RFP_23-04_WT_License_Plate___POCO_Marketing_Campaign_Svc.pdf

STATE OF CALIFORNIA— CALIFORNIA NATURAL RESOURCES AGENCY GAVIN NEWSOM, GOVERNOR

CALIFORNIA COASTAL COMMISSION

455 MARKET STREET, SUITE 300

SAN FRANCISCO, CA 94105-2219

VOICE (415) 904- 5200

FAX (415) 904-5400

TDD (415) 597-5885

WWW .COASTAL.CA.GOV

WHALE TAIL LICENSE PLATE AND PROTECT OUR COAST AND OCEANS FUND

MARKETING CAMPAIGN SERVICE

REQUEST FOR PROPOSAL (RFP) 23-04 Notice to Prospective Proposers

February 23, 2024

The California Coastal Commission, hereafter referred to as the State or the Commission, invites you to review and respond to this Request for Proposal (RFP), entitled RFP 23-04 for Whale Tail License Plate and Protect Our Coast and Oceans Fund Marketing Campaign Service. In submitting your proposal, you must comply with these instructions.

Note that all agreements entered into with the State of California will include by reference General Terms and Conditions and Contractor Certification Clauses that may be viewed and downloaded at https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services- Resources-List-Folder/Standard-Contract-Language. If you do not have internet access, a hard copy can be provided by contacting the person listed below.

In the opinion of the California Coastal Commission, this Request for Proposal is complete and without need of explanation. However, if you have questions, or should you need any clarifying information, the contact person for this RFP is:

Vickie Tse, Fiscal & Business Services Analyst California Coastal Commission

E-mail: Vickie.Tse@coastal.ca.gov

(415) 904-5200

Please note that no verbal information given will be binding upon the State unless such information is issued in writing as an official addendum.

Jessica Chan, Director Fiscal & Business Services

RFP Number 23-04

Table of Contents

A) PURPOSE AND DESCRIPTION OF SERVICE

1) BACKGROUND

2) GOALS OF CONTRACT

3) SCOPE OF WORK, DELIVERABLES, AND REPORTING TIMELINE

4) SUBCONTRACTORS

B) MINIMUM QUALIFICATIONS FOR PROPOSERS

C) PROPOSAL REQUIREMENTS AND INFORMATION

1) KEY ACTION DATES

2) PROPOSAL INSTRUCTIONS

3) SUBMISSION OF PROPOSAL

4) EVALUATION PROCESS

5) AWARD AND PROTEST

6) DISPOSITION OF PROPOSALS

7) AGREEMENT EXECUTION AND PERFORMANCE

C) PREFERENCE PROGRAMS

D) FORMS

ATTACHMENT 1 – PROPOSAL PACKAGE CHECK LIST

ATTACHMENT 2 – PROPOSAL/PROPOSER CERTIFICATION SHEET

ATTACHMENT 3 – PROPOSAL SUMMARY FORM

ATTACHMENT 4 – ITEMIZED COST PROPOSAL SHEET

ATTACHMENT 5 – PROPOSER REFERENCES

ATTACHMENT 6 – BIDDER DECLARATION FORM (Written) – GSPD-05-105

ATTACHMENT 7 – TARGET AREA CONTRACT PREFERENCE ACT (TACPA) FORMS

ATTACHMENT 8 – DARFUR CONTRACTING ACT FORM

ATTACHMENT 9 – CALIFORNIA CIVIL RIGHTS LAWS CERTIFICATION FORM

ATTACHMENT 10 - GENERATIVE ARTIFICIAL INTELLIGENCE (GENAI) DISCLOSURE &

FACTSHEET (REQUIRED)

EXHIBIT A – SAMPLE STANDARD AGREEMENT

A) PURPOSE AND DESCRIPTION OF SERVICE

The California Coastal Commission (CCC or “the Commission”) seeks a contractor to develop and implement marketing and public awareness campaigns for the Whale Tail ® License Plate and the Protect Our Coast and Oceans Fund. The purpose of the Whale Tail® campaign is to stimulate sales and build awareness of the Whale Tail® special interest license plates. This is a year-round campaign. The second campaign is to stimulate donations to the Protect our Coast and Oceans fund tax check off. This is a tax season campaign between February and May with possible activity in September/October for extension filers. The first campaign under this contract for the tax check off fund would be 2025.

The term of the contract will be two (2) years from July 1, 2024 to June 30, 2026, with the Commission having the option to amend the contract to extend for one (1) additional year period, July 1, 2026 through June 30, 2027, under the same terms and conditions and costs.

The estimated amount to support the services outlined in this document is $330,000 or less for the two-year contract period. The estimated amount for the additional optional extension year is $165,000 or less, for a total of $495,000 or less.

Contingent on budget authorization, the CCC anticipates that up to $165,000 per year will be appropriated in fiscal year 2024-25, 2025-26, and 2026-27 ($100,000 for Whale Tail® License Plate marketing and $65,000 for Protect Our Coast and Oceans Fund marketing). Funding for FY24-25 and FY25-26 are subject to the state budget process.

Funding for FY26-27 is subject to the state budget process and contingent on contract extension.

