REQUEST FOR PROPOSAL (RFP) #R005664

HISPANIC MARKETING & ADVERTISING AGENCY

DATE: October 12, 2026

CALIFORNIA STATE LOTTERY

700 NORTH 10TH STREET

SACRAMENTO, CA 95811

TABLE OF CONTENTS

I. General Information

A. Purpose

B. Contact

C. Background

D. Description of Service

E. The Challenge

F. Summary of Wants, Needs and Expectations

G. Minimum Qualifications

H. Contract Term

I. Anticipated Funding

J. Scope of Work

K. Joint Proposals/Subcontractors

L. Reassignment of Personnel

M. Nonexclusive Rights

N. Key Action Dates

II. Proposal Submission & Phases

A. Overview

B. Nondisclosure Agreement - News Releases and Social Media

C. Phase I: Submittals

III. Evaluation Process & Criteria

A. Phase I – Submittals: Eligibility and Capabilities Requirements

B. Phase II – Semi-Finalist: On-Site Visits

C. Phase III – Finalist Submittals

IV. Submission Requirements

A. Delivery of Proposal

B. Submission of RFP Materials

C. Importance of Meeting Deadlines

D. Communication Between the Lottery and Proposers

E. Submission of Final Proposal

F. Proposals are Public Record

G. Property of California State Lottery

H. Cost of Submissions

I. Preference Programs

V. Contract Award

A. Notice of Intent to Award

B. Confidentiality of Financial Records

C. California State Lottery Rights

D. Protests

E. Contract Execution and Performance

F. Addition or Subtraction of Services

G. Agency’s Roles and Responsibilities

H. The Lottery’s Roles and Responsibilities

I. Payment and Invoicing

J. Contract Amendment

K. Contract Forms and Exhibits

ATTACHMENT 1 Proposal Cover Page & Introduction Letter

ATTACHMENT 2 AGENCY PROFILE

ATTACHMENT 3 MANDATORY SUBMITTALS CHECKLIST

ATTACHMENT 4 AGENCY FACT SHEET

ATTACHMENT 5 STD 204 – PAYEE DATA RECORD

ATTACHMENT 6 CERTIFICATION

ATTACHMENT 7 SCHEDULE OF SUBCONTRACTORS

ATTACHMENT 8 SMALL AND MICRO BUSINESS PARTICIPATION (SB)

ATTACHMENT 9 DISABLED VETERAN BUSINESS ENTERPRISE

PARTICIPATION

ATTACHMENT 10 NON-DISCLOSURE AGREEMENT

ATTACHMENT 11 – LIQUID FILES INSTRUCTIONS

ATTACHMENT 12 – GenAI Impact Assessment Form

ATTACHMENT 13 PROPOSED CONTRACT TERMS AND CONDITIONS

I. GENERAL INFORMATION

A. Purpose

This Request for Proposal (RFP) #R005664 (also referred to as a “solicitation”) is for the California State Lottery (Lottery) to solicit proposals from qualified agencies to provide advertising and marketing services for the California Hispanic consumer market (HCM) to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools.

By submitting a proposal, the proposing agency (also referred to as “Proposer”) agrees to the terms and conditions stated in this RFP.

Read this document and any attachments in their entirety and carefully, as they may contain binding provisions that affect your rights and obligations. You must comply with the instructions contained in this document. Responses to this RFP must be submitted to the Lottery contact listed below.

B. Contact

For questions regarding RFP #R005664, please email Timur Kopbayev, Procurement Specialist, at solicitations@calottery.com.

For all communications, the subject line must include RFP #R005664 Hispanic Marketing & Advertising Agency.

California State Lottery Attention: Timur Kopbayev 700 North 10th Street Sacramento, CA 95811

Phone calls will not be accepted.

No contact or communications regarding this RFP will be allowed between Proposers or potential Proposers and members of the Lottery Evaluation Team, Lottery Commissioners, or Lottery staff during the RFP process with the exception of the Lottery contact person named above. Any such contact may disqualify a Proposer or potential Proposer from further consideration. Requests for clarification will be allowed, provided such requests are made through the above contact person.

For additional information on RFP submissions, see Section IV.B.

mailto:solicitations@calottery.com

C. Background

The California Lottery’s mission is to generate supplemental funding for public education through the responsible sale of lottery products. Fiscal Year 2025/26 was another strong year for the Lottery, with estimated sales of approximately $9.3 billion bringing the total contributions to over $48 billion since 1985. Lottery products are sold statewide at more than 23,000 retail locations, from independent neighborhood shops to convenience stores, liquor stores to supermarkets, and more. The Lottery’s retail product offerings include an average of 54 fun and entertaining Scratchers® games annually and several draw games, including jackpot games such as Powerball®, Mega Millions®, and SuperLotto Plus®, and daily games such as Fantasy 5 and Hot Spot®.

Through the alignment of product plans, marketing campaigns, and sales team efforts, the Lottery has grown to be the second largest lottery in the U.S. The Lottery’s goal is to continue to increase supplemental funding through the responsible sale of Lottery products and become the largest lottery in the U.S.

