RFP_24-10158_-_Cal_Fresh_Healthy_Living_Advertising_and_PR.pdf

State of California—Health and Human Services Agency

California Department of Public Health

TOMÁS J. ARAGÓN, MD, DrPH GAVIN NEWSOM Director and State Public Health Officer Governor

12/31/2024

RE: Request for Proposal (RFP) Number 24-10158, Cal Fresh Healthy Living Advertising and Public Relations Social Marketing Campaign

The California Department of Public Health (CDPH) is soliciting responses from qualified vendors to develop and conduct an integrated and comprehensive English- and Spanish-language statewide social marketing campaign to support the CalFresh Healthy Living program. Proposals must address all of the services described in Exhibit A entitled, “Scope of Work”. The contract term will be from May 19, 2025, to September 30, 2029, with an option to amend for an additional two years.

California Law requires Disabled Veteran Business Enterprise (DVBE) participation. CDPH policies require DVBE participation of 3-percent on all contracts exceeding $5,000. All Proposers. Including out-of-state firms must comply with California’s DVBE participation requirements. Proposals without a minimum 3-percent participation from a DVBE Certified prime or subcontractor will be deemed non-responsive.

Please read all instructions and forms thoroughly to ensure your proposal is in compliance with the requirements of the RFP. Regardless of postmark or method of delivery, the California Department of Public Health’s Centralized Contract Services Unit must receive proposal packages no later than 3 PM on Tuesday, February 25th, 2025, as specified in this RFP.

In the opinion of CDPH, this RFP is complete and without need of explanation. However, if questions arise or there is a need to obtain clarifying information, put all inquiries in writing and mail or fax them to CDPH according to the instructions in the RFP section entitled, “Proposer Questions”.

Thank you for your interest in our department’s service needs.

Sincerely, Greg Hester Contract Analyst, Contract Services Unit 1616 Capitol Avenue, MS 1802 Sacramento, CA 95814 Phone: 279-667-2191 Fax: 916-650-0110 Email: greg.hester@cdph.ca.gov

Request for Proposal – Secondary 24-10158 CalFresh Healthy Living Advertising and Public Relations

Social Marketing Campaign

Centralized Contracts Services Unit

Greg Hester, Contract Analyst MS Code 1802

1616 Capitol Avenue Sacramento, CA 95814

279-667-2191 greg.hester@cdph.ca.gov

Section A – Purpose, Background and Description of Services by the Staff of the Center for Healthy Communities.

Center for Healthy Communities RFP # 24-10158 i

Table of Contents

A. Purpose and Description of Services

1. Purpose

2. Background

B. Time Schedule

C. Contract Term and Funding Amount

D. Reasonable Accommodations and Document Delivery Warning

1. Reasonable Accommodations

2. Document Delivery Warning

E. Proposer Questions

1. What to include in an inquiry

2. Question deadline

3. How to submit questions

3. Verbal Questions

4. Pre-Proposal Conference

F. Mandatory Non-Binding Letter of Intent

1. General information

2. Submitting the Letter of Intent

G. Scope of Work

H. Deliverables-Based Agreement

I. Qualification Requirements

J. Proposal Format and Content Requirements

1. General instructions

2. Format requirements

3. Content requirements

a. Proposal Cover Page

b. Table of Contents

c. Executive Summary Section

d. Agency Capability Section

e. Project Personnel Section

f. Work Plan Section

g. Management Plan Section ii

h. Facilities and Resources Section

i. Cost Section

j. Appendix Section

k. Forms Section

K. Proposal Submission

1. General Instructions

2. Proof of timely receipt

3. Proposer costs

L. Evaluation and Selection

1. Stage 1 – Required Attachment / Certification Checklist review

2. Stage 2 – Narrative proposal evaluation/scoring

3. Stage 3 –Scoring the Cost Section

3. Stage 4 – Interview Stage

4. Stage 5 – Adjustments to Score Calculations for Bidding Preferences

5. Stage 6 – Final Score Calculation

M. Narrative Proposal Rating Factors

1. Executive Summary (25 Points after a Multiplier of 0.5)

2. Agency Capability (180 Points after a Multiplier of 1.5)

3. Project Personnel (180 Points after a Multiplier of 3.0)

4. Work Plan (220 Points after a Multiplier of 2.0)

5. Management Plan (30 Points after a Multiplier of 1.0)

6. Facilities and Resources (10 Points after a Multiplier of 1.0)

N. Bid Requirements and Information

1. Nonresponsive proposals

2. Proposal modifications after submission

3. Proposal mistakes

4. Withdrawal and/or Resubmission of Proposals

a. Withdrawal deadlines

b. Submitting a withdrawal request

c. Resubmitting a proposal

5. Contract award and protests

a. Contract award

b. Settlement of ties

c. Protests iii

6. Disposition of proposals

7. CDPH Rights

a. RFP corrections

b. Collecting information from Proposers

c. Immaterial proposal defects

d. Correction of clerical or mathematical errors

e. Right to remedy errors

f. Contract award or RFP cancellation

g. Contract amendments after award

h. Proposed use of subcontractors and/or independent consultants

i. Staffing changes after contract award

O. Bidding Certification Clauses

1. Certificate of Independent Price Determination

2. Debarment and Suspension Certification

3. Lobbying Restrictions and Disclosure

P. Preference Programs

1. Small Business / Microbusiness Preference

2. Non-Small Business Subcontractor Preference

3. DVBE Bid Incentive

4. Nonprofit Veteran Service Agency (NVSA) Small Business Preference

5. Target Area Contract Preference Act and Enterprise Zone Act

6. Combined preferences

Q. Contract Terms and Conditions

1. Sample contract forms / exhibits

2. Resolution of language conflicts (RFP vs. final agreement) iv

Q. Required Attachments Attachment # Attachment Name Attachment 1 Mandatory Letter of Intent Attachment 2 Proposal Cover Page Attachment 3 Proposer Previous Experience Summary Attachment 4 Client References Attachment 5 Project Personnel Summary Attachment 6 Cost Proposal form Attachment 7.1 Budget Detail Worksheet (FY 2024/2025) Attachment 7.2 Budget Detail Worksheet (FY 2025/2026) Attachment 7.3 Budget Detail Worksheet (FY 2026/2027) Attachment 7.4 Budget Detail Worksheet (FY 2027/2028) Attachment 7.5 Budget Detail Worksheet (FY 2028/2029) Attachment 7.6 Budget Detail Worksheet (FY 2029/2030) Attachment 8.1 Subcontractor Budget Detail Worksheet (FY 2024/2025) Attachment 8.2 Subcontractor Budget Detail Worksheet (FY 2025/2026) Attachment 8.3 Subcontractor Budget Detail Worksheet (FY 2026/2027) Attachment 8.4 Subcontractor Budget Detail Worksheet (FY 2027/2028) Attachment 8.5 Subcontractor Budget Detail Worksheet (FY 2028/2029) Attachment 8.6 Subcontractor Budget Detail Worksheet (FY 2029/2030) Attachment 9 Required Attachment / Certification Checklist Attachment 10 Business Information Sheet Attachment 11 Payee Data Record & Supplement (STD 204 & STD 205) Attachment 12 Bidder Declaration (GSPD-05-106) Attachment 13 Commercially Useful Function (CUF) Certification Attachment 14 Disabled Veteran Business Enterprise Declarations Attachment 15 Target Area Contract Preference Act (TACPA) Attachment 16 Contractor Certification Clauses (CCC 04/2017) Attachment 17 Follow-On Consultant Contract Disclosure Attachment 18 Contractor Confidentiality Statement Attachment 19 Conflict of Interest Compliance Certification Form Attachment 20 Darfur Contracting Act of 2008 Attachment 21 Mandatory Generative Artificial Intelligence Disclosure (STD 1000) Attachment 22 California Civil Rights Laws Attachment Attachment 23 Iran Contracting Act Verification Form v

R. Sample Contract Forms / Exhibits

Exhibit # Exhibit Name

Exhibit A1 Standard Agreement

Exhibit A Scope of Work

Exhibit B Budget Detail and Payment Provisions

Exhibit C

View on-line.

General Terms and Conditions (GTC 4/2017). View or download at this Internet site: https://www.dgs.ca.gov/OLS/Resources/Page- Content/Office-of-Legal-Services-Resources-List-Folder/Standard- Contract-Language

Exhibit D Special Terms and Conditions

Exhibit E Additional Provisions

Exhibit F Federal Terms and Conditions

Exhibit G Information Privacy and Security Requirements

Exhibit H Resumes

Exhibit I Contractor’s Release https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language

A. Purpose and Description of Services

1. Purpose

The California Department of Public Health (CDPH) is soliciting proposals from firms that are able to develop and conduct an integrated and comprehensive English- and Spanish-language statewide social marketing campaign to support the CalFresh Healthy Living program. Proposals must address all of the services described in Exhibit A entitled, “Scope of Work”.

CDPH intends to make a single contract award to the most responsive and responsible firm offering the highest scoring bid. This procurement is open to all eligible firms and/or individuals that meet the qualification requirements, including commercial businesses, nonprofit organizations, State or public universities (including auxiliary organizations) and other entities.

The purpose of this solicitation is for the CDPH to receive proposals from qualified advertising and/or public relations agencies to award a contract to develop and conduct an integrated and comprehensive English- and Spanish-language statewide social marketing campaign to support the CalFresh Healthy Living program from May 19, 2025 through September 30, 2029.

Proposals must address all of the services described in Exhibit A entitled, “Scope of Work”. The California Department of Social Services (CDSS) provides administrative and programmatic oversight of the CalFresh Healthy Living program and the following departments serve as State Implementing Agencies (SIAs) for the program: California Department of Aging, CDPH, Catholic Charities of California, and the CalFresh Healthy Living, University of California (See http://calfresh.dss.ca.gov/healthyliving/about-us for more details about this partnership).

CDPH is charged with issuing this solicitation and overseeing the contract for this social marketing campaign. CDPH seeks a dynamic advertising and/or public relations agency to produce an effective statewide social marketing campaign that addresses the attached Scope of Work (SOW) and builds on the strengths and current strategies of the CalFresh Healthy Living program while introducing fresh, innovative ideas that will propel the campaign into its next evolution. The selected Contractor is responsible for working with CDPH to identify and implement an inclusive process to engage other SIAs in the strategic planning process for the social marketing campaign.

The agency and its subcontractors (if subcontractors are necessary to cover all components of the SOW) must be exceptionally strategic at handling this integrated account, be able to help navigate challenges and opportunities, and be responsive to changes in the media marketplace and consumer behavior. The selected Contractor must ensure that the advertising and public relations strategies complement each other while supporting program activities conducted in communities across the state.

The selected Contractor will be required to continually keep the issues of sugary beverages and water consumption before the public and infuse tailored messages in all statewide advertising and public relations efforts. Services provided shall be strategic and cost-efficient, maximizing outreach to all target audiences.

CDPH intends to make a single contract award to the most responsive and responsible firm offering the highest scoring bid. This procurement is open to all eligible firms and/or individuals that meet the qualification requirements, including commercial businesses, nonprofit organizations, State or public universities (including auxiliary organizations) and other entities.

2. Background

Achieving health equity is a CDPH priority. The mission of CDPH is to protect the health and wellbeing of the people in California. CDPH is one (1) of five (5) SIAs that work with local agencies to conduct the CalFresh Healthy Living program, which aims to empower under resourced California families to make informed choices about healthy eating and physical activity. SIAs work with local agencies to conduct obesity prevention programming in communities and help facilitate policy, systems and environmental changes that make it easier for low-income families to eat and drink healthfully and be more physically active.

Overweight, obesity, and other diet-related chronic diseases are more pronounced in low-income populations, creating critical health disparities. CalFresh Healthy Living partners seek to reduce health inequities and disparities in the rates and outcomes of chronic health conditions.

Consuming too much sugar is a key contributor to childhood obesity (Malik, Willett & Hu, 2009).

Sugar-sweetened beverages (SSBs) represent the leading source of added sugar in the American diet (Malik & Hu, 2015). Consumption of SSBs has risen in parallel with obesity rates (Johnson, Appel, Brands, Howard, Lefevre & Lustig, 2009). Obese children are more likely to become obese adults, further increasing their risk of developing diabetes, various heart diseases, and some cancers in adulthood (Centers for Disease Control and Prevention, 2013).

Approximately 40% of California children, teens, and adults drink at least one (1) serving of SSBs daily (UCLA AskCHIS, 2017). More than a quarter (26%) of California children 0 to 5 years old consumed a SSB on the prior day (UCLA Ask CHIS, 2015-2017). Consumption of SSBs tends to be greater among low-income individuals and within African American and Latino communities.

Boys aged 13-18 years report greater SSB intake than other age and gender groups (Wang, Bleich, & Gortmaker, 2008), and those at most risk of obesity, including African Americans, Latinos, and lower income populations, have the highest SSB intake rates (Bleich, Wang, Wang, & Gortmaker, 2009). Between 2015 and 2017, California Latino youth were 1.77 times as likely to drink one (1) or more sodas on the previous day compared to non-Latino white children (UCLA AskCHIS, 2015-2017).

B. Time Schedule

Below is the tentative time schedule for this procurement.

Event Date Time (If applicable)

RFP Released Tuesday, December 31st , 2024, by 3 PM (PT)

Pre-Proposal Conference Tuesday, January 14th, 2025, at 10 AM (PT)

Deadline to Submit RFP Questions Tuesday, January 21st, 2025, by 3 PM (PT)

Responses to RFP Questions Posted Tuesday, February 4th, 2025, by 3 PM (PT)

Mandatory Non-Binding Letter of Intent Tuesday, February 18th, 2025, by 3 PM (PT)

Proposals Due Date Tuesday, February 25th, 2025, by 3 PM (PT)

Interviews (Estimated) April 2nd, 2025 - April 4th, 2025

Notice of Intent to Award Posted (Estimated) Monday, April 14th, 2025, by 5 PM (PT)

Protest Final Filing Date (Estimated) Monday, April 21st, 2025, by 5 PM (PT)

Estimated Contract Start Date Monday, May 19th, 2025, or upon final Department of General Services (DGS) Approval, whichever is later.

C. Contract Term and Funding Amount

The term of the resulting agreement is expected to be from May 19, 2025, or upon DGS final approval, whichever is later, to September 30, 2029. The agreement term may change if CDPH makes an award earlier than expected or if CDPH cannot execute the agreement in a timely manner due to unforeseen delays. CDPH reserves the right to extend the term via an amendment as necessary to complete or continue the services for up to one additional year, or for additional funding up to 30-percent of the contracted amount up to $250,000.00, pursuant to State Contracting Manual (SCM) Volume 1 § 5.81.A.1.b. Contract extensions are subject to satisfactory performance, funding availability, and possibly approval by DGS.

The resulting contract will be of no force or effect until it is signed by both parties and approved by DGS. The Contractor is hereby advised not commence performance until all approvals have been obtained. If performance commences before all approvals are obtained, said services may be considered to have been volunteered if all approvals are not obtained.

The maximum amount allocated for these services will be $43,500,000.00 (***Forty-three Million Five Hundred Thousand Dollars and Zero Cents***). Any proposals over this amount will be deemed non-responsive.

D. Reasonable Accommodations and Document Delivery Warning

1. Reasonable Accommodations

For individuals with disabilities, CDPH will provide assistive services such as reading or writing assistance, and conversion of the RFP, questions/answers, RFP Addenda, or other Administrative Notices into Braille, large print, audiocassette, or computer disk. To request copies of written materials in an alternate format, please call the number below to arrange for reasonable accommodations.

Timothy Henderson Centralized Contracts Services Unit Program telephone number (916) 601-7241 (TTY) California Relay telephone number 711 - 1-800-735-2929

NOTE: The range of assistive services available may be limited if requestors cannot allow ten or more State working days prior to date the alternate format material is needed.

