Request for Proposals

Integrated Advertising Services

RFP No. 304-26-0999AM

February 20, 2026

Anticipated Schedule of Events

February 20, 2026 Issuance of RFP

March 3, 2026 Deadline for Submission of Questions (2:00 p.m., CT)

March 17, 2026 Release of Official Responses to Questions

(or as soon thereafter as practical)

March 27, 2026 Deadline for Submission of Proposals (2:00 p.m. CT)

Late Proposals will not be considered

April 20, 2026 Presentations from Top-Ranked Respondents

(if presentations requested by CPA, dates and times to be scheduled)

June 1, 2026 Services Commencement Date

(or as soon thereafter as practical)

RFP # 304-26-0999AM: Advertising Services Page 2 of 51

Table of Contents

I. Summary

II. Specifications

A. Introduction

B. Background

C. Definitions and Acronyms

D. Scope of Services

E. Contract Resulting from this Solicitation; Order of Priority

F. Warranty of Performance

G. Security Incident Notification

H. Insurance and Bonds

I. Criminal Background Investigation

J. Contract Term; Survival of Terms

K. Acceptance Criteria

L. Payments

M. Discounts

N. PO Addition and Deletion

O. VetHUB Subcontracting Plan Information

P. Respondent Documents

Q. Respondent Exceptions

R. Respondent’s Past Performance; Vendor Performance Tracking System

III. Proposal Submission Requirements

A. Delivery of Proposal

B. Proposal Content and Format

IV. Mandatory Price Sheet

V. Standard Terms and Conditions

VI. Execution of Proposal

VII. Conflict of Interest/Disclosure Statement

VIII. Nondisclosure Agreement

IX. Confidential Treatment of Information Acknowledgment

X. Certification Regarding Public Nature of the Proposal

XI. Respondent Exceptions

XII. Vendor Reference Questionnaire

RFP # 304-26-0999AM: Advertising Services Page 3 of 51

I. Summary

1. Type of Solicitation: Request for Proposals (RFP)

2. Issuing Office: Texas Comptroller of Public Accounts (CPA)

Procurement Section

Room 300, Attn: RFP No. 304-26-0999AM

111 E. 17th Street

Austin, Texas 78774

3. Additional Requirements/Qualifications: N/A

4. Responses to RFP: Sealed Competitive Proposals

5. Deadline for Proposals: In Issuing Office No Later Than:

March 27, 2026; 2:00 p.m., Central Time (CT)

6. Initial Contract Term: Date of Award to August 31, 2026

7. CPA Optional Contract Terms: September 1, 2026 through August 31, 2027

September 1, 2027 through August 31, 2028 and

September 1, 2028 through August 31, 2029

8. CPA Contact Person for this RFP: Alyssa Mangold, CTCD, CTCM

Email with delivery receipt requested to: bidcpa@cpa.texas.gov

9. Proposals Submitted by Email: Required; See Section III, Part A

10. Proposals Submitted by Fax: Not Accepted

11. Pre-Proposal Conference: N/A

12. Pre-Proposal Inspection: N/A

13. Letters of Intent to Submit a Proposal: N/A

14. RFP Addenda: Notices of changes to items directly impacting the original RFP or solicitation process will be posted on the Electronic State Business Daily

(ESBD) located at: http://www.txsmartbuy.com/esbd. CPA will post any amendment to this solicitation on the ESBD as an RFP Addendum. It is the responsibility of an interested party to check the ESBD for updates to this RFP before submitting a Proposal. Each Respondent is solely responsible for verifying CPA’s receipt of its questions, if applicable, and its Proposal by the deadlines specified in this RFP.

15. Questions and Answers: Questions regarding this RFP must be in writing and must be submitted to the CPA Contact Person specified in Part 8, no later than March 3, 2026; 2:00 p.m. CT. Telephone inquiries will not be accepted.

Questions may be submitted by email to the email address specified in

Part 8. CPA intends to post answers to the questions received on the

ESBD on March 17, 2026, or as soon thereafter as practical.

16. Respondent Presentations: CPA may request that Top-Scoring Respondents present an overview of the services and a demonstration of the software proposed in their

Proposals. The presentations will be performed on or about April 20, 2026. Presentation location (e.g., videoconference, onsite, etc.), date(s) and time(s) to be arranged. In its sole discretion, CPA will determine the number of Top-Scoring Respondents.

mailto:bidcpa@cpa.texas.gov http://www.txsmartbuy.com/esbd

RFP # 304-26-0999AM: Advertising Services Page 4 of 51

17. Evaluation of Proposals under Best Value Standard (Section 2156.125 of the Texas Government Code):

Criteria Weight

Respondent’s Past Performance, Qualifications & Experience 30%

Compliance with CPA Specifications 30%

Cost 5%

Reasonableness of Cost 35%

Total: 100%

Cost: Objective evaluation criteria that uses a lineal relationship calculation between highest and lowest costs proposed by Respondents.

Reasonableness of Cost: Subjective evaluation criteria which considers whether the products being proffered or services being rendered are commensurate with the cost being proposed by the Respondent.

As applicable, the factors listed in Sections 2155.074, 2155.075, 2156.007, and 2157.003 of the Texas Government Code shall also be considered in making an award. Best and Final Offers may be sought from Respondents whose Proposals are ranked most highly by the evaluation committee. However, CPA encourages Respondents to offer their best pricing at all times. CPA reserves the right in its sole judgment and discretion, and at any time upon failure of negotiations, to reissue or withdraw this RFP rather than continue with negotiations.

