REQUEST FOR QUOTES (RFQ) 13180

DEPARTMENT OF PUBLIC WORKS

COMMUNITY BASED SOCIAL MARKETING SERVICES

September 4, 2026

SMALL-LOCAL BUSINESS SET-ASIDE: In accordance with Board Policy A-87, the award of contracts resulting from this RFQ is reserved for Small-Local Businesses as defined in Board Policy B-53 Small-Local Business Policy (SLBP), which can be found at: B-53 Small-Local Business Policy (SLBP).

A. KEY INFORMATION

1. The County of San Diego is seeking quotes from firms interested in providing Community Based Social Marketing Services (“Offerors”).

2. The County anticipates a contract term of an initial (base) period of one (1 year(s), with four (4) one (1)-year option periods. The County anticipates the contract term to begin July 1, 2027.

3. The County has posted this solicitation on its official BuyNet website at https://sdbuynet.sandiegocounty.gov/ . To see all information related to this RFQ, to submit Questions, and to receive notifications of updates, Offerors must select “Participate in RFx” for this solicitation in BuyNet.

4. The Contracting Officer for this solicitation is Julie Searight, Procurement Contracting Officer ( Julie.Searight@sdcounty.ca.gov )

5. Schedule: This timeline is subject to change at any time, at the County’s sole discretion. The County will issue an addendum for changes to the Questions due date or Quotes due date.

Event Description Date and Time (San Diego Time) Questions due September 21, 2026 prior to 5:00 p.m.

Quotes due October 30, 2026 prior to 5:00 p.m.

6. Questions:

6.1. Offerors should submit all Questions, including requests for clarification related to definition or interpretation of this RFQ, in writing by the Date and Time specified in the Schedule.

Offerors should submit Questions via BuyNet, by sending a message to the Contracting Officer through the “Discussions” functionality.

6.2. Non-Offerors should direct inquiries regarding this solicitation to the Contracting Officer.

7. Table of Contents:

A. Key Information B. RFQ Instructions and Rules

MAGGIE HUNSBERGER

INTERIM DIRECTOR

DEPARTMENT OF PURCHASING AND CONTRACTING

5560 OVERLAND AVENUE, SUITE 270, SAN DIEGO, CALIFORNIA 92123-1204

PHONE (858) 505-6367 FAX (858) 715-6452

BRENDA MILLER

ASSISTANT DIRECTOR

https://codelibrary.amlegal.com/codes/san_diego/latest/sandiego_board/b_53__small__local__business__policy_(_s_l_b_p) https://sdbuynet.sandiegocounty.gov/

C. Submittal Items D. Required Forms E. Statement of Work F. Attachment 1 – Task Order Process G. Attachment 2 – Sample Task Order H. Payment Schedule I. Draft Agreement

B. RFQ INSTRUCTIONS AND RULES

1. INSTRUCTIONS FOR SUBMITTING A QUOTE

1.1. It is Offeror’s responsibility to submit a quote based on the most current RFQ, addenda thereto, County’s responses to Questions, any other information posted on BuyNet, and any diligence material made available by the County. Offerors are advised to regularly check BuyNet for information. The County has no obligation to contact Offerors directly with any such RFQ-related information.

1.1.1. To see all information related to this RFQ, to submit Questions, and to receive notifications of updates, Offerors must select “Participate in RFx” for this solicitation in BuyNet.

1.1.2. If an Offeror is unable to download this document, an Offeror may request a hard copy from Department of Purchasing and Contracting’s front desk or contact clerical support at (858) 505-6367.

1.2. Forms required to be submitted with Offerors response to this RFQ are included in this RFQ or posted on the County’s web site at:

https://www.sandiegocounty.gov/content/sdc/purchasing/purchasing-forms.html.

1.2.1. The County may update posted forms from time to time. Unless otherwise specified, Offerors may submit the version of a form in place as of the date of the posting of this RFQ or any later version thereof.

1.3. Offeror must submit a complete original quote in accordance with the format provided in this solicitation to the County of San Diego, Department of Purchasing and Contracting, through electronic upload to BuyNet before the Date and Time listed in Schedule.

1.3.1. If Offeror is unable to submit via BuyNet for any reason, Offeror may submit its quote via email to the Contracting Officer listed in this document or provide the Purchasing and Contracting front desk with either (i) electronic files on CD/DVD; or, (ii) a printed quote. Offeror must prominently mark such submissions with the RFQ number on the outside of the packaging. Please use this method only if you are unable to submit through BuyNet.

2. QUESTIONS

2.1. Offerors shall direct requests for explanation regarding the RFQ or related documents to the

Contracting Officer, in writing, as a question (“Question”). Offerors may submit Questions by sending a message to the Contracting Officer through the “Discussions” functionality in BuyNet.

2.2. The County may choose not to respond to Questions received after the date and time stated in the Schedule for Question submission. Offeror is responsible for ensuring that Questions are received by the County.