This proposed contract is for marketing and advertising services for the California Hispanic consumer market (HCM). The Lottery’s current Hispanic marketing and advertising agency partner is Monks. Monks’ contract expires on July 17, 2027.

Additionally, the Lottery has contracts with the following agencies:

• Butler, Shine, Stern and Partners (BSSP) is the Lottery’s lead marketing & advertising agency partner who guides the overall strategic development across the integrated agency teams, produces creative for the general market, and in partnership with Canvas Worldwide, manages media planning and buying for all paid advertising programs including in-language audience segments, public affairs, and other corporate initiatives.

• Alcone Marketing Group for promotions and retail marketing

• Intertrend Communications for Asian in-language marketing and advertising

• Quantasy + Associates for African American marketing and advertising

D. Description of Service

The Lottery is seeking a strategic Hispanic marketing and advertising agency partner to help it engage the California Hispanic consumer market (HCM) in an authentic and innovative way that will position the Lottery for future growth.

The agency must be able to address critical issues facing the Lottery, including but not limited to the following:

• How can the Lottery responsibly grow sales among California Hispanic consumers and, in turn, maximize contributions to California public schools?

• How should the Lottery communicate with and reach California’s diverse

Hispanic population through marketing and advertising efforts?

• How can the Lottery improve brand perceptions among Hispanic adults, continue to position itself as a fun and entertaining brand, and build appeal with Hispanic consumers for future growth?

• How can the Lottery increase relevancy in the ever-changing consumer landscape and effectively maintain and broaden its Hispanic player base?

• How should the Lottery navigate the evolving media environment to reach

California’s diverse Hispanic population?

E. The Challenge

The Hispanic population represents the largest demographic group in the state and is evolving - including generational shifts, language preferences, and the growing influence of bicultural identity. The California Hispanic consumer market (HCM) is an important and growing segment for the Lottery, and it is incredibly important for the Lottery to connect with this audience in an authentic and meaningful way. A deep understanding of these cultural shifts is critical to the Lottery’s ability to effectively engage California’s diverse and rapidly evolving HCM audience, maintain and attract new Hispanic Lottery players. This insight will help the Lottery develop more relevant and culturally resonant marketing strategies, strengthen connections with Hispanic consumers, and ensure the Lottery remains relevant to this key and growing segment.

At the same time, the advertising landscape continues to evolve dramatically as technology continues to change consumer media behavior and marketing realities.

Understanding Hispanic player motivation and helping to better differentiate and position the Lottery’s brand and its various games and products to enhance consideration and increase sales will be a critical role for the Lottery’s Hispanic advertising agency moving forward. The agency must be able to combine rigorous and insightful account planning and strategic development with best-in-class creative solutions that drive sales and stand out in a fragmented media environment where consumers need to be continually re-engaged and re-motivated to play. The Lottery expects the agency to function as a true partner who understands the HCM at a deeper level, challenges the status quo, and leads the way to meaningful strategy combined with media and creative solutions that drive brand and product demand while maximizing contributions to public education through increased sales.

F. Summary of Wants, Needs and Expectations

The Lottery needs a highly capable and culturally fluent Hispanic marketing and advertising agency partner. The agency must have best-in-class capabilities across all areas of expertise and media channels, including traditional, digital, social, and emerging channels to develop and deploy integrated marketing and advertising programs and navigate future challenges and opportunities. The Lottery is seeking an agency capable of developing breakthrough work and highly integrated omnichannel strategies that deliver contextually relevant communications and experiences that elevate the Lottery’s brand and drive sales.

Wants (Preferred Agency Experience) The Lottery wants an agency that will represent the voice of California Hispanic consumers when working with the Lottery and other agencies and have a successful track record of:

• Developing and executing innovative Hispanic creative that meets business goals and objectives by utilizing strategic account planning and insights.

• Developing highly integrated, consumer-centric marketing programs across different media and channels with a significant focus on digital and emerging channels.

• Developing best-in-class digital, social media, and influencer marketing programs.

• Experience with clients in gaming/gambling and entertainment industries.

• Experience with fast-moving consumer products sold in convenience stores, liquor stores, and supermarkets.

Needs & Expectations The Lottery seeks a Hispanic marketing and advertising agency that will:

• Commit a team of experienced professionals to the account that is fully immersed in the HCM from top to bottom, takes initiative, and has a drive for continuous improvement.

• Foster an environment where "partnering with the Lottery" and "thinking outside of the box" are part of the agency culture.

• Partner with the Lottery’s other contracted agency partners and internal teams across all Lottery platforms and touchpoints on developing and executing culturally relevant and impactful advertising/marketing plans, including Hispanic media strategy consultation and input. Demonstrate strong involvement in the strategic process, ensuring integration across all projects to show consistency and excellence in the agency's work product.

• Demonstrate unequivocal Hispanic marketplace success at building and sustaining brands in positions of category leadership.

• Leverage its deep expertise and established connections with the Hispanic advertising and marketing community to foster relationships and build partnerships on the Lottery's behalf.

• Deliver breakthrough, meaningful creative based on data driven, culturally relevant consumer insights that genuinely resonate with and engage Hispanic consumers and generate sales. Specifically, demonstrate outstanding creative capabilities across all media channels (traditional/digital/social/ experiential).

