RFP__411_Media_Buy_Services.pdf

STATE OF CALIFORNIA - HEALTH AND HUMAN SERVICES AGENCY Gavin Newsom, Governor

CALIFORNIA DEPARTMENT OF CHILD SUPPORT SERVICES

P.O. Box 419064, Rancho Cordova, CA 95741-9064

January 9, 2025

Notice to Prospective Proposers

SUBJECT: REQUEST FOR PROPOSAL #411, MEDIA BUY SERVICES

To Whom it May Concern, California Department of Child Support Services (DCSS) invites you to review and respond to this Request for Proposals (RFP). Proposers must comply with the instructions within the enclosed RFP or proposals may be disqualified.

State of California Standard Agreements include by reference the most current General Terms and Conditions (GTC) and Contractor Certification Clauses (CCC) which may be viewed and downloaded on the DGS website: Standard Contract Language (ca.gov).

California State General Terms and Conditions and Contractor Certification Clauses are not negotiable.

Questions regarding the enclosed RFP must be submitted in accordance with the instructions in the enclosed RFP.

Sincerely, Ryan Micka Procurement Official

Enclosure https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language?search=general%20terms

Table of Contents

1. Purpose and Description of Services

2. Minimum Qualifications

3. Caution to Potential Proposers

4. Agreement Term and Budget

5. Procurement Official and Contact Information

6. Key Action Dates

7. Americans with Disabilities Act

8. Preference and Participation Programs

A. Small Business B. Disabled Veteran Business Enterprise C. Target Area Contract Preference Act D. Combined Preferences E. Application of Preference Points

9. Questions

10. Requirements and Conditions

11. Proposal Format

12. Technical Proposal Content Requirements

A. Table of Contents B. Executive Summary C. Attachments D. Budget Narrative E. Organizational Structure and Personnel Resources F. Work Plan G. Other Requirements

13. Submission of Proposal

14. Bid Evaluation

A. Phase 1 B. Phase 2 C. Phase 3 D. Phase 4 E. Tie Proposals

15. Intent to Award

16. Protest

CA Department of Child Support Services Request for Proposal #411

17. Disposition of Proposals

18. Agreement Execution and Performance Attachment 1 – Proposer Submission Checklist Attachment 2 – Proposer Certification Attachment 3 – Cost Worksheet Attachment 4 – Client Reference Letters Attachment 5 – Resumes Attachment 6 - Payee Data Record Attachment 7 – Bidder Declaration Attachment 8 – Disabled Veteran Business Enterprise Declarations Attachment 9 – DVBE Subcontractor Agreement Attachment 10 – Commercially Useful Function Questionnaire Attachment 11 – DCSS Confidentiality Statement Attachment 12 – DCSS Conflict of Interest Statement Attachment 13 – Darfur Contracting Act Certification Attachment 14 – Contractor Certification Clauses Attachment 15 – Secretary of State Certificate Attachment 16 – California Civil Rights Laws Attachment Attachment 17 – Iran Contracting Act Certification Attachment 18 – Debarment and Suspension Certification Attachment 19 – Certification Regarding Lobbying Attachment 20 – Target Area Contract Preference Act Attachment 21 – Proof of Nonprofit Status Attachment 22 – Generative Artificial Intelligence Sample Contract – Standard Agreement

CA Department of Child Support Services

1. Purpose and Description of Services

The purpose of this RFP is to secure professional, full-service multimedia communications and public relations (PR) services to perform effective strategies, planning, and project management of media and PR campaigns to educate and inform single parents and caregivers in California with children under the age of 18.

Further description of services is found in Exhibit A of the included sample contract document.

2. Minimum Qualifications

Failure to meet these minimum qualifications will result in disqualification of the proposer.

A. California Secretary of State Certificate of Status or a California business license.

As required by the California Corporations Code, the bidder, and proposed subcontractor(s), must be certified and in good standing with the California Secretary of State to do business in California. If the bidder or proposed subcontractor does not currently have this certification, the firms must be certified before contract award can be made. If this is the case, the bidder and proposed subcontractor must provide information within the bid response to support the status of its application to be certified to do business in the state of California.

B. Must have an operational physical office in California for which the bidder provides the physical address.

C. Must have demonstrated experience planning campaigns and buying media throughout the state of California, as of July 1, 2024. Bidder shall show demonstrated experience by providing the following:

1) Project Name

2) Client Name

3) Project Dates (from-to)

4) Total Years

5) Brief Description of Project

D. The bidder shall include a current roster and organizational chart of its firm indicating the organization location, and anticipated oversight responsibilities of management and staff that would be assigned to the DCSS media account. The organizational chart must identify the individual’s name, title, and show hierarchical relationships. The main account representatives are to be identified and highlighted on the organizational chart.

CA Department of Child Support Services

Additionally, the organization chart must:

1) Identify the campaign planning/evaluation and media buying project managers with 5+ years of experience, as of July 1, 2024. This minimum qualification shall be reflected in a resume.

a) If the campaign planning/evaluation and media buying project managers are different staff members, both project managers must be identified, and resumes attached.

b) The campaign planning/evaluation project manager will demonstrate 5+ years of experience in multimedia outreach and advertising.

c) The media buying project manager will demonstrate 5+ years of experience in advertising procurement and placement.