2. Document Delivery Warning

a. CDPH’s internal processing of U.S. mail may add 48 hours or more to the delivery time. If questions are mailed, consider using certified or registered mail and request a receipt upon delivery.

b. For hand deliveries, allow sufficient time to locate parking and to sign-in at the security desk. Please coordinate pickup with Timothy Henderson one business day before delivery by calling 916-601-7241. If stopped at the security desk, ask security personnel to call Timothy Henderson at 916-601-7241 to arrange for document pickup and receipt issuance.

c. Courier service personnel must sign-in at the security station and must obtain an access key card. Couriers will then be able to access pre-determined areas. If stopped at the security desk, ask security personnel to call Timothy Henderson at 916-601-7241 to have appropriate staff collect the documents and issue a receipt.

E. Proposer Questions

Immediately notify CDPH if clarification is needed regarding the services sought or questions arise about the RFP and/or its accompanying materials, instructions, or requirements. Put the inquiry in writing and transmit it to CDPH as instructed below. At its discretion, CDPH reserves the right to contact an inquirer to seek clarification of any inquiry received.

Proposers that fail to report a known or suspected problem with the RFP and/or its accompanying materials or fail to seek clarification and/or correction of the RFP and/or its accompanying materials shall submit a proposal at their own risk. In addition, if awarded the contract, the successful Proposer shall not be entitled to additional compensation for any additional work caused by such problem, including any ambiguity, conflict, discrepancy, omission, or error.

Following the question submission deadline, CDPH will summarize all general questions and issues raised and post the responses to https://caleprocure.ca.gov/event/4265/24-10158.

If an inquiry appears to be unique to a single firm or is marked “Confidential”, CDPH will mail, email, or fax a response only to the inquirer if CDPH concurs with the Proposer’s claim that the inquiry is sensitive or proprietary in nature. If CDPH does not concur, the inquiry will be answered in the manner described herein and the Proposer will be so notified. Inquiries and/or responses that CDPH agrees should be held in confidence shall be held in confidence only until the Notice of Intent to Award is posted.

To the extent practical, inquiries shall remain as submitted. However, CDPH may consolidate and/or paraphrase similar or related inquiries.

1. What to include in an inquiry

a. Inquirer’s name, name of firm submitting the inquiry, mailing address, email address, and telephone number

b. A description of the subject or issue in question or discrepancy found.

c. RFP section, page number or other information useful in identifying the specific problem or issue in question.

d. Remedy sought, if any.

A prospective proposer that desires clarification about specific RFP requirements and/or whose inquiry relates to sensitive issues or proprietary aspects of a proposal may submit individual inquiries that are marked “Confidential”. The Inquirer must include with its inquiry an explanation as to why it believes questions marked “Confidential” are sensitive or surround a proprietary issue.

2. Question deadline

Regardless of delivery method, written inquiries must be received no later than the date and time stated in the section entitled, “Time Schedule.”

Notwithstanding the question submission deadline, CDPH will accept questions or inquiries about the following issues if such inquiries are received prior to the proposal submission deadline.

a. DVBE participation requirements and how to complete the DVBE attachments,

b. The reporting of RFP errors or irregularities.

https://caleprocure.ca.gov/event/4265/24-10158

3. How to submit questions

Submit inquiries using one of the following methods.

U.S. Mail, Hand Delivery or Overnight Express:

Email:

Questions RFP 24-10158

Greg Hester Centralized Contracts Services Unit

MS 1802

1616 Capitol Avenue Sacramento, CA 95814

Subject: Questions RFP 24-10158

Greg Hester Centralized Contracts Services Unit Email: greg.hester@cdph.ca.gov

3. Verbal Questions

Verbal inquiries are discouraged. CDPH reserves the right not to accept or respond to verbal inquiries. Verbal remarks provided in response to inquiries are unofficial and are not binding on CDPH unless later confirmed in writing.

Direct all requests for DVBE assistance to CDPH’s SB/DVBE up to the proposal deadline:

Terry Thomas sbdvbe@cdph.ca.gov

4. Pre-Proposal Conference

CDPH will conduct a voluntary Pre-Proposal Videoconference on the date and time stated in the section entitled, “Time Schedule.” To participate in the Videoconference, either connect at the link below or use a touch-tone telephone to dial (916) 306-8051, and then enter the following access code 593 220 782#.

Teams link: https://www.microsoft.com/en-us/microsoft-teams/join-a-meeting Meeting ID: 255 223 324 697 Passcode: CG974xb2

Prospective proposers that intend to submit a Proposal are encouraged to participate in the voluntary Pre-Proposal Videoconference. It shall be each prospective proposer’s responsibility to join the Videoconference promptly at the time stated in the Key Action Dates above.

CDPH reserves the right not to repeat information for participants that join the Videoconference after it has begun.

If a potential prime contractor is unable to attend the voluntary Pre-Proposal Videoconference, an authorized representative of its choice may attend on its behalf. The representative may only sign-in for one potential prime contractor. Subcontractors may represent a potential prime contractor at the voluntary Pre-Proposal Videoconference.

The voluntary Pre-Proposal Videoconference is a public event or meeting, and anyone can join.

mailto:sbdvbe@cdph.ca.gov https://www.microsoft.com/en-us/microsoft-teams/join-a-meeting

The purpose of the Videoconference is to:

1) Allow prospective proposers to ask questions about the services sought or IFB requirements and/or instructions.

2) Share the answers to general questions and inquiries received before and during the Videoconference.

Spontaneous verbal remarks provided in response to questions/inquiries are unofficial and are not binding on CDPH unless later confirmed in writing.

Carefully review this IFB before the Videoconference date to become familiar with the qualification requirements, scope of work and Proposal content requirements.

Videoconference attendees are encouraged to have their copy of this IFB available for viewing during the Videoconference.

If CDPH is unable to respond to all inquiries received before and/or during the Videoconference, CDPH will provide written answers shortly thereafter. CDPH reserves the right to determine which inquiries will be answered during the Videoconference and which will be answered later in writing.

After the Videoconference, CDPH will summarize all general questions and issues raised before and during the Videoconference and post the questions to Cal eProcure. If an inquiry appears to be unique to a single firm or is marked “Confidential”, CDPH will mail, email, or fax a response only to the inquirer if CDPH concurs with the inquirer’s claim that the inquiry is sensitive or proprietary in nature. If CDPH does not concur, the inquiry will be answered in the manner described herein and the inquirer will be so notified. Inquiries and/or responses that CDPH agrees should be held in confidence shall be held in confidence only until the Notice of Intent to Award is posted.

To the extent practical, inquiries shall remain as submitted. However, CDPH may consolidate and/or paraphrase similar or related inquiries.

Videoconference attendees are responsible for their costs to attend/participate in the Videoconference. Those costs cannot be charged to CDPH or included in any cost element of a Proposer’s price offering.

F. Mandatory Non-Binding Letter of Intent

1. General information

Prospective proposers that intend to submit a proposal are required to indicate their intention to submit a proposal. Failure to submit the mandatory Letter of Intent will result in proposal rejection. The mandatory Letter of Intent is not binding, and prospective proposers are not required to submit a proposal merely because a Letter of Intent is submitted. Use the Letter of Intent (Attachment 1) for this purpose.

2. Submitting the Letter of Intent

Regardless of delivery method, the mandatory Letter of Intent must be received by the date and time stated in the section entitled, “Time Schedule.”

Submit the Letter of Intent using one of the following methods.

U.S. Mail, Hand Delivery or Overnight Express:

Email:

Letter of Intent RFP 24-10158

Timothy Henderson Centralized Contracts Services Unit

MS 1802

1616 Capitol Avenue Sacramento, CA 95814

Subject: Letter of Intent RFP 24-10158

Timothy Henderson Centralized Contracts Services Unit Email: greg.hester@cdph.ca.gov

G. Scope of Work

See Exhibit A entitled, “Scope of Work” that is included in the Sample Contract Forms and Exhibits section of this RFP. Exhibit A contains a detailed description of the services and work to be performed as a result of this procurement. This can be found alongside this solicitation within the file named “Sample Agreement and Exhibits” at https://caleprocure.ca.gov/event/4265/24- 10158.

H. Deliverables-Based Agreement The Contract resulting from this Solicitation is deliverable-based and utilizes a lump sum/fixed price approach as described in SCM V1 § 7.30. The resulting contract will follow applicable Public Contract Code (PCC) provisions, including but not limited to PCC § 10371(c).

I. Qualification Requirements

Failure to meet the following requirements by the proposal submission deadline will be grounds for CDPH to deem a proposer nonresponsive. Evaluators may choose not to thoroughly review or score proposals that fail to meet these requirements. In submitting a proposal, each proposer must certify and prove that it possesses the following qualification requirements.

1. At least two (2) consecutive years of experience of the type(s) listed below. All experience must have occurred within the past three (3) years. It is possible to attain the experience types listed below during the same time period. Proposers must have experience:

a. currently operating, full-service, advertising and/or public relations agency with minimum annual gross billings of $10 million (media placement can be counted toward gross billings).

b. operating an office within California with a minimum of 30 employees.

2. Disclosure regarding whether the agency or any affiliated agencies are working closely with the beverage industry and describe any accounts related to marketing sugary drinks (e.g., soda, sports drinks, sweetened teas/coffees).

3. Proposers must certify they have read and are willing to comply with all proposed terms and conditions addressed in the RFP section entitled, “Contract Terms and Conditions”, including the terms appearing in the referenced contract exhibits.

4. Proposers must either achieve actual Disabled Veteran Business Enterprise (DVBE) participation. Detailed requirements are outlined in Attachment 14 (DVBE Instructions/Forms).

This requirement applies if the total cost or price offered equals $5,000 or more. Participation must meet or exceed 3-percent of the total proposed cost.

5. Corporations must certify they are in good standing and qualified to conduct business in California.

6. Nonprofit organizations must certify their eligibility to claim nonprofit status.

7. Proposers must have a past record of sound business integrity and a history of being responsive to past contractual obligations.

8. Proposers must certify they are financially stable and solvent and have adequate cash reserves to meet all financial obligations while awaiting reimbursement from the State.

9. Proposers must certify their proposal response is not in violation of the requirements of the Darfur Contracting Act of 2008, Public Contract Code Sections 10475, et seq.; Stats. 2008, Ch 272.

10. Proposers must certify their proposal response is not in violation of Public Contract Code (PCC) Section 10365.5 and, if applicable, must identify previous consultant services contracts that are related in any manner to the services, goods, or supplies being acquired in this solicitation.

