SDSU_RFP_7060_Recruitment_Advertising_Services.pdf

Contract and Procurement Management Division of Business and Financial Affairs San Diego State University 5500 Campanile Drive San Diego, CA 92182-1616 619-594-5243 / 619-594-5919 (fax) Web address: http://bfa.sdsu.edu/financial/procurement

REQUEST FOR PROPOSAL (RFP) 7060

FOR

RECRUITMENT ADVERTISING SERVICES

PROPOSAL DATE

Date: Wednesday, July 30, 2025 Description: Recruitment Advertising Services Contact: Ian Dangler, Contract and Procurement Management E-mail: idangler2@sdsu.edu

QUESTION DEADLINE

Date: Wednesday, August 13, 2025 Time: 2:00 p.m. PDT Purpose: To address questions or concerns regarding any part of this proposal package.

Please submit all questions by posting them to:

https://www.planetbids.com/portal/portal.cfm?CompanyID=25796)

Questions received after the deadline may not be answered.

PROPOSAL DUE DATE

Date: Friday, August 22, 2025 Time: 2:00 p.m. PDT Location: https://www.planetbids.com/portal/portal.cfm?CompanyID=25796)

Submit one original proposal prior to the date and specified time and through electronic upload to PlanetBids. Proposers shall respond to the solicitation by electronic file upload only before the date and time set forth in the RFP. Mistakes or delays in the submission are entirely the responsibility of the Proposer.

http://bfa.sdsu.edu/financial/procurement https://www.planetbids.com/portal/portal.cfm?CompanyID=25796

Cover Letter

RFP 7060

RFP CONTENT

This Cover Letter to the RFP Request for Proposals (RFP) 7060 APPENDIX A: Supplemental Solicitation Provisions APPENDIX B: Proposal Certification Form APPENDIX C: Bidder Declaration Form APPENDIX D: Sample Contract and CSU Terms and Conditions of Purchase APPENDIX E: Payee Data Record, STD 204 APPENDIX F: Policy and Procedures Governing Travel and Relocation Expenses Reimbursement https://bfa.sdsu.edu/financial/travel/

PLANETBIDS SUBMISSION

Interested Proposers must register with PlanetBids at https://www.planetbids.com/portal/portal.cfm?CompanyID=25796. Obtaining documents via any other method does NOT make the Contractor a Proposer or Record. Planetbids sends notifications to prospective proposers; however, the University recommends that the proposers periodically check the PlanetBids website for modifications to RFP documents. The University is not responsible for the prospective proposer’s misunderstanding of the RFP solicitation or a nonresponsive proposal due to failure to check the website for updates or addenda to RFP documents, and/or other information regarding the RFP solicitation. Failure to periodically check this website will be at the proposer’s sole risk.

The University assumes no responsibility for delay in submission of the proposal through the PlanetBids system. Submittal of responses by mail, personal delivery, courier service, fax or email is not acceptable.

https://bfa.sdsu.edu/financial/travel/

Cover Letter

PROTESTS

Proposers filing a protest of the specifications and/or requirements shall submit such protest prior to the scheduled submittal deadline. Proposers filing protest of contract award must do so within five (5) business days after Notice of Intent to Award. The protesting Proposer shall submit a full and complete written statement detailing the facts in support of the protest. Protest must be sent by certified or registered mail, email, facsimile, or delivered in person to the University contact shown on page one (1). A protest decision will be provided and will be in writing and sent by certified or registered mail, email, facsimile or delivered in person to the protesting Proposer. The Protest decision made by the University is final.

This RFP does not constitute an order for the goods or services specified.

TABLE OF CONTENTS

SECTION 1 PURPOSE, OVERVIEW, AND TERM

SECTION 2 SCHEDULE OF EVENTS

SECTION 3 SOLICITATION PROVISIONS AND PROPOSER’S CERTIFICATION

SECTION 4 SCOPE OF WORK…………………………

SECTION 5 QUALIFICATIONS/REQUIREMENTS

SECTION 6 EVALUATION AND SELECTION CRITERIA

SECTION 7 INSRUCTIONS, CONTENT AND FORMAT:

o ATTACHMENT No. 1: QUALIFICATIONS o ATTACHMENT No. 2: REFERENCES o ATTACHMENT No. 3: PERSONNEL EXPERTISE o ATTACHMENT No. 4: PRICE PROPOSAL FORM

SECTION 1: PURPOSE, OVERVIEW, AND TERM

1.1 PURPOSE. San Diego State University (University), Strategic Communications and Public Affairs, is requesting proposals from firms qualified to provide as-needed advertising services for student recruitment. The proposals will be evaluated by a committee selected by the university and award will be made in the best interest of the University.

1.2 BACKGROUND. Since its founding in 1897, the university has grown to become a leading public research university, and a federally designated Hispanic-serving Institution. Each year, SDSU provides more than 30,000 students with the opportunity to participate in an academic curriculum distinguished by direct contact with faculty and an international emphasis that prepares them for a global future. SDSU takes pride in more than a century of achievement in education, research, and service. The university ranks fifth in the country for students studying abroad and in the top 10 for diversity; Forbes, Fortune and U.S. News & World Report rank SDSU in the top 25 nationally for innovation and entrepreneurship. Renowned for its academic excellence, SDSU is home to top-ranked graduate programs and offers bachelor's degrees in 90 areas, master's degrees in 78 areas and doctorates in 22 areas. As the oldest higher education institution in San Diego, uniquely situated only 30 minutes north of the U.S.-Mexico border, our community is fully committed to excellent teaching, meaningful research and service to our binational region, and the world at large. SDSU is alma mater to more than 500,000 alumni. For more information, log on to www.sdsu.edu.

