FAQs_CV24-122.pdf

GO-Serve / California Volunteers California Service Corps Marketing Request for Proposals #CV24-122

FAQs for Request for Proposal #CV24-122

Webinar Recording from January 8, 2025

Contractor Eligibility and Qualifications

1. Are you looking to select multiple primes?

Response: No; only one Prime will be selected for this solicitation.

2. May a firm submit one proposal as the prime bidder and participate in a second proposal as a subcontractor?

a. Can a vendor simultaneously serve as a prime contractor in one entry and as a subcontractor in another entry? Would such an action lower the chances that their bid wins?

Response: Yes, as long as the scope of work you are responsible for is different in each proposal.

3. Proof of minimum qualifications is listed both under the phase 2 minimum qualification section as well as under the phase 3 tech eval section.

Should we include the same info twice or is different info required for phase 2 and phase 3 to show proof of minimum qualifications?

Response: The same information will suffice for both sections.

4. Please confirm if references should be within the last 3 or 5 years.

a. “References must be clients for whom the Proposer has performed relevant work of similar size and scope within the last three (5) years.” Is it within the last three or 5 years?

Response: Thank you for identifying that error in our template - the reference should be from relevant work performed within the last five (5) years.

5. How much of the work must be performed by the prime contractor?

Response: The prime must handle at least 49% of the work.

https://californiavolunteers.box.com/s/ve5e6vra4zv2j1ia5g6dwoyhrv65rn7z

Subcontractors

6. Could you clarify: Any subcontractor that the proposer chooses to use in fulfilling the requirements of the solicitation must also meet all the requirements. Could you please elaborate what all the requisites are specifically that a subcontractor needs to fulfill? For example, do subcontractors need to provide references in addition to the prime bidder’s references?

a. Do subcontractors need to show proof that all minimum qualifications have been met independently of the prime bidder?

Meaning, should the proposer submit individual tables showing how minimum qualifications are being met for the prime bidder and subcontractor?

Response: Subcontractors can be used to meet minimum qualifications that the Prime does not meet; subcontractors must show proof that they meet said minimum qualifications, but subcontractors are not expected to independently meet all minimum qualifications. Attachment 7 - Proposer Reference Form is mandatory for the Prime, subcontractors may elect to provide references that speak to the minimum qualifications they meet.

7. RFP states: “Proposer may not substitute more than 49% of the work to subcontractors.” Does the 49% apply to budget, hours, or tasks/deliverables?

Response: This applies to everything in your cost sheet. Any costs belonging to the subcontractor(s) must not exceed 49% of your total budget. The Cost by Task worksheet dollar amount should match your rates in the General Cost summary worksheet.

SB/DVBE

8. Will Go-Serve approve/consider a proposal with the inclusion of a DVBE subcontractor who is in the process of recertification? The DVBE in question paused State contract procurement due to the Pandemic response and lack of mandatory DVBE inclusion on state contracts from 2020-2024. If not, what is the process of adding the DVBE subcontractor to the contract if awarded?

Response: We highly recommend a DVBE subcontractor to be certified before a proposal is submitted. Failure to not be DVBE certified shall result in failing a CUF form which is checked by a buyer during the administrative review. The prime is responsible for reporting what is paid out to the DVBE subcontractor via the STD 817 form. This form is mandatory to submit upon completion of the contract.

The DVBE subcontractor(s) must be announced in your Bidder Declaration form and what is their role. You cannot add a DVBE subcontractor(s) after submitting your proposal. If you, as a prime, is a DVBE, then this does not apply of meeting the minimum 3% DVBE since you’re a DVBE.

9. If we are registered as a CA Small Business, does our participation as the prime contractor satisfy the 25% SB participation goal?

Response: Yes. If you, as a prime, are a registered CA Small Business, then by default you meet this requirement.

Administrative

1. Is there an incumbent contractor currently performing similar services? If so, who is the incumbent, and how long have they held the contract?

o Can you provide the name of media firm you contracted with for #CFA College Corps.

o Is the scope of work outlined in this RFP an extension or expansion of an existing contract, or is this a new initiative?

Response: This is a new initiative and there is not an incumbent agency supporting the California Service Corps; however, we did contract with Mozaic Media and Communications to help design and launch the #CaliforniansForAll College Corps brand in support of member recruitment and enrollment. That contract began in March 2022 and will finish in May 2025.

