ESBD_502638_1777923719311_RFP 7969-JW - Addendum 2 - VLB Social Digital Media Data Analytics.pdf

Texas General Land Office and Veterans Land Board -1- RFP No. 7969-JW Addendum No. 2

TEXAS GENERAL LAND OFFICE

AND

VETERANS LAND BOARD

is

REQUESTING PROPOSALS

for

Social & Digital Media Data Analytics Services for the

Veterans Land Board

REQUEST FOR PROPOSALS NO. 7969-JW

Class 915 / Item 22; Class 958 / Item 84; Class 961 / Item 53

ADDENDUM NO. 2

Solicitation Release Date: April 7, 2026

Addendum No. 2 Issue Date: May 4, 2026

Deadline for Submission: May 18, 2026 at 2:00 p.m. CT

Solicitation Point of Contact: Jaynee Williams, CTCD, CTCM Jaynee.Williams@GLO.Texas.Gov

You are responsible for checking the Electronic State Business Daily (ESBD) website, http://www.txsmartbuy.gov/esbd, for any addenda to this Solicitation. Please search under Agency Code 305 (General Land Office and Veterans Land Board). The Respondent’s failure to periodically check the ESBD will in no way release that Respondent from addenda or additional information resulting in additional requirements of the Solicitation.

mailto:Jaynee.Williams@GLO.Texas.Gov http://www.txsmartbuy.gov/esbd

Texas General Land Office and Veterans Land Board -2- RFP No. 7969-JW Addendum No. 2

Addendum 2 is issued for the following:

I. 3.1 Schedule of Events

Event: Deadline for Submission of Solicitation of Responses (including VetHUB Subcontracting Plan)

Date/Time: From: May 7, 2026 at 2:00 p.m. CT

To: May 18, 2026 at 2:00 p.m. CT

II. The GLO/VLB’s responses to questions submitted by Respondents relating to the Solicitation.

REMAINDER OF PAGE INTENTIONALLY LEFT BLANK

Texas General Land Office and Veterans Land Board -3- RFP No. 7969-JW Addendum No. 2

The GLO/VLB’s responses to questions submitted by Respondents relating to the Solicitation.

All questions/requests for clarification received in writing on or before the April 14, 2026, deadline are listed below with the GLO’s responses.

Q # Section # Text of Passage being questioned Question GLO Response

1 General

Does the scope of this RFP include content creation for the media placements or social media?

Yes.

2 6.1

The Cost Proposal provided should be in accordance with the specifications in this Solicitation and shall include all estimated labor, materials, tools, supplies, equipment, personnel, and other costs required to complete the Project, including, but not limited to, travel expenses, insurance, bonds, associated costs, and incidental costs necessary to provide the products and services per the specifications, requirements, provisions, terms, and conditions set forth in this Solicitation and the Contract Documents.

What is the budget for this campaign?

What was the previous budget?

Is this the first time doing this type of contract?

We are not disclosing the budget at this time.

Information on GLO contracts can be found through the GLO's website at https://www.glo.texas.gov/open-government/contracts-and-purchase-orders.

Texas General Land Office and Veterans Land Board -4- RFP No. 7969-JW Addendum No. 2

3 6.1

Text of passage being questioned “The Cost Proposal provided should be in accordance with the specifications in this Solicitation and shall include all estimated labor, materials, tools, supplies, equipment, personnel, and other costs required to complete the Project, including, but not limited to, travel expenses, insurance, bonds, associated costs, and incidental costs necessary to provide the products and services per the specifications, requirements, provisions, terms, and conditions set forth in this Solicitation and the Contract Documents.”

Question For the line item on the Cost Proposal Form, is the Respondent expected to include the actual hard cost of the media spend (the dollars paid directly to the platforms) within this “Each” rate, or is this line item strictly for the agency’s professional service fee to place and manage the ad buy while the media spend is billed separately or passed through?

All anticipated costs should be included in the proposal. Actual ad buy suggestions (costs) should be separate from professional fees charged by the agency.

