RFP_25-009_CA_vs._Hate_Resource_Line_and_Network.pdf

ST AT E O F C AL I FO R NI A | Business, Consumer Services and Housing Agency GAVIN NEWSOM, GOVERNOR

Civil Rights Department 651 Bannon Street, Suite 200 | Sacramento | CA | 95811 800-884-1684 (voice) | 800-700-2320 (TTY) | California’s Relay Service at 711 www.calcivilrights.ca.gov | contact.center@calcivilrights.ca.gov

KEVIN KISH, DIRECTOR

October 9, 2025

REQUEST FOR PROPOSAL (RFP)

SECONDARY METHOD

RFP # 25-009

Title: 2026-2028 California vs. Hate Resource Line and

Network – Media and Outreach Campaign

Notice to Prospective Bidders:

The Civil Rights Department (CRD) seeks proposals from qualified and experienced firms to this Request for Proposal (RFP), entitled “California vs. Hate Resource Line and Network – Media and Outreach Campaign.”

All Agreements entered into with the State of California will include by reference General Terms and Conditions (GTC 02/2025) that may be viewed and downloaded at the following internet site: (https://www.dgs.ca.gov/-/media/Divisions/OLS/Resources/GTC- Updates/GTC-225-February-2025.pdf). If any prospective bidder lacks Internet access, a hard copy can be provided by contacting the person signing this letter. The State’s General Terms and Conditions are not negotiable.

California’s Disabled Veterans Business Enterprises (DVBE) incentive and Small Business (SB) preference programs apply to this RFP. For more information regarding the certification process for eligible entities, please see (https://caleprocure.ca.gov/pages/sbdvbe-index.aspx).

In submitting a response to this RFP, it is each Bidder’s responsibility to:

Carefully read the entire RFP, including all referenced web addresses, regulations, orders and statutes cited in this document.

Carefully follow all instructions. Submit all required bid elements, including the number of copies requested, and information, completed to the best of the Bidder’s ability by the required dates and times.

Note the requested questions to be addressed in the Cover Letter.

Monitor the Department of General Services (DGS), California State Contracts Register (CSCR) on the Cal eProcure website: www.caleprocure.ca.gov for any changes or updates. Bidders are advised to register at the website to receive notification in- reference to any changes or updates to this solicitation, and to receive notification of other bidding opportunities with the State of California.

If a discrepancy occurs between the information in the advertisement appearing on the

CSCR and the information herein, the information in this notice and in the attached RFP shall take precedence.

On March 4, 2022, Governor Gavin Newsom issued Executive Order N-6-22 regarding Economic Sanctions against Russia and Russian entities and individuals. “Economic Sanctions” refers to sanctions imposed by the U.S. government in response to Russia’s actions in Ukraine, as well as any sanctions imposed under state law. By submitting a bid or proposal, Contractor represents that it is not a target of Economic Sanctions. Should the State determine Contractor is a target of Economic Sanctions or is conducting prohibited transactions with sanctioned individuals or entities, that shall be grounds for rejection of the Contractor’s bid/proposal any time prior to contract execution, or, if determined after contract execution, shall be grounds for termination by the State.

The proposed Agreement is valid and enforceable only if sufficient funds are made available by the Budget Act of the appropriate fiscal year for the purpose(s) of the Agreement. In addition, the proposed Agreement is subject to any additional restrictions, limitations, or conditions enacted by the Legislature, which may affect the provisions, terms, or funding of the Agreement in any manner. If full funding does not become available, CRD will either cancel the resulting Agreement or amend it to reflect reduced funding and reduced activities.

In the opinion of CRD, this RFP is complete and without need of explanation. However, if you have questions or need any clarification of information contained herein, please email your questions by the required date. Do not contact other CRD staff regarding questions related to this RFP.

CRD was formerly known as the Department of Fair Employment and Housing (DFEH).

There may be references to DFEH throughout this RFP which remain while updates occur regarding the recent name change. Documents and other references to DFEH will carry the same legal binding as if they were documents and references to CRD.