1.3 PROJECT OVERVIEW. The services provided by the Contractor shall include, but not limited to, expertise in brand strategy, creative content development, management of performance-driven marketing strategies, provide year-round digital advertising campaigns, and provide omnichannel strategy recommendations.

1.4 AWARD OF CONTRACT. The University intends to award a contract to a Contractor whose proposal is determined to offer the best value to the University.

1.5 RFP RULES AND INSTRUCTIONS. The rules governing this RFP are stated in Section 7

- (Instructions, Content, and Format). Proposers are advised to carefully read, understand, and comply with these requirements in preparing a response to this RFP.

1.6 TERM. The contract term is expected to be for an initial period of one (1) year with six (6) one-year options to extend.

(End of Section 1)

SECTION 2: SCHEDULE OF EVENTS

Release of Request for Proposal July 30, 2025

Last Day to Submit Questions for Clarification (2:00 p.m. PDT) August 13, 2025

Deadline for Submission of Proposals (2:00 p.m. PDT) August 18, 2025

Notice of Intent to Award (NOIA) TBD

Protest Period (5 working days after NOIA) TBD

Contract Award October 2025

Commencement of Services November 2025

QUESTIONS WILL ONLY BE ACCEPTED VIA PLANETBIDS. Responses to questions and addendums will be posted website at the PlanetBids website:

https://www.planetbids.com/portal/portal.cfm?CompanyID=25796

The dates up to and including the “Deadline for Submission of Proposals” date may be adjusted upon advance written notice. Dates after the receipt of proposals may be adjusted without written notice. Additional RFP steps may be included at the discretion of the University.

PROPOSALS NOT RECEIVED BY THE DATE AND TIME SPECIFIED WILL BE

REJECTED.

(End of Section 2)

SECTION 3: SOLICITATION PROVISIONS AND PROPOSER’S CERTIFICATION

3.1 SOLICITATION PROVISIONS.

3.1.1 DEFINITIONS

a. The Trustees of the California State University are referred to as “San Diego State University,” “University” or “Trustees.”

b. The terms “bid” and “proposal” are synonymous and means an offer made in response to a solicitation to perform a contact for work and labor or to supply goods at a specified price, whether or not it is considered a “seal bid” or results in award of a contract to a single or sole source.

c. “Bidder” or “Proposer”, “Contractor” is used to interchangeably and each shall apply to the business entity which submits a bid/proposal or is awarded a contract.

3.1.2 RESERVATION OF RIGHTS

The University may reject any or all proposals and may waive any immaterial deviation in a Proposal. The University’s waiver of an immaterial defect shall in no way modify the RFP documents or excuse the Bidder from full compliance with the specifications if the Bidder is awarded the contract. Proposals that include terms and conditions other than the University’s terms and conditions may be rejected as being non-responsive. In the event all proposals are rejected or the University determines alternative solutions are in its best interest, the University may cancel this solicitation and pursue alternative sourcing options.

The University may make such investigations as deemed necessary to determine the ability of the Bidder to perform the work, and the Bidder shall furnish all such information and data for this purpose. The University reserves the right to reject any submittal made pursuant to this RFP or any subsequent Proposal or bid if the evidence submitted by, or investigation of, such Bidder fails to satisfy the University that such Bidder is properly qualified to carry out the obligations of the contract and to complete the work specified. Additionally, the University reserves the right to request additional performance guarantees if, in the sole opinion of the University, financial stability or capability cannot be established.

3.1.3 NON-ENDORSEMENT

If selected as a qualified Bidder, the Bidder shall not issue any news releases or other statements pertaining to selection, which state or imply University endorsement of Bidder's services.

3.1.4 DISPUTES/PROTESTS

The University encourages potential Bidders to resolve issues regarding the requirements or the procurement process through written correspondence and discussions. The University wishes to foster cooperative relationships and to reach a fair agreement in a timely manner.

Bidder’s filing a notification to protest must do so within five (5) business days after a Notice of Intent to Award has been publicly posted. The protesting Bidder shall submit a full and complete written statement detailing the facts in support of the protest within 10 calendar days after expressing notification to protest. Protest must be sent by certified or registered mail or delivered in person to the Ian Dangler, Buyer II. Within a reasonable time after receipt of the written statement of protest, the University will provide a decision on the matter. The decision will be in writing and sent by certified or registered mail or delivered in person to the protesting Bidder. The decision of University is final.

3.1.5 AWARD OF CONTRACT

The University reserves the right to reject any and all proposals and to award one or more contracts.

Award, if any, will be to the Bidder, whose proposal best complies with all of the requirements of the RFP documents and any addenda. A “Notice of Intent to Award” will be posted publicly for five (5) consecutive working days prior to the award. Written notification will be made to unsuccessful vendors.

The selected Bidder and the University shall commit to negotiation for the final scope of services to be accepted and execution of an contract, in substantial accordance with the terms and conditions herein, within 30 days of the Notice of Intent to Award. Should the parties be unable to reach final agreement within this time frame, the parties may mutually agree upon a time extension to complete negotiations and contract execution. If the parties are unable to agree upon a time extension, or if the University determines that a time extension would not be beneficial to the project, the University reserves the right to terminate negotiations and proceed with a secondary finalist.

