Public_Relations_Services.pdf

COUNTY OF ORANGE

OC COMMUNITY RESOURCES

REQUEST FOR PROPOSAL (RFP)

FOR

PUBLIC RELATIONS SERVICES

RFP NO. RFP-012-3033102-ST

RESPONSES MUST BE SUBMITTED ELECTRONICALLY TO:

https://secure.procurenow.com/portal/ocgov https://secure.procurenow.com/portal/%7bproject.government.code%7d

County of Orange RFP

OC Community Resources - Public Relations Services, RFP-012-3033102-ST

County of Orange

OC Community Resources

Procurement and Contract Services

601 North Ross Street 6th Floor

Santa Ana, CA

92701

SCHEDULE OF ACTIVITIES

Release of RFP Solicitation July 17, 2026

Question Submission Deadline July 31, 2026, 2:00pm

RFP Submittal Closing August 14, 2026, 2:00pm

PROPOSALS MUST BE RECEIVED ON

OR BEFORE

Friday, August 14, 2026

2:00 pm

SECTIONS

SECTION 1. INTRODUCTION AND INSTRUCTIONS TO RESPONDENTS

SECTION 2. OCLSB AND DVBE PREFERENCE POLICIES CERTIFICATION

REQUIREMENTS

SECTION 3. PROTEST PROCEDURES

SECTION 4. SCOPE OF WORK

SECTION 5. SCORING CRITERIA

SECTION 6. VENDOR RESPONSES

SECTION 7. COST PROPOSAL

Attachments:

A - Model Contract - Public Relations Services

SECTION 1. INTRODUCTION AND INSTRUCTIONS TO RESPONDENTS

1.1 INTRODUCTION

The County intends that the successful Respondent shall provide Public Relations Services proposed in accordance with contract requirements set forth in the solicitation and Model Contract.

1.2 COUNTY HOLIDAYS DURING SOLICITATION PERIOD

During this solicitation period, the OC Community Resources will be closed on the following

County holidays - https://hrs.oc.gov/employee-relations/employee-resources

1.3 INSTRUCTIONS TO RESPONDENTS AND PROCEDURES FOR SUBMITTAL

A. Responses are to be uploaded via the County's eProcurement Portal at https://procurement.opengov.com/portal/ocgov. For assistance on uploading Response via County’s eProcurement Portal, please contact procurement-support@opengov.com or https://help.procurement.opengov.com/en/

B. Examine the Contract Documents and the site of the proposed work carefully before submitting a Response for the work contemplated. Investigate the conditions to be encountered, as to the character, quality, and quantities of work to be performed and materials to be furnished and as to the requirements of all Contract Documents.

The County has attempted to provide all information available. It is the responsibility of each Respondent to review, evaluate, and, where necessary, request any clarification prior to submission of a Response. If any person contemplating submitting a response to this

Request for Proposal (RFP) is in doubt as to the true meaning of any part of the solicitation documents attached hereto or finds discrepancies in or omissions from the specifications, they may submit a written request for clarification/interpretation to the County Deputy

Procurement Agent (DPA) via the County’s eProcurement Portal under the bid page for this solicitation.

If clarification or interpretation of this solicitation is considered necessary by County, an addendum shall be issued, and the information will be posted via the County’s eProcurement Portal. Any interpretation of, or correction to, this solicitation shall be issued by the DPA. It is the responsibility of each Respondent to periodically check the County’s eProcurement Portal to ensure that they have received and reviewed any and all addenda to this solicitation.

The County will not be responsible for any other explanations, corrections to, or interpretations of the documents, including any oral information. If an addendum is issued, Respondents must acknowledge the addendum via the County’s eProcurement Portal.

All questions or requests for interpretations must be received within this solicitation by Friday, July 31, 2026, before 2:00 pm. The DPA will provide all official communication concerning this solicitation. Any County response relevant to this https://hrs.oc.gov/employee-relations/employee-resources https://procurement.opengov.com/portal/ocgov https://procurement.opengov.com/portal/ocgov mailto:procurement-support@opengov.com https://help.procurement.opengov.com/en/ solicitation other than through or approved by the DPA is unauthorized and will be considered invalid.

C. Responses must be valid for a period of at least three hundred sixty-five (365) calendar days from the closing date and time of receipt. No Response may be withdrawn after the submission date.

D. Each Respondent must submit their response electronically via the County’s eProcurement

Portal.

E. All pages must be submitted on standard 8.5 x 11-inch paper, numbered and identified sequentially by section. Responses must be organized and indexed as outlined in the

Response Requirements Section. It is imperative that all Respondents comply, exactly and completely, with the instructions set forth herein. All responses to this solicitation shall be type written or word-processed (except where otherwise provided or noted), concise, straightforward, and must fully address each requirement and question. Although not as a substitute for a complete written response, additional material, such as technical documents, may be referenced in any response if the material is included in the same section as additional information.

F. Responses are not to be marked as confidential or proprietary. The County may refuse to consider any Responses so marked. All Responses and supporting documents will be subject to the provisions of the California Public Records Act (California Code

Government Code 7920.000 et seq.) (PRA) and will be disclosed or withheld in accordance therewith. The County shall not be liable in any way for disclosure of any such records.

Additionally, all Responses shall become the property of the County.

Respondents should not request that certain information be treated as exempt, and statements in the Responses should not be marked as confidential or proprietary. In the event that any information is marked as confidential or proprietary, as it may be absolutely necessary, Respondents have the sole responsibility of obtaining any applicable injunctive reliefs to prevent the disclosure of such confidential proprietary information in connection with any request made to County pursuant to PRA or a subpoena for disclosure of such information.

G. Each Respondent shall exercise reasonable care and diligence to avoid submitting a

Response that could result in a conflict of interest if Respondent were to be selected. This obligation shall apply to the Respondent, the Respondent’s employees, agents, and relatives, sub-contractors, and third parties associated with accomplishing work and services in response. In the event Respondent has done work for the County on this Project in the past or has reason to believe that a conflict of interest may exist for Respondent in regard to this Project, Respondent should consult with its legal counsel prior to responding to this solicitation. Any Respondent who is found to have an actual conflict of interest may have its response rejected on that ground.

Respondent, its employees and/or consultants may be subject to the provisions of the

California Political Reform Act of 1974 (the “Act”), which (1) requires such persons to disclose any financial interest that may be materially affected by services provided under this Contract, (2) prohibits such persons from making, or participating in making, decisions that could reasonably affect such interest; and (3) may require the filing a Statement of

Economic Interest (Form 700).

If subject to the Act, Respondent shall conform to all requirements of the Act. Failure to do so shall constitute a material breach and is grounds for immediate termination of the

Contract by County. Respondent shall indemnify and hold harmless County for any and all claims for damages resulting from Respondent’s violation of this Section.

H. By submitting a response, the Respondent represents that it thoroughly examined the

County’s requirements, is familiar with the services required under this solicitation and is qualified and capable of providing the services to achieve the County’s objectives.

I. Each Respondent must submit its response in strict accordance with all requirements of this solicitation and compliance must be stated in the response. Deviations, clarifications and/or exceptions must be clearly identified and listed separately as alternative items on additional information section for the County’s consideration as specified in the

Response Requirements Section, “Statement of Compliance.”

Note: Allow sufficient time to upload all required files. The County’s eProcurement Portal will not allow any uploads after the due date and time specified herein, e.g., if Part 1 and 2 uploaded successfully at 1:58:38 P.M. and Part 3 is in progress of being uploaded at 2:00:01

P.M., Part 3 will not upload successfully.

J. Pre-contractual expenses are not to be included in the Cost Proposal, Attachment B, Pricing and Compensation. Pre-contractual expenses are defined as including, but not limited to, expenses incurred by the Respondent in: a) preparing the response to this solicitation; b) submitting that response to the County; c) negotiating with the County any matter related to the Respondent’s response; and d) any other expenses incurred by the Respondent prior to the date of award and execution, if any, of the Contract.

K. Any response may be construed as non-responsive and ineligible for consideration if it does not comply with the requirements of the solicitation, including but not limited to technical features, acknowledgment of receipt of addenda, and page number limits, etc. These are common causes for deeming a response non-responsive.

L. Where two or more Respondents desire to submit a single response to this solicitation, they must do so on a prime/subcontractor basis rather than as a joint venture. The County intends to contract with a single firm that may subcontract with multiple firms (team) but not with multiple firms doing business as a joint venture.

M. County does not require and neither encourages nor discourages the use of lobbyists or other consultants for the purpose of securing business.

N. The County requires a valid D-U-N-S number prior to Contract Award. If needed, your company may obtain one at no cost at www.dnb.com. If you are unable to provide/obtain a D-U-N-S number, please indicate so in your submission response.

O. The County requires a valid UEI number and full registration prior to Contract

Award. Your company must obtain one at no cost at www.usfcr.com. If you are unable to provide/obtain a UEI number, please indicate so in your submission response.

P. Effective from the issuance date of this solicitation until a Contract is awarded or the solicitation is withdrawn, all individuals or entities responding—including their employees, agents, representatives, proposed partners, subcontractors, members, lobbyists, or attorneys (collectively "Respondents")—are prohibited from engaging in any direct or indirect communication with County personnel involved in the selection process, except with the designated Deputy Procurement Agent (DPA). Respondents may continue conducting business with the County on matters unrelated to this solicitation and may communicate with County staff, provided the solicitation is not discussed. Any attempt to engage in discussion regarding this solicitation with anyone other than the designated DPA will be presumed to create an unfair competitive advantage and may result in disqualification.

Q. After the closing date and time for receipt of Responses, evaluation, and if requested by the County, interviews will commence. Respondents who submit Responses most responsive to the County’s requirements may be asked to give a presentation of their response to County staff. The County makes no guarantee as to the number of Respondents selected for interviews. Selected Respondents should be prepared to make its presentation within five (5) business days after notification and be prepared to discuss all aspects of its response in detail, including technical questions regarding the response. Respondents shall not be allowed to alter or amend its response through the use of the presentation process.

1.4 MINIMUM QUALIFICATIONS/REQUIREMENTS

Each respondent must have the ability to do business in Orange County, California and shall complete all required Vendor Response questions of the solicitation. Respondent's shall meet the following minimum requirements and qualifications to proceed to the evaluation process. Failure to have the ability to, upon County request, provide any of the items requested below may result http://www.dnb.com/ http://www.usfcr.com/ in disqualification of your response. These qualifications must be maintained during the term of any resultant Contract.

A. Respondent must demonstrate a minimum of five (5) years of experience providing

Public Relations Services equivalent to the services requested in this RFP.

B. Respondent must demonstrate a minimum of three (3) years of experience providing

Public Relations Services for a municipal public park organization.

C. Respondent must demonstrate each of their key personnel possess a minimum of three (3) years of experience each in providing public relations services equivalent to the services requested in this RFP.

D. Respondent must submit working examples of one press release and one newsletter for a municipal park organization.

E. Respondent must provide working examples of compiling media impressions into a monthly report.

1.5 EVALUATION PROCESS

Responses deemed to meet all minimum solicitation requirements will be scored based on the established evaluation criteria, and will be assigned points that measure the responsiveness to each identified criterion. The total number of points earned will be tallied for each response, based upon the Respondent(s) submitted written materials.

Responses shall be evaluated by an Evaluation Panel of job knowledge experts on the basis of the responsiveness to the requirements in this RFP. The County may request clarifications, or otherwise verify the contents of the response, including information about the Respondent, Contractors and sub-contractors.

The scoring is based on evaluation of the response as measured against the Scoring Criteria, which includes County of Orange Procurement Preference Policy, in accordance with Sections 1.8-103 and 4.3-112 of the 2024 County Contract Policy Manual (CPM). A copy of the 2024 CPM can be found at https://cpo.oc.gov/cpm. Responses will be evaluated from the most advantageous to the least advantageous to the County.

1.6 SELECTION/AWARD PROCEDURES

Upon the completion of the evaluation process, the Evaluation Committee will make a recommendation for an award to the County’s DPA. Final award determination shall be subject to reference checks and past performance.

The Model Contract contained herein this RFP is the Contract proposed for execution. It may be modified to incorporate negotiated items and other pertinent terms and conditions set forth in this

RFP, including special conditions and requirements and those added by addendum, necessary attachments and/or exhibits, and to reflect Respondent’s response and qualifications. Any https://cpo.oc.gov/cpm additional exceptions to the terms and conditions made by any Respondent after submission of its response may result in its elimination from further consideration.

Exceptions to the terms and conditions of the Model Contract or the statements regarding

Respondent’s inability to comply with any of the provisions thereof are to be declared in the response to the RFP in VENDOR RESPONSES - Statement of Compliance.

Negotiations may or may not be conducted with the finalist(s); therefore, the response submitted should contain Respondent(s) most favorable terms and conditions, since the selection and award may be made without further discussion or need for clarification. Any additional exceptions to the terms and conditions made by any Respondent(s) after submission of its response may result in elimination from further consideration.

The County will enter into negotiations with the selected Respondent and award a contract upon completion of negotiation of fees and contract terms. The award requires approvals by the County

Board of Supervisors.

If a satisfactory Contract cannot be negotiated in a timely manner, County, in its sole discretion, may terminate negotiations with the selected Respondent and begin negotiations with the next

Respondent.

1.7 RIGHTS RESERVED TO COUNTY

The County reserves the right to:

A. Make use of any information or ideas in the responses submitted.

B. Request response revisions and hold discussions and negotiations with any Respondent as necessary to serve the best interests of the County.

C. Seek publicly available information about the Respondents.

D. Conduct, or not to conduct, oral interviews and/or presentations with the highest-ranked

Respondent(s) and additional Respondents.

E. Waive, at its discretion, any procedural, non-material defects, irregularity, or informality, which

County deems correctable or otherwise not warranting rejection of the response that do not result in any unfair competitive advantage. Any waiver will not excuse a proponent from full compliance.

F. Verify and validate any information prior to Contract Award and during the entire term of the

Contract.

G. Negotiate the final Contract with any Respondent(s), including pricing/fee schedule, as necessary to serve the best interests of the County;

H. Withdraw or cancel in part or in its entirety this solicitation at any time without prior notice and furthermore makes no representations that any Contract will be awarded to any Respondent responding to this solicitation;

I. Award its total requirements to one Respondent or to apportion those requirements among two or more Respondents as the County may deem to be in its best interests;

J. Reject any response if it is conditional, incomplete or deviates significantly from the services requested in this solicitation; and/or

K. Request Best and Final Offer from any Respondent determined to be within the competitive range.

Unless requested by the County, late Best and Final Offers will not be accepted by the County for any reason. In addition, negotiations may or may not be conducted with Respondents.

L. Make multiple awards to Respondent(s) for services requested in this solicitation, at its sole discretion, to serve the best interests of the County.

M. Defer award of this Contract for a period of 180 days after the solicitation opening. During this period, Respondent shall guarantee the prices and terms quoted in their responses. The County and the responsive, responsible Respondent may mutually agree in writing to extend this deferral period.

Therefore, responses submitted shall contain the Respondent’s most favorable terms and conditions, since the selection and award may be made without discussion with any Respondent.

1.8 TITLE VI SOLICITATION NOTICE

The County of Orange, in accordance with the provisions of the Title VI of the Civil Rights Act of 1964 (78 Stat. 252, 42 USC §§ 2000d to 2000d-4) and the Regulations, hereby notifies all

Respondents that it will affirmatively ensure that any contract entered into pursuant to this advertisement, will be afforded full and fair opportunity to submit response to this solicitation and will not be discriminated against on the grounds of race, color, or national origin in consideration for an award.

1.9 DEPARTMENT OF THE TREASURY, INTERNAL REVENUE SERVICE FORM

W-9/W-8 REQUIREMENTS

Effective June 3, 2006, all Contractors, entering into a Contract with County, who are not already established in Countywide ERP System as an Auditor-Controller vendor, will be required to submit to County a federal Form W-9, or form W-8 for foreign vendors. County will inform

Contractor, at the time of award, if the Form W-9 or W-8 will be required.

In order to comply with this County requirement, within ten (10) days of notification of selection of award of Contract but prior to official award of Contract, the selected Contractor agrees to furnish to Contract administrator, or the Deputy Procurement Agent (DPA) the required W-9 or

W-8.

1.10 LEVINE ACT REQUIREMENT

Effective January 1, 2023, all contractors entering into a contract with the County, will be required to submit the Campaign Contribution Disclosure Form for any contributions made on or after

January 1, 2023. In order to comply with this requirement, Respondent agrees to furnish the required Campaign Contribution Disclosure Information form as a required submittal with its response. Failure to include the form as required will render the response nonresponsive.

SECTION 2. OCLSB AND DVBE PREFERENCE POLICIES CERTIFICATION

REQUIREMENTS

County of Orange Local Small Business (OCLSB) Preference and Disabled Veteran

Business Enterprise (DVBE) Preference Policies Certification Requirements

2.1 OCLSB:

Effective January 1, 2020, County of Orange Board of Supervisors adopted the OCLSB Preference policy. Implementation of the OCLSB Preference policy supports local businesses, the local economy and the development of the County’s tax base.

To be certified as a Local Small Business by the County of Orange, a business shall meet (1) and

(2) below:

A. Local Business Requirements:

1. Maintains their principal center of operations (i.e. headquarters) within Orange

County, and:

2. Has:

a. A business address located in the County of Orange that is not a post office box, or

b. A valid business license or certificate of occupancy issued by the County of

Orange or by an Orange County city, or other documentation acceptable to the

County of Orange.

B. Small Business Requirements:

1. Must be certified as a Small Business by the State of California Department of

General Services (DGS): and, C. Above requirements must be valid at the time of proposal submittal through the time of award of the contract. The terms and conditions of the contract shall additionally require the contractor to remain in compliance with the Local Business requirements (pursuant to subsection (a) above) through the term of the contract, including any extensions or renewals, and shall provide that contractor’s failure to comply may be construed by County as a material breach of the contract.

2.2 DVBE:

Effective January 1, 2021, County of Orange Board of Supervisors adopted the DVBE Preference policy.

The DVBE Preference policy supports local business opportunity, economy and the development of

County’s tax base, and in addition recognizes the service and sacrifice given by the men and women of our

Armed Forces.

To be certified as a Disabled Veteran Business Enterprise by the County of Orange, a business shall meet

(A) and (B) below:

A. Must be certified as a DVBE by the State of California Department of General Services (DGS);

and, B. DGS DVBE requirements must be valid at the time of bid/proposal submittal through the time of award of the contract.

To participate as an OCLSB and/or DVBE please read and follow the process outlined in COUNTY OF

ORANGE LOCAL SMALL BUSINESS (OCLSB) AND DISABLED VETERAN BUSINESS

ENTERPRISE (DVBE) CERTIFICATION REQUIREMENTS in the SUPPLIER RESPONSES.

*NOTE: DVBE PREFERENCE IS NOT APPLICABLE TO PUBLIC WORKS OR A-E

CONSTRUCTION PROJECTS.

2.3 OCLSB/DVBE CERTIFICATION REQUIREMENTS:

County Of Orange Local Small Business (OCLSB) Preference And Disabled Veteran

Business Enterprise (DVBE) Certification Requirements

A. To participate as an OCLSB and/or DVBE the following requirements must be met:

1. Must be certified with State of California the Department of General Services (DGS) as a Small Business. - https://caleprocure.ca.gov/pages/sbdvbe-index.aspx

2. Must be certified with DGS as a DVBE. - https://caleprocure.ca.gov/pages/sbdvbe-index.aspx

3. Maintains their principal center of operations (i.e. headquarters) within Orange

County.

4. Certification must be valid at the date/time solicitation is closed, and it shall remain in effect at the time of contract award. County reserves the right to verify and/or reject incomplete documents.

5. Complete and sign the Affirmation form attached herein. The signed Affirmation form and the OCLSB Certification are required and must be returned with the solicitation response.

B. OCLSB or DVBE Preference provides for the following:

1. Invitation for Bid – IFB

A five percent (5%) deduction in the original bid price shall be applied to all confirmed OCLSB or DVBE bidders for evaluation purposes. If the lowest bidder is a certified OCLSB or DVBE bidder, the contract will be awarded at the certified

OCLSB or DVBE’s original bid price. The maximum allowable preference deduction is $100,000.

2. Request for Proposal - RFP

a. No Cost - Any Request for Proposals that does not include cost as a scoring criteria shall instead apply the five percent (5%) or eight percent (8%) preference percentage pursuant to the eligibility requirements above to a scoring criteria in the RFP that makes up no more than twenty percent (20%) of the total RFP.

https://caleprocure.ca.gov/pages/sbdvbe-index.aspx https://caleprocure.ca.gov/pages/sbdvbe-index.aspx https://caleprocure.ca.gov/pages/sbdvbe-index.aspx

b. With Cost - An additional five percent (5%) shall be applied to the total cost of each certified OCLSB or DVBE to obtain their final score. If the final score of any OCLSB or DVBE matches the final score of a respondent who is not an

OCLSB or DVBE, preference shall be given to the certified OCLSB or DVBE. If two or more OCLSBs and/or DVBEs have the same final score, the County shall determine the contract award based on the County’s best interests.

Notwithstanding these preference procedures, the Orange County Board of

Supervisors reserves the right to award contracts in any other permissible manner in consideration of the County’s best interests.

C. Dual OCLSB and DVBE Preference provides for the following:

1. Business Certified as OCLSB and DVBE

If a State-certified OCLSB is also a State-certified DVBE, the preference given to that business shall be 8% instead of 5%.

D. Subcontractors

If bidder is submitting subcontractors to qualify for the OCLSB or DVBE preference, bidder must demonstrate through the Staffing Plan that 20% of the total bid amount is allocated to the OCLSB and/or DVBE subcontractor(s).

*NOTE: DVBE PREFERENCE IS NOT APPLICABLE TO PUBLIC WORKS OR A-E

CONSTRUCTION PROJECTS.

SECTION 3. PROTEST PROCEDURES

Any actual or prospective bidder or respondent who alleges an error or impropriety in the solicitation or award of a contract may submit a grievance or protest to Shannon Thoene at shannon.thoene@occr.ocgov.com, as set forth herein.

PROTEST PROCEDURES

All protests shall be typed under the protestor’s letterhead and submitted in accordance with the provisions stated herein. All protests shall include at a minimum the following information:

A. The name, address, and telephone number of the protestor;

B. The signature of the protestor or the protestor’s representative;

C. The solicitation or contract number;

D. A detailed statement of the legal and/or factual grounds for the protest; and, E. The form of relief requested.

Protest of Solicitation Specifications:

A. All protests related to solicitation specifications must be submitted to the Deputy

Procurement Agent (DPA), Shannon Thoene at shannon.thoene@occr.ocgov.com, no later than five (5) business days prior to the Closing Date of the solicitation. Protests received after the five (5) business-day deadline will not be considered by the County.

B. In the event the protest of specifications is denied, and the protestor wishes to continue in the solicitation process, the protestor must still submit a bid/response prior to the close of the solicitation in accordance with the solicitation submittal procedures provided in this solicitation.

Protest of Award of Contract:

A. Protests related to the award of a contract must be submitted to the Deputy Procurement

Agent, Shannon Thoene at shannon.thoene@occr.ocgov.com, no later than five (5) business days after the Notice of Solicitation Ranking Results is provided by the DPA.

B. Protests relating to a proposed contract award received after the five (5) business day deadline will not be considered by the County.

C. If the five (5) business day period expires without the receipt of a protest, the department may move forward with the contract award or if necessary, file the item for approval by the Board of Supervisors.

Protest Process

A. In the event of a timely protest, the County shall not proceed with the solicitation or award of the contract until the DPA issues a decision on the protest.

B. Upon receipt of a timely protest, the DPA will, within ten (10) business days of receipt of the protest, issue a decision in writing which shall state the reasons for the actions taken.

C. The County may, after providing written justification, make the determination that an immediate award of the contract is necessary to protect the substantial interests of the

County. The award of a contract shall in no way compromise the protester’s right to the protest procedures outlined herein.

D. If the protestor disagrees with the decision of the DPA, the protestor may submit a written appeal to the County Procurement Officer requesting an appeal to the

Procurement Appeals Board, in accordance with the process stated below.

APPEALS PROCESS

A. If the protestor wishes to appeal the protest decision of the Deputy Procurement Agent, the protestor must submit, within three (3) business days from receipt of the Deputy

Procurement Agent’s decision, a written appeal to the Office of the County Procurement

Officer.

Written appeals must be sent by mail to the address below with a courtesy copy by email;

County of Orange/County Executive Office

County Procurement Office

400 W. Civic Center Drive, 5th Floor

Santa Ana, CA 92701

Attn: County Procurement Officer

CPOAppeals@ceo.oc.gov

B. Within fifteen (15) business days, the County Procurement Officer will review all materials in connection with the appeal, assess the merits of the protest and provide a written determination that shall contain his or her decision on whether the appeal shall be forwarded to the Procurement Appeals Board.

C. The decision of the County Procurement Officer on whether to allow the appeal to go forward will be final and there shall be no right to any administrative appeals of this decision.

SECTION 4. SCOPE OF WORK

4.1 INTRODUCTION

Orange County Parks (“OC Parks”), a division of the County of Orange (“County”) OC

Community Resources (“OCCR”), identified Contractor, after a competitive solicitation, as a qualified firm to provide public relations to produce a comprehensive public communications and outreach program for the OC Parks.

OC Parks’ Mission Statement:

“We preserve and enhance OC Parks' natural and cultural resources for recreation, education and exploration.”

4.2 BACKGROUND

OC Parks operates and maintains nearly 60,000 acres of parks and open space, including regional, wilderness, historical and coastal parks. Parks today face increasing competition for the public’s attention, particularly the attention of younger visitors. OC Parks needs to reach out to residents of all ages to educate them about the County park facilities available to them and to promote the fitness and educational benefits its facilities offer.

mailto:CPOAppeals@ocgov.com

OC Parks is looking for fresh ideas to appeal to residents and visitors of all ages and to grow its customer base. OC Parks offers a variety of outdoor recreational opportunities including, but not limited to, wilderness hikes; campgrounds; world-class mountain biking; nature centers;

nationally recognized historic sites; fishing; surfing and more. Whether a visitor comes to jog or camp; a family holds a reunion at a park or meets friends at the beach, OC Parks offers everything you need to make every day a great one.

4.3 OBJECTIVES

Contractor shall work with County to support continuous and effective communication to OC

Parks customers, including residents of and visitors to Orange County. This will be done through press releases, media outreach, social media and through the development of new strategies and materials to reach as many people as possible. The effectiveness must also be measured through traditional, nontraditional and social media tracking reports. The contractor is required to provide communications that are accessible to individuals with diverse sensory abilities.

4.4 ACCESSIBILITY

Contractor shall be responsible for using best practices and County-approved platforms to create content that meets all County, state and federal regulations for creating and disseminating accessible digital content for persons with disabilities. Accessible content shall include, but is not limited to, content for approved County website and social media pages, documents, presentations, videos and other content on behalf of OC Parks as needed. Contractor shall share recommendations with County staff on current trends and best practices to best create and disseminate accessible digital content.

4.5 TASK AND DELIVERABLES

The Contractor shall provide the following tasks and deliverables as needed by County during the term of the Contract.

Contractor shall work with OC Parks in support of the Communications Division’s efforts. These efforts will be executed in conjunction with OC Parks Public Information Officer by developing press related material, strategizing media communication (both traditional and nontraditional media), social media strategy, media pitching, managing media-related events and activities, and the monitoring and reporting of media communication.

4.6 COMMUNICATIONS/PUBLIC RELATIONS PLAN

Contractor shall create and present an annual Communications/Public Relations Plan with measurable outcomes.

Contractor shall identify target messaging.

Contractor shall identify and maintain media outlets (traditional and nontraditional).

4.7 MONTHLY REPORTS

Contractor shall generate monthly communications reports using Contractor’s media monitoring service account and OC Parks’ search terms.

Contractor shall present results in monthly reports using data from media monitoring service agreed upon in writing between the County and Contractor.

Contractor shall use media tracking services including eNews, web and print monitoring. There shall be publicity values which estimate the price that professional media buyers would pay for that amount of exposure for that particular outlet and which provide a numeric value that allows you to compare the value of one article to another.

Contractor’s media tracking services shall include analytics and charting ability to create charts, graphs and reports that assess the frequency, reach, tone, media mix and publicity value for all coverage.

Contractor’s media tracking services shall be able to supply a monthly communications report including: broadcast, print, Internet news, and social media; impressions and media value; and summary of month’s public relations activities.

Should OC Parks and/or the Contractor wish to change the media monitoring service, Contractor shall provide a written quote and obtain authorized County approval. Contractor under no circumstance shall provide any commodities without prior written authorized County approval.

Additional services may be added or deleted at any time with no penalty to the County.

4.8 MEDIA SUPPORT

The Contractor shall serve as liaison between media and OC Parks when necessary, in conjunction with the OC Parks Public Information Officer.

The Contractor shall provide on-site media support and coordination as needed.

The Contractor shall serve as backup to parks Communications staff as needed.

The Contractor shall draft media talking points as needed.

4.9 PRESS RELEASES AND FOLLOW-UP

The Contractor shall write, distribute and follow-up on monthly OC Parks event calendar press releases.

The Contractor shall write, distribute and follow-up on a maximum of 45 event/announcement press releases annually.

The Contractor shall pitch stories, events and other promotional content to news media outlets for coverage on behalf of OC Parks, including but not limited to print, digital and social media outlets.

The Contractor shall create press kits that may contain but are not limited to photos, videos and graphics to be distributed to news media outlets.

4.10 NEWSLETTERS

The Contractor shall issue external newsletters at least once a month, but no more than 24 a year.

The Contractor shall assist with gathering and writing content; format and lay out content into newsletter for distribution; and distribute as needed to existing subscribers, including OC Parks staff, and aid with collecting new subscribers.

The Contractor is also expected to issue internal newsletter to employees bi-monthly by facilitating the format and content layout into a newsletter for distribution.

4.11 PHOTOGRAPHY SERVICES

The Contractor shall provide photography services and facility-based photography as needed for events, programs and other promotional purposes for a maximum of up to 45 occurrences.

4.12 VIDEO SHOOTING AND EDITING

The Contractor shall provide video filming and editing services as needed to produce short (up to

10-minute) videos for events and other promotional/educational purposes, for a maximum of 45 occurrences.

The Contractor shall research and write video scripts upon request. All scripts must be given final approval by the OC Parks Communications Manager, Public Information Officer or designee prior to production of video content.

4.13 GRAPHIC DESIGN SERVICES

The Contractor shall provide graphic design services as needed, including but not limited to:

graphics and infographics for social media, graphics and infographics for OC Parks website, graphics and infographics for external and internal employee newsletters, design and graphics for printed materials (e.g. flyers, brochures, training manuals, presentations, etc.), templates for print collateral materials, and additional graphic needs as requested.

4.14 ASSISTANCE WITH SOCIAL MEDIA

The Contractor shall serve as backup to OC Parks Communications staff for creating and/or publishing social media posts to Facebook, Instagram and X (formerly Twitter) or other sites approved for County use as needed, for a maximum of up to 40 posts per year.

The Contractor shall create short social media videos (e.g. Reels and Stories) as needed, for a maximum of up to 52 videos annually and administer social media-based contests and/or campaigns as needed.

The Contractor shall research and write social media video scripts and posts. All scripts and social media content must be given final approval by the OC Parks Communications Manager, Public Information Officer or designee prior to production and posting on approved social media platforms.

The Contractor shall provide insight on current social media trends as needed.

The Contractor shall research other social media platforms and provide recommendations on current trends to best reach a broad demographic.

The Contractor shall only use social media scheduling and posting application(s) that are approved by OC Parks in writing. Should OC Parks and/or the Contractor wish to change the social media scheduling and posting application(s), Contractor shall provide a written quote and obtain authorized OC Parks approval.

The Contractor shall assist with creating new social media pages on new, innovative platforms, as needed.

The Contractor shall pitch content ideas and campaigns organized in a calendar format

The Contractor shall monitor and report relevant metrics on all social media platforms as needed.

The Contractor shall provide a report of relevant metrics on all social media platforms, including media coverage upon request.

4.15 PURCHASING AND PLACING ADVERTISING

The Contractor is required to identify cost-effective advertising opportunities for selected events, then purchase and place the ad, at a cost not to exceed $10,000; place, execute and manage campaigns; develop consistent ad campaign creative; and print, web, social media and radio.

4.16 DATA AND DOCUMENTATION

OC Parks and County shall have final ownership and rights to all data, documents, copy and images generated by this scope of work for unrestricted use by OC Parks and County.

4.17 MEETINGS

Contractor shall attend or present at meetings as required by OC Parks.

4.18 APPROVAL OF WORK

All services shall be reviewed by County Project Manager or designee, and they will issue final approval on all work, including a requirement for the County’s written approval prior to publication of any materials under this Contract, including, but not limited to, publication of any press releases, newsletters, website material, or social media material.

4.19 ADDITIONAL SERVICES

County, at its discretion, shall have the option to request additional services to support public relations as needed. Contractor must obtain County Project Manager’s written approval prior to commencing any additional services.

Additional services may include but are not limited to designing, drafting and/or procuring interpretive installations and presentations.

Upon completion of any additional services, County’s Project Manager or designee will review the services and products provided. Upon mutual acceptance of the additional services, Contractor shall remain responsible for all services originally covered under this Contract and performed under this section.

SECTION 5. SCORING CRITERIA

Phase 1 - Written Response Scoring: 500 points maximum

Phase 2 - Presentation/Interview Scoring: 300 points maximum

Phase 3 - Cost Proposal: 200 points maximum

5.1 PHASE 1

No. Evaluation Criteria Scoring Method Weight (Points)

1. Firm’s Background, Qualifications &

Experience

A. Company Background and Data

1. Include an overview of firm and brief description of the firm’s history including:

a. Length of time in business;

b. Services provided relevant to the RFP;

c. Describe the Respondent’s experience in performing work of a similar nature to that solicited in this RFP;

and

d. List certifications and/or affiliations that may be relevant to this RFP.

2. Provide the following information:

a. Name and title of person(s) authorized to bind the

Respondent;

b. Main office address; and

c. Telephone number

3. List any previous or current contracts with the County of

Orange within the last five (5) years. Include:

a. Agency/Department name, address and contact person;

b. Contract Number; and

c. Contract Amount

4. Provide a general description of the firm’s prime contractor (if applicable, subcontractor’s) financial condition and identify any conditions (e.g., bankruptcy, pending litigation, planned office closures, or impending

Points Based 175 (35% of Total) merger) that may impede

Respondent’s ability to complete the services.

B. Experience

1. Respondent must demonstrate a minimum of five (5) years of experience providing Public

Relations Services equivalent to the services requested in this

RFP.

2. Respondent must demonstrate a minimum of three (3) years of experience providing Public

Relations Services for a municipal park organization.

3. Descriptions of at least three (3) recent similar projects that the firm has completed with the public sector:

a. Include project name, date, and location;

b. Include client name and describe the scope of work;

c. Describe any obstacles encountered and project outcome; and

d. Describe, including experience with successfully coordinating and maintaining project schedules while staying on budget.

4. Provide examples of reports and graphics prepared for the public sector.

5. Describe additional relevant information concerning the services offered in this RFP that it considers important in evaluating its services.

2. Key Personnel/Proposed Staffing

A. Respondent must demonstrate each of their key personnel possess a minimum of three (3) years of experience in providing public relations services equivalent to the services requested in this RFP.

B. Describe the Respondent’s team that is being proposed for the project which includes completing the Key

Personnel/Staffing Plan located in the

Vendor Responses section. Provide a brief background of each team member’s experience and the roles and responsibilities they will play in the project.

C. Team organization including an identification of the lead Contractor, project manager, and key personnel who will be working on the project.

An organizational chart and description of the project team may be included. Key members of the project team should be included in the organizational chart.

D. Clearly identify the prime contractor and any sub-contractors or sub-consultants, if relevant, and the general roles of each on the project.

E. A statement of qualifications for all team members including resumes and educational background. One-page resumes of all key personnel should be provided (one page per person).

The office locations of each team member should be specified on the resumes. The submittal should, as a part of the information provided for subcontractors, include the names, locations, and general roles of the project team members.

Points Based 150 (30% of Total)

3. Quality/Effectiveness of Work Plan/Project

Approach

A. Provide an outline, detailed description of the process, and a comprehensive timeline for accomplishing the services outlined in the Scope of Work.

B. The Respondent should document a clear understanding of the scope of services.

C. The Respondent should describe the current challenges and opportunities specific and how your company is best suited to assist the County in facing those challenges and opportunities.

D. An explanation of how the

Respondent will adhere to the scope of work narrative including an explanation of the following:

1. An indication of your understanding of the project.

Other factors that may be relevant to the requested services.

E. Respondent must submit working examples of the one press release and one newsletter for a municipal park organization.

F. Respondent must provide working examples of compiling media impressions into a monthly report.

G. The Respondent should create a

Project Management Plan for each project listed below incorporating the staff involved, their estimated hours to complete a project. Please create

Project Management Plan for:

1. Drafting and disseminating a press release;

2. Creating and posting a one-minute social media reel; and

Points Based 125 (25% of Total)

3. Designing a longer-format 3-minute promotional video, including script writing and location scouting.

4. Organization/Completeness of Response

A. Response demonstrates understanding of project and objectives as it relates to the scope of work.

B. Response demonstrates requirements are addressed and adhered to.

C. Response is complete, comprehensive, and well-organized.

Points Based 25 (5% of Total)

5. Compliance with the County Model

Contract

*Note: Respondents submitting exceptions to the County Model Contract of this RFP, will receive a score of “0” for this criterion.

Points Based 25 (5% of Total)

5.2 PHASE 2

1. Presentation/Interview Scoring Format: 300 points maximum

County reserves the right to conduct, or to not conduct, oral interviews and/or presentations with the highest-scored Respondent(s). The decision whether to conduct oral interviews/presentations rests solely with

County and the decision of the DPA is final.

Respondents shall be ready to attend interview within fifteen (15) calendar days of notification.

Any inquiry to determine the responsibility of a

Respondent to this RFP may be conducted.

Respondent agrees that the submission of a

Response is permission by Respondent for

County to verify all information contained therein. If County believes it necessary, additional information may be requested from

Respondent. The County may also send written questions and ask for written responses within five (5) business days. Failure to comply with any such request may disqualify a Respondent from further consideration. Respondents must be prepared to discuss all aspects of their Response in detail, including technical questions.

Respondents will not be allowed to alter or amend their Response through the use of the presentation process.

NOTE: If interview/presentations are not conducted, the Written Response shall account for 800 total points of the scoring.

Points Based 300 (100% of Total)

5.3 PHASE 3

1. Cost Proposal

The Response with the lowest cost receives the maximum points allowed for this criterion. All other proposals receive a percentage of the points available based on their cost relationship to the lowest-priced Response.

Should any Preference Policies apply, the

Preference Policy Applicable to Cost Proposal criteria will be scored.

Points Based 200 (96.2% of Total)

2. Preference Policy Applicable to Cost

Proposal

A. Request for Proposal (RFP):

An additional five percent (5%) shall be applied to the tallied cost score of each certified OCLSB or DVBE to obtain their final score. If the final score of any OCLSB or DVBE matches the final score of a non-

OCLSB or non-DVBE, preference shall be given to the certified

OCLSB. If two or more OCLSB or

DVBEs have the same final score, the

County shall determine the contract award based on the County’s best interest.

B. Dual OCLSB and DVBE Preference provides for the following:

1. Business Certified as OCLSB and DVBE If a State-certified OCLSB is also a State-certified DVBE, the preference given to that business shall be 8% instead of 5%.

C. Subcontractors:

If bidder is submitting subcontractors to qualify for the OCLSB or DVBE preference, bidder must demonstrate through the Staffing Plan that 20% of the total bid amount is allocated to the OCLSB and/or DVBE subcontractor(s).

*NOTE: DVBE PREFERENCE IS NOT

APPLICABLE TO PUBLIC WORKS OR A-E

CONSTRUCTION PROJECTS.

Points Based 8 (3.8% of Total)

SECTION 6. VENDOR RESPONSES

Responses must be prepared simply and economically, providing a straightforward, concise description of capabilities to satisfy the requirements of this RFP. Emphasis should be on completeness and clarity of content with sufficient detail to allow for accurate evaluation and comparative analysis. Response (Part 3) shall not exceed the 30 Page Maximum Page Limit.

No Exceptions.

Note:…