3. QUOTE FORMAT

3.1. Submit electronic quotes as files in .pdf format, except where specified otherwise. For pages other than signature pages, converted and searchable formats are preferred.

https://www.sandiegocounty.gov/content/sdc/purchasing/purchasing-forms.html

3.2. All quotes shall be signed with a handwritten signature by an authorized officer or employee of Offeror.

4. QUOTE ORGANIZATION

4.1. Your quote should be organized in accordance with the Submittal Items in this RFQ.

4.1.1. Offerors shall organize content to correspond to the applicable exhibit and question or item within each exhibit.

4.1.2. Offerors shall separate each exhibit into one or more files, clearly named as to the exhibit and order.

4.1.3. Pages shall be consecutively numbered within each exhibit at the bottom or top margin of each page.

4.1.4. Cost/Price information:

4.1.4.1. Offerors must place all cost and pricing information within the Cost/Price exhibit. Price shall be inclusive of all proposed compensation.

4.2. Confidential/Proprietary information:

4.2.1. The County is a public agency subject to the California Public Records Act, Government Code § 7920.000, et seq. Some or all of the documents submitted in response to this RFQ may be subject to disclosure, and the County intends to publish any resulting contracts to its public website.

4.2.2. It is Offeror’s responsibility to identify and separate into a “CONFIDENTIAL/PROPRIETARY” exhibit and to provide a signed Nondisclosure Indemnification Agreement for:

4.2.2.1. All confidential information that Offeror represents, with legal basis, is exempt from disclosure pursuant to the California Public Records Act, including PI (Personal Information), PII (Personally Identifiable Information), or PHI (Protected Health Information);

4.2.2.2. Any proprietary or other information Offeror represents, with legal basis, is exempt from disclosure under the California Public Records Act and wishes to protect from disclosure.

4.2.3. The “CONFIDENTIAL/PROPRIETARY” exhibit must be clearly labeled with all pages marked as “CONFIDENTIAL/PROPRIETARY.”

4.2.4. Offeror should reference material in the “CONFIDENTIAL/PROPRIETARY” exhibit where it is needed to respond to a Submittal Item through citation to the “CONFIDENTIAL/PROPRIETARY” exhibit (for example “See response 1 contained within the ‘CONFIDENTIAL/PROPRIETARY’ exhibit for staff Social Security numbers”).

4.2.5. If the County determines that a submission improperly designates information as confidential or proprietary, the County may, at its sole discretion: (i) deem the information releasable; (ii) declare the submission non-conforming/non-responsive;

(iii) remove such information, or (iv) take any other appropriate action. (Note: Pricing and Terms and Conditions are generally not confidential under the California Public Records Act).

5. QUOTE EVALUATION

5.1. Evaluations may consider factors such as technical merit, experience, capacity, history of

Offeror compliance, availability, price, and more to determine the quote(s) that provide the best value to the County.

5.2. During evaluation, the County may appropriately consider the sustainability and social, human health, environmental, and economic impact of Offeror’s proposed products and/or approach to providing goods and/or services, in accordance with Board Policy B-67. Therefore, Offerors are encouraged to include relevant information in their quotes, to the degree related to the goods or services sought.

5.3. During evaluation, the County may appropriately evaluate the cultural competency of Offeror and Offeror’s proposed approach to providing goods and services. Therefore, Offerors are encouraged to include relevant information in their quotes, to the degree related to the goods or services sought.

5.4. When evaluating an Offeror’s cost or pricing, the County may also consider the effect of the quote on the overall total cost to the County.

6. COUNTY COMMITMENT

6.1. This RFQ does not commit the County to award a contract, nor does it commit the County to pay any of Offeror’s costs incurred in the preparation or submission of the quote. Further, Offeror shall not incur any reimbursable cost in anticipation of a contract award.

6.2. Neither Offeror nor any of its representatives shall have any claims whatsoever against the County or any of its respective officials, agents, or employees arising out of or relating to this RFQ or these procedures (other than those arising under a definitive contract with Offeror in accordance with the terms thereof).

6.3. The County reserves the right to separately procure the same or similar goods or services.

6.4. The County may withhold all information regarding this procurement until after negotiations are complete, including, but not limited to: the number of quotes received; the identity of Offeror(s); the content of quotes; the County’s evaluation and results thereof. Information releasable after the conclusion of negotiations is subject to the disclosure requirements and withholding exemptions of the California Public Records Act.

6.5. Pursuant to County Charter §§ 703.10 and 916, award of a contract resulting from this RFQ may be subject to the County’s requirement to determine that the services can be provided more economically and efficiently by an independent contractor than by persons employed in the Classified Service.

6.6. In the event that an Offeror is involved in a merger, acquisition, or other change in control, the County reserves the right to award a contract to a resulting entity.

7. DILIGENCE AND DUTY TO INQUIRE

7.1. Should Offeror find discrepancies in or omissions from, or be in doubt as to the meaning of, the RFQ or related documents, Offeror shall have a duty to submit a Question to the County.

7.2. Offerors are expected to perform reasonable due diligence with regard to this RFQ and the work required, including, but not limited to, information that is publicly or otherwise reasonably available and, if applicable, information that can be obtained during a site visit (including verification of measurements, conditions, and other attributes). Neither the selected Offeror(s), nor any Offerors, shall be entitled to any price adjustment or other relief based upon information that was discovered or should have been discovered through due diligence.

7.3. The County makes no representation or warranty, express or implied, as to the accuracy or completeness of any diligence material or other information provided by the County or any of its agents, representatives, contractors, or consultants. Such information may reflect good faith assumptions, estimates, or projections, which may or may not prove to be correct.

7.4. Offeror should not rely upon oral statements made or explanations given by the County, including any oral responses to Questions or other inquiries. No prior, current, or post award communication(s) with any officer, agent, or employee of the County shall affect or modify any terms or requirements of this RFQ, except as explicitly provided for in this RFQ.