3.1.6 EXECUTION OF THE CONTRACT

The Contract shall be signed by the Contractor and returned, along with the required attachments and appendices to the University Contracts and Procurement Management Department within fourteen (14) calendar days from receipt of contract. The period for execution may be changed by mutual agreement of the parties. Contracts are not effective until approved by the appropriate University officials. Any work performed prior to receipt of a fully executed contract shall be at Contractor’s own risk.

3.1.7 FAILURE TO EXECUTE THE CONTRACT

Failure to execute the Contract within the time frame identified above shall be sufficient cause for voiding the award. Failure to comply with other requirements within the set time shall constitute failure to execute the Contract. If the successful Bidder refuses or fails to execute the Contract, the University may award the Contract to the next qualified Bidder.

3.1.8 CONFLICT OF INTEREST

Potential Contractors are advised that Contractor's officers and employees shall comply with the disclosure, disqualification, and other provisions of California's Political Reform Act of 1974 (Government Code Section 81000 et seq.) if their responsibilities include the making or participation in the making of a University decision.

3.1.9 DISABLED VETERAN BUSINESS ENTERPRISE (DVBE) INCENTIVE

In accordance with Government Code section 14838(f), and Military and Veterans Code sections 999.5(a) and 999.5(d), the Trustees shall grant a bid incentive for bid evaluation purposes only.

The level of DVBE incentive will correlate to the level of participation; that is, the more DVBE participation proposed, the higher the incentive. A non-small business cannot displace a California certified small business from the top ranked position due to application of preferences or incentive.

The bid incentives levels are as follows:

DVBE Participation on this contract

Incentive

1% 1% 2% 2% 3% 3% 4% 4%

5% and above 5%

In solicitations where an award is to be made to the highest scored bidder based on evaluation bidder’s total score. In solicitations where an award is to be made to the low bid, the incentive is a percentage of the low bid total.

If requesting the DVBE Incentive, then complete Appendix C, the Bidder Declaration Form, and indicate the total DVBE participation.

For further information on DVBE participation requirements or incentive for this project, contact Rachel Ascherl, San Diego State University Small Business & DVBE Advocate at rascherl@sdsu.edu.

3.1.10 SMALL BUSINESS PREFERENCE

The State of California requires agencies to provide a five percent (5%) preference to Proposers or Bidders who qualify as either California certified small businesses or non-small businesses that commit 25% of the contract value to California certified small businesses. To be eligible, the small businesses must be certified by The Office of Small Business and DVBE Services. The rules and regulations of this law, including the definition of a small business for the delivery of services, are contained in Title 2, California Government Code, Section 14838, et seq. and Title 2, California Administrative Code, Section 1896, et seq.,. Copies of the codes and regulations are available online or upon request.

If requesting the Small Business Preference, then complete Appendix C, the Bidder Declaration Form, and indicate the total Small Business participation.

The use of the Small Business Preference shall be in compliance with the law and specifically Government Code Section 14838.B.2. In solicitations where an award is to be made to the highest scored bidder based on evaluation factors in addition to price, the preference to small businesses or microbusiness shall be 5 percent of the highest responsible bidder’s total score. The preference to non-small business bidders that provide for small business or microbusiness subcontractor participation shall be up to a maximum 5 percent of the highest responsible bidder’s total score, determined according to rules and regulations established by the Department of General Services.

In solicitations where an award is to be made to the low bid, the preference is applied by factoring 5 percent of a non-small business low bid total and subtracting this amount from the small business bid total.

3.1.11 Accessibility Technology Initiative – Section 508

California Government Code 11135 requires that the University comply with Section 508 of the Rehabilitation Act of 1973, as amended, and to apply the accessibility standards published by the U.S. Access Board for electronic and information technology (EIT) products and services that it buys, creates, uses, and maintains.

EIT is any equipment, interconnected system, or subsystem of equipment used in the creation, conversion, or duplication of data or information. EIT is defined by the Access Board at 36 CFR

1194.4 and in the FAR at 2.101. EIT includes:

a. Telecommunication products, such as telephones;

b. Information kiosks;

c. Transaction machines;

d. World Wide Web sites;

e. Software and Operating Systems;

f. Computers;

g. Multimedia (including videotapes), and;

h. Office equipment, such as copiers and fax machines.

3.1.12 Patent, Copyright, and Trade Secret Indemnity

A contractor may be required to furnish a bond to the San Diego State University against any and all loss, damage, costs, expenses, claims and liability for patent, copyright and trade secret infringement.

3.1.13 Accommodations for the Disabled

It is the policy of the University to make every effort to ensure that its programs, activities and services are available to all persons, including persons with disabilities. Persons with a disability needing a reasonable modification to participate in the procurement process, or persons having questions regarding reasonable modifications for the procurement process may contact the buyer listed elsewhere in this solicitation.

