent highway; and Billboards 2 and 3, Campus Billboards designed primarily for campus vehicular and pedestrian audiences. The successful proposer shall be responsible for all equipment, hardware, software, installation, commissioning, warranties, and other items necessary for complete and operational installations, subject to University approval. Ownership shall transfer to the University upon final acceptance unless otherwise provided in the resulting Agreement.

1.8 Public Works and Prevailing Wage Requirements

Installation work on University property shall comply with applicable California public works and prevailing wage requirements required by law. All anticipated compliance costs shall be included in the proposal.

1.9 Billboard Locations and University Approval

The locations, orientation, size, design, technology, installation details, and operation of the three (3) digital billboards shall be subject to prior University approval. Billboard 1 shall be the Highway Billboard;

Billboards 2 and 3 shall be Campus Billboards. Final locations and configurations shall be identified or approved by the University. No additional billboard or advertising location is included within the scope of this RFP unless added by written amendment executed by the University.

1.10 Advertising Standards

All advertising content shall be subject to University approval. Advertising promoting alcohol, tobacco, nicotine, cannabis, illegal drugs, firearms, gambling, adult-oriented businesses, political campaign

California State University, Sacramento advertising, or content inconsistent with the University's mission shall be prohibited unless expressly authorized by the University.

1.11 Best and Final Offer

Each Phase I Technical Proposal submitted shall constitute the proposer’s Best and Final Offer for Phase I. Each proposer invited to Phase II shall submit its Financial Proposal in accordance with the University’s Phase II instructions, and that Financial Proposal shall constitute the proposer’s Best and Final Offer for the financial component. The University does not intend to request revised proposals or revised financial offers but may request clarifications as provided in this RFP.

1.12 Scope Limitations

This RFP is limited to the furnishing, installation, operation, maintenance, and advertising sales associated with the three (3) digital billboards authorized by the University. Sacramento State Athletics advertising inventory and Athletics-controlled advertising opportunities are expressly excluded unless specifically identified by written amendment.

1.13 Basis of Award

The University intends to award a single Agreement using a two-phase Best Value evaluation process consisting of a Written Proposal Evaluation and an Oral Presentation and Interview.

SECTION 2

SCOPE OF SERVICES

2.1 General Scope of Services

The University seeks a qualified provider to furnish, install, commission, operate, maintain, and support three (3) digital billboards and to sell University-approved advertising inventory displayed on those billboards. The provider shall collect advertising revenue, remit the University's Minimum Annual Guarantee and Revenue Sharing payments, provide financial and sales reporting, and perform all related services necessary for a complete and successful billboard advertising program.

The Scope of Services described herein establishes the University's minimum requirements for the three

(3) digital billboards and associated advertising sales program. Proposers may recommend technologies, operating practices, or sales approaches that improve performance or University revenue while remaining consistent with this RFP.

The successful proposer shall furnish all personnel, supervision, management, labor, equipment, software, materials, transportation, tools, supplies, and incidentals necessary to perform the services described herein.

2.2 Advertising Sales

Develop, market, sell, and administer advertising opportunities that generate sustainable revenue while protecting the University's educational mission, institutional values, and brand.

Required Services:

• Develop an annual advertising sales plan.

• Identify and solicit qualified advertisers.

California State University, Sacramento

• Develop new advertising sales opportunities for the three (3) digital billboards.

• Negotiate advertising agreements subject to University approval.

• Maintain professional advertiser relationships.

• Recommend pricing strategies.

• Assure compliance with the University's Advertising Standards.

Obtain University approval of advertising content before display and remove or suspend advertising promptly when directed by the University.

The successful proposer shall not represent that it has authority to bind the University or make commitments on the University's behalf to advertisers.

2.3 Digital Billboard Operations

Operate and manage the three (3) digital billboards in a reliable, efficient, and professional manner, including advertising scheduling, content management, system monitoring, technical support, and coordination of University-approved content.

Required Services:

• Operate all three (3) digital billboards.

• Manage scheduling of approved advertising and University content.

• Maintain content management systems.

• Monitor system performance.

• Coordinate University messaging.

• Recommend operational improvements and technology enhancements.

Provide the University with access to the billboards for University-approved institutional, public-safety, emergency, and other non-commercial messaging in accordance with the schedule, priority rules, and inventory allocation established in the Agreement.

Emergency and public-safety messages designated by the University shall receive priority over commercial advertising when directed by the University.