• Demonstrate expertise in leveraging data-driven Hispanic consumer insights to inform culturally relevant media strategies that authentically resonate and connect with Hispanic consumers; innovation in media and communications planning; and expertise with state-of-the-art ad technology.

• Ensure alignment of the Lottery's creative and media strategies to meet ongoing and evolving expectations of Hispanic consumers and their media consumption behavior.

• Embrace a meaningful and resonant marketing and communications approach that addresses California's diverse Hispanic population.

• Provide high-quality Spanish-language translation services using the appropriate dialect, grammar, and other language nuances for Spanish-speaking Californians.

• Deliver best-in-class account leadership with strong involvement in the strategic process and the ability to lead integration across all projects to ensure consistency and excellence in the agency's work product.

• At the Lottery's direction, provide effective leadership and a collaborative approach with its other agency partners, third parties, and internal Lottery teams to foster cross-team collaboration and minimize foundational disagreements.

Additional Requirements:

Digital & Social:

• The Lottery expects the agency to be on the forefront of innovation with the latest strategies and technologies in digital, social, and emerging platforms to reach Hispanic consumers.

• Extensive experience in all aspects of digital marketing (strategy, media planning, creative development, tracking and optimization) across all digital channels including digital display, programmatic, search marketing and other channels within the digital and social space.

• Ongoing analysis of digital and consumer trends to identify and deliver innovative ways to increase social and digital engagement.

• Deep experience in all aspects of social media, including strategy, paid social, creative, content, analytics, new platforms, social listening, and social best practices.

• Experience developing, managing and optimizing influencer marketing campaigns, either in-house or through specialized influencer/creator agencies.

• Please note that the Lottery’s website and mobile app are managed in-house and not within the scope of this solicitation.

Production: The Lottery expects the agency to have best-in-class digital and broadcast TV/video production capabilities and experience, including production management, post-production expertise, off-line editing, talent/casting, and business affairs.

Research: The agency must have the ability to conduct Hispanic consumer market research studies (e.g., recall tests, copy and motivation tests, media weight tests, and attitude studies) that assist the Lottery in the areas of strategic and media planning, communications testing, and consumer attitudes. These studies may be qualitative or quantitative and may be ad hoc or ongoing projects. Expertise in research stimulus development is desired.

The ideal agency may also be called upon to provide the following services as needed:

Media Capabilities: Experience planning, buying, and implementing holistic

Hispanic media plans and/or select media vehicles in California designated market areas as necessary which may include: television, radio, print, outdoor, digital, social and in-store/retail advertising.

Promotions and Experiential Marketing: The Lottery seeks an agency that can bring fresh thinking and big ideas outside of traditional advertising and media channels to its marketing efforts. The agency may be responsible for developing experiential and promotional programs that forge deeper engagement between the Lottery and its players.

Public Relations: The Lottery may require the agency to develop earned media strategies and provide integrated PR capabilities in the areas of media relations, crisis communications, event management, and cross-cultural outreach.

G. Minimum Qualifications

This RFP is open to all agencies and joint ventures that, at the time Phase I Submittals are due, meet the following minimum qualifications. Qualified agencies must:

1. Have a minimum of three years’ experience performing Hispanic marketing and advertising services. This experience must include providing deep cultural and consumer behavior insights, developing culturally relevant strategies, and meaningful/impactful creative for agency client accounts.

2. Have a minimum of $10 million in annual billings in 2023, 2024, and 2025.

3. Have a minimum of 25% of the agency’s work product in Hispanic dedicated marketing efforts.

4. Be a legal business entity licensed to do business in California.

5. Currently have an office located in California that will be maintained throughout the duration of the proposed contract (Contract or Agreement). In addition, the office must be able to support California Lottery business needs and hours of operation on the West Coast.

6. Meet the requirements as set forth in Section II, Phase I Submittals.

H. Contract Term

The initial term (Contract Term) of the proposed Contract resulting from this RFP will be five years. The Lottery may unilaterally extend the Contract Term under the same terms and conditions, including pricing terms, for up to two one-year terms.

The Contract Term may change if the Lottery makes an award earlier than expected or if the Lottery cannot execute the agreement due to unforeseen delays.

The resulting Contract will be of no force or effect until signed by both parties. The selected agency will not commence performance until the Contract has been fully executed.

I. Anticipated Funding

The maximum expenditure authority for the initial five-year Contract Term is estimated at approximately $40 million. Funding for the annual and total contract expenditures is not guaranteed. Funding is subject to annual marketing budget approval by the Lottery Commission. Depending on the Lottery’s goals and objectives, funding within the annual contract expenditures may decrease and/or increase from year to year.

Proposals should not be based on the potential for increased funding in any given year. If full funding does not become available, the Lottery may amend or terminate the agreement to reflect reduced funding and deliverables.

J. Scope of Work

See Attachment 13, Proposed Contract Terms and Conditions, Exhibit A, for a detailed description of the services and work to be performed as a result of this procurement.

K. Joint Proposals/Subcontractors

Joint Proposals

The Lottery will accept joint proposals from more than one agency in response to this RFP that, if successful, will result in the award of one indivisible contract. Each agency submitting the joint proposal will be jointly and severally liable for the performance of the entire contract.