3.1.14 PUBLIC CONTRACTS CODE RESTRICTIONS FOR SAN DIEGO STATE

UNIVERSITY EMPLOYEES

The San Diego State University employees and immediate past employees must comply with restrictions regarding contracting with the University. Bidder needs to be aware of the following provisions regarding current or former University employees. In submitting a bid, Bidder certifies that the Bidder is eligible to contract with the University pursuant to the Public Contracts Code (PCC) sections list below:

a. Current University Employees (PCC Section 10831):

i. No officer or employee shall engage in any employment, activity or enterprise from which the officer or employee receives compensation or has a financial interest and which is sponsored or funded by any University department through or by a University contract unless the employment, activity or enterprise is within the course and scope of the officer’s or employee’s regular University employment.

ii. No officer or employee shall contract on his or her own behalf as an independent Bidder with any University department to provide goods or services.

iii. This prohibition does not apply to officers or employees of the University with teaching or research responsibilities.

b. Former University Employees (PCC Section 10832):

i. For the two-year period from the date he or she left University employment, no former

University officer or employee may enter into a contract in which he or she engaged in any of the negotiations, transactions, planning, arrangements or any part of the decision-making process relevant to the contract while employed in any capacity by any University department.

ii. For the twelve-month period from the date he or she left state employment, no former University officer or employee may enter into a contract with any University department if he or she was employed by that University department in a policy-making position in the same general subject area as the proposed contract within the 12-month period prior to his or her leaving University service.

3.1.15 LOSS LEADER

It is unlawful for any person engaged in business within this state to sell or use any article or product as a “loss leader” as defined in Section 10730 of the Business and Professions Code.

“Loss leader” means any article or product sold at less than cost:

a. Where the purpose is to induce, promote, or encourage the purchase of other merchandise; or

b. Where the effect is a tendency or capacity to mislead or deceive purchasers to prospective purchases; or

c. Where the effect is to divert trade from or otherwise injure competitors.

3.1.16 BRAND NAMES

Any reference to brand names is intended to be descriptive, but not restrictive, unless otherwise specified. Proposals meeting the indicated standards of quality will be considered, unless otherwise specified, providing the proposal clearly describes the article offered and how it differs from the referenced brands. Unless the contractor specifies otherwise in the proposal, it is understood the Contractor is offering referenced brands as specified. The University reserves the right to determine whether a substitute offer is equivalent to and meets the standards of quality indicated by the brand name references. The University may require a contractor offering a substitute to supply additional descriptive material and sample.

3.1.17 SUSTAINABILITY

Bidders must present information describing their current sustainable practices, to include, as applicable, the areas of natural resources, company operation and positive social/community impact, written policy statement, sustainable business practices and environmentally preferable purchasing practices or updates to Vendor’s sustainable practices, as applicable as requested in Appendix F.

3.2 BIDDER’S CERTIFICATION.

By submitting a proposal, the Bidder certifies to comply with the following:

3.2.1 AMERICANS WITH DISABILITIES ACT (ADA)

Bidder assures the University that it complies with the Americans with Disabilities Act (ADA) of 1990, which prohibits discrimination on the basis of disability, as well as all applicable regulations and guidelines issued pursuant to the ADA. (42 U.S.C. 12101 et seq.).

3.2.2 UNFAIR PRACTICES ACT

Bidder warrants that its bid complies with the Unfair Practices Act (Business and Professions Code Section 17000 et seq.).

3.2.3 VIOLATION OF AIR OR WATER POLLUTION LAWS

Unless the contract is less than $25,000.00 or with a sole-source provider, Government Code Section 4477 prohibits the State from contracting with a person, including a corporation or other business association, who has been determined to be in violation of any State or federal air or water pollution control law. By a proposal the Bidder warrants that the Bidder has not been found to be in violation of any order or resolution not subject to review promulgated by the State Air Resources Board or an air pollution district, or is subject to a cease and desist order not subject to review issued pursuant to Section 13310 of the Water Code for violation of waste discharge requirements or discharge prohibitions, or is finally determined to be in violation of provisions of federal laws relating to air or water pollution. By submitting a bid, the Bidder certifies that it has not been identified either by published notices or by Board notification as a person in violation of State or federal air or water pollution control laws.

3.2.4 COMPLIANCE WITH NLRB ORDERS

In submitting a bid or signing a contract the Bidder swears under penalty of perjury that no more than one final, unappealable finding of contempt of court by a federal court has been issued against the Bidder within the immediately preceding two-year period because of the Bidder's failure to comply with an order of a federal court which orders the Bidder to comply with an order of the National Labor Relations Board. This provision is required by, and shall be construed in accordance with, Public Contract Code Section 10296.29.

3.2.5 ASSIGNMENT OF ANTITRUST ACTIONS

The Bidder's attention is directed to the following provisions of Government Code Sections 4552, 4553, and 4554, which shall be applicable to the Bidder:

In submitting a bid to a public purchasing body, the Bidder offers and agrees that if the bid is accepted, it will assign to the procurement body all rights, title, and interest in and to all causes of action it may have under Section 4 of the Clayton Act (15 U.S.C. Sec. 15) or under the Cartwright Act (Chapter 2, [commencing with Section 16700] of Part 2 of Division 7 of the Business and Professions Code), arising from purchases of goods, materials, or services by the Bidder for sale to the procurement body pursuant to the bid. Such assignment shall be made and become effective at the time the procurement body tenders final payment to the Bidder (Government Code Section 4552).

If an awarding body or public procurement body receives, either through judgment or settlement, a monetary recovery for a cause of action assigned under this chapter, the assignor shall be entitled to receive reimbursement for actual legal costs incurred and may, upon demand, recover from the public body any portion of the recovery, including treble damages, attributable to overcharges that were paid by the assignor but were not paid by the public body as part of the bid price, less the expenses incurred in obtaining that portion of the recovery (Government Code Section 4553). Upon demand in writing by the assignor, the assignee shall, within one year from such demand, reassign the cause of action assigned under this part if the assignor has been or may have been injured by the violation of law for which the cause of action arose and (a) the assignee has not been injured thereby, or (b) the assignee declines to file a court action for the cause of action (Government Code Section 4554).