8. OFFEROR COMMUNICATIONS

8.1. All communications from Offeror (including its employees, agents, and representatives) to the

County or its officers and employees (including consultants working on or assisting with this procurement), related to this RFQ or Offeror’s quote, must be directed in writing exclusively to the Contracting Officer, unless otherwise authorized in writing by the Contracting Officer.

Offerors shall not communicate with or attempt to contact any other County personnel about this solicitation, except as otherwise allowed for in this RFQ or by law. Any improper contact may, at the County’s sole discretion, cause Offeror to be removed from consideration for contract award.

8.2. If Offeror issues any public announcement or otherwise engages in communication that, in the County’s sole determination, compromises the integrity of this RFQ process or attempts to restrain competition, Offeror may be removed from consideration for award.

8.3. Audio and/or video recording of presentations, discussions, negotiations, or other communications with the County regarding this RFQ are prohibited, unless specifically authorized in writing by the Contracting Officer.

9. SOLICITING EMPLOYEES

9.1. Until contract award, Offerors shall not, directly or indirectly, solicit any employee of the

County to leave the County’s employ in order to accept employment with Offeror, its affiliates, actual or prospective contractors, or any person acting in concert with Offeror without prior written approval of the County’s Contracting Officer. This paragraph does not prevent the employment by Offeror of a County employee who has initiated contact with Offeror.

10. PROHIBITED CONTRACTS AND SUBCONTRACTS

10.1. In accordance with Section 67 of the San Diego County Administrative Code, the County shall not contract with, and shall reject any quote submitted by, the person or entities specified below, unless the Board of Supervisors finds that special circumstances exist which justify the approval of such contract:

10.1.1. Persons employed by the County or of public agencies for which the Board of

Supervisors is the governing body;

10.1.2. Profit-making firms or businesses in which employees described in subsection 11.1.1 serve as officers, principals, partners, or major shareholders;

10.1.3. Persons who, within the immediately preceding twelve (12) months, came within the provisions of subsection 11.1.1 and who (i) were employed in positions of substantial responsibility in the area of service to be performed by the contract; or, (ii) participated in any way in developing the contract or its service specifications; and

10.1.4. Profit-making firms or businesses in which the former employees described in subsection 11.1.3 serve as officers, principals, partners, or major shareholders.

10.2. Per Board Policy A-79, a successful Offeror that is a non-profit corporation shall not subcontract any work under the agreement with a related for-profit subcontractor where an interlocking directorate, management, or ownership relationship exists, unless specifically authorized by the Board of Supervisors.

10.3. Offeror certifies that, if awarded a contract under this RFQ, such contract will be in compliance with Sections 11.1 and 11.2 above. Offeror shall promptly notify the County of any change in circumstance affecting these provisions.

11. CALIFORNIA REVENUE & TAXATION CODE § 18662

11.1. In compliance with California Revenue and Taxation Code § 18662, if Offeror is a non-resident of California (out-of-state invoices) that receives California source income and has not completed Franchise Tax Board Form 590, there may be a backup withholding on all payments.

Fifteen (15) business days prior to the first payment from the County, new suppliers or suppliers with expired forms or forms with incorrect information must submit new forms to the County (forms are available from the Franchise Tax Board website listed below).

11.2. Under certain circumstances, Offerors may be eligible for reduced or waived nonresident withholding. If Offeror has already received a waiver or a reduced withholding response from the State of California and the response remains valid, Offeror should submit the response to the County in lieu of the forms. Failure to submit the required forms will result in withholding of payments. Offerors should access the Franchise Tax Board websites, listed below, for tax forms and relevant information regarding non-resident withholding, including waivers or reductions. The County will not give Offerors any tax advice. It is recommended that Offerors speak with their tax advisers and/or the State of California for guidance.

Franchise Tax Board Websites:

https://www.ftb.ca.gov https://www.ftb.ca.gov/forms/search/

11.3. If selected for award, Offeror must submit applicable forms to the Auditor & Controller via fax, at (858) 694-2060, or mail originals to: County of San Diego, 5530 Overland Avenue, Suite 410, San Diego, CA 92123. The P.O. Number or Contract Number (if available) and “California Revenue and Taxation Code § 18662” must appear on fax cover sheet and/or the outside of the mailing envelope.

12. W-9 FORM

12.1. If selected for award, Offeror must complete and submit a W-9 form if a current form is not on file with the County.

https://www.ftb.ca.gov/ https://www.ftb.ca.gov/forms/search/

C. SUBMITTAL ITEMS

1. EXHIBIT 1 – REQUIRED FORMS

1.1 Submit a completed and signed Offeror’s Cover Page (PC600) form

• Required for all Offerors

• Located at:

https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC600_dpc_Offerors_Cover_Pag e.pdf

1.2 Submit a completed and signed Representations and Certifications form (PC601)

• Required for all Offerors

• Located at:

https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC601_dpc_Reps_and_Certs.pdf

1.3 Submit a completed and signed Small-Local Business Self-Certification Form (PC610)

• Required for all Offerors. The award of contracts resulting from this RFQ is reserved for Small-Local Businesses as defined in Board Policy B-53. To be considered for award, Offeror must successfully certify that they qualify as a Small-Local Business.

