ESBD_494234_1774443615739_582-27-30075 Addendum 1_FINAL.pdf

Addendum 1 TCOT Marketing Services Page 1 of 15

Texas Commission on Environmental Quality P.O. Box 13087, MC 182

Austin, Texas 78711-3087

Addendum Number 1 Solicitation 582-27-30075

582-27-30075 TCOT Marketing Services March 24, 2026

RESPONSE DUE DATE: April 7, 2026 no later than 2:00PM CT

Important Notice to Vendors:

This addendum is issued to post vendor questions and answers.

ISSUED BY:

Stacy Thompson, Contract Specialist Date

Note to Respondent: Respondent is requested to acknowledge receipt of this addendum by signing and dating on the space below, and including this page along with your response. Responses may be considered non-responsive if this cover page is not signed and returned. To view the solicitation package, visit the Texas Marketplace website at http://www.txsmartbuy.com/sp.

Signature/Date

03/24/2026 http://www.txsmartbuy.com/sp

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P.O. Box 13087, MC 182

Austin, Texas 78711-3087

VENDOR QUESTIONS AND ANSWERS

1. Can TCEQ confirm whether the $300,000 referenced in the RFP is the total all-in budget to develop and implement the campaign, including paid media, production, creative development, implementation, influencer/content creator costs, printing, shipping/fulfillment, and other pass-through expenses, or only the budget for strategy/work plan development?

A: The $300,000 amount in the sample work order (Page 20) is a sample amount to provide respondents with an amount to create their Marketing/Work Plan as part of their response.

2. Is the $300,000 amount intended to represent the budget for one initial/sample FY27 work order only, or is it the anticipated annual budget for TCOT marketing activities?

A: See question 1.

3. The sample work order references an original umbrella contract amount of $1,500,000, while the contract signature page leaves the Maximum TCEQ Obligation blank. Can TCEQ confirm the total anticipated contract ceiling and whether that amount is illustrative or actual?

A: This is a sample amount for illustrative purposes only.

4. If the umbrella contract amount is intended to be $1.5 million, is that amount expected to cover the base term only or the base term plus all renewal periods?

A: See Question 3.

5. The Price Form asks for pricing “per plan” for both Preparation of Marketing Plan and Cost to Implement and Advertise Campaigns. How should proposers interpret “per plan”: as one annual integrated plan, one work order, or one individual campaign/flight?

A: Cost to prepare the marketing plan and then the cost to implement each of the four campaigns in the marketing plan.

6. The RFP states that pricing is fully loaded, firm, fixed, and that no additional amount will be paid for costs not listed on the Price Form, yet other sections allow for approved reimbursables, travel, and negotiated additional work. Can TCEQ clarify exactly which costs may be billed separately from the fixed prices, if any?

A: See Additional Work, under Scope of Work Section 2.

7. Is this solicitation for a new initiative or a continuation/reprocurement of an existing TCOT marketing contract?

A: This is a replacement contract for existing marketing services.

8. If this is a continuation, who is the current or most recent incumbent contractor, and what portions of the work have they been responsible for (for example: strategy, creative, media buying, production, reporting, website/social support, or campaign implementation)?

A: Bridge Insights and Media. The contractor has handled development of annual marketing plan and implementation of the plan, including creative, media buying, video production, and reporting.

9. If there is an incumbent or prior vendor, will TCEQ make available historical campaign results, post-campaign analyses, media performance, audience insights, and lessons learned to support transition and optimization?

A: TCEQ will work with awarded contractor to share relevant information and results.

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10. Based on TCEQ’s prior TCOT efforts, are there any known issues, pain points, or underperforming tactics that TCEQ specifically wants the next contractor to address or improve?

A: Tactics that should be focused on are outlined in the Evaluation Criteria, Section 4. These initiatives are our current areas for improvement.

11. Are there any existing campaign assets, account credentials, platform pixels/tags, audience data, media relationships, or licenses that would transfer to the selected contractor at the start of the engagement?

A: No.

12. The scope says responders should include a minimum of four different campaign options per work order request, while the sample work order says the plan should include a minimum of four marketing initiatives/flights. Should proposers interpret this as four alternative concepts for TCEQ to choose from, or four separate campaigns/flights to be executed under the same work order?

A: Four separate campaigns/flights to be executed under the same work order.

13. The sample work order indicates the contractor will begin developing the Work Plan and Work Order Budget upon issuance, but implementation begins only after TCEQ approval and Notice to Proceed. Should proposers assume the work order not-to-exceed amount covers both pre-approval planning and post-approval implementation, or only implementation after NTP?

A: The work order not-to-exceed amount covers both the development of the marketing plan and the implementation of the plan.

14. The Special Terms appear to allow four one-year renewals, while the General Terms state the contract may be renewed for up to three one-year periods. Which renewal structure governs this solicitation?

A: In the case of conflicts, the Special Terms supersede and take precedence over the General Terms.

See Article 2, Order of Precedence, of the General Terms and Conditions of the Contract.

15. The contract signature page states that the contract is funded with federal funds, but the Assistance Listing Number and Federal Grant Number are blank. Can TCEQ identify the funding source and clarify whether any federal requirements will apply to campaign content, media placement, subcontracting, approvals, reporting, or invoicing?

A: The procurement is not funded with Federal Funds. If the procurement was funded with Federal Funds, the box would be checked.

16. The RFP lists current TCOT initiatives and past marketing activities. Which of those are expected to continue in FY27, and which are provided only as background examples? Are there any existing initiatives that TCEQ is considering revising, replacing, or discontinuing?

A: Program initiatives are expected to continue. Past marketing activities are provided as background examples.

17. Are there particular opportunities for improvement TCEQ sees in the current TCOT program beyond increasing awareness and engagement, such as stronger conversion to pledges, better educator participation, improved contest awareness, more efficient paid media performance, or better integration across initiatives?

A: Program priorities and goals are:

o Increase the number of pledges by 10% o Increase followers on Facebook and Instagram by 15%

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Austin, Texas 78711-3087 o Increase traffic to the Take Care of Texas website by 15% o Increase awareness of and participation in student contests by 10% o Generate awareness of the Take Care of Texas program

18. Given the statutory and state-agency advertising limitations referenced in the RFP, are there any content, channel, incentive, partnership, or promotional restrictions that proposers should account for beyond what is expressly stated in the sample work order?

A: Per the Scope of Work, page 14, The Take Care of Texas program was created by statute and is limited to the purposes and activities authorized by the Texas Legislature in Texas Health and Safety Code Section 361.0202. See also Article 23.22, Prohibited Technologies, of the General Terms and Conditions of the Contract. State agency contractors may not use any of the prohibited technologies, including but not limited to TikTok, that are listed on the Texas DIR website. All proposed content and promotions will be reviewed and approved by TCEQ prior to implementation.

19. What budget range does TCEQ anticipate allocating annually for TCOT marketing campaigns under this contract?

A: The current contract allows for up to $300,000.

20. How many work orders does TCEQ typically issue per year for this program?

A: One.

21. Are there any priority campaigns or initiatives planned for the first contract year?

A: No.

22. Will the selected contractor be expected to develop new creative concepts and messaging, or primarily promote existing TCOT messaging and assets?

A: Both. Overall branding remains the same for the program, but open to new concepts or messaging.

23. Are current brand guidelines, creative assets, or campaign materials available for use or adaptation?

A: Brand Style Guide is available at TakeCareOfTexas.org. Some existing creative assets may be shared with awarded contractor.

24. Does TCEQ expect the contractor to handle media buying and placement directly, or will media purchases be managed separately by TCEQ?

A: The contractor will handle all media buying and placement directly.

25. Does TCEQ anticipate using traditional media channels (e.g., television, radio, outdoor) in addition to digital campaigns?

A: Both traditional and digital may be proposed by the contractor.

26. Does TCEQ have preferred reporting formats, dashboards, or analytics tools for campaign performance tracking?

A: No.

27. Which TCEQ division or staff members will serve as the primary points of contact for campaign planning and approvals?

A: Please see the Notices, Projects Representative and Records Location information on Page 50 of the Solicitation.

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28. Does TCEQ anticipate requiring ongoing content production (e.g., social media posts, newsletters, or web content), or primarily campaign-based deliverables tied to work orders?

A: See Scope of Work, 2. Tasks

29. Are there any anticipated partnerships with external organizations (e.g., schools, nonprofits, influencers, or state agencies) that the contractor would be expected to coordinate with?

A: No.

30. Can TQEC please clarify its expectations for the “example Marketing Plan”? Is the Commission expecting a comprehensive plan or conceptual ideas?

A: The Marketing/Work Plan requested as part of the vendor’s response should be based on Sample Work Order 1 and should detail how a responder would comprehensively accomplish the request.

31. Can you confirm that the marketing plan development and execution budget ($300K) should include video production and advertising spend?

A: If any of the campaigns involve video production, that should be included in the budget. All advertising spend must be included in budget. See question 13.

32. On the work order budget, is the Commission looking for a lump sum estimate for 1) plan development, 2) plan execution, and 3) ad spend?

A: Yes.

33. What is the current annual ad spend for Take Care of Texas?

A: Varies by campaign. Annual budget is $300,000 for a minimum of four initiatives.

34. Can TQEC/TCOT please provide the 2025 metrics that will be used to benchmark the requested year-over-year increases for: pledges, Facebook and Instagram followers, website traffic and student contest participation?

A: FY2025 metrics: 12,360 pledges, 11,229 Facebook likes, 5,031 Instagram followers, 267,000 website users, 537 Video Contest entries, and 4,375 Art Contest entries

35. > Please clarify the budget for the TCOT Marketing Contract? The sample work order notes a maximum do-not-exceed of $300K, but the "original amount of umbrella contract" is noted as $1.5M. Is $300K the amount for the marketing plan only? If so, is the intent of the other $1.2M to be spent on campaign development, creative production and message distribution?

A: See questions 1 – 4.

36. > Is there existing research available on the target audiences listed (educators, students, homeowners, parents, females 35-60) and will that be shared with participating agencies?

A: No.

37. Does TCOT have preferred timing/seasonality/flighting for the campaign to be in market to drive the desired behaviors - or is the assumption that the stated $1.5M budget is meant to fund an entire year calendar year of activity?

A: No timing preference. Refer to question 3.

38. > Please explain "retainage" (7.7) and the TCOTs ability to withhold 5% of each payment. Is the 5% paid out at the end of the project, or do vendors have to request for this withholding to be released?

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A: Retainage will not be part of this contract. If retainage was required as part of the contract, it would be indicated in the Scope of Work.

39. In section 4, the marketing plan section of evaluation criteria, is the expectation that agencies submit speculative creative ideas in their RFP response? Or is the section intended as more of an outline of the agency's approach to the TCOT challenge?

A: See Page 17 – 18 of the Solicitation, Evaluation Criteria 4. Technical Approach to Performing the Scope of Work.

40. Preparation of Responses; Page 9 - This section notes that responders must “obtain any missing applicable forms from TCEQ with sufficient time to complete and submit them in the Response.” Please clarify what is meant by missing applicable forms.

A: If there are any forms that are referenced as attachments in the solicitation, and those forms are not attached to solicitation, vendors should request the applicable forms from TCEQ.

41. Preparation of Responses; Page 9 - This section notes that responders must “create any other applicable documents.” Please clarify what is meant by any other applicable documents.

A: This could be related to the creation of the Marketing/Work Plan, HUB HSP or any other documents that have been requested, or are required, as part of the response and/or solicitation.

42. Preparation of Responses; Page 9 - The solicitation notes that responders must “Sign all documents that require a signature, including the Response on the Responder’s Signature and Information page.” Please confirm electronic signatures are acceptable.

A: Yes, electronic signatures are acceptable.

43. Public Information; Page 11 - The solicitation language about public information indicates “That it is Responder’s obligation to specifically identify information it contends to be confidential or proprietary How may responders mark confidential/proprietary information in their proposals? May responders submit a cover sheet indicating which sections of the proposal they deem confidential and/or proprietary? Or, may responders submit a redacted version of the proposal?

A: See Page 35, GTC Section 17.2, Page 55: Responder’s Signature and Information and Page 56:

Response Contents

44. Public Information; Page 11 - The section on public information also notes that a responder “accepts that TCEQ may in its sole discretions deem a Response as non-compliant.” Please clarify what is meant by this statement.

A: The contractor must specify what information in the Response that it considers to be confidential or proprietary. If the Responder marks as confidential or proprietary a large amount of information, or information that TCEQ is required by law to release, TCEQ may reject the Response as noncompliant.

45. Scope of Work; Page 13 - The RFP references past “advertisements placed in schools.” Are there existing statewide school district partnerships or procurement hurdles we should plan for, and who leads those relationships (TCEQ vs. vendor)?

A: No existing partnerships. Ad placements are led by the contractor.

46. Scope of Work – Task 1 – Marketing Plan and Promotion; Page 14 - The SOW mentions creating four different “campaign options” per Work Order. Is a “campaign option” the design/theme for the campaign, and TCEQ would like four design/theme options to choose from?

A: See Question 12.

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47. Evaluation Criteria, Company Information; Page 16 - In the Company Qualifications section responders are meant to include information about their “Texas authorization(s) to conduct business.”

Please clarify what offerors are meant to provide to demonstrate authorization to conduct business in Texas.

A: The requirements for authorization to conduct business in Texas may vary based on factors such as company structure, income, and location. TCEQ recommends referencing the Texas Secretary of State website at https://www.sos.state.tx.us/corp/index.shtml for additional information, and speaking to an attorney as needed.

48. Evaluation Criteria, Past Performance, Past Contracts; Pages 16-17 - For the Past Contracts section, please confirm the one past performance example from each listed subcontractor is in addition to the three past performance examples from the prime responder.

A: Per Solicitation, Part 3A. page 17, if subcontractors were utilized and referenced, one (1) example should be provided by each subcontractor.

49. Technical Approach to Performing Scope of Work – Pages 17-18 - Are there State restrictions on specific platforms/placements (e.g., prohibited tech list, state advertising restrictions, age targeting rules for K12 audiences) that should shape our proposed campaigns?

A: As a state agency, we do not use TikTok. See the list of Texas’ Prohibited Technologies. We do not collect information from minors. See response to Question 18 for further information.

50. Technical Approach to Performing Scope of Work – Pages 17-18 - Are we permitted to implement pixels (Meta, Google, etc.) or GTM tags on TakeCareOfTexas.org for conversion tracking (pledges, contest signups), consistent with State privacy standards?

A: Yes.

51. Technical Approach to Performing Scope of Work – Pages 17-18 - Will TCEQ provide mailing/fulfillment for pledge kits and student contest operations, or is vendor support requested via this contract?

A: TCEQ handles pledge kits and all contest operations.

52. Technical Approach to Performing Scope of Work – Pages 17-18 - Task 1 states the marketing plan should include four marketing campaigns/initiatives. Can you clarify this requirement? Is the expectation to run four separate ad campaigns, each with its own design and messaging?

A: See Question 12.

53. Technical Approach to Performing Scope of Work – Pages 17-18 - Can we coordinate with TCOT email programs (content calendar, list growth tactics), and what email platform is in use?

A: GovDelivery is used. The program is used by TCEQ staff but we can coordinate.

54. Technical Approach to Performing Scope of Work – Pages 17-18 - Are we permitted to implement UTM conventions and provide content to TCEQ for distribution?

A: Yes.

55. Exhibit 1: Sample Work Order; Pages 20-25 - Please confirm all responders are not meant to sign the sample work order, contract signature page, and provide the documents on the contract documents list at the proposal stage.

A: See Preparation of Response, Page 9 and Response Contents, Page 56.

56. Payments and Invoices; Page 29, Please clarify how long does it normally takes for the retainage to be released at the end of the project?

A: See question 38.

https://www.sos.state.tx.us/corp/index.shtml https://gov.texas.gov/news/post/governor-abbott-updates-texas-prohibited-technologies-list

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57. Payments and Invoices; Page 29 - Will TCEQ pay interest on any funds held in retainage?

A: See question 38.

58. Payments and Invoices; Page 29 - Please clarify if there are any conditions under which TCEQ would not release the 5% held in retainage.

A: See question 38.

59. Insurance Section; Page 47 - maintain $1m per occurrence of commercial automobile liability insurance. Would TCEQ be amenable to use of an umbrella policy to supplement that and reach the $1,500,000 coverage requirement?

A: TCEQ will consider alternative insurance coverage. Please include any proposed deviations from the terms in the contract in Tab 8.

60. Responder’s Certifications #19; Page 59 - Along with the full submission, would TCEQ be amenable to submission of a redaction proposal that redacts all business confidential or proprietary information to assist in meeting the Texas Public Information Act requirements?

A: No, redacted responses will not be accepted. All confidential information should be marked Confidential and should be placed in Tab CONFIDENTIAL. See Question 43.