3.2.6 NONCOLLUSION AFFIDAVIT

By submitting a bid, Bidder hereby certifies that the bid is not made in the interest of, or on behalf of, any undisclosed party; that the bid is genuine and not collusive, false, or sham; that the Bidder has not directly or indirectly induced or solicited any other Bidder to put in a false or sham bid, and has not directly or indirectly agreed with any Bidder or anyone else to put in a false or sham bid, or to refrain from bidding; that the Bidder has not in any manner, directly or indirectly, sought to fix any overhead, profit or cost element of the bid, of that of any other Bidder, or to secure any advantage against the public body awarding the contract or anyone interested in the proposed contract.

3.2.7 SAFEGUARDS FOR PROTECTING SAN DIEGO STATE UNIVERSITY

INFORMATION ASSETS

By submitting a bid, Bidder acknowledges Federal privacy laws such as Gramm-Leach-Bliley Act (Title 15, United States Code, Sections 6801(b) and 6805(b) (2)) applicable to financial transactions and Family Educational Rights and Privacy Act (Title 20, United States Code, Section 1232g) applicable to student records and information from student records. In the event that such information is required for the performance of the work specified, the Bidder hereby certifies that it has the appropriate safeguards in place as required by Title 16 Code of Federal Regulation Chapter 1 Section 314.

3.2.8 COVENANT AGAINST GRATUITIES

The Bidder shall warrant that no gratuities (in the form of entertainment, gifts, or otherwise) were offered or given by the Bidder, or any agent or representative of the Bidder, to any officer or employee of the University with a view toward securing the Contract or securing favorable treatment with respect to any determinations concerning the performance of the Contract. For breach or violation of this warranty, the University shall have the right to terminate the Contract, either in whole or in part, and any loss or damage sustained by the University in procuring on the open market any items, which the Bidder agreed to supply, shall be borne and paid for by the Bidder. The rights and remedies of the University provided in this clause shall not be exclusive and are in addition to any other rights and remedies provided by law or under the Contract.

3.2.9 DRUG-FREE WORKPLACE CERTIFICATION

The Bidder certifies under penalty perjury under the laws of the State of California that the Bidder will comply with the requirements of the Drug-Free Workplace Act of 1990 (Government Code, Section 8355 et. seq.) and will provide a drug-free workplace by doing all of that which Section 8355 et seq. requires.

3.2.10 ELECTRONIC WASTE RECYCLING ACT

In submitting a bid for electronic devices, as defined by the Electronic Waste Recycling Act of 2003, Part 3 Division 30 Changer 8.5 of the Public Resource Code, the Bidder certifies that it, and its agents, subsidiaries, partners, joint ventures, and subcontractors for the procurement, have complied with the Electronic Waste Recycling Act of 2003 and any regulations adopted pursuant to the Act, or have demonstrated to the University that the Electronic Waste Recycling Act of 2003 is inapplicable to all lines of business engaged in by the bidder, its agents, subsidiaries, partners, joint venturers, or subcontractors. In addition the Bidder agrees to cooperate fully in providing reasonable access to its records and documents that evidence compliance with the Electronic Waste Recycling Act of 2003.

3.2.11 DARFUR CONTRACTING ACT

PCC sections 10475 et seq., the Darfur Contracting Act of 2008, establish restrictions against contracting with vendors conducting certain types of business in Sudan. The Act sets forth criteria to determine if a vendor is a “scrutinized company” and therefore ineligible to bid on or submit a proposal for State contracts.

Upon submitting a bid, bidders that have had business activities outside of the United States within the previous three years certify that they are not a scrutinized company as defined, or demonstrate they obtained permission under the statute. (PCC §§ 10478, 10477(b).) False certifications shall cause the bid to be invalidated. (PCC § 10479.)

3.2.12 IRAN CONTRACTING ACT

PCC sections 2202 et seq., the Iran Contracting Act of 2010, establish restrictions against contracting with vendors that provide specified levels of goods or services or other investment activities, as defined, in the energy sector of Iran. By submitting a bid in excess of $1 million, bidder certifies that bidder is not a financial institution extending credit to an ineligible vendor on the list published by the California Department of General Services on the web site:

http://www.documents.dgs.ca.gov/pd/poliproc/Iran%20Contracting%20Act%20List.pdf (PCC § 2204.) The Act includes certain exceptions. (PCC § 2203(c).)

3.2.13 THE CONGO – SECURITIES EXCHANGE ACT

PCC § 10490 establishes restrictions on contracting for certain goods and services relating to compliance with the Securities Exchange Act of 1934. The San Diego State University will not accept bids or proposals or contract for goods or services related to products or services from companies designated as a “scrutinized company” by the Federal Government.

By submitting a bid, bidder certifies that they are not a scrutinized company as defined. False certifications shall cause the bid to be invalidated.

For purposes of this section, a “scrutinized company” is a person that has been found to be in violation of Section 13(p) of the Securities Exchange Act of 1934 by final judgment or settlement entered in a civil or administrative action brought by the Securities and Exchange Commission and the person has not remedied or cured the violation in a manner accepted by the commission on or before final judgment or settlement.