Agencies submitting a joint proposal must include a written statement with their Mandatory Submittals that clearly identifies the agencies submitting the joint proposal and that designates a single person who is authorized to represent all agency parties in all matters relating to the RFP. The statement must be signed by a representative identified in the Certification, as legally authorized to contractually bind the agency. At least one of the agencies must independently meet all the Minimum Qualifications listed within this RFP. The Agency Fact Sheet, Attachment 4, must be completed by all parties participating in a joint proposal.

Subcontractors

If an agency needs to subcontract part of the services and/or work because the agency does not have the full-service capabilities to effectively accomplish all components of the Scope of Work and/or to offer cost competitive pricing to the Lottery, agencies are required to identify proposed subcontractors and which services they will provide.

The Lottery reserves the right to deny any or all proposed subcontractors of the selected agency. Posting the “Notice of Intent to Award” does not imply the Lottery’s approval of proposed subcontractors.

If a proposed subcontractor is denied or if the selected agency does not demonstrate the capabilities to meet the Lottery’s needs to the Lottery’s satisfaction, the selected agency may be required to procure a subcontractor or consultant through a separate competitive process to address our required needs.

L. Reassignment of Personnel

The selected agency will not assign new key personnel or reassign key personnel working on Lottery business during the term of the contract without prior approval from the Lottery. If an agency employee is unable to perform duties due to illness, resignation, or other factors beyond the agency’s control, the agency will make every reasonable effort to provide suitable replacement personnel in a timely manner.

M. Nonexclusive Rights

The Lottery does not grant the selected agency the exclusive rights to provide all advertising and marketing services tied to this contract during the contract period. The Lottery reserves the right to acquire additional advertising and marketing services from other agencies and/or subcontractors without infringing upon, or terminating, the awarded contract.

N. Key Action Dates

Proposers are advised of the key dates and times shown below and are expected to adhere to them. All times noted in this document are Pacific Time (PT). The Lottery may change the dates after Proposals Due without further amending this RFP.

KEY ACTION DATE TIME

Request for Proposal Release Date October 12, 2026 Written Questions Due October 26, 2026 3:00 p.m. PT Written Intent to Bid (optional) October 26, 2026 3:00 p.m. PT Responses to Proposer Questions Posted

November 12, 2026

Phase I – Eligibility Proposals Due November 23, 2026 3:00 p.m. PT Notification to Phase II-Semi Finalists & Schedule Onsite Visits with Semi- Finalists*

December 2026

Phase II – Onsite Visits and Evaluations*

January 2027 – February 2027

Notification to Phase III-Finalists (posted)*

February 2027

Phase III – Briefing Day -Lottery presents work assignment -Proposers may ask questions at the Briefing Day and/or email questions to the Lottery*

February 23, 2027

Phase III Finalist Work Sessions* March 2027 Phase III – Work Assignments and Financial Packages due to the Lottery*

April 2027

Phase III – Finalist Presentations of the Work Assignment and Phase III evaluations*

April 2027 – May 2027

Notice of Intent to Award Posted (Subject to Commission Approval)*

June 2027

Proposed Effective Date of Contract* August 2027 *Estimated dates; actual dates may differ.

The Lottery reserves the right to consolidate the solicitation process from three to two phases (i.e., remove Phase II) and will notify agencies advancing from Phase I of the change.

Written questions sent in advance will only be answered on the scheduled response date. Only questions addressed to the contact person listed in Section I.B. will be accepted. Questions from interested parties must be sufficiently written and include adequate information to enable the Lottery to provide the most accurate responses.

When submitting questions, please reference Hispanic Advertising Agency RFP #R005664 in the subject line.

At its sole discretion, the Lottery may seek clarification or additional information regarding any questions received.

It is the agency’s responsibility to check for notices, date changes, and addenda for this RFP on the Lottery’s website or by going onto the California State Contracts Register.

II. PROPOSAL SUBMISSION & PHASES

A. Overview

There are three phases within this RFP. At the completion of each phase, Proposers will be notified in writing by the Lottery as to whether they qualify to continue to the next phase. Additional instructions will be provided by the Lottery to those Proposers advancing to Phases II and III.

Proposals submitted in response to this RFP must comply with the requirements of this section. Failure to complete and submit the information listed in this section in the specified format may result in rejection of the agency’s proposal.

Proposers must complete and submit the following, as detailed below. See Section III, Evaluation Process & Criteria, for scoring details.

B. Nondisclosure Agreement - News Releases and Social Media

Proposers must complete and submit Non-Disclosure Agreement, Attachment 10, in their proposal package. By submitting a Proposal, the agency agrees that they will not share any information, including issuing news releases, make statements to the news media, or through social media channels pertaining to this RFP, their proposals, the data and information provided by the Lottery, contract, or work resulting therefrom, without first obtaining prior approval from the Lottery.

C. Phase I: Submittals

Overall Phase I Instructions:

• Complete forms and attachments as directed below.

• See Section IV, Submission Requirements, for formatting and submission address.