As indicated, ad buy costs should be separate from the flat monthly fees. All anticipated, respective costs should be included.

4 2.1.6

“The volume of work each month shall be variable; however, the GLO/VLB anticipates a minimum of six (6) reports each month… Provider shall invoice the GLO/VLB a monthly fee for all services performed during the billing period.”

To help us accurately estimate the labor required for the Flat Monthly Fee, what is the historical or anticipated maximum number of concurrent campaigns running in any given month?

That number can vary. It's usually no more than two, but potentially could be based on need.

Texas General Land Office and Veterans Land Board -5- RFP No. 7969-JW Addendum No. 2

5 2.1.3

“Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators. Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.”

In relation to live dates per campaign, when can the agency expect to receive the brief for developing the media plan/buy?

We will have a collaborative working relationship and there will be mutual discussions related to timelines.

6 2.1.3

“Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators. Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling. Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.”

For developing the timeline/schedule, what is the typical approval turn around time needed from the GLO/VLB teams?

Usually, approximately two days.

7 6.1

“The Cost Proposal provided should be in accordance with the specifications in this Solicitation and shall include all estimated labor, materials, tools, supplies, equipment, personnel, and other costs required to complete the Project…”

Is there an existing media budget range we should plan against?

We are not disclosing the budget at this time.

Texas General Land Office and Veterans Land Board -6- RFP No. 7969-JW Addendum No. 2

8 2.1.5 “Implement SMS campaigns based on targeted audiences.

Deliver VLB e-mail campaigns based on targeted audiences.”

Does GLO/VLB currently have owned databases for SMS and email, or will list-building be required?

VLB has a database, but listbuilding may be required based on campaign needs.

9 Data & Analytics Architecture

How does

GLO/VLB

currently collect, store, and manage social and digital media data, and what data infrastructure (e.g., data lake, warehouse, APIs) will be accessible to the selected provider?

Most data is managed at the source. Access to current data infrastructure would need to be discussed on an as-needed basis with our IT, Info Sec and Legal teams.

10 Data & Analytics Architecture

Are there any restrictions or preferences regarding the use of external, third-party, or proprietary datasets to enrich campaign analytics?

No, as long as no state or federal laws or regulations are violated.

11 Data & Analytics Architecture

Does the agency require real-time or near real-time analytics capabilities, or are batch-based reporting and

Periodic insights normally suffice.

Texas General Land Office and Veterans Land Board -7- RFP No. 7969-JW Addendum No. 2 periodic insights sufficient?

Data & Analytics Architecture

What level of granularity is expected in audience segmentation (e.g., geographic, behavioral, psychographic, micro-segmentation)?

Will be based on the campaign, but usually not down to micro-segmentation. Geographic and demographic are important.

Data & Analytics Architecture

Are there expectations for predictive analytics, forecasting, or scenario modeling beyond descriptive analytics?

Predictive analytics and forecasting would be nice, but not a dealbreaker.

14 Data & Analytics Architecture

Will the selected provider be expected to integrate with existing agency analytics tools or replace/augment current systems?

We would rely on the provider's analytics.

15 Campaign Intelligence & Performance

How are campaign success metrics currently defined, and are there baseline KPIs available for benchmarking

KPIs vary by campaign type. Success is defined by reaching an expected outcome.

Texas General Land Office and Veterans Land Board -8- RFP No. 7969-JW Addendum No. 2 performance improvements?

16 Campaign Intelligence & Performance

Does GLO/VLB have historical campaign performance data available for model training, benchmarking, or trend analysis?

No.

17 Campaign Intelligence & Performance

To what extent is the provider expected to influence or directly manage campaign strategy versus providing advisory analytics?

The provider will work with the Marketing team on campaign strategy.

18 Campaign Intelligence & Performance

Are there specific priority audiences (e.g., demographics, regions, veteran segments) that require deeper intelligence modeling?

Veteran and family member audiences are a priority with some deeper intelligence modeling.

This would be based on the individual campaign.