1) BACKGROUND

The Whale Tail® License Plate is an official “specialty” license plate issued by the Department of Motor Vehicles for vehicles registered in California. The plate is an essential fundraising mechanism for the CCC’s public education and involvement programs, including California Coastal Cleanup Day, which attracts tens of thousands of volunteers each year who band together to clean California Beaches and waterways, and Whale Tail® Grants, which fund projects statewide that connect the public to the California Coast and its watersheds through experiential education, stewardship, and outdoor experiences. The plate also provides funds to the Environmental License Plate fund, which supports a variety of state environmental programs. California drivers have purchased over 274,000 Whale Tail® License Plates for their vehicles since 1997.

The Protect Our Coast and Ocean Fund is listed on the California State Tax form as one of the Voluntary Contribution funds. Donations support marine education and coastal stewardship through the Whale Tail® Grants Program. This Fund was first added to the tax form in 2014.

Audience. The audiences for the Whale Tail® License Plate and the Protect Our Coast and Oceans (POCO) Fund are similar. According to market research, the “typical” Whale

Tail® Plate purchaser lives in a coastal county, identifies with the California coast and supports coastal protection. In addition, customers appreciate having a beautiful license plate on their car, and the cause affiliation. The average donation to the Protect Our Coast and Oceans fund is about $13. Both plate purchasers and POCO donors are concentrated in coastal counties and urban areas.

Trends in Sales and Donations. Over time, Whale Tail® License Plate revenue has fluctuated due to a variety of factors. In the late 1990s when the plate was new on the market, sales and revenue increased steadily. In 2007/08, the Great Recession hit and Whale Tail® plate sales experienced a steep decline. Although sales leveled off after the recession, they did not recover to previous levels. Most recently, since 2015, sales have declined by an average of about 7% per year. One factor is increased competition from other plates, such as the extremely popular Legacy Plate, introduced in 2015. Over the past five years, California drivers have purchased an average of about 4,500 Whale Tail® license plates per year. The COVID-19 pandemic suppressed sales, largely due to manufacturing constraints that has caused the DMV to periodically suspend personalized plate sales.

Donations to the Protect Our Coast and Oceans Fund have fluctuated year to year. A key metric for POCO is that at least $250,000 in donations must be received annually in order to stay on the tax form for the following year. POCO annual donations average $313,000.

Websites. Our main public education website is here: coast4u.org. We also have an existing website (http://www.ecoplates.com) that advertises the license plates. A purchaser can use this website to check the availability of personalized plates, and purchase the plate on-line through the DMV website, or print an application form, which must then be mailed with a check. The website for the Protect Our Coast and Oceans Fund is CheckTheCoast.org plates. A purchaser can use this website to check the availability of personalized plates, and purchase the plate on-line through the DMV website, or print an application form, which must then be mailed with a check. The website for the Protect Our Coast and Oceans Fund is CheckTheCoast.org. that advertises the license plates. A purchaser can use this website to check the availability of personalized plates, and purchase the plate on-line through the DMV website, or print an application form, which must then be mailed with a check. The website for the Protect Our Coast and Oceans Fund is CheckTheCoast.org plates. A purchaser can use this website to check the availability of personalized plates, and purchase the plate on-line through the DMV website, or print an application form, which must then be mailed with a check. The website for the Protect Our Coast and Oceans Fund is CheckTheCoast.org.

2) GOALS OF CONTRACT

The main goals of this contract are as follows:

Reverse the Whale Tail® License Plate sales decline by increasing annual sales of the Whale Tail® license plate by 20%.

Increase donations to the Protect Our Coast and Oceans Fund by 20% annually.

Secondary goals:

Build awareness of the Whale Tail® License Plate that will lead to future sales.

Promote ongoing renewal of existing plates because all plates have an annual renewal fee.

Build awareness of the Protect Our Coast and Oceans brand so that donations are likely to be ongoing versus one-time.

Gain insight into customer base.

3) SCOPE OF WORK, DELIVERABLES, AND REPORTING TIMELINE

See Exhibit A – Sample Standard Agreement (page 30) for the Scope of Work, Deliverables, and Reporting Timeline that the awarded contractor will perform and the terms of the contract that may be awarded as a result of this solicitation.

4) SUBCONTRACTORS

Subcontractor Affiliation:

The Contractor will act as the prime contractor for the contracted services. In addition to identifying all personnel proposed to work under the awarded contract, the Contractor must also identify their subcontractor affiliation as applicable.

The Contractor shall identify the subcontractor firm, staff, tasks to be performed and amounts to be paid when subcontractors are used in the performance of the awarded contract using the GSPD-05-105 Bidder Declaration Form (Written), available at https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd05-105.pdf.

Contractors as Fiscal Agents:

Contractors acting as fiscal agents are prohibited. When a subcontractor ultimately performs all of the services that the Contractor has agreed to provide, and the prime contractor only handles the invoicing of expenditures, then the prime contractor’s role becomes that of a fiscal agent because it is merely administrative in nature and does not provide a commercially useful function. It is unacceptable to use fiscal agents in this manner because the Department is paying unnecessary administrative costs.

Contractors should carefully consider whether it is in their best interest to subcontract work out. Any proposal submitted by a proposer where it appears that the prime contractor’s role is solely one of a fiscal agent will be considered not responsive and therefore rejected.

B) MINIMUM QUALIFICATIONS FOR PROPOSERS

1) The proposer must have demonstrated experience in developing and implementing smart, successful, creative campaigns.

2) The proposer must have proven project organizational and client communication abilities, as well as the proven ability to work with and gain the confidence of a variety of organizations, public and private.

3) The proposer must be available to meet with Commission staff on a regular basis, either in person or on the telephone, to provide updates and get feedback on activities and strategies.