18. Email Submission Only. Due to changed building access restrictions, Respondents will not be permitted to hand deliver

Proposals to the Issuing Office. Respondents are required to submit Proposals electronically via email with delivery receipt requested in accordance with Section III, Part A.

19. Contact with CPA Staff: Upon issuance of this RFP, employees and representatives of CPA, other than the CPA Contact

Person identified in Part 8, will not discuss the contents of this RFP with any Respondent or its representatives. Failure of a Respondent or any of its representatives to observe this restriction may result in disqualification of any related

Proposal. This restriction does not preclude discussions between the parties to conduct business unrelated to this procurement or to obtain assistance completing Veteran Heroes United in Business (VetHUB) forms required by this RFP.

RFP # 304-26-0999AM: Advertising Services Page 5 of 51

II. Specifications

A. Introduction

The Texas Comptroller of Public Accounts (CPA), an agency of the State of Texas, issues this Request for Proposals (RFP) to solicit Proposals from qualified vendors for integrated advertising services such as media planning, production, and placement, in addition to branding and event services as described in this Section II and in this RFP (Services). CPA’s objective is to obtain the Services that represent the best value for CPA and the State of Texas according to the terms and conditions of this RFP.

CPA anticipates making a Contract award to one (1) Successful Respondent for the Services. CPA reserves the right not to award a Contract for the performance of all or part of the Services. This RFP is not exclusive and CPA reserves the right to issue additional solicitations regarding the Services or similar services at any time. All

Respondents are encouraged to offer their best pricing at all times.

All costs associated with the Services must be included in the Respondent’s Proposal. Proposals that do not meet all of the requirements or contain all of the required documentation specified in this RFP will be rejected as non-responsive.

B. Background

The Comptroller’s office serves virtually every citizen in the state. Texas residents depend on the integrity and efficiency of the Comptroller’s office to safeguard public tax dollars and ensure funds are managed wisely. As chief tax collector, accountant, revenue estimator, treasurer and purchasing manager, the agency is responsible for overseeing the multibillion-dollar enterprise of Texas state government, in addition to administering a number of other programs.

One such program is the state’s Unclaimed Property Program. Texas requires institutions, businesses and governmental entities to report to the state any financial asset for which there has been no activity generated by the owner during a designated period of dormancy. Unclaimed funds that are reported remain at the Comptroller’s office indefinitely until they are returned to their rightful owner.

The Texas Unclaimed Property Program works with businesses and other entities that report Texas customers’ forgotten assets to the state and works to return that property to its rightful owners. Unclaimed property can be any financial asset held for a person or business that cannot be found for at least one year, or more depending on the type of property.

Respondents are encouraged to review the following:

• Unclaimed Property Program Website: ClaimItTexas.gov

• Social Media: @TXComptroller (YouTube, Facebook, Twitter, Instagram, LinkedIn)

• Comptroller Website: Comptroller.Texas.Gov

• Economic Data: https://comptroller.texas.gov/economy/economic-data/

• Media Kit: https://comptroller.texas.gov/about/media-center/media-kit

The Comptroller’s office is seeking a full-service marketing agency to assist in creating and executing communications efforts that improve the Unclaimed Property Program’s efficiency and reunite more unclaimed property with its rightful owner. Successful Respondent will support the Texas Unclaimed Property Program in achieving the following goals:

a. Educate Holders. Develop and implement educational campaigns to inform Holders about their reporting obligations under Texas Property Code, Title 6, Chapters 72-77.

b. Facilitate Holder Compliance. Conduct targeted communications and outreach to encourage and increase reporting compliance among Holders with state reporting requirements.

c. Rebrand Unclaimed Property Program. Create a trusted brand that transforms the program into a clearer, more engaging service for Texans.

d. Raise Public Awareness. Increase statewide awareness of the Texas Unclaimed Property Program and its benefits through strategic marketing initiatives.

e. Drive Owner Engagement. Increase the total number of searches performed by potential Owners at

ClaimItTexas.gov.

f. Increase Program Effectiveness. Improve the rate of submitted claims that result in the return of property to its rightful Owners.

https://www.claimittexas.gov/ https://comptroller.texas.gov/ https://comptroller.texas.gov/economy/economic-data/ https://comptroller.texas.gov/about/media-center/media-kit/

RFP # 304-26-0999AM: Advertising Services Page 6 of 51

C. Definitions and Acronyms

• Award Date. The Award Date is the earlier of the date an authorized representative of CPA (1) issues a Purchase

Order (PO) or (2) signs a formal, written agreement.

• Business Day. Monday through Friday, 8:00 am to 5:00 pm CT, excluding weekends and State of Texas holidays, unless otherwise defined in Section II (Specifications).

• Contract. The agreement described in Section II, Part E (Contract Resulting from this Solicitation; Order of Priority), if any.

• Contract Manager. Designated point of contact for CPA.

• CPA. Texas Comptroller of Public Accounts.

• DMA. Designated Market Area. Specific geographical regions where the population receives similar media broadcasts, including television and radio.

• IDIQ. Indefinite Delivery/Indefinite Quantity

• Media Authorization. Formal document providing CPA’s approval to proceed with the Media Plan and its associated spending.

• Media Evaluation. The process of assessing the effectiveness of advertising campaigns across various media channels.

• Media Plan. A strategic outline for each campaign by identifying goals, target audience, budget, and channel mix.

• Media Strategy. A comprehensive plan, supported by research, that outlines how to effectively deliver messages to target audiences to achieve specific marketing goals.