19 Campaign Intelligence & Performance

Are there specific data governance, privacy, or compliance frameworks that must be adhered to

Per Section 7.09 of the sample contract (Exhibit B) compliance with all applicable law is required. In addition the sample information security appendix (Exhibit B, Attachment D) outlines security and privacy requirements.

Texas General Land Office and Veterans Land Board -9- RFP No. 7969-JW Addendum No. 2 beyond general requirements?

20 Campaign Intelligence & Performance

Will the provider be required to store data within state-controlled environments, or can cloud-based external platforms be utilized?

Cloud-based is allowed.

21 Campaign Intelligence & Performance

What are the expectations regarding data ownership, reuse, and intellectual property for analytics models and datasets generated under this contract?

Anything generated/created under this contract will belong to GLO/VLB.

Reporting & Decision Support

Who are the primary stakeholders for reporting, and what level of decision support is expected?

The Director of VLB Marketing & Outreach, the Senior Director of GLO Communications, and VLB's Executive Secretary. Marketing Dir provides direct support.

Reporting & Decision Support

Are interactive dashboards and self-service analytics expected, or will static reporting suffice?

An interactive dashboard would be great, but not expected.

Texas General Land Office and Veterans Land Board -10- RFP No. 7969-JW Addendum No. 2

Reporting & Decision Support

Is there a preferred visualization or business intelligence tool environment, or can the provider deploy proprietary platforms?

Provider can deploy proprietary platforms.

25 Media Buying & Omnichannel Strategy

Will the selected provider have direct control over media buying budgets, or will this be managed by the agency or another contractor?

All budgets will be managed by the GLO/VLB.

26 Media Buying & Omnichannel Strategy

Are there existing media agency partners, and how will coordination between analytics and media execution be structured?

No existing media partners. The selected provider will be responsible for analytics and media execution with approval from VLB Marketing Director.

27 Media Buying & Omnichannel Strategy

Will cross-channel attribution modeling be required to measure campaign effectiveness across digital, SMS, email, and traditional media?

Some modeling will be required to ensure ad dollars are spent as efficiently and effectively as possible.

Texas General Land Office and Veterans Land Board -11- RFP No. 7969-JW Addendum No. 2

28 Subcontracting & VetHUB Participation

Are there specific VetHUB participation targets or percentage expectations beyond demonstrating a good-faith effort?

The VetHUB goal for this procurement is 1%.

Subcontracting & VetHUB

Can subcontractors be utilized for specialized capabilities such as media buying, creative services, or data collection?

Yes, subcontractors can be utilized for specialized services.

Are there preferred or pre-approved VetHUB vendors for this project that respondents should consider?

No, there are no preferred or pre-approved VetHUB vendors for this project that should be considered.

How will subcontractor performance be evaluated relative to the prime contractor?

The evaluation of subcontractors’ performance is the responsibility of the prime contractor. The awarded prime contractor is responsible for the performance of all contractual obligations and is not relieved of its obligations for any nonperformance by its subcontractors.

Contract Execution & Operations

What is the anticipated onboarding timeline and expected time to initial campaign deployment post-award?

Two weeks of onboarding and initial campaign within one month.

Texas General Land Office and Veterans Land Board -12- RFP No. 7969-JW Addendum No. 2

Will there be dedicated agency personnel assigned for data sharing, approvals, and collaboration?

Yes, the Director of VLB Marketing.

Are there expectations for on-site presence, or is the engagement fully remote?

Remote is acceptable. However, in-person meetings are appreciated when needed.

35 3.1

EVENT DATE/TIME

Issue Solicitation April 7, 2026 Deadline for Submitting Questions April 14, 2026 at 5:00 p.m. CT Anticipated Release Date of Answers to Questions April 21, 2026 Deadline for Submission of Solicitation Responses (including VetHUB Subcontracting Plan) May 7, 2026 at 2:00 p.m. CDT Evaluation Period May 8, 2026 to May 21, 2026 Contractor Selection and Notice of Award May 29, 2026 Contract Development, Negotiation, and Execution June 3, 2026 to June 24, 2026 Expected Execution of Contract July 1, Will the GLO and VLB consider provding an extension to the submission deadline?