4) The proposer must be qualified to do business in California. See Attachment 2, Proposal/Proposer Certification Sheet (page 20), and follow completion instructions.

5) References. The proposer must provide at least three (3) reference for services performed within the last five years, which are similar to nature, size, and scope of the work to be performed in this contract. See Attachment 5, Proposer References (page 24), and follow completion instructions.

6) Key Staff and Consultants List and Resumes. The proposer must provide a list of key staff and consultants who will participate in this contract. The proposer must identify their roles and responsibilities and provide resumes that include academic and professional achievements. Also include an organizational chart.

7) Work Samples. Include two samples of relevant campaign work products that the company produced for another client that ideally are similar to those produced as part of this campaign.

8) Any potential subcontractors and their qualifications must be identified.

9) The proposer must be able to certify that no more than one final unappealable finding of contempt of Court by a Federal Court has been issued within the immediately preceding two (2) year period because of the proposer’s failure to comply with an order of a Federal court which orders the contractor to comply with an order of the National Labor Relations Board.

10) The proposer must be able to enter into a standard contract agreement with the

Commission and to commence service no later than July 1, 2024. The contract will be for a period of two (2) years with the Commission having the option to amend to extend the contract for an additional one (1) year period under the same terms and conditions and costs.

11) The proposer must certify that they are not a scrutinized company as defined in Public Contract Code section 10476 by submitting with their bid package a completed Attachment 8, Darfur Contracting Act Form (page 27).

12) The proposer must certify that it is in compliance with the Unruh Civil Rights Act (Section

51 of the Civil Code) and the Fair Employment and Housing Act (Section 12960 of the Government Code). Additionally, if a vendor has an internal policy against a sovereign nation or peoples recognized by the United States government, the Contractor must certify that such policies are not used in violation of the Unruh Civil Rights Act (Section 51 of the Civil Code) or the Fair Employment and Housing Act (Section 12960 of the Government Code). See Attachment 9, California Civil Rights Laws Certification Form (page 28).

13) Proposer certifies it is not on either the California Franchise Tax Board’s (FTB) or the

California Board of Equalization’s (BOE) lists of tax delinquents found at https://www.ftb.ca.gov/about-ftb/newsroom/top-500-past-due-balances/corporate-income-tax-list.html and https://www.cdtfa.ca.gov/taxes-and-fees/top500.htm. Public Contract Code section 10295.4 provides that a State agency shall not enter into any contract for goods or services with a contractor whose name appears on either list of the 500 largest tax delinquencies pursuant to Section 7063 or 19195 of the Revenue and Taxation Code. Any contract entered into in violation of Public Contract Code section

10295.4 is void and unenforceable.

14) The proposer must notify the state in writing if their solution or service includes, or makes available, any GenAI technology, including GenAI from third parties or subcontractors. The State has developed a GenAI Disclosure & Factsheet to be completed by the proposer.

C) PROPOSAL REQUIREMENTS AND INFORMATION

1) KEY ACTION DATES

Event Date

RFP available to prospective proposers 05/01/2024

Written Question Deadline 05/07/2024 by 5:00 pm

Answers to Written Questions 05/14/2024

Final Date for Proposal Submission 05/21/2024 by 2:00 pm*

Public Proposal Opening 05/22/2024 at 9:00 am

Optional Top Proposer Interviews 05/30/2024

Notice of Intent to Award 05/31/2024

Proposed Award Date 06/10/2024

Proposed Start Date of Contract 07/01/2024 *Dates after proposal submission are projected and subject to change.

2) PROPOSAL INSTRUCTIONS

The proposal must include the following:

a) Description of Capabilities and Past Experience

The proposal must include a description of the proposer’s capabilities, particular strengths, and past accomplishments that are relevant to this proposed work. The proposal should demonstrate the proposer’s experience in conducting smart, successful, creative marketing campaigns, including tasks and accomplishments that are relevant to this proposed work. Include the number of years the company has been in business, a descriptive list of multi-media campaign experience, as well as particular strengths, specialty areas, resources, accomplishments, philosophies with respect to customers and employees, and any other significant items that describe the history, growth, and development of the company. Include information on relevant project goals and whether and how those goals were achieved, including projects where the goal was an increase in sales or donations. Include quantified results if available.

b) Sample of Relevant Work Product for Other Client(s)

The proposal must include at least two samples of a relevant work product performed for another client(s), which demonstrates the company’s experience and preferably was accomplished at least in part by one or more members of the team proposed for this contract (indicate this).

c) Project Personnel

The proposal must list all personnel who will be working on the project, their titles and job descriptions. The proposal must indicate the staff members who will be assigned to various aspects of the project, their roles and responsibilities, and address those staff members` capabilities and experience. The proposal must include resumes for each staff member who will exercise a major creative, strategic, administrative, or consultative role in carrying out the tasks of this RFP. The proposal must include work samples for staff who will have major creative or strategic roles, (samples submitted under “b) Relevant Work Product for Other Client” can serve as samples for staff members if they have a significant role in those products). The proposal must also include an organizational chart.

If subcontractors are contemplated, identify those persons or firms, the portions and monetary percentages of the work to be done by the subcontractors, how they were selected and why, provide resumes and work samples for each major subcontract participant, and describe how the subcontracted work will be controlled, monitored, and evaluated.

d) Hypothetical Work Plan and Schedule

Proposal must include two work plans, which will serve as preliminary proposals indicating how the proposer would approach the tasks identified in this RFP for each of the two campaigns. The work plans should include the following:

Overall strategic approach to the marketing campaign.

