ESBD_491029_1773675480634_CPA Official Responses to Questions RFP 304-26-0999AM Integrated Advertising Services.pdf

RFP 304-26-0999AM Integrated Advertising Services Page 1 of 12

Integrated Advertising Services

RFP 304-26-0999AM

Official Responses to Questions from Potential Respondents

3/16/2026

1. What is the estimated historical annual budget or anticipated number of work orders / campaigns associated with this RFP? We would like to get a sense for volume so that we can ensure we are adequately staffed for this project.

CPA RESPONSE: The annual budget is $240,000 per fiscal year. The number of work orders / campaigns are subject to program needs.

2. What are CPAs top 3-5 priorities for the initial contract term from June 2026 to September 2026?

CPA RESPONSE: Our two main priorities are to begin the brand refresh and to start planning a strategy for the

Holder outreach.

3. Are there any design related constraints (separate from safety and suitability guidelines outlined in RFP) for the rebrand? Is the goal to fully start over on things like logo, color palette, etc. or retain any of the existing components?

CPA RESPONSE: The goal is to fully start over.

4. Could you please clarify the division of responsibilities on creative production between CPA vs successful respondent? Section D3.2 #1 suggests that CPA will provide all creative assets and section D3.2 #4/5 require successful respondent to develop integrated campaigns. Are there certain areas where you need respondents to support on creative but not others?

CPA RESPONSE: Certain campaigns, such as social media and digital ads, will require Successful Respondent to support on creative.

5. Are there any technical considerations or limitations associated with the project? Which tools are used for CMS, CRM, email marketing, etc.? Are changes to the technology stack part of the project or are we leveraging existing technology infrastructure to implement campaigns?

CPA RESPONSE: The only tool we use for email marketing is GovDelivery. We are open to new tools as part of the project.

6. What is your overall budget for the year? Does it include media placement, direct mail, production costs, etc.?

CPA RESPONSE: See CPA Response to Question #1 for all inclusive budget.

7. What is the budget for the sample campaign requested in the RFP?

CPA RESPONSE: $240,000. See Addendum No. 1 for revised example campaign requirements.

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8. What is your annual media budget for paid media buying in total?

CPA RESPONSE: There is no annual media budget.

9. What percentage of the budget would you like to see in paid media at a minimum?

CPA RESPONSE: This is subject to program needs.

10. What is your annual media budget for paid advertising for Texans?

CPA RESPONSE: See CPA Response to Question #6.

11. What is your annual media budget for paid advertising for holders?

CPA RESPONSE: There is no set budget for holders.

12. Roughly what percentage of your paid media budget would go to holders vs. Texans?

CPA RESPONSE: There is no set percentage.

13. What are your key performance metrics for paid media?

CPA RESPONSE: Reach, frequency, viewability rate, engagement rate and video completion rate.

14. Regarding the web pages: where are they currently hosted?

CPA RESPONSE: ClaimItTexas.gov is hosted by our vendor, Kelmar, and Comptroller.Texas.gov is hosted internally.

15. Will the vendor have access for development and maintenance of the site or will we be developing and maintaining content only?

CPA RESPONSE: Content only.

16. What was your annual budget for the last five fiscal years for this effort/for a similar effort?

CPA RESPONSE: It was an average of $150,000 to $240,000.

17. What have been your most successful and least successful tactics with holders?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

Contract Award.

18. What have been your most successful and least successful tactics with Texans (who might claim property)?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

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19. What type of media have you been running the past couple of years, and what have been the results/how well have they performed for you?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

20. What is your current media mix? What was successful/etc?

CPA RESPONSE: There is no current media.

21. Do you have the means to email all the holders as part of this effort?

CPA RESPONSE: No.

22. How successful has email been in engaging holders in the past?

CPA RESPONSE: We have successfully engaged with current holders to promote annual webinars. We have not used this to engage new holders.

23. Do you have the addresses for a mail effort to holders? How successful has mail been in the past?

24. Do you regularly mail other items to these holders in which we can put an insert or message?

25. Do you anticipate needing paid media placement to reach holders or will the marketing firm have the ability to leverage database marketing to contact them directly?