2. Has similar work been issued by GO-Serve or the California Service Corps in the past? If so, could you provide details about prior campaigns, including key objectives, deliverables, and outcomes?

Response: Both the California Service Corps and GO-Serve are nascent entities, and this is the first marketing RFP we have released. There was a marketing campaign to support College Corps awareness and recruitment. The goals, scope of work, and deliverables differ substantially from this proposal, but KPIs specific to paid media will be similar.

3. Is the letter of commitment mandatory or optional to submit? The letter of comm is mentioned in Attachment 1 - Proposal Requirement Checklist but is not listed in the key dates.

o Can the Letter of Commitment be included as part of the proposal submission due on January 31, or must it be submitted prior? If it is required earlier, could you confirm the specific deadline, as it is not mentioned in the Key Dates Table?

o Can you confirm the letter of commitment is optional to submit? The letter of commitment is mentioned in attachment 1, proposal requirement checklist, but it is not listed in the Key Dates Table of the RFP solicitation.

Response: A letter of commitment is not required for this solicitation, but you may include it with your proposal submission.

4. Can California Volunteers employees serve as references?

o We recently completed a project with California Volunteers, may we submit a reference from California Volunteers for this RFP solicitation?

Response: If you have worked with California Volunteers staff under a different contract, they can verify the work completed as part of that contract, but they cannot serve as a reference.

5. May bidders substitute their own titles on Attachment 5 Cost Worksheet on the General Cost Summary page or are bidders required to utilize the titles already listed on that tab of the form?

Response: Bidders should use their own job titles.

6. Can you clarify the difference between schedule of deliverables and due dates within the proposal itself?

o Clarify the differences between the due dates and schedule?

Response: The "proposed timeline" that begins on page 8 of Attachment 3 was included to give proposers a broad sense of the timeline for milestones and deliverables within this contract, however dates may shift depending on the campaign strategy. Due dates listed within the proposal itself generally refer to contract start date (March 24) and end date (June 1), with a suggested launch of any paid media beginning in November 2025. Generally, Contractors use the final month of the contract (May 2025) period to evaluate work performed and finish any reporting or asset transfer.

7. For the minimum qualification of “at least three (3) years of direct experience developing and implementing a campaign with a budget of at least $2,000,000”, does this only apply to a single campaign, or would contracts for one client or organization, that include multiple campaigns or initiatives, be acceptable?

Response: We are looking for an agency with experience developing and implementing a single campaign with a budget of at least $2,000,000.

Proposal Formatting (File Types, Attachments, Font, Size, and Style)

1. Are proposals submitted in Google Docs exported to .docx format acceptable, or is only Microsoft Word specifically required?

Response: As long as the files are accessible (able to be opened) with Microsoft Word or Adobe, you may use whichever program you prefer.

2. As this is an electronic response, may we hyperlink to external documents that help illustrate elements of our agency’s experience or parts of the workplan?

Response: Yes, as long as the links are accessible to the panelists reviewing and scoring the RFPs.

3. Do already written and formatted, placed documents like resumes and work example case studies have to be in 12pt font and Arial, Calibri, or Times?

Response: Attachments or documents that have been formatted (and are not currently 12 pt Arial, Calibri, or Times) are acceptable as long as the text is legible.

4. Do all forms and/or tables have to be in 12pt font?

a. The header may overlap text and content on some forms and attachments, which would require scaling down the form. This would potentially shrink the font size to less than 12pt. Do forms and attachments require the header

Response: Other font sizes are acceptable as long as the text is legible, and it is clear to the panelists which forms and attachments they are reviewing.

Programmatic

1. Could you confirm the target audiences for the four paid service programs? It seems that the only program with an age limit is the Youth Service Corps, while the other three do not have a maximum age limit.

Response: That is correct; Youth Service Corps was designed for individuals 16-30 years old. California Climate Action Corps and AmeriCorps require participants to be 18 years of age or older when they begin service but there is no upper age limit. There are no age restrictions for College Corps as long as the fellow is enrolled full-time at a participating institution and meets other eligibility requirements.

2. Are you able to provide any demographic or geographic information about the target audience? This will help us identify local community leaders we can partner with to promote enrollment.