E. The bidder shall identify the date its firm was established and the number of years the firm has existed. A newly formed firm may bid if the firm can show that it was formed by merger, joint venture, or partnership and the narrative must include that one of the firms or entities forming the bidding firm was a prior full-service multimedia and/or marketing firm with at least 3 years of experience in conducting programs of this scope.

F. The bidder must have lines of credit of at least $100,000 to allow payment for ad time 30 or more days in advance of reimbursement by DCSS. The bidder shall provide DCSS with supporting financial documents to substantiate this requirement.

G. Provide a signed statement that the bidder’s firm had at least $5 million in gross billings per year in two of the six calendar years during the 2018-2023 period.

The signed statement must include the actual billings for each calendar year. In the event that its firm did not achieve at least $5 million in gross billings in two of the six calendar years during the specified period, a signed statement including actual billings must demonstrate growth in billings in subsequent calendar years during said period, with a minimum of $3 million in gross billings achieved in 2023. Bidders that are newly formed, as described in paragraph E, may provide combined billings per calendar years for the six identified years.

H. Three client reference letters

1) Two client reference letters, with each client’s multimedia account valued at a minimum of $1 million in the last five years, as of July 1, 2024, demonstrating campaign planning and advertising placement.

2) One client reference letter from a client (valued at a minimum of $500,000 in policy/governmental affairs), with needs of a similar or greater degree of complexity and scope from the last five years, as of July 1, 2024.

CA Department of Child Support Services

3) The reference letters are to be prepared and signed by the bidder’s clients.

The reference letters shall include the name of the firm or government agency, the nature of the work performed, the contact person, their address, their email address, and their contact telephone number. Each client reference letter shall not exceed two pages in length on the client letterhead.

DCSS reserves the right to contact the submitted client references prior to the award of the Agreement.

3. Caution to Potential Proposers

This RFP contains instructions that regulate the requirements for proposals, the proposal format, and the materials to be included in the proposal. This RFP describes all requirements and responsibilities in detail. Sections 9 through 13 provide information about how to prepare and submit proposals, as well as how proposals will be evaluated.

To minimize risk of submitting a noncompliant proposal, proposers should:

A. Carefully read the entire RFP.

B. Submit written questions by the due date in section 6, Key Action Dates, if clarification is needed.

C. Submit proposals by the due date and time.

D. Follow RFP procedures and requirements accurately and timely.

4. Agreement Term and Budget

DCSS anticipates the term of the resulting Agreement to be effective from March 1, 2025 through February 28, 2026, with two optional one-year extension(s).

The Agreement term may change if DCSS makes an award earlier than expected or if DCSS cannot execute the Agreement in a timely manner due to unforeseen delays. The budget amount for each contract year is anticipated to be $1,000,000.00.

The resulting Agreement will be of no force or effect until it is signed by both parties and approved by DGS, if required. Agreements over $50,000 must be approved by DGS. Contractor must not begin service until all approvals have been obtained.

DCSS may consider services performed before all approvals are obtained to have been volunteered services.

5. Procurement Official and Contact Information

The Procurement Official is the single point of contact for proposers during this solicitation. Proposers shall submit questions, proposals, and other formal correspondence to the Procurement Official.

Procurement Official: Ryan Micka Email Address: ASDContracts@dcss.ca.gov

6. Key Action Dates

DCSS has provided proposers the following schedule for this RFP. Proposers are expected to adhere to the required dates and times. DCSS reserves the right to modify this schedule at any time and will do so by publishing an addendum to this RFP. Times are Pacific Time and reflect the time that the questions or proposal must be received by DCSS. All dates after the Public Opening are tentative and may be changed without an addendum.

Event Date Time

RFP available to Prospective Proposers 01/09/2025 Due Date for Written Questions 01/20/2025 5:00 PM PST Due Date for DCSS to Respond to Questions 01/27/2025

Due Date for Proposals 02/04/2025 2:00 PM PST Notice of Intent to Award Posted 02/17/2025 Last Day to Protest the Award 02/24/2025 Anticipated Agreement Start Date 04/01/2025

7. Americans with Disabilities Act

It is the policy of DCSS to comply with the nondiscrimination requirements of the ADA and make every effort to ensure that its programs, activities, and services are available to all persons, including persons with disabilities.

Persons with a disability needing a reasonable accommodation to participate in the procurement process, or persons having questions regarding reasonable accommodations for the procurement process may contact the Procurement Official identified in section 5, Procurement Official and Contact Information.

To ensure we can meet your need, we suggest that you submit your request for reasonable accommodation at least 10 business days prior to the scheduled event or due date.

CA Department of Child Support Services Request for Proposal #411 mailto:ASDContracts@dcss.ca.gov

8. Preference and Participation Programs

DCSS will apply preference adjustments to eligible proposers, who claim preferences according to state regulations and following DCSS verification of approved certification with the Department of General Services (DGS), Office of Small Business & Disabled Veteran Business Enterprise Services (OSDS), when applicable. DCSS will only apply preferences in this RFP if more than one responsible, responsive proposal is received.

