Q_A__RFP__411_Media_Buy_Services.pdf

Questions and Responses, RFP #411 - Media Buy Services

Bidder Question DCSS Response

1. What is the name of the incumbent vendor(s) providing these services?

There is no contract at this time.

2. At what level do you require public relations services?

The need is briefly mentioned on Page 4, Section 1, Paragraph 1, but no further information was provided in Exhibit A.

Page 4, Purpose and Description of Services

We are hoping for work in an advisory capacity – effectiveness of channels, recommending actions for specific audiences, etc.

3. Will identified Subcontractors need to provide past work experience or letters of reference?

Page 4, Minimum Qualifications

No.

4. Please provide a list of acceptable documents for substantiation of requirement.

Page 5, Minimum Qualifications, F. “The bidder must have lines of credit...”

To demonstrate a line of credit, bidders can submit documents such as a bank statement showing the lines of credit availability, a letter from a bank confirming the line of credit, etc.

5. Will proposers be permitted to redact this information before the public release of RFP responses?

Page 5, Minimum Qualifications, F. “The bidder must have lines of credit...”

Proposers can redact company information/account numbers on any documents provided to meet this minimum qualification.

In addition, DCSS will redact specific account numbers in the event of a PRA request.

6. How to measure success? What are the KPIs?

Exhibit A, Scope of Work, 1 & 2

KPIs will vary with each campaign depending on goal, audience, channel, etc.

7. Will proposer be expected to bring in a creative team?

Exhibit A, Scope of Work, 2. B. Purpose

No. All creative to be provided by DCSS.

8. Can you expand on the current process for the media buy requests?

Exhibit A

Every local office and DCSS have to establish their own contracts with each vendor – outdoor, digital, cable, etc.

This contract will streamline statewide media buying into one contract.

9. Can you share the typical timelines from initial media request to a campaign live date?

Exhibit A

That depends on the campaign, the channel requested, the goal of the campaign, etc. Vendor recommendations and suggested deadlines are invited during that process.

10. How many media buy requests are expected during the course of a contract year?

Exhibit A

Anywhere from five to five dozen or so. Not expecting hundreds.

11. DCSS’ objectives are to increase public awareness of the ongoing legislative changes affecting the child support services in California. As such, can you confirm:

○ KPIs (Key Performance Indicators) used by DCSS (e.g., Reach, Site Traffic).

○ How will success be measured in 2025 and beyond?

Exhibit A

KPIs can include but are not limited to: Reach, Site Traffic, Engagement, Case Openings, Calls/Inquiries Forms Submitted, etc. It will vary with each campaign.

12. Can you expand on how many campaigns are expected to be statewide vs. county-level? Are there priority counties that require greater media support? If so, what are those?

Level of involvement for each county will depend on county outreach budget. There may be efforts larger than one county but smaller than statewide (i.e. Bay Area)

13. Will media campaigns direct audiences to statewide or county-level websites?

The vast majority of campaigns will direct audiences to the State website

14. Will we be able to pixel multiple site action(s) on the

DCSS site aligned to buy requests?

Yes

15. Will we receive access to Google Analytics and to 1st party data?

Exhibit A

Yes

16. Is the DCSS interested in local media/community events?

Exhibit A

Some counties will be very interested

17. Are there DCSS Subject Matter Experts (SMEs)? Also, are there multilingual PR/spokespeople for DCSS that can be leveraged for Earned Media opportunities?

Exhibit A

Yes, and yes.

18. Can you confirm if creative assets will be developed ahead of time of a media request, including in-language assets? Will the creative assets be customized for each request?

Exhibit A

Yes, and yes.

19. Can the agency make recommendations for resizing or for new units based on the final media plan?

Exhibit A

There can be no increase to the total budget in this contract, but recommendations for resizing and for budgets in future contracts are welcomed.

20. Please confirm if Subject Matter Experts (SMEs) will be available for outreach and presentation efforts, both fluent in English, Spanish and other languages.

Exhibit A

Yes

21. Does DCSS expect each media campaign request to have a PR component?

No

22. What types of research studies have been conducted in the last 12 months?

Exhibit A

None

23. What research methods have been used? (Quant vs qual)

Exhibit A

N/A

24. What does your existing research measure? What were its objectives?

Exhibit A

N/A

25. What is the unit of analysis (gender, ethnic/racial, age, county, etc.) for your existing research?

Exhibit A

N/A

26. Is there a page limit to the technical response?

Page 14, Proposal Format

No page limit.

27. Please name the incumbent company that had the contract for the past 3 years? N/A

28. Who is the incumbent? N/A

29. Are there incumbent companies to this type of work ? No.

30. Will there be any creative ask of the agency? No.

31. Is there a specific format you'd like to see the RFP proposal in?

Any RFP format requirements can be found in Section 11, Proposal Format.

32. Are you able to share any research on brand awareness, reputation, engagement, consumer profile, campaign metrics?

Yes, with the successful bidder, but not prior to RFP response.

33. Will DCSS be providing any specific media buying preferences (e.g., preferred media channels, geographic focus, etc.), or will the bidder have flexibility in recommending strategies?

Both, but DCSS will welcome recommendations from the contractor.

34. Could you clarify the primary communication goals for this media campaign? Is the focus more on awareness, engagement, behavior change, or a combination of these?

A combination of these depending on the campaign.

35. What key performance indicators (KPIs) or metrics will be used to measure the success of the media campaigns? Are there specific reporting requirements or templates you prefer for tracking media placement and effectiveness?

Duplicate

36. Will DCSS be involved in the creative development process or solely in media buying and PR execution?

What level of creative collaboration, if any, is expected?

DCSS will produce all creative assets. Vendor opinions will be welcomed but no billable creative.

37. Is there a preference for working with traditional media (TV, radio, print) vs. digital platforms (social media, Google, YouTube)? If so, what is the preferred breakdown of traditional vs. digital media for the campaigns

There will be many types of media requested, based on campaign goals, best practices and county preference.

38. Will the agency be able to recommend and/or choose the optimal media mix/channels? Yes