Request for Proposals (RFP)

Multimedia Campaign to Recruit and Retain Educators in California

Issued by:

Kern County Superintendent of Schools (KCSOS) in partnership with the California Commission on Teacher Credentialing (CTC)

RFP Timeline

Intent to Submit Due: November 3, 2025 (5 PM) Clarifying Questions Due: November 14, 2025 (5 PM) Answers to Clarifying Questions: December 1, 2025 Proposal Due Date: December 15, 2025 (5 PM) Anticipated Award Date: No later than January 31, 2026 Project Period: Upon contract execution – July 1, 2028 First Deliverables: No later than April 1, 2026

Background and Purpose

The Kern County Superintendent of Schools (KCSOS), in partnership with the Commission on Teacher Credentialing (CTC), the California Student Aid Commission, and other stakeholders, will lead a statewide multimedia campaign authorized under Component 1: 44400.04(b)(1) of state statute. This campaign is aligned with state legislation mandating investment in educator pipeline initiatives and will run from April 2026 through July 2028.

The campaign is also designed to complement the development of the Grant Management System established under Component 2: 44400.04(b)(2). Overseen by the CTC, the system will streamline the application and administration of teacher recruitment and retention programs. It must be publicly available by April 1, 2026, for the Student Teacher Stipend Program and expanded by April 1, 2027, to include the National Board Certification Incentive Program. Campaign efforts must align with and promote the system as the central access point for prospective educators.

Through this Request for Proposals (RFP), KCSOS seeks vendors with the resources, experience, connections to persuasive spokespeople and capacity to develop and execute a comprehensive campaign that highlights the value and benefits of careers in California’s public schools. The campaign will support educator recruitment and retention statewide, meeting students and prospective educators where they are—online, on campus, and in the community.

“Educators” here refers to the current and future workforce needed to fill professional roles in California’s public education system, primarily teachers, but also other certificated and support staff essential to student learning (paraprofessionals, administrators, school counselors, etc.)

Project Goals

The campaign is intended to:

1. Promote teaching as a rewarding career by inspiring college students, career changers, and classified/expanded learning employees to pursue credential pathways.

2. Increase awareness of financial supports such as the Student Teacher Stipend Program, Golden State Teacher Grant Program, National Board Certification Incentive Program, and loan repayment/forgiveness opportunities.

3. Elevate and celebrate the profession by sharing personal stories, highlighting teacher contributions, and dispelling misconceptions about careers in public education (preK–12).

4. Engage diverse audiences through inclusive, culturally responsive content that emphasizes accessibility and reaches youth, young adults, and underrepresented communities, including men.

Scope of Work

The selected agency will provide end-to-end campaign development and execution, which may include but is not limited to:

Strategy & Planning

1. Develop a statewide campaign strategy positioning teaching as a rewarding career and announcing the Student Teacher Stipend Program.

2. Identify a clear call to action.

3. Establish campaign goals and KPIs aligned with measurable outcomes

(e.g., social engagement, website traffic, perception shifts).

4. Design strategies to specifically reach Gen Z and diverse audiences across California.

Creative Development

1. Produce campaign assets, including but not limited to:

Short-form social media videos (TikTok, Instagram Reels, YouTube Shorts) with paid promotion.

2. Print-ready, bilingual templated “tool kits” for partners to use in outreach.

3. Testimonial profiles of educators (student teachers, early-career teachers, veteran teachers).

4. An informational website hub optimized for accessibility.

5. Graphic design, copywriting, editing, and related services for all deliverables.

6. Digital interest-based advertising strategies and creative assets (Google Ads, etc.)

7. Social media influencer marketing.

Messaging Integration

1. Align campaign messaging with state and federal financial aid/support programs.

2. Tailor content for pipeline partners, including LEAs, higher education institutions, and labor organizations.

Media Planning & Outreach

1. Develop a paid, earned, and organic media strategy with statewide reach.

2. Identify champions for this work, e.g. from Hollywood and professional sports to lift up the role of educators.

3. Partner with districts, community colleges, CSU/UC campuses, and labor associations to distribute content.

4. Explore pro bono placements, PSA distribution, and community-based promotion.

Monitoring & Reporting

1. Provide quarterly reports on campaign performance, with metrics on reach, engagement, and conversions.

2. Deliver a final report summarizing outcomes, lessons learned, and recommendations for future recruitment campaigns.

Proposal Requirements

Proposals must include the following sections:

1. Agency Overview

2. Relevant Experience

3. Work Samples

4. Approach & Work Plan

5. Timeline of asset and strategy implementation

6. Budget

7. References

Qualification Requirements

This procurement is open to all proposers that, by the proposal deadline:

1. Operate a full-service communications, marketing, and/or advertising firm.

2. Have significant experience (via the business or key employees) developing and managing statewide campaigns for Local Educational Agencies (LEAs)

3. Are experienced in advertising campaign budgeting and management.

4. Meet the requirements specified herein and can fulfill the Scope of Work.

Responsive vendors must demonstrate:

1. Minimum of five (5) years’ experience developing statewide or regional public awareness campaigns.

2. Proven experience in social cause marketing or education-focused campaigns.

3. Demonstrated ability to reach young adult audiences.

4. Expertise in integrated campaign development, including social media, video, print, and web.

5. Capacity to manage statewide distribution partnerships.

6. An existing brick-and-mortar office in California, maintained throughout the duration of the agreement.

Budget Considerations

The agreement has a soft cap of $2 million over the two-plus-year campaign period. Proposals should outline how resources will be allocated to maximize impact within this budget range.

Proposal Evaluation Criteria

All responsive proposals will be scored on an 800-point scale. The three highest-scoring proposals will advance to further evaluation, which may include an in-person or Zoom interview.

1. Proposal Quality — clarity, readability, organization (0–125 points)

2. Experience — history with statewide campaigns, government/education clients (0–100 points)

3. Work Plan — understanding of purpose, scope, targeting, and media allocation (0–75 points)

4. Innovation — practical and creative approaches (0–100 points)

5. Cost Effectiveness — maximizing resources through PSAs, pro bono, efficient buying (0–150 points)

6. Use of Innovative Tools — technologies tailored for Gen Z and younger audiences (0–125 points)

7. Work Samples — quality and relevance of past work (0–125 points)

Intent to Submit

Agencies planning to submit a proposal must submit a written Intent to Submit notice by November 1, 2025, via email to communications@kern.org. This notice is non-binding but required to ensure inclusion in subsequent communications, such as responses to clarifying questions.

Clarifying Questions

All clarifying questions regarding this RFP must be submitted in writing via email to communications@kern.org no later than November 15, 2025 (5 PM)

● Responses to all questions will be compiled and shared with all potential proposers to ensure equal access to information by December 1, 2025.

● No phone calls or verbal inquiries will be accepted.

Submission Instructions

● Proposal Deadline: All proposals must be received by December 15, 2025, at 5:00 PM (PST). Proposals received after this deadline will not be considered.

● Submission Method: Proposals must be submitted electronically in PDF format to communications@kern.org. A confirmation email will be sent upon receipt.

● File Requirements: Proposal files should be clearly labeled with the agency’s name (e.g., AgencyName_RFPSubmission.pdf). Proposers are responsible for ensuring their submission is complete, readable, and virus-free.

● Number of Copies: Only an electronic submission is required. Hard copies will not be accepted.

● Acknowledgment of Receipt: Proposers who do not receive confirmation of submission within 24 hours are responsible for following up before the deadline.

● Responsibility for Timely Delivery: KCSOS is not responsible for delays caused by technical issues, server errors, or transmission problems.

Proposers are strongly encouraged to submit well in advance of the deadline.

Agreement Terms and Conditions

The winning proposer will be required to enter into a formal vendor contract with the Kern County Superintendent of Schools (KCSOS). This contract will incorporate the RFP, the selected proposal, and all negotiated terms. The contract will outline deliverables, performance expectations, timelines, and payment provisions.

At a minimum, the contract will include:

● Exhibit A: Scope of Work – detailed deliverables and services as agreed upon.

● Exhibit B: Budget Detail and Payment Provisions – including invoicing and reimbursement requirements.

Exhibit C: Pricing/Rate Sheet – specifying approved hourly/daily rates or flat fees.

● Exhibit D: Standard Terms and Conditions – including compliance with applicable federal, state, and local laws.

● Exhibit E: Additional Provisions – addressing confidentiality, data security, intellectual property ownership, and termination clauses.

● Exhibit F: Insurance Requirements – minimum insurance coverage levels to be maintained throughout the contract period.

Execution of the vendor contract will be a condition of award. Failure to enter into a signed agreement within a reasonable timeframe may result in withdrawal of the award and selection of an alternate proposer.

END

Agreement Terms and ConditionsThe winning proposer will be required to enter into a formal vendor contract with the Kern County Superintendent of Schools (KCSOS). This contract will incorporate the RFP, the selected proposal, and all negotiated terms. The contract will outline deliverables, performance expectations, timelines, and payment provisions.