Response: The California Service Corps consists of four paid service programs that operate throughout the state; eligibility varies by program, but there are generally around 10,000 service members each year. The goal of this campaign is to reach prospective service members and their trusted messengers (parents, mentors, friends, academic advisors, coaches, etc.). Because the audience is so broad, California Volunteers will work with the Contractor to finalize priority geographies and demographics, but supporting strong recruitment and enrollment for College Corps will be vital. To get a better sense of program participants, Proposers should review California Volunteers website and social media channels.

3. Can you provide an overview of current participants in the 4 California Volunteers (CV) programs including diversity, regionality, etc.?

Response: There are around 10,000 active California Service Corps members each year. There are roughly 3,500 College Corps fellows at colleges and universities across the state, 400 California Climate Action Corps fellows serving with organizations across the state, Youth Service Corps and AmeriCorps California comprise the rest. More information about AmeriCorps California programs can be found by looking through available opportunities.

4. What are the application deadlines for each program?

Response: Application deadlines range by program. Generally, applications for College Corps close in June, applications for California Climate Action Corps close in July/August, and applications for AmeriCorps California and Youth Service Corps are accepted on a continuous basis. California Volunteers targeted recruitment effort runs from March through June.

5. If awarded the contract, will there be an opportunity to connect with program directors and learn more about their services? We'd also love to meet graduates from these programs and collaborate with them to share their success stories.

Response: Potentially, depending on the scope of the proposal.

Scope of Work

1. What are the priority geographic areas for paid media?

a. Are there priority geographic areas for paid media?

b. Are there priority geographic areas?

c. Are we to assume that the campaign will include all California counties, or will there be priority areas of the state where we need https://www.californiavolunteers.ca.gov/californiansforall-college-corps-for-college-students/ https://www.californiavolunteers.ca.gov/california-climate-action-corps-fellowship-projects/ https://www.californiavolunteers.ca.gov/california-climate-action-corps-fellowship-projects/ https://www.californiavolunteers.ca.gov/california-americorps-programs/ to concentrate efforts? If we are to priorities some areas over others, can you share a list of zip codes?

Response: The goal of this campaign is to support California Service Corps recruitment and enrollment across state. Programs concentrated in some counties (Bay Area, Los Angeles) are harder to fill due to high cost of living and in others due to lack of consistent transportation (Far North). Bidders can get a sense of where programs operate by reviewing the California Volunteers website, but California Volunteers will work with the Contractor to finalize target geographies that maximize available budget.

2. Are there specific demographics you want contractor to prioritize?

Response: Not exclusively, however College Corps is open to eligible AB 540 CA Dream Act students which can be a hard-to-reach audience.

3. Is there a priority program or initiative that we should focus on?

a. Of the four different service programs is the priority of awareness equal across all four or weighted for specific programs?

Response: Strong recruitment and enrollment for College Corps is a priority to ensure long-term sustainability of the program, however we want to elevate the brand of California Service Corps to support recruitment across programs. Additional campaign focus will be driven by program performance.

4. Are we required to include creative concepts with our submission?

a. Does the RFP require campaign creative concepts to be submitted?

Response: Speculative work is not required for this proposal, but we encourage you to include relevant creative from past work as a sample.

5. Can you confirm the preferred website URL that will be used for this campaign?

Response: The California Service Corps page (https://www.californiavolunteers.ca.gov/california-service-corps/) currently includes brief information about each program as well as interest forms and social media toolkits. For public promotion, we use the vanity URL: CAServiceCorps.com.

6. The deliverables under task 7 mention website analytics. Will we also need to create any new content/pages for existing websites or create a new campaign website?

a. Is OPR/California Volunteers open to making edits to the California Service Corps webpage?

Response: No; The Contractor will not need to create new webpages but may suggest content edits to existing pages or the creation and/or expansion of existing pages (to be executed by California Volunteers' webmaster). A new campaign website is not needed. The Contractor will have access to California Volunteers' Google Analytics account and will be asked to develop a template to monitor ongoing web traffic.

7. Regarding social media deliverables: Is the proposer required to create social media assets for both organic and paid social media?

a. Are there elements of task 6 that will be on-going throughout the contract?

Response: Yes; messaging and assets used for paid social as part of the campaign may be promoted organically through California Volunteers channels, and supplementary assets may be used by California Volunteers and/or other partners to support recruitment.

8. Are there existing brand guidelines/standards for California Service Corps, #CaliforniansForAll College Corps, California Climate Action Corps, #CaliforniansForAll Youth Jobs Corps, and/or AmeriCorps California?

