ESBD_516500_1780080947036_Answers to Vendor Questions.pdf

Below are the answers to the questions that have been asked regarding the Request For Proposal Digital Marketing Services (403-2026-1801-003).

1. Does the proposal have a page limit, preferred format, or required file naming convention?

There is no preferred page limit, format, or file naming convention.

2. The RFP caps the total contract at $51,000 and requires separation of agency fees from paid media spend. Does TVC have a preferred or expected split between paid media and agency or management fees, or should vendors recommend the allocation?

TVC expects vendors to propose their own allocation between agency fees and media spend. We prefer a majority of the budget to be allocated to paid media. In order, TVC would identify priority ranking by, Claims Department, Mental Health, Veterans 55+, Keyword Search. We do not have a required budget allocation by campaign.

3. The scope references paid digital advertising, OTT, connected TV, search, display, video, and social media. Are any channels mandatory, or may the vendor recommend the channel mix based on expected performance within the available budget?

Paid advertising on Facebook, Instagram, and Google is mandatory. The vendor may recommend a channel mix as they see fit.

4. RFP says TVC will design creative products but also states that materials or campaign treatments produced by the awarded vendor become TVC property. Is TVC anticipating creative development as an additional part of the scope? If so, how does this impact budget?

TVC has no anticipated creative development from the vendor. The vendor’s expectation is to manage the tasks outlined in the RFP scope of work.

5. How does TVC define a “lead” for this contract? For example, is a lead a form submission, phone call, landing page click, email click, downloaded resource, appointment request, or other conversion action?

A successful “lead” or “conversion” is defined in the RFP citing 2025’s overall metrics.

This would be overall engagement on social media paid ads, reach, impressions, and link clicks TVC’s website).

6. The RFP asks vendors to focus on “high-quality leads” aligned with TVC service volume and program capacity. What criteria will TVC use to determine lead quality, and will TVC provide back-end conversion or intake data to help optimize campaigns?

A successful “lead” or “conversion” is defined in the RFP citing 2025’s overall metrics.

This would be overall engagement on social media paid ads, reach, impressions, and link clicks (to the TVC website). This would define a quality “lead” for us. We will not provide back-end intake data.

7. The RFP provides 2025 paid media benchmarks of 197.7K engagements, 972.4K reach, and 2.4M impressions. Can TVC provide the underlying 2025 media spend, channel mix, campaign dates, platforms used, and performance by platform so vendors can propose a realistic strategy to exceed those benchmarks?

TVC’s overall 2025 paid media spend was $9.1K. Facebook and Instagram received $6.1K budget allocation for 7 campaigns running from June 2025 to December 2025. Content was a mix of motion graphics and two videos. The remaining $3K was allocated to Google Ads running at various times throughout June 2025 and December 2025.

8. Will TVC provide existing landing pages for each campaign, and will the vendor have access to install or manage tracking pixels, conversion tags, UTM structures, Google Analytics events, or other measurement tools?

TVC will not create an existing landing page for each campaign. If a new one is needed, the vendor will create them. We would encourage our audience to visit our current TVC webpages. Yes, the vendor will have existing website access for necessary tracking tools.

A successful “lead” or “conversion” is defined in the RFP citing 2025’s overall metrics.

This would be overall engagement on social media paid ads, reach, impressions, and link clicks (to the TVC website). This would define a quality “lead” for us. We will not provide back-end intake data.

9. Of the identified campaigns (General Awareness, Mental Health/Suicide Prevention, Grants Across Texas, Veterans 55+, Claims Department, Google Keyword Search Ads), does TVC have a priority ranking or required budget allocation by campaign?

In order, TVC would identify priority ranking by, Claims Department, Mental Health, Veterans 55+, Keyword Search. We do not have a required budget allocation by campaign.

10. Are there any platforms TVC prohibit or prefer? Is OTT/CTV expected to be included despite the potential budget constraints, or is it optional?

Facebook, Instagram, and Google advertising are preferred and expected components of the campaign strategy. Vendors may also propose OTT/CTV solutions if those channels are within the available budget. Tik Tok is prohibited.

11. Will TVC provide awarded vendor access to website analytics, CRM/intake data, call tracking, or form submission data necessary to measure conversions and cost per lead.

TVC is unable to allow access to CRM/intake call tracking and form submission. Website analytics access will be granted. A successful “lead” or “conversion” is defined in the RFP citing 2025’s overall metrics. This would be overall engagement on social media paid ads, reach, impressions, and link clicks (to the TVC website). This would define a quality “lead” for us. We will not provide back-end intake data.

12. Vendor Eligibility – Can you confirm whether out-of-state vendors are fully eligible to respond, provided they comply with Texas statutory requirements and affirmations listed in Attachment I?

Yes. Out-of-state vendors are eligible to respond provided they comply with all applicable Texas statutory requirements, affirmations, and terms and conditions outlined in the solicitation."

13. Physical Presence – Does this contract require any onsite work or in-person meetings in Texas, or can all services (planning, reporting, campaign management) be delivered remotely with virtual coordination?

It can be delivered remotely with virtual coordination.

14. Compliance Certifications – The Terms & Conditions list multiple statutory affirmations (non-discrimination, accessibility WCAG, E-Verify, boycott restrictions, cybersecurity training, etc.). Can you confirm that vendors only need to certify compliance within the proposal, rather than submitting separate forms or certificates? No certification is required, however all vendors doing business with the Texas Veterans Commission are expected to be in compliance with terms and conditions that was originally posted with the RFP. (attachment 2)

a. https://www.txsmartbuy.gov/esbd/403-2026-1801-003 https://www.txsmartbuy.gov/esbd/403-2026-1801-003

15. Creative Assets – The RFP notes that TVC will provide creative products (videos, graphics, motion ads). Will vendors be expected to produce any new creative content, or strictly manage placement, optimization, and reporting?

TVC has no anticipated creative development from the vendor. The vendor’s expectation is to manage the tasks outlined in the RFP scope of work.

16. Performance Benchmarks – The RFP references 2025 benchmarks (197.7K engagements, 972.4K reach, 2.4M impressions). Should vendors propose strategies to exceed these metrics, or will success be measured against maintaining them?

Vendors should propose strategies to exceed these metrics.

17. Budget Clarification – The RFP specifies a not-to-exceed contract value of $51,000.

Within that cap, does TVC expect vendors to propose their own allocation between agency fees and media spend, or is there a preferred distribution guideline?

TVC expects vendors to propose their own allocation between agency fees and media spend. We prefer a majority of the budget to be allocated to paid media. In order, TVC would identify priority ranking by, Claims Department, Mental Health, Veterans 55+, Keyword Search. We do not have a required budget allocation by campaign.