• Out-of-Home. Advertising that reaches consumers while they are outside their homes (e.g. billboards, transit ads, and digital displays).

• Proposal. A response to this RFP.

• Respondent. Any person or entity that submits a Proposal.

• Successful Respondent. The Respondent awarded a Contract, if any.

D. Scope of Services

D.1 General Requirements

a. Successful Respondent shall perform all Services as specified in this RFP.

b. Successful Respondent shall perform Services only upon receipt of a Work Order (see Section II, Part D.2 Work Order

Procedures).

c. Successful Respondent must fully understand the Unclaimed Property Program’s needs and background.

d. Successful Respondent shall perform the functions of an advertising media planning and buying agency, including, but not limited to, planning, negotiating, buying, stewardship and reporting of broadcast, newspaper, digital, social, Out-of-Home media, experiential events and sponsorship activations, experiential event and activation planning and advertising-related market analysis.

e. CPA is not responsible for any additional production costs incurred as a result of Successful Respondent’s not adhering to set timelines.

f. Brand Safety and Suitability.

1. CPA is an agency of the State of Texas, and all advertising efforts shall be conducted in a manner commensurate with the dignity and integrity of the State of Texas. Advertising shall be consistent with the core values, mission and vision of the Texas Comptroller.

2. Standards. The following stipulations apply to all CPA advertising and Services. Advertising shall not:

i. Display guns, alcohol, tobacco, improper attire or imply lewd or indecent language, images or actions;

ii. Imply or portray any illegal activity;

iii. Make fun of others’ pain, misfortune, impairment or physique;

iv. Degrade the image or status of persons of any ethnic, minority or religious group;

v. Show any form of cruelty and/or abuse of animals;

vi. Exploit a person, specific group or economic class; or

vii. Solicit children.

3. Review of Standards.

i. Successful Respondent shall be responsible for adhering to the CPA’s Brand Safety and Suitability Standards as laid out in this Section.

ii. At least annually, or upon request by CPA, Successful Respondent shall review and provide CPA with its recommendations to the Brand Safety and Suitability Standards. Additional Brand Safety and Suitability

RFP # 304-26-0999AM: Advertising Services Page 7 of 51

Standards shall be agreed to by both parties in writing. Brand Safety and Suitability Standards may be updated annually or more often as deemed necessary by CPA during the term of this Contract.

4. Brand Stewardship. If Successful Respondent discovers or is notified that a media placement does not meet the

Brand Safety and Suitability Standards, Successful Respondent shall immediately notify CPA by phone and email and use prompt commercially reasonable efforts to cause the media owner to promptly remove the media placement.

CPA shall be entitled to require the immediate removal, suspension or cancellation of an entire campaign on that media owner’s platform without penalty.

5. Exceptions. Successful Respondent and CPA shall come to a mutual agreement in writing regarding the identification of any subset or subsections of any exclusion content that may be permissible.

g. Successful Respondent shall develop effective and cost-efficient Media Plans that are responsive to the CPA’s marketing needs. Successful Respondent shall make recommendations for savings wherever possible. The budgets will be reviewed as needed and shall be revised as required by CPA.

h. Reproduction Prohibited. Successful Respondent is expressly prohibited from reproducing, distributing, displaying, performing publicly, making copies or derivative works of, selling, using, re-using or otherwise conveying to other persons or entities any goods and/or equipment bearing any CPA mark without prior written approval by an authorized

CPA representative.

i. No Guarantee of Volume or Usage. CPA’s need for contracted media services is dependent upon prioritized initiatives and functional program requirements on an Indefinite Delivery/Indefinite Quantity (IDIQ) basis and may therefore vary substantially from year to year. CPA makes no guarantee of minimum volume or usage of services and advertising under this RFP and the resulting Contract.

j. No Liability Upon Cancellation. If a media placement is terminated for any reason, CPA and the state of Texas shall not be liable to Successful Respondent for any damages, claims, losses, or any other amounts arising from or related to any such cancellation. In the event of a cancellation, CPA’s sole and maximum obligation shall be to authorize payment to Successful Respondent for previously authorized services, performed in accordance with all requirements of the media placement, up to the termination date.

k. Professional Conduct.

1. Successful Respondent must have appropriate communication skills and conduct themselves professionally and courteously in all instances while providing the Services. Successful Respondent shall communicate with various

CPA staff at the request and direction of CPA.

2. Successful Respondent, at the request and direction of CPA, shall cooperate in all reasonable respects as necessary in connection with the performance of the Services with state personnel, contractors retained by CPA in connection with the Services, and any other CPA designated entities which are associated with the Services.

3. Successful Respondent shall also, upon CPA’s reasonable request and for no additional compensation, assist CPA as necessary in preparing information in response to legislative inquiries and providing testimony to the Texas

Legislature pertaining to the Services.

l. Advertising Near Major Elections. CPA is prohibited from using appropriated money to publish a publication relating to the activities or legal responsibilities of the agency within the 120-day period preceding the date of a major state election. Tex. Gov’t Code § 2113.107(d).

D.2 Work Order Procedures

Successful Respondent shall perform Services for CPA in accordance with the following procedures:

a. Work Order Meeting. Successful Respondent and CPA will meet at CPA’s request to discuss services to be provided.

Within three (3) Business Days of the meeting, CPA will issue a Work Order detailing actions to be taken.

b. Work Order Issuance. Services and deliverables to be provided pursuant to this agreement will be initiated by Work

Orders issued by CPA. Work Orders may or may not relate to each other. Completed Work Orders may not necessarily require comprehensive fulfillment of a service or deliverable outlined in Section II, Part D. Work Orders shall be in a format prescribed by CPA (Exhibit A) and may contain more detailed specifications of the requirements described in this

Part.

