CFC_RFP_for_Public_Relations_Consultant_-2025_FINAL.pdf

REQUEST FOR PROPOSAL

Notice to Prospective Proposers

November 10, 2025

You are invited to review and respond to this Request for Proposal (RFP), entitled CFC Public Relations and Marketing Consultant. In submitting your proposal, you must comply with these instructions.

Note that all agreements entered into with the State of California (State) will include by reference General Terms and Conditions and Contractor Certification Clauses that may be viewed and downloaded here:

https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources- List-Folder/Standard-Contract-Language?search=model%20contract%20language

In the opinion of the California Film Commission, this RFP is complete and without need of explanation. However, if you have questions, or should you need any clarifying information, please submit your questions to the email shown below. Answers to all questions will be compiled and emailed to each responder.

Contracts/Procurement Manager Governor’s Office of Business and Economic Development

GO-Biz.BSU@gobiz.ca.gov

Opening Date: November 10, 2025 Closing Date: December 11, 2025 by 5:00 PM PST

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

Proposals submitted after the stipulated deadline will be rejected without being evaluated with no exceptions.

https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language?search=model%20contract%20language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language?search=model%20contract%20language mailto:GO-Biz.BSU@gobiz.ca.gov

TABLE OF CONTENTS

SECTION PAGE

1. Purpose and Description of Service 3

2. Key Action Dates 3

3. Response Requirements 4

4. Presentation and/or Interviews 5

5. Review of Proposal for Award 5

6. Evaluation Criteria 5-7

7. Award and Protest 7

8. Public Records Act 8

9. Attachment A: Scope of Work 8-10

10. Vendor Forms 10

11. Small Business Incentive Program 11

12. DVBE Program 11

13. GenAI Disclosure 12

1. Purpose and Description of Service

The California Film Commission (CFC) supports film, television, and commercial productions of all sizes, and budgets, with a variety of services including an extensive digital location library, free online permitting, low-cost use of State properties as shooting locations, and production assistance. The CFC partners with a network of over 50 Regional Film Offices across the State which provides localized support and permit assistance. The CFC works to educate decision makers about the value of in-state film productions and serves as the primary liaison between the production community and all levels of government. The CFC’s goal is to increase the amount of film production, jobs, and revenue occurring in California.

The CFC also administers the California Film and Television Tax credit program for the State. This incentive program allows California to compete with over 35 states and dozens of countries that are aggressively luring film and television productions to their regions by offering generous incentives. The abundance of production incentives has greatly increased filming in other states and countries, further contributing to the erosion of motion picture production in California. The program, which launched in July 2009, has been effective in keeping productions working in the State. An enhanced incentive program is funded through Fiscal Year 2030-31.

The CFC seeks a public relations firm to assist CFC in all public relations, advertising and marketing programs, and to create a comprehensive communications plan. Main objectives include:

• Reinforce and expand public awareness of the CFC’s brand, services and programs.

• Proactively generate positive awareness of the tax credit program to producers and production companies (from within the State as well as out of state or foreign based companies) that may wish to locate their productions in California.

• Magnify the benefits of a robust film production industry and the economic impact generated by statewide film production to key stakeholders including lawmakers and government officials.

2. Key Dates

Event Date

1. Release of RFP November 10, 2025

2. Question & Answer Period Nov. 17 – Dec. 1, 2025

3. Answers to RFP Questions Posted December 3, 2025

4.. RFP Response Submission Due date (and time) December 11, 2025 at 5 p.m.

5. Contractor Presentations and Interviews (as appropriate)

Week of January 5

6. Anticipated Contract Award Approx. January 19, 2026

It is anticipated the term of this agreement will be two (2) years. Any modification or amendment to this agreement shall be in writing with consent of the parties hereto.

3. RFP Response Requirements

This RFP and the proposer’s response to this document will be made part of the CFC’s procurement contract file. Responses must contain all requested information and data and conform to the format described in this section. It is the proposer’s responsibility to provide all necessary information for the State to evaluate the response, verify requested information, and determine the proposer’s ability to perform the tasks and activities defined in the State’s Scope of Work, Attachment A.

The proposer must submit their response electronically to the department contact name and e-mail address indicated on the cover sheet to this RFP. A complete copy of your firm’s current Small Business / DVBE certification with the Department of General Services (DGS) must also accompany your response.

