CDLE Sole Source Certification Request-Colorado Broadcasters Association.pdf
PDF 235 KB Posted
- Attached to
- Colorado Broadcasters Association
- Solicitation number
- NPSS1 KAAA 2026000231 1
- Issued by
- Denver County, Denver City, Colorado
About this file
This is a Sole Source Certification Request filed by the Colorado Department of Labor and Employment (CDLE) for the Colorado Broadcasters Association (CBA) to execute a targeted public awareness campaign regarding HB 25-1328 Know Your Rights training requirements for direct care workers. The project requires CDLE to educate direct care employers statewide about mandatory training compliance by October 1, 2026, with direct care employers as the primary audience and direct care employees as secondary audience. The campaign will utilize radio, television, digital, and social media channels to drive awareness through CDLE's designated training and information resources. The typical campaign duration is between 3 and 4 months, with a project deadline of June 30, 2026.
CDLE has allocated a budget of $65,000 for this initiative. The sole source justification is based on CBA's unique Non-Commercial Supporting Announcements (NCSA) program, which is the only program of its kind in Colorado and has been successfully utilized by CDLE for over 10 years. CBA operates a statewide network comprising more than 200 radio stations and 34 television stations that donate airtime to distribute government and nonprofit messages at a flat rate. The NCSA program provides an estimated monthly return on investment of $4 for every $1 invested and will be complemented by Google Performance Max digital tactics. Previous CBA campaigns have demonstrated significant results, including a WOTC program campaign that generated 24,100 applications, representing a 5.8% increase compared to the prior year. CBA's capabilities are exclusive to the state market, with no competitors identified for this scope of services.
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Text version
Sole Source Posting (§24-103-205, C.R.S.)
Project Information:
HB 25-1328 is requiring DLSS to provide a Know Your Rights training for direct care workers statewide. The training will be required, and direct care employers will be liable if their staff do not successfully complete the training by October 1, 2026. This project is to execute a targeted public awareness campaign to educate direct care employers of this new requirement. DLSS has a budget of $65,000 to spend by June 30, 2026. The primary audience of the campaign would direct care employers with direct care employees being the secondary audience. The campaign will utilize radio, television, digital, social and digital media channels to drive awareness, understanding, and timely employer action through DLSS’ designated training and information resources.
Description of Goods and/or Services:
CDLE has used the Colorado Broadcaster’s Association’s Non-Commercial Supporting Announcements program for more than 10 years including the three recent examples listed above. The program has been leveraged as an outreach strategy for a number of initiatives for statewide PSA campaigns to raise awareness for CDLE’s work in supporting Colorado’s workforce. Their past campaigns have included other state agency partners and the Governor's Office. This is the only program of its kind and there are no other competitors in the marketplace for this outreach. Typical campaigns run between 3 and 4 months.
CBA is a non-profit trade association comprised of member TV and radio stations, with more than 200 radio stations and more than 34 television stations. CBA utilizes its statewide network of terrestrial and streaming broadcast stations through its flatrate NCSA program to distribute broadly targeted messages and engage key audiences. The added value of the NCSA program consistently earns a monthly ROI of $4 to every $1 invested. NCSP is available solely to government agencies and non-profit organizations and is an efficient and affordable way to reach a statewide audience in Colorado. CBA member stations donate their airtime to the CBA to help further the CBA mission of “building a stronger broadcast community.”
Government and nonprofit organizations participating in the NCSA program are able to have their announcements seen and heard on hundreds of stations multiple times for a flat fee at a fraction of the price it would cost to purchase each station individually. The NCSA program is the only program of its kind in the state of Colorado. No other entity has the experience working with government agencies or the ability to reach all the major, medium, and small media markets in the State of Colorado. CBA's program specializes with government and non-profits and are able to manage and distribute announcements statewide ensuring that they are on multiple radio and television stations. CBA also provides a monthly traffic summary on station performance.
The CBA also complements its broadcast tactics via the NCSA program with modern digital tactics via Google Performance Max (PMAX). PMAX combines YouTube, Google Search, Display, and other Google properties into a single AI-driven campaign, allowing our messages to reach targeted employers across multiple platforms while optimizing delivery, engagement, and conversions in real time. The last campaign we executed with the CBA that utilized PMAX with its broadcast tactics was wildly successful. The general awareness campaign promoting the WOTC program resulted in the WOTC team receiving 24,100 applications — a 5.8% increase compared to the same period the year prior and a 5% increase compared to the previous three months. The final performance report on the WOTC campaign can be reviewed here.
https://drive.google.com/file/d/15Ej-cSVolSPCu-8zWrN0AtHxr9vC_E6F/view?usp=sharing https://drive.google.com/file/d/15Ej-cSVolSPCu-8zWrN0AtHxr9vC_E6F/view?usp=sharing
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