1. Work Order End Dates. The Work Order may indicate the date by which all services and deliverables are to be fulfilled (End Date). Other completion dates in Work Orders are provided to guide the Successful Respondent in preparing the Work Plan as described in Section II, Part D.2.d. If no End Date is specified, the Contract expiration date shall be the End Date.

2. Each Work Order shall include, at a minimum:

i. The Contract number;

ii. The Work Order number and description;

RFP # 304-26-0999AM: Advertising Services Page 8 of 51

iii. The business problem or opportunity to be addressed by the work completed;

iv. Description of services, deliverables, key milestones and activities to be completed by Successful Respondent;

v. Date indicating the timeframe in which Successful Respondent should formally submit a Work Order Response to CPA as described in Section II, Part D.2.c;

vi. Name and contact information of CPA’s Contract Manager and any other CPA personnel essential to the Work

Order;

vii. Not-to-exceed dollar amount that represents the total value of the services and deliverables to be provided in that Work Order;

viii. Date and signature of CPA Contract Manager; and

ix. Any additional instructions, requirements, and criteria at CPA’s sole discretion.

c. Work Order Response.

1. Unless otherwise specified in the Work Order, the Successful Respondent shall submit a Work Plan as described in

Section II, Part D.2.d to CPA’s Contract Manager within fourteen (14) calendar days after the receipt of a Work

Order.

2. CPA may waive the requirement for a Work Plan if agreed to by both parties.

3. If the Work Plan is waived, Successful Respondent will:

i. Provide the countersigned Work Order to CPA in lieu of receiving a Notice to Proceed from CPA as described in Section II, Part D.2.e;

ii. Begin work immediately or as directed; and

iii. Adhere to any interim completion dates specified within the Work Order.

d. Work Plan.

1. Successful Respondent shall submit a Work Plan in a format approved by CPA with the following information:

i. Contract number;

ii. Work Order number;

iii. Name and contact information of the Successful Respondent’s primary point of contact and any other personnel assigned to fulfill the Work Order;

iv. Any additional information requested in the Work Order;

v. Signature of a person with the authority to bind Successful Respondent to the performance of the Work Plan, with their printed name and job title and the date of signature;

vi. Description of the target audience(s), objective(s) and the strategy to be undertaken by Successful Respondent under the Work Order;

vii. Description of services, deliverables, key milestones and activities to be provided, including additional work or modifications recommended by Successful Respondent;

viii. Detailed description of evaluation methods to be used during and after completion of the Work Order, as described in Table 1, Key Performance Indicators;

ix. Timeline and schedule of tasks, deliverables and key milestones to be completed as part of the Work Order to include, at a minimum, the start date, end date and party responsible for completion; and

x. Estimates of all charges required to complete the Work Order and a total price for the work. Each service and deliverable must be clearly itemized and include a detailed description and cost, and fixed costs and fees should be identified as one-time or ongoing expenses. Variable costs must include the rate or cost per unit and quantity.

Mark-ups associated with agency fees and media commissions must be clearly expressed in dollar amounts on the line items they apply to.

2. Each Work Plan must be approved in writing by CPA. CPA will review each submission within ten (10) Business

Days and provide formal notice of acceptance, as a Notice to Proceed, partial Notice to Proceed, or rejection.

3. If rejected, Successful Respondent shall correct the identified defects and submit a corrected Work Plan within five

(5) Business Days. CPA will review the resubmission within three (3) Business Days to confirm compliance. CPA reserves the right to revoke prior acceptance if latent defects are discovered.

e. Notice to Proceed.

1. Upon CPA’s approval of the Work Plan, CPA shall issue a written Notice to Proceed in a mutually agreed upon format.

2. Unless otherwise stated in the Notice to Proceed, Successful Respondent shall begin work upon its receipt.

3. CPA may, at its discretion, issue a partial Notice to Proceed with a specified approved portion of the Work Plan.

This does not waive any deficiencies in the Work Plan as a whole.

4. Upon CPA’s approval of Successful Respondent’s corrected Work Plan, CPA will issue a Notice to Proceed for all work, which supersedes and replaces the original partial Notice to Proceed and adopts the corresponding corrected

Work Plan.

5. A Notice to Proceed must contain the Contract number, Work Order number, corresponding approved Work Plan, and the signature of CPA’s Contract Manager.

RFP # 304-26-0999AM: Advertising Services Page 9 of 51

f. CPA Approval Requirements

1. No work outside the approved scope or budget on approved Work Plan will be executed or billed without prior written CPA authorization.

2. Successful Respondent must obtain written CPA approval before starting or charging for any of the following services:

i. Budget changes – Any increase in media spend, new vendor costs, or tool subscriptions.

ii. Out-of-scope work – Any task or deliverable not listed in the approved Work Plan or scope of work (SOW).

iii. Major creative concepts – Campaign ideas, slogans, visuals, or brand direction.

iv. Public-facing materials – Ads or social media content representing the organization.

v. Website or technical changes – New pages, forms, tracking codes, or search engine optimization (SEO) modifications.

vi. Data collection or legal items – Surveys, forms, or agreements involving user data or third parties.

vii. Timeline or deliverable changes – Adjustments or extensions to schedules, milestones, or project priorities.

viii. Vendor contracts – Any agreements signed or paid on behalf of CPA.

g. Revisions to Work Orders, Work Plans, and Notices to Proceed.