Items 1, 2, and 4 will be scored by the Lottery Evaluation Team using the evaluation criteria set forth. The other items outlined below will be used to determine eligibility and will be scored on a pass/fail basis.

https://www.calottery.com/vendor-opportunities

Items:

1. Proposal Cover Pages (Attachment 1):

• Table of Contents

• Introduction Letter

Instructions: Submit a table of contents and an introduction letter, indicating that your agency is responding to the RFP and that all the RFP minimum requirements have been met. The table of contents must list all documents and forms included in your proposal and their corresponding page numbers. The introduction letter must be signed by the representative identified in the Certification, as legally authorized to contractually bind your agency. The introduction letter must confirm your agency’s qualifications and interest in participating in this solicitation.

The introduction letter must explain the following:

a. Basis for your agency’s interest in the Lottery’s business.

b. Particular strengths and how those strengths will benefit the Lottery with respect to the Lottery’s wants, needs, and expectations.

c. Positioning and vision: How does your agency differ from competing agencies?

What is your agency’s vision for themselves and their partnership with the Lottery? What is your agency’s overall philosophy?

d. Please indicate at a high level and as appropriate how your agency approaches the HCM and the role it plays within the overall marketing plan.

e. Describe your agency's work process and business practices employed to help produce consistently effective marketing. How does your agency collaborate within a larger roster of agencies?

f. Background of your agency’s key personnel and who will be assigned to handle the Lottery account.

g. A summary of the key contributions your agency believes it can bring to the Lottery's advertising and marketing communications efforts.

h. Identify any potential, actual, or apparent conflicts of interest that may arise between any current client and/or the Lottery. If no potential, actual, or apparent conflicts exist, then you must make a statement to that effect.

i. Contact information, including name, phone number, and email address, for the representative who will be the main contact person between your agency and the Lottery during the evaluation process. This contact person will also be identified in Attachment 6, Certification.

j. If your agency is submitting a joint proposal, you must disclose this in the introduction letter and submit detailed information for each of the entities submitting the joint proposal arrangement. Your agency must identify the name of the representative who is legally authorized to contractually bind all entities submitting the joint proposal.

k. Your agency is required to explicitly disclose any use of GenAI tools in the preparation or development of your 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. If no GenAI tools were utilized in the preparation or development of your Proposal, then you must make a statement to that effect.

2. Agency Profile (Attachment 2):

Instructions: Complete a narrative response to Items 2a, 2b, 2c below by addressing how each applies to your agency and how each would benefit the Lottery:

a. Agency Strengths, Capabilities, and Experience:

i. Strengths: Describe your agency’s strengths including accomplishments, unique services, account leadership, strategic planning, and creative processes.

ii. Agency Capabilities: Describe your agency’s total capabilities and experience as a Hispanic marketing and advertising agency.

iii. Experience: Describe your agency’s experience working within the gaming/gambling, entertainment, and fast-moving consumer goods categories and on accounts of similar size and scope to the Lottery.

b. Marketing & Advertising Approach:

i. Strategic Services: Describe your agency’s experience in creating annual strategic plans. Include the steps taken to develop a plan, the level of client collaboration in the process, and how your agency ensures synergy between the client’s partner agencies.

ii. Creative Process: Discuss your agency’s process to creatively concept and develop Hispanic marketing and advertising programs. Include the steps taken to ensure the program has maximum impact on the target audience.

Also provide the processes used by your agency to produce and implement marketing and advertising programs and list the methodology used to track and ensure the quality and quantity of deliverables.

iii. Comms Planning, Media Planning & Buying Approach: Describe your agency’s approach and expertise in comms planning, media planning and buying process. Please also describe your media purchasing experience and purchasing clout within the state of California. What is your approach to reaching diverse and in-language audiences? How do you utilize innovative and emerging technologies or platforms in development of omnichannel and comms plans?

iv. Research and Evaluation: Describe your agency’s approach to research, including conducting consumer research, your evaluation tools and sources of research. Detail how these tools are used to gain insights into the strategic development of future marketing and advertising programs. List how these tools are used to help determine return on investment, media value, and the effectiveness of marketing & advertising programs. Provide how the data collected is communicated to the client. Include in your description whether these evaluation functions are normally performed in-house or by a subcontractor or consultant.

v. Project Management: Describe your agency’s overall process for project stewardship, including project timelines, deliverables items, quality assurance, budget tracking, and billing.

c. Three Full Campaign Case Histories:

Submit, in accordance with Section IV, three case histories of recent and relevant campaign work that showcase the agency’s HCM expertise. The campaign case histories must demonstrate your agency’s capabilities, expertise, and skills in strategic and creative plan development and implementation of Hispanic marketing and advertising efforts. One of the case histories must be a transcreation. For each case history, please include the following:

i. Case overview for each ad, marketing initiative, or campaign, including objectives, strategy, consumer/creative insight, and results. Please include a notation of the timeframe in which the work ran, a description of your agency's role in this project, and how it was implemented. The succinct description must not exceed four pages in length for each campaign.

ii. Information on how your agency used research, data, and analytics to determine strategy to optimize the effectiveness of your plan and work.

iii. Multiple creative elements from each campaign that show how your agency incorporates a brand across multiple platforms, including video, audio, and visual representations of outdoor, collateral, digital, promotional material, print, and any viral, non-traditional, or social media elements.

iv. For the transcreation case study, include a brief description and the creative elements used to support the campaign in the general market. Include a detailed account of the thinking behind the adaptation for the Hispanic market.

v. All case histories must represent the submitting office’s work. If materials are in Spanish, please provide an English translation.

vi. Please provide six hard bound copies and submit a soft copy version of your submittal through the Lottery’s secure site that will be provided in Section IV. In addition, video files for the case histories are to be uploaded through Liquid Files per Section IV.A.1.