The deadline will be extended per Addendum 1.

Texas General Land Office and Veterans Land Board -13- RFP No. 7969-JW Addendum No. 2

36 2.1.3 / 2.1.4

2.1.3 Campaign Optimization

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehensive reports, including insights, recommendations, and datadriven strategies.

How will the success of this engagement be measured (e.g., campaign performance metrics like reach, conversion, efficiency;

operational efficiency like speed-to-launch, cost reduction; or program outcomes like participation and uptake)?

Reach and conversion. And achieving the desired campaign outcome.

Texas General Land Office and Veterans Land Board -14- RFP No. 7969-JW Addendum No. 2

37 2.1.3 / 2.1.4

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehensive reports, including insights, recommendations, and datadriven strategies.

Are baseline metrics available for comparison to measure the impact of the services provided?

No.

Texas General Land Office and Veterans Land Board -15- RFP No. 7969-JW Addendum No. 2

38 2.1.3

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

When you refer to marketing operations, which of the following activities are explicitly in scope versus out of scope for this engagement:

Campaign planning and orchestration, Ongoing campaign execution (launch, pause, optimize), Performance reporting and insights, Media planning and buying, and Creative development?

Additionally, should we assume execution support only, or end-to-end ownership of campaigns?

What's in scope is listed in the RFP. The provider will create and execute the campaigns.

GLO/VLB owns all campaigns.

Texas General Land Office and Veterans Land Board -16- RFP No. 7969-JW Addendum No. 2

39 2.1.5

2.1.5 Media Placement

Purchases

• Place paid ads (ad buys) as needed for VLB programs, including its loan programs, Veterans Homes, and Veterans Cemeteries.

-Placement Options to be included but not limited to:

Over-the-top on streaming platforms, social media, Geofencing, Google search, native for websites, TV, radio, etc.

Do you expect the selected vendor to directly place and buy media, or to advise and support media buys executed by your existing agencies?

Vendor will directly buy and place media.

40 2.1.6

2.1.5 Media Placement

Purchases

• Place paid ads (ad buys) as needed for VLB programs, including its loan programs, Veterans Homes, and Veterans Cemeteries.

-Placement Options to be included but not limited to:

Over-the-top on streaming platforms, social media, Geofencing, Google search, native for websites, TV, radio, etc.

Regarding the specified placement options, the inclusion of over-the-top (OTT) streaming, television, and radio is noted.

Given that these channels traditionally fall under broadcast or digital media rather than social media, we kindly request clarification on whether they are

They are in scope.

Texas General Land Office and Veterans Land Board -17- RFP No. 7969-JW Addendum No. 2 explicitly in scope for this project.

41 2.1.5

2.1.5 Media Placement

Purchases

• Place paid ads (ad buys) as needed for VLB programs, including its loan programs, Veterans Homes, and Veterans Cemeteries.

-Placement Options to be included but not limited to:

Over-the-top on streaming platforms, social media, Geofencing, Google search, native for websites, TV, radio, etc.

Will media spend be managed as a pass-through through the prime vendor, or will it be paid directly by the State to media partners?

The vendor will pay for the media as part of the contract.

42 2.1.5

2.1.5 Media Placement

Purchases

• Place paid ads (ad buys) as needed for VLB programs, including its loan programs, Veterans Homes, and Veterans Cemeteries.

-Placement Options to be included but not limited to:

Over-the-top on streaming platforms, social media, Geofencing, Google search, native for websites, TV, radio, etc.

Is there an expected monthly or annual media spend range, even if directional, to help correctly size the support model?

No. Please provide what you are able to offer.

Texas General Land Office and Veterans Land Board -18- RFP No. 7969-JW Addendum No. 2

43 2.1.5

2.1.5 Media Placement

Purchases

• Place paid ads (ad buys) as needed for VLB programs, including its loan programs, Veterans Homes, and Veterans Cemeteries.