Sample creative themes Proposed media buys, tactics and methods.

How the campaign’s success would be measured.

The work plans will be considered preliminary and subject to modification.

e) Reporting Timeline

The successful completion of the tasks described in this RFP requires frequent discussions and meetings between the contractor and CCC staff. The proposal must include a statement that the proposer has read and can comply with the reporting timeline provided under Exhibit A – Sample Standard Agreement (page 30) Scope of Work, Deliverables, and Reporting Timeline.

f) Budget

As previously stated, the total budget for the contract term, July 1, 2024 to June 30, 2026, cannot exceed $330,000. The total budget for the possible one-year extension, July 1, 2026 to June 30, 2027, cannot exceed $165,000. The total budget for the total proposal cannot exceed $495,000.

The budget for each year, including the possible one-year contract extension, cannot exceed $165,000, with up to $100,000 allocated for Whale Tail marketing and up to $65,000 allocated for Protect Our Coast and Oceans Fund marketing. Funds approved in any fiscal year that are not expended may be rolled over to subsequent fiscal years up to the maximum term of the agreement.

Funding for the fiscal years 2024-25, 2025-26, and 2026-27 are contingent upon appropriation by the Budget Act. Funding for 2026-27 is contingent on contract extension. Any proposal with a total budget exceeding $495,000 will be rejected.

The Commission reserves the right to amend the contract for either time or budget.

The proposer must complete and sign the Proposal/Proposer Certification Sheet (page 20), The budget must include the entire contract term, including the optional extension year. The proposer must use the Proposal Summary Form (page 22) and Itemized Cost Proposal Sheet (page 23) to present the budget. The proposer must also provide a separate budget organized by major tasks and milestones listed in the work plan, along with a budget narrative that explains the line items listed in the budget.

g) References The proposer must include three references for prior work completed for other clients. The proposer must complete the Proposer References form (page 24). The proposer may also submit at least two letters of recommendation.

3) SUBMISSION OF PROPOSAL

a) All proposals must be submitted under sealed cover and must be received by the California Coastal Commission by 2:00 pm on May 21, 2024. Proposals received after this date and time will not be considered. The sealed cover must be plainly marked with the RFP number and title, must show your firm name and address, and must be marked with “DO NOT OPEN” (on front and back of package), as shown in the following example:

RFP 23-04

Marketing Campaign Service

California Coastal Commission Attention: Vickie Tse

455 Market Street, Suite 200, Room 228 San Francisco, CA 94105

DO NOT OPEN

Mail or deliver proposals to the address above. Note: Individuals who hand-deliver proposals must contact the California Coastal Commission 48 hours in advance to ensure that staff is onsite to receive the proposal. Please contact Vickie Tse at Vickie.Tse@coastal.ca.gov to make arrangements.

If the proposal is made under a fictitious name or business title, the actual legal name of proposer must be provided. Proposals not submitted under sealed cover may be rejected.

b) Proposers must submit one (1) signed hard copy of the original proposal and one (1) electronic copy submitted in Word format on a USB thumb drive. All proposals must be typed or printed using a standard 11-point font, single-spaced and a blank line between paragraphs. Pages must be numbered and sections titled. All documents contained in the original proposal package must have original, “wet-ink” signatures or electronic signatures using DocuSign or a similar program and must be signed by a person who is authorized to bind the proposing firm. Stamped signatures are not sufficient.

c) Proposers are encouraged to conserve natural resources when submitting their proposals in response to this RFP. Proposals may be printed on double-sided paper, minimize use of binders or other plastic components, and be mailed in minimal packaging. This conservation effort is not a mandatory requirement and will have no impact on the evaluation and selection of the proposer who is awarded the contract.

d) Proposals should provide straightforward and concise descriptions of the proposer’s ability to satisfy the requirements of this RFP. The proposal must be complete and accurate. Omissions, inaccuracies, or misstatements may be cause for rejection of a proposal.

e) The proposal package should be prepared in the least expensive method.

f) All proposals shall include the documents identified on Attachment 1 – Required

Attachment Checklist (page 19). Proposals not including the proper “required attachments” shall be deemed non-responsive. A non-responsive proposal is one that does not meet the basic proposal requirements.

g) Proposals must be submitted for the performance of all the services described herein. Any deviation from the work specifications will not be considered and will cause a proposal to be rejected.

h) A proposal may be rejected if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. The State may reject any or all proposals and may waive an immaterial deviation in a proposal. The State’s waiver of an immaterial deviation shall in no way modify the RFP document or excuse the proposer from full compliance with all requirements if awarded the agreement.

i) Costs incurred for developing proposals and in anticipation of award of the agreement are entirely the responsibility of the proposer and shall not be charged to the State of California.

j) An individual who is authorized to bind the proposer contractually must sign the

Attachment 2, Proposal/Proposer Certification Sheet (page 20). The signature should indicate the title or position that the individual holds in the firm. An unsigned proposal may be rejected.

k) A proposer may modify a proposal after its submission by withdrawing its original proposal and resubmitting a new proposal prior to the proposal submission deadline.