1. Revised Work Orders.

i. CPA and Successful Respondent may agree to revise a Work Order at any time during the term of a Work

Order. A Revised Work Order shall identify the portion of the Work Order being revised, and otherwise meet all requirements of a Work Order identified in Section II, Part D.2.b.

ii. Unless instructed to stop all or part of the work, Successful Respondent shall continue work under the previously approved Work Plan upon receiving a Revised Work Order. If required, Successful Respondent shall submit a Revised Work Plan within seven (7) calendar days after receipt of a Revised Work Order.

iii. If the Revised Work Plan is waived, Successful Respondent will provide the countersigned Revised Work Order to CPA in lieu of receiving a Revised Notice to Proceed from CPA and begin or resume work as directed.

2. Revised Work Plans.

i. Successful Respondent shall submit a Revised Work Plan to CPA within seven (7) calendar days of the following events:

(1) When a Revised Work Order is issued, unless the Revised Work Plan requirement is waived by both parties;

(2) When both parties agree to revise a Work Order at any time during the term of a Work Order and a Revised

Work Plan is required;

(3) With the approval of CPA, as soon as it appears that any interim or final deliverable dates or maximum payment amount may be exceeded; or

(4) With the approval of CPA, when Successful Respondent believes such a revision is deemed desirable for optimum achievement of objectives stated in the Work Order.

ii. Upon submitting a Revised Work Plan, Successful Respondent shall continue work under the previously approved Work Plan, unless CPA instructs Successful Respondent to stop all or part of the work with a Revised

Notice to Proceed.

3. Revised Notice to Proceed. CPA will review the Revised Work Plan and either request changes or approve it by issuing a Notice to Proceed. Unless the requirement for a Revised Work Plan was waived, Successful Respondent must obtain a written Revised Notice to Proceed from CPA prior to implementation of a Revised Work Plan. A

Revised Notice to Proceed supersedes and replaces the original Notice to Proceed, and adopts the corresponding

Revised Work Plan. Unless otherwise provided in the Revised Notice to Proceed, Successful Respondent shall begin work upon its receipt.

h. Postponement or Cancellation.

1. CPA may cancel a Work Order by providing reasonable notice to Successful Respondent. Cancellations may be for cause, convenience, or force majeure.

2. Successful Respondent shall stop work as soon as practicable after cancellation notice is received.

3. Upon Work Order cancellation, Successful Respondent may request payment for work completed and accepted by

CPA.

4. CPA shall not be liable for anticipated profits, unabsorbed overhead, interest on borrowing, or other damages not specifically stated in this Contract.

D.3 Services.

Successful Respondent shall be responsible for providing CPA with the following, when initiated by a Work Order:

D.3.1 Research and Media Planning

a. Media Strategy. Successful Respondent shall create a Media Strategy outlining how messages will effectively be delivered to target audiences and achieve specific marketing goals.

RFP # 304-26-0999AM: Advertising Services Page 10 of 51

1. Upon receipt of a Notice to Proceed requesting Services, Successful Respondent shall develop a Media Strategy in collaboration with CPA detailing analysis, evaluation and recommendations of, at a minimum, the following:

i. Defined media goals as described in Work Order; and

ii. All possible billable services, to be utilized by CPA request, with an explanation of how the approach supports

CPA’s communication objectives, such as:

(1) Strategy & Consulting

(a) Brand audit (tone, consistency, positioning, visual identity check)

(b) Competitive and market analysis

(c) Marketing strategy (digital, content, and/or traditional)

(d) Media planning and advertising investment strategy

(e) Naming and brand storytelling

(f) Brand positioning and differentiation strategy

(g) Campaign launch plan

(2) Branding & Design

(a) Complete brand identity (logo, color palette, typography, visual system)

(b) Rebranding or visual refresh

(c) Marketing collateral design (flyers, banners, signage, trade show materials, etc.)

(d) UX/UI design for websites and landing pages

(e) Social media design package (templates, icons, motion assets)

(f) Brand guidelines / style guide

(3) Advertising & Media

(a) Paid ad campaign management (Google Ads, Meta, LinkedIn, etc.)

(b) Media buying and optimization (targeting, A/B testing, performance tracking)

(c) Creative copywriting for ads and campaigns

(d) Local, regional, or co-branded campaign execution

(e) Traditional media planning (radio, print)

(f) Retargeting / remarketing campaigns

(4) Digital Marketing & Web

(a) Website or landing page development and maintenance

(b) SEO (on-page, off-page, and technical)

(c) Conversion rate optimization (CRO)

(d) Email marketing strategy and automation (HubSpot, Mailchimp, etc.)

(e) Analytics setup and dashboard creation (GA4, Looker Studio)

(f) Funnel design and lead generation strategy

(5) Social Media & Content

(a) Platform-specific content strategy (Instagram, Meta, LinkedIn, YouTube, etc.)

(b) Monthly editorial calendar creation

(c) Copywriting and bilingual content (English/Spanish if needed)

(d) Community management and social engagement

(e) Visual content creation: photography, reels, animations, infographics

(f) Influencer outreach and collaboration strategy

(6) Creative Production

(a) Video production (ads, testimonials, product videos)

(b) Scriptwriting and creative direction

(c) Motion graphics and animation (2D/3D)

(d) Product and lifestyle photography

(e) Audio production and editing

(f) Experiential and live activation design

(7) Public Relations & Communications

(a) PR strategy and media outreach

(b) Press release writing and distribution

(c) Event coordination and launch management

(d) Media training and spokesperson preparation

(8) Analysis & Optimization

(a) Monthly performance reports and return on investment (ROI) tracking

(b) Brand awareness and sentiment studies

(c) Social listening insights and trend analysis

(d) Campaign audits and performance benchmarking.