2.4 Billboard Maintenance and Asset Management

Maintain the three (3) digital billboards in safe, reliable, and fully operational condition.

Required Services:

• Preventive maintenance.

• Corrective maintenance and repairs.

• Warranty coordination.

• Maintenance logs.

• Equipment replacement recommendations.

• Equipment inventory.

Maintain commercially reasonable billboard uptime and respond promptly to outages, safety issues, and material display failures. The proposer shall describe its proposed response times, escalation procedures, and service-level commitments in its Technical Proposal.

California State University, Sacramento

The successful proposer shall maintain all three (3) digital billboards in a safe, clean, and professional condition throughout the Agreement term.

2.5 Furnishing and Installation of Digital Billboards

The successful proposer shall furnish, install, commission, and place into operation three (3) digital billboards at no cost to the University, including all labor, equipment, hardware, software, mounting and structural systems, commissioning, training, and warranties. All installation work is subject to University approval and applicable public works and prevailing wage requirements.

The successful proposer shall coordinate all required design, engineering, structural support, electrical and data connections, permits or approvals, testing, commissioning, and as-built documentation necessary for complete installations, except for items expressly identified by the University as University responsibilities.

2.5.1 Billboard Classifications

The three (3) Digital Billboards shall be classified as follows: Billboard 1 - Highway Billboard, designed and oriented primarily for visibility from the adjacent highway and intended to provide a high-visibility commercial advertising opportunity; Billboard 2 - Campus Billboard, located on the Sacramento State campus and designed primarily for campus vehicular and pedestrian traffic; and Billboard 3 - Campus Billboard, located on the Sacramento State campus and designed primarily for campus vehicular and pedestrian traffic. Final location, orientation, dimensions, configuration, and design of each billboard shall be subject to University approval.

2.5.2 Billboard 1 - Highway Billboard Requirements

The Highway Billboard shall be designed for effective visibility from the adjacent highway and shall account for viewing distance, traffic speed, orientation, ambient lighting, and other conditions associated with highway-facing advertising. The proposer shall recommend the display dimensions and aspect ratio, pixel pitch and resolution, brightness and automatic dimming capability, viewing angle and orientation, structural configuration, content-display characteristics, communications infrastructure, and other technical features necessary to provide an effective highway-facing digital billboard. The Technical Proposal shall explain the basis for the proposed configuration and demonstrate how the recommended billboard will provide effective advertising visibility while satisfying applicable University requirements.

2.5.3 Billboards 2 and 3 - Campus Billboard Requirements

The Campus Billboards shall be designed specifically for the Sacramento State campus environment and shall account for shorter viewing distances, lower vehicular speeds, pedestrian activity, surrounding buildings and landscaping, ambient lighting, campus aesthetics, and University operational requirements.

The proposer shall recommend the display dimensions and aspect ratio, pixel pitch and resolution, brightness and automatic dimming capability, viewing angle and orientation, structural and architectural configuration, content-display characteristics, communications infrastructure, and other technical features appropriate for the campus environment. The Campus Billboards shall present a professional appearance compatible with the surrounding campus environment and shall support both University-approved commercial advertising and University messaging.

2.5.4 Display Performance and Light Control

Each Digital Billboard shall use commercial-grade outdoor LED display technology suitable for continuous operation and shall provide uniform brightness and color performance, sufficient outdoor visibility, automatic brightness adjustment based on ambient light, nighttime dimming, remote monitoring and diagnostics, thermal management, weather and dust protection, and component-level fault detection or equivalent diagnostic capability. The University may require reasonable adjustments to brightness, California State University, Sacramento operating hours, display intensity, or other operating parameters for safety, campus operations, community considerations, or compliance with applicable requirements.

2.5.5 Content Management System

The successful proposer shall provide and maintain a secure content management system capable of remotely managing all three Digital Billboards. The system shall support advertising scheduling, University-provided content, priority emergency and public-safety messaging, remote content changes, display schedules and content logs, proof-of-play or equivalent verification, appropriate University visibility into scheduled content and system status, and remote operational monitoring. The proposer shall identify all software, licensing, hosting, communications, and subscription requirements. Recurring costs required for operation during the Agreement term shall be included in the Financial Proposal unless otherwise expressly approved by the University.