Proposer modifications offered in any other manner, oral or written, will not be considered.

l) A proposer may withdraw its proposal by submitting a written withdrawal request to the State, signed by the proposer or an authorized agent. A proposer may thereafter submit a new proposal prior to the proposal submission deadline. Proposals may not be withdrawn without cause subsequent to proposal submission deadline.

m) The awarding agency may modify the RFP prior to the date fixed for submission of proposals by the issuance of an addendum to all parties who received a proposal package.

n) The awarding agency reserves the right to reject all proposals. The agency is not required to award an agreement.

o) Before submitting a response to this solicitation, proposers should review, correct all errors and confirm compliance with the RFP requirements.

p) More than one proposal from an individual, firm, partnership, corporation, or association under the same or different names will not be considered.

q) The State does not accept alternate contract language from a prospective contractor.

A proposal with such language will be considered a counter proposal and will be rejected. The State’s General Terms and Conditions (GTC) are not negotiable.

r) No oral understanding or agreement shall be binding on either party.

4) EVALUATION PROCESS

All proposals received on or before the final filing date and time as specified in the Key Action Dates will be evaluated by a Department Evaluation Team as outlined below.

Proposals will be opened by the Evaluation Team at the date and time identified in the Key Action Dates. The public opening will take place over Zoom. To join the Zoom meeting, go to https://zoom.us/join and enter the Meeting ID below and select “join from your browser.” Participants will then enter the meeting password listed below and their name. Participants will select the “Join” button.

Join Zoom Meeting https://us02web.zoom.us/j/89414301233?pwd=UTRVc0RnMmVwRS9RLzhBblRWNk x4UT09

Dial by your location

• +1 669 900 9128 US (San Jose)

• +1 253 215 8782 US (Tacoma)

• +1 346 248 7799 US (Houston)

• +1 646 558 8656 US (New York)

• +1 301 715 8592 US (Washington DC)

• +1 312 626 6799 US (Chicago)

Meeting ID: 894 1430 1233 Passcode: 191769

If you have a disability and require assistance to participate, please contact Vickie Tse by e-mail at Vickie.Tse@coastal.ca.gov at least five days in advance.

a) Administrative Review (Pass/Fail)

Proposals will first be checked for the presence or absence of required information and documents in conformance with the submission requirements of this RFP. The purpose is to determine: (1) whether a proposal has been submitted in the proper format and with the required elements to be deemed a responsive proposal; and (2) whether the proposer is deemed “responsible” by meeting the minimum qualifications.

The Department Evaluation Team may request written clarifications from proposers at any phase of the evaluation process for the purpose of clarifying ambiguities in the information presented within a specific proposal.

The Department Evaluation Team, in the exercise of its exclusive discretion, may either waive an immaterial error, omission, deviation, or other immaterial defect, or permit a proposer to correct any immaterial error, omission, deviation, or other immaterial defect contained within a specific proposal. If granted a waiver, however, such waiver shall in no way modify the RFP documents or excuse the proposer from full compliance with the RFP requirements.

Proposals that contain false or misleading statements, or which provide references that do not support an attribute or condition claimed by the proposer, may be rejected.

Award, if made, will be to the highest scored responsible proposal following the proposal evaluation and the application of preference points.

b) Technical Evaluation

The Department Evaluation Team shall determine a consensus scoring for each item in the Proposal based on the team’s verbal discussion of each Proposer’s responses. To determine the consensus scoring, evaluators will carefully review and discuss the quality and completeness of the Proposer’s response, as well as clarity of documentation presented in the proposals submitted in response to this RFP. The Department Evaluation Team will establish a score for each item based on the consensus of the team. The proposals will be evaluated and scored according to the criteria indicated below.

1) Overall Approach (35 points possible) o Quality, creativity, and feasibility of proposal, such that it makes a convincing case that it will meet the goals of the RFP and result in an increase in Whale Tail® License Plate sales and revenue and contributions to the POCO fund.

o Extent to which the work plan addresses the scope of work and other requirements of the RFP.

o Feasibility of work plan and schedule. Reasonableness of budget and link to goals.

2) Qualifications and Experience of Assigned Staff (20 points possible) o Assigned staff’s creative, organizational, research, design, and writing abilities (depending on task assigned).

o Assigned staff’s track record in developing and implementing successful, creative marketing campaigns, including cause-related campaigns.

o Assigned staff’s experience working with a variety of organizations, public and private.

3) Company’s History of Experience (25 points possible) o Similarity between previous projects and the project described in this RFP.

o The success of past projects and any related work record, including success at meeting quantified performance goals.

o Number of years in business, specialty areas, accomplishments.

o Experience of references in working with proposer and with assigned staff as relevant.

Methodology for assigning points for each criterion during the Technical Evaluation is as follows:

Exceptional (100% of points) – Proposer’s submittal demonstrates an exceptional understanding of, experience in, or capability regarding the criterion in question.

Response is well thought-out and well presented. Proposer’s response is complete, addresses all aspects of the topic and does not require clarification.

Very Good (80% of points) – Proposer’s submittal demonstrates a very good understanding of, experience in, or capability regarding the criterion in question.

Response is generally well thought-out and well presented. Overall, proposer’s response is complete, addresses major aspects of the topic, and requires minimal clarification.

Satisfactory (60% of possible points) – Proposer’s submittal demonstrates a satisfactory understanding of, experience in, or capability regarding the criterion in question. Overall, proposer’s response addresses some aspects of the topic, but may require multiple areas of clarification.

Marginal (40% of possible points) – Proposer’s submittal demonstrates a marginal understanding of, experience in, or capability regarding the criterion in question. Overall, proposer’s response did not address major aspects of the topic and requires multiple areas of clarification.

Unsatisfactory (20% of possible points) – Proposer’s submittal did not demonstrate satisfactory understanding of, experience in, or capability regarding the criterion in question. Overall, proposer’s response did not address a majority of the aspects of the topic.

Zero (0) – Proposer’s submittal was blank or missing or deemed non-responsive.

c) Interview for top scored proposals (20 points) If deemed necessary by the Evaluation Team, the contractors who submit the proposals that are the two highest scored will be interviewed by the Evaluation Team. The interview will be over the telephone or video conferencing. Scoring for the interview will be based on responses to a set of patterned questions designed to elaborate on the contractor’s knowledge and experience.

d) Preference Point and Cost Points Calculation

Because the Department is using the secondary method RFP process, a process in which the resulting contract is awarded based on highest points scored overall, submitted Cost Proposals must be converted into Cost Points using a formula.

However, since the TACPA program allows for preference percentages to be applied to the lowest-submitted, responsible Cost Proposal prior to conversion of Cost Proposal dollar amounts to Cost Points, the calculation of Cost Points (for purposes of determining the proposal with the highest points scored overall) must be done one of two ways, depending on whether a proposal has claimed TACPA preference(s) or not.

If no proposer claims TACPA preference(s), the proposal with the lowest Cost Proposal will receive the maximum score of 30 points. All other submitted Cost Proposals will receive Cost Points proportionate to the Cost Proposal receiving the maximum Cost Points as follows:

Lowest Cost Proposal

X 30 Max Possible Points

Proposer’s Cost Points

Proposer’s Cost

If at least one proposer claims TACPA preference(s), the proposer(s) claiming TACPA preference(s) will have their Cost Proposals adjusted based on the TACPA Worksite and Workforce Preferences, as applicable. After adjustment to Cost Proposals following application of the TACPA preference(s), Cost Proposals will be converted to Cost Points using the same methodology as specified in Section VIII.D.1 above.

Please note that no TACPA preferences will be granted for any proposal unless all responsive Cost Proposals exceed one hundred thousand dollars ($100,000). (See State Contracting Manual, Table 8.2. See also 2 CCR § 1896.37.)

e) Final Scoring, Adjustments, and Tie-breakers

The first step in determining final point scores for proposals is to add total non-Cost Points to Cost Points (with or without TACPA adjustment, as applicable) and any applicable Small Business Preference Points. This final amount represents the final points total for determining the highest-scoring proposal.

Fractional points will be rounded to two decimal points.

In the event of a precise tie, the names of the proposers will be printed on paper, placed in a container, and one name drawn by a designated member of the Department Evaluation Team. The first name drawn will be the successful proposer, or if applicable, the tie will be broken in accordance with Government Code section 14838(f).

5) AWARD AND PROTEST

a) Notice of the proposed award shall be posted in a public place in the office of California Coastal Commission, 455 Market Street, Suite 200, Room 228, San Francisco, CA 94105 and on the following website: www.coastal.ca.gov for five (5) working days prior to awarding the agreement.

b) If any proposer, prior to the award of agreement, files a protest with the California Coastal Commission and the Department of General Services, Office of Legal Services, 707 Third Street, 7th Floor, Suite 7-330, West Sacramento, CA 95605, on the grounds that the (protesting) proposer would have been awarded the contract had the agency correctly applied the evaluation standard in the RFP, or if the agency followed the evaluation and scoring methods in the RFP, the agreement shall not be awarded until either the protest has been withdrawn or the Department of General Services has decided the matter. It is suggested that you submit any protest by email to Vickie.Tse@coastal.ca.gov and OLSProtests@dgs.ca.gov.

c) Within five (5) days after filing the initial protest, the protesting proposer shall file with the Department of General Services, Office of Legal Services and the California Coastal Commission a detailed statement specifying the grounds for the protest.

d) Upon resolution of the protest and award of the agreement, Contractor must complete and submit to the awarding agency the Payee Data Record (STD 204), to determine if the Contractor is subject to state income tax withholding pursuant to California Revenue and Taxation Code Sections 18662 and 26131. This form can be found on the DGS website at https://www.dgs.ca.gov/Resources/Statewide- Forms. No payment shall be made unless a completed STD 204 has been returned to the awarding agency.

e) Upon resolution of the protest and award of the agreement, Contractor must sign and submit to the awarding agency, page one (1) of the Contractor Certification Clauses (CCC), which can be found on the Internet at https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services- Resources-List-Folder/Standard-Contract-Language.

6) DISPOSITION OF PROPOSALS

a) Upon proposal opening, all documents submitted in response to this RFP will become the property of the State of California and will be regarded as public records under the California Public Records Act (Government Code Section 6250 et seq.)

and subject to review by the public.

b) Proposal packages may be returned only at the proposer’s expense, unless such expense is waived by the awarding agency.

7) AGREEMENT EXECUTION AND PERFORMANCE

a) Performance shall start not later than 10 days, or on the express date set by the awarding agency and the Contractor, after all approvals have been obtained and the agreement is fully executed. Should the Contractor fail to commence work at the agreed upon time, the awarding agency, upon five (5) days written notice to the Contractor, reserves the right to terminate the agreement. In addition, the Contractor shall be liable to the State for the difference between Contractor’s Proposal price and the actual cost of performing work by another contractor.

b) All performance under the agreement shall be completed on or before the termination date of the agreement.

C) PREFERENCE PROGRAMS

1) Small Business Preference: https://www.dgs.ca.gov/PD/Services. The proposer must be qualified to do business in California. A five percent (5%) preference will be given to respondents who qualify as a small business, in compliance with 14835, et. Seq. of the California Government Code. See Attachment 2, Bid/Proposer Certification Sheet, and follow completion instructions.

2) Target Area Contract Preference Act (TACPA):

https://www.dgs.ca.gov/PD/About/Page-Content/PD-Branch-Intro-Accordion- List/Policy-Training-and-Customer-Service/Dispute-Resolution- Unit?search=tacpa%20info. The TACPA program was established to stimulate economic growth and employment opportunities in designated areas throughout the State of California. (Gov. Code §§ 4530 et seq.) The Department of General Services (DGS), Procurement Division (PD), Dispute Resolution Unit (DRU) oversees the TACPA program and evaluates all TACPA applications.

3) Disabled Veteran Enterprise Program (DVBE): https://www.dgs.ca.gov/PD/Services.

State law, Public Contract Code Section 10115, establishes a contract participation goal of at least three percent (3%) for disabled veteran business enterprise (DVBE).

This goal applies to a state agency’s overall contracting program. The Disabled Veteran Business Enterprise requirements are waived for this Request for Proposal.

D) FORMS

Refer to the following pages for Required Attachments that are a part of this Request for Proposal.

ATTACHMENT 1 – PROPOSAL PACKAGE CHECK LIST

A complete proposal or proposal package will consist of the items identified below.

Complete this checklist to confirm the items in your proposal. Place a check mark or “X” next to each item that you are submitting to the State. For your proposal to be responsive, all required attachments and this checklist must be included in your proposal package.

Attachment Attachment Name/Description

_____ Proposal Package The Proposal Package must include all of the required information listed under Proposal Instructions in this RFP (Required)

_____ Attachment 1 Required Attachment Check List (Required)

_____ Attachment 2 Proposal/Proposer Certification Sheet (Required)

_____ Attachment 3 Proposal Summary Form (Required)

_____ Attachment 4 Itemized Cost Proposal Sheet (Required)

_____ Attachment 5 Proposer References (Required)

_____ Attachment 6 Small Business Bidder Declaration (if applicable)

_____ Attachment 7 Target Area Contract Preference Act (TACPA) (if applicable)

_____ Attachment 8 DARFUR Contracting Act Form (Required)

_____ Attachment 9 California Civil Rights Laws Certification Form (Required)

_____ Attachment 10 Generative Artificial Intelligence (GenAI) Disclosure &

Factsheet (Required)

ATTACHMENT 2 – PROPOSAL/PROPOSER CERTIFICATION SHEET

This Proposal/Proposer Certification Sheet must be signed and returned along with all the “required attachments” with original signatures. The proposal must be transmitted in a sealed envelope in accordance with RFP instructions.

The signature affixed hereon and dated certifies compliance with all the requirements of this proposal document and certifies compliance with the Unruh Civil Rights Act (CC § 51 et seq.)

and the California Fair Employment and Housing Act (“FEHA”) (commencing with Government Code section 12960), as required by PCC section 2010.

The signature below authorizes the verification of this certification.

An Unsigned Proposal/Proposer Certification Sheet

May Be Cause for Rejection

1. Company Name 2. Telephone Number 2a. Email

3. Address

Indicate your organization type:

4. Sole Proprietorship 5. Partnership 6. Corporation

Indicate the applicable employee and/or corporation number:

7. Federal Employee ID No. (FEIN) 8. California Corporation No.

9. Indicate applicable license and/or certification information:

10. Proposer’s Name (Print) 11. Title

12. Signature 13. Date

14. Are you certified with the Department of General Services, Office of Small Business Certification and Resources (OSBCR) as:

a. California Small Business Yes No

If yes, enter certification number:

b. Disabled Veteran Business Enterprise Yes No If yes, enter certification number:

NOTE: A copy of your Certification is required to be included if either of the above items is checked “Yes”. Date application was submitted to DGS/OSDS, if an application is pending:

Completion Instructions for Proposal/Proposer Certification Sheet

Complete the numbered items on the Proposal/Proposer Certification Sheet by following the instructions below.

Item Numbers

Instructions

1, 2, 2a, Must be completed. These items are self-explanatory.

Check if your firm is a sole proprietorship. A sole proprietorship is a form of business in which one person owns all the assets of the business in contrast to a partnership and corporation. The sole proprietor is solely liable for all the debts of the business.

Check if your firm is a partnership. A partnership is a voluntary agreement between two or more competent persons to place their money, effects, labor, and skill, or some or all of them in lawful commerce or business, with the understanding that there shall be a proportional sharing of the profits and losses between them. An association of two or more persons to carry on, as co-owners, a business for profit.

Check if your firm is a corporation. A corporation is an artificial person or legal entity created by or under the authority of the laws of a state or nation, composed, in some rare instances, of a single person and his successors, being the incumbents of a particular office, but ordinarily consisting of an association of numerous individuals.

Enter your federal employee tax identification number.

Enter your corporation number assigned by the California Secretary of State’s Office.

This information is used for checking if a corporation is in good standing and qualified to conduct business in California.

Complete, if applicable, by indicating the type of license and/or certification that your firm possesses and that is required for the type of services being procured.

10, 11, 12, 13

Must be completed. These items are self-explanatory.