Response: There are existing brand guidelines for College Corps and Youth Service Corps; AmeriCorps California adheres to AmeriCorps (national) brand guidelines. California Climate Action Corps does not have brand guidelines, nor does the California Service Corps.

9. Are all campaigns to be branded as the California Volunteers (CV) brand or is it preferred to include components that target the four individual paid service programs separately?

Response: This will depend on the campaign strategy, however there may be benefits to including brand components from each of the four service programs under the umbrella term California Service Corps rather than leveraging the California Volunteers’ brand.

10. Should we refer to the organization as California Service Corps, in alignment with the project name, or should we use GO-Serve or CA Volunteers instead?

a. Do you expect to use the GO-Serve name in your messaging? We are aware that another organization is currently using this name and has purchased Google advertising for it. Please let us know if there are any concerns or conflicts related to this.

Response: This project will focus on building greater awareness of the California Service Corps. The California Service Corps refers to the four paid service programs administered by California Volunteers, a branch of the newly formed Governor's Office of Community Service and Engagement (GO-Serve). We do not currently plan to use GO-Serve in campaign messaging.

11. Is Climate Action Counts part of the larger California Service Corps awareness strategy?

Response: Climate Action Counts is a separate initiative that is not currently part of the California Service Corps.

12. What is the anticipated duration of campaign?

a. We note you have work commencing on March 24, 2025 and advertising ready to begin by November 23, 2025, which is approximately 7 months. So there are 7 months of planning and development before launching the campaign. Is this correct? The campaign would run from November 2025 to May 1, 2026. Please confirm.

b. What is the anticipated duration of the campaign, and are there any key milestones or phases? (i.e. in market by end of June)

c. What is the expected length of the contract?

d. How can our timeline differ from the one they provided or is it written in stone?

Response: Target dates were set to give the Proposer a general frame of reference in suggesting campaign activities. Recruitment season for California Service Corps generally runs from March through June; given the timing of this solicitation, the Contractor should be prepared to begin paid media as early as November 2025 to seed interest among potential applicants but may recommend a later start depending on campaign strategy. Keep in mind the Contract term ends June 1, and the final month is often reserved for campaign evaluation.

13. Can we propose ideas that fall outside traditional marketing platforms?

a. Is there a desire for other tactics besides traditional advertising/marketing - for example - grassroots outreach?

Response: Yes; you may propose other methods for generating brand awareness to support program recruitment.

14. Any priority channels to think about?

Response: The campaign should prioritize whichever channels are relevant to target audience (prospective members and trusted messengers) and cost effective.

15. What level of celebrity are you looking for?

Response: California Volunteers is flexible, as long as there is evidence to indicate that the celebrity/creators proposed are influential among the target audience (prospective members and their trusted messengers).

16. Could you talk about the creative tone and execution?

Response: California Volunteers wants to appeal to a younger audience and position paid-service programs as a prestigious opportunity, similar to other competitive internship and fellowship programs.

17. Are you looking for research and assets in languages other than English and Spanish? If you would like campaign assets in multiple languages, do you currently have resources for those audiences?

a. The RFP mentions “diverse audiences in multiple languages,” but also mentions a campaign in English and Spanish. Please advise.

b. What percentage of each (or entire) program’s target audience is English or Spanish-speaking?

Response: While all California Service Corps members speak English, some current members, prospective members, and their trusted messengers speak additional languages. There may be opportunities to produce content in those languages, however the Contractor is only expected to produce deliverables in English, with some relevant assets translated to

Spanish. California Volunteers currently has recruitment materials in English and Spanish.

18. What current data is available to establish baselines and goals for campaign reach, impressions, etc.?

Response: The Contractor will have access to historical recruitment data across programs, as well as web and social media analytics, and other information from past marketing campaigns as relevant.

19. Do you currently have any existing data on awareness of the CA Service Corps? And is there any data on the attitudes and behaviors of young adults in CA related to community service and volunteering?

a. Will any materials, research, or resources from previous campaigns (if applicable) be made available to the selected contractor?

b. What audience research have you already conducted? If you have already conducted audience research, will you share the results with us so we can assess how much formative research might be needed to inform the strategy? We note that formative research is not included in the Scope, but we generally recommend some level of research to confirm audience attitudes and behaviors.

Response: California Volunteers has not conducted any research on California Service Corps brand awareness. We have conducted research on attitudes towards service and have data and resources from previous campaigns that can be shared with the Contractor as appropriate.

20. The RFP mentions “diverse audiences,” “target audiences,” “recruitment audiences,” and “intended audiences.” Does OPR/California Volunteers have specific data on these audiences to guide our response, or should the proposer use publicly available knowledge to develop our response?

Response: California Volunteers has some demographic data about our service members that can be shared with the Contractor as appropriate.

Eligibility varies by program, and as such the prospective members and their trusted messengers will vary. Publicly available data should be used to develop the Proposer's response and may be useful in further developing the campaign strategy if selected.

21. To best target areas with low recruitment what sort of data will be available to drive geographical adjustments?

Response: The Contractor will have access to service locations and historical recruitment data (application, enrollment, and retention numbers). Other information may be available depending on needs identified by the Contractor.

22. For concept testing, would you be able to provide a cohort of audience members for us to test with? Do you have any existing audience panel in place?

Response: California Volunteers does not have an existing audience panel in place; depending on the research plan, California Volunteers can assist in soliciting California Service Corps members and/or alumni to participate.

23. What are the objectives of the paid ads? For example, website visits, sign ups, etc.?

Response: The broad goal of this campaign is brand awareness; California Volunteers and the Contractor will determine reasonable KPIs that measure progress towards this goal, including web traffic and number of individuals who submit an interest form via the California Volunteers website.

Budget

1. This is a low-cost bid. But there is a budget evaluation. What role will cost play in the evaluation?

a. Could you please clarify whether this RFP prioritizes a low-cost bid?

In Attachment 2, under Phase 4 of the cost evaluation, it states that maximum points will be awarded to the lowest-cost bid. However, in the same attachment under Section F, it indicates that the secondary method is being used, which prioritizes the highest-scored, qualified, responsible proposer. Could you confirm which criteria take precedence?

Response: This solicitation is an RFP Secondary. The budget evaluation is based on a fixed-cost formula. The lowest bidder will get the most points. If you submit a proposal with the highest cost bid, you likely won't get the highest points. The technical score is weighed against the cost score and any other incentives/preferences.

2. Deliverable #2 under Task 1: Strategy Development and Project Management does not have a task associated with it on the cost worksheet. Where should the time and cost associated with deliverable #2 be included in the cost worksheet?

Response: The cost worksheet (Attachment 5) is a standard template; you can add additional rows to be responsive to all tasks and deliverables listed within the Scope of Work.

3. Please confirm that the cost sheet needs to include a set aside for celebrity/influencer contracts. Final costs will be determined once those individuals have been identified and approved by the program staff.

a. Should payment for celebrities be included in the budget?

Response: Yes. All costs associated with the project should be reflected on cost sheet.

4. Please advise if printing and shipping costs should be included in our budget, and if possible, provide an estimate of how many statewide locations are expected to receive items.

Response: Printing and shipping costs should be included in the budget, depending on what the proposer includes in their response. California Volunteers office in Sacramento will be the primary location for material delivery; other locations will depend on campaign strategy.

5. There are certain expenses, such as the cost of focus groups, that are fixed costs for the service as opposed to hourly. Would it be okay to add these into the general cost summary tab in the cost worksheet? Can you please provide guidance on this.

Response: Yes, you can add these expenses to the general cost summary tab.

6. Will monthly or quarterly media prebills be allowed, or will agencies be paid in arrears after media has run and been reconciled? If the latter, will the state sign a letter of guarantee?

Response: The State of California does not pre-pay for any expenses. We process invoice payments after services or goods are rendered to the state. The frequency of when to submit invoices for payment is up to the discretion of the Contract Manager overseeing this agreement. The State pays out only according to what is in the cost exhibit in the awarded agreement. Your invoice must reflect what is in the cost sheet.

7. What are the terms for the payment period? Net 30?

Response: It is Net 45. All California State agencies follows the Prompt Payment Act when it comes to payment processing.

8. Please confirm that the 3% for DVBE excludes budget set aside for paid media, celebrity/influencer payments and creative production. Therefore, the 3% would apply to all consulting hours billed to the project.

Response: Yes, you can do that.

https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Late-Payment-Penalty-Paid-Reports https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Late-Payment-Penalty-Paid-Reports