Detailed requirements are outlined in Attachment 17.

11. The winning Proposer must supply, before contract execution, proof of liability insurance that meets the requirements of Section 5 of Exhibit E entitled, Additional Provisions. This can be found alongside this solicitation within the file named “Sample Agreement and Exhibits” at https://caleprocure.ca.gov/event/4265/24-10158.

12. Proposers must agree to contain their indirect costs at a percentage rate not to exceed 20% of the total amount.

California Law requires Disabled Veteran Business Enterprise (DVBE) participation. CDPH policies require DVBE participation of 3-percent on all contracts exceeding $5,000. All Proposers. Including out-of-state firms must comply with California’s DVBE participation requirements. Proposals without a minimum 3-percent participation from a DVBE Certified prime or subcontractor will be deemed non-responsive.

13. Proposers must certify and submit proof that no prohibited conflict of interest exists in Attachment 19.

J. Proposal Format and Content Requirements

1. General instructions

a. Each firm or individual may submit only one proposal.

For the purposes of this paragraph, “firm” includes a parent corporation of a firm and any other subsidiary of that parent corporation. If a firm or individual submits more than one proposal, CDPH will reject all proposals submitted by that firm or individual.

A firm or individual proposing to act as a prime contractor may be named as a subcontractor in another Proposer’s proposal. Similarly, more than one proposer may use the same subcontractors and/or independent consultants.

b. Develop proposals by following all RFP instructions and/or clarifications issued by CDPH in the form of question-and-answer notices, clarification notices, Administrative Bulletins or RFP addenda.

c. Before submitting a proposal, seek timely written clarification of any requirements or instructions that are believed to be vague, unclear or that are not fully understood.

d. In preparing a proposal response, all narrative portions should be straightforward, detailed and precise. CDPH will determine the responsiveness of a proposal by its quality, not its volume, packaging or colored displays.

e. Arrange for the timely delivery of the proposal package(s) to the address specified in this RFP. Do not delay until shortly before the deadline to submit the proposal.

2. Format requirements

a. Submit one (1) original proposal and two (2) copies or sets.

1) Write “Original” on the original proposal set.

2) Each proposal set must be complete with a copy of all required attachments and documentation.

b. Format the narrative portion of the proposal as follows:

1) Use one-inch margins at the top, bottom, and both sides.

2) Use a font size of not less than 12 points.

3) Print pages single-sided on white bond paper.

4) Sequentially paginate the pages in each section. It is not necessary to paginate items in the Forms Section or Appendix Section.

c. Bind each proposal set in a way that enables easy page removal. Loose leaf or three-ring binders are acceptable.

d. All RFP attachments that require a signature must be signed in ink, preferably in blue ink, or via e-signature.

1) Have a person who is authorized to bind the proposing firm sign each RFP attachment that requires a signature. Signature stamps are not acceptable.

2) Place the originally signed attachments in the proposal set marked “Original”.

3) The RFP attachments and other documentation placed in the extra proposal sets may reflect photocopied signatures.

e. Do not mark any portion of the proposal response, any RFP attachment, or other item of required documentation as “Confidential” or “Proprietary”. CDPH will disregard any language purporting to render all or portions of a proposal confidential.

3. Content requirements

This section specifies the order and content of each proposal. Assemble the materials in each proposal set in the following order:

a. Proposal Cover Page

A person authorized to bind the Proposer must sign the Proposal Cover Page (Attachment 2). If the proposer is a corporation, a person authorized by the Board of Directors to sign on behalf of the Board must sign the Proposal Cover Page.

b. Table of Contents

Properly identify each section and the contents therein. Paginate all items in each section with the exception of those items placed in the Forms Section and Appendix Section.

c. Executive Summary Section

This section must not exceed three (3) pages in length. Evaluators may not review or evaluate excess pages.

In preparing the Executive Summary, do not simply restate or paraphrase information in this RFP. Describe or demonstrate, in the Proposer’s own words, the following information.

1) An understanding of CDPH’s needs and the importance of this project.

2) The tangible results that are expected to be achieved.

3) A sincere commitment to perform the scope of work in an efficient and timely manner.

4) How this project will be effectively integrated into the proposing firm’s current obligations and existing workload.

5) Why the proposing firm should be chosen to undertake this work at this time.

d. Agency Capability Section

This section must not exceed ten (10) pages in length, outside of the forms detailed in this section. Evaluators may not review or evaluate excess pages.

1) Include a brief history of the proposing firm, including:

a) Date of establishment. If applicable, explain any changes in business history (i.e., name change, ownership, partnership arrangements, etc.) or organizational structure that will assist CDPH in determining the qualifications of the proposing firm.

b) A description of the proposing firm’s goals that are relevant, closely related, or will complement this project.

2) Describe experience that qualifies the proposing firm to undertake this project. At a minimum, demonstrate the proposing firm possesses three consecutive years of experience of the types listed in this section. All experience must have occurred within the past five years. It is possible to attain the experience types listed below during the same time period. Proposers must have experience:

a) currently operating, full-service, advertising and/or public relations agency with minimum annual gross billings of $10 million (media placement can be counted toward gross billings).

b) operating an office within California with a minimum of 30 employees.