-Placement Options to be included but not limited to:

Over-the-top on streaming platforms, social media, Geofencing, Google search, native for websites, TV, radio, etc.

Are there preferred or incumbent media agencies that the selected vendor would be expected to work with?

Texas General Land Office and Veterans Land Board -19- RFP No. 7969-JW Addendum No. 2

44 2.1.3 / 2.1.4

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehe

Approximately how many active campaigns per month are anticipated, and how many channels per campaign (e.g., digital only vs.

mixed digital, out-of-home, radio, TV)?

Approximately two campaigns per month and mixed digital/social based on vendor's guidance for best options.

Texas General Land Office and Veterans Land Board -20- RFP No. 7969-JW Addendum No. 2

45 2.1.3 / 2.1.5

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehe

Does this include all services including media buying, strategy, data/analytics, optimization, etc?

Yes.

Texas General Land Office and Veterans Land Board -21- RFP No. 7969-JW Addendum No. 2

46 2.1.3

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

Are campaigns largely always-on with continuous optimization, or are they primarily short-cycle, burst campaigns tied to specific programs?

Tied to specific programs.

Texas General Land Office and Veterans Land Board -22- RFP No. 7969-JW Addendum No. 2

47 2.1.3

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

Are there specific seasonality spikes (e.g., related to lotteries, veteran land programs, or election-year constraints) that impact campaign volume or cadence?

Yes. Depends on the campaign.

48 2.1.2

2.1.2 Targeted Audience

Segmentation

• Develop a robust segmentation strategy based on the analysis of social media data.

• Identify and define distinct target audience segments to tailor VLB campaign messages and content effectively.

• Implement data-driven approaches to segment the audience, based on, but not

What level of segmentation maturity does the

TX GLO

currently have (e.g., basic demographic, behavioral, or program-based segmentation)?

Basic demographic.

Texas General Land Office and Veterans Land Board -23- RFP No. 7969-JW Addendum No. 2 limited to, demographics, interests, behaviors, and engagement patterns.

49 2.1.3

2.1.2 Targeted Audience

Segmentation

• Develop a robust segmentation strategy based on the analysis of social media data.

• Identify and define distinct target audience segments to tailor VLB campaign messages and content effectively.

• Implement data-driven approaches to segment the audience, based on, but not limited to, demographics, interests, behaviors, and engagement patterns.

What first-party data or audience segments are available?

VLB maintains its own internal database.

Vendor would also need to utilize external data.

Texas General Land Office and Veterans Land Board -24- RFP No. 7969-JW Addendum No. 2

50 2.1.2

2.1.2 Targeted Audience

Segmentation

• Develop a robust segmentation strategy based on the analysis of social media data.

• Identify and define distinct target audience segments to tailor VLB campaign messages and content effectively.

• Implement data-driven approaches to segment the audience, based on, but not limited to, demographics, interests, behaviors, and engagement patterns.

Are you open to advanced or non-traditional approaches for audience segmentation (e.g., modeled or synthetic audience techniques), or should we assume a more traditional model?

More traditional typically meets our needs. But we're open to ideas.

Texas General Land Office and Veterans Land Board -25- RFP No. 7969-JW Addendum No. 2

51 2.1.1

2.1.1 Data Collection and

Analysis

• Gather and aggregate social media data from various platforms, including, but not limited to, Facebook, X, Instagram, and LinkedIn.

• Conduct comprehensive analysis of the collected data to identify data points, such as, but not limited to, patterns, trends, and audience preferences.

• Utilize advanced analytics techniques, including, but not limited to, sentiment analysis, network analysis, and clustering, to extract meaningful insights.

What specific decisions do you expect analytics to drive (e.g., budget reallocation, channel optimization, messaging refinement)?

All three you listed: Budget, channel optimization and messaging.

52 2.1.4

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehensive reports, including insights, What is the expected reporting frequency (e.g., weekly, monthly) and for whom (e.g., operational teams vs.

executive leadership)?

Based on individual campaigns and could be weekly or every two weeks.