CPA RESPONSE: We anticipate needing one option or the other.

26. Do you have a current brand guide for this specific campaign?

27. In the past five years, how have you planned and bought media? In-house or with an agency? What agency?

CPA RESPONSE: We previously worked with KGB Texas from San Antonio and managed direct buys internally.

28. Where can we view past paid media ads?

CPA RESPONSE: Past TV media ads can be viewed at https://www.youtube.com/playlist?list=PLF3pUCXPSXKLy5u8U0sdKxnC6NXejc5Mn.

Past social media and TV ads can be viewed at https://www.youtube.com/playlist?list=PLF3pUCXPSXKKl1-https://www.youtube.com/playlist?list=PLF3pUCXPSXKLy5u8U0sdKxnC6NXejc5Mn https://www.youtube.com/playlist?list=PLF3pUCXPSXKKl1-Sn0gvYsa433NHVIgGR

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Sn0gvYsa433NHVIgGR.

29. Has research been conducted for this program? What research, if any, is available? Should we include research in our proposal?

CPA RESPONSE: No research has been conducted. No research is required in Respondent’s proposal.

30. What are the top three qualities the CPA is looking for in an agency partner?

CPA RESPONSE: Adaptability, creativity and government experience.

31. Is there an incumbent vendor that CPA currently works with on the program? What is the name of that vendor?

CPA RESPONSE: No, there is no incumbent vendor.

32. Can the agency clarify the anticipated annual budget range for integrated advertising services under this contract?

CPA RESPONSE: See CPA Response to Question #6.

33. Is there an incumbent agency currently providing these services? If so, will transition support be provided?

CPA RESPONSE: See CPA Response to Question #31.

34. Over the last 3–5 fiscal years, who has served as ClaimItTexas.gov’s media AOR and creative/production lead

(if different)?

CPA RESPONSE: We worked with KGB Texas from San Antonio and managed our media in-house.

35. Has CPA used multiple vendors (e.g., one for media buying, one for creative, one for events)? If yes, who did what?

CPA RESPONSE: We have worked with KBG Texas for media buying and some creative campaigns. We have purchased event packages from iHeart media, Telemundo, and Univision.

36. Was the work historically managed in-house (CPA staff) with only tactical outsourcing (e.g., direct buys, production vendors)?

CPA RESPONSE: Yes.

37. What prompted this RFP now - performance gaps, audit findings, staffing changes, expiring contracts, or a program pivot?

CPA RESPONSE: We are looking for a new vendor.

38. What is the current agency/media contract status: expiring, extended month-to-month, or being terminated for convenience?

CPA RESPONSE: See CPA Response to Question #31.

https://www.youtube.com/playlist?list=PLF3pUCXPSXKKl1-Sn0gvYsa433NHVIgGR

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39. What percentage of the scope is expected to be media placement versus strategy/creative?

CPA RESPONSE: This is subject to program needs per fiscal year.

40. Does the agency anticipate campaign work to be statewide, regional, outside of Texas for former residents and/or targeted to any specific demographics?

CPA RESPONSE: This is subject to program needs per fiscal year.

41. Will the agency provide existing brand guidelines and assets, or is a brand refresh anticipated?

CPA RESPONSE: A brand refresh is anticipated.

42. What is the anticipated contract start date?

CPA RESPONSE: June 1, 2026.

43. What is the base contract term and number of renewal options?

CPA RESPONSE: See Section I.6 and 7 (Initial Contract Term and CPA Optional Contract Terms).

44. Will compensation be retainer-based, project-based, media-commission-based, or hybrid?

CPA RESPONSE: Hybrid.

45. Are there budget minimums or guaranteed spend amounts?

CPA RESPONSE: See Section I Part D.1.i (No Guarantee of Volume or Usage).

46. Does the agency require media to be placed through state-approved channels or procurement systems?

CPA RESPONSE: No. All approvals will go through Unclaimed Property/Communications leadership.

