RFP_24-10215_-_Youth_Cannabis_Prevention_Media_Campaign.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

January 27th, 2025

RE: Request for Proposal (RFP) Number 24-10215, Youth Cannabis Education and Prevention Media Campaign

The California Department of Public Health (CDPH) is soliciting responses from qualified full-service advertising and/or public relations agencies (“Contractor”) that possess the knowledge, expertise, and experience in developing, implementing, and evaluating a strategic, statewide media campaign. The contract term will be from June 3rd, 2025, or upon final California Department of General Services (DGS) Approval, whichever is later, to June 30, 2029.

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 March 17th, 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, email 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

Center for Healthy Communities

Substance and Addiction Prevention Branch

Request for Proposal – Secondary 24-10215 Youth Cannabis Education and Prevention Media 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 # 24-10215 i

Table of Contents

A. Purpose Background, Goals and Objectives

1. Purpose

2. Background

3. Goals and Objectives

B. Time Schedule

C. Contract Term and Anticipated 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

4. Verbal Questions

5. 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 ii

g. Management Plan Section

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

4. Stage 4 – Interview Stage

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

6. Stage 6 – Final Score Calculation

M. Narrative Proposal Rating Factors

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

2. Agency Capability (195 Points after a Multiplier of 1.5)

3. Project Personnel (140 Points after a Multiplier of 2.0)

4. Work Plan (200 Points after a Multiplier of 2.5)

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 iii

c. Protests

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

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

All available for download at: https://caleprocure.ca.gov/event/4265/24-10215

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 Work Sheet (FY 2024/2025) Attachment 7.2 Budget Detail Work Sheet (FY 2025/2026) Attachment 7.3 Budget Detail Work Sheet (FY 2026/2027) Attachment 7.4 Budget Detail Work Sheet (FY 2027/2028) Attachment 7.5 Budget Detail Work Sheet (FY 2028/2029) Attachment 8.1 Subcontractor Budget Detail Work Sheet (FY 2024/2025) Attachment 8.2 Subcontractor Budget Detail Work Sheet (FY 2025/2026) Attachment 8.3 Subcontractor Budget Detail Work Sheet (FY 2026/2027) Attachment 8.4 Subcontractor Budget Detail Work Sheet (FY 2027/2028) Attachment 8.5 Subcontractor Budget Detail Work Sheet (FY 2028/2029) 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 Attachment 24 Certification of California Office and Gross Billings Attachment 25 Guaranty Attachment 26 Agency Fact Sheet Attachment 27 Bankruptcy and Litigation Disclosure v

R. Sample Contract Forms / Exhibits

Exhibit # Exhibit Name

Exhibit A1 Standard Agreement

Exhibit A Scope of Work

Exhibit B

Exhibit B1

Budget Detail and Payment Provisions

Cost Proposal

Exhibit C

General Terms and Conditions (GTC-610 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 Information Privacy and Security Requirements

Exhibit G Resumes

Exhibit H 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 Background, Goals and Objectives

1. Purpose

The California Department of Public Health (CDPH), Center for Healthy Communities (CHC), Substance and Addiction Prevention Branch (SAPB), Youth Cannabis Prevention Initiative (YCPI) is soliciting proposals from qualified full-service advertising and/or public relations agencies (“Contractor”) licensed to do business in California with a California office that possesses the knowledge, expertise, and experience in developing, implementing and evaluating a strategic, statewide media campaign. Proposals must address all of the services described in Exhibit A, “Scope of Work.”

The selected Contractor is responsible for creating a statewide media campaign based on Exhibit A, “Scope of Work.” This solicitation herein after will be referred to within this document and any appendices as Request for Proposal 24-10215, Substance and Addiction Prevention Branch, Youth Cannabis Education and Prevention Media Campaign (YCMCRFP).

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

2. Background Cannabis is the most commonly used drug among California youth.1 In 2023, almost a quarter of high school respondents (23 percent) reported having ever used cannabis, while 10.4 percent are current users; higher than the rates of ever using (21.6 percent) and currently using tobacco (7.3 percent), with African Americans having the highest prevalence of current cannabis use (18.1 percent). The prevalence of current cannabis use among 12th-graders (14 percent) was almost double that of 10th-graders (7.2 percent).2

Cannabis use by youth and young adults in their early 20s can have short- and long-term health effects. According to the U.S. Surgeon General, frequent cannabis use for those under 25-years old is associated with lower school performance, changes in attention and memory, increased school absences, and increased rates of suicidality and suicidal behaviors.3 According to the Centers for Disease Control and Prevention (CDC)4, short-term health effects may include trouble with thinking, paying attention, and remembering; faster heart rate; and increased blood pressure. Long term health effects can include increased risk of heart attack and heart disease, respiratory effects such as chronic bronchitis, and mental health risks such as depression, social anxiety and psychosis.