If certified as a California Small Business, place a check in the “yes” box, and enter your certification number on the line. If certified as a Disabled Veterans Business Enterprise, place a check in the “Yes” box and enter your certification number on the line. If you are not certified to one or both, place a check in the “No” box. If your certification is pending, enter the date your application was submitted to DGS/OSDS.

ATTACHMENT 3 – PROPOSAL SUMMARY FORM

SOLICITATION NO. RFP 23-04

The Proposal Summary Form must be signed and returned with original signature.

The undersigned proposer agrees to provide the services specified in the Request for Proposal.

NONDISCRIMINATION COMPLIANCE STATEMENT

The prospective contractor’s signature affixed hereon and dated shall constitute a certification, under the penalty of perjury under the laws of the State of California, that the bidder/proposer has, unless exempted, complied with the nondiscrimination program requirements of Government Code Section 12990 (a-f) and Title 2, California Code of Regulation, Section 8113.

A. TOTAL COST FOR FIRST YEAR $ ______________________

(Include detail on Attachment 4, Itemized Cost Proposal Sheet)

B. TOTAL COST FOR SECOND YEAR $ ______________________

C. TOTAL COST FOR OPTIONAL THIRD YEAR $ ______________________

D. TOTAL COST FOR THREE-YEAR PERIOD $ ______________________

(Sum total of A, B, and C above)

Authorized Signature Date Phone Number

Type or Print Signer’s Name and Title

Federal I.D. Number

ATTACHMENT 4 – ITEMIZED COST PROPOSAL SHEET

All proposers are required to complete and return this attachment to satisfy the Cost Proposal component of the proposer’s proposal. The Total Cost Proposal amount must match the total for all three years included on Attachment 3 Proposal Summary Form. All information must be provided in the prescribed format. Responses that deviate materially from the prescribed format may lead to the rejection of the Cost Proposal, and ultimately the entire proposal. Labor rates must include benefits. The rates specified herein must include all direct and indirect expenses, including but not limited to staff time and out of pocket expenses that also take into account all travel and administrative costs.

Direct Labor

Name and Title Hours Rate per Hour Total Subtotal Direct Labor $

Consultants/Subcontractor Costs

Itemize Consultant/Subcontractor Costs $ Subtotal Subcontractor Costs $

Indirect Costs (Overhead)

Rate Total

Overhead Rate $

Other (Include itemized list)

Subtotal Indirect Costs $

Direct Costs

Media Buys $ Other (Include itemized list) $ Subtotal Direct Costs $

Total Cost Proposal $

ATTACHMENT 5 – PROPOSER REFERENCES

Submission of this attachment is mandatory. Failure to complete and return this attachment with your proposal may cause your proposal to be rejected and deemed nonresponsive.

List below three references for services performed within the last five years, which are similar to the scope of work to be performed in this contract. Proposers are encouraged to include any relevant links to completed projects or digital portfolio and metrics used to judge the success of the project. Proposers are invited but not required to also include letters of recommendation.

REFERENCE 1

Name of Firm Street Address City State Zip Code Email:

Contact Person Telephone Number

Dates of Service Value or Cost of Service

Brief Description of Service Provided

REFERENCE 2

Street Address City State Zip Code Email:

Contact Person Telephone Number

REFERENCE 3

Street Address City State Zip Code Email:

Contact Person Telephone Number

ATTACHMENT 6 – BIDDER DECLARATION FORM (Written) – GSPD-05-105

Available at Bidder Declaration (ca.gov)

ATTACHMENT 7 – TARGET AREA CONTRACT PREFERENCE ACT (TACPA) FORMS

This RFP references TACPA preference request and documentation forms. Please carefully review the forms and requirements before submitting as part of a proposal. Proposers are not required to apply for TACPA preferences. Denial of the TACPA preference request is not a basis for rejection of a proposal.

TACPA Preference Request (STD 830):

http://www.documents.dgs.ca.gov/dgs/fmc/pdf/std830.pdf

Proposer’s Summary of Contract Activities and Labor Hours (DGS/PD 526):

https://www.documents.dgs.ca.gov/dgs/fmc/gs/pd/gspd0526.pdf

ATTACHMENT 8 – DARFUR CONTRACTING ACT FORM

Pursuant to Public Contract Code section 10478, if a bidder or proposer currently or within the previous three years has had business activities or other operations outside of the United States, it must certify that it is not a “scrutinized” company as defined in Public Contract Code section 10476.

Therefore, to be eligible to submit a bid or proposal, please insert your company name and Federal ID Number and complete only one of the following three paragraphs (via initials for Paragraph # 1 or Paragraph # 2, or via initials and certification for Paragraph # 3):

Company/Vendor Name (Printed)

Federal ID Number

Printed Name and Title of Person Initialing (for Options 1 or 2)

1. _____ We do not currently have, and have not had within the previous

Initials three years, business activities or other operations outside of the United States.

OR

2. _____ We are a scrutinized company as defined in Public Contract Code

Initials section 10476, but we have received written permission from the Department of General Services (DGS) to submit a bid or proposal pursuant to Public Contract Code section 10477(b). A copy of the written permission from DGS is included with our bid or proposal.

OR

3. _____ We currently have, or we have had within the previous three years, Initials business activities or other operations outside of the United States, + certification but we certify below that we are not a scrutinized company below as defined in Public Contract Code section 10476.

CERTIFICATION For # 3.

I, the official named below, CERTIFY UNDER PENALTY OF PERJURY that…