RFP_23-04_Addendum_1_Written_Questions_and_Answers.pdf
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- Solicitation number
- 0000031214
- Issued by
- California
About this file
This document is an Addendum to RFP 23-04 issued by the California Coastal Commission for a Whale Tail License Plate and Protect Our Coast and Oceans Fund Marketing Campaign Service. The RFP has a total estimated budget of $495,000 for a two-year contract period with an optional one-year extension. The selected vendor will be responsible for creating a statewide marketing campaign to promote the Whale Tail license plate and the Protect Our Coast and Oceans Fund. The RFP does not specify a set allocation for paid media expenses, and there is no predetermined breakdown between Whale Tail and Protect Our Coast and Oceans Fund marketing. The incumbent vendor is Loma Media, and the selected vendor will be expected to create original creative content for the campaign. While the RFP does not have a page limit for proposals, the deadline is firm, and no extensions will be granted. The State of California can do business with vendors located in other states, but payments cannot be made in Canadian currency or checks sent to Canadian addresses.
The RFP budget includes the media spend, and the total funding available for Whale Tail marketing is $100,000 per year, while the Protect Our Coast and Oceans Fund marketing has a $65,000 per year allocation. The Commission can provide information on past campaign performance and sales/donation trends, but cannot share customer lists. Proposers are expected to determine the best way to allocate the budget between the two marketing efforts.
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STATE OF CALIFORNIA - NATURAL RESOURCES AGENCY GAVIN NEWSOM, GOVERNOR
CALIFORNIA COASTAL COMMISSION
455 MARKET STREET, SUITE 300
SAN FRANCISCO, CA 94105-2421
VOICE (415) 904-5200
WEB: WWW.COASTAL.CA.GOV
May 14, 2024
RFP 23-04, Whale Tail License Plate and Protect Our Coast and Oceans Fund Marketing Campaign Service
Issued by the California Coastal Commission
Addendum 1 Written Questions and Responses for RFP 23-04
This Addendum is to provide potential vendors with the written questions received, along with the California Coastal Commission’s responses to those questions.
1. Question: I would like to PRA with the California Coastal Commission to identify who the incumbent is for RFP 23-04 or an RFP or similar scope.
Answer: The incumbent is Loma Media.
2. Question: We understand the budget for each year, including the possible one-year contract extension, cannot exceed $165,000. Is there an anticipated percentage of each year's budget to be allocated toward paid media expenses? Is there an anticipated percentage breakdown in paid media between Whale Tail marketing and Protect Our Coast and Oceans Fund marketing?
Answer: There is not a set anticipated percentage to be allocated toward paid media expenses. It is up to the proposer to determine the best way to allocate the budget from their point of view.
Similarly, there is not a percentage breakdown in paid media between the Whale Tail marketing and Protect Our Coast and Oceans Fund marketing. However, as stated in the RFP, the total funding available for Whale Tail marketing is $100,000 per year, and the total allocated to Protect Our Coast and Oceans fund marketing is $65,000 per year.
3. Question: Is there an incumbent on this campaign, and if so, who is the incumbent?
Answer: Please see Question 1.
4. Question: Can we frontload Year 2 money to Year 1 if we need to in order to have a strong first year?
Answer: No, but funding not used each year can be carried over to the following year.
5. Question: Is there an incumbent?
Answer: Please see Question 1.
6. Question: Is there a current/any recently completed marketing campaign(s) you can share with us for reference of previous creative/strategy?
Answer: This is a link to a Dropbox folder that includes samples of past years’ campaign products.
Past Years' Marketing Samples
7. Question: Can we have access to original creative files?
Answer: There are files of samples of past years’ campaigns in this Dropbox folder.
8. Question: We understand this is a statewide campaign, but are there any specific coastal regions or cities that are prioritized?
Answer: Not really. We have some historic data that shows strong markets in coastal cities, especially southern California, the Bay Area, and Santa Cruz.
9. Question: Do you have any specific demographic information for your audience(s)?
Answer: Mainly geographic. As mentioned above, both Whale Tail and POCO do best in coastal counties, especially in southern California, the Bay Area, and Santa Cruz.
10. Question: In the RFP document it is stated that the estimated amount to support the services is $330,000 for the two-year contract period with an additional optional extension year at $165,000 for a total of $495,000 (or less). To clarify, does that $330,000 (or $495,000) include the agency budget? Or is this amount for the ad spend and any agency fees are separate?
Answer: The total funding for each year must cover the entire proposal budget including agency fees.
11. Question: Can we implement a pixel for retargeting efforts and comprehensive reporting on the website?
Answer: Yes.
12. Question: If awarded the contract, are you able to provide “customer lists” (i.e. sign up list of Whale Tail
Plate updates)?
Answer: No, we are not able to provide customer lists.
13. Question: Did the California Coastal Commission conduct any paid media for either of these campaigns previously? If yes, could you provide any visual examples as well as metrics that are deemed as successful?
Answer: This is a link to a Dropbox folder that includes samples of past years’ campaign visuals.
14. Question: If awarded the contract, are you willing to provide access to historic campaign performance (if any available)? This will help inform our strategy.
Answer: We can provide information on sales/donation trends etc.
15. Question: Is there any existing creative content (photo, video) that will be provided to the agency, or does content creation need to be handled by the agency?
Answer: Creation of creative content needs to be handled by the contracted agency.
16. Question: If agency is to handle content creation, is that part of the estimated amount to support the services ($330,000/$495,000) or will any creative development fees be separate?
Answer: It is part of the amount to support the services ($330,000/$495,000).
17. Question: Is there a page limit for the proposal?
Answer: No.
18. Question: Could we request an extension to the submission deadline?
Answer: No, the deadline is firm.
19. Question: Do you have an incumbent and would they be participating in this RFP?
Answer: Please see Question 1. Unknown if they are participating in this RFP.
20. Question: Could we request an electronic submission in light of the lifting of all delivery guarantees from all the courier companies?
Answer: No.
21. Question: Could you let us know if you have a local preference or are you open to a Canadian agency that has done similar work with clients across the United States, with some currently being the States of California, Colorado and Wyoming?
Answer: The State of California can do business with vendors located in other states; however, the state is unable to make payments in Canadian currency or send checks to Canadian addresses.
22. Question: I have a copy of the RFP but was unsure if we needed to register on a portal to receive the Q&A responses.
Answer: This addendum with the written Q&A will be posted on Caleprocure and also will be directly emailed to all vendors who submitted questions.
23. Question: Does the RFP budget include the media spend [the actual media purchase to run the advertising]? And if possible, could you reply to that inquiry sooner rather than later? If it does include media, we would not be the right fit budget-wise and would want to respect everyone’s time. If it does not include media, the media spend budget would be helpful to know as well.
Answer: Yes, the RFP budget includes the media spend. We were unable to respond sooner as all responses must be provided at the same time to all vendors.
24. Question: For the "sample creative theme" mentioned, are you seeking original creative content specifically developed for this proposal, or would previously developed creative samples be acceptable?
Answer: Original creative content developed for this proposal.
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