RFP # 304-26-0999AM: Advertising Services Page 11 of 51

b. Media Plan. Successful Respondent shall create a Media Plan to serve as a strategic outline for each campaign by identifying goals, target audience, budget, and channel mix. Successful Respondent shall provide CPA with a Media

Plan detailing analysis, evaluation and recommendations of, at a minimum, the following:

1. Campaign objectives;

2. Market research methods;

3. Target audience identification to include, at a minimum:

i. Research and analysis to identify CPA’s target audience(s).

ii. Successful Respondent shall perform, at minimum, the following services while identifying CPA’s target audience:

(1) Conduct market research and stakeholder analysis to determine key audience demographics, psychographics, and behavioral drivers;

(2) Segment audiences into priority groups aligned with organizational objectives to be provided by CPA;

(3) Develop a target audience report, including personas and communication preferences; and

(4) Provide actionable recommendations for engagement strategies based on its findings.

4. The best media channels to effectively reach target audience;

5. Allocation of dollars by media and designed market area, or measured geography, with research-based rationale concerning selected tactics;

6. Projected time requirements, production costs and agency fees;

7. Measurable metrics as appropriate for each recommended medium (i.e., impressions, gross rating points, etc.);

8. Detailed media flowchart that specifies media, markets and costs associated with the proposed media buy; and

9. Any other topics specified by CPA.

c. CPA Responsibilities.

1. CPA will provide Successful Respondent with the overall budget, any pre-existing media commitments, and communication objectives for each defined marketing period.

2. CPA and Successful Respondent will meet as requested by CPA to review the goals and objectives.

3. CPA may modify the goals and objectives at any time via a Revised Work Order as described in Section II, Part

D.2.f and g.

D.3.2 Media Buying

a. Media Buying Plan. Successful Respondent shall create a Media Buying Plan to detail the logistics of purchasing ad space according to the strategy in the Media Plan.

1. Successful Respondent shall develop a Media Buying Plan that supports CPA’s creative production capabilities upon receipt of a Work Order requesting a Media Buying Plan.

2. Successful Respondent shall provide CPA with anticipated creative asset specifications and due dates in a timeline as prescribed by CPA. Successful Respondent shall affirm asset specifications and deadlines with CPA as media contracts are finalized.

3. Successful Respondent shall incorporate CPA feedback into the Media Buying Plan.

4. Successful Respondent shall obtain written approval from CPA via an approved Media Authorization as described in

Section II, Part D.3.2.b.2 prior to making any placements based on the Media Buying Plan.

b. Media Buys.

1. Media Placements. Successful Respondent shall use all commercially reasonable efforts to contractually require that media owners and media resellers providing media placements to CPA agree that:

i. CPA shall not be required to pay for media placements which do not meet the Brand Safety and Suitability

Standards as described in Section II, Part D.1.f; and

ii. If after delivery, it is discovered that CPA has paid for any media placement which did not meet the Brand

Safety and Suitability Standards, then CPA will be reimbursed for such payment or given a credit or makegood, in CPA’s sole discretion.

2. Media Authorization. Successful Respondent shall provide CPA with a Media Authorization document for CPA to provide formal approval to proceed with the Media Plan and its associated spending.

i. Successful Respondent shall receive formal approval from CPA to proceed with the Media Plan and its associated spending through an executed Media Authorization provided by Successful Respondent and signed by CPA’s Contract Manager. Such form will be mutually agreed upon by CPA and Successful Respondent in writing.

ii. All media placements must be approved in advance with a Media Authorization.

iii. Successful Respondent shall provide finalized and detailed buy schedules for each medium for CPA approval.

These schedules should include projections for the following where relevant:

(1) Reach and frequency metrics;

(2) Buying model and estimated cost; and

(3) Target efficiency metrics.

RFP # 304-26-0999AM: Advertising Services Page 12 of 51

c. Creative Assets and Services

1. Unless otherwise requested by CPA, CPA will provide all creative media assets.

2. Successful Respondent shall provide CPA with anticipated creative asset specifications and due dates in a timeline as prescribed by CPA. Successful Respondent shall affirm asset specifications and deadlines with CPA as media contracts are finalized.

3. CPA shall be responsible for the concept idea of each campaign and will request input from the Successful

Respondent as needed. In some cases, CPA shall provide Successful Respondent with advertising materials for digital and social media campaigns.

4. Successful Respondent shall assist CPA in the creation and production of broadcast commercials.

5. Successful Respondent shall develop comprehensive integrated campaigns.

6. Successful Respondent shall provide the following:

i. At least three (3) creative concepts for each campaign and, upon CPA approval of the campaign concept, Successful Respondent shall present three (3) creative options for each medium in the campaign unless otherwise specified by CPA.

(1) If concepts or creative options are not approved by CPA, Successful Respondent, at the direction of CPA, shall develop and present additional creative executions.

ii. Creative meetings with CPA. Unless otherwise approved by CPA, Successful Respondent shall provide at least five (5) Business Days’ advance notice for all creative meetings. Creative meetings will be held when mutually agreed to.