A. Small Business

Proposers claiming the small business (SB) preference must be certified by California as a small business or must meet one of the other criteria listed in this section. Completed certification applications and required support documents must be submitted to the Office of Small Business and DVBE Services (OSDS) no later than 5:00 p.m. PT on the proposed due date, and the OSDS must be able to approve the application as submitted. Small business nonprofit veteran service agencies (SB/NVSA) claiming the SB preference must possess certification by California prior to the proposal due date and time. Questions regarding certification should be directed to the OSDS at OSDSHelp@dgs.ca.gov or (916) 375-4940.

1) Small Business Regulations: SB regulations are found in the California Code of Regulations (CCR), Title 2, Division 2, Chapter 3, Subchapter 8, Section 1896 et seq. These regulations govern the application and calculation of SB preference, SB eligibility, certification, and SB responsibilities.

Regulations can be viewed at DGS Website - Notice of Rulemaking Regulations for SB and/or DVBE. For those without Internet access, a copy of the regulations can be obtained by calling the OSDS at (916) 375-4940.

2) Small Business Preference: The State of California provides a 5% preference to certified SB proposers. For the purposes of this section, the definitions specified in Title 2, California Code of Regulations (CCR), Section 1896.4 shall apply unless otherwise noted.

3) Non-Small Business Subcontractor Preferences: A 5% preference is available to a non-SB claiming 25% California-certified SB subcontractor participation.

4) Small Business Nonprofit Veteran Service Agencies (SB/NVSA): SB/NVSA prime proposer’s meeting requirements specified in the Military and Veterans Code section 999.50 et seq. and obtaining a California certification as a SB are eligible for 5% SB preference.

5) Bidder Declaration: Proposers must complete and include the attachment titled Bidder Declaration indicating SB preference, non-SB subcontractor preference or SB/NVSA. The form must list all the California-certified SBs

CA Department of Child Support Services Request for Proposal #411 mailto:OSDSHelp@dgs.ca.gov https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Notice-of-Rulemaking-Regulations-for-SB-DVBE https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Notice-of-Rulemaking-Regulations-for-SB-DVBE with which the proposer commits to subcontract with. All certified SBs must perform a commercially useful function (CUF) in the performance of the contract as defined in Government Code section 14837(d)(4). Proposers can learn more about CUF on the DGS Commercially Useful Function for Certified Firms webpage.

B. Disabled Veteran Business Enterprise

DCSS is committed to meeting or exceeding the State’s minimum annual disabled veteran business enterprise (DVBE) participation goal of total reportable procurements. This goal of at least 3% DVBE participation is established in Public Contract Code (PCC) section 10115 et seq., Military & Veterans Code (MVC) section 999 et seq., and California Code of Regulations (CCR) Title 2, Division 2, Chapter 3, Subchapter 10.5, Article 2, DVBE Participation in State Contracting.

1) DVBE Requirements: DCSS elects to waive the DVBE Program Requirements in this solicitation but opts to include the DVBE incentive.

2) DVBE Incentive: In accordance with MVC section 999.5(a), DCSS will give an incentive to proposers who provide DVBE participation. For evaluation purposes, DCSS will award incentive based on percentage of participation to those proposals that have been deemed responsible and responsive to all solicitation requirements and propose DVBE participation.

DVBE participation must be identified on the attachment titled Bidder Declaration and will be confirmed by DCSS. The incentive amount will vary in conjunction with the percentage of DVBE participation.

The following incentive points will apply for awards based on high points.

Confirmed DVBE Participation of: DVBE Incentive 5% or over 5% x 500 = 25 points

4% to 4.99% Inclusive 4% x 500 = 20 points 3% to 3.99% Inclusive 3% x 500 = 15 points 2% to 2.99% Inclusive 2% x 500 = 10 points 1% to 1.99% Inclusive 1% x 500 = 5 point

3) DVBE Subcontractor Agreement: Proposers must submit a completed DVBE Subcontractor Agreement, Attachment 9 for each DVBE subcontractor identified in its proposal. Only the proposer shall fill out this Agreement and either mail, fax, or email the Agreement to the selected DVBE(s) for signature. Failure to submit the DVBE Subcontractor Agreement included in this solicitation for each DVBE subcontractor identified may render your proposal non-responsive.

CA Department of Child Support Services Request for Proposal #411 https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Commercially-Useful-Function-for-Certified-Firms?search=commercially%20useful https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Commercially-Useful-Function-for-Certified-Firms?search=commercially%20useful

Each DVBE Subcontractor Agreement will include: the term of intended subcontract with the DVBE, anticipated dates the DVBE will perform required work, rate and conditions of payment, the percentage of the entire Agreement that will be awarded to the DVBE (minimum 3% unless otherwise specified within this solicitation), and the description of services and/or goods to be performed or supplied by the DVBE subcontractor. If further verification is necessary, DCSS will obtain additional information to verify the above requirements.

4) DVBE Reporting Requirements: If the proposer awarded the Agreement (contractor) made a commitment to achieve DVBE participation, they must complete and submit the STD 817, Prime Contractor’s Certification – DVBE Subcontracting Report upon completion. DCSS may withhold $10,000 or full payment if less than $10,000 from the final payment pending receipt of a complete and accurate STD 817.

A person or entity that knowingly provides false information shall be subject to a civil penalty for each violation. (Military & Veterans Code (M&VC) section 999.5(d)).

5) DVBE Substitutions: Proposer understands and agrees that should award of an Agreement be based in part on their commitment to use a DVBE subcontractor(s), a DVBE subcontractor identified in their proposal may only be replaced by another DVBE subcontractor and must be approved by the Department of General Services (DGS). Changes to the Scope of Work that impact the DVBE subcontractor(s) identified in the proposal and approved DVBE substitutions will be documented by Agreement amendment.

6) Failure to Seek Substitution: A contractor who fails to seek substitution and adhere to the DVBE participation level identified in their proposal may be subject to termination of the Agreement, recovery of damages under the rights and remedies due to the State, and penalties as outlined in M&VC section 999.9; Public Contract Code (PCC) section 10115.10, or PCC section 4110 (applies to public works only).

7) Bidder Declaration: Proposers must complete and include the attachment titled Bidder Declaration indicating DVBE participation. The form must list all the California-certified DVBEs with which the proposer commits to subcontract with. All certified DVBEs must perform a commercially useful function (CUF) in the performance of the contract as defined in Government Code section 14837(d)(4). Proposers can learn more about CUF on the DGS Commercially Useful Function for Certified Firms webpage.

8) DVBE Declarations: If applicable, the disabled veteran owner(s) and disabled veteran manager(s) of the DVBE must complete and sign the attachment titled Disabled Veteran Business Enterprise Declarations (DGS PD 843), CA Department of Child Support Services Request for Proposal #411 https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Commercially-Useful-Function-for-Certified-Firms?search=commercially%20useful https://www.dgs.ca.gov/PD/Resources/Page-Content/Procurement-Division-Resources-List-Folder/Commercially-Useful-Function-for-Certified-Firms?search=commercially%20useful when a DVBE proposer or subcontractor will provide materials, supplies, services, or equipment (Military and Veterans Code section 999.2).

C. Target Area Contract Preference Act

1) The Target Area Contract Preference Act (TACPA) workplace and workforce preferences will be evaluated for this solicitation. Proposers are not required to apply for TACPA preferences. Denial of the TACPA preference request is not a basis for rejection of the proposal. Proposers should carefully review the forms and requirements.

2) California-based companies seeking TACPA preferences will need to complete and submit preference request forms with their proposal. The following webpage contains required preference request forms and an interactive map to determine if a business is located within a TACPA qualified zone: Request Target Area Contract Preference (ca.gov).

3) Any questions regarding the TACPA preference should be directed to TACPA@dgs.ca.gov.

4) The granting of TACPA preference cannot displace an award to a certified small business.

5) TACPA preference cannot be granted if:

a) The lowest proposed cost does not equal or exceed $100,000 for the entire term.

b) The work site or any part thereof is fixed or preset by DCSS.

c) The services involve construction or a public works project.

6) A proposer who has claimed a TACPA preference and is awarded the Agreement will be obligated to perform in accordance with the preference(s) requested, provided the preference was granted in obtaining the Agreement.

Firms receiving preference must:

a) Report their labor hours to DCSS.

b) Reference the Agreement number on which the award is based for the specific reporting requirements.

D. Combined Preferences

The maximum preference or score addition that any proposer may be granted for SB preference, non-SB subcontractor preference, DVBE incentive, and TACPA preference combined is 15%.

CA Department of Child Support Services Request for Proposal #411 https://www.dgs.ca.gov/PD/Services/Page-Content/Procurement-Division-Services-List-Folder/Request-Target-Area-Contract-Preference?search=tacpa mailto:TACPA@dgs.ca.gov

Any proposer that claims and is granted non-SB subcontractor preference, and TACPA preference cannot displace an award to a certified SB or MB.

E. Application of Preference Points

When responsive and responsible proposers are eligible for one or more incentives and/or preferences, the order of application shall be as follows:

1) SB preference.

2) Non-SB subcontractor preference.

3) DVBE incentive.

4) TACPA preference.

9. Questions

A. Proposers must email questions to the following address no later than the date indicated in section 6, Key Action Dates. DCSS will post questions and responses on California State Government Marketplace.

Email: ASDContracts@dcss.ca.gov Subject: Questions, RFP #411, Media Buy Services Attn: Ryan Micka

B. Proposers should immediately notify DCSS if clarification is needed or if questions arise regarding services required or the RFP instructions or requirements.

C. Proposers should not make assumptions about DCSS resources or commitments not documented in this RFP. Proposers are encouraged to submit questions for clarification.

D. Inadvertent oral communications pertaining to this RFP shall not be binding and shall in no way excuse proposers from any obligations set forth in this RFP.

E. Written questions must include:

1) Requester’s name, name of firm or organization submitting the question, mailing address, email address, and telephone number including area code.

2) RFP section, page number, and other information useful in identifying the specific problem or issue in the RFP.

3) A description of the subject in question or discrepancy found.

4) Remedy requested, if any.

CA Department of Child Support Services Request for Proposal #411 https://caleprocure.ca.gov/pages/index.aspx

10. Requirements and Conditions

DCSS has established the following requirements with respect to proposals to be submitted.

A. The use of “shall,” “must,” or “will” in this RFP indicates a requirement or condition that is mandatory.

B. DCSS may reject proposals if they are conditional, incomplete, or contain any alterations of form or other irregularities of any kind. DCSS may reject any or all proposals.

C. Proposers are responsible for all costs incurred in the development of proposals including but not limited to preparation, presentation, and submission, and will not charge DCSS for those costs.

D. Proposers may modify a proposal after its submission by withdrawing their original proposal and resubmitting a new proposal prior to the proposal submission deadline as set forth in section 6, Key Action Dates. Proposal modifications offered in any other manner, oral or written, will not be considered.

E. DCSS reserves the right to reject all proposals and cancel this RFP at any time.

DCSS is not required to award an Agreement.

F. Proposers should review, correct all errors, and confirm compliance with the RFP requirements, before submitting a proposal for this solicitation. This includes ensuring all required signatures have been obtained.

G. DCSS does not accept alternate contract language from proposers. A proposal with such language will be considered a counter proposal and will be rejected.

The State’s General Terms and Conditions are not negotiable.

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

I. By submitting a proposal, proposers authorize DCSS to verify all claims made by the proposer including, but not limited to, verification of prior experience and possession of certifications; check client references to confirm business integrity and history of proposer’s ability to deliver effective, efficient, and timely services and other RFP requirements.

J. DCSS reserves the right to do any of the following up to the proposal submission deadline:

1) Modify any date or deadline appearing in this RFP. Modification of due dates will be published in the form of an addendum.

2) Issue clarification notices, addenda, alternate RFP instructions, attachments and/or forms, etc.

3) Waive any RFP requirement or instruction for all proposers if DCSS determines that the requirement or instruction was unnecessary, inaccurate, or unreasonable. If deemed necessary, DCSS may also waive for all proposers any unnecessary, inaccurate, or unreasonable RFP requirement or instruction that is detected after proposals are received or during the review process.

11. Proposal Format

This RFP includes an explanation of the Department’s needs which must be met, instructions which describe the format and content of proposals to be submitted, and a model of the resulting Agreement.

A. The proposer’s response to this RFP should provide straightforward and concise descriptions of the proposer’s ability to satisfy the requirements of this RFP.

Proposers should ensure completeness and clarity of content. Proposers will not receive credit for capabilities or advantages that are not clearly shown in the written proposal.

B. The proposer shall only submit information pertinent to the RFP. Proposals must be submitted for the performance of all services described in this RFP.

Deviations from the work specifications will not be considered and will cause the proposal to be rejected.

C. The narrative portions of proposals shall be formatted using one-inch margins at the top, bottom, and both sides, a sans serif font, 12-14 point, printed on standard letter-sized (8 ½” x 11”) white paper, with each page clearly and consecutively numbered.

D. Proposals should not be bound or contain colored displays, promotional materials, or publications created by the proposer such as published articles, directories, or client lists.

E. All pages of the technical proposal (including cover page, table of contents, references, resumes, and attachments) must include the following header in the upper right-hand corner of the page, aligned right:

RFP #411, Technical Proposal Proposer’s Firm or Company Name Page # of #

F. A person who is authorized to bind the proposing firm must digitally sign all applicable documents contained in the proposal package.

G. Proposals must be complete and accurate. Omissions, inaccuracies, or misstatements deemed material will be cause for rejection of a proposal.

H. Proposals must include the documents identified in section , Technical Proposal Content Requirements. Proposals not including the Proposer Submission Checklist may be deemed non-responsive. A non-responsive proposal is one that does not meet the basic proposal requirements.

12. Technical Proposal Content Requirements

Proposers must submit all items listed in this section in accordance with the submission instructions in section 13, Submission of Proposal. Proposals must include the following items.

A. Table of Contents

The table of contents must identify all major sections of the proposal by page number and shall progress up to three levels of numbering. The table of contents should also identify all tables, figures, charts, graphs, and attachments.

B. Executive Summary

The technical proposal must include an executive summary of two pages or less.

The executive summary should clearly communicate a general understanding of the scope and nature of the services to be provided.

C. Attachments

Proposer must include all applicable attachments, completed, and signed as indicated on the individual attachments.

D. Budget Narrative

Proposer must clearly and concisely describe how it meets the requirements in section 14, Phase 3, Chapter 6.

CA Department of Child Support Services

E. Organizational Structure and Personnel Resources

Proposer must list all key personnel who will carry out the activities required to perform the services in Exhibit A, Scope of Work. Proposer must include the titles for each person. Proposer is responsible to determine how many personnel are needed for this project.

1) Resumes – Proposers must include a resume for each of the proposed key personnel which fully demonstrates the experience and qualification requirements described in section 2, Minimum Qualifications, their relevant experience performing the services requested, and their educational and professional background.

2) Organization Chart – Proposers must include an organization chart, showing the hierarchy of the key personnel involved, as directed in section 2, Minimum Qualifications. The chart must show the relationship between key personnel of the proposer’s organization and all other parties (subcontractors) to the proposal.

F. Work Plan

Proposers shall submit a work plan that includes all deliverables outlined in Exhibit A, Scope of Work. At a minimum, the plan must include the identified deliverables and associated tasks and resources.

G. Other Requirements

1) Proposers must provide the legal name of their company if the proposal is made under a fictitious name or business title.

2) Some of the items identified in this section have page limitations. Proposers should note that only pages up to the limitations will be evaluated.

13. Submission of Proposal

A. Proposals must be received by DCSS on or before the date and time shown in section 6, Key Action Dates. A postmark is not sufficient for proof of receipt.

Proposers are responsible for timely delivery of the proposal. Proposals received after the due date and time will not be considered.

B. Proposals, regardless of delivery method must be date and time stamped upon receipt by DCSS Receiving Unit.

C. Proposals must be sealed and clearly marked on the outside packaging with the RFP number and title, your firm’s name and address, and must be marked with “DO NOT OPEN,” as shown in the following example:

RFP #411

CA Department of Child Support Services

Media Buy Services [Company Name and Address]

DO NOT OPEN

D. One original proposal including all required attachments shall be submitted in a sealed package and be addressed as indicated in the following section.

E. Proposals must be mailed using United States Postal Service (USPS) or be hand delivered (courier or other) to the appropriate address:

1) Mailed (USPS):

Department of Child Support Services Procurement & Contract Branch, MS-623 Attn: Ryan Micka P.O. Box 419064 Rancho Cordova, CA 95741-9064

2) Hand Delivery (If hand delivering, go to the Receiving Area located on the east side of the building. Security guards at the front desk will not take delivery of proposals.) The Receiving Area may be reached by phone at

(916) 464-2866.

Department of Child Support Services Procurement & Contract Branch, MS-623 Attn: Ryan Micka 11150 International Drive Rancho Cordova, CA 95670

14. Bid Evaluation

This section presents information on how DCSS will evaluate each proposal. Bidders should read this section carefully to understand how scores will be assigned.

Proposals will be assessed and points assigned according to the following table showing evaluation categories by phase and point distribution.

Evaluation Categories by Phase Points Possible Phase 1: Administrative Requirements Pass/Fail Phase 2: Minimum Qualifications Pass/Fail Phase 3, Chapter 1: Competency 105 Phase 3, Chapter 2: Capacity 80 Phase 3, Chapter 3: Qualifications 90 Phase 3, Chapter 4: Proposed Work Plan 40 Phase 3, Chapter 5: Submission 25

CA Department of Child Support Services

Evaluation Categories by Phase Points Possible Phase 3, Chapter 6: Cost Bid (Budget and Budget Narrative)

Phase 4: Preference Program and Incentive Application (SB/Non-SB subcontractor/DVBE/TACPA)

TBD

Total 500

The evaluation team will evaluate each proposal received by the RFP response submission date and time listed in the Key Action Dates table of this RFP. Evaluation of proposals is a four-phase process.

A. Phase 1

Each proposal will be reviewed for timeliness, completeness, and initial responsiveness to the RFP requirements. This is a pass/fail evaluation. Only those bidders that meet all Administrative Requirements will proceed to Phase 2.

1) Determination of Responsiveness and Responsibility

a) DCSS will evaluate each proposal to determine its responsiveness and each proposer’s responsibility to the published requirements of this RFP.

b) A responsive proposer is one who submits a proposal that meets all the submission requirements and minimum qualification requirements stated in this RFP.

c) A responsible proposer is one that is trustworthy and possesses the necessary quality, fitness, and capacity to satisfactorily perform the proposed work.

d) Responsive proposals shall be considered evidence of the proposer’s responsibility. DCSS reserves the right to reevaluate a proposer’s responsibility prior to award and is in no way limited to submitted proposal packages in deciding as to a proposer’s responsibility. In determining whether a proposer is responsible, DCSS may require proposers to submit further evidence of their qualifications.

2) Nonresponsive Proposals

In addition to any condition previously indicated in this RFP, DCSS may deem a proposal nonresponsive if:

a) Proposer fails to comply with the content of this RFP or its submission instructions.

b) The proposal is conditional, materially incomplete, or defective.

CA Department of Child Support Services

c) DCSS discovers, at any stage of the selection or upon Agreement award, that the awarded proposer is unwilling or unable to comply with the Agreement terms, conditions, attachments, or exhibits cited in this RFP, or the Sample Contract.

3) State’s Right to Request Clarification

DCSS, at its sole discretion, reserves the right to collect the following:

a) Information or data omitted from a proposal or required exhibit or form.

b) Information or material needed to clarify or confirm statements and/or claims made by the proposer in their proposal.

c) Information, material, forms, or attachments needed to correct or remedy an immaterial defect in a proposal.

4) Immaterial Deficiency

a) DCSS may waive any immaterial deficiency in any proposal and allow the proposer to remedy those deficiencies. DCSS reserves the right to use its best judgment to determine what constitutes an immaterial deficiency.

b) DCSS waiving an immaterial deficiency in a proposal shall in no way modify this RFP or excuse a proposer from full compliance with all RFP requirements.

5) Unanticipated Errors

DCSS reserves the right to remedy errors caused by DCSS office equipment malfunctions, negligence by DCSS staff, or natural disasters (i.e., floods, fires, earthquakes, etc.).

6) Correction of Clerical or Mathematical Errors

a) DCSS reserves the right, at its sole discretion, to overlook, correct, or require a proposer to remedy any obvious clerical or mathematical errors occurring in the proposal or on the cost proposal.

b) DCSS may require proposers to submit a revised cost proposal if the correction of a mathematical error results in an alteration of any rates, costs, figures, calculations, annual cost, or total cost offered.

7) Tax Delinquencies Contract Ban Public Contract Code (PCC) section 10295.4 provides that a state agency shall not enter into any agreement for goods or services with a contractor whose name appears on either list of the 500 largest tax delinquencies pursuant to section 7063 or 19195 of the Revenue and Taxation Code. The

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Franchise Tax Board (FTB) and Board of Equalization (BOE), now California Department of Tax and Fee Administration (CDTFA) will post and periodically update lists of the 500 largest tax delinquencies on their websites as required by law. Starting July 1, 2012, prior to executing Agreements, state agencies must check the FTB and CDTFA lists to ensure the proposed supplier is not on either list. DCSS cannot award an Agreement to Proposers found to be on either of those lists.

8) Executive Order N-6-22 – Russia Sanctions On March 4, 2022, Governor Gavin Newsom issued Executive Order N-6-22 (the EO) 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. The EO directs state agencies to terminate contracts with, and to refrain from entering any new contracts with, individuals or entities that are determined to be a target of Economic Sanctions. Accordingly, 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 termination of this Agreement.

DCSS shall provide Contractor advance written notice of such termination, allowing Contractor at least 30 calendar days to provide a written response.

Termination shall be at the sole discretion of the state.

9) State’s Right to Reject Responses A deviation exists when a proposal is not in accord with RFP requirements. A deviation is material if it provides an advantage to one proposer over another or has a significant effect on the delivery, quantity, or quality of items proposed, the amount paid to the proposer, or the cost to DCSS. Material deviations cannot be waived. DCSS, at its sole discretion, reserves the right to reject any proposal that:

a) Contains price elements that exceed the anticipated funding limit(s) indicated by DCSS in this RFP, or other communication.

b) Is submitted by a firm that has been decertified or is ineligible to contract with a state or federal agency. This includes firms that are no longer in good standing or not qualified to conduct business in California.

c) Contains false or misleading statements, or which provide references which do not support an attribute or condition claimed by the proposer.

d) Contains any deviation from the work specifications.

e) Contains alterations to the General Terms and Conditions or contains special provisions proposed by a proposer. DCSS will consider a proposal containing such provisions a counter proposal.

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B. Phase 2

Proposals that pass the Phase 1 review will be submitted to the Evaluation Team.

Bidder must receive a score of “Pass” for each requirement listed in Section 2 – Minimum Qualifications for the proposal to be considered responsive and move onto Phase 3.

C. Phase 3

The Evaluation Team will review, evaluate, and score proposals based on their adequacy, thoroughness, and the degree to which the proposal complies with the RFP requirements. In addition to reviewing the evaluation project proposal and proposed work plan to determine scoring, the Evaluation Team will consider other documents provided by the bidder such as the narrative and other documents describing the Project Team’s qualifications, and the bidder’s examples of evaluation projects and briefs. Each member of the Evaluation Team will independently review and score each proposal. After each team member has independently scored each proposal, the team will meet to discuss and reach a consensus.

The Evaluation Team will use the stated criteria as a basis for awarding points to proposals.

Percentage of Possible Points General Basis for Point Assignment 0 Missing response or evidence

1-29% Inferior or incomplete responses or evidence

30-49% Between inferior and average response or evidence

50-69% Average or adequate response or evidence

70-99% Between average and superior response or evidence

100% Superior responses or evidence

1) Chapter 1: Competency, Total Points Possible = 105

Bidder clearly and concisely describes how it meets each of the following requirements:

a) Develop effective social marketing campaigns.

b) Achieve and execute cost effective and value-added media buys and bonus spots.

c) Utilize digital and emerging technology to support media buys.

d) Analyze existing research to support the goals of the campaign.

e) Manage project schedule, meet established timelines, and maintain contract cost accountability.

f) Build name recognition for its clients.

g) Experience using objective measurements to determine the value of ideas before spending time or money on development.

h) Experience building two-way relationships with partners, building strong relationships, developing partner-friendly programs, and providing consistent communication to promote client priorities.

i) Experience and expertise reaching diverse communities, including accomplishments, innovative strategies, and utilization of in-language ethnic media outlets. Include research, planning, execution, and evaluation processes as they relate to client needs and objectives.

j) Capabilities, skills, and experience with statewide multimedia campaigns.

Specifically, describe capabilities identifying target audiences and outreach channels, campaign planning, multimedia placement, and evaluation tactics.

2) Chapter 2: Capacity, Total Points Possible = 80

Bidder clearly and concisely describes how it meets each of the following requirements:

a) Content Area: Size and Organization, Points Possible = 25

(1) Demonstrates experience and resources in campaign planning and advertising placement.

(2) Possesses special or unique characteristics that enable it to carry out multimedia activities and achieve the results sought by DCSS.

(3) Possesses sufficient internal staff or has established long-term partnerships to obtain reliable information to effectively develop and implement a strategy to deliver the DCSS message to diverse populations, hard-to-reach communities, customers, and stakeholders

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b) Content Area: Full-Service Capacity, Points Possible = 30

The bidder demonstrates the following abilities and experiences with media accounts of a size and scope similar to the proposed DCSS accounts:

(1) Negotiate, execute, and manage accounts.

(2) Develop media plans and negotiate media buys beneficial to the client account.

(3) Use and incorporate research to inform campaign goals.

(4) Develop and integrate marketing concepts with approaches to expand awareness, knowledge, and attitudes that influence behaviors around key issues that affect target audiences.

(5) Possess the skills, through in-house staff or subcontractors, needed to complete work effectively and in a timely manner.

c) Content Area: Multimedia Account History, Points Possible = 25

(1) Provided a complete and accurate listing of clients according to the content area requirements

(2) Provided comprehensive and accurate documentation regarding work performed

(3) Maintained positive working relationships with client team members

3) Chapter 3: Qualifications, Total Points Possible = 90

Bidder clearly and concisely describes how it meets each of the following requirements:

a) Content Area: Breadth/Diversity of Operations, Points Possible = 15

(1) Demonstrates the ability to utilize innovative media technologies.

b) Content Area: Case History, Points Possible = 20

(1) Case history is relevant and demonstrates creativity in strategy and media planning/buying as well as strong results.

(2) Samples are persuasive, clear, and innovative in capturing the attention of the target audiences.

(3) Demonstrates the bidder’s experience in utilizing a variety of advertising, marketing, and approaches or techniques.

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(4) Analyzes the product/issue and uses the analysis to develop an appropriate marketing objective and clear ideas, which results in creative that was true to the strategy.

(5) Evaluates and measures the results of the campaign submitted as the case history demonstration.

(6) Demonstrates it has the internal capacity or established partnerships with entities to effectively promote a media campaign that would receive a positive response from culturally and structurally diverse populations.

c) Content Area: Quality of Personnel, Points Possible = 25

(1) Upon review of the bidder’s staffing plan, the bidder allocated sufficient staff to perform the services.

(2) Upon review of the proposed job functions and resumes of the proposed staff, the proposed personnel appear to possess the qualifications and expertise needed for this project.

(3) Overall approaches and/or methods are comprehensive and/or technically sound.

d) Content Area: Project Management and Accountability Plan, Points Possible = 30

Bidder clearly and concisely describes how it meets each of the following required capabilities:

(1) Effectively coordinate, manage, and monitor the duties of assigned staff (including subcontractors and independent consultants) to ensure work is completed effectively and timely.

(2) Comprehensive strategy to address potential obstacles and challenges.

(3) Manage fiscal accounting processes and budgetary controls to ensure the responsible use and management of contract funds and accurate invoicing.

(4) Process to ensure the timely resolution of potential contract administration disputes.

4) Chapter 4: Proposed Work Plan, Total Points Possible = 40

a) Implementation activities adequately described how the work plan would be achieved.

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b) All required activities from the scope of work have been included in the bidder’s work plan assignment.

c) Work plan assignments are feasible and achievable given the identified resources allocated.

d) Strategies proposed effectively reach targeted and hard-to-reach populations.

e) Implement a smooth transition of activities with little or no disruption to ongoing services.

5) Chapter 5: Submission, Total Points Possible = 25 Bidder narrative and samples clearly demonstrate how it meets each of the following requirements:

a) Samples are persuasive, clear, and innovative in capturing the attention of the target audiences.

b) Samples demonstrate the bidder’s experience in utilizing a variety of multimedia approaches or techniques.

c) Bidder analyzed the product/issue and used the analysis to develop an appropriate marketing objective and clear ideas, which resulted in content that was true to the strategy.

d) Bidder evaluated and measured the results of the campaigns submitted as the Case History Demonstration.

e) Campaigns accomplished their objectives.

6) Chapter 6: Cost Bid, Total Points Possible = 160

a) Cost Bid – Budget, Points Possible = 100

Method for Calculating Budget Points: The proposal with the lowest total cost, as input in Attachment 3 – Cost Worksheet, will receive the maximum number of points. For all other bids, the proposed cost amount is divided into the lowest bid amount to calculate a percentage. The maximum cost points are multiplied by this percentage to calculate the points awarded.

NOTE: The example costs and scores below were chosen at random and are not intended to reflect any real cost projections or actual scores.

Bidder A: $1,800,000 Bidder B: $2,000,000

Ratio of Lowest Bid to Other Bids:

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Bidder A/Bidder B: $1,800,000/$2,000,000 = 0.9

Points earned by Bidder A: 100 Points earned by Bidder B: 100 x 0.9 = 90

b) Cost Bid – Budget Narrative, Points Possible = 60

Bidder clearly and concisely describes how it meets each of the following requirements:

(1) Provides adequate detail to demonstrate appropriate use of Agreement funds for each budget line item to support their proposed campaign strategy.

(2) Demonstrates that the costs represented on the budget are reasonable and/or appropriate and the budget was accurately calculated.

(3) In-house personnel rates appear to be reasonable based upon the assigned level of responsibility and/or the person’s salary history.

(4) Demonstrates the proposed budget adequately supports the campaigns’ objectives in a manner that ensures DCSS obtains the most value.

D. Phase 4

DCSS will determine which bidders,…