47. Are there any restrictions on programmatic buying platforms?

CPA RESPONSE: No restrictions anticipated.

48. What reporting cadence is expected (monthly, quarterly, campaign-based)?

CPA RESPONSE: Campaign-based.

49. Does the agency require access to live dashboards?

50. Are there statutory or regulatory advertising limitations specific to Texas CPA that the agency expects proposers to consider?

CPA RESPONSE: No. No relevant limitations are specific to Texas CPA. All relevant limitations are included in

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51. Does the agency require all materials to meet ADA digital accessibility standards?

CPA RESPONSE: Yes. See Section V Part 63 (Americans with Disabilities Act (ADA).

52. Are there mandatory approval timelines for public-facing communications?

53. Does the Comptroller’s Office maintain any social media handles specifically for this campaign?

54. Will the Comptroller’s Office share any prior media campaign plans and/or results prior to submission?

CPA RESPONSE: This information is not available at this time; it will be shared with Successful Respondent following Contract Award.

55. Will the awarded agency be able to place any pixels on the State’s website for remarketing efforts?

56. Will the selected agency be granted access to the State’s social media platforms for paid media placements?

CPA RESPONSE: No, CPA will work with our communications team for this.

57. Who is the business owner of the program day-to-day (Unclaimed Property leadership vs Comms/Marketing vs

Procurement)?

CPA RESPONSE: Unclaimed Property leadership.

58. Who will sit on the evaluation committee, and will Unclaimed Property stakeholders have scoring influence distinct from Procurement?

CPA RESPONSE: Unclaimed Property leadership; and no.

59. Are there any internal “success criteria” not captured in the KPI table (e.g., legislative sentiment, complaint volume, call center load)?

CPA RESPONSE: Call center load.

60. The RFP notes CPA will provide “pre-existing media commitments” - what are they (vendor, channel, dollar value, dates, cancellation terms)?

CPA RESPONSE: There are no current pre-existing media commitments.

61. Are any commitments tied to statewide/master agreements, sponsorship packages, or multi-agency buys that limit flexibility?

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62. Does CPA maintain an approved channels list used for “Ad Placement Compliance” scoring? If yes, what’s on it and how is it updated?

63. Are there preferred media resellers (DSPs, OOH networks, radio aggregators) CPA expects vendors to use (or avoid)?

64. Are there any minimum share expectations for specific channels (radio, OOH, broadcast) based on historical policy or leadership preference?

65. For audio/radio, does CPA currently buy through a specific network/rep house: if so, is it mandatory, preferred, or simply historical?

66. Does CPA require that all buys be executed as agent-of-record under CPA’s name, or can the vendor act as principal?

CPA RESPONSE: CPA’s name.

67. Will CPA require net cost transparency and direct media invoices (the invoicing section expects original media invoices showing net costs) - and does CPA expect any specific audit format?

CPA RESPONSE: Yes, we will require net cost transparency and direct media invoices. No, there is no specific audit format.

68. Are there makegood/added-value expectations by vendor type (OOH vs broadcast vs digital), and are any already contractually negotiated?

CPA RESPONSE: There are no expectations by vendor type.

69. How does CPA prioritize the stated goals (Holders education/compliance vs Owner awareness/searches/claims)?

CPA RESPONSE: Goals will be prioritized by program needs. For example, if our claims inventory is high for the first fiscal year, we can prioritize Holder education and compliance.

70. What are the baseline metrics for the last 12–24 months: searches, claims filed, claim completion rate, cost per claim, cost per incremental search?

CPA RESPONSE: Searches, claims filed and claim completion rate.

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71. What is the seasonality of claims/search volume, and are there known spikes (tax season, holidays, legislative cycles)?

CPA RESPONSE: There is no seasonality; spikes happen sporadically throughout the year. There are more searches/claims during media interviews.

72. Are there known barriers driving “submitted claims that result in return of property” (identity verification drop-off, documentation friction, site UX)?

73. For Holder outreach, what is the definition of “Holders” CPA cares most about (industry segments, employer size bands, high-risk noncompliance groups)?