(End of Section 3) http://www.documents.dgs.ca.gov/pd/poliproc/Iran%20Contracting%20Act%20List.pdf

SECTION 4: SCOPE OF WORK

San Diego State University (SDSU) seeks proposals from an experienced Higher Education advertising agency that can serve as a strategic marketing partner to lead digital-first, year-round advertising campaigns focused on student recruitment.

The partner will collaborate across multiple SDSU departments to support undergraduate, graduate and online enrollment initiatives. They will demonstrate expertise in brand strategy and creative content development, along with management of performance-driven marketing strategies tailored to each initiative's audience.

Initiative 1: Prospective First-Year Students and Parents for Undergraduate Programs

Founded in 1897, San Diego State University is a public institution with a total undergraduate enrollment of more than 30,000. SDSU offers nearly 200 different academic degree choices, including 90 majors and 80 minors for undergraduates. https://admissions.sdsu.edu/

Time frame: Full year-round coverage

Audience:

• Out-of-State students and parents o Targeted Regions within Pacific Northwest, Southwest, Midwest, Northeast, Great Lakes o Students: High school junior and seniors, 16-18 years old

• International students and parents o Targeted Region: India and potentially Vietnam / Philippines

• No money allocated within California

Top Competitors:

• CA: UC San Diego, UCLA, Cal Poly SLO, University of San Diego

• OOS: University of Arizona, Arizona State University, University of Washington, Washington State, University of Oregon, Oregon State, CU Boulder, Colorado State

Metrics:

• Website traffic

• Lead generation

• Number of applications

• Number of enrolled students

Budget Estimate: as needed

Initiative 2: Prospective graduate students for SDSU Fowler College of Business.

The Fowler College of Business offers a variety of top-ranked in-person graduate business programs to service the needs of individuals seeking to improve their managerial and leadership skills.

Fowler offers flexible schedules with classes optimized for full and part-time students. Students collaborate directly with the Southern California business community on projects, are educated with global perspectives and receive a diverse education in and outside of the classroom.

Fowler currently offers seven, in-person (part-time) graduate programs: MBA, MSA (accountancy), MSCM (cybersecurity management), MSIS (information systems), MSGBD (global business development), MSF (finance), and MSSCI (Supply Chain Innovation).

https://business.sdsu.edu/grad

Timeframe:

Full year-round coverage, July 1 - June 30 with emphasis on two recruitment cycles:

• Fall Recruitment Early Cycle: Oct. 1 - February

• Fall Recruitment Late Cycle: Oct. 1 - April 1

Audience:

• Adults 25-34

• Holds an undergraduate degree

• 3+ years of professional work experience

• 50-50 Male / Female

• Areas of Focus: West Coast: Southern California, Pacific Northwest, Northern California

To promote Graduate student applicants for these five programs:

o MBA (Business Administration) o MSIS (Information Systems) o MSCM (Cybersecurity Management) o MSA (Accountancy) o MSGBD (Global Business Development) o MSF (Finance) o MSSCI (Supply Chain Innovation)

Graduate Program Competitors:

• UCSD Rady School of Management

• University of San Diego

• UCLA, UCI, UC Riverside

• National University

• University of Phoenix

Goals:

• Drive traffic to general landing page https://business.sdsu.edu/grad

• Garner qualified leads through the RFI form fills: https://business.sdsu.edu/grad/info

• Promote Fowler’s excellent reputation as a leader in graduate education in Southern

California

Metrics:

• Website traffic

• Lead Generation

• Number of Applications

• Number of Enrolled students https://business.sdsu.edu/grad https://business.sdsu.edu/grad/mba https://business.sdsu.edu/grad/msis https://business.sdsu.edu/grad/mscm https://business.sdsu.edu/grad/msa https://business.sdsu.edu/grad/msgbd https://business.sdsu.edu/graduate/msf https://business.sdsu.edu/graduate/mssci https://business.sdsu.edu/grad https://business.sdsu.edu/grad/info

San Diego State University Fowler College of Business Sports MBA Recruitment

The Sports MBA program is a 16-month, intensive accelerated MBA degree focused on the dynamic business of international sports.

The program provides its graduates a thorough understanding of the skills crucial for professionals to succeed, while building a broad network of relationships in the sports-rich landscape of Southern California.

Students study statistical analysis, organizational behavior and leadership, financial management, and business strategy, along with sports economics and marketing, in classes taught by seasoned, professional educators. Coursework is heavily international in scope. The program includes an overseas excursion to study sports business in the Dominican Republic and frequent guest lecturers with global experience.

The Sports MBA program offers students 12 months of accelerated class time, focusing on critical business skills, with an additional four months of supervised consultancies worldwide.

Classes are offered in a cohort format to foster strong relationships among classmates, upon which graduates can draw throughout their careers. https://business.sdsu.edu/grad/sports-mba

Timeframe:

Full year-round coverage, July 1-June 30 with emphasis on one recruitment cycle:

• Fall Recruitment Cycle: Nov. 1-July 1

Audience:

• Adults 22-30

• Holds an undergraduate degree

• 1-5 years of professional work experience

• 40-60 Male / Female

• Geo Areas of Focus:

• California

Competitors:

• University of Oregon (MBA Sports Business)

• University of San Francisco/Orange County campus (MS Sports Management)

Goals:

• Drive traffic to the landing page for RFI form fills: https://business.sdsu.edu/grad/sports-mba

• Generate interest and qualified candidates for SDSU’s Fowler College of Business Sports MBA program

• Promote the program’s global rankings and national reputation

• Diversity

• Website traffic

• Lead Generation

• Number of Applications

• Number of Enrolled students https://business.sdsu.edu/grad/sports-mba https://business.sdsu.edu/grad/sports-mba https://business.sdsu.edu/grad/sports-mba

Budget Estimate: $130,000

Initiative 3: Prospective online students for SDSU Global Campus.