1.4 Submit a completed and signed Nondisclosure Indemnification Agreement (PC620) (if applicable).

• Required if submitting Confidential/Proprietary Information (see RFQ Instructions and Rules section 4.2)

• Located at:

https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC620_dpc_Nondisclosure_Inde mnity.pdf

2. EXHIBIT 2 – PROGRAM/TECHNICAL EXHIBIT

Confirm your agreement to the Exhibit A – Statement of Work (SOW) requirements as stated.

Yes ☐ No ☐

2.1.1 If your organization has exceptions to any requirements, provide a marked-up redline version of the Statement of Work that provides applicable alternative language along with a supporting explanation to support any alternative standards/language being proposed. Failure to specifically reject a proposed requirement will be deemed an acceptance of such requirement.

2.2 Provide a summary of the Offeror’s experience, including County or other government contracts, within the last five (5) years, developing, implementing, and managing the same or similar services as described in Exhibit A. Include the following information:

2.2.1. Example(s) of Behavior Change Marketing Campaign.

2.2.2. Example(s) of how to develop education and outreach to promote stormwater pollution prevention with industrial, commercial, and residential audiences.

2.2.3. Identify staff or other resources retained to develop education and outreach in multicultural and multilingual formats.

2.2.4. For each project example submitted, include the following:

• Contract start/end dates

• Agency or client address https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC600_dpc_Offerors_Cover_Page.pdf https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC600_dpc_Offerors_Cover_Page.pdf https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC601_dpc_Reps_and_Certs.pdf https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC620_dpc_Nondisclosure_Indemnity.pdf https://www.sandiegocounty.gov/content/dam/sdc/purchasing/docs/PC620_dpc_Nondisclosure_Indemnity.pdf

• Email address and telephone number

• Description of the work performed including key personnel and specific role/responsibility.

2.3 Provide a staffing schedule describing all program staff including administrative and direct service positions and include the following:

2.3.1. Position Title and requirements which may include skills, education, experience, language fluency

2.3.2. Staff resumes should provide sufficient information to determine whether the person is qualified for his/her assigned position to include history of relevant education and experience. Label all personal information as proprietary or do not include.

2.3.3. Provide office locations of personnel proposed to provide services, including subcontractors if applicable.

2.3.4. List all Government and/or non-profit entity contracts within the last three (3) years. List no more than three (3) contracts beginning with the most recent and ending with the oldest of those selected. If there is no County experience, list similar projects of services in size and scope.

2.3.5. Describe the Offeror’s experience in supporting government Watershed Protection and support of Regional Copermitte Workshops.

2.3.6. Describe Contractor’s current or prior (within the last five (5) years) success in performing Community Based Social Marketing (CBSM) projects and assessments as they relate to water quality.

2.3.7. Provide a narrative description that supports local knowledge as it pertains to the programs outlined in Exhibit A, Section 7.1.3.

2.4. Provide three (3) business references for the Offeror’s most relevant projects or programs within the past five (5) years. References must be relevant to services provided in San Diego County. Do Not use County Staff as a reference. Each reference should be summarized in no more than one (1) page and should include the following:

2.3.1 Reference organization’s name, address, phone, and email address.

2.3.2 Contact person(s) representing the reference organization, title, phone number, and email address. The reference contact person(s) must be familiar with the Offeror and the Offeror’s relevant experience and performance. Offeror should verify all reference contact information prior to submission.

2.3.3 Brief statement of the person’s or organization’s relationship to the Offeror and the period of the relationship.

2.3.4 A summary narrative of the applicable work provided; fee and contract term for the work; if the program’s service was completed within the original contract fee and term (explain reasons for any fee increase(s) and delay(s); problems encountered and resolutions; contract objectives and results. Explain how the experience gained could be beneficially applied to this project.

2.5. Provide any subcontractor or other organizational partnerships to be used to meet specific program requirements through formal or informal arrangements including volunteer services. Include the following information for each subcontractor and/or partnership:

2.5.1. The subcontractor(s) or other organizational partner(s) name and address

2.5.2. A description of the specific programming requirements to be met by the subcontractor(s)/partner.

2.5.3. Has the subcontractor and/or partnership committed to the project? Yes ☐ No ☐

2.5.3.1. Describe the relevant experience and qualifications of subcontractor that will meet specific programming requirements.

2.5.3.2. Include subcontractor resumes, references citing State, County, and/or other local government projects.

2.5.4. Describe the Offeror’s performance monitoring procedures that demonstrates performance standards and outcomes are achieved by each subcontractor and/or partner.

3. EXHIBIT 3 – COST/PRICE EXHIBIT

3.1 Submit a completed Payment Schedule.

4. EXHIBIT 4 – ACCEPTANCE OF TERMS AND CONDITIONS

4.1 Confirm acceptance “YES/NO” of the County of San Diego’s Draft Agreement (including insurance requirements):

YES ☐ NO ☐

4.1.1 If “NO,” provide a detailed list of exceptions to the terms and conditions, the nature of its concern, and what terms the Offeror is willing to accept.

Note: The Offeror will be deemed to have accepted any terms and conditions of the Contract to which it does not take exception to. The County may, as part of its evaluation process, conclude that exceptions are so numerous and/or material as to make Offeror’s response to the solicitation unacceptable.

