Brand Campaign – RFP Questions Last Updated: 3/5/26 5:00 PM

Question # Category Question & Answer

1 General Solicitation • Is there a solicitation number for this RFP?

• The solicitation number is 0000037787 and can also be identified as the Event ID on

CalEProcure.

Submission Timeframe • Could we request an extension to the submission deadline?

• Request to extend the submission deadline will not be honored.

Amendments • Could you please confirm if any addenda have been issued since the original posting on February 24?

• An updated RFP will be posted on 3/4/26 with changes highlighted in yellow.

Eligibility • To comply with minimum requirements, must all requirements be met by the prime contractor or can subcontractor qualifications be used to meet the minimum requirements?

• It can be a combination of prime contractor and subcontractor qualifications. However, the prime is responsible for overall contract performance.

Eligibility • Could you let us know if you have a local preference or are you open to a Canadian agency that has done similar work with clients across the United States, with some currently being the States of California, Hawaii, Michigan, Virginia, Colorado and Wyoming?

• The RFP does not establish minimum qualifications to be limited to a geographical location. However, current law encourages state departments to first consider a California-certified small business (SB) or microbusiness (MB) for contracting opportunities.

6 Incumbent • