HOPE06-25_-_FINAL_RFP_(03-10-26).pdf

California Hope, Opportunity, Perseverance, and Empowerment (HOPE) for Children Trust Account Program Board

Request for Proposals No. HOPE06-25

Marketing and Outreach Services

NOTICE TO PROSPECTIVE PROPOSERS

March 10, 2026

You are invited to review and respond to this Request for Proposals (RFP) No. HOPE06-25 for marketing and outreach services.

Proposals for these services must comply with the instructions included in this RFP. The RFP includes the Sample Standard Agreement the selected firm will be expected to execute. The agreement that will be entered into with the State of California (“State”) will include by reference the General Terms and Conditions and Contractor Certification Clauses which may be viewed and downloaded online at https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of- Legal-Services-Resources-List-Folder/Standard-Contract-Language. The General Terms and Conditions and all Exhibits that are a part of the Sample Standard Agreement are not negotiable. By submitting a proposal, your firm agrees to the terms and conditions stated in this RFP.

All responses to this RFP must be submitted in hard copy and received by California Hope, Opportunity, Perseverance, and Empowerment (HOPE) for Children Trust Account Program Board no later than 4:00 p.m. Pacific Time (PT) on April 6, 2026. Email or faxed submissions will not be accepted. All proposals must be delivered to:

California HOPE for Children Trust Account Program Board Attention: Michael Gillis

915 Capitol Mall, Suite 170 Sacramento, California 95814

In the opinion of HOPE, this RFP is complete and without need of explanation. However, if you have questions, or should you need any clarifying information, contact Michael Gillis by email at hopeforchildren@treasurer.ca.gov. Please note that no verbal information given will be binding upon the State unless such information is issued in writing as an official addendum.

The State of California will not contract or otherwise do business with publicly-held U.S.

expatriate corporations without a compelling public interest. This policy is designed to ensure that companies with which the State of California does business meet threshold standards of corporate accountability.

Thank you for your interest.

https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language mailto:scholarshare@treasurer.ca.gov

TABLE OF CONTENTS

1. PURPOSE AND DESCRIPTION OF SERVICES

1.1 Scope Overview

1.2 Background

1.3 Scope of Work

1.4 Term of Agreement

2. MINIMUM QUALIFICATIONS FOR PROPOSERS

3. PROPOSAL REQUIREMENTS AND INFORMATION

3.1 Schedule (Key Action Dates)

3.2 Questions and Answers

3.3 Content and Format of Proposals

3.4 Submission of Proposals

3.5 Evaluation Process

3.6 Award and Protest

3.7 Disposition of Proposals

3.8 Agreement Execution and Performance

4. PREFERENCE AND INCENTIVE PROGRAMS

4.1 Small Business or Microbusiness Preference

4.2 Non-Small Business or Microbusiness Preference

4.3 Disabled Veteran Business Enterprise (DVBE) Participation (Optional)

4.4 Target Area Contract Preference Act (TACPA) Program

5. REQUIRED ATTACHMENTS

Attachment 1: Required Attachment Checklist Attachment 2: Proposal/Proposer Certification Sheet Attachment 3: Cost Proposal Worksheet Attachment 4: Proposer References Attachment 5: Minimum Qualifications Certification Attachment 6: Resumes of Key Personnel Attachment 7: Payee Data Record (STD. 204) Attachment 8: Bidder Declaration (GSPD-05-105) Attachment 9: Contractor Certification Clauses (CCC 04/2017) Attachment 10: Darfur Contracting Act Certification Attachment 11: California Civil Rights Laws Certification Attachment 12: Generative Artificial Intelligence (GenAI) Notification Attachment 13: Small Business or Microbusiness Preference (if applicable) Attachment 14: Non-Small Business or Microbusiness Preference (if applicable) Attachment 15: Target Area Contract Preference Act (TACPA) Program (if applicable) Attachment 16: California Disabled Veteran Business Enterprise (DVBE) Participation (if applicable)

SAMPLE STANDARD AGREEMENT

Exhibit A – Scope of Work Exhibit A, Attachment 1 – Resumes of Key Personnel Exhibit B – Budget Detail and Payment Provisions Exhibit B, Attachment 1 – Cost Proposal Exhibit C – General Terms and Conditions (GTC 02/2025) Exhibit D – Special Terms and Conditions

1. Purpose and Description of Services

1.1. Scope Overview

The California Hope, Opportunity, Perseverance, and Empowerment for Children Trust Account Program (HOPE or Program) is a new program that aims to close the racial wealth gap and confront the issue of intergenerational poverty. It creates a new financial investment program specifically catered to vulnerable children throughout the state of California. HOPE provides trust accounts for eligible foster youth and other vulnerable youth populations to support long-term financial stability, postsecondary success, and economic mobility.

To achieve this, HOPE requires a qualified firm to increase public awareness, promote participant engagement, and support enrollment and sustained participation of the Program through coordinated, accessible, and compliant marketing activities.

1.2. Background

The California Legislature Enacted Assembly Bill 156 (Chapter 569, Statutes of 2022) and codified in Chapter 16.1 (commencing with section 18997.5) of the Welfare and Institutions Code (HOPE Act or Act) to create opportunities, economic autonomy, and hope; and to promote intergenerational wealth and asset building for eligible youth as one of the many strategies California must employ to reverse the state’s record level of inequality.