61. Please confirm whether any of our staff will require access to TCEQ systems (triggering annual cybersecurity training under §2063.104) and the evidence format you need for compliance.

A: No access to TCEQ systems or cybersecurity training is required.

62. May we buy media as agent of record (vendor of record pays platforms and invoices TCEQ) or must TCEQ pay media directly? If we pay, can we include standard cashflow provisions (prepay or drawdown) given the State’s 30-day payment cycle?

A: Contractor must handle all ad/media placement and payment. See question 92.

63. Should media fees be reflected as (a) a transparent hourly model, (b) a flat fee, or (c) a percentage of spend? The Price Form requests both “Per Plan” items and hourly rates—please confirm the preferred pricing architecture for evaluation

A: Provide a fully loaded, fixed-price proposal using the Price Form. Responders should provide pricing for each task.

64. May responders add additional columns to the price form for each year of the period of performance?

A: Responders must enter a price for each item listed. Deviations from the price form may result in a lower score for Responders, because additional lines/for cost items will not be considered when scoring the responses to maintain fairness amongst the Responders.

65. Why has TCEQ decided to release this RFP?

A: See Question 7.

66. What is your measurement of success?

A: Success will be meeting the goals outlined under the Technical Approach to Performing the Scope of Work.

67. What are the top three qualities TCEQ is looking for in an agency partner?

A: Responders will be evaluated based on the evaluation criteria.

68. Can you provide examples of previous outreach work orders, including a short description and a budget?

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A: See example Work Order.

69. What is the average budget per work order?

A: See example Work Order.

70. Does TCEQ have a budget range for this contract?

A: See Questions 1 – 4..

71. How much was spent last year on this effort or a similar effort?

A: See Questions 1 – 4.

72. Who is the incumbent(s) for these various work orders?

A: See Question 8.

73. Does TCEQ currently work with a marketing vendor? If yes, what is the name of the vendor?

A: See Questions 7 and 8.

74. What are your current/past major campaigns? Which ones, if any, are continuing?

A: See Background section of the Scope of Work for examples. Campaigns are not continuing beyond current contract.

75. Where can we view past campaign materials and/or website?

A: See Background section of the Scope of Work (page 18) for a link to the Take Care of Texas Website.

76. What is the name of the advertising agency TCEQ has worked with regularly in the past?

A: See Question 8.

77. Is it expected that we provide hourly rates instead of detailed pricing since we don’t have a defined scope of work?

A: Provide a fully loaded, fixed-price proposal using the Price Form. Responders must provide pricing for each task.

78. What tactics do you consider to be the most successful in meeting your goals?

A: This has varied by campaign. These specifics can be discussed with awarded contractor.

79. What are your current/past major campaigns? Which ones, if any, are continuing?

A: See question 74.

80. 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?

A: See question 127.

81. What are your key performance metrics?

A: Key metrics are identified under the Technical Approach to Performing the Scope of Work.

82. How does TCEQ currently plan and buy media? In-house or with an agency?

A: All media planning and placement is handled by contractor.

83. Where can we view past campaign materials and/or website?

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A: See Questions 74-75.

84. Does TCEQ have any interest in research? Should we include research in our scope of work?

Has research been conducted? What research, if any, is available?

A: Responders are welcome to include research in their responses. Previous research has not been conducted.

85. How much flexibility is allowed to shift amounts within the Work Order Budget, including cost of advertising and marketing campaigns after approval?

A: Work Order Budgets are estimates. Refer to the Procedures for Work Orders. There is flexibility for changes, which must be approved by TCEQ.

86. Is there an expected balance between cost of advertising and other costs related to preparation and implementation of the marketing plan, or is this left to the contractor?

A: This is up to the responder.

87. Does TCEQ have expectations for how results from digital media ads and advertising should be measured and reported?

A: Expect to receive a recap of results that shows metrics like reach, engagement, and conversions if applicable.

88. If the percentage increase goals listed in advertising of the marketing plan are not fully achieved, how will performance be evaluated?

A: Evaluated based on what percentage of increase was obtained and if there are other measurable successes from campaigns.

89. What is the expected review and approval process for items produced under the marketing plan, including advertising and other campaign materials?

A: See Procedures for Work Orders starting on page 43 and Section 2: Tasks of the Scope of Work

90. When targeting multiple audiences listed in the Scope of Work, does TCEQ have guidance on audience prioritization?

A: TCEQ will work with awarded contractor to identify any priorities.