Global Campus offers online undergraduate and graduate degree programs, stackable certificates, and career training programs. Our audience is primarily working adults, 63% of our students attend part time in a non-synchronous learning modality.

The SDSU Global Campus mission is to provide innovative, accessible, and impactful learning to a diverse global community, helping them to meet their personal, academic, and professional goals. More than 50% of Global Campus students are 75+ miles from the physical campus, and 1 in 6 SDSU students is a Global Campus learner. Thus, we are the primary entity responsible for expanding access to SDSU’s programs to learners around the world.

With more than 100 undergraduate, graduate, professional development, and lifelong learning options offered online, on-campus, and in a hybrid environment, Global Campus is a portal to an SDSU degree and continuing education opportunities.

Timeframe:

Full year-round coverage, July 1-June 30; Global Campus application cycles are not the same as the other two initiatives.

Audience:

• Non-traditional Learners:

o Adult learners 25+, mostly working full-time and may be juggling family responsibilities o First generation college students o Learners comfortable with and seeking online/non-synchronous education o Learners that may be outside the San Diego region

• Adult learners seeking career training o Learners who need to develop or advance their skill set for career growth in their current industry o Learners seeking career training to enter a new industry o Career training learners are primarily in San Diego

• International students looking for:

o Intensive immersion into American culture and higher education o Access to online or hybrid education

Top Competitors:

• National University, ASU Online, SNHU, Penn State World Campus, The University of Arizona, Purdue Global, and the University of Phoenix.

• Lead Generation

• Number of Applications

• Number of Enrolled students

• Channel impression and engagement metrics

• Cost per Lead (CPL)

Budget Estimate: $700,000

Key Responsibilities and Deliverables:

The Contractor shall be responsible for providing the following:

1. Strategic Campaign Development

• Develop full-funnel, integrated digital media campaigns that span awareness, consideration, application, and yield.

• Provide omnichannel strategy recommendations which could include paid search, paid social, programmatic display, mobile, Connected TV (CTV), Digital Out-of-Home (OOH) or other tactics.

• Recommend targeting tactics by segment.

2. Advanced Audience Targeting & Personalization

• Leverage first- and third-party data, CRM integration, and behavioral insights to deliver

AI-driven audience segmentation and messaging.

• Execute dynamic content personalization using automation tools that adjust creative based on user behavior, geography, device, or demographic characteristics.

• Create personalized retargeting campaigns that align with key user milestones (e.g., app started, admitted, no deposit, etc.).

3. Creative & Content Production

• Collaborate with SDSU to produce compelling, brand-aligned creative assets in multiple formats and platforms including video production.

• Develop creative assets that show visual cohesiveness across the initiatives, while still meeting the unique context and needs of each audience.

• Scale creative variations using AI-assisted tools to support A/B testing, regional targeting, and channel-specific optimizations.

4. Yield-Phase Marketing Activation

• Deploy segmented and action-based yield campaigns for admitted students, aligned with

SDSU’s tiered outreach model.

• Incorporate SMS where applicable, retargeting, and email integration to support yield calls to action (CTAs) (e.g., deposit reminders, admitted student events, campus visit sign-ups).

5. Full Integration with CRM and Reporting Systems

• Integrate campaign data with SDSU’s CRMs (e.g., Slate, Salesforce) for real-time attribution and enrollment funnel tracking.

• Recommend and chart out automated lead nurturing workflows triggered by prospect actions and lifecycle stages.

• Ensure compliance with data privacy and accessibility standards.

6. Reporting, Analytics & ROI Measurement

• Provide transparent, real-time dashboards and reports including:

o Platform-specific KPIs o Unique leads generated matching CRM o Multi-touch attribution o Cost-per-inquiry, application, and enrollment o Yield performance by tier and segment o Return on ad spend (ROAS) by region and initiative

The Contractor shall include detailed budget tracking and media spend pacing reports to ensure transparency and alignment with fiscal targets. Manage and reconcile all advertising platform invoices and provide monthly invoicing summaries that align with campaign performance and contracted deliverables.

The Contractor acknowledges all estimated budgets are allocated on a fiscal year basis. The fiscal year begins July 1, 20XX and ends on June 30, 20XX. The Contractor shall allocate the budget provided for services accordingly based on the fiscal year dates.

The Contractor shall perform services on an as-needed basis and provide the strategic campaign to SDSU for approval prior to performance of services.

(End of Section 4)

SECTION 5: CONTRACTOR QUALIFICATIONS/REQUIREMENTS

All shall include the following with their proposal submittals (Technical Proposal, Sections 5.1-5.6 and Price Proposal, Section 5.7) to be considered responsive. Proposers shall elaborate on each question asked below and respond using the same Proposal Format, associating your answers to the referenced categories and questions.

5.1 QUALIFICATIONS/REFERENCES/PERSONNEL EXPERTISE.

Proposer must possess a minimum of five (5) years experience as the primary provider of relocation and storage services.