The HOPE Act established the California Hope, Opportunity, Perseverance, and Empowerment Fund (HOPE Fund) in the California State Treasurer’s Office (STO).

HOPE will provide accounts (HOPE Accounts) to eligible children, which includes those from low-income families who have lost a parent or guardian to COVID-19 or long-term COVID (COVID-bereaved) and children who have been in foster care for at least 18 months and family reunification services have been terminated (long-term foster children). Based on information received from interagency partners and researchers, HOPE projects that there will be approximately 46,552 children of various ages who will be eligible for automatic enrollment at the time of the program launch (including 10,000 income-eligible COVID-bereaved children and 36,552 long-term foster youth), and that there will be an estimated additional 8,000 children who become eligible every year after that.

1.3. Scope of Work

The following scope of work details HOPE’s expectations for a Contractor providing marketing and outreach services (sometimes referred to as the “Contractor”) for HOPE. These services may include, but are not limited to, the following:

A. Marketing Strategy and Work Plan

The Contractor shall:

(i) Develop a comprehensive marketing and outreach strategy aligned with Program objectives and priorities.

(ii) Identify target audiences within examples below, messaging frameworks, communication channels, and phased outreach approaches.

(a) A parent, legal guardian, or Indian custodian died due to COVID-19, long COVID, or related consequences on or after March 1, 2020, and during the federally declared COVID-19 public health emergency.

(b) The child was under 18 years old and a California resident at the time of the death.

(c) Prior to the COVID related death, the family household income did, or would have, qualified the child for Medi-Cal eligibility, or

(d) The child was in Foster Care on or after Sept. 1, 2022 for a period of 18 months or more with Family Reunification Services terminated.

(iii) Submit a written marketing work plan, including timelines and deliverables, for Program review and written approval prior to implementation.

(iv) Ensure strategies reflect equity, accessibility, and language access principles.

(v) Create partnership entablements and activation roadmap.

B. Marketing Collateral Development

The Contractor shall use the established HOPE Program Style Guide to:

(i) Design and produce digital and print-ready marketing materials, based on an already established brand guide which may include:

(a) Flyers and fact sheets

(b) Social media toolkits

(c) Email templates

(d) Presentation materials

(e) Web-ready graphics and content

(ii) Ensure materials are written in plain language and meet accessibility requirements, including Section 508, as applicable.

(iii) Revise materials based on Program feedback prior to final approval.

C. Social Media Channel Creation and Management

(i) Establish official HOPE Program social media channels on Program-approved platforms.

(ii) Develop content strategies, posting schedules, and engagement guidelines.

(iii) Create original social media content at least twice a week, including graphics and copy, consistent with Program branding and communication standards.

(iv) Monitor engagement metrics and recommend adjustments.

(v) Comply with State social media, records retention, and public communications policies.

D. Outreach to Participants and Stakeholders

(i) Support outreach efforts to inform and engage eligible participants.

(ii) Develop materials and establish partner enablement tools for use by community-based organizations, partners, and stakeholders identified by Program.

(iii) Assist with digital outreach activities such as new letters and email distribution or text-based messaging content, subject to Program approval.

(iv) Coordinate outreach activities with Program staff to ensure consistency with Program operations and messaging.

(v) Develop customer testimonial deliverables and establish content library to build supporting the messaging strategy.

(vi) Create an ambassador’s program to further the objectives of the Program.

E. Earned Media and Public Relations Support

(i) Develop earned media and public relations strategies.

(ii) Draft press materials, including press releases, media advisories, and talking points.

(iii) Support media pitching and coordination, subject to Program approval.

(iv) Assist with preparation for media interviews or public announcements.

(v) Coordinate all earned media activities with Program communications staff.

F. Reporting and Performance Monitoring

The Contract shall:

(i) Establish key performance indicators (KPIs) related to awareness, engagement, and participation.

(ii) Track and analyze marketing activities and outcomes.

(iii) Submit written progress reports at intervals specified by Program.

(iv) Participate in status meetings and present to HOPE Board as requested by the HOPE Program.

G. Measurable Outcomes

The marketing conversions must support the enrollment strategy and will be measured on a biannual basis.

i. Prepare weekly reports on media. This must include the number of impressions, clicks, google search results, other search engine results, and reach. Data may be sourced by the Contractor, HOPE Program, or the Program Administrator.

ii. Prepare monthly reports on paid media. This must include demographic data, campaign updates and outcomes, social media data, key recommendations for marketing improvement, and, to the extent possible, the number of enrollments associated with marketing efforts.

iii. Prepare Quarterly reports for the Board and the Executive Director, collecting the information from the weekly and monthly reports and including analysis on marketing outcomes, campaign effectiveness, returns on investment, and any lessons learned to apply to future efforts. Prepare additional marketing reports as requested by the Board and the Executive Director to meet programmatic needs.

iv. Marketing campaigns must be designed to achieve the estimated enrollment numbers outlined below.

Estimated Enrollment Increase Ranges Year 1 5,000 – 10,000 Subsequent years if contract is extended

10,000 – 20,000

1.4 Term of Agreement

The term of the agreement entered into pursuant to this RFP, if any, will be May 1, 2026 through April 30, 2027 with a maximum amount of $295,000.00. At the option of the Board, the agreement may be extended for one additional year. The agreement, including amendment(s), is subject to the approval of HOPE and the Department of General Services (DGS). In no event shall services be performed prior to the approval of the agreement by the DGS Office of Legal Services.

2. Minimum Qualifications for Proposers

Proposer must complete Attachment 5 of the RFP certifying that the Firm meets the following minimum qualifications. Failure to meet these minimum qualifications will cause your proposal to be considered non-responsive and the proposal will be rejected. The Contractor must have, at a minimum, the following qualifications and experience:

• Five (5) years of experience managing media and public relations campaigns with a project budget between six million dollars ($6,000,000) to 10 million dollars ($10,000,000).

• Five (5) years of experience in media communications marketing, public relations, social and digital marketing, advertising, and analytical data gathering and reporting.

• Five (5) years of experience in media communications marketing, public relations, social and digital marketing, and advertising in Spanish directed towards the Latino population in California, or in languages other than English for specific communities.

• Must be qualified to do business in the State of California. Firm must also be able to provide evidence of qualification (e.g., registration with the California Secretary of State) to do business in the State of California, including qualification of any subcontractors, upon proposal submission for this RFP.

• Fully licensed, insured, and incorporated business under applicable local, state, and federal laws.

• Must be technically and professionally capable of providing the services.

• May not currently or during the term of a contract that may be executed pursuant to this RFP have a contractual or other business relationship with any program administration or investment services contractor (currently TIAA-CREF Tuition Financing, Inc. (TFI)) that provides services for HOPE, either on its own or in partnership, with other entities. Must be free from conflicts of interest, not only at the time of selection, but throughout the term of the Agreement as well.

• Must be immediately available to provide the services that will be set forth in the Agreement.

3. Proposal Requirements and Information

3.1 Schedule (Key Action Dates)

All prospective Proposers are hereby advised of the following schedule and will be expected to adhere to the required dates and times (all times listed are Pacific Time

(PT)).

Date Action

March 10, 2026 RFP Available to Prospective Proposers

March 16, 2026, 12:00 p.m. PT Deadline for Submission of Written Questions

March 24, 2026 Distribution of Answers to Written Questions

April 6, 2026, 4:00 p.m. PT Deadline for Submission of Proposals

April 7 - 10, 2026 Evaluation of Proposals

April 13, 2026 Oral Interviews (if applicable)

April 14, 2026 Notice of Intent to Award Released

May 1, 2026 Anticipated Commencement of Agreement (Pending DGS approval)

HOPE reserves the right to change the above dates and times, and, if so, HOPE may modify this RFP prior to the date fixed for submission of proposals by the issuance of an addendum. HOPE will also provide post updates online at https://www.treasurer.ca.gov/hope/ and https://caleprocure.ca.gov/. HOPE also reserves the right not to award an agreement at all.

3.2 Questions and Answers

In the opinion of HOPE, this RFP is complete and needs no further explanation.

However, if you have questions, or should you need any clarifying information, contact Michael Gillis by e-mail at hopeforchildren@treasurer.ca.gov. Prospective proposers may submit written questions, if any, no later than by 12:00 p.m. PT on March 16, 2026 by email to hopeforchildren@treasurer.ca.gov.

A copy of the responses to all written questions received by 12:00 p.m. PT on March 16, 2026 will be posted online at https://www.treasurer.ca.gov/hope/ and https://caleprocure.ca.gov/ by close of business on March 24, 2026.

https://www.treasurer.ca.gov/hope/ https://caleprocure.ca.gov/ mailto:hopeforchildren@treasurer.ca.gov mailto:hopeforchildren@treasurer.ca.gov

3.3 Content and Format of Proposals

In preparing proposals, firms must:

• Use standard 8½” x 11” white paper with a minimum type size of 12 points.

Consecutively number all pages in the response (including attachments and/or appendices).

• Include a cover letter stating:

o The name, address, email, phone and fax numbers of the principal contact responsible for the oversight of the agreement. Indicate the availability of this person for meetings with HOPE staff.

o The name, address, email, phone and fax numbers of the project representative who will be available to HOPE and its staff on a day-to-day basis during the term of the agreement.

o The name, address, email, phone, fax number and name of a key contact at each partner, if a consortium, and subcontractor and what the aforementioned would be responsible for under the agreement.

o That the Firm accepts the terms of the Sample Agreement attached to this RFP.

Please note that the General Terms and Conditions in Exhibit C are not negotiable.

• List responses to each Question related to the Firm’s Qualifications and Experience as identified below. Points will be awarded for the Firm’s response(s) to each question. The allocation of points is defined in Evaluation Process, Section 3.5 of this RFP. Questions must be answered for each relevant partner or subcontractor to the extent applicable if a firm is a consortium or is using subcontractors. In preparing proposals, the Firm shall list each question and then provide the Firm’s response to that question in the same order listed in this RFP.

a) Required Information (Zero (0) points)

HOPE may reject a proposal due to any disclosure or conflict of interest (potential or actual) that is material in the sole opinion of the Program.

(i) Is there any legal or disciplinary event that is material to the Program’s evaluation of the firm or the integrity of firm’s management? If yes, explain in detail.