91. Is there an incumbent agency for The Take Care of Texas program going after this work?

A: TCEQ will not know who responds to the solicitation until the solicitation closes.

92. Please confirm payment terms for media billing - If placing media on agency credit, are you open to pre-payment? If not, are shorter NET 15 payment terms acceptable for digital media platforms that require payment on a credit card?

A: All fees incurred should have been a part of the Work Order Budget and shall be incurred by the vendor and reimbursed by TCEQ per the Prompt Payment Act via invoice.

93. Is the $300,000 budget for hard costs (assets, media, production) and agency fees?

A: See questions 1 – 4.

94. Please explain the request for "four different campaign options per Work Order request". Is it that you want four different tactics as part of one campaign, or that you want completely different routes to take the campaign (pick one, not four), or simply four different creative options?

A: See Question 12.

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95. Is this different from the language on the Sample Work Order? "A minimum of four (4) marketing initiatives/flights should be included in the plan."

A: See question 12.

96. Per the 2021 RFP's Q&A, TCEQ tracks campaign success with email open/click rates, social media engagement, site visits, newsletter sign-ups, pledges, and YouTube views. Can you provide these metrics over the last few years and any trends in performance?

A: See question 34 for some of these metrics. For FY2025, over 20,000 social media engagements, there are 59,500 newsletter subscribers with an average of 23,000 opens and 2,200 clicks per month, and 193,000 YouTube views.

97. What is TCEQ's stance on messaging discouraging AI use as part of water conservation tactics?

A: The state is working to develop AI policy. TCEQ does not currently utilize messaging discouraging the use of AI in relation to water conservation.

98. Is there any research available to respondents to inform our approach?

A: No.

99. Are there any key target markets?

A: See Background section of the Scope of Work.

100. What is the vendor's level of involvement with the contests? Is it simply promotion?

A: Yes.

101. Are there preferred or restricted media channels beyond “social media and digital advertising” (e.g., streaming audio, connected TV, display)?

A: No preferences. See also Question 18.

102. Are there historical CPM, CPC, CPA, or reach benchmarks TCEQ uses to evaluate “cost effectiveness”?

A: No.

103. Among the listed audiences (educators, homeowners, women 35–50), is there a priority ranking for the sample marketing plan?

A: No priority.

104. Are there historical CPM, CPC, CPA, or reach benchmarks TCEQ uses to evaluate “cost effectiveness”?

A: See question 104.

105. Should media plans assume statewide coverage, or is geographic prioritization preferred? If so, what markets are priority? Any areas that should not be included?

A: Statewide coverage is preferred. TCEQ can work to identify priority areas with the awarded contractor.

106. Should Spanish-language media/creative be included?

A: That is up to the responder.

107. Among the stated goals (pledges +10%, followers +15%, site traffic +15%, contest awareness +10%), which one is considered the primary KPI?Are there known seasonal peaks bidders should incorporate into the flight plan?

A: The primary KPI depends on the campaign. No known peaks to consider.-

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108. How is success ultimately evaluated internally beyond the stated KPIs such as pledges, followers, and traffic? Are there priority KPIs among these?

A: Success is evaluated by looking at KPIs as well as other outreach efforts.

109. - How does TCEQ define a high-quality pledge versus a low-intent action?

A: TCEQ does not currently define these terms.

110. - Are there behavioral outcomes that matter beyond awareness, such as water conservation actions or program participation?

A: See question 17 for program participation goals.

111. - What has historically been the biggest barrier to adoption of the TCOT pledge?

A: This information is not known.

112. - Are there regional differences across Texas in engagement or awareness that we should plan for?

A: No known differences.

113. - How does this campaign align with broader legislative or agency goals?

A: Texas Health & Safety Code 361.0202 establishes the development of a public awareness program.

114. Are there existing audience personas or segmentation studies available?

A: No.

115. - Can you provide demographic, psychographic, or behavioral insights on educators, parents, and general Texans?

A: No.

116. - Are there priority DMAs, counties, or regions?

A: See question 105.

117. - Are there underserved populations that should be prioritized?

A: No. TCEQ will work with awarded contractor to identify priorities for specific campaigns.

118. - Is first-party data available for retargeting?

A: See question 151 about privacy policy.

119. - Are there language considerations such as Spanish-first audiences?