Xai Thao Contracts Analyst Email: xai.thao@calcivilrights.ca.gov i

TABLE OF CONTENTS

1. Key Action Dates

2. Statement of Work

2.1 Overview

2.2 Objectives

2.3 Target Demographics, Communities, and Organizations

2.4 Deliverables

2.5 Project Management

2.6 Intellectual Property

2.7 State Responsibilities

2.8 Location of Services Provided by Contractor

2.9 Notification of All Issues Affecting Work Under the Agreement

3. Minimum Requirements of Bidders

3.1 Technical and/or Experience Requirement

3.2 California State Qualified

3.3 General Terms and Conditions (GTC 02/2025)

3.4 Subcontractors

3.5 Insurance

3.5.1 Meet ORIM Requirements

3.5.2 Certification of Insurance

3.5.3 Requirement to Notify CRD of terminated Insurance Coverage

3.5.4 30 Day notice to cancel from insurer

3.5.5 Change of Carriers, Lapses, Expiration, or Cancellation of Insurance

3.5.6 Coverage Term ........................................................................................... ….16

3.5.7 Primary Insurance

3.5.8 Coverage Requirements

3.5.8.1 Worker’s Compensation and Employer Liability Coverage

3.5.8.2 Commercial General Liability Coverage

3.6 Assignment of Work, and Restricted License

4. Contract Term and Budget/Cost Limitations

5. Bidder Questions and Bidder’s Conference

5.1 Bidder Questions

5.2 Bidders’ Conference

6. Required Proposal Elements and Information

7. Other Important Information for Bidders

7.1 Confidentiality of Bids

7.2 Payment

7.3 Change Orders/Administrative Changes

8. Evaluation Process

8.1 Overview

Phase I: Technical Evaluation

8.1.1 Minimum Qualifications

ii

8.1.2 Proposal Evaluation Criteria

8.2 Evaluation Methodology

8.3 Phase II: Cost Evaluation and Final Scoring

8.3.1 Cost Evaluation

8.3.2 Adjustment for Target Area Contract Preference Act Preference Program

8.3.3 Adjustment for Small Business Preference Program

8.3.4 Adjustment for Disabled Veteran Business Enterprise Incentive Program

9. Submission Procedure

10. Award and Protest

11. Disposition of Proposals

12. Agreement Execution and Performance

13. Preference and Incentive Programs

13.1 Commercially Useful Function

13.2 Disabled Veteran Business Enterprise Participation Requirement

13.2.1 Disabled Veteran Business Enterprise Submission Requirements

13.2.2 Required Disabled Veteran Business Enterprise Participation Forms

13.3 Small Business Preference Program

13.3.1 Small Business Submission Requirements

13.3.2 Required Small Business Participation Forms

13.3.3 Small Business/Disabled Veteran Business Enterprise Resources

13.4 Target Area Contract Preference Act Program

13.4.1 Target Area Contract Preference Act

14. Generative Artificial Intelligence (GENAI)

ATTACHMENTS

ATTACHMENT 1 PROPOSAL CHECKLIST

ATTACHMENT 2 PROPOSAL/PROPOSER CERTIFICATION SHEET

ATTACHMENT 3 CONTRACTOR CERTIFICATION CLAUSES (CCC-04/2017)

ATTACHMENT 4 MINIMUM REQUIREMENTS AND REFERENCES

ATTACHMENT 5 BIDDER DECLARATION (GSPD-05-105)

ATTACHMENT 6 DISABLED VETERAN BUSINESS ENTERPRISE DECLARATIONS

ATTACHMENT 7 NON-SMALL BUSINESS SUBCONTRACTOR PREFERENCE

REQUEST AND SMALL/MICRO BUSINESS SUBCONTRACTOR

ACKNOWLEDGEMENT FORM

ATTACHMENT 8 DARFUR CONTRACTING ACT CERTIFICATION

ATTACHMENT 9 COMMERCIALLY USEFUL FUNCTION CERTIFICATION

ATTACHMENT 10 PAYEE DATA RECORD

ATTACHMENT 11 ASSIGNMENT OF WORK /RESTRICTED LICENSE REGARDING

DELIVERABLE

ATTACHMENT 12 BUSINESS LICENSE/BUSINESS OPERATION

TAX CERTIFICATION

ATTACHMENT 13 CALIFORNIA CIVIL RIGHTS LAWS CERTIFICATION

ATTACHMENT 14 IRAN CONTRACTING ACT VERFICATION FORM

ATTACHMENT 15 TARGET AREA CONTRACT PREFERENCE ACT PREFERENCE

REQUEST FOR GOODS AND SERVICES SOLICITATIONS

ATTACHMENT 16 MEDIA METHODOLOGY AND MEDIA IMPRESSIONS

ATTACHMENT 17 COST PROPOSAL/BID SHEET

ATTACHMENT 18 SAMPLE STANDARD AGREEMENT (STD 213 & EXHIBITS)

RFP 25-009 California vs. Hate Resource Line and Network – Media and Outreach Campaign

1. KEY ACTION DATES

It is recognized that time is of the essence. All proposers are hereby advised of the following schedule and will be expected to adhere to the following required dates and times.

Release of RFP on California State Contracts Register (CSCR)

October 9, 2025

Submittal of Questions for Clarification Due Date October 16, 2025, by 2:00 pm (PST) CRD Response to Questions Due Date* October 21, 2025, by 4:00pm (PST) Proposals Due Date** October 30, 2025, by 2:00 p.m. (PST) Initial Administrative Review November 3, 2025 Phase I – Evaluation and Scoring of Proposals* Week of November 3, 2025, Phase II – Cost Calculations and Application of Socio-Economic Adjustments*

Week of November 10, 2025

Post Notice of Intent to Award* November 17, 2025

Anticipated Contract Start Date* January 2, 2026, or Upon DGS Approval

*Completion of this activity is an approximate date and may be adjusted by CRD as needed without an addendum to this RFP.

**The Proposal Due Date cannot be changed except by an official addendum/version posted on BS3/event-search.aspx.

Please refer to https://www.caleprocure.ca.gov/pages/Events-BS3/event-search.aspx as you develop your proposal for the latest information. All dates listed above, after the “Sealed Proposal Due Date”, are projected and subject to change.

2. STATEMENT OF WORK

The Civil Rights Department (CRD) is the largest state civil rights agency in the country, operating out of six (6) offices throughout California. CRD’s mission is to protect the people of California from unlawful discrimination in employment, housing, public accommodations, and state-funded and state-administered programs and activities, and from hate violence and human trafficking.