5.1.1 COMPLETE ATTACHMENT No. 1: QUALIFICATIONS. Attach a listing with explanation of defaulted, completed and current contracts similar in nature to the proposed moving services required in this RFP. Attach additional sheets if necessary.

5.1.2 COMPLETE ATTACHMENT No. 2: REFERENCES. Provide a list of references of higher education/institutions which demonstrate experience in providing services similar in nature required by this RFP. Include company/institution name and address, and name, title, and telephone number of persons to contact. Attach additional sheets if necessary.

5.1.3 COMPLETE ATTACHMENT No. 3: PERSONNEL EXPERTISE. Provide a list of personnel expertise for those lead person(s) that will be assigned to the moving services program at University. Attach additional sheets if necessary.

5.2 SCOPE OF WORK TECHNICAL APPROACH.

5.2.1 Provide specific details to the scope of work requirements your firm can provide in accordance with Section 4. This response should include a detailed description of the approach and plan to be utilized. The detailed plan shall focus on the methodology, strategy, and plan for execution of the required services. The plan should demonstrate an overall understanding of the Scope of Work to be performed. The plan will be evaluated on clarity, comprehensiveness, describe efficiencies and presentation in a thorough concise format. Proposers are encouraged to provide samples of documentation where appropriate.

5.3 VALUE ADDED OPTIONS.

Describe any services, not included in this RFP that your firm may provide to the University that may be of benefit to the University.

5.4 SMALL BUSINESS PREFERENCE CERTIFICATION.

Proof of certified Small Business status must be submitted at the time the proposals are due and submission of Appendix C

5.5 DISABLED VETERAN BUSINESS ENTERPRISE (DVBE) PARTICIPATION

REQUIREMENT AND INCENTIVE.

Proof of Disabled Veteran Business Enterprise must be submitted at the time the proposals are due and submission of Appendix C.

5.6 PROPOSAL CERTIFICATION FORM.

All proposers must complete and return the certification form, APPENDIX B, with the proposal response.

5.7 PRICING/COSTS.

Complete Attachment No. 4, Price Proposal Form.

(End of Section 5)

SECTION 6: EVALUATION AND SELECTION CRITERIA

6.1 EVALUATION METHOD.

All proposals shall be reviewed to verify the Proposer has met the RFP submission requirements.

Proposals that have not followed the rules, do not meet minimum content, requirements, qualifications, quality standards, take unacceptable exceptions to the terms and conditions, or are non-responsive to the required responses in this RFP will be eliminated from further consideration.

Proposals determined to have met the RFP requirements will be reviewed and evaluated by the evaluation team. As a part of this review, the University may require proposing firms or organizations to clarify the information submitted. This clarification process may be conducted through written or electronic correspondence or through an interview with the evaluation team.

Responsive Proposers found to be most qualified to perform the services required, based upon the listed criteria may be required to give oral interview/presentations to the evaluation team as part of the evaluation process. The purpose of interview/presentation is to give proposers an opportunity to demonstrate their ability to perform the scope of work defined in this RFP and clarify outstanding issues. It is in the proposing firm’s best interests to submit a thorough and complete proposal and not depend on the presentation process to provide additional information.

In the case where “finalists” are chosen, these firms and organizations or partnership groups will be selected for an interview and presentation will be notified of the proposed interview date(s) at least one week in advance.

Firms and organizations or partnership groups selected for an interview must present both the dedicated/lead point of contact for the project and the vendor representative with financial decision making authority for the project

From among the “Finalist” the University may select one or more firm(s) and or organization(s) to enter into final proposal negotiations for the RFP award. A proposing firm(s) and or organization(s) may be required to participate in negotiations and to submit best and final price, technical or other revisions to the proposal which may result from such negotiations.

All proposers will be notified in writing once one or more firms have been selected.

The University Evaluation Team make its evaluation based on the criteria below.

6.2 POINT SCORING SCHEDULE.

Evaluation Criteria Points A Qualifications, references, and experience of the

Agency

B Success and quality of advertising campaigns and creative content production

C Scope of work technical approach, including integration of innovative tools and AI-driven strategies

D Price Proposal 20 Points: 100 Additional Points (if applicable) E Small Business Preference 5

F Disabled Veteran Business Enterprise 5 Total Points: 110 - 120

6.3 EVALUATION CRITERIA.

Proposals will be reviewed, evaluated, and scored in accordance with the point schedule for all evaluation criteria noted below.

A. Qualifications, references, and experience of the Agency Points: 30

This section will consider and evaluate Bidder’s proposed team and ability to meet the requirements and sustainability for duration of project. The Bidder’s qualifications shall be evaluated to determine if the Bidder has provided sufficient documentation, that it possesses the required qualifications, and a general overview of the Bidder’s qualifications. The Bidder’s references will also be considered.

B. Success and quality of advertising campaigns and creative content production

Points: 30

This section will consider the advertising plan submission and how this would reach the intended audience.

C. Scope of work, technical approach including integration of Points: 20 innovative tools and AI-drive strategies

This section will consider and evaluate Bidder’s demonstrated understanding of project requirements and the detailed conceptual approach and methodology used to respond to the Scope of Work. Also considered will be the depth and specificity of the Bidder’s overall understanding of the project goals.

D. Price Proposal Points: 20

This section will evaluate the extent to which the Price Proposal demonstrates price reasonableness; pricing for all aspects of the requirements and proposal; and the extent…