3. Mandatory Submittals Checklist: (Attachment 3)

Instructions: Submit all items listed on the mandatory submittals checklist by the due date for Phase I – Eligibility Proposals listed in Section I, General Information, N. Key Action Dates.

4. Agency Fact Sheet (Attachment 4)

Instructions: Complete and sign the Agency Fact Sheet. If the agency is submitting a joint proposal, each agency comprising the joint venture must complete and submit an Agency Fact Sheet.

5. Form STD 204 – Payee Data Record (Attachment 5)

Instructions: Complete and sign “Form STD 204 – Payee Data Record”

6. Proposer Certification Form (Attachment 6)

Instructions: Complete and sign the “Certification” Form

7. Schedule of Subcontractors (Attachment 7) – (only if applicable)

Instructions: Complete and sign if there are any necessary subcontractors that will assist with fulfilling the scope of work.

8. Small and Micro Business Participation (SB) Form (Attachment 8) – (if applicable)

Instructions: Complete and sign the Participation Form if applying for Small Business or Micro Business incentive (see RFP Section IV.H).

9. Disabled Veteran Business Enterprise (DVBE) Participation (Attachment 9) – (if applicable)

Instructions: Complete and sign the Participation Form if applying for Disabled Veteran Business Enterprise incentive (see RFP Section IV.H).

10. Non-Disclosure Agreement (Attachment 10)

Instructions: Complete and sign the Non-Disclosure Agreement Form.

11. Liquid Files Instructions (Attachment 11)

Submit all requested documents via Liquid Files as stated in Section IV. Delivery of Proposal. Instructions are provided as Attachment 11 and are available on the California State Contracts Register.

12. GenAI Language (Attachment 12) – (if applicable) 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.

III. EVALUATION PROCESS & CRITERIA

The Lottery will conduct a fair and impartial evaluation of proposals received in response to this RFP. Proposals submitted in response to this RFP may be evaluated in comparison with other submitted proposals. Participating Proposers may request clarification via email during any phase of the evaluation process.

All materials and requirements not identified as pass/fail, as outlined within this document, will be evaluated using the Rating Chart shown below:

Rating Definition

Superior Proposal exceptionally exceeds performance or capability requirements; proposal demonstrates extraordinary strengths that will more than significantly benefit the Lottery.

Significantly Exceeds

Proposal significantly exceeds performance or capability requirements; proposal demonstrates exceptional strengths that will significantly benefit the Lottery.

Exceeds Proposal exceeds performance or capability requirements; proposal has one or more strengths that will benefit the Lottery.

Meets Proposal meets specified minimum performance or capability requirements necessary for acceptable contract performance.

Meets with Exceptions

Proposal demonstrates weak performance or capability standards necessary for minimum contract performance; proposal has one or more weaknesses that offset any strengths.

Does Not Meet

Proposal fails to meet specified minimum performance or capability requirements. Proposals with a Does Not Meet rating are not awardable.

The complete RFP evaluation process is comprised of three phases:

• Phase I – Submittals: Eligibility and Capabilities Requirements

• Phase II – Semi-Finalists: On-site Visits

• Phase III – Finalist Submittals: Work Assignment and Staff Plan and

Compensation Proposal

A. Phase I – Submittals: Eligibility and Capabilities Requirements

1. The following documents will be evaluated as pass/fail in Phase I and must be completed and submitted by the deadline:

a. Mandatory Submittals Checklist

b. Form STD 204 – Payee Data Record

c. Proposer Certification Form

d. Schedule of Subcontractors (if applicable)

e. SB Form (if applicable)

f. DVBE Participation (if applicable)

g. Non-Disclosure Agreement

2. The following documents will be evaluated using the Phase I evaluation criteria and the Rating Chart:

a. Proposal Cover Pages

• Table of Contents

• Introduction Letter

b. Agency Profile

• Agency Strengths, Capabilities, and Experience

• Marketing & Advertising Approach

• Three Case Histories

c. Agency Fact Sheet

Evaluation Criteria: Phase I Submittals

Criteria ranked in order of importance from highest to lowest:

• Agency’s positioning, vision, and philosophy and its alignment with

Lottery values

• Depth and breadth of the agency’s organizational qualifications and experience to deliver service requirements listed in Scope of Work

• Experience and expertise providing Hispanic advertising and marketing services

• Caliber of strategic capabilities

• Creativity and innovation

• Integrated marketing experience and capabilities

• Expertise and capabilities in digital and social media (strategy, creative, etc.) and influencer/content creator marketing

• Relevant experience in the California market, and with gaming/gambling, entertainment, and/or fast-moving consumer goods sold at retail

• Quality of client list

• Additional services e.g. media, PR, promotions and experiential marketing capabilities

Scoring - Phase I: After review and evaluation of the Phase I submittals, those agencies receiving an overall rating of “Superior” or “Significantly Exceeds” will advance to Phase II as Semi-Finalists. Agencies receiving an overall score of “Exceeds” or “Meets” may, at the sole discretion of the Lottery Evaluation Team, advance to the Semi-Finalist phase.