(ii) Has any partner or officer of the firm been convicted or pleaded no contest in a case stemming from a felony indictment? If yes, explain in detail. Any such conviction or plea must be disclosed and must be accompanied by a full explanation of the circumstances surrounding it.

(iii) Has the firm been a defendant in litigation relating to any services which it proposes to provide to the HOPE Program? If yes, explain in detail. Any final settlement, administrative decision, or judgment made in connection with this litigation must be disclosed and must be accompanied by a full explanation of the circumstances surrounding it.

(iv) Has the firm ever been terminated for cause from any contract? If yes, explain in detail and cite the background of the contract, reason for the termination, and what the firm has done to change operations or personnel to preclude the circumstances regarding the termination from re-occurring.

(v) Does the firm have any business relationships, which may be construed to be potential or actual conflicts of interest. The contractor will have a continuing requirement to disclose any business relationships that may be construed to be a potential or actual conflict. The disclosure must be sufficiently detailed to inform the Program of the nature, implications and potential consequences of each conflict and must include an explanation of how the firm addresses, or intends to manage or mitigate, each conflict.

The Board may reject a proposal due to any disclosure or conflict of interest (potential or actual) that is material in the sole opinion of the Program.

b) Background and Personnel Information (Maximum of fifteen (15) points)

(i) Provide an overview of the firm’s mission statement and vision statement, number of years’ experience providing services, and what services the Firm will bring to this contract.

(ii) Describe the organizational structure and explain how this structure will be used to perform the requirements of this contract. Also, identify subcontractors, if any, that will be utilized to perform the services in this contract.

(iii) Within the past three years, have there been any significant developments in your organization (e.g., changes in ownership, personnel reorganization)? If so, please describe.

(iv) Complete the following table for professionals who will be responsible for providing the consulting activities to be performed pursuant to this contract.

Name & Location

Title & Responsibility

Total Years

Experience

Years with Firm

Most Advanced

Degree

(v) Provide professional resumes of each of the individuals who will be assigned to this account and the professional resumes of all individuals who will be responsible for reviewing or otherwise influencing the work of individuals assigned to this account.

(vi) Indicate who will have ultimate responsibility for this contract. Indicate the availability of this person for live or telephone meetings with HOPE or its designee. Describe the Firm’s backup procedures if the primary person assigned to this account leaves the Firm or is otherwise unavailable.

c) Experience / Expertise in Marketing and Outreach Services (Maximum of forty

(40) points)

(i) What special expertise does the firm bring to advising HOPE?

(ii) Describe your firm’s experience on projects or campaigns that focus on asset-building initiatives, financial literacy, and/or saving for higher education, if any.

(iii) Provide a list of at least three (3) clients for whom you have provided marketing services within the past five (5) years and an example of a success achieved with each of them. Include the client, contact name, email address, and phone number.

(iv) Describe your firm’s three (3) most successful marketing campaigns within the last five (5) years. Include the scope of the campaigns, steps taken, the timeline followed, and how success was measured.

(v) Describe the services your firm will provide to support HOPE’s goals to promote the Program.

(vi) What approaches would your firm implement or otherwise support to reach low-income, multicultural, or ethnically diverse California residents? Describe your firm’s experience with programs or initiatives that reach these populations, which may include, but are not limited to, strategy development and result analysis.

(vii) Does your firm already provide advertising and/or media buying services for other foster youth programs? If yes, please explain in detail.

(viii) Provide an example within the last three (3) years when you and your client disagreed and the results that followed.

(ix) Describe your firm’s presence in California, including the number of offices and employees available to provide information to the general investing public.

(x) Describe your firm’s strategy development process as well as your firm’s experience working with multiple stakeholders.

(xi) Describe your firm’s experience with public relations and provide three

(3) examples of media efforts completed within the last five (5) years and the results of those efforts.

(xii) Describe your firm’s experience generating media attention and support for your clients’ initiatives.

(xiii) Describe your agency’s experience in creating strategic marketing plans, including the steps you take to create the plan, the level of client collaboration in the process, and how you ensure synergy between the creative development process and media planning.

d) Cost Proposal (Maximum of thirty (30) points)

Use Attachment 3 (Cost Proposal Worksheet) to complete your cost proposal which will be a full and final estimate. HOPE expects the total amount of the contract not to exceed $295,000.00 for this contract. At the option of the Board, the agreement may be extended for one additional year. Rates shall remain the same throughout the entire term of the agreement, including all optional extensions. Review this section and the calculations in your Cost Proposal carefully. Mathematical errors may be corrected by HOPE. Do not make any modifications to the Cost Proposal form, including the 200 total annual hours and the $10,000 total annual travel costs. The cost proposal shall:

(i) Follow the template outlined in Attachment 3 (Cost Proposal Worksheet), completing all of the Cost Proposal Detail form. As outlined in the scope of work, the Contractor will be paid on hourly rates and other costs as outlined in Attachment 3 for services related to other marketing efforts completed.

Assume a total of 200 hours of staff work (including subcontractor staff work). Estimate the number of hours out of the 200 each level of staff who will be assigned to the contract will work.

(ii) Identify and include an hourly rate for each level of staff who will be assigned to work on the services outlined in this RFP. The hourly rates identified will be utilized in the resulting contract for reimbursement for services performed. All-inclusive flat fees and/or retainer fees will not be accepted for consideration.

The hourly rates and costs indicated in Attachment 3 will be used solely for computing the cost as a fair and equitable formula to determine the lowest Cost Proposal and is not binding on HOPE. However, the actual costs quoted by the firm shall be binding for the term of the Agreement.

(iii) Travel costs are capped at $10,000 per year. This amount may not be modified. The rates for travel costs shall be set in accordance with the California Department of Human Resources (CalHR) rates for comparable classes and no travel outside the State of California shall be reimbursed unless prior written authorization is obtained from HOPE.

(iv) Identify and include all costs, direct and indirect, associated with collateral creation, publication costs, costs to develop and execute partnerships. This can include flyers, mailers, and/or partnership contracts.

The firm hereby agrees to provide all labor, materials, licenses, permits, and travel necessary to perform all services required for the foregoing titled work in accordance with the scope of work. The rates listed on Attachment 3 shall include every item of expense, direct and indirect, including taxes incidental to the specified rates.

The firm is required to provide an amount for each item in Attachment 3. A zero-dollar ($0.00) amount listed for any and all items will be interpreted and understood by HOPE to mean that the firm indicating a zero-dollar amount shall perform any such services, up to and including the quantity indicated, at no cost to HOPE.

Proposals submitted with a cost proposal that fails to meet any of the specified requirements outlined above, or in a form other than as provided for in Attachment 3, will be considered non-responsive and rejected.

3.4 Submission of Proposals

a) Proposals must provide straightforward and concise descriptions of the Firm’s ability to satisfy the requirements of this RFP. The proposal must be complete and accurate. Omissions, inaccuracies, or misstatements may be cause for rejection of a proposal.

b) All proposals must be submitted in hard copy under sealed cover and received by HOPE by 4:00 pm PT on April 6, 2026 unless HOPE provides notice that the date has been changed. Proposals received after this date and time will not be considered. Proposals received by fax or email will be rejected.

c) A minimum of one (1) unbound original and three (3) copies of the proposal shall be mailed or delivered to the following address:

Attention: Michael Gillis

915 Capitol Mall, Suite 170 Sacramento, California 95814

d) The original proposal must be marked "ORIGINAL COPY". All documents contained in the original proposal package must have original signatures and must be signed by a person who is authorized to bind the proposing firm. All additional proposal sets may contain photocopies of the original package.

e) The proposal envelopes must be plainly marked with the RFP number and title, your firm name and address, and must be marked with "DO NOT OPEN", as shown in the following example:

Marketing and Outreach Services

Firm Name Firm Address

Contact Person and Phone Number

“DO NOT OPEN”

If the proposal is made under a fictitious name or business title, the actual legal name of the Firm must be provided.

Proposals not submitted under sealed cover and marked as indicated may be rejected.

f) Proposals that omit the Minimum Qualification Certification that is included in Attachment 5 in Section 5 will not be considered. Proposals shall include each of the attachments (if applicable) on the Required Attachment Checklist in Section

5. Proposals that do not comply with the requirements of the RFP shall be deemed non-responsive. A non-responsive proposal is one that does not meet the basic proposal requirements and will be rejected.

g) Proposals must be submitted for the performance of all the services described herein. Any deviation from the work specifications will not be considered and will cause a proposal to be rejected.

h) A proposal may be rejected if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. HOPE may reject any or all proposals and may waive an immaterial deviation in a proposal. HOPE’s waiver of an immaterial deviation shall in no way modify the RFP document or excuse the Firm from full compliance with all requirements if awarded the agreement.

i) The proposing firm is entirely responsible for the costs of developing proposals and costs incurred in anticipation of award of the Agreement. Such costs shall not be charged to HOPE.

j) An individual who is authorized to bind the proposing firm contractually shall sign

Required Attachment 2, Proposal/Proposer Certification Sheet. The signature must indicate the title or position that the individual holds in the Firm. An unsigned proposal may be rejected.

k) A firm may modify a proposal after its submission by withdrawing its original proposal and resubmitting a new proposal prior to the proposal submission deadline as set forth in the Schedule (Key Action Dates) in Section 3.1. The submission of a new proposal must comply with the requirements in this section.

Proposal modifications offered in any other manner, oral or written, will not be considered.

l) A firm may withdraw its proposal by submitting a written withdrawal request to

HOPE, signed by the proposing firm or an authorized agent in accordance with Section 3.4(k). A firm may thereafter submit a new proposal prior to the proposal submission deadline. Proposals may not be withdrawn without cause subsequent to the proposal submission deadline.

m) HOPE may modify this RFP prior to the date fixed for submission of proposals by the issuance of an addendum. HOPE will also provide post updates online at https://www.treasurer.ca.gov/hope/ and https://caleprocure.ca.gov/.

n) Upon announcement and release of this RFP and until selection of a Contractor

(and notice of intent to award the Agreement), proposing firms (or potential proposing firms) are not permitted to communicate with HOPE staff or its consultants with respect to the RFP except in connection with the process and procedures related to the RFP. Any communication must be directed to Michael Gillis at hopeforchildren@treasurer.ca.gov.

o) HOPE reserves the right to reject all proposals. HOPE is not required to award an agreement.

p) Firms are cautioned against relying on HOPE to discover and report any defects or errors in submitted documents. Before submitting a response to this RFP, firms must carefully review the response, correct all errors, and confirm compliance with the RFP requirements.

q) Where applicable, firms must carefully examine work sites and specifications. No additions or increases to the agreement amount will be made due to a lack of careful examination of work sites and specifications.

r) More than one proposal from any firm, organization, partnership, corporation, or association under the same or different names, will not be considered.

Reasonable grounds for believing that any firm has submitted more than one proposal for the work contemplated herein will cause the rejection of all proposals submitted by that firm. If there is reason for believing that collusion exists among the proposing firms, none of the participants in such collusion will be considered in this or future procurements.

s) No oral understanding or agreement shall be binding on either party.

3.5 Evaluation Process

a) All proposals will be reviewed by an evaluation committee. The initial review of the proposals will confirm that all information has been submitted in conformity with the requirements of this RFP. The absence of required information will cause a proposal to be deemed non-responsive and may result in the proposal’s disqualification. Responsive proposals will then be scored according to criteria herein. The scored categories and the corresponding weighting of each scored category is as follows:

Scored Category Weighting

Background and Personnel Information 15 points

Experience / Expertise in Marketing and Outreach Services 40 points

Cost Proposal 30 points

Possible Points Upon Initial Evaluation 85 points

Interview (if applicable) 15 points

Total Possible Points 100 points https://www.treasurer.ca.gov/hope/ mailto:scholarshare@treasurer.ca.gov

The Evaluation Committee will allot points for each scored category of the RFP, up to 100 points.

The lowest cost proposal, based on the estimated Total Cost for the Contract Term from Attachment 3, is awarded the maximum cost points. Other proposals are awarded cost points based on the following calculation:

(Lowest Cost Proposal / Other Cost Proposal) = (factor)

Total Cost Points for Other Cost Proposal = (factor) X maximum cost points

EXAMPLE: A maximum of 30 points is available.

Lowest Cost Proposal = $221,250 Other Cost Proposal = $295,000

(Lowest Cost Proposal / Other Cost Proposal) = $221,250 / $295,000 = ¾

Cost points awarded to Other Cost Proposal = ¾ X 30 points = 22.5 Cost

Points, which would be rounded up to 23 points.

The scoring will be done in two phases:

• First Phase - The first phase will be worth 85 points, with all items being scored except for the Interview portion. Following the initial phase of the evaluation process, the Evaluation Committee will invite the two (2) firms that receive a minimum of 65 points in the first phase and that receive the highest scores based on the point system above.

• Second Phase - All interviews will be conducted pursuant to the specifications below:

o Interviews will be set for one hour.

o There will be a maximum of three (3) presenters for each firm interviewed.

o Only the top two (2) highest scoring firms, scoring a minimum of 65 points in the first phase of the evaluation process, will be interviewed.

o Responses provided to specific questions during the interview will be the basis for awarding up to 15 points.

o Interviews will be scored based on the Firm’s responses to a set of specific questions according to the point scale outlined in Section 3.5(b).

Both firms will be asked the same set of questions. Generally, firms will be asked about the following areas:

▪ Background and Personnel Information

▪ Experience / Expertise in Marketing and Outreach Services o No unsolicited information, material, or presentation may be provided at the interview. Firms are limited in their responses to only information provided in their written proposal and may not introduce new services, products, or other information.

o HOPE reserves the right to not conduct interviews if deemed unnecessary to the selection of a firm (e.g., only one (1) firm scored a minimum of 65 points in the first phase).

The second phase score will be added to the first phase score, and the highest scoring firm will be determined.

b) The following point scale will be used to score the responses to the questions presented under each of the scored category unless otherwise specified. Points earned for each scored category that result in a non-whole number will be rounded to the next whole number. For example, 70% of 35 points is 24.5 points, which would be rounded up to 25 points.

Points Awarded

Interpretation General Basis for Point Assignment

100% Excellent

Response fully meets the Board’s needs, requirements, or expectations with a high degree of confidence in the Firm’s response.

Firm offers one or more enhancing feature, method, or approach exceeding basic expectations.

85% Very Good Response fully addresses category being scored. Very good degree of confidence in the Firm’s response.

70% Good Response addresses category being scored.

Good degree of confidence in the Firm’s response. Minimal weaknesses are acceptable.

50% Adequate

Response (i.e., content and/or explanation offered) is adequate to meet the Board’s needs, requirements, or expectations. Any omission(s), flaw(s), or defect(s), are inconsequential and acceptable.

0% Inadequate

Response fails to address any portion of the category being scored. The omission(s), flaw(s), or defect(s) are significant and unacceptable.

c) Proposals that contain false or misleading statements, or provide references that do not support an attribute or condition claimed by the Firm, may be rejected. If, in the opinion of HOPE, such information was intended to mislead HOPE in its evaluation of the proposal, and the attribute, condition, or capability is a requirement of this RFP, it will be the basis for rejection of the proposal.

d) The contract will be awarded to the responsible and responsive firm with the highest total score.

e) Tiebreaker - In the event two (2) or more responsive and responsible firms earn the highest score, the contract will be awarded to the responsive and responsible firm earning the higher score in Experience / Expertise in Marketing and Outreach Services. If the scores for Experience / Expertise in Marketing and Outreach Services are the same, the contract will be awarded to the responsive and responsible firm earning the higher score in the Background and Personnel Information. If the scores in the Background and Personnel Information are the same, the contract will be awarded to the responsive and responsible firm earning the higher score for Cost.

f) HOPE is not required to award an Agreement.

3.6 Award and Protest

a) Notice of the proposed award shall be posted in a public place at the State Treasurer’s Office, 915 Capitol Mall, Sacramento, CA 95814, for five (5) working days prior to awarding the agreement. The notice will be posted at the entrance to Suite 170 and online at https://www.treasurer.ca.gov/hope/.

b) If any firm, prior to the award of agreement, files a protest with HOPE and the DGS Office of Legal Services, 707 Third Street, 7th Floor, Suite 7-330, West Sacramento, CA 95605, on the grounds that the (protesting) firm would have been awarded the contract had the agency correctly applied the evaluation standard in the RFP, or if the agency followed the evaluation and scoring methods in the RFP, the agreement shall not be awarded until either the protest has been withdrawn or DGS has decided the matter. It is suggested that the Firm submit any protest by contacting the Protest Coordinator at OLSProtests@dgs.ca.gov.

c) Within five (5) days after filing the initial protest, the protesting firm shall file with HOPE and the DGS Office of Legal Services a detailed written statement specifying the grounds for the protest. It is suggested that this detailed written statement be submitted by certified or registered mail.

3.7 Disposition of Proposals

a) Upon proposal opening, all documents submitted in response to this RFP will become the property of HOPE and the State, and will be regarded as public records under the California Public Records Act (Government Code Section 6250 et seq.) and subject to review by the public.

b) Proposal packages may be returned only at the Firm's expense, unless such expense is waived by HOPE.

3.8 Agreement Execution and Performance

a) Performance shall start not later than 30 days, or on the express date set by the awarding agency and the Contractor, after all approvals have been obtained and the agreement is fully executed. If the Contractor fails to commence work at the agreed upon time, the awarding agency, upon five (5) days written notice to the Contractor, reserves the right to terminate the agreement. In addition, the Contractor shall be liable to the State for the difference between Contractor's proposal price and the actual cost of performing work by another contractor.

mailto:OLSProtests@dgs.ca.gov

b) All performance under the agreement shall be completed on or before the termination date of the agreement.

4. Preference and Incentive Programs

4.1 Small Business or Microbusiness Preference

A five percent (5%) preference will be applied to certified small business firms submitting proposals. To obtain the preference, firms must either be certified as a small business at the time the proposal is submitted. The Firm MUST include an updated copy of their Small Business Certificate to obtain the preference. The 5% preference is issued only for computation purposes to arrive at the successful firm(s), and does not alter the amount of the actual proposals. Once each proposal has been scored, if the highest responsible firm is not a certified small business or microbusiness, 5% of the highest scoring proposal is added to the total “earned” points for each proposal submitted by a certified small business. These final numbers, with the 5% included, are then used to determine the highest scoring proposal.

Questions regarding the small business certification or preference approval should be directed to the Office of Small Business & DVBE Services (OSDS) at (916) 375- 4940 or can be found at the website at https://caleprocure.ca.gov/pages/sbdvbe-index.aspx.

4.2 Non-Small Business or Microbusiness Preference

A five percent (5%) preference is available to a non-small business claiming twenty-five percent (25%) California certified small business subcontractor participation. If claiming the non- small business subcontractor preference, the proposal response must include a list of the small business(es) with which the Firm commits to subcontract in an amount of at least 25% of the net price with one or more California certified small businesses. Each listed certified small business must perform a “commercially useful function” in the performance of the contract as defined in Government Code Section 14837(d)(4). The required list of California small business subcontractors must be attached to the proposal response and must include the following: 1) subcontractor name, 2) address, 3) phone number, 4) a description of the work to be performed and/or products supplied; and 5) the dollar amount or percentage of the net price (as specified in the solicitation) per subcontractor.

Firms claiming the 5% preference must commit to subcontract for at least 25% of the net price with one or more California certified small businesses. Completed certification application required support documents must be submitted to the OSDS no later than 5:00 p.m. PT on the proposal due date, and the OSDS must be able to approve the application as submitted. Questions regarding certification should be directed to the OSDS at (916) 375- 4940 or can be found at the website at https://caleprocure.ca.gov/pages/sbdvbe-index.aspx.. The preference to a non-small business firm that commits to small business or microbusiness subcontractor participation of 25% of its net price shall be 5% of either the lowest, responsive, responsible firm’s price or the highest response, responsible firm’s total score. A non-small business, which qualifies for this preference, may not take an award away from a certified small business.

https://www.dgs.ca.gov/PD/Services/Page-Content/Procurement-Division-Services-List-Folder/Certify-or-Re-apply-as-Small-Business-Disabled-Veteran-Business-Enterprise https://caleprocure.ca.gov/pages/sbdvbe-index.aspx

4.3 Disabled Veteran Business Enterprise (DVBE) Participation (OPTIONAL)

This solicitation provides an incentive for DVBE participation. Attachment 15 outlines the DVBE Incentive Program. Firms seeking the DVBE incentive must submit a completed Bidder Declaration (GSPD-05-105) (Attachment 8) that demonstrates DVBE participation and qualification for a DVBE incentive, with proposal submittal.