5. EXHIBIT 5 – CONFIDENTIAL PROPRIETARY

5.1 Include any Confidential/Proprietary Information in this exhibit, in accordance with RFQ Instructions and Rules section 4.2

D. REQUIRED FORMS

(RESERVED)

E. STATEMENT OF WORK

1. Purpose

The County of San Diego (County) Department of Public Works (DPW), Watershed Protection seeks qualified Contractors to continue to design, develop, implement, and evaluate the existing program for a comprehensive Community-Based Social Marketing (CBSM) campaign to improve stormwater quality through public education, public participation, and community engagement. A CBSM campaign is research-driven, integrating techniques that use psychological principles of behavior change to directly target variables that encourage or inhibit action.

2. Background Information

Per the Phase I Municipal Separate Storm Sewer Systems (MS4) Permit Order Number R9-2015- 0100 (Permit No. CAS010266), County of San Diego MS4 Permit, the County is required to implement a public education and participation program in accordance with strategies identified in its Water Quality Improvement Plans (WQIP) https://www.waterboards.ca.gov/sandiego/water_issues/programs/stormwater/wqip.html to promote and encourage the development of programs, management practices, and behaviors to reduce the discharge of pollutants in stormwater to the maximum extent practicable, prevent controllable non-stormwater discharges from entering the MS4, and protect water quality in receiving waters.

To support that effort, the Contractor shall continue to support, develop, implement, and evaluate a strategic and results-oriented Community-Based Social Marketing (CBSM) campaign. Watershed Protection is interested in utilizing a range of media and outreach strategies to maximize the efficiency and efficacy of the CBSM campaign budget. One of the primary objectives is to increase knowledge and awareness of surface water quality, stormwater quality, and watershed protection strategies to improve community perceptions on how to prevent stormwater pollution.

3. Goals and Objectives

3.1. Goals: Contractor shall provide the services described herein to accomplish the following goals:

3.1.1. Implement and evaluate the efficacy of the Community-Based Social Marketing (CBSM) campaign for stormwater pollution prevention.

3.1.2. Provide as-needed support for specialized campaigns and market research to support the broader Community-Based Social Marketing (CBSM) campaign or other Watershed Protection objectives.

3.2. Objectives: Contractor shall achieve the following objectives:

3.2.1. Implement and Evaluate the Community-Based Social Marketing (CBSM) campaign

3.2.2. Review and evaluate current Watershed Protection education and outreach material

3.2.3. Create surveys and/or other instruments to measure public awareness, understanding, and acceptance of stormwater Best Management Practices (BMPs) and/or other related concepts https://www.waterboards.ca.gov/sandiego/water_issues/programs/stormwater/sd_stormwater.html#:%7E:text=The%20Regional%20MS4%20Permit%20covers,non%2Dstorm%20water%20runoff%20to https://www.waterboards.ca.gov/sandiego/water_issues/programs/stormwater/wqip.html

3.2.4. Create audio/visual messages, and content for the County’s website and social media platforms

3.2.5. Implement and evaluate the existing “Poo Points” program

3.2.6. Provide assessment support for Watershed Protection and Regional Copermittee

Workgroups

3.2.7. Provide presentations to community groups and as-needed Community Based Social

Marketing Support

4. Target Population and Geographic Area

4.1. Target Population: Contractor shall provide the services described herein to the following target population:

4.1.1. All persons in the unincorporated San Diego County, including but not limited to organizations, individuals, neighborhoods, residents, tourists, construction site operators, municipal staff, property managers, businesses (commercial and industrial), homeless communities, schools, and food facilities.

4.2. Geographical/Regional Service Area(s)

4.2.1. Contractor shall provide services in the entire unincorporated County, including the following watersheds. There may be a need to develop watershed-specific behavior change campaigns or information.

4.2.1.1. San Juan

4.2.1.2. Santa Margarita

4.2.1.3. San Luis Rey

4.2.1.4. San Dieguito

4.2.1.5. Carlsbad

4.2.1.6. Los Peñasquitos

4.2.1.7. San Diego River

4.2.1.8. San Diego Bay (Pueblo San Diego, Sweetwater, and Otay)

4.2.1.9. Tijuana River

5. Definitions

5.1. SMART Objectives – Specific (target a specific area or topic), Measurable (quantify or suggest an indicator of progress), Attainable (specify who will do it), Realistic (state what can realistically be achieved with available resources), and Time-based (specify when the result(s) can be achieved).

This is a common approach to goal or objective setting to help achieve the best possible results from a program or endeavor.

5.2. Live Events – Live events have typically included Movies in the park, Creek to Bay Cleanups, San Diego County Fair, and Earth Day events, as described in the Copermittees’ Water Quality Improvement Plan Annual Reports (WQIPs).

6. General Requirements for Service Delivery

6.1. Contractor shall provide all staff, materials and supplies necessary to perform the work described herein and/or as directed by the Contracting Officer’s Representative (COR).

6.2. Contractor shall ensure education and outreach are provided utilizing appropriate communication formats which may include but are not limited to:

6.2.1. Community and engagement sessions

6.2.2. Community education

6.2.3. Online Communication

6.2.4. Radio

6.2.5. Television

6.2.6. Printed Materials

6.2.7. Direct Mail

6.2.8. Social Media

6.2.9. Virtual Townhalls

6.2.10. Other culturally specific communication appropriate to each target population defined in

Section 4.1, Target Populations.

6.3. Contractor shall provide information in languages that are culturally appropriate for the population served, including custom media and language interpretation or translation.