CPA RESPONSE: Financial institutions, retailers, insurance, utilities, oil/gas companies, government entities and small businesses.

74. For Owner outreach, does CPA want prioritization by high-propensity segments (age bands, income, rural/urban, Spanish-dominant, etc.)?

CPA RESPONSE: Yes, we will consider high-propensity segments.

75. Are there any audiences CPA will not target (e.g., minors - note the brand safety standards include “shall not… solicit children”)?

CPA RESPONSE: Minors.

76. The RFP says CPA will generally provide all creative media assets and CPA is responsible for the “concept idea” but also requires the vendor to deliver three creative concepts and “develop comprehensive integrated campaigns”. Which is the intended operating model (CPA-led creative vs agency-led)?

CPA RESPONSE: A hybrid model.

77. Under what scenarios will CPA not provide assets (and the vendor becomes responsible for full creative development)?

CPA RESPONSE: We work closely with our communications team on creative ideas and assets, but in some instances, we may choose to give our vendor full creative responsibility. Projects may include social media campaigns and other digital campaigns.

78. Is “Visual Identity Design (brand identity refresh)” on the price sheet expected in year one, or only “as needed”?

CPA RESPONSE: Yes, Visual Identity Design is anticipated by the first fiscal year.

79. What level of broadcast production is expected (scripts only vs full production management), given “assist CPA in creation/production”?

CPA RESPONSE: Depending on the production needs, you can expect to work on script and/or full production management.

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80. The Mandatory Price Sheet requests costs as an annual fee, but the sheet itself is built as unit pricing per deliverable. Which governs invoicing: annual fee, per-unit, or hybrid?

CPA RESPONSE: See Addendum 1 for revised Mandatory Price Sheet.

81. CPA states it will assume consumption of each service “one (1) time” except a few line items - is that assumption only for evaluation, or does CPA expect those volumes operationally?

CPA RESPONSE: This assumption is for cost evaluation purposes, as stated in Section IV, Mandatory Price

Sheet.

82. The RFP says CPA has no guarantee of volume under IDIQ - will CPA disclose an estimated range of Work

Orders or historical volume to price responsibly?

CPA RESPONSE: Estimated number of Work Orders per fiscal year is 12.

83. “Cost of status report shall be included in each item” - does CPA intend status reporting to be priced implicitly

(bundled) or as a separate billable line?

CPA RESPONSE: Separate billable line.

84. Evaluation criteria show Cost 5% and Reasonableness of Cost 35%, but the cost example references “10 points”. What is the actual scoring scale and how will “reasonableness” be judged?

CPA RESPONSE: See Addendum 1 for revised Mandatory Price Sheet and Section I.17 (Evaluation of Proposals under Best Value Standard).

85. Presentations may include a demo of “software proposed” - what software is CPA expecting (dashboards, media buying platform, project/workflow tool, analytics)?

CPA RESPONSE: The RFP has no software requirements; presentations will include a demonstration of any software proposed for use by the Respondent.

86. The RFP requires “Licensed Software” accessibility compliance and VPAT-style documentation - is CPA requiring the vendor to provide a specific tool (and if so, what functionality)?

CPA RESPONSE: The RFP has no software requirements; this relates to any software proposed for use by the

Respondent.

87. If software is required, who pays for licenses - must it be included in the proposed pricing, and is it considered a

“technology platform or data fee” line item?

CPA RESPONSE: If the Respondent proposes use of software, any associated cost should be included in their proposed pricing as a technology platform line item.

88. What conversion events will be accepted as “Owner engagement” beyond searches (claim starts, claim submits, document uploads)?

CPA RESPONSE: We will accept claim submits and document uploads.

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89. How does CPA define and attribute “incrementality” (especially if CPA also runs other communications that influence searches)?

CPA RESPONSE: Our team defines incrementality as the additional impact our advertising has beyond what would have happened through our standard communications alone. We will measure this by identifying incremental conversions driven specifically by targeted campaigns.