B. Phase II – Semi-Finalist: On-Site Visits

On-site visits allow the Lottery Evaluation Team to meet agency leadership and the agency team that would service the Lottery account. It is an opportunity for the agency to present their capabilities beyond the agency profile and credentials provided in Phase I. Site visits will be scheduled on dates specified in section N. Key Action Dates.

Proposed day-to-day account management team, creative personnel, and media staff that would service the California Lottery account must play a major role in the Site Visit presentation.

Each Semi-Finalist will be contacted to schedule a date and time when the Lottery evaluation team can visit the office that would service the account and to receive more details about the site visit. Each site visit is approximately three to four hours, including introductions, agency tour, and presentation.

Evaluation Criteria: Phase II – On-Site Visits

Criteria ranked in order of importance from highest to lowest:

• Agency team assigned to the Lottery, its philosophy, and culture

• California Hispanic market experience

• Caliber of strategic capabilities

• Creativity and innovation

• Integrated marketing experience and capabilities

• Expertise and capabilities in digital and social media (strategy, creative, etc.) and influencer/content creator marketing

• Additional services e.g. media, PR, promotions and experiential marketing capabilities

Scoring - Phase II: After review and evaluation of the Phase II meetings, Semi- Finalists receiving an overall rating of “Superior” will advance to Phase III as Finalists.

Semi-Finalists receiving an overall score of “Significantly Exceeds”, “Exceeds” or “Meets” may, at the sole discretion of the Lottery Evaluation Team, advance to the Finalist phase.

C. Phase III – Finalist Submittals

1. Work Assignment. Each Finalist will be asked to complete and present an integrated strategy, creative, and media work assignment for marketing and advertising services. Details will be shared with the Finalists who advance to Phase III.

Evaluation Criteria: Phase III – Work Assignment

Criteria ranked in order of importance from highest to lowest:

• Understands Lottery business and the application of insights to the work assignment

• Hispanic Market expertise as it applies to the Lottery

• Strategic recommendation

• Creative work

• Integrated marketing communications plan

• Team assigned to the Lottery account

• Responsiveness to input

2. Staff Plan & Compensation Proposal Assessment. Each Finalist will receive a packet outlining a sample description of deliverables (for bidding purposes only) for the Lottery account. The packet will include instructions for organizing their proposed staff plan and corresponding cost information. The objective of this portion of the Finalist Phase is to evaluate Finalists’ anticipated staffing and compensation proposal on both a stand-alone and comparative basis to facilitate an agency-to-agency evaluation.

Evaluation Criteria: Phase III – Staff Plan & Compensation Proposal

Criteria ranked in order of importance from highest to lowest:

• Agency team assigned to Lottery account

• Expertise and experience levels of staff

• Amount and distribution of staff hours

• Direct labor costs

• Operating overhead costs

• Profit markup

• Blended hourly agency rate

• Additional services and costs

• Agency readiness

The Lottery will evaluate each Finalist’s Staff Plan and Compensation Proposal to determine its responsiveness to the RFP’s requirements and its overall value to the Lottery. As part of this assessment, the Lottery will also compare each Finalist’s Staff Plan and Compensation Proposal against that of the other Finalist(s).

a. DVBE and SB Assessment

Where applicable, the DVBE and/or SB preferences will be applied to a Finalist’s Staff Plan and Compensation Proposal.

• Small & Micro Business Participation (if applicable). A preference of up to

5% bonus in points or a $50,000 reduction in the annual staff compensation proposal, whichever is less, will be applied for evaluation purposes only, based on the level of SB participation proposed.

• DVBE Incentive Program (if applicable). A preference of up to 5% bonus in points or a $50,000 reduction in the annual staff compensation proposal, whichever is less, will be applied for evaluation purposes only based on the level of DVBE participation proposed.

3. Scoring - Phase III Best Value Evaluation

If the Lottery elects to award a contract, such contract will be awarded to the agency that submits the best value proposal. The best value proposal will be the proposal that provides maximum benefits to the Lottery in the areas of security, competence, experience, qualifications, performance, and price. The proposal with the lowest price may not be selected if a higher-priced proposal provides greater overall benefits to the Lottery.

As part of the best value evaluation process, the Lottery may award a contract based on the proposals submitted or establish a competitive range and hold discussions with each agency in the competitive range. The competitive range will be comprised of the most highly rated proposals consistent with the need for an efficient competition. If discussions are conducted, each agency will be given the opportunity to revise its proposal only in those specific areas identified by the Lottery. Discussions may include bargaining. Bargaining includes persuasion, alteration of assumptions and positions, and give-and-take, and may apply to price, technical requirements, type of contract, or other terms of a proposed contract.

