Q___A_._2023-OPA-000155.pdf

Department of Financial Protection and Innovation

RFP # 2023-OPA-000155

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April 18, 2024

Request for Proposal (RFP) 2023-OPA-000155 Paid Media and Creative Support for Student Loan Support

Network

Reponses to Questions

Question ID Question

Could you please provide clarification on the specific Key Performance Indicators (KPIs) that will be used to measure the effectiveness and success of the communications campaign outlined in the RFP?

Additionally, are there any specific targets or benchmarks associated with these KPIs that we should be aware of?

A

Key Performance Indicators for this campaign will focus on awareness of the Student Loan Empowerment (SLE) Network and people entering the network funnel for services. We are still finalizing specific target numbers, but campaign effectiveness will be measured by paid media impressions (statewide and in specific areas), conversions (visits to the network website, people completing the network intake form), and total people served through the network.

Task 3.2: Leverage previously developed community partnerships for media planning and placement.

Can you please provide more information about these community partnerships and how they’ve been leveraged in the past for media planning and placement?

(35)

A

DFPI regularly uses partnerships with non-profit organizations, consumer advocates, and local and state government entities to help amplify messaging.

We will provide access to our existing partnership network and encourage vendors to suggest additional community-based partner connections to amplify this campaign through targeted emails, media toolkits, etc. If vendors have established partnerships with community organizations, please describe how these partnerships might assist you in media planning and placement.

How many organizations have been granted for Stream 1 and Stream 2? What types of services do they currently provide? What is the geographic distribution, and will their location(s) need to align with paid media planning?

A

The Student Loan Empowerment (SLE) Network consists of two Stream 1 grantees and 13 Stream 2 grantees. Stream 1 grantees provide network coordination, training, and evaluation. Stream 2 grantees provide either general student loan borrower support or specialized student loan borrower support for more complex cases. The organizations are located across the state of California. Paid media planning should focus on a broad, statewide reach.

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What is DFPI’s plan to develop a consumer facing SLE Network website? Will proposers need to plan to contribute to design and development of the site? Will UI/UX testing be required?

A

The SLE Network Coordinator is currently developing the SLE Network website.

Proposers will not be responsible for contributing to design and development of the website, nor will UI/UX testing be required.

In section 3.4.6 Grounds for Rejection it states the proposal shall be rejected if “…Proposer does not comply to Section 5.4. Executive Order N-6-22 Russia Sanctions. Is there an attachment that needs to be filled out for this? If not, how do you want proposers to indicate they do comply?

A

There is no specific attachment that needs to be filled out for this requirement.

DFPI will conduct a thorough search to verify compliance with the sanctions list provided on the website-https://sanctionssearch.ofac.treas.gov/

6 Is a wet signature needed, or will an electronic signature suffice?

A An electronic Signature will suffice.

Why are you issuing this RFP at this time? Are there any special circumstances?

We are issuing this RFP at this time to ensure timely execution of the contract, with the anticipated completion by the end of June 2024.

The timing of the public launch of the SLE Network in early June will tentatively require an initial phase of the paid and earned media campaign managed and paid for with resources outside of this contract.

- Paid Media Phase 1 – Covering public launch of the network and initial build-up period (June-August 2024) *Managed outside of this contract.

Will not impact the budget for this contract.

- Paid Media Phase 2 – This phase is covered by this contract. Phase 2 will expand on the initial phase 1 campaign paid media. We will share all assets from phase 1 at the time of contract execution to ensure smooth transition to the phase 2 paid media campaign.

8 Is this a new effort for CA DFPI or the continuation of existing program?

A This is a new effort for CA DFPI.

9 Is there a budget range or ceiling established for this project？ A This contract shall not exceed $350,000.

10 Are there any regional priorities in terms of paid media?

A

Paid media is expected to have a broad, statewide reach. Paid media may be targeted in areas of the state with higher populations of Californians with student loans. Proposers should recommend a media mix that maximizes reach and drives KPIs.

Is there pre-approved campaign messaging that should be considered with this proposal? Are there core messages to communicate?

A

Campaign messaging is still being finalized but will be provided to the vendor upon selection. Core messaging will focus on raising awareness of the SLE Network, the free student loan support services it provides, and driving people to the SLE Network website.

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Is there a need for regular status meetings or to support any milestone meetings? If so, will you please elaborate?

A

Yes, there is a need for regular status meetings and support of milestone meetings. Regular communication with DFPI is required to ensure mutual campaign objectives are being met. Proposers will be expected to facilitate these meetings and communicate key action items for the vendor and DFPI.

Are there any ongoing campaign efforts that need to be accounted for with this proposal? Will they be subtracted from the anticipated budget?

A

The timing of the public launch of the SLE Network in early June will tentatively require an initial phase of the paid and earned media campaign managed and paid for with resources outside of this contract. Paid media for this initial phase will not be subtracted from the anticipated budget.

- Paid Media Phase 1 – Covering public launch of the network and initial build-up period (June-August 2024) *Managed outside of this contract.

Will not impact the budget for this contract.

- Paid Media Phase 2 – This phase is covered by this contract. Phase 2 will expand on the initial phase 1 campaign paid media. We will share all assets from phase 1 at the time of contract execution to ensure smooth transition to the phase 2 paid media campaign.

14 Is there any pertinent research available?

A

DFPI will provide conducted research, results and data from previous campaign efforts targeting Californians with student loans, and access to DFPI and SLE Network subject matter experts to support development of messaging and creative and strategy for media planning and placement.

15 Is there any targeting, demographic, or psychographic data available?

A

DFPI will provide conducted research, results and data from previous campaign efforts targeting Californians with student loans, and access to DFPI and SLE Network subject matter experts to support development of messaging and creative and strategy for media planning and placement.

Is there an anticipated amount of media spend? (It's always hard to estimate creative costs and production allocations without a media plan).

A We anticipate that media spend (including vendor markup, planning labor, and media placement) will account for 85% of the total budget.

17 Is there an opportunity for additional budget if the campaign can support it?

A There is currently no opportunity for additional budget.

What is the $350,000 budget meant to cover?

1. Does this budget include agency fees and/or creative production?

2. Does this budget include all paid media costs and management fees?

3. And does it cover 2 years or is this the budget for each of two years ?

A The total budget is for two years and is inclusive of fees, production, and costs associated with the campaign.

In the chart on bottom of page 7-8, is this the required budget breakdown, or an example?

Is the media budget of 85% gross or net?

We charge 15% commission, which covers all planning, buying, management and reporting for the duration of the campaign.

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A

Proposers should follow the budget breakdown provided. Please include labor costs that are required to complete the tasks and deliverables described in the RFP. The inclusive media budget of 85% is gross and represents the portion of the total budget allocated specifically for media planning and placement before any deductions for commissions or vendor markups.

Can you provide us with a list of the organizations that are/will be part of the SLE Network initiative?

A A list of SLE Network organizations will be announced publicly in early June and will also be provided upon successful award of this contract.

What does campaign success look like for you, and what KPIs do you envision tracking?

A

Campaign success entails driving awareness of the SLE Network and increasing engagement with its services. KPIs will include tracking paid media impressions, monitoring conversions, and quantifying the total number of individuals served through the network. While specific target numbers are still being finalized, these metrics will gauge the effectiveness of the campaign in achieving our objectives.

Are there any geographic regions in CA with higher student loan default rates and if so, where are they located?

A

DFPI will provide previously conducted research, results and data from previous campaign efforts targeting Californians with Student Loans, and access to DFPI and SLE Network subject matter experts to support development of messaging and creative and strategy for media planning and placement.

While specific geographic trends are not available, research conducted by the Student Borrower Protection Center underscores the disproportionate burden of student loan debt on specific demographics, including women, low-income individuals, first-generation students, and borrowers from BIPOC communities.

"Proposers who qualify as a State of California certified small business will receive five percent (5%) preference points based on the highest responsible proposer’s total score"--do Micro businesses also qualify for the preference points?

A Yes, Micro Businesses qualify for the preference points.

24 Who is the target audience?

A The target audience is broadly all Californians with Student Loans.

25 When do you want be in market, and for how long?

A

The campaign is expected to be ready for market as soon as possible after contract execution. As mentioned in a previous answered question, there will be a phase 1 that covers the public launch of the network that will be managed and paid for outside of this contract. A successful vendor should plan for an expedited transition from phase 1 to phase 2 in August 2024 and the paid media campaign through this contract should extend for duration of the contract term (two years).

26 Do you have certain media channels in mind for this campaign?

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A

DFPI has found success and value in previous campaigns using digital paid media but expect proposers to recommend a media mix strategy for maximizing the reach and impact of the campaign.

The RFP mentions "traditional and non-traditional marketing" - Can you provide examples?

A

Traditional marketing may include tv, radio, digital, or place-based. Non-traditional marketing may include influencers, podcasts, or other creative approaches.

Do the Client References need to all come from the Prime or do you need a combination of prime/subcontractor references?

A DFPI has no specific requirements on this.

Would examples of creative work be sufficient for the Previous Work Projects requirement? If we are providing written examples/media plan examples, can we redact the client as much of that information is proprietary?

A

Examples of creative work are acceptable for the Previous Work Projects requirement, but we strongly recommend Proposers provide a variety of examples demonstrating your previous experience with each of the activities described in the RFP tasks and deliverables. Proprietary information can be redacted as needed.

Can you elaborate on what you are looking for in terms of percentage of time each team member will be available throughout the contract? Do you mean what percentage of the contract will they be involved in or what percentage of their time during the contract they would be available to DFPI?

A

The labor cost for each task performed by team members should constitute a certain percentage of the total contract amount proposed by the bidder. For instance, if the total bid amounts to $300,000, the labor cost allocated for Task 1 should be 2% of $300,000, which is $6,000.

Can you please elaborate on what you are looking for when asking for proposed methods of minimizing costs to the State in terms of where proposer/subcontractor offices are located?

A

We are seeking proposals that demonstrate a thoughtful approach to leveraging the geographic distribution of the Proposer’s offices to optimize efficiency and reduce expenses.

Can you verify the size of the font? On the Scope of Work document mentions 11 point font and on the RFP- Secondary document mentions 12 point font.

A The required font size is 12 pomt. The RFP will be amended accordingly

Are there any additional language requirements (such as Spanish, etc) for the advertising, messaging and communications channels?

A

There are no additional language requirements for this campaign, but Proposers are encouraged to offer recommendations on whether additional languages should be included in advertising and messaging. Proposers offering multilingual services will be highly valued should the need to reach non-English speaking borrowers arise.

Does your team anticipate the contractor to be supporting any pending litigation?

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A We do not anticipate the Proposer will support any pending litigation.

35 What is the reason for including a requirement for a court reporter on the team?

A This requirement was included due to a misunderstanding during the drafting process. The RFP will be amended to remove this requirement accordingly.

36 Is there an incumbent? If so, who?

A

There is no incumbent for this campaign. However, DFPI will be working with resources outside of this contract to complete some creative and messaging work ahead of the public launch in early June 2024, as well as phase 1 of the paid media campaign supporting the public launch.