Texas General Land Office and Veterans Land Board -26- RFP No. 7969-JW Addendum No. 2 recommendations, and datadriven strategies.

53 5.2

Respondent must describe clearly, specifically, and as completely as possible, its proposed methodology and schedule for achieving the objectives and requirements of this Solicitation. Respondent should identify all tasks to be performed to be responsive to Article II, Scope of Work, including activities, materials, and other products, services, and reports to be generated during the contract period and relate them to the stated purposes and specifications described in this Solicitation.

What tools are currently used for campaign management, media execution, and performance tracking and reporting?

The vendor chosen will be responsible for this.

Texas General Land Office and Veterans Land Board -27- RFP No. 7969-JW Addendum No. 2

54 5.2

Respondent must describe clearly, specifically, and as completely as possible, its proposed methodology and schedule for achieving the objectives and requirements of this Solicitation. Respondent should identify all tasks to be performed to be responsive to Article II, Scope of Work, including activities, materials, and other products, services, and reports to be generated during the contract period and relate them to the stated purposes and specifications described in this Solicitation.

Are specific platforms such as Adobe, Salesforce, or custom state tools currently in use?

No.

55 5.2

Respondent must describe clearly, specifically, and as completely as possible, its proposed methodology and schedule for achieving the objectives and requirements of this Solicitation. Respondent should identify all tasks to be performed to be responsive to Article II, Scope of Work, including activities, materials, and other products, services, and

Will the vendor be expected to work exclusively within the existing technology stack, or will they be expected to recommend and configure improvements?

VLB is open to recommendations and potential improvements.

Texas General Land Office and Veterans Land Board -28- RFP No. 7969-JW Addendum No. 2 reports to be generated during the contract period and relate them to the stated purposes and specifications described in this Solicitation.

56 4.1.3

4.1.3 Selection Criteria

Solicitation Responses shall be consistently evaluated and scored in accordance with the following criteria:

4.1.3.1 Reasonableness of cost.

(40%);

4.1.3.2 Demonstrated relevant

experience, qualifications, and past performance of Respondent and proposed staff (20%);

4.1.3.3 Proposed methodology

and schedule (35%); and

4.1.3.4 Overall responsiveness, clarity, and organization of Solicitation Response (5%).

Are there specific evaluation criteria related to local presence or relationships, or government media experience, concerning subcontractors?

Texas General Land Office and Veterans Land Board -29- RFP No. 7969-JW Addendum No. 2

57 5.4

MAJOR SUBCONTRACTOR

INFORMATION

In addition to the requirements of Article II, Respondent must identify any major subcontractors whom Respondent intends to utilize in performing 15 percent or more of the duties and services included in this Solicitation and sample contract in Exhibit B Respondent must indicate whether or not Respondent holds any financial interest in any major subcontractor. It may be required as a condition of award that an authorized officer or agent of each proposed major subcontractor sign a statement to the effect that the subcontractor has read, and will agree to abide by, Respondent’s obligations under any contract awarded pursuant to this Solicitation.

Any major subcontractor the Respondent intends to utilize in performance of the work must also be included in the Respondent's VetHUB Subcontracting Plan. If a major subcontractor will not be utilized for this Project, so indicate in the appropriate section of the Solicitation Response.

Is there a preference for a single prime contractor with limited subcontractors, or for a prime contractor working with a specialist media buying partner?

There is no preference.

Texas General Land Office and Veterans Land Board -30- RFP No. 7969-JW Addendum No. 2

58 6.4

INFORMATION

In addition to the requirements of Article II, Respondent must identify any major subcontractors whom Respondent intends to utilize in performing 15 percent or more of the duties and services included in this Solicitation and sample contract in Exhibit B Respondent must indicate whether or not Respondent holds any financial interest in any major subcontractor. It may be required as a condition of award that an authorized officer or agent of each proposed major subcontractor sign a statement to the effect that the subcontractor has read, and will agree to abide by, Respondent’s obligations under any contract awarded pursuant to this Solicitation.