Firms who have been certified by California as a DVBE must also complete and submit the DVBE Declarations, DGS PD 843. All disabled veteran owners and disabled veteran managers of the DVBE(s) must sign the form(s). The DVBE Incentive participation is optional and at the discretion of the proposing firm.

Questions regarding DVBE should be directed to the Office of Small Business & DVBE Services (OSDS) at (916) 375-4940 or can be found at the website at https://caleprocure.ca.gov/pages/sbdvbe-index.aspx.

Any contract awarded to a company committing to subcontract with a certified DVBE will follow requirements as provided in MVC 999.7 including compliance with the Std.

817 reporting process, and permanent withholds and deductions for non-compliance.

4.4 Target Area Contract Preference Act (TACPA) Program

This solicitation provides for an optional TACPA preference. The TACPA program was established to stimulate business investments in distressed areas of the State and create job opportunities for Californians. Proposing companies are not required to apply for this preference. Both the TACPA workplace and workforce preferences will be evaluated for this solicitation. See Attachment 14 for more information.

5. Required Attachments Refer to the following pages for additional Required Attachments.

ATTACHMENT 1: REQUIRED ATTACHMENT CHECKLIST

Complete this checklist to confirm the attachments. Place a check mark or “X” next to each item that you are submitting to the State. For your proposal to be responsive, each of the following required attachments must be submitted with your proposal package.

This checklist must be returned with your proposal package. Submission of this required attachment is mandatory. Failure to complete and return this attachment with your proposal will cause your proposal to be rejected and deemed nonresponsive.

Attachment Attachment Name/Description

_____ Attachment 1 Required Attachment Checklist

_____ Attachment 2 Proposal/Proposer Certification Sheet

_____ Attachment 3 Cost Proposal Worksheet

_____ Attachment 4 Proposer References

_____ Attachment 5 Minimum Qualification Certification

_____ Attachment 6 Resumes of Key Personnel

_____ Attachment 7 Payee Data Record (STD. 204)

_____ Attachment 8 Bidder Declaration Form (GSPD-05-105)

_____ Attachment 9 Contractor Certification Clauses (CCC 04/2017)

_____ Attachment 10 Darfur Contracting Act Certification

_____ Attachment 11 California Civil Rights Laws Certification

_____ Attachment 12 Generative Artificial Intelligence (GenAI) Notification

_____ Attachment 13 Small Business or Microbusiness Preference (if applicable)

_____ Attachment 14 Non-Small Business or Microbusiness Preference (if applicable)

_____ Attachment 15 Target Area Contract Preference Act (TACPA) Program (if applicable)

_____ Attachment 16 California Disabled Veteran Business Enterprise (DVBE)

Participation Program Instructions (if applicable)

ATTACHMENT 2: PROPOSAL/PROPOSER CERTIFICATION SHEET

This Proposal/Proposer Certification Sheet must be signed and returned along with all the "required attachments" as an entire package with original signatures. The proposal must be transmitted in a sealed envelope in accordance with RFP instructions. Submission of this required attachment is mandatory. Failure to complete and return this attachment with your proposal will cause your proposal to be rejected and deemed nonresponsive.

A. Place all required attachments behind this certification sheet.

B. The signature affixed hereon and dated certifies compliance with all the requirements of this proposal document. The signature below authorizes the verification of this certification.

C. The signature below certifies to the best of your knowledge that the information provided on this document is true and complete.

* An Unsigned Proposal/Proposer Certification Sheet May Be Cause for Rejection *

1. Company Name 2. Telephone Number 2a. Fax Number

3. Address

Indicate your organization type:

4. Sole Proprietorship 5. Partnership 6. Corporation

Indicate the applicable employee and/or corporation number:

7. Federal Employee ID No. (FEIN)

8. California Corporation No.

9. Indicate applicable license and/or certification information:

10. Proposer’s Name (Print) 11. Title

12. Signature 13. Date

14. Are you certified with the Department of General Services, Office of Small Business and Disabled Veteran Business Enterprise Services (OSDS) as:

a. California Small Business Yes No

If yes, enter certification number:

b. Disabled Veteran Business Enterprise Yes No

If yes, enter your service code below:

NOTE: A copy of your Certification is required to be included if either of the above items is checked “Yes”.

Date application was submitted to OSDS, if an application is pending:

Completion Instructions for Proposal/Proposer Certification Sheet

Complete the numbered items on the Proposal/Proposer Certification Sheet by following the instructions below.

Item Numbers Instructions

1, 2, 2a, 3 Must be completed. These items are self-explanatory.

Check if your firm is a sole proprietorship. A sole proprietorship is a form of business in which one person owns all the assets of the business in contrast to a partnership and corporation. The sole proprietor is solely liable for all the debts of the business.

Check if your firm is a partnership. A partnership is a voluntary agreement between two or more competent persons to place their money, effects, labor, and skill, or some or all of them in lawful commerce or business, with the understanding that there shall be a proportional sharing of the profits and losses between them.