A: Responders should consider the demographics of the statewide audience.

120. - Are there existing brand guidelines or messaging frameworks?

A: See question 23.

121. - What messaging has historically performed best or worst?

A: This has varied by campaign. More specifics can be provided to awarded contractor.

122. - Are there regulatory or compliance restrictions on messaging?

A: Yes. All messaging will be reviewed and approved by TCEQ prior to use.

123. - Will creative assets be provided or should they be developed?

A: See question 23. If new assets are needed, they should be created by responder.

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124. - Are there approved influencers or partners?

A: No.

125. - What level of creative testing is expected?

A: This is up to the vendor to determine dependent on room in budget.

126. - Are there preferred or restricted media channels?

A: No preferences. See question 49.

127. - What has been the historical media mix and performance?

A: This has varied year to year, with a shift toward digital advertisement vs. traditional advertisement.

128. - Is there openness to emerging channels such as CTV or streaming audio?

A: Yes.

129. - Are there existing vendor partnerships?

A: No.

130. - How should we balance awareness versus performance media?

A: This is up to the responder.

131. What analytics platforms are currently used?

A: Google Analytics.

132. - How are pledges tracked and attributed?

A: Google Analytics is used for tracking.

133. - Is there openness to advanced measurement such as incrementality testing or brand lift?

A: Yes.

134. - What reporting cadence is expected?

A: Reporting is expected following each campaign.

135. - Are there baseline benchmarks available?

A: See question 34.

136. Should campaigns be seasonal, audience-specific, or channel-specific?

A: The approach is up to the responder.

137. - Are there key tentpole moments?

138. A: There are no specific key tentpole moments. - What level of optimization flexibility is allowed?

A: Flexibility to optimize ads is acceptable if there is room in the budget. All messaging will be reviewed and approved by TCEQ prior to use.

139. - What are Work Order approval timelines?

A: See Procedures for Work Orders starting on Page 43.

140. - Who are the key stakeholders?

A: The contract is managed by the External Relations Division of the TCEQ.

141. What is the expected allocation between media and production?

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Austin, Texas 78711-3087

A: See question 86.

142. - Are there channel-level budget constraints?

A: No.

143. - How should budget reallocation be handled mid-campaign?

A: Refer to Procedures for Work Orders. There is flexibility for adjustments. Changes would need to be approved by TCEQ.

144. - Are there expectations for performance guarantees?

A: No.

145. Who are decision-makers versus reviewers?

A: See question 140.

146. - What are approval timelines?

A: This is dependent on the campaign. We aim to provide all review and approval in a timely manner.

147. - What communication cadence is expected?

A: All proposed plans and messaging must be reviewed and approved by TCEQ prior to use. Reporting should be provided following each campaign to communicate results.

148. - Are there other agencies involved?

A: No.

149. Are there restrictions due to state or federal funding?

A: Yes. There is no federal funding for this contract. State restrictions are outlined in the Scope of Work, the General Terms and Conditions, and the Special Terms and Conditions of the Contract.

150. - Are accessibility standards required?

A: See General Term 23.6.

151. - Are there data privacy limitations?

A: The Privacy Policy is available at TakeCareOfTexas.org

152. - Are disclaimers required?

A: No.

153. - Are there public reporting requirements?

A: There are no public reporting requirements for an awarded contractor related to this contract, other than the contract reporting requirments as outlined in the Scope of Work and General Terms and Conditions of the Contract.

154. - Is there interest in a behavior change framework?

A: Program’s primary goals are outlined in question 117. This is up to vendor if budget allows.

155. Can messaging be tailored using environmental triggers?

A: It is up to the responder to propose messaging. All messaging will be reviewed and approved by TCEQ before use.

156. - Is there room for test-and-learn budget allocation?

A: All costs must be included in the respondent’s budget.

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157. Is there interest in building a long-term audience database?

A: Yes.

158. Do you have a local preference, or would you be open to a Canadian agency that has worked with clients across the United States, including the States of California, Hawaii, Michigan, Virginia, Colorado, and Wyoming?

A: Contractor must be authorized to conduct business in Texas.

159. Is there an incumbent agency, and if so, will they be participating in this RFP?

A: See questions 8 and 91.

160. Does the identified budget include both agency fees and media costs?

A: See questions 1 – 4.

Important Notice to Vendors: