RFP_R005664_Frequently_Asked_Questions.pdf

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RFP R005664 Frequently Asked Questions Hispanic Marketing and Advertising Agency

RFP OVERVIEW

Q: Why is California Lottery conducting an RFP?

The current Hispanic Marketing and Advertising Agency contract is expiring and requires a competitive procurement. This RFP is driven by a contract expiration and not a performance-driven review. This is a brand-new contract opportunity where the Lottery reviews proposals from all qualified agencies through the same competitive process.

Q: How many agencies are invited to participate and how many is the Lottery looking to narrow down in each Phase?

This is an open solicitation where any agency that meets minimum qualifications can participate. There is no set number of agencies that the Lottery is trying to narrow down in each phase. The Lottery will conduct a fair and impartial evaluation of proposals received in response to this RFP. See Section III, Evaluation Process & Criteria, for scoring details. Agencies will advance in each phase pursuant to the evaluation criteria set forth in RFP Sections III.A, Scoring – Phase I and III.B.

Scoring – Phase II. All agencies that meet the overall rating scores required for each phase will continue forward to the next phase.

Q: In the RFP it states that media, promotions and experiential, and PR are "as needed". Are these up for review in this RFP or will that be determined later?

The successful agency is not required to provide these services, but the Lottery may request such services if necessary, e.g. the Lottery may ask its Hispanic agency to plan, buy, and implement holistic Hispanic media plans and/or select media vehicles for specific campaigns. Please share any relevant experience in these areas.

Q: What business data and research insights can be shared during the RFP process?

If relevant, the Lottery will share this type of information with Finalists at Briefing Day during Phase III of this RFP. The Briefing Day meeting will include a comprehensive presentation, data, and information to complete the work assignment and provide a solid background on the Lottery’s business.

Q: What are the Lottery’s strategic goals over the contract term?

Please refer to the Lottery’s 3–5-year strategic plan here:

https://static.www.calottery.com/-/media/project/calottery/pws/pdfs/commission-documents/may-2026/draft-strategic-and-bus-plan-presentation-to-commission---may-2026-ada.pdf

Q: Can you please share the client accounts that Lottery would consider to be a conflict of interest?

For purposes of the RFP Section II.C.1.h.: Other state lottery or gambling accounts, including casinos, sports betting, and prediction markets may constitute a conflict of interest and should be fully disclosed. The proposer would need to fully explain how the potential conflict of interest would be treated to keep the accounts separate and avoid overlap and cross sharing of proprietary information.

The proposer would need to be clear on how it would handle the sharing of resources, plans, creative, information, and data. The Lottery recommends that proposers consult with their legal counsel if they require assistance in determining whether any given client relationship may or would constitute a conflict of interest.

QUALIFICATION QUESTIONS

Q: Can agencies outside the U.S. apply?

Yes. The RFP is open to all agencies that, at the time Phase I Submittals are due, meet the Minimum Qualifications described in RFP #R005664, Section I.G., which include having an office in California at the time of their submission.

Q: Are there any requirements for the location of agency staff?

While there is no specific requirement to have all staff members in California, the staff assigned to the Lottery’s account must be able to support California Lottery business needs and hours of operation on the West Coast. Proposers should clearly detail, for the Lottery Evaluation Team’s consideration, what their model looks like and justify how a service platform with staff members located outside of California will work to support the Lottery business and provide California market expertise within the state.

Q: Are joint ventures or subcontractors permitted and must they have a California-based office?

Yes, joint ventures and subcontractors are permitted; however, the Lottery will require the participating agencies to designate a primary agency to sign any resulting contract on all the participating agencies’ behalf, and any other participating agency will be considered a subcontractor. There is no requirement https://static.www.calottery.com/-/media/project/calottery/pws/pdfs/commission-documents/may-2026/draft-strategic-and-bus-plan-presentation-to-commission---may-2026-ada.pdf https://static.www.calottery.com/-/media/project/calottery/pws/pdfs/commission-documents/may-2026/draft-strategic-and-bus-plan-presentation-to-commission---may-2026-ada.pdf https://static.www.calottery.com/-/media/project/calottery/pws/pdfs/commission-documents/may-2026/draft-strategic-and-bus-plan-presentation-to-commission---may-2026-ada.pdf that subcontractors have a California office. Proposers should clearly detail, for the Lottery Evaluation Team’s consideration, what their model looks like and justify how the joint venture will work to support the Lottery business.

Q: In a joint proposal, does the designated primary agency need to meet all Minimum Bidder Qualifications, or can qualifications be split between agencies if collectively they meet all requirements?

Per RFP Section I.K, “at least one of the agencies must independently meet all the Minimum Qualifications listed within this RFP.”

Q: Are there state-mandated diversity or small-business participation requirements?

There are no mandated requirements, although there are participation requirements to receive small business preference or DVBE incentive. Refer to RFP Section IV.I.1 for more information on Small Business eligibility.

SUBMISSION QUESTIONS (Please refer to Section IV. for a complete list of submission requirements)

Q: Will deadline extensions be considered?

No. The stated deadlines for submission of all materials to the Lottery will be strictly enforced. Submissions that are incomplete or received after the stated deadline will not be accepted.

Q: Can submission materials be received in-person versus mailed in?

Yes, as long as it they received by the proposal due date and time.

Q: Are there strict page limits?

Yes, page limits are strict. There are page limits for specific responses as set forth in sections RFP Section II.C.2.c.i

Q: Which forms should any entities part of a "Joint Proposal" or subcontractors complete?

The primary agency must complete all forms. Joint proposers and subcontractors are to have their information incorporated accordingly.

Q: The RFP requires six hard copies of the Phase I submittals. Will the Lottery accept a digital version of any creative elements that are difficult to bind in a hard copy, or should all creative be represented in a print-ready format?

Hard copies of the entire proposal including case histories are required per RFP Section IV.A.1. All proposals, including videos, must also be submitted via Liquid Files. Proposers will submit video files using .MP4 format. The Lottery requires written transcripts of the audio and visuals provided in the video. The written transcript will provide the Lottery Evaluation Team a way to quickly reference and confirm information provided in the case studies.

Q: For the case studies, does it have to be from the primary agency or can we include examples from subcontractors?

All case histories must be from the office submitting the proposal. See RFP Section II.C.2.c.iv. The case histories should be within the past 5 years and executed by team members that the proposer will have working on the Lottery business.

Q: Are references required?

Yes, please provide the list of five references as requested by the Lottery with your Phase I submittals. Omission of client references may be deemed as non-responsive and grounds for disqualification.

Q: Will there be an opportunity to revise proposals after submission?

Phase I proposals cannot be revised after submission. Agencies advancing to Phase II and III may be given the opportunity to revise their proposal only in those specific areas identified by the Lottery.

Q: Are Agency submissions made public or kept confidential?

Per RFP Sections II.B and IV.F, proposals are public records and exceptions are limited. Proposals may be requested through the Public Records Act (PRA). The Lottery may, in its discretion, assert on an agency’s behalf and attempt to maintain confidentiality of any material specifically and conspicuously identified by the agency as exempt from disclosure. Under no circumstance will the Lottery be liable to an agency or to any other person or entity for disclosing any agency material, regardless of its designation by the agency as trade secret or confidential information.

EVALUATION PROCESS

Q: What happens after candidate proposals are submitted?

In Phase I and II of the RFP the Lottery will evaluate agencies’ credentials and past work, the goal being for the Lottery Evaluation Team to gain a sense of each agency as a whole. If an agency advances to the Finalist phase, the Lottery will provide it with all data and information necessary to allow it to submit a complete Finalist Work Assignment. Finalist agencies will have an opportunity to present questions to the Lottery Evaluation Team during the Finalist phase.

Q: Can you provide more detail on the weighting of the evaluation criteria for Phase I? Which criteria are considered to be most important?

Factors stipulated in the evaluation criteria are important to the Lottery and are ranked in order of importance. The agencies that meet the overall rating scores required for each phase will continue forward to the next phase. Please refer to Section III. Evaluation Process & Criteria.

Q: How will joint proposals be evaluated compared to single-agency proposals?

Will both/all agencies’ capabilities be considered individually or as a combined entity for scoring?

Agencies that are part of a joint proposal will be considered jointly for scoring purposes. The Lottery would like to understand the agencies’ relationship and what their respective roles would be in this contract. Clearly identifying roles and responsibilities will help the Lottery evaluate the proposal effectively.

Q: Are the RFP related meetings in-person only?

Yes. This RFP will include on-site agency visits as well as various in-person meetings at Lottery headquarters in Sacramento, California.

Q: Will there be an opportunity for feedback or debrief at any stage of the process?

The RFP process has feedback mechanisms built in, however for those agencies who do not advance, there will be an opportunity to receive feedback once the procurement concludes. Proposers who advance beyond Phase II will have an opportunity to ask questions and receive specific feedback in Phase III as it relates to the work assignment/finalist presentations.

ABOUT US

Q: What are California Lottery’s mission, vision and values?

The Lottery’s mission is to generate supplemental funding for public education from elementary schools to universities. A full description of Lottery’s mission, vision and values can be found on the California Lottery website https://www.calottery.com/en/about-us/mission-vision-values

Q: What is meant by “the responsible sale of lottery products”?

When the Lottery says “responsible growth,” or “growing in a responsible manner,” the Lottery is referring to how it has incorporated Responsible Gaming (RG) principles into its daily operations, as evidenced by the World Lottery Association’s RG Framework certification. There is no set RG growth percentage standard. The RG Framework is linked here.

https://www.calottery.com/en/about-us/mission-vision-values https://www.world-lotteries.org/services/industry-standards/responsible-gaming-framework/principles-2025 https://www.world-lotteries.org/services/industry-standards/responsible-gaming-framework/principles-2025

Q: What is Lottery’s stance on AI?

From a marketing perspective, the Lottery seeks to realize the potential benefits of GenAI, through the development and deployment of GenAI tools, while balancing the risks of these new technologies.

If a proposer plans to use GenAI services during the implementation of the contract, it must detail and disclose the situations, circumstances or purpose when such tools will be used prior to application or implementation. The proposer should also describe policies, vetting processes, and guardrails employed to protect data and information, trademarks, and intellectual property when GenAI tools are utilized. proposers should also explain the process to review, validate, proof, and correct GenAI work. Finalists that advance to Phase III will be required to complete and sign the GenAI Impact Assessment Form if: (1) the Finalist intends to provide Generative Artificial Intelligence (GenAI) as a Contract deliverable; or (2) the Finalist intends to utilize GenAI, including GenAI from third parties, to complete any portion of the Contract deliverables or services.

Copies of Lottery’s GenAI provisions are available on Cal eProcure and can also be requested by email to solicitations@calottery.com.

Additionally, agencies are required to explicitly disclose any use of GenAI tools in the preparation or development of their proposal. This mandatory disclosure must identify the specific tools utilized, the extent of their application across the proposal components, and the verification methods implemented to guarantee the accuracy and intellectual integrity of the provided content.

mailto:solicitations@calottery.com