The proposer’s “Statement of Work” responds to the State’s Scope of Work and will be used to evaluate responsiveness to requirements. This Statement of Work response must map each task/deliverable item back to Attachment A. The response must include any additional information that the proposer deems necessary to explain how the Contractor intends to meet the State’s requirements. CFC estimates the contractor will work 20 hours per month. The Statement of Work needs to contain the following as appropriate:

• Overview of the required tasks and outcomes

• Description of how the tasks will be performed

• Work plan for each task (include performance schedule, detailed deadlines, and completion date)

• Samples of work from other projects, or outlines of what deliverables are proposed for the required tasks

• Resumes for each identified member of the contract team, detailing experience meeting the State’s requirements

• Organization Chart

• Any other requirements shown in the State’s Scope of Work document

• Additionally, regarding budget details, please include hourly rates for consultants as well as an estimate of the hours each consultant will spend on each task and also estimated hours per month. Expenses should be aligned with proposed tasks/activities.

Plagiarism, including but not limited to taking someone else's work or ideas and passing them off as one's own, and failure to cite someone else’s work or ideas, is prohibited and is grounds for disqualification. Using Generative Artificial Intelligence (GenAI) tools to complete any portion of an application, without citation, may be considered plagiarism and may also be grounds for disqualification.

GO-Biz reserves the right to amend the RFP at any time before the RFP submission deadline. All amendments will be posted on Cal eProcure. Each Respondent is advised to check for amendments periodically, particularly if the Respondent downloaded the RFP as the Respondent will not automatically receive amendments.

4. Presentations and/or Interviews

Upon request by the CFC, each respondent may be required to present their proposal virtually. If requested, the offeror’s proposed key project staff identified on the Organization Chart must be in attendance.

5. Review of Proposals for Award

Responses to this RFP will first be reviewed for responsiveness to the requirements of Attachments A – Scope of Work. If a response is lacking any information required in Attachment A, it may be deemed non-responsive. Further review is subject to CFC’s discretion. No late submissions will be accepted. Proposals should be no longer than 25 pages, single spaced.

6. Evaluation Criteria and Score Sheet

Proposals will be evaluated by individuals in a committee. The committee will evaluate each proposal and score each proposal individually using the Evaluation Criteria Score Sheet. Proposals will be considered for their merits in accordance with the Scope of Work.

Bidders must score enough technical points (non-budget/cost) to advance in the evaluation phase and be eligible for invitation to any applicable interview or presentation phase.

Evaluation Criteria Score Sheet

Maximum Possible Score

Score

1 How well does the proposer’s narrative description and timeline demonstrate understanding of the request and necessary expertise with the proposed work plan?

0-5 Proposer’s narrative and/or timeline lacks extensive detail and understanding of the request.

6-10 Proposer’s narrative and/or timeline provides a clear understanding of the request supported by expertise but only addresses a part of the request or lacks some detail in the work plan.

11-15 Proposer’s narrative and/or timeline provides a clear understanding of the request supported by expertise making a strong connection between program objectives and proposer’s timeline and/or work plan.

2 Methods and Strategies for Contractor Tasks, Responsibilities and Deliverables

0-7 Applicant did not address the core need; Project approach is not clearly described or Applicant addressed the question, but clarification is needed;

Approach only addresses a part of program objectives

8-16 Some indication that the project approach will advance the goals and public perception of the California Film Commission goals. Applicant addresses question in adequate detail; Moderate indication that the approach will advance program objectives, but the evidence basis or justification could be developed further.

17-25 Applicant describes approach and its connection to program objectives in clear detail;

Strong indication that the approach will advance program objectives; Approach will deliver earned media coverage and speaking opportunities to further the California Film Commission’s mission statement and goals around production in the state.

3 Experience in marketing, media, trade and broad press placement of stories and communications

0-5 zero or limited experience

6-10 average experience

11-15 adequate experience

4 Samples of media relations work and relevance of resumes

0-5 insufficient samples and relevant work provided

6-10 moderate samples provided but limited in direct relevant work

11-15 sufficient samples provided and clearly demonstrates relevant experience

5 Budget / Cost

When scoring a proposal, cost/value effectiveness and cost adequacy may be judged, evaluated and awarded points as part of the technical score, but this must be in addition to cost points. GO-Biz will use the suggested formula in SCM Vol 1, 5.25, B to calculate points for cost.

Total Score 100

GRAND TOTAL

7. Award and Protest

A. Notice of the proposed award shall be posted in a public place in the office of the Governor’s Office of Business and Economic Development for five (5) working days prior to awarding the agreement.

B. If any proposer, prior to the award of agreement, files a protest with the Governor’s

Office of Business and Economic Development, 1325 J Street, Suite 1800, Sacramento, CA 95814; and the Department of General Services, Office of Legal Services, 707 Third Street, 7thFloor, Suite 7-330, West Sacramento, CA 95605, on the grounds that the (protesting) proposer would have been awarded the contract had the agency correctly applied the evaluation standard in the RFP, or if the agency followed the evaluation and scoring methods in the RFP, the agreement shall not be awarded until either the protest has been withdrawn or the Department of General Services has decided the matter. It is suggested that you submit any protest by certified or registered mail.

C. Within five (5) calendar days after filing the initial protest, the protesting proposer shall file with the Department of General Services, Office of Legal Services and the Governor’s Office of Business and Economic Development a detailed statement specifying the grounds for the protest.

D. Upon resolution of the protest and award of the agreement, Contractor must complete and submit to the awarding agency the Payee Data Record (STD 204), to determine if the Contractor is subject to State income tax withholding pursuant to California Revenue and Taxation Code Sections 18662 and 26131. This form can be found on the Internet at http://www.courts.ca.gov/documents/4-2-RFP-13-14- 01GW- Attachment-5-Payee-Data-Record.pdf No payment shall be made unless a completed STD 204 has been returned to the awarding agency.

E. No payment shall be made unless the requested vendor forms have been returned to the awarding agency.

F. Upon resolution of the protest and award of the agreement, Contractor must sign and submit to the awarding agency, page one (1) of the Contractor Certification Clauses, which can be found on the Internet at https://www.dgs.ca.gov/OLS/Resources/Page- Content/Office-of-Legal-Services- Resources-List-Folder/Standard-Contract- Language

8. Public Records Act

By submitting an application, the Respondent acknowledges that GO-Biz is subject to the California Public Records Act (PRA) (Government Code section 7920.000 et. seq.).

Consequently, materials submitted by the Respondent to GO-Biz may be subject to disclosure pursuant to a PRA request. In the event that records of the Respondent are requested, GO-Biz will notify the Respondent, as soon as practicable, that a PRA request for the Respondent’s information has been received, but not less than five (5) business days prior to the release of the requested information, to allow the Respondent to seek an injunction. GO-Biz will work in good faith with the Respondent to protect any confidential information to the extent an exemption is provided by law.

9. Attachment A: Scope of Work

Proposer must describe methods, strategies, and approaches for accomplishing the CFC’s public relations goals. Sufficient detail should be given, which may include examples of past projects indicating competency, successes, activities, and events.

Proposer must demonstrate familiarity with the film production industry and the issue of runaway production. In addition, they must have experience and knowledge of reaching governmental agencies and elected officials through the media. Proposer must demonstrate managerial experience, past performance, and the ability to meet deadlines.

Knowledge and experience in developing partnership/sponsorships that leverage the CFC’s limited financial resources is important.

A. Contractor Tasks and Responsibilities:

1) Proposer will develop a strategic communications plan for CFC. The plan should include things such as: goals and objectives, target audiences, key http://www.courts.ca.gov/documents/4-2-RFP-13-14-01GW-Attachment-5-Payee-Data-Record.pdf http://www.courts.ca.gov/documents/4-2-RFP-13-14-01GW-Attachment-5-Payee-Data-Record.pdf http://www.courts.ca.gov/documents/4-2-RFP-13-14-01GW-Attachment-5-Payee-Data-Record.pdf https://www.dgs.ca.gov/OLS/Resources/Page-%20Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-%20Language https://www.dgs.ca.gov/OLS/Resources/Page-%20Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-%20Language https://www.dgs.ca.gov/OLS/Resources/Page-%20Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-%20Language messages, strategies and tactics, timelines, budgets, and any other components Proposer feels would be necessary.

2) Proposer must demonstrate the ability to translate themes and messages into collateral materials including campaigns, brochures, newsletters, conference exhibit booths, and other communicative devices to support the CFC’s programs. Provide at least two (2) descriptions of experience, detailing type of campaign and work involved, and if applicable, the involvement and coordination with constituency groups.

3) Proposer must demonstrate the ability to provide statewide media outreach involving major and secondary print daily, op-ed page editors, editorial boards, weekly print, broadcast news media, trade and consumer publication, governmental agency internal publication, and web-based media. Proposer must provide at least two (2) descriptions of media relations activities such as work in securing news and editorial coverage and placing feature articles.

4) Proposer shall estimate travel, communication, and postage/shipping expenses they expect to incur in the event they are awarded the contract. Travel and per diem expenses must not exceed rates authorized to regular State employees by the Department of Personnel Administration and must be pre-approved by CFC.

B. Deliverables – If awarded the contract, Proposer will be required to perform tasks including:

1) Relationship building and in-person meetings with media, executive speaking opportunities and thought-leadership positioning. Identify and secure speaking opportunities across the State to reach target audiences.

2) Proactively pursue positive stories and respond to inquiries - targeting all forms of media: broadcast, digital, podcasts, print, etc. as appropriate for each opportunity with the goals of:

a. Generating positive awareness illustrating the benefits of increased production levels in the State.

b. Raising awareness of the CFC’s efforts to preserve and grow the economy and job base through retention of production.

c. Reinforcing and elevating awareness of the Film and Television Tax

Credit program as well as the CFC’s ongoing services.