Any major subcontractor the Respondent intends to utilize in performance of the work must also be included in the Respondent's VetHUB Subcontracting Plan. If a major subcontractor will not be utilized for this Project, so indicate in the appropriate section of the Solicitation Response

Are we responsible for full media buying or just strategy/analytics?

Vendor is responsible for full media buying.

Texas General Land Office and Veterans Land Board -31- RFP No. 7969-JW Addendum No. 2

59 5.4

INFORMATION

In addition to the requirements of Article II, Respondent must identify any major subcontractors whom Respondent intends to utilize in performing 15 percent or more of the duties and services included in this Solicitation and sample contract in Exhibit B Respondent must indicate whether or not Respondent holds any financial interest in any major subcontractor. It may be required as a condition of award that an authorized officer or agent of each proposed major subcontractor sign a statement to the effect that the subcontractor has read, and will agree to abide by, Respondent’s obligations under any contract awarded pursuant to this Solicitation.

Any major subcontractor the Respondent intends to utilize in performance of the work must also be included in the Respondent's VetHUB Subcontracting Plan. If a major subcontractor will not be utilized for this Project, so indicate in the appropriate section of the Solicitation Response

Are there any constraints or approvals required around subcontractor selection post-award?

No, there are no constraints or approval required around the subcontractor selection post-award. Please note VetHUB-related requirements and items in this RFP.

Texas General Land Office and Veterans Land Board -32- RFP No. 7969-JW Addendum No. 2

60 N/A N/A

Is this effort currently being outsourced? If so, by whom?

This is a new contract.

61 2.1.1 / 2.1.4

2.1.1 Data Collection and

Analysis

• Gather and aggregate social media data from various platforms, including, but not limited to, Facebook, X, Instagram, and LinkedIn.

• Conduct comprehensive analysis of the collected data to identify data points, such as, but not limited to, patterns, trends, and audience preferences.

• Utilize advanced analytics techniques, including, but not limited to, sentiment analysis, network analysis, and clustering, to extract meaningful insights.

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehensive reports, including insights, recommendations, and datadriven strategies.

How much historical campaign and program data is available for reporting and trend analysis, and at what level of granularity?

These will be new campaigns with some overview of previous campaigns. No data available.

Texas General Land Office and Veterans Land Board -33- RFP No. 7969-JW Addendum No. 2

62 2.1.1

Analysis

• Gather and aggregate social media data from various platforms, including, but not limited to, Facebook, X, Instagram, and LinkedIn.

• Conduct comprehensive analysis of the collected data to identify data points, such as, but not limited to, patterns, trends, and audience preferences.

• Utilize advanced analytics techniques, including, but not limited to, sentiment analysis, network analysis, and clustering, to extract meaningful insights.

Does the state want this analytics platform within the department environment or can the data be hosted in a vendor environment with access?

This depends on the actual data. May be able to host in a vendor environment, pending any information security concerns.

Texas General Land Office and Veterans Land Board -34- RFP No. 7969-JW Addendum No. 2

63 2.1.2 / 2.1.3

Segmentation

• Develop a robust segmentation strategy based on the analysis of social media data.

• Identify and define distinct target audience segments to tailor VLB campaign messages and content effectively.

• Implement data-driven approaches to segment the audience, based on, but not limited to, demographics, interests, behaviors, and engagement patterns.

2.1.3 Campaign Optimization

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates

What does your current campaign strategy and execution process look like today?

Has it been formally defined or codified in any way?

We will rely on the vendor's expertise.

Texas General Land Office and Veterans Land Board -35- RFP No. 7969-JW Addendum No. 2

64 2.1.3

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

How do you approach testing and optimization across campaigns (e.g., A/B or multivariate testing), and what insights or data sources are used to inform ongoing optimization decisions?

A/B testing is encouraged. Insights will come from vendor.

Texas General Land Office and Veterans Land Board -36- RFP No. 7969-JW Addendum No. 2

65 2.1.1 / 2.1.4

Analysis

• Gather and aggregate social media data from various platforms, including, but not limited to, Facebook, X, Instagram, and LinkedIn.