2.5.6 University Messaging and Emergency Communications

Billboards 2 and 3 shall be available for University institutional messaging in accordance with content-allocation and scheduling procedures established in the Agreement. Billboard 1 may also be used for University messaging as directed by the University, including emergencies, public safety, institutional, or other University-approved communications. University emergency and public-safety messaging shall receive priority over commercial advertising when directed by the University. The successful proposer shall establish procedures enabling authorized University representatives to request or initiate urgent content changes within response times acceptable to the University.

2.5.7 Electrical, Communications, and Structural Requirements

The successful proposer shall identify, design, coordinate, and provide all electrical, communications, structural, and mounting requirements necessary for complete operation of the Digital Billboards, including applicable electrical service connections, disconnects and protective devices, data connections, wireless or wired network equipment, surge protection, grounding and bonding, control equipment, structural engineering, foundations, mounting systems, and restart capability following power interruption.

All infrastructure and design documents shall be subject to University review and approval before installation.

2.5.8 System Availability, Maintenance, and Service

The successful proposer shall operate and maintain the Digital Billboards to achieve a high level of availability throughout the Agreement term. The Technical Proposal shall describe the proposed uptime standard, remote monitoring process, preventive maintenance program, service-response times, escalation procedures, emergency repair procedures, spare-parts strategy, and manufacturer support arrangements. Maintenance shall include, as applicable, LED modules, power supplies, controllers, communications equipment, cooling and ventilation systems, electrical systems, structural inspections, cabinets and enclosures, cleaning, software and firmware updates, troubleshooting, and diagnostics.

2.5.9 Warranty and Component Availability

The proposer shall identify all manufacturer and installer warranties applicable to each Digital Billboard, including equipment, parts, labor, LED modules, power supplies, controllers, structural components, and software support. The successful proposer shall administer warranty claims during the Agreement term and maintain access to replacement components necessary to avoid extended outages. The Technical Proposal shall describe any proposed component obsolescence or end-of-life strategy.

2.5.10 Cybersecurity and System Access

Any software, network connection, remote-access platform, or cloud-based system used to operate the Digital Billboards shall comply with applicable University information technology and cybersecurity

California State University, Sacramento requirements. The successful proposer shall limit system access to authorized users, maintain appropriate authentication controls, protect administrative credentials, apply security updates and patches, and notify the University of material cybersecurity incidents affecting billboard operations or University information.

2.5.11 Commissioning, Acceptance, Training, and Documentation

Before final acceptance, each Digital Billboard shall be fully tested and commissioned, including display operation, brightness controls, content scheduling, remote monitoring, communications, emergency messaging functionality, system diagnostics, electrical operation, and required safety systems. The successful proposer shall correct deficiencies before final acceptance and provide appropriate University training and documentation, including equipment manuals, software documentation, system architecture, warranty information, maintenance procedures, emergency contacts, as-built drawings, electrical and structural drawings, administrative procedures, and manufacturer/model information.

2.5.12 Ownership and Turnover

Unless otherwise provided in the Agreement, ownership of the three Digital Billboards and associated permanently installed equipment shall transfer to the University upon final acceptance. Upon expiration or termination of the Agreement, the successful proposer shall provide all documentation, credentials, transferable licenses, warranties, maintenance records, spare-parts information, and other materials reasonably necessary for continued operation of the Digital Billboards.

2.6 Financial Administration

Provide accurate, transparent, and auditable financial administration.

Required Services:

• Invoice advertisers.

• Collect revenues.

• Remit the University's Minimum Annual Guarantee and Revenue Sharing.

• Submit monthly financial reports.

• Cooperate with University audits.

Maintain advertiser contracts, invoices, receipts, accounts-receivable aging, credits, adjustments, and other records sufficient to substantiate Program Revenue and amounts payable to the University.

Revenue reports and payments to the University shall be provided on the schedule established in the Agreement.

2.7 Reporting Requirements

Provide timely information necessary to evaluate Program performance.

• Monthly: Gross advertising revenue, University revenue share/MAG reconciliation, sales activity, advertiser roster, inventory utilization, accounts-receivable aging, maintenance activity, outages, and operations summary.

• Quarterly: Business Review, advertising pipeline, pricing and inventory performance, revenue forecast, key performance indicators, material issues, and recommended corrective or growth actions.

California State University, Sacramento

• Annually: Business Plan, advertising sales plan, revenue forecast, technology and lifecycle assessment, maintenance plan, and annual performance report.

2.8 Program Meetings

Monthly Operations Meetings; Quarterly Business Review Meetings; Annual Business Planning Meeting.

2.9 Billboard Locations and Changes

The three (3) billboard locations and installation configurations are subject to University approval. Any relocation, replacement, material modification, or addition of a billboard shall require prior written authorization by the University.

2.10 Regulatory Compliance

The successful proposer shall comply with all applicable CSU policies, Sacramento State policies, California Public Contract Code, California Labor Code, DIR requirements, prevailing wage requirements, ADA requirements, applicable codes, OSHA requirements, and University information technology standards.

2.11 Continuous Improvement

The successful proposer shall continually evaluate opportunities to improve advertising sales, billboard utilization, technology, operational efficiency, customer service, and University revenue, and shall present recommendations during periodic business reviews.

2.12 Customer Service and Responsiveness

The successful proposer shall designate a primary Account Manager, respond promptly to University requests, maintain regular communication, resolve operational issues in a timely manner, and maintain professional relationships with University personnel, advertisers, and other stakeholders.

SECTION 3

PROPOSAL REQUIREMENTS

3.1 General Requirements

Proposals shall be prepared in accordance with this Request for Proposals (RFP). Proposals shall be clear, complete, concise, and organized in the order specified in this Section. Failure to submit required information may result in the proposal being determined non-responsive.

3.2 Executive Summary

Purpose

Provide the Evaluation Committee with a concise overview of the proposer's qualifications, understanding of the University's objectives, and overall approach.

Requirements

• Maximum three (3) pages.

• Understanding of the University's objectives.

California State University, Sacramento

• Overall business approach and key differentiators.

• Advertising sales philosophy.

• Long-term vision for the three-billboard advertising program.

• Why is the proposer uniquely qualified?

3.3 Cover Letter

Signed by an individual authorized to bind the proposer; include contact information, confirmation of addenda, and acknowledgment that the Phase I Technical Proposal constitutes the proposer’s Best and Final Offer for Phase I.

3.4 Company Qualifications and Experience

Describe company history, organization, California presence, experience furnishing and operating digital billboards, digital-out-of-home advertising sales experience, relevant public-sector or higher-education experience, comparable projects, financial capacity, litigation history, and proposed subcontractors.

3.5 Project Team and Key Personnel

Identify the Executive Sponsor, Executive Account Manager, Sales Manager, Project Manager, Operations Manager, and provide resumes, responsibilities, and experience.

3.6 Technical Proposal

Describe the approach to performing the Scope of Services, including proposed billboard technology and specifications; design, engineering, permitting and installation approach; operations and content management; maintenance and service levels; advertising sales; financial administration and reporting;

University messaging; customer service; cybersecurity or remote-access controls, if applicable; and continuous improvement.

3.7 Advertising Sales Strategy

Describe target advertiser segments, Sacramento market strategy, sales staffing and methodology, revenue growth strategy, relationship management, and key performance indicators. The proposer shall explain any differing rate structures, advertiser targets, inventory strategies, and sales approaches proposed for Billboard 1 - Highway Billboard and Billboards 2 and 3 - Campus Billboards.

3.8 Implementation Plan

Provide a detailed implementation schedule from contract kickoff through site verification, design and engineering, University approvals, public-work and permitting activities, procurement/fabrication, installation, testing and commissioning, staff onboarding, sales launch, and major milestones. Identify critical dependencies and proposed University decision dates.

3.9 Financial Proposal (Separate Delivery – If Selected for Presentation)

Only proposers selected to advance to Phase II shall submit a Financial Proposal. The Financial Proposal shall include the Minimum Annual Guarantee for each Agreement year; proposed Revenue Sharing percentage or structure; projected gross advertising revenue and utilization assumptions

California State University, Sacramento separately for Billboard 1 - Highway Billboard and for Billboards 2 and 3 - Campus Billboards, together with consolidated program projections; material assumptions supporting those projections; proposed escalation, if any; the proposed value of each of the three (3) required Digital Billboards and related capital investment; and any requested deductions, exclusions, credits, or other financial qualifications.

The Financial Proposal shall be submitted in the form and by the deadline established in the University's Phase II instructions and shall be presented and discussed during the Oral Presentation and Interview.

3.10 References

Provide at least three comparable client references.

3.11 Requested Exceptions

Identify any requested exceptions to this RFP or the California State University Terms and Conditions of Purchase included as Exhibit A.

3.12 Required Certifications

Complete and submit all certifications, acknowledgments, and affidavits included in Exhibit F – Proposal Forms.

3.13 Why Your Firm?

Provide a two-page statement explaining why the firm is uniquely qualified to furnish and operate the University's three digital billboards and successfully sell the associated advertising inventory.

3.14 Acknowledgment of University Objectives

Provide a signed acknowledgment of the University's Advertising Standards, Athletics exclusion, requirement to furnish and install three (3) digital billboards, applicable prevailing wage and public works requirements, and applicable CSU contractual terms.

SECTION 4

Evaluation Process and Award

4.1 General

Best Value procurement. An Award will be made to the proposer providing the greatest overall value to the University. The University reserves the right to reject proposals, waive minor informalities, request clarifications, or cancel the solicitation.

4.2 Evaluation Committee

The Evaluation Committee will independently evaluate proposals, establish consensus scores, and may utilize subject matter experts.

4.3 Phase One – Written Proposal Evaluation

Responsive proposals will be scored independently, followed by consensus scoring and establishment of a competitive range.

Written evaluation totals 100 points:

California State University, Sacramento

• Executive Summary (10)

• Firm Qualifications (20)

• Technical Proposal (30)

• Advertising Sales Strategy (20)

• Project Team/Implementation/References (20)

4.3.1 Written Proposal Evaluation Considerations

The Evaluation Committee may consider, among other relevant factors, the considerations below when assigning Phase I scores. These considerations provide insight into the University’s evaluation priorities and do not limit consideration of other information relevant to the stated criterion.

Executive Summary (10 Points) Understanding of the University’s objective to establish and monetize three digital billboards; clarity and organization; strategic vision; responsiveness to the RFP; and overall value proposition.

Firm Qualifications (20 Points) Demonstrated experience furnishing, installing, operating, and maintaining digital billboards; experience selling outdoor or digital-out-of-home advertising; organizational and financial capacity; relevant public-sector or higher-education experience; comparable project performance; and references.

Technical Proposal (30 Points) Quality and feasibility of the proposed billboard technology and installation approach; operations and maintenance plan; content-management and scheduling capabilities; uptime and service approach;

reporting methodology; implementation risk management; and demonstrated ability to deliver three complete, operational billboards.

Advertising Sales Strategy (20 Points) Knowledge of the Sacramento advertising market; advertiser acquisition strategy; pricing and inventory-management approach; sales staffing and relationships; strategy for maximizing occupancy and revenue;

compliance with University Advertising Standards; and credibility of proposed performance metrics.

Project Team / Implementation / References (20 Points) Qualifications and availability of Key Personnel; clarity and feasibility of the installation and launch schedule; coordination of public works and University approvals; demonstrated execution capability;

quality of references; and past performance on comparable projects.

4.4 Phase Two – Oral Presentation and Interview

Only firms in the competitive range will participate.

Interview totals 100 points:

• Understanding (15)

• Strategic Partnership (15)

• Executive Team (15)

• Innovation (15)

• Financial Proposal Presentation (20)

• Overall Presentation (20).

California State University, Sacramento

4.4.1 Oral Presentation and Interview Evaluation Considerations

The Evaluation Committee may consider, among other relevant factors, the considerations below when assigning Phase II scores. The interview is intended to test the proposer’s ability to execute the project, support its financial offer, and work effectively with the University.

Understanding of University Objectives (15 Points) Understanding of the three-billboard project, University approval requirements, advertising restrictions, public works obligations, revenue objectives, and the proposer’s preparation and responsiveness to questions.

Strategic Partnership Approach (15 Points) Communication and account-management approach; responsiveness; transparency; approach to resolving issues; alignment with University objectives; and commitment to a productive long-term business relationship.

Executive Team and Key Personnel (15 Points) Relevant billboard and advertising-sales experience of the proposed team; leadership; availability;

continuity of Key Personnel; communication skills; and demonstrated accountability for delivery.

Innovation and Problem Solving (15 Points) Quality and practicality of technology recommendations; approaches to maximizing billboard uptime, utilization, and revenue; ability to address implementation or operating scenarios; and soundness of proposed solutions.