In 2016, the Control, Regulate and Tax Adult Use of Marijuana Act (known as the “Adult Use of Marijuana Act” or “Proposition 64”) legalized the possession, cultivation, and use of marijuana for non-medical purposes in California for adults 21 years or older. The California Marijuana Tax (“Tax Fund”) fund was created to deposit all revenues, including taxes, collected under the Adult Use of Marijuana Act. Pursuant to California Revenue and Taxation Code Section 34019 subdivision (f), a percentage of the money in the Tax Fund must be deposited into the Youth Education, Prevention, Early Intervention and Treatment Account (YEPEITA) and disbursed to the California Department of Health Care Services (DHCS) each fiscal year.

Through an Interagency Agreement (IAA) with DHCS, CDPH created the Youth Cannabis Prevention Initiative (YCPI), which is comprised of the California Cannabis Surveillance System (CCSS) and the Cannabis Education and Youth Prevention Program (CEYPP).

https://leginfo.legislature.ca.gov/faces/codes_displaySection.xhtml?lawCode=RTC&sectionNum=34019.%22%20t%20%22_blank

CCSS is a public health surveillance system that monitors youth and adult cannabis use; legal, social, and environmental impacts; and clinical outcomes. CEYPP provides health education and prevention to reduce the negative impacts and consequences of cannabis use through media and social marketing campaigns and state and local partnerships.

References

1. NIDA. Media Guide. National Institute on Drug Abuse, 2 Jul. 2018 https://www.drugabuse.gov/publications/media-guide. [Accessed 8 May 2020].

2. Clodfelter, R., Dutra, L. M., Bradfield, B., Russell, S., Levine, B., & von Jaglinsky, A. (2023).

Annual results report for the California Youth Tobacco Survey 2023. RTI International.

3. Gobbi, G., et al. (2019). Association of Cannabis Use in Adolescence and Risk of

Depression, Anxiety, and Suicidality in Young Adulthood: A Systematic Review and Meta-analysis. JAMA Psychiatry. 76(4):426–434.

4. Centers for Disease Control and Prevention. Marijuana and Public Health, Health Effects of

Marijuana. 2021. https://www.cdc.gov/marijuana/health-effects/index.html

3. Goals and Objectives CDPH SAPB is seeking a dynamic advertising and/or public relations Contractor with strong, full-service advertising capabilities to produce and implement a scientifically, developmentally, and culturally appropriate statewide youth cannabis education and prevention media campaign.

The media campaign must be multi-platform and responsive to changes in the media marketplace and consumer behavior with the goal of educating California youth about the risks and consequences of cannabis use to prevent/delay initiation, prevent escalation, and reduce problem cannabis use; and influence social norms, behaviors, knowledge, and attitudes for the following priority audiences:

• Youth, ages 13 – 17

• Young adults, ages 18-20

The media campaign's goal is raising awareness, providing education, and promoting youth cannabis use-prevention strategies for the following secondary audience:

• Parents and guardians

CDPH SAPB may modify and/or identify additional target groups as needed. Other priority goals, strategies, and objectives may evolve over the course of this contract.

Given California’s rich diversity, CDPH SAPB places great emphasis on multicultural, multi-ethnic, and multi-lingual advertising and public relations strategies that maximize reach and impact to targeted populations. Successful Contractor may be required to procure a Subcontractor through a separate competitive process.

If the Contractor does not have full-service capabilities to effectively achieve all components of the Scope of Work, the Contractor is required to identify potential Subcontractors that will do so. If a proposed Subcontractor does not adequately and appropriately demonstrate its successful capability of providing culturally competent efforts that meet the needs of the https://www.drugabuse.gov/publications/media-guide

Scope of Work, the Contractor will be required to procure another Subcontractor through a separate competitive process.

The Contractor must be strategic, adaptable to challenges and opportunities, must have strong project management skills and the ability to effectively manage a team of subcontractors (if subcontractors are necessary to successfully address all components of the Scope of Work).

The Contractor will conduct formative research on cannabis-related knowledge, attitudes, perceptions, and social norms among California youth, young adults, and parents/guardians.

The Contractor will translate the findings of formative research into actionable campaign messaging, creative concepts, and outreach strategies to inform both the media campaign and cannabis-related outreach and education initiatives at the local and state levels. This research should include, at minimum, facilitated focus groups segmented by priority audiences and key demographics within segments and may also include additional qualitative or quantitative methods such as in-depth interviews and/or surveys. Formative research must be adequate in scope and breadth to capture major beliefs, attitudes, and knowledge around cannabis use in each priority audience segment.

Given the demographic diversity of California, formative research activities should aim to achieve theoretical saturation to ensure that the qualitative data collected is relatively generalizable to the priority audiences.

B. Time Schedule Below is the tentative time schedule for this procurement.

Event Date Time (If applicable)

RFP Released Monday, January 27th, 2025, by 3 PM (PT)

Pre-Proposal Conference Thursday, February 13th, 2025 at 1 PM (PT)

Deadline to Submit RFP Questions Tuesday, February 18th, 2025, by 3 PM (PT)

Responses to RFP Questions Posted Friday, February 28th, 2025 by 5 PM (PT)

Mandatory Non-Binding Letter of Intent Friday, March 7th, 2025 by 3 PM (PT)

Proposals Due Date Monday, March 17th, 2025, by 3 PM (PT)

Interviews (Estimated) April 21st, 2025 – April 23rd, 2025

Notice of Intent to Award Posted (Estimated) Tuesday, April 29th, 2025, by 5 PM (PT)

Protest Final Filing Date (Estimated) Tuesday, May 6th, 2025, by 5 PM (PT)

Estimated Contract Start Date Tuesday, June 3rd, 2025, or upon final California Department of General Services (DGS) Approval, whichever is later.

C. Contract Term and Anticipated Funding Amount The term of the resulting agreement is expected to be from June 3, 2025, or upon DGS final approval, whichever is later, to June 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.

The maximum amount allocated for these services for the full four-year contract will be $25,000,000.00 (***Twenty-Five Million Dollars and Zero Cents***). Any proposals over this amount will be deemed non-responsive.

CDPH reserves the right to extend the term via 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 the Department of General Services.

The resulting contract will be of no force or effect until it is signed by both parties and approved by DGS, if required. The Contractor is hereby advised not to 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.

D. Reasonable Accommodations and Document Delivery Warning

1. Reasonable Accommodations

For individuals with disabilities, the Department 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.

Greg Hester 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/4265/24-10215.

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.

3. How to submit questions

Submit inquiries using one of the following methods.

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

Email:

Questions RFP 24-10215

Greg Hester Centralized Contracts Services Unit

MS 1802

1616 Capitol Avenue Sacramento, CA 95814

Subject: Questions RFP 24-10215

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

4. 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

5. 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 840 741 900#.

Teams link: https://www.microsoft.com/en-us/microsoft-teams/join-a-meeting

Meeting ID: 232 040 114 715

Passcode: cb2K8xx9

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.

mailto:sbdvbe@cdph.ca.gov

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

The purpose of the Videoconference is to:

1) Allow prospective proposers to ask questions about the services sought or RFP 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 RFP 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 24-10215

Timothy Henderson Centralized Contracts Services Unit

MS 1802

1616 Capitol Avenue Sacramento, CA 95814

Subject: Letter of Intent RFP 24-10215

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- 10215.

H. Deliverables-Based Agreement The Contract resulting from this Solicitation is deliverable-based and utilizes a lump sum/fixed price approach as described in the State Contracting Manual (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.

1. In submitting a proposal, each proposer must certify and prove that it possesses the following qualification requirements:

2. At least three (3) consecutive years of experience of the type(s) listed below. All experience must have occurred within the past five (5) years. It is possible to attain the experience types listed below during the same time period. Proposers must have experience in:

a. social cause marketing and/or public health advertising.

b. behavior-change marketing/advertising.

c. outreach to the campaign’s priority audiences: youth ages 13 – 17, ages 18 – 20, and parents/guardians.

d. marketing/advertising to multi-lingual, multi-ethnic audiences

e. operating, full-service, advertising and/or public relations agency with minimum annual gross billings of $10 million, which may include media placement billings for agency clients completed by an external media buying service.

3. Have a minimum of 20 employees and a California-based office.

4. No active conflict of interest with tobacco, e-cigarette, cannabis, pharmaceutical or opioid companies. Please explain if your agency works in the alcohol sector. Please see Attachment 19, “Conflict of Interest Certification” for examples of what constitutes a conflict of interest and disclose any past work with these companies. Proposers may be subject to disqualification if CDPH SAPB determines there is a conflict of interest.

5. Proposers must certify they have read and are willing to comply with all proposed terms and conditions addressed in the RFP Section Q, “Contract Terms and Conditions,” including the terms appearing in the referenced contract Exhibits which will be incorporated into the contract.

6. Proposers must achieve actual Disabled Veteran Business Enterprise (DVBE) participation, detailed requirements are outlined in Attachment 14, “Disabled Veteran Business Enterprise Declarations.” 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.

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

California, Attachment 16, “Contractor Certification Clauses (CCC 04/2017)”.

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

9. Proposers must have a past record of sound business integrity and a history of being responsive to past contractual obligations, Attachment 26, “Agency Fact Sheet – Prime” and Attachment 27, “Bankruptcy Litigation Disclosure.”

10. 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, Attachment 25, “Guaranty” and Exhibit B, “Budget Detail and Payment Provisions”.

11. 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, Attachment 20, “Darfur Contracting Act of 2008.”

12. 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, “Follow-On Consultant Contract Disclosure.”

13. The winning Proposer must supply, before contract execution, proof of liability insurance that meets the requirements of Exhibit E, “Additional Provisions.” This can be found alongside this

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.

solicitation within the file named “Sample Agreement and Exhibits” at https://caleprocure.ca.gov/event/4265/24-10215.

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

15. Proposers must certify and submit proof that no prohibited conflict of interest exists in Attachment 19, “Conflict of Interest Compliance Certification Form.”

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.

https://caleprocure.ca.gov/event/4265/24-10215

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. will be 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 fifteen (15) 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 Attachment 26, “Agency Fact Sheet”:

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 in:

a) social cause marketing and/or public health advertising.

b) behavior-change marketing/advertising.

c) outreach to the campaign’s priority audiences: youth ages 13 – 17, ages 18 – 20, and parents/guardians.

d) marketing/advertising to multi-lingual, multi-ethnic audiences

e) operating, full-service, advertising and/or public relations agency with minimum annual gross billings of $10 million, which may include media placement billings for agency clients completed by an external media buying service.

3) Using Attachment 3, “Proposer Previous Experience Summary” found at https://caleprocure.ca.gov/event/4265/24-10215, describe the accounts or work projects begun and/or completed in the past three years by the proposed staff, 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) Briefly describe any experience that demonstrates the proposing firm’s ability to establish and maintain effective working relationships with government entities.

5) Briefly describe experience in targeting similar youth and young adult audiences;

highlight work developed to motivate behavior change – especially with a public health focus; challenges faced and how they were overcome; and describe campaign effectiveness in terms of behavior change and Key Performance Indicators.

6) Agencies should submit two narrative case studies of recent and relevant work, ideally of social cause/behavior change marketing, in digital format (i.e., USB flash drive) not to exceed 15 minutes in length, with a written version of the presentation for CDPH SAPB’s reference. Please include multiple creative elements from each campaign to demonstrate the approach and include social and media components as well as earned and paid media efforts. Case studies may include TV, radio, print, outdoor, digital material as well as any viral, non-traditional, or social media elements. Please https://caleprocure.ca.gov/event/4265/24-10215 include a succinct description or overview (e.g., objectives, strategy, consumer/creative insight, and results) for each ad or campaign and a notation of the timeframe in which the work ran. The succinct description must be included on both the digital format (i.e., USB flash drive) and in written format, not to exceed two pages in length for each campaign. Case studies must be from the proposed prime agency submitting the proposal.

7) Identify three client references for each agency proposed that the firms have serviced in the past five years that can confirm their satisfaction with the services and timely, effective deliverables. Use Attachment 4, “Client References.”

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, “Project Personnel Summary.” 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 no more than 2-page resume for each key staff person (professional, managerial or supervisory) from all proposed agencies that will exercise a major administrative, policy, or consulting role in carrying out the project work. Place staff resumes in the Appendix Section. Resumes should not include personal information such as a social security number, home address, home telephone number, marital status, sex, birth date, age, etc. Resumes are not counted towards that page total of this section.

3) Briefly, describe the administrative policies or procedures which 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 which 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 (20) 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…