To accomplish this mission, CRD receives, investigates, conciliates, mediates, and prosecutes complaints of alleged violations of the Fair Employment and Housing Act (FEHA), Unruh Civil Rights Act, Disabled Persons Act, and statutes prohibiting discrimination in state-funded activities and programs, among other civil rights laws. CRD also enforces the Ralph Civil Rights Act, which forbids acts of violence or threats of violence because of a person’s actual or perceived sex/gender (including pregnancy, childbirth, and related medical conditions) gender identity, gender expression, race, color, religion, ancestry, national origin, disability, medical condition, genetic information, marital status, sexual orientation, citizenship, primary language, immigration status, political affiliation, or position in a labor dispute.

CRD enforces the civil protections in California’s civil rights laws. It does not enforce the criminal provisions of California’s civil rights laws. CRD is empowered to act as a “peacemaker” when communities experience conflict or tension as a result of discriminatory practices. CRD mediation services can be made available upon the request of a state or local public body, or upon the request of any person directly affected by a civil rights dispute, disagreement, or difficulty that threatens “peaceful relations” in a community.

In addition, CRD has an outreach and education program designed to increase and promote awareness to the civil rights protections that CRD enforces.

To learn more about CRD visit: www.calcivilrights.ca.gov

2.1 Overview

CRD seeks a contractor to further develop and grow an existing media and outreach campaign to promote awareness and usage of CRD’s California vs Hate Resource Line and Network. This campaign shall engage as many Californians as possible, including Californians who do not speak or read English, with a focus on traditionally hard to reach communities, such as those that are marginalized or rural, communities targeted for hate, and community-based organizations (CBOs) serving those communities. This campaign shall simultaneously promote high-quality engagements so that Californians retain knowledge of the California vs Hate Resource Line and Network. This campaign shall have a proactive, affirmative strategy while also being able to rapidly respond to events.

The California vs Hate Resource Line and Network is a non-emergency information, resource, and reporting line and network for individuals and communities targeted for hate. People who call or submit a report can learn about their different options for assistance and reporting (if interested), and for next steps. This may include connecting with resources that culturally competent CBOs can offer, including mental health or other social services support. Individuals and communities can choose to receive follow-up from our staff on options for next steps. If requested, the California vs Hate Resource Line and Network can provide additional information about contacting law enforcement and the general ways in which a criminal investigation proceeds in these cases. California vs Hate Resource Line and Network offers trauma-informed in-language support for all communities via a phone number and an online portal. In addition to individuals targeted for hate, we anticipate that CBOs that work with individuals targeted for hate will use the California vs Hate Resource Line and Network.

The Contractor must have experience with creating, developing, and implementing a multilingual and/or diverse cultural anti-hate media campaign (or a media campaign of a similar focus) targeted at both English speaking and limited English proficient audiences, and including accessible materials, alternative formats, and other methods to reach people with intellectual, cognitive, vision, hearing, and mobility-related disabilities. Diversity includes race, ethnicity, national origin, citizenship status, gender, gender identity, sexual orientation, religion, disability, immigration status, and language ability. Strong consideration will be given to contractors that have demonstrated community ties or relationships in communities that are targeted for hate.

This may include developing mechanisms to get input from people with lived experience of discrimination and acts of hate to inform the campaign and make it as effective as possible, using accessible processes to include people with disabilities. Strong community ties or relationships in communities may be demonstrated by past or ongoing partnerships with CBOs that serve people targeted for hate. These partnerships may have informed previous campaigns or helped to disseminate messaging to target communities.

The Contractor must have or be able to obtain access to markets reaching diverse communities using different platforms, including social media, television, radio, print, digital advertising, and in-store or other in-person or out-of-home methods, including ensuring all materials are accessible to people with disabilities and people who speak languages other than English.

The Contractor must have or be able to access expertise in identifying target demographic and geographic markets based on the target audiences identified in Section 2.3 “Target Demographics, Communities, and Organizations”. Strong consideration will be given to contractors that have worked extensively with CBOs or faith-based institutions that serve the target audience identified and have demonstrated that they have earned their trust. CBOs and faith-based institutions may demonstrate earned trust in many different ways, including but not limited to the following: demonstration of a history of people coming to their organizations or institutions to access social services and support when they are targeted for hate or discrimination or at other times of need; a history of collecting reports of hate incidents and crimes from survivors; demonstrated advocacy alongside survivors for support and policy change in the aftermath of an act of hate.

2.2 Objectives

The objectives of the California vs Hate Resource Line and Network - Media and Outreach Campaign are to reach as many Californians targeted for hate as possible and to accomplish the following:

A. Create awareness of the California vs Hate Resource Line and Network, how to access it, and what to expect.

B. Create awareness of what constitutes a hate incident and a hate crime, and why it matters.

C. Expand understanding of how people in California can combat hate, help prevent acts of hate, and get support.

D. Create an anti-hate message that includes information about how people can combat hate and access resources in the aftermath of a hate incident or crime.

E. Create a message that demonstrates solidarity with communities targeted for hate and a call to come together to combat hate and to support survivors.

F. Create accessible, legally compliant, and multi-format media products and other assets, such as materials that CBOs can use to encourage people to report hate, to be used by the Contractor and CRD.

G. Enable CRD to provide a rapid response following high profile hate incidents, crimes, or other incidents that may cause backlash against a community that may be targeted for hate. The bidder is encouraged to identify proposed mechanisms for rapid response, including, for example through social media content.

H. Work with CBOs to ensure that the campaign is effectively reaching communities targeted for hate and develop materials that may be shared by those entities.

2.3 Target Demographics, Communities, and Organizations

The California vs Hate Line and Network – Media and Outreach Campaign shall have the following target demographics, communities, and organizations, and serve, at least, the six (6) listed geographic markets.

Primary Target

A. Individuals and communities targeted for hate, including those from:

i. Asian American, Native Hawaiian, and Pacific Islander (“AA and NHPI”) communities

ii. Latin(x) communities

iii. Indigenous communities

iv. African American and Black communities

v. Lesbian, Gay, Bisexual, Transgender, and Queer (“LGBTQ”) communities

vi. Muslim, Sikh, Hindu, Christian, Jewish, and other faith-based communities

vii. People with disabilities, including people who are blind, have low vision, are deaf or hard of hearing, and/or use American Sign Language.

viii. Elders

ix. Limited-English and non-English speaking communities

x. Students of all ages

xi. Communities living at the intersection of multiple identities.

B. CBOs, faith-based institutions, medical providers, educational institutions, educators, advocacy organizations, influencers, and major brands that work with and/or support individuals from communities targeted for hate.

Secondary Target

A. Law enforcement agencies responding to hate incidents and crimes across the state of California, including detectives and officers who may come in contact with people targeted for hate who are seeking resources.

B. Providers of culturally competent services and resources, including mental health services.

Tertiary Target

A. Housing providers and other businesses required to take prompt action to correct and end harassment by their employees and agents and third parties (e.g., other tenants, other residents, or contractors hired by the housing provider).

B. Local government leaders who may be able to connect communities targeted for hate with the Network for resources and support.

C. Members of the general public who can combat hate and support survivors.

Geographic Markets

The Contractor shall provide all services in this Contract by connecting individuals and communities targeted for hate, and organizations serving these communities, with information about the CA vs Hate Resources Line and Network statewide. This will include, at least, the following six (6) geographic areas in California:

A. Los Angeles B. San Diego/Imperial County C. Riverside/Inland Empire D. Bay Area E. Sacramento/North State F. Fresno/Central Valley

This includes the capacity to reach communities in rural, indigenous, and urban areas, particularly counties that have historically had little-to-no reports of hate to law enforcement or to the CA vs Hate Resource Line and Network.

2.4 Deliverables

A. Media and Outreach Plan:

The Contractor shall develop a written, detailed Media and Outreach Plan in report format which, at minimum, includes and/or addresses the following:

i. Market Analysis

The Contractor shall conduct a market analysis which shall be a research effort to determine the most appropriate and effective approach to address the objectives and target audiences within this RFP. The Contractor shall present its findings, and may utilize text, graphs, charts, etc. The Contractor shall complete the market analysis consistent with the target audiences identified in Section 2.3 “Target Demographics, Communities, and Organizations,” with details on how it will address these audiences in at least the six (6) listed geographic areas.

As part of the market analysis, the Contractor shall engage with communities targeted for hate to test messaging (e.g., focus groups).

The market analysis will also include, at a minimum, research that:

1. Identifies the priorities of the target audiences in the identified geographic markets with respect to hate incidents and hate crimes and connects these priorities to the Contractor’s proposal.

2. Supports the Contractor’s proposed media mix to reach the identified target demographics with target geographic markets.

3. Identifies the most effective messaging to accomplish the objectives identified in Section 2.2 “Objectives.”

4. Supports the mix of languages that should be used to reach target demographics within target geographic markets.

ii. Media and Outreach Objectives.

The Contractor shall creatively present and detail how it will meet the objectives and reach all of the target audiences identified in Section 2.3 “Target Demographics, Communities, and Organizations” based on its Market Analysis, professional experience, and/or other professional and reliable information sources. The Contractor shall identify any professional and reliable information source it has used by utilizing foot notes or another reference mechanism in its proposal.

iii.Media and Outreach Mix

The Contractor shall provide a list and explanation of the design of its proposed media products and outreach activities. The combination of these media products and outreach activities will be referred to as the “media and outreach mix.” This list shall meet or exceed the minimum quantities of each media product listed below.

This explanation shall include a list of proposed media products from the categories identified below and the design detail of the different types of proposed media products. This design detail may include, but is not limited to, length and quantity of radio/tv media products, time of day and frequency of running/airing media products, size and/or visual themes of media products, information included in each media product, and what media outlets will be utilized to share each product.

This explanation shall also specify how each media product reaches one or more target demographic and geographic market. This specification shall include the language of the proposed media mix products.

Products for CRD are typically developed in the following target languages: English, Spanish, Tagalog, Korean, Simplified Chinese and Vietnamese. Other languages to be considered include Punjabi, Amharic, Farsi, Arabic, Japanese, and/or Khmer. This list is for illustrative purposes only; the Contractor shall not be required to produce products in all of these languages, although the Contractor shall be responsible for utilizing media products in the languages required to meet the target demographics within the target geographic markets.

The overall media mix should include products from all of the following categories and meet or exceed the minimums of each media product:

1. Digital in-language content, in at least three languages other than English.

This may include a video template to scale cost effectively but must include

a. 90 seconds or less “explainer” videos that would be appropriate for play on smart phones and social media;

b. 2-3 minutes narrative-based videos

c. Infographics

2. Digital content targeting at least three (3) primary targets identified in Section

2.3 “Target Demographics, Communities, and Organizations. This may include a video template to scale cost effectively.

3. One (1) or more narrative-based television public service announcements

(PSA)

4. One (1) or more narrative-based radio PSAs

5. One (1) or more outdoor elements (e.g., billboard, sign, poster, installation)

6. One (1) or more social media advertisements for use on

Google/Facebook/YouTube/Instagram, Tik Tok, etc.

7. One (1) or more posters for use in businesses or public spaces.

8. One (1) or more newsletter emails to provide ongoing information and resources to keep partners and members of the public engaged with California vs Hate.

9. One (1) or more elements that can be used on the California vs Hate website.

This may be an element created for one of the other media products, but should be made compatible for use on the California vs Hate website.

All materials must comply with applicable laws, ensuring content is accessible to people with disabilities, including Government Code section 11546.7 and Web Content Accessibility Guidelines (WCAG) for web-based content and California Government Code sections 7405 and 11135 for electronic and other content.

The Contractor will describe how it would engage with CBOs that have earned the trust of communities targeted for hate, as well as how the Contractor would use this engagement to inform its media plan and assets created. These outreach activities will also address how the Contractor would work with CBOs to engage in rapid response in the aftermath of a hate incident or crime or other incident that may have an impact on communities across the state.

The Contractor may have multiple ways to identify a CBO that has earned the trust of communities targeted for hate. This includes, but is not limited to: people in communities targeted for discrimination and hate seek support, including, for example, social services, legal advice, housing, etc., from the CBO; a CBO has a track record of collecting hate incident and hate crime data from survivors of hate violence; CBOs may regularly speak out in support of and/or on behalf of communities targeted for hate.

B. Project Plan

The Contractor shall develop a detailed Project Plan listing and explaining all steps/tasks required to create and implement the Media and Outreach Plan. This Project Plan shall be submitted as part of the proposal and shall include, but not be limited to, the following:

creation and approval of Media Plan with market analysis, creation of media products, negotiate/purchase/buy/follow-up of media product placement, employment activities, outreach activities, etc.

The Project Plan may be subject to CRD’s feedback and must be approved by CRD before the Contractor executes the finalized media campaign. Special consideration shall be given to bidders that will include a community organizer in the campaign who will work closely with CBOs.

C. Development and Implementation of Media and Outreach Plan i.The media and outreach campaign will run/air no later than by the end of the 3rd month after contract execution through the end of the contract.

ii.The Contractor shall be responsible for all development and implementation of media products and their placement including, but not limited to:

1. Ordering and distributing printed media;

2. Negotiating radio media spots with broadcasters;

3. Negotiating television media spots with television broadcasters;

4. Negotiating internet advertisement placements, including through social media influencers;

5. Managing employees and subcontractors;

6. Paying for and managing distribution, display, and/or broadcast of media as specified under the approved Media and Outreach Plan;

7. Monitoring locations and replacing missing or damaged printed materials during outdoor advertising;

8. Tracking and verifying media presence through the campaign by documenting all graphic media placement and radio ads; and

9. Engaging with CBOs that work with communities targeted for hate to get input on the campaign and to share material for distribution.

D. Monthly Status Report

The Contractor shall prepare a Monthly Status Report describing the progress of the deliverables by referencing their progress to completion and due date and addressing any identified risk and/or issues.

This report shall also include the number of hours used/spent by each of the Contractor’s and/or subcontractor’s staff the previous month, the status of any incomplete work, the number of new partnerships established, and the upcoming activities and work to be performed in the following month. If any activity or work scheduled for the current month is not completed, the activity or work shall be included as part of the following month’s upcoming activity or work.

This report shall be due by the 5th of each month. If the 5th of the month lands on a weekend, the report shall be due on the first business day following the weekend. In the case the contract ends before the annual due date, the Contractor shall provide this report before the contract’s expiration.

E. Annual Status Report

The Contractor shall prepare an Annual Status Report which is an aggregate of the information within the Monthly Status Reports from the previous year.

If any activity or work scheduled for current year is not completed, the activity or work shall be included as part of the following year’s upcoming activity or work.

This report shall be due by the 5th of July of each year. If the 5th of July lands on a weekend, the report shall be due on the first business day following the weekend. In the case the contract ends before the annual due date, the Contractor shall provide this report before the contract’s expiration.

F. Media Exposure and Outreach Effectiveness Report

The Contractor shall prepare a report evaluating the effectiveness of the Media and Outreach Plan and its implementation.

This report shall include, at a minimum, pre-and post-exposure methodology to understand the impacts and effects of the media campaign. The report should also include a measure of reach, frequency, and number of impressions. For social media impact, the Contractor shall provide metrics including traffic, clickthrough rate, and engagement. The report should include a measurement of both the quality and quantity of impressions – how effective was the campaign in reaching the target audience and getting engagement and follow up. The report should include the number of engagements with CBOs or community leaders, and whether CBOs used assets created by the contractor.

This report is due quarterly on the 5th of every month and must include photos of outdoor advertisements as well as details on locations. If the 5th of the month lands on a weekend, the report shall be due on the first business day following the weekend. In the case the contract ends before the quarterly due date, the Contractor shall provide this report before the contract’s expiration.

G. Annual Update of Media Products

The Contractor shall collaborate with CRD on any updates that need to be made to the media products on an annual basis. These updates are expected to be minimal and such collaboration shall typically occur after CRD receives the Contractor’s Annual Status Report.

Deliverable Summary Deliverable

Identifier Title Due Date

A Media Campaign Plan Thirty (30) days after contract execution

B Project Plan Thirty (30) days after contract execution

C Development and Implementation of Media and Outreach Plan

C.1

Digital in-language content, in at least three languages other than English. This may include a video template to scale cost effectively but must include

90 seconds or less “explainer” videos that would be appropriate for play on smart phones and social media;

2-3 minutes narrative-based videos Infographics

End of 2nd month after contract execution

C.2

Digital content targeting at least three (3) primary targets identified in Section 2.3 “Target Demographics, Communities, and Organizations.

This may include a video template to scale cost effectively.

End of 3rd month after contract execution

C.3 One (1) or more narrative-based television PSAs completed

C.4 One (1) or more narrative-based radio PSAs completed

C.5 One (1) or more outdoor elements completed (e.g. billboard, sign, poster, installation)

C.6 One (1) or more social media advertisement for use on Google/Facebook/YouTube/Instagram, Tik Tok, etc. completed

C.7 One (1) or more posters for use in businesses or public spaces.

C.8 One (1) or more newsletter emails to provide ongoing information and resources to keep partners and members of the public engaged with California vs Hate.

C.9

One (1) or more elements that can be used on the California vs. Hate website. This may be an element created for one of the other media products but should be made compatible for use on the California vs. Hate website.

2.5 Project Management

The Contractor is expected to manage the deliverables within the Statement of Work. Project management includes, but is not limited to, the following items:

A. Designating a Project Manager to oversee the deliverables and continuous services within the contract and meet with CRD’s Project Manager as outlined in this Statement of Work.

B. Providing and implementing a well-organized and complete plan for all deliverables;

C. Providing competent and qualified experts in all technical and administrative areas;

D. Meeting the terms of the Contract in a cost-competitive manner within the stated specifications, budget, and schedule;

E. Monitoring resources and expenditures to ensure fulfillment of deliverables and objectives within the approved budget;

F. Monitoring and tracking quality of performance, staff, subcontractors, and other relevant factors to ensure contract compliance and excellence;

G. Responding to the identified workload in a timely manner and consistently meet all work product and event deadlines;

H. Identifying and reporting problems in a timely manner and recommend and implement solutions;

I. Meeting with CRD staff as required by CRD Project Manager to discuss progress, needs, problems, solutions, and deliverables;

J. Understanding and complying with CRD’s administrative processes and procedures; and K. Obtaining approval from the CRD Project Manager for any replacement, substitution, or addition of key staff under the Agreement.

2.6 Intellectual Property

Intellectual Property is defined as intangible assets that are subject to statutory protection under applicable patent, copyright, and trademark law. Intellectual property includes, but is not limited to, inventions, industrial designs, identifying marks and symbols, electronic publications, trade secrets, and literary, musical, artistic, photographic and film works.

Work product(s) developed under this contract shall be considered intellectual property and shall solely remain the property of CRD and/or the State of California.

D Monthly Status Report

5th of every month after contract execution

E Annual Status Report July 5th of every year

F Media Exposure Effectiveness Report 5th of the month on a quarterly basis

G Annual Update of Media Products

As mutually agreed upon by CRD and the Contractor

2.7 State Responsibilities

CRD’s responsibilities under the resulting contract shall be to:

A. Offer input and collaborate on the Media and Outreach Plan and Project Plan, which includes providing additional information on demographics and markets where requested.

B. Consult with the Contractor in the creation of all television, internet, graphic and radio media content for PSAs and outdoor advertising media to include on billboards, bus signs, wall- graphics, and/or print advertising.

C. Provide licensing and assignment rights of pre-existing CRD media materials as well as schedule CRD personnel to review and approve the Contractor’s final Media and Outreach Plan and Project Plan.

D. Provide introductions to CRD partners, including stakeholders, where requested and feasible.

E. Review and accept work completed by the Contractor as specified in the Statement of Work. CRD shall have sole determination as to whether any of the Statement of Work has been successfully completed.

F. Designate a CRD Project Manager to oversee contract deliverables and implementation problems including, but not limited to:

i. Reviewing and approving the finalized Media and Outreach Plan and Project Plan prior to implementation;

ii. Monitoring the progress of the Media and Outreach Plan and Project Plan; and

iii. Communicating any issue, concerns, or problems regarding the methodology and/or deliverables.

2.8 Location of Services Provided by Contractor

Other than meeting with CRD personnel, the Contractor will not complete services at CRD sites.

The Contractor is responsible for determining where services shall be completed and providing a secure location(s) for the work which will be awarded under this RFP. The Contractor shall collaborate with CRD personnel where required for meetings at CRD’s offices, significant email communications, and frequent telephone and/or video calls.

2.9 Notification of All Issues Affecting Work Under the Agreement

The Contractor shall be responsible for providing timely notification to CRD of any issues that might affect the quality of materials, quality of work, safety, and/or the timelines established or associated with the services provided.

3. MINIMUM REQUIREMENTS OF BIDDERS

For a bid to be responsive and responsible, Bidders, combined with their proposed subcontractors for this project, must meet or comply with the minimum requirements stated under Section 2 “Statement of Work” and Section 3 “Minimum Requirements of Bidders.”

3.1 Technical and/or Experience Requirements

Bidders, combined with their proposed subcontractors, must meet the minimum technical and/or experience requirements in order to be evaluated under this RFP. The minimum requirements and desired qualifications of each Bidder will be evaluated based upon the information, personnel resumes, and sample work products provided in response to this RFP.

Minimum technical and/or experience requirements are classified as follows:

Minimum (M) - The Bidder must possess these minimum requirements. If any of the minimum requirements are not met, the offer is deemed non-responsive. The degree by which each Bidder meets the qualifications may vary; those Bidders that possess higher than the minimum requirements will be awarded more points in the evaluation phase.

Desired (D) - The desired qualifications are not required but have been identified as important or significant to successful completion of deliverables in the Statement of Work. If the Bidder does not possess desired qualifications, the offer will still be considered responsive. The degree by which each Bidder possesses the desired qualifications may vary. The points awarded in the evaluation phase shall be determined by the quality and quantity of examples provided.

The technical and/or experience requirements for Bidders are listed below:

M-1 Minimum

Bidder shall submit a minimum of three (3) references for similar services for media campaigns conducted within the last three (3) years. If a Bidder cannot provide three references for similar services for media campaigns conducted within the last three (3) years, CRD may consider reasonably equivalent alternatives to meeting this requirement provided the Bidder provide an explanation as to why the alternatives are equivalent.

M-2 Minimum

Demonstration of successful execution of at least one (1) multilingual and/or diverse cultural media campaign targeted at limited English proficient audiences within the last three (3) years.

M-3 Minimum

A minimum of three (3) prior media campaigns that individually or collectively represent a similar or greater size, scope and/or target market of this RFP using television, internet, radio and outdoor/public advertising to deliver campaign messages. Bidder shall submit at least three (3) samples of work illustrating the Bidder’s creative strengths and execution capabilities. Samples must be submitted as weblinks. No other format will be acceptable. Samples could include, but are not limited, to the following:

A. Radio ads;

B. TV or internet ads;

C. Print ads (5” X 7” or 8” X 10” photos are acceptable);

D. Public relations campaign studies (with photos or other materials); and/or E. Additional items other than TV, print, or radio.

M-4 Minimum

At least three (3) years of experience in designing, administering, and completing advertising and media campaigns for anti-hate initiatives or similar programs.

D-1 Desired

Two (2) or more media campaigns completed for a California State Agency/Department and/or other government entities.

D-2 Desired

Description of Bidder’s protocol for managing vendors or subcontractors to ensure quality and timely performance.

D-3 Desired

Demonstration of how the Bidder, together with their subcontractors have reached diverse audiences through previous campaigns. Examples may include how the Bidder worked with partners from across different communities to reach individuals targeted for hate in-language and with cultural competence.

D-4 Desired

The Bidder proposes a plan for engaging with CBOs or individuals that have earned the trust of communities targeted for hate to review and offer input on the media campaign. Bidders may offer many different proposals for this engagement: it may include members of the team with lived experience of hate or discrimination or the creation of advisory boards or similar mechanisms for capturing this information.

3.2 California State Qualified

The Bidder and subcontractors must be licensed and qualified to do business in California. The Bidder is required to provide a copy of its business license (Attachment 12) and to review and sign the Contractor’s Certification Clauses (CCC-04/2017) (Attachment 3).

3.3 General Terms and Conditions (GTC 02/2025)

By responding to this RFP, the Bidder agrees that the State’s General Terms and Conditions shall apply to the contract executed as a result of this RFP. The State’s General Terms and Conditions (02/2025) are available at (https://www.dgs.ca.gov/OLS/Resources/Page- Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language).

3.4 Subcontractors

The contractor may use subcontractor(s), but such subcontractor(s) shall be subject to all requirements, terms, and conditions specified in Government Code Section 14837(d) (4). The Bidder, if using a subcontractor(s), must abide by the State contracting rules, which states that prime contractors acting as fiscal agents are prohibited. Specifically, the language is as follows:

Insurance

Bidders must submit with their proposal evidence of insurance or evidence of insurability such as a letter from an insurance company indicating that Bidder is insurable. Upon award of contract, the Contractor must have insurance for the full term of the contract, or if insurance expires during the term of the contract, a new certificate must be received by the State at least ten (10) days prior to the expiration of this insurance.

3.5.1 Meet DGS Office of Risk and Insurance Management (ORIM) Requirements

Evidence of insurance shall meet the requirements specified in this section and shall be of a form and content acceptable to the Department of General Services, Office of Risk and Insurance Management (ORIM). If self-insured, review of financial information may be required.

3.5.2 Certification of Insurance

The certificate of insurance shall be issued by an insurance company, or be provided through partial or total self-insurance, acceptable to DGS/ORIM.

3.5.3 Requirement to Notify CRD of Terminated Insurance Coverage

The Contractor must notify CRD within five (5) business days of any cancellation, non- renewal or material change that affects required insurance coverage.

3.5.4 30-Day Notice to Cancel From Insurer

The certificate of insurance shall provide that the insurer shall not cancel the insured’s coverage without thirty (30) days prior written notice to CRD.

3.5.5 Change of Carriers, Lapses, Expiration, or Cancellation of Insurance

In the event said insurance coverage changes, lapses, expires, or is cancelled at any time or times during the term of the Agreement, the Bidder awarded the contract shall provide at least thirty (30) days prior to said date a new certificate of insurance evidencing insurance coverage as provided for herein for not less than the remainder of the term of the Agreement, or for a period of not less than one (1) year.

New certificates of insurance may be subject to the approval of DGS/ORIM. In the event, the Bidder awarded the contract fails to keep current and in effect at all times, insurance coverage as herein provided, CRD may, in addition to any other remedies, terminate the Agreement.

3.5.6 Coverage Term

Coverage needs to be in force for the complete term of the contract. If insurance expires during the term of the contract, a new certificate must be received by the State at least ten (10) days prior to the expiration of this insurance. This new insurance must still meet the terms of the original contract.

3.5.7 Primary Insurance

Any insurance required to be carried shall be primary, and not excess, to any other insurance carried by the State.

3.5.8 Coverage Requirements

The contractor shall have the following insurance in place prior to award of contract.

3.5.8.1 Workers’ Compensation and Employer Liability Coverage

The contractor shall maintain statutory workers’ compensation and employer’s liability coverage for all its employees who will be engaged in the performance of the contract, including special coverage extensions where applicable. Employer’s liability limits of $1,000,000.00 shall be required.

3.5.8.2 Commercial General Liability Coverage

The Contractor shall maintain general liability with coverage limits of not less than $1,000,000.00 per occurrence for bodily injury and property damage liability combined. The policy shall include coverage for liabilities arising out of premises, operations, independent contractors, products, completed operations, personal & advertising injury, and liability assumed under an insured contract. This insurance shall apply separately to each insured against whom a claim is made or suit is brought subject to the contractor's limit of liability.

The policy must include the State of California, its officers, agents, employees and servants as additional insureds, but only in so far as the operations under the contract are concerned.

3.6 Assignment of Work, and Restricted License

The awarded Bidder shall be required to execute the Assignment of Work / Restricted License Regarding Deliverables (Attachment 11), at the time of contract execution and prior to commencing work under the contract.

4 CONTRACT TERM AND BUDGET/COST LIMITATIONS

The anticipated term of the contract shall be for three years from January 2, 2026, or upon contract approval (whichever occurs later), through December 31, 2028, with the option to extend for two (2) additional years. The option to extend the contract for the two (2) additional years shall be solely determined by CRD.

Budget/Cost Limitations: Bidders are expected to provide their most competitive pricing associated with this RFP.

The total budget includes all costs to execute the Media and Outreach Plan and Project Plan including the price for contracts or sub-contracts.

The estimated budget that will be awarded for the California vs Hate Resource Line and Network

– Media and Outreach Campaign contract based on this RFP is $1,150,000.00. CRD intends to award this contract at the full budgeted amounts, including amendments, subject to budget approvals, departmental priorities, and satisfactory contractor performance.

5 CONTACT WITH CRD DURING RFP PROCESS

To ensure transparency and a level playing field for all Bidders, prospective Bidders shall not contact any CRD employee or CRD contractor regarding the proposed work associated with this RFP except as set forth below.

5.1 Bidder Questions

Bidders requiring clarification of the intent or content of this RFP or on procedural matters regarding the competitive bid process may submit written questions via email to Xai Thao, Contracts Analyst, at xai.thao@calcivilrights,ca.gov. To ensure a response, questions must be received by the scheduled date specified in the RFP Section 1 “Key Action Dates.”

Questions received after the Key Action Date (Section 1 “Key Action Dates”) will be answered solely at CRD’s discretion and may remain unanswered.

Question and answer sets will be posted on a new version of the CSCR Event without identifying the party submitting the question. Questions may be paraphrased by the State for clarity.

Only those questions and answers posted on CSCR shall be binding. Any other means of communication with CRD regarding this RFP (except as detailed in RFP section 8.1.2 for Phase II), including verbal, shall not be binding on any party and should not be relied upon to form any bidding or contract assumptions or strategies.

5.2 Bidders’ Conference

There is no Bidders’ conference for this RFP.

6 REQUIRED PROPOSAL ELEMENTS AND INFORMATION

A proposal must demonstrate that the Bidder has the required experience, equipment, insurance, and expertise to complete the tasks described in the Section 2 “Statement of Work” and Section 3 “Minimum Requirements of Bidders.”

A list of the items required is found in the Proposal Checklist (Attachment 1).

A. Cover Letter and Executive Summary

In these documents, the Bidder should describe the experience and technical expertise of the individual or team who will perform the tasks and complete work described in the Statement of Work. The Cover Letter and Executive Summary together should not exceed a total of six (6) pages.

i. The Cover Letter shall be considered part of the Bidder’s…