6.4. All advertisements and collateral materials developed by the Contractor under this contract shall be the property of the County, and all files will be provided to the County upon the conclusion of the contract.

6.5. Contractor shall meet all current State and County guidelines related to COVID-19 as stated in https://covid19.ca.gov and https://www.sandiegocounty.gov/coronavirus.html

7. Specific Requirements for Service Delivery (As needs are identified, detailed statements of work for each activity will be developed and issued to the contractor through task orders. See Attachment 1 - Task Order Process)

7.1. Review of relevant existing materials

7.1.1. As stated in objectives 3.2.1 and 3.2.2 The Contractor shall implement a review and evaluation of current Watershed Protection education and outreach materials including: flyers and handbooks, website and webpages, ListServ ebulletins, and training/webinar videos to find opportunities to enhance or improve upon the current outreach and education materials using behavior change objectives and concepts.

7.1.2. The review and evaluation of the current Watershed Protection education and outreach materials shall result in an initial contract term report on the effectiveness of current materials and recommendations on specific material(s) to prioritize for improvement. This report should also include:

7.1.2.1. Identification of topic areas to expand upon current outreach materials.

7.1.2.2. Evaluation and effectiveness of the branding strategy for the Watershed Protection education and outreach materials.

7.1.2.3. Recommendations for additional research and development of behavior change marketing campaigns in the remaining option years of the contract.

7.1.3. Contractor shall evaluate and review the most current County of San Diego, National

Pollutant Discharge Elimination System (NPDES), Municipal Separate Storm Sewer Systems (MS4) permit, Water Quality Improvement Plans (WQIPs), and Jurisdictional Runoff Management Program (JRMP) for areas to implement concepts to target permit pollution prevention objectives.

https://covid19.ca.gov/ https://www.sandiegocounty.gov/coronavirus.html

7.1.4. The County of San Diego is party to a five-year regional behavior change marketing campaign with similar goals that is set to run through June 2030. Contractor shall review that campaign strategy and look for opportunities to augment or expand on the regional effort, or at a minimum, ensure that messaging is not in conflict with the regional behavior change marketing campaign.

7.2. Behavior Change Marketing Campaign

7.2.1. Contractor will implement and evaluate a creative, compelling, strategic, measurable, Community-Based Social Marketing (CBSM) campaign specific to the target audiences, including addressing common pollutants of concern. As a general description, the target audiences include all persons in the unincorporated San Diego County, including but not limited to organizations, individuals, neighborhoods, residents, tourists, construction site operators, municipal staff, property managers, businesses (commercial and industrial), homeless communities, schools, and food facilities. Among other topics, the campaign should:

7.2.1.1. Promote residential stormwater BMPs to residents, residential management companies, apartment complex owners and managers, mobile home park owners and managers, and homeowners’ associations in the unincorporated areas of the County to help prevent pollutants from entering the Municipal Separate Storm Sewer Systems (MS4) throughout the County’s watersheds.

7.2.1.2. Promote industrial and commercial facility stormwater BMPs to facilities located in the unincorporated areas of the County to help prevent pollutants from entering the Municipal Separate Storm Sewer Systems (MS4) throughout the County’s watersheds.

7.2.1.3. Promote stormwater BMPs to the public with a sensitivity toward underserved communities in multicultural and multilingual formats using industry standard practices that are designed to change behavior. Contractor will use appropriate evaluations to document that these CBSM campaigns are effective in changing the targeted behavior.

7.2.1.4. Promote County-sponsored courses, clean-ups, workshops, and other County programs that exist to educate and aid in the adoption of stormwater BMPs.

7.2.2. Contractor shall review existing outreach materials and existing survey results to understand the status of education and outreach by the Copermittees in the San Diego region. San Diego County Regional Stormwater Surveys conducted in 2011, 2014, 2018, and 2024 shall be one data source used to identify and develop appropriate messaging content, design/delivery, and improvements to past marketing methods. Contractor may propose other research methods to determine current behaviors, identify barriers to behavior change, determine motivations for behavior change, and set baselines for evaluation.

7.2.3. Contractor shall review the current Watershed Protection website and suggest the best approach to creating an engaging online presence for the CBSM campaign that meets Americans with Disability Act (ADA) requirements and should include content that can be used on the County’s current Adobe Experience Manager (AEM) or any future updated web framework. This campaign should also include a child-friendly and school-age-appropriate portion. The campaign shall include creation of accessible and downloadable tools and outreach materials to promote the campaign to the target audience.

7.2.4. Contractor shall develop a Master Messaging Document on a County-approved shared document service (e.g., SharePoint, OneDrive). The Master Messaging Document shall be a living document, editable by the County and include, at a minimum, the following:

7.2.4.1. Key messages for multiple topics

7.2.4.2. Supporting messages for multiple topics

7.2.4.3. Backup facts with sources

7.2.4.4. Resources for messaging

7.2.4.5. Campaign calendar with recommended timing for messaging or method implementation

7.2.4.6. Standard description language for video content

7.2.4.7. Social media posts (language, graphics, hashtags, and links)

7.2.4.8. Promotional items

7.2.4.9. Outreach methods

7.2.4.10. Potential outreach events involving some form of public participation and involvement

7.2.4.11. Strategic alliances and partnerships

7.2.4.12. Description of messaging tone

7.2.4.13. Media planning and placement to maximize the efficiency and effectiveness of the campaign budget

7.2.4.14. Standard operating protocol for monitoring social media comments on campaign posts

7.2.4.15. Contractor shall submit the Master Messaging Document, as detailed above, as part of the Comprehensive Plan. The Master Messaging Document shall be on a County-approved shared document service (e.g., SharePoint, OneDrive) and be editable by all involved. Contractor, after approval from Watershed Protection, shall update the Master Messaging Document when changes in messaging or campaign strategy are made.

7.2.5. Messages shall be developed that will make desired behavior change fun, easy, and popular.

The tone for messages shall be plain, colloquial, nontechnical language, promoting positive interactions with the target audiences.

7.2.6. Contractor shall develop a multilingual and multicultural campaign. For most outreach materials, a Spanish translation, by a professional translator with experience in scientific and/or stormwater terms for public understanding, is expected. The Contractor shall identify platforms specifically directed toward Spanish-speaking audiences. Vital documents per Board of Supervisors Policy A-139 (https://codelibrary.amlegal.com/codes/sandiegocopolicies/latest/sandiego_catA/a_139____ language__access) should be translated into the eight most common non-English languages in the County which are currently: Arabic, Farsi, Korean, Chinese (Traditional), Tagalog, Somali, Spanish, and Vietnamese but are subject to change. Other languages may be identified through development of the CBSM campaign.

7.2.7. Outreach methods may include, but not be limited to, live events, geofencing, pay-per-click advertising, direct marketing, e-blasts, environmental or experiential advertising, media relations, partnership development, digital marketing, print materials, and online content.

7.2.8. Contractor shall develop a polished visual presence for the CBSM campaign, including providing artistic and graphic design services in the development of creative content. Creative content to be developed may include, but is not limited to print (calendars, banners, coloring books, etc.), graphic design, photography, videography, ad scripts, video and audio Public Service Announcements (PSAs) for multiple mass media platforms (television, radio, internet, social media, mobile device, outdoor signage, etc.), digital media (website, social media platforms, blog, etc.), and other campaign collateral. Contractor may also develop billboards, bus shelter ads, or transit wraps, or suggest other creative advertising.

7.2.9. Contractor shall identify and assist in selecting promotional items to further the campaign and motivate behavior change. Promotional items made with recycled materials and with no or https://codelibrary.amlegal.com/codes/sandiegocopolicies/latest/sandiego_catA/a_139____language__access https://codelibrary.amlegal.com/codes/sandiegocopolicies/latest/sandiego_catA/a_139____language__access

COMMUNITY BASED SOCIAL MARKETING SERVICES

limited waste by-products are preferred. After approval by Watershed Protection, the Contractor shall be responsible for processing and making available promotional items.

7.3. Comprehensive Plan

7.3.1. Contractor shall submit a Comprehensive Plan (Plan) for the Watershed Protection, Community-Based Social Marketing (CBSM) Campaign. The Plan shall include a tentative implementation schedule. The Plan and schedule will be adaptable based upon program needs, goals, objectives, and observations made determined through the adaptive management process. The Final Draft Comprehensive Plan shall be delivered within Year 1 of the contract. Subsequent implementation will occur in County Option Years 2 through 5.

7.4. Implement Community-Based Social Marketing (CBSM) Campaign

7.4.1. Contractor shall be responsible for launching and continuing the campaign through the term of the contract.

7.4.2. Contractor shall be responsible for the campaign presence on identified social media platforms, which may include, Facebook, Instagram, YouTube, LinkedIn, X, etc. Contractor shall monitor comments on the campaign’s social media platforms, as outlined in the Master Messaging Document Standard Operating Protocol.

7.4.3. Contractor shall be responsible for managing and possibly conducting press outreach, which may include updating campaign website content, writing blog entries, sending e-blasts, performing environmental or experiential advertising, developing partnerships, securing advertising time for PSAs or other mass media advertisements, and representing the campaign at live events.

7.4.4. Contractor shall recommend changes in messaging or adapt the campaign strategy, as necessary, to maximize results. Contractor, after approval from the County, shall update the Master Messaging Document when changes in messaging or campaign strategy are made.

7.5. Evaluate Community-Based Social Marketing (CBSM) Campaign

7.5.1. Contractor shall evaluate overall performance throughout the campaign implementation, including tracking, reporting, and analyzing pre- and post-outreach behaviors and knowledge.

Campaign evaluation may also include program surveys (e.g., intercept, digital platform based and/or telephone based), impression metrics, pilot programs, documented behavior change, and environmental monitoring.

7.5.2. Contractor shall develop SMART objectives during Year 1 to measure the CBSM campaign impact on knowledge, beliefs/attitudes, and behavior.1 Contractor shall evaluate the SMART objectives throughout the campaign implementation.

7.5.3. Contractor shall annually provide at least one presentation to the Watershed Protection staff, and up to two additional presentations may be requested as needed. Contractor shall also provide monthly progress and evaluation reports, suitable for Watershed Protection to submit to the Regional Water Quality Control Board to support its efforts in meeting education requirements of the Phase I Municipal Separate Storm Sewer Systems (MS4) Permit.

Presentations and reports will include evaluation of established SMART objectives and recommendations for improving the continued CBSM campaign. Contractor shall attend meetings as necessary. County may require up to four (4) meetings annually.

COMMUNITY BASED SOCIAL MARKETING SERVICES

7.6. Community-Based Social Marketing (CBSM) Campaign Materials

7.6.1. Contractor shall implement the CBSM campaign as specified above including, as necessary, the development of materials, graphics, and other media. Creative content shall be provided to County in editable formats for approval. All content developed as part of the campaign may be used by County for any purpose.

7.7. Waterscape Rebate Program Marketing

7.7.1. In addition to the Community-Based Social Marketing (CBSM) campaign, the contractor shall also develop and implement content to support and promote the Waterscape Rebate Program’s rebate offerings. Current offerings are promoted under the program descriptor Waterscape Rebate Program and consist of 12 different rebate offerings.

7.7.2. The Contractor shall review existing promotional materials at (https://www.sandiegocounty.gov/content/sdc/dpw/watersheds/RebatesIncentives.html). In the first year of the contract, the Contractor should meet with County staff responsible for running the rebate program and work together to define goals, expectations, and metrics for rebate promotion. This should be captured either as a section of the Comprehensive Plan (referenced in Section 7.3) or as a stand-alone plan specific for rebates. All materials developed for rebates should be compatible with/complimentary to the overall Community- Based Social Marketing (CBSM) campaign. The plan should include a section on how to evaluate the success of the marketing for the rebate’s component.

7.7.3. The Contractor will be responsible for implementing some aspects of the Waterscape Rebate Program rebate marketing campaign, and those tasks will be identified in the Comprehensive Plan (or rebate plan) just as they are for the 4 years of implementation for the broader campaign. It will also be important to create materials that can be easily used by program partners that also will be promoting the program. This could take the form of PDF flyers, social media draft posts, post cards, photography, videography including drone footage or other media that is easily shared through multiple platforms. The Contractor should plan to meet at least annually with County rebate staff to monitor progress on this aspect of the contract. Rebate program offerings are always subject to change. The Contractor should be able to make adaptations to existing materials or respond to requests for new materials 2-3 times a year or provide County staff editable templates of finished materials in the event of a change in program offerings. If materials are printed as part of this task, they should abide by the requirements of section 7.2.9.

7.8. Audio/Visual Messages

7.8.1. Creative content to be developed may include audio/video messages at lengths of 60, 30, or 15 seconds as needed. The messages may contain but are not limited to photos, videos including drone footage, and other media that is easily shared through multiple platforms.

The audio/video message shall be suitable for radio, television, digital video, or other audio/visual media.

7.9. Website

7.9.1. Contractor will work with County staff and within the constraints of the existing County web platform to create and maintain an Americans with Disability Act (ADA) compliant and engaging online presence for the campaign. The online presence should include content that can be posted to the County’s current website (County of San Diego Adobe Experience https://www.sandiegocounty.gov/content/sdc/dpw/watersheds/RebatesIncentives.html

Manager (AEM)) or any future updated web framework. Child and school-age-friendly content shall be supported. The campaign shall include creation of accessible and downloadable tools and outreach materials to promote the campaign to the target audiences.

7.10. Campaign Evaluation

7.10.1. Contractor shall annually provide at least one presentation to the County, and up to two more to audiences selected by the County. Contractor shall also provide quarterly progress and evaluation reports, suitable for the County to submit to the Regional Water Quality Control Board to support its efforts in meeting education requirements of the Phase I Municipal Separate Storm Sewer Systems (MS4) Permit. Presentations and reports will include evaluation of established SMART objectives and recommendations for improving the continued campaign. Contractor shall attend meetings, as necessary, up to four meetings annually.

7.11. Other Data Collection and Analysis for Existing Program Support

7.11.1. Contractor shall provide an annual elementary, middle, and high school outreach assessment report due on June 30 of every contract year that will include data files, summary of statistics, and a summary report of the survey questions with figures, tables, and recommendations. The County’s sponsored elementary, middle, and high school presentations focus on watershed identification and awareness, water quality and water conservation, stormwater runoff and urban runoff, pollutants of concern, sewer system versus the stormdrain system, and connecting local actions to stormwater and water body pollution. Contractor shall:

7.11.1.1. Coordinate collection of completed surveys from the County’s presenters of elementary, middle, and high school outreach presentations.

7.11.1.2. Organize, match pre- and post- surveys, and enter completed surveys into a data file.

7.11.1.3. Conduct statistical analysis of survey items, pre- and post-comparisons to assess changes in knowledge and behavior intention, and comparisons across groups.

7.11.1.4. Report program outcomes of survey items with figures, tables, and recommendations.

7.11.2. Contractor shall provide assessment support for the County’s existing self-administered pet waste event survey. Contractor shall provide data files, a summary of statistics, and a summary report of survey items with figures, tables, and recommendations on an annual basis.

7.11.2.1. Contractor shall coordinate collection of completed surveys from the County and

County Contractors,

7.11.2.2. Organize and enter completed pet waste surveys into a data file;

7.11.2.3. Conduct statistical analysis of survey items; and

7.11.2.4. Report survey outcomes and recommendations.

7.11.3. Annual Report on the pet waste event survey outcomes and recommendations. This should include analysis of survey data and may include recommendations for expanding and improving the program.

7.12. “Poo Points” Program Implementation and Evaluation

7.12.1. Contractor will continue to implement and evaluate the California Stormwater Quality

Association (CASQA) award winning “Poo Points” program for the County.