3) Using Attachment 3 found at https://caleprocure.ca.gov/event/4265/24-10158, describe the accounts or work projects begun and/or completed in the past three years that involved services similar in nature or closely related to the Scope of Work in this RFP. For each account or project listed, include the following information:

a) Name of agency or firm for whom services were performed,

b) Duration or length of the project,

c) Total cost or value of the project,

d) Indicate if the account or project is “active/open” or “closed/settled”,

e) Describe briefly the type and nature of the services performed.

4) Please provide samples (e.g., digital, out of home, radio, video, social media, press materials, fact sheets) of past campaigns which demonstrate past work, creative ideas and concepts, and target populations.

This content does not count towards the page total.

5) Briefly describe any experience that demonstrates the proposing firm’s ability to establish and maintain effective working relationships with government entities, local community-based organizations, and private nonprofit organizations.

6) Identify three client references that the proposing firm has serviced in the past five years that can confirm their satisfaction with the services and confirm if the proposing firm provided timely and effective services or deliverables. Use the Client References form (Attachment 4) for this purpose. Place the completed Client References form in the Forms Section of the proposal.

e. Project Personnel Section

This section must not exceed five (5) pages in length, outside of the forms, documents, and resumes detailed in this section. Evaluators may not review or evaluate excess pages.

1) In this section, describe the proposed staffing plan using Attachment 5 found at https://caleprocure.ca.gov/event/4265/24-10158. In the staffing plan, include at a minimum:

a) Position titles for all proposed employees (persons on the proposing firm’s payroll).

b) Number of personnel in each position.

c) By position, indicate the full time equivalent (FTE) or percentage of staff time devoted to this project (e.g., full time = 1.0, 1/2 time = .50, 3/4 time = .75, 1/4 time = .25, projected number of hours, if hourly, etc.).

d) Monthly salary rate or wage range for each position title. It is the Proposer’s responsibility to project annual merit increases and/or cost of living increases into each wage rate.

Note: Salary rates paid to contract staff should not normally exceed the rates paid to State personnel holding comparable classifications or performing duties with a comparable level of responsibility. CDPH reserves the right to require substantiation of any proposed cost of living percentage/rate increase that exceeds those anticipated to be granted to California state civil service employees during the resulting contract term. CDPH further reserves the right to negotiate a lower cost of living percentage increase/amount if CDPH determines the proposed cost of living percentage/rate increase is less than fully justified or is excessive.

e) Identify by name and/or position title, each key staff person that will have primary responsibility for managing, directing, overseeing and/or coordinating the work of assigned staff, subcontractors and/or independent consultants and who will maintain effective communications with CDPH (i.e., Project or Program Manager, Project or Program Director, Contract Manager, etc.).

i. Briefly, describe each person’s expertise, capabilities, and credentials.

ii. Emphasize any relevant past experience in directing, overseeing, coordinating, or managing other government projects.

f) Include a job description or duty statement for each position title or classification that will perform work under this project. The job descriptions must indicate the typical tasks and responsibilities that will be assigned to the position and may include desired or required education and experience. If extra space is needed, please place all job descriptions or duty statements at the end of the Project Personnel Section.

2) Include a one to two (1-2) page resume for each key staff person (professional, managerial or supervisory) that will exercise a major administrative, policy, or consulting role in carrying out the project work. Place staff resumes in the Appendix Section. To the extent possible, resumes should not include personal information such as a social security number, home address, home telephone number, marital status, sex, birth date, age, etc.

3) Briefly, describe the administrative policies or procedures will be used to ensure that the proposing firm will recruit and select well-qualified, competent, and experienced in-house staff, subcontractors and/or independent consultants.

a) If employee recruitment/selection policies or procedures are present in an operations manual, Proposers may cite excerpts from such manuals. Do not simply indicate that such policies exist and do not attach copies of any policies or manuals to the proposal. If deemed necessary, CDPH may request copies of the Proposer’s existing manuals or policies.

4) Briefly, describe the processes or procedures that will be used to ensure that vacancies are filled expeditiously and that services are continued despite the presence of vacancies.

5) If subcontractors (including independent consultants) will be used to perform contract services, proposers must do the following at the time of proposal submission:

a) Indicate if the Proposer has pre-identified any firms/persons to perform the work or if the Proposer will recruit them later.

i. For each pre-identified subcontractor and independent consultant include:

A. Full legal name.

B. A job description or duty statement that outlines the duties and functional responsibilities that will be assigned to the subcontracted firm or independent consultant.

C. A brief explanation as to why the subcontracted firm or independent consultant was chosen. Stress things such as applicable skills, knowledge, capabilities, past experience or accomplishments, availability, reasonableness of rates, notoriety in a field or specialty, etc.

D. A one to two (1-2) page resume for each pre-identified subcontractor and independent consultant. Place all subcontractor and/or consultant resumes in the Appendix Section. To the extent possible, resumes should not include personal information such as a social security number, home address, home telephone number, marital status, sex, birth date, age, etc.

E. A letter of agreement, signed by an official representative of each subcontracted firm or independent consultant. Place all subcontractor and/or consultant letters of agreement in the Appendix Section.

Specific subcontractor and/or independent consultant relationships proposed in response to this RFP (i.e., identification of pre-identified subcontractors and independent consultants) shall not be changed during the procurement process or prior to contract execution. The pre-identification of a subcontractor or independent consultant does not affect CDPH’s right to approve personnel or staffing selections or changes made after the contract award.

ii. For subcontractors and/or independent consultants that cannot be identified when the proposal is submitted to CDPH or are to be determined (TBD) after the contract is executed, include:

A. An identification of the functions, activities, and responsibilities that will be assigned to each subcontractor and/or independent consultant.