• Conduct comprehensive analysis of the collected data to identify data points, such as, but not limited to, patterns, trends, and audience preferences.

• Utilize advanced analytics techniques, including, but not limited to, sentiment analysis, network analysis, and clustering, to extract meaningful insights.

2.1.4 Reporting and Evaluation

• Develop customized reports and dashboards that track and visualize key performance metrics and agency campaign outcomes.

• Regularly evaluate the effectiveness of VLB social media campaigns against predefined key performance indicators.

• Present comprehensive reports, including insights, recommendations, and datadriven strategies.

Who currently owns analytics and reporting across marketing and program teams?

The GLO Communications division oversees the VLB Marketing division.

Texas General Land Office and Veterans Land Board -37- RFP No. 7969-JW Addendum No. 2

66 2.1.2

Segmentation

• Develop a robust segmentation strategy based on the analysis of social media data.

• Identify and define distinct target audience segments to tailor VLB campaign messages and content effectively.

• Implement data-driven approaches to segment the audience, based on, but not limited to, demographics, interests, behaviors, and engagement patterns.

What information do you currently have that helps you distinguish between different segments within the Texas veteran and military population—for example by life stage, geography, service type, or benefit eligibility—and where do you feel that view is strongest or weakest today?

We have internal data gathered over the years that covers various segments within the Veteran population.

Texas General Land Office and Veterans Land Board -38- RFP No. 7969-JW Addendum No. 2

67 2.1.3

• Collaborate with GLO/VLB Marketing and Outreach to define agency campaign goals, objectives, and key performance indicators.

• Provide recommendations on agency campaign optimization, including content strategy, ad targeting, and scheduling.

• Continuously monitor agency campaign performance, identify areas for improvement, and suggest actionable insights to maximize engagement and conversion rates.

How do you currently balance using internal program data versus platform or third-party insights when planning outreach?

We utilize internal data. Vendor will provide third-party insights.

68 Exhibit E

Exhibit E shows 5 years of monthly fees but provides no guidance on expected budget range.

Does GLO/VLB have a budget range or not-to-exceed amount for the annual service fees (excluding media spend)?

We are not disclosing the budget at this time.

69 Exhibit E / 2.1.6

Exhibit E suggests fixed monthly fees, but Section 2.1.6 mentions variable volume of work each month. Clarification needed on preferred pricing approach.

Should pricing be structured as fixed monthly fees regardless of volume, or would GLO/VLB prefer

Please refer to Pg. 108 Exhibit E.

Texas General Land Office and Veterans Land Board -39- RFP No. 7969-JW Addendum No. 2 variable pricing based on actual services delivered?

70 Attachment D Section 2.7

Any GLO Data maintained or stored by Provider or any subcontract must be stored on servers or other hardware located within the physical borders of the United States and shall not be accessed outside of the United States.

Are there any restrictions on using offshore resources for service delivery?

No as long as they do not violate state or federal laws or regulations.

71 Exhibit E Exhibit E only shows monthly service fees and ad buys.

Beyond monthly service fees and media spend, what other cost components should be included in the proposal (e.g., setup/implementat ion fees, training costs, licensing fees, transition costs)?

Any costs associated with the proposal should be submitted.

72 Exhibit E N/A

Are annual price escalations permitted over the 5-year term, and if so, what index or percentage is acceptable?

Price escalations are not permitted.

Texas General Land Office and Veterans Land Board -40- RFP No. 7969-JW Addendum No. 2

In the submission of the Solicitation Response, the Respondent shall acknowledge receipt of this addendum; otherwise, the Solicitation Response may not be given consideration. The Respondent shall acknowledge receipt by returning a signed copy of this notice with the Solicitation Response.

RFP No. 7969-JW

Social & Digital Media Data Analytics Services

Addendum No. 2

Respondent Name: ____________________________________________________________

Mailing Address: ____________________________________________________________

Email: ____________________________________________________________

Signature: ____________________________________________________________

THIS HEREBY COMPLETES ADDENDUM NO. 2.