90. Are there privacy constraints that limit audience targeting, remarketing, or lookalike modeling (and what approvals are required for data collection/legal items)?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

91. CPA is prohibited from certain publications within 120 days before a major state election - what is CPA’s operational interpretation (paused paid media only, or broader comms restrictions)?

CPA RESPONSE: CPA may not use 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 an election which the office held by the executive head will be filled. Government Code Section 2113.107(d), Periodicals and Other Publications.

92. The brand safety standards are unusually specific (no guns/alcohol/tobacco, etc.) - does CPA require specific blocklists/inventory controls (GARM suitability tiers, DSP-level exclusions, keyword/category lists)?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

93. CPA labels “charging for administrative tasks” as unacceptable unless pre-approved - what does CPA consider

“administrative” vs billable account management?

CPA RESPONSE: CPA considers ‘administrative’ account management to include routine, non-billable tasks that support the account but do not directly produce project-specific deliverables. These activities may include internal coordination, general correspondence, scheduling, and other basic administrative functions.

In contrast, ‘billable’ account management includes work that directly advances a specific project or campaign, such as strategic planning, client meetings tied to deliverables, project management, development of briefs, reporting, and coordination required to execute campaign-related tasks.

94. For OOH, the vendor is responsible for production/installation and even disposal documentation - does CPA have preferred fabricators/installers, or should the vendor source all?

CPA RESPONSE: Successful Respondent is responsible for sourcing all.

95. For sponsorship activations, what is the expected mix of statewide events vs DMA/regional, and what is the approval path for contracted staffing/vendors?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

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96. Transition-out can last up to nine months and must be at no additional cost - what is CPA’s expectation for transition scope (data exports, account transfers, training sessions)?

CPA RESPONSE: The expectation is to transfer all data and accounts. See Addendum No. 1 for revised

Transition of Services requirements.

97. Does CPA anticipate establishing an estimated annual budget range for agency services and media planning purposes, or should Respondents assume that all funding parameters will be defined exclusively at the individual Work Order level?

CPA RESPONSE: This information will be discussed, as applicable, with the Successful Respondent following

98. Does CPA require separate line-item invoicing and reconciliation for third-party media expenditures versus agency professional fees?

CPA RESPONSE: CPA requires a separate line-item invoicing and reconciliation for third-party media expenditures.

99. For planning and scheduling purposes, is there a typical or expected turnaround timeframe for CPA review and approval of Work Plans, Media Authorizations, and Notices to Proceed that Respondents should incorporate into proposed timelines?

CPA RESPONSE: Turnaround times will vary depending on the scope of the project. CPA timelines for review of

Work Plans, Media Authorizations, and Notices to Proceed will be discussed and mutually agreed upon during

Work Order meetings. See Addendum No. 1 for revised Work Order requirements.

100. Beyond final invoicing and post-buy reporting, does CPA require any additional standardized financial reconciliation documentation at Work Order or contract close-out?

101. Does CPA anticipate any shift in emphasis among the stated program goals (e.g., holder compliance, owner search volume, claim conversion rates) during the initial contract term, or should Respondents assume balanced prioritization across these objectives?

CPA RESPONSE: Yes, shifts in the emphasis among the stated program goals are anticipated.

102. Can CPA provide an estimated number of Work Orders anticipated annually and whether an annual budget ceiling or minimum volume is expected under this Contract?

CPA RESPONSE: The estimated number of Work Orders will vary each year depending on program needs. As stated in Section II, Part D.1.i, there is no minimum volume guaranteed under this contract.

103. Will media placements be invoiced through the Successful Respondent or paid directly by CPA to media vendors?

CPA RESPONSE: Media placements will be invoiced through Successful Respondent.

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104. Does the 2% per calendar day liquidated damages provision apply to the total Contract value or only to the specific Work Order or deliverable subject to delay?

CPA RESPONSE: Each Service or obligation not completed. See Section II, Part D.11 (Liquidated Damages).

105. In instances where scope modifications occur, will schedule adjustments be formally documented through a written amendment to the applicable Work Order?