Financial Proposal Presentation (20 Points) Amount and sustainability of the Minimum Annual Guarantee; proposed Revenue Sharing structure;

credibility of separate revenue and utilization projections for the Highway Billboard and Campus Billboards; credibility of consolidated revenue projections and assumptions; value of each of the three required Digital Billboards and related capital commitment; transparency of the financial model; and overall long-term financial value to the University.

Overall Presentation and Responsiveness (20 Points) Professionalism; organization and clarity; directness and completeness of responses; consistency between the written proposal, interview, and financial proposal; and the Evaluation Committee’s confidence in the proposer’s ability to deliver the promised project and financial results.

4.5 Financial Proposal Presentation

Proposers selected for Phase II shall submit and present their Financial Proposal, including the Minimum Annual Guarantee, Revenue Sharing Proposal, separate revenue and utilization projections for Billboard 1 - Highway Billboard and Billboards 2 and 3 - Campus Billboards, consolidated Revenue Projections, Financial Assumptions, the value of each of the three (3) required Digital Billboards and related capital investment, and any other financial commitments. The Evaluation Committee may ask questions regarding the basis, sustainability, and value of any financial component.

The University will evaluate the financial offer for overall long-term value, sustainability, transparency, and credibility. A higher MAG or Revenue Sharing percentage will not, by itself, determine the award.

4.6 Final Evaluation

Final score equals Written Proposal (100) plus Oral Presentation (100) for a maximum of 200 points.

4.7 Best and Final Offer

California State University, Sacramento

Each Phase I Technical Proposal constitutes the proposer’s Best and Final Offer for Phase I. Each Phase II Financial Proposal constitutes the proposer’s Best and Final Offer for the financial component. The University does not intend to request revised proposals or revised financial offers before award but may request clarifications consistent with this RFP.

4.8 Award Recommendation

The Evaluation Committee will prepare a written recommendation for award.

4.9 Notice of Intent to Award

The University intends to issue a Notice of Intent to Award following approval.

4.10 Protest Procedures

Protests shall be submitted in accordance with CSU procurement procedures.

4.11 Reserved Evaluation Rights

The University reserves the right to verify qualifications, establish the competitive range, reject proposals, request clarifications, cancel or reissue the solicitation, and make an award in its best interest.

SECTION 5

AGREEMENT REQUIREMENTS

5.1 General

The successful proposer shall enter into a written Agreement with California State University, Sacramento ("University") for the performance of the services described in this Request for Proposals ("RFP").

The resulting Agreement shall incorporate, by reference, this Request for Proposals, the successful proposal, the California State University Terms and Conditions of Purchase, all applicable exhibits, any Special Provisions developed by the University, and all documents incorporated into the Agreement.

The Agreement shall establish the respective rights, duties, obligations, and responsibilities of the University and the successful proposer. It shall govern all work performed under the Sacramento State Digital Billboard Advertising Program.

Nothing contained in this Request for Proposals shall be construed as creating a contractual obligation until all parties have fully executed the Agreement and all required University approvals have been obtained.

5.2 Agreement Form

The resulting Agreement shall utilize the California State University Terms and Conditions of Purchase attached as Exhibit A.

By submitting a proposal, each proposer acknowledges that it has reviewed the California State University Terms and Conditions and understands that they shall serve as the contractual foundation for the resulting Agreement.

Any requested exceptions shall be specifically identified in the proposal. Failure to identify requested exceptions shall be deemed acceptance of the University's contractual requirements.

California State University, Sacramento

5.3 Agreement Term

The University anticipates awarding a single Agreement for an initial term of five (5) years.

At the University's sole option, the Agreement may be renewed for one additional three (3) year term and one additional two (2) year term, for a maximum potential term of ten (10) years.

Exercise of any renewal option shall remain solely at the discretion of the University.

5.4 Minimum Annual Guarantee

Each proposer invited to Phase II shall identify a proposed Minimum Annual Guarantee (MAG) in its Financial Proposal.

The Agreement shall establish the annual guarantee, payment schedule, escalation provisions, reporting requirements, default provisions, and the relationship between the MAG and Revenue Sharing payments, including any reconciliation or true-up methodology. The MAG shall remain payable regardless of advertising performance unless otherwise expressly provided in the Agreement.

5.5 Revenue Sharing

The successful proposer shall remit Revenue Sharing payments in accordance with its accepted Financial Proposal and the reconciliation methodology established in the Agreement.