7. Timelines.

i. Successful Respondent shall allow sufficient time for developing and presenting creative concepts, editing and revising selected options, obtaining final approvals from CPA staff, producing the final product, and distributing the finished product according to CPA specifications. Unless otherwise approved by CPA, all timelines shall include a minimum of five (5) Business Days for approval by CPA for each stage of each job or project.

ii. Successful Respondent shall provide detailed production schedules with task milestones for each job in the

Work Plan.

iii. Successful Respondent shall email all required materials to designated CPA staff no later than one Business

Day before any scheduled meeting, unless otherwise approved by CPA.

8. Creative Approvals.

i. When producing any creative work, Successful Respondent shall not vary from approved scripts, story boards or print layouts without written approval from CPA.

ii. Successful Respondent shall incorporate all changes required by the CPA, as well as submit any other alternative creative solutions deemed prudent by Successful Respondent.

iii. Failure to adhere to approved scripts, story boards or layouts may void CPA’s approval of the estimate for the project.

d. Negotiation and Placement.

1. Upon CPA’s written approval of the Media Buying Plan, Successful Respondent shall be responsible for the placement and purchase of all media which may include, but is not limited to: broadcast, newspaper, digital, social, Out-of-Home media, experiential events and sponsorship activations as directed by CPA.

2. In negotiating media purchases, Successful Respondent shall make CPA aware of any cost savings that might be achieved through long-term commitments or other specialized programs.

e. Trafficking of Media. As Creative Assets are received, Successful Respondent shall be responsible for ensuring compliance with specifications, trafficking all Creative Assets to the media vendors in a timely manner, and adhering to all deadlines with receipt of confirmation.

f. Stewardship of Media Placements. Successful Respondent shall ensure that all media runs according to any contracts or insertion orders. This includes but is not limited to:

1. Invoice reconciliation for media dollar accountability;

2. Accuracy of timing, rotation, creative, quantity, targeting and similar criteria; and

3. Negotiating credit or makegoods of equal or greater value in a timely manner.

g. Placement Verification. Successful Respondent shall provide, at no cost to CPA, proof of appearance, affidavits, tear sheets, screenshots, completion photographs or any other placement verification requested by CPA.

h. Added Value Media Placements.

1. Successful Respondent shall negotiate added value for all media included in any CPA buy.

2. Successful Respondent shall provide placement verification as described in Section II, Part D.3.2.g to demonstrate value attained for the campaign.

RFP # 304-26-0999AM: Advertising Services Page 13 of 51

i. Adherence to Brand Safety and Suitability Standards. Unless otherwise agreed to in writing by CPA, Successful

Respondent shall use its best efforts to ensure that media placements will appear solely on media which meets CPA’s

Brand Safety and Suitability Standards (see Section II, Part D.1.f) and shall not book media placements on media which it knows or should know do not meet the Brand Safety and Suitability Standards.

j. Cancellations.

1. CPA may request Successful Respondent to cancel, suspend or amend any media campaign or part thereof, including any scheduled or in-flight media placements.

2. CPA shall inform Successful Respondent of the cancellation, suspension, or amendment in writing.

3. Successful Respondent shall:

i. Notify CPA in writing of the impact of any such change, including with respect to vendor cancellation charges or non-cancellable costs within three (3) Business Days; and

ii. Take all reasonable steps to comply with any such request subject to contractual obligations to vendors, which have been previously authorized by CPA.

k. Out-Of-Home. Out-of-Home is advertising that reaches consumers while they are outside their homes (e.g. billboards, transit ads, and digital displays).

1. Successful Respondent shall be responsible for the following:

i. Evaluation of Out-of-Home opportunities including but not limited to airport displays, outdoor billboards, digital billboards and signage, transit advertisements, cinema advertisements and retail and point-of-purchase displays; and

ii. Monitoring buying opportunities to secure strategic media inventory.

2. Production and Installation. Successful Respondent shall be responsible for negotiating, producing, delivering and maintaining Out-of-Home assets including but not limited to vinyls, extensions, snipes, embellishments, lighting and other physical materials required for placement installation.

3. Goods and Equipment.

i. Notwithstanding anything herein to the contrary, after completion of the services provided on the CPA’s behalf, Successful Respondent shall be solely responsible for the proper disposition of all physical or tangible goods and/or equipment created in connection with the services or works provided to CPA, and which are incidental to such services or works. CPA will notify Successful Respondent in the event that such incidental goods or equipment are to be returned to CPA.

ii. If needed, Successful Respondent shall be required to provide supporting documentation confirming disposal or destruction of such items. Disposal costs should be included and considered as part of the initial and agreed upon Out-of-Home costs for campaign agreed to in the approved Work Plan.

l. Sponsorship Activations and Experiential Events. Successful Respondent shall work with CPA to:

1. Select sponsorship activations and experiential event opportunities at fairs, festivals, sporting events, conventions, trade shows and community or other public events that create awareness and interest for ClaimItTexas.gov and

CPA’s Unclaimed Property Program among adult Texans; and

2. Develop, negotiate, contract and execute sponsorship activations in support of CPA’s ClaimItTexas.gov brand, which may include, but is not limited to contracted services with third-party vendors, production and staffing.

m. Joint Promotions. Successful Respondent shall solicit and encourage joint advertising and promotional opportunities with potential co-sponsors. Successful Respondent shall indicate the benefits to CPA from any such joint promotion recommended.

D.4 Deliverables and Communication

a. Written Deliverables. Successful Respondent shall submit the following written deliverables upon request by CPA:

1. Items as described in Section II, Part D:

i. Media Strategy;

ii. Media Plan; and

iii. Media Buying Plan.