3) Review and evaluate the CFC’s programs and services as they relate to public awareness.

4) Evaluate and advise CFC on all potential target audiences.

5) Outline and develop key messages that will resonate with the media and target audiences.

6) Research and assemble a list of target media contacts.

7) Develop a CFC press kit for use by the news media.

8) Create and draft news releases announcing developments of CFC and incentive program updates.

9) Draft Op-Eds or articles and identify distribution outlets to reach target audience throughout the State.

10) Evaluate CFC’s social media presence and advise on opportunities for improved engagement with target audiences.

11) Provide a cost/benefit analysis and recommendations of advertising and sponsorship opportunities including trade publications, production directories, film festivals, and other industry events.

It is understood any press announcements, promotional materials, or other public documents must be approved by CFC prior to release. The exchange of all materials will be handled via e-mail.

C. Acceptance Criteria – It shall be the State’s sole determination as to whether a deliverable has been successfully completed and acceptable to the State.

D. Other Reporting Requirements

1) On a monthly basis, each contractor staff person shall complete a timesheet.

2) The contractor will develop and provide ad hoc reports as deemed appropriate and necessary by the CFC.

3) The CFC initially anticipates weekly meetings as the communication plan is being developed, then monthly meetings thereafter.

E. State Responsibilities

Provide access to business and technical documents as necessary for the contractor to complete the tasks identified in the department’s purchase document.

10. Vendor Forms

To process payments, the awardee ("vendor") must submit the required forms to be entered into the State of California’s payment system. Blank copies will be included in the solicitation document.

a. Required Forms for All Respondents:

i. STD 204 – Payee Data Record

ii. STD 21 – Drug-Free Workplace Certification

iii. CCC – Contractor Certification Clauses

iv. Darfur Contracting Act Certification

v. Bidder Declaration

11. Small Business Incentive Program

Current law encourages state departments to first consider a California-certified small business (SB) and microbusiness (MB) for contracting opportunities. The State of California is committed to supporting SB and MB participation in state contracting and seeks to use certified SBs and MBs whenever possible.

In accordance with GC Section 14835, et seq., certified small businesses and microbusinesses are encouraged to apply and can claim a five percent (5%) preference when submitting a bid on a state contract. A non-small business may receive a preference of five percent (5%) if the business commits to subcontracting at least twenty-five percent (25%) of its net bid price with one or more small businesses or microbusinesses.

A) The SB preference provides certified SBs and MBs a calculation preference in the amount of five percent (5%) of the highest scored, responsible, and responsive proposal submitted by a proposing firm who is not a certified small business.

B) The five percent (5%) preference is used only for computation purposes, to determine the winning bidder and does not alter the amounts of the resulting contract. A contract awarded on the basis of the five percent (5%) preference is awarded to the small business or non-small business for the actual amount of its bid.

A complete copy of the firm’s current Small Business certification with the Department of General Services (DGS) must also accompany the response.

Helpful resources pertaining to the small business program may be found here:

https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources- ListFolder/Commercially-Useful-Function-for-Certified-Firms.

12. Disabled Veterans Business Enterprise (DVBE) Incentive Program

Prime contractors, with the exception of a certified Disabled Veterans Business Enterprise (DVBE), who subcontract work to DVBEs a minimum of five percent (5%) of its net bid price to meet the DVBE participation goal will receive a five percent (5%) preference during the evaluation.

In accordance with section 999.5(a) of the Military and Veterans Code, an incentive will be given to bidders who meet or exceed the DVBE program requirement. For evaluation purposes only, the State shall apply an incentive to bids that propose California-certified DVBE participation as identified on the Bidder Declaration and confirmed by the State. A five percent (5%) preference will be given. A contract awarded on the basis of the five percent (5%) preference is awarded to the DVBE for the actual amount of its bid.

https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-ListFolder/Commercially-Useful-Function-for-Certified-Firms https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-ListFolder/Commercially-Useful-Function-for-Certified-Firms

A complete copy of the firm’s current DVBE certification with the Department of General Services (DGS) must also accompany the response.

Helpful resources pertaining to the DVBE program may be found here:

https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources- ListFolder/Commercially-Useful-Function-for-Certified-Firms

13. 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.

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 non-disclosure.

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.

Potential Proposers must email all required materials to GO- Biz.BSU@gobiz.ca.gov no later than Thursday, December 11, 2025, at 5:00 PM PST. No mailed/hard copy submittals will be accepted. No late proposals will be accepted or considered under any circumstances. It is recommended that you submit your proposal in advance of final deadline to receive a confirmation of receipt.

https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-ListFolder/Commercially-Useful-Function-for-Certified-Firms https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-ListFolder/Commercially-Useful-Function-for-Certified-Firms mailto:Biz.BSU@gobiz.ca.gov