The Agreement shall define Gross Revenue, any allowable deductions, the Revenue Sharing calculation, payment schedule, reporting requirements, and audit procedures. Unless expressly approved in the Agreement, no commission, agency fee, bad debt, production cost, operating expense, capital cost, or other deduction shall reduce the revenue base used to calculate the University's Revenue Sharing. The University shall retain full audit rights.

5.6 Capital Investment

The successful proposer shall furnish, install, commission into operation three (3) digital billboards at no cost to the University.

The proposer shall provide all labor, supervision, project management, design and engineering, materials, structures, hardware, software, electrical and data work, installation, testing, commissioning, warranties, training, and related services necessary to deliver three complete and operational digital billboards, except for responsibilities expressly assigned to the University in the Agreement.

Ownership of the digital billboards shall transfer to the University upon final acceptance unless otherwise provided in the Agreement.

5.7 Public Works and Prevailing Wage Requirements

To the extent any work performed under the Agreement constitutes public works under applicable California law, the successful proposer and its contractors and subcontractors shall comply with all applicable prevailing wage and public-works requirements.

Where applicable, the successful proposer shall comply with prevailing wage, Department of Industrial Relations registration, apprenticeship, certified payroll, and other labor compliance requirements. All anticipated compliance costs shall be included in the Financial Proposal.

California State University, Sacramento

5.8 Billboard Locations and Modifications

The locations and configurations of the three (3) digital billboards shall be subject to University approval.

The successful proposer shall not relocate, replace, materially modify, or add a billboard without the University's prior written authorization.

No additional billboard is included within the scope of this RFP. Any future billboard or additional advertising location would require separate written authorization by the University and, where required, compliance with applicable procurement requirements.

5.9 Key Personnel

The qualifications and experience of the Key Personnel proposed were material to the University's award decision.

Key Personnel shall not be replaced without the University's prior written approval. Replacement personnel shall possess qualifications substantially equivalent to or greater than those originally proposed. Repeated changes in Key Personnel may be considered when evaluating future renewal options.

5.10 Assignment

The successful proposer shall not assign, transfer, delegate, or subcontract the Agreement, in whole or in material part, without the University's prior written consent. Any approved subcontracting shall not relieve the successful proposer of responsibility for performance of the Agreement.

5.11 Insurance

The successful proposer shall maintain, throughout the term of the Agreement, insurance meeting the minimum requirements identified in Exhibit A.

Evidence of insurance shall be provided before commencement of services and upon renewal of any required policy.

5.12 Performance Standards

The successful proposer shall perform all services in accordance with the performance standards established in the Agreement, including billboard uptime and maintenance response, installation and implementation milestones, advertising sales activity, inventory utilization, revenue performance, financial reporting and payment timeliness, customer service, compliance with Advertising Standards, and participation in required meetings.

5.13 Performance Improvement Plan

If the University determines that performance is unacceptable, the University may require the successful proposer to prepare and implement a written Performance Improvement Plan (PIP).

Failure to successfully implement an approved Performance Improvement Plan may constitute grounds for additional contractual remedies, including termination or non-renewal.

5.14 Reporting

The successful proposer shall submit all reports identified in Section 2 of this Request for Proposals.

California State University, Sacramento

Financial and operational records shall be maintained in a form acceptable to the University and made available for audit upon request.

5.15 Advertising Standards

All advertising shall comply with the University's Advertising Standards.

Advertising promoting alcoholic beverages, tobacco or nicotine products, cannabis, illegal drugs, firearms, gambling, adult-oriented businesses, political campaign advertising, or content determined by the University to be inconsistent with its educational mission or institutional values shall be prohibited unless expressly approved in writing by the University.

The University reserves the right to revise its Advertising Standards during the Agreement term upon written notice to the successful proposer.

No advertisement may be displayed without University approval in accordance with the process established in the Agreement. The University may direct the suspension or removal of advertising that violates applicable law, University policy, the Advertising Standards, or the Agreement.

5.16 Contract Administration

The University shall designate a Contract Administrator responsible for day-to-day administration of the Agreement.

The University Sr. Director, Construction Services Procurement shall retain authority for procurement and contractual matters reserved to Procurement & Contract Services, including amendments and other actions requiring procurement approval.

5.17 Termination

The Agreement shall include provisions permitting termination for Cause, for Convenience, for Non- Appropriation of Funds, and by Mutual Agreement, subject to the notice requirements contained in the Agreement.

5.18 Ownership

The three (3) digital billboards furnished under the Agreement shall become University property upon final acceptance unless otherwise provided in the Agreement. University trademarks, logos, branding, and intellectual property shall remain the exclusive property of the University.

The Agreement shall address ownership and licensing of software, content-management credentials, warranties, spare parts, as-built documents, and other materials necessary for continued operation of the billboards following expiration or termination.

5.19 Audit Rights and Records Retention

The University shall have the right to audit all financial and operational records relating to the Agreement.

The successful proposer shall retain all financial, advertiser, sales, operational, maintenance, and supporting records for the period required by the Agreement and applicable California law and shall make such records available to the University upon reasonable notice.

SECTION 6

California State University, Sacramento

PROPOSAL SUBMISSION INSTRUCTIONS

6.1 General

Proposals shall be prepared and submitted in accordance with this Request for Proposals (RFP).

Proposals shall be complete, well organized, and received by the deadline established in the Procurement Schedule. Failure to submit all required information may result in a proposal being determined non-responsive.

6.2 Proposal Format

Phase I shall consist of the Technical Proposal only and shall not include financial information. Only proposers selected to advance to Phase II shall submit a Financial Proposal. Phase II shall include the Minimum Annual Guarantee, Revenue Sharing Proposal, separate revenue and utilization projections for Billboard 1 - Highway Billboard and Billboards 2 and 3 - Campus Billboards, consolidated Revenue Projections, Financial Assumptions, the proposed value of each of the three (3) required Digital Billboards and related capital investment, and a native Microsoft Excel financial workbook.

6.3 Proposal Submission

For Phase I, unless otherwise specified, submit one (1) original Technical Proposal, the required number of printed copies, and one (1) USB flash drive containing a searchable, bookmarked PDF with a linked table of contents. Proposers selected for Phase II shall submit the Financial Proposal separately in accordance with the University’s Phase II instructions, including a searchable PDF and the required native Microsoft Excel workbook. The signed original submission shall govern in the event of a discrepancy. It is the sole responsibility of each bidder or proposer to ensure their public works proposal is received at the correct location on time, and any mistakes or delays in mail delivery (including U.S. Mail or internal campus mail) are entirely the bidder's responsibility

6.4 Proposal Validity

Each Phase I Technical Proposal shall remain valid for one hundred eighty (180) calendar days following the Phase I due date. Each Phase II Financial Proposal shall remain valid for the period specified in the University's Phase II instructions, but in no event less than the period reasonably necessary to complete the evaluation and award process.

6.5 Questions Regarding the RFP

Questions shall be submitted in writing to the University Sr. Director, Construction Services Procurement by the deadline identified in the Procurement Schedule.

6.6 Communications During the Procurement

All communication regarding this procurement shall be directed exclusively to the University Sr. Director, Construction Services Procurement. Unauthorized communications may result in disqualification.

6.7 Addenda

Only written addenda issued by the University Sr. Director, Construction Services Procurement shall modify this RFP. Proposers shall acknowledge receipt of all addenda.

6.8 Proposal Withdrawal

California State University, Sacramento

A proposer may withdraw its proposal before the submission deadline by written notice to the University.

6.9 Public Records

The University shall determine the disclosure of proposal information in accordance with applicable California law, including the California Public Records Act. A proposer's designation of information as confidential or proprietary shall not be binding upon the University.

6.10 Proposal Costs

All proposal preparation and submission costs shall be borne solely by the proposer.

6.11 Electronic Proposal Requirements

Phase I electronic submissions shall be searchable and bookmarked and shall include a linked table of contents and all required appendices. Phase II Financial Proposals shall be submitted separately in searchable PDF and native Microsoft Excel format in accordance with the University’s Phase II instructions.

6.12 Proposal Organization Matrix

Follow the proposal organization established in Section 3. Technical Proposal = Phase I. Financial Proposal = Phase II.

6.13 Proposal Completeness

The proposer is solely responsible for confirming that its proposal is complete and includes all required information.

6.14 RFP Interpretation

Only written interpretations, clarifications, modifications, or changes issued by the University Sr. Director, Construction Services Procurement through a formal written addendum shall be binding upon the University.

6.15 Proposal Presentation

Proposals should be clear, concise, organized, and directly responsive to the RFP. Marketing materials that are not directly responsive should be limited.

6.16 Proposal Execution

Each Phase I Technical Proposal and, if applicable, each Phase II Financial…