2. Status Reports.

i. For each service package agreed to in the Work Plan, Successful Respondent shall complete a status report in a format mutually agreed upon and will include, but is not limited to:

(1) Media Buy Summary;

(2) Added Value Summary;

(3) Fiscal Year-to-Date Itemized Expenditure Summary;

(4) Total Itemized Expenditure Summary;

(5) Evaluation of applicable Key Performance Indicators noted in the corresponding Work Plan; and

RFP # 304-26-0999AM: Advertising Services Page 14 of 51

(6) Post-Buy Summary indicating whether the planned measurable metrics, as agreed upon in the approved

Work Plan, of each buy were achieved within budget. If the goals were not achieved, the report shall contain a make-good report where bonus was issued.

ii. Status Report shall be submitted to CPA Contract Manager no later than fourteen (14) calendar days after

Service has been completed.

iii. Cost of status report shall be included in each item on the Mandatory Price Sheet (Section IV).

3. Periodic Key Performance Indicator (KPI) Reports. At CPA’s request, Successful Respondent shall submit a periodic KPI report using Table 1, Key Performance Indicators. Periodic KPI reports will be requested no more frequently than quarterly.

4. As-Needed Reports. CPA reserves the right to request additional reports as needed.

b. Written Deliverables Processing

1. All deliverables shall be submitted by the due dates mutually agreed upon in the approved Work Plan or stated in

Section II, Part D. If Successful Respondent cannot meet established due date, Successful Respondent shall communicate with designated CPA staff to determine a new mutually agreed upon due date through a Revised Work

Plan.

2. CPA will review each submission within ten (10) Business Days and provide formal notice of acceptance or rejection.

3. If rejected, the Successful Respondent shall correct the identified defects and resubmit the deliverable within five (5)

Business Days. CPA will review the resubmission within three (3) Business Days to confirm compliance. CPA reserves the right to revoke prior acceptance if latent defects are discovered.

c. Meetings and Communication

1. Successful Respondent must respond to performance-related inquiries from CPA within two (2) Business Days.

2. Successful Respondent shall participate in ad-hoc meetings as requested by CPA. Items to be discussed during the meetings may include but are not limited to:

i. Objectives for the next reporting period;

ii. CPA responsibilities for the next reporting period;

iii. Recovery plan for all work activities not tracking to the approved schedule;

iv. Escalated risks, issues (e.g. schedule and budget), and action items;

v. Disposition of escalated or critical issues and risks;

vi. Actual/projected Project Work Plan dates versus baseline Project Work Plan milestone dates; and

vii. One-page graphical summary of the project work plan status of all tasks.

D.5 Unacceptable Services.

a. Services that CPA deems unacceptable alone or conducted in the performance of approved services include:

1. Unauthorized Media Spending (e.g. running paid advertisements, boosting posts, or purchasing media without an approved Work Order);

2. Hidden Markups or Commissions (e.g. adding undisclosed fees on vendor costs, printing, media buys, or influencer payments without CPA’s written approval);

3. Unapproved Third-Party Contracts (e.g. signing or committing CPA to influencer deals, partnerships, or vendor agreements);

4. Ownership of CPA Assets (e.g. retaining control of CPA’s domains, ad accounts, creative files, or CPA Data as defined in Section II, Part D.10 CPA Data Safeguard Standards);

5. Unapproved Creative Work, e.g. publishing or distributing creative materials (ads, logos, etc.) before CPA review

6. Data Collection or Use Without Consent (e.g. gathering, storing, or using customer data in ways that violate privacy policies or compliance rules as defined in Section II, Part D.10 CPA Data Safeguard Standards);

7. Unscheduled Work or Out-of-Scope Tasks (e.g. performing tasks not in the agreed scope or proposal without prior written authorization);

8. Charging for Administrative Tasks (e.g. billing for internal meetings, email responses, or basic project management overhead, unless pre-approved in writing by CPA);

9. Guaranteed Results or Misleading Claims (e.g. making performance promises such as “#1 Google rank” or “viral results” without data or disclaimers);

10. Failure to meet deadlines as agreed to in the approved Work Plan; and

11. Services rendered in a manner inconsistent with an approved Work Order.

b. Successful Respondent shall be responsible for any costs incurred in conjunction with services provided on behalf of

CPA which are deemed unacceptable.

D.6 Invoicing

a. Successful Respondent shall submit invoices by the fifth (5th) Business Day of each month in which Services are being provided, or another day prescribed by CPA, together with any supporting documentation to substantiate all expenses

RFP # 304-26-0999AM: Advertising Services Page 15 of 51 incurred. If the designated day is a state holiday, invoices shall be due the next state Business Day. By submitting an invoice for payment, Successful Respondent certifies that goods have been delivered and received or services have been rendered in accordance with the Contract.

b. Successful Respondent must include, at a minimum, the following with each invoice:

1. Invoice statement including the invoice number, invoice date, PO number, Work Order number and title, period covered by the invoice, an estimated cost and any line items. The invoice statement must include:

i. The amount for each invoice submitted, current billed amount and balance remaining;

ii. Separately identified fees and hard costs, with fixed costs and fees identified as one-time or ongoing expenses, and variable costs including the rate or cost per unit and quantity; and

iii. The fee type applicable to each line item, which may include but is not limited to:

(1) Commissions or markups based on actualized expenditures;

(2) One-time project setup or service fees; and

(3) Technology platform or data fees associated with the services.

2. All approved estimates and revisions, including related Work Plans and Media Authorizations;

3. Supporting documentation (e.g., vendor invoices, affidavits, etc.), which…