The Lottery may discuss with each agency in the competitive range, weaknesses, deficiencies, and other areas of concern in its proposal such as price, technical approach, and other terms that, if altered, may materially enhance the proposal’s potential for award. The scope and extent of discussions are matters solely within the Lottery’s discretion.

IV. SUBMISSION REQUIREMENTS

A. Delivery of Proposal

1. Delivery

Proposals will be submitted through the Lottery Secure File Transfer site and via hard copies delivered to the Lottery as set forth in Section IV.B below. The Liquid Files Instruction Guide is available on the California State Contracts Register.

Liquid Files transfers are to be addressed to tkopbayev@calottery.com and ijen@calottery.com. Do not send to solicitations@calottery.com.

The Lottery encourages all qualified agencies to participate in this RFP by submitting Phase I written submittals by the deadline due date of 3 p.m. on November 23, 2026. The written “Intent to Bid” is optional and not required to participate in this RFP process.

mailto:tkopbayev@calottery.com mailto:ijen@calottery.com

Proposers will submit video files using .MP4 format. Files with the following extensions will not be accepted: exe, vbs, pif, scr, bat, cmd, com, and cpl.

Additionally, Proposers must submit six hard copies of their proposals as labeled binders in accordance with Section IV Submission Requirements, A.2.b. Proposals should be structured in the same format as the RFP, with the same heading, numbering, and bullet format for all sections and subsections.

Proposals submitted in response to this RFP must comply with the requirements listed in Section IV, Submission Requirements, A.2 Narrative Format. Failure to complete and submit the information as specified in the narrative format may result in rejection of the proposal.

Proposers are solely responsible for ensuring timely receipt of their proposals.

2. Narrative Format

a. Narrative portions of proposal responses should be prepared in such a way as to provide a straightforward, concise delineation of capabilities to satisfy the requirements of this RFP. Emphasis should be on conformance to the RFP instructions, responsiveness to the RFP requirements, completeness, and clarity of content. Expensive bindings, colored displays, promotional materials, etc., are not necessary or desired. However, it is requested that responses are bound.

b. Proposers must follow the format requirements listed below for all narrative portions of the RFP. Failure to do so may result in an entire proposal or affected section not being read or evaluated at the Lottery’s sole discretion.

i. Use Arial or similar font of at least 12-point size throughout. Exception: if a form is required by the State that contains a smaller font.

ii. Print pages single-sided on letter size (8.5 by 11 inches) white paper with

1.5 line spacing, unless otherwise noted.

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

iv. Sequentially number the pages in each section and clearly identify each section in the order requested. When a page limit is noted, pages exceeding the limit will not be scored. It is not necessary to paginate the required forms.

v. Place the agency’s name in a header or footer on every page. If the agency’s name is not already entered elsewhere on a completed certification or form, add it to a header, footer, or signature block.

vi. RFP Attachments and/or forms that require a signature must be signed by a person who is authorized and identified on the Certification, to contractually bind the agency. A PDF signed copy of those documents will be accepted, however, the originally signed document may be requested at a later date.

B. Submission of RFP Materials

“RFP materials” means anything submitted by a Proposer to the Lottery in response to this RFP, including, but not limited to, written questions about this RFP, and responses to any phase.

Email Mail Email via Liquid Files:

tkopbayev@calottery.com;

ijen@calottery.com

Subject line must include:

RFP # R005664 Hispanic Marketing & Advertising Agency

ATTN: Timur Kopbayev RFP #R005664 Hispanic Marketing & Advertising Agency 700 North 10th Street Sacramento, CA 95811

C. Importance of Meeting Deadlines

Proposers are responsible and assume all risks for the delivery and receipt by the Lottery of all submissions prior to the submission deadline. If a Proposer mails or otherwise ships the submission via a generally recognized approved transportation entity such as the U.S. Postal Service, Federal Express, United Parcel Service, etc.

and provides the Lottery with the entity’s package tracking information and the tracking information indicates its delivery at the Lottery by the submission deadline, the package will be considered to have arrived on time. U.S. Postal Service postmarks or other indicia of mailing of shipment; however, will not be accepted as proof of timely delivery. Electronic submissions without the six hard copies may not be accepted. The stated deadlines for submitting and receipt of all materials to the Lottery will be strictly enforced. Submissions that are incomplete or received after the stated deadline will not be accepted.

D. Communication Between the Lottery and Proposers

The Lottery reserves the right to contact Proposers at any phase of the proposal process to collect additional clarifying information, if deemed necessary.

mailto:tkopbayev@calottery.com mailto:ijen@calottery.com

1. Proposer Questions

Proposers must submit any questions regarding this RFP by the due date and time specified in the Key Action Dates table in Section I General Information, N. Key Action Dates. Limit questions to those that help decide whether to submit and assist in completing Phase I RFP submissions. Questions related to specific business data, Phase II and beyond will not be answered at this stage and will be addressed at a later Phase in the procurement. If questions of this nature are submitted during Phase I, it will be at the discretion of the assigned Lottery team to determine if they will be answered during this phase.

Only email questions addressed to the contact person listed in Section I, General Information, B. Contact will be accepted.