B. A description of the process that will be used to obtain CDPH approval of each subcontractor and/or independent consultant selection along with approval of their budgeted costs and assigned responsibilities.

f. Work Plan Section

This section must not exceed twenty-five (25) pages in length. Evaluators may not review or evaluate excess pages.

1) Overview

a) CDPH is interested in proposals that provide well-organized, comprehensive, and technically sound business solutions. Vague explanations will undermine the proposing firm’s credibility and will result in reduced proposal scores.

b) The Work Plan must include an in-depth discussion and description of the methods, approaches, and step-by-step actions that will be carried out to fulfill all Scope of Work requirements.

c) If the nature of a task or function hinders specific delineation of in-depth methods and procedures (e.g., a task is dependent upon a future action or multiple approaches may be used), explain the probable methods, approaches, or procedures that will be used to accomplish the task or function. Also, describe, in this instance, how the proposing firm will propose the ultimate strategies and detailed plans to CDPH for full consideration and approval before proceeding to carry out the project.

2) Rejection of tasks, activities or functions

a) If full funding does not become available, is reduced, or CDPH determines that it does not need all of the services described in this RFP; CDPH reserves the right to offer an amended contract for reduced services.

b) If the Work Plan contains proposed methods or approaches; functions, tasks, or activities known by CDPH to be ineffective or determined to be unacceptable, CDPH reserves the right to require the substitution of comparable items that can be performed at the same or similar cost.

3) Work Plan content

a) Briefly, explain or describe the overall approach and/or methods that will be used to accomplish the Exhibit A, SOW.

i. Objective 1: Social Marketing Plan (ex. 5-years, allows for annual updates, etc.)

ii. Objective 2: Formative Research

iii. Objective 3: Creative and Media Placement (ex. Placement of an annual media buy; production of creative campaigns, etc.)

iv. Objective 4 – Public Relations and Community Engagement (ex. public relations plan annually, community engagement, allows for annual updates.

v. Objective 5: Media Evaluation (ex. Project reporting, campaign monitoring, develop an annual project management and monitoring plan to track advertising and public relations activities, current personnel and subcontractors, and an evaluation of the effectiveness and cost of these activities)

vi. Objective 6 – Project Management and Personnel Services (ex. Develop an annual end of year report and develop a comprehensive final report by September 30, 2029, etc.)

b) Explain why the particular approaches and methods that are proposed were chosen (e.g., proven success or past effectiveness, etc.).

c) If applicable, explain what is unique, creative, or innovative about the proposed approaches and/or methods.

d) Identify the specific tasks/activities and functions that will be performed in the order they are likely to occur. Include the following in-depth information for each task/activity or function in the work plan:

i. Indicate who will have primary responsibility for performing each major task/activity or function. If known, identify the name and position title of all key personnel, subcontractors, and/or consultants that will perform the work.

If the responsible party is unknown or not yet identified, identify a staff position title or project name/title and indicate “TBD” which is the abbreviation for “to be determined”.

ii. Include a proposed timeline for each objective 1-6 major task/activity or function. Indicate the approximate beginning and ending month, and year(s). If a task/activity or function will only occur in one fiscal period or year, indicate the beginning and ending month and year.

iii. Explain how the proposer intends to measure or prove successful completion of each major task, function, or activity.

iv. Identify the key outcomes that will signify completion or identify deliverables that will result at the conclusion of the various tasks/activities.

e) Take-Over Plan

Describe an initial overall plan and/or approach for coordinating the take-over of existing activities from the current contractor. Address any foreseeable transition complications and potential methods for dealing with or resolving transition complications to minimize the disruption of existing services. Proposers must submit a finalized take-over plan to the State for approval within 30 days after the contract start date.

g. Management Plan Section

This section must not exceed five (5) pages in length, outside of the organizational chart detailed in this section. Evaluators may not review or evaluate excess pages.

1) Describe how the proposing firm will effectively coordinate, manage, and monitor the efforts of the assigned staff, including subcontractors and/or consultants, if any, to ensure that all tasks, activities, and functions are completed effectively and in a timely manner.

2) Indicate how the proposing firm’s budget best aligns with the Scope of Work.

3) Describe the fiscal accounting processes and budgetary controls that will be employed to ensure the responsible use and management of contract funds and accurate invoicing. Include at a minimum, a brief description of all of the following:

a) How the costs incurred under this project will be appropriately accounted for and only applicable project expenses will be billed to CDPH (e.g., use of unique account/project codes, etc.).

b) The proposing firm’s fiscal reporting and monitoring capabilities (e.g., spread sheets, automated fiscal reports, quality controls, checks and balances, etc.) to ensure contract funds are managed responsibly.

c) Proposed billing or invoicing frequency (not more frequently than once per month).

Electronic billing is not possible.

d) Identify the documentation that will be retained on file or submitted to CDPH upon request to prove, support, and/or substantiate the expenses that are invoiced to

CDPH.

4) Include an organization chart. Instructions are explained in the Appendix Section. Place the organization chart in the Appendix Section of the proposal.

h. Facilities and Resources Section

This section must not exceed three (3) pages in length. Evaluators may not review or evaluate excess pages.

Describe the following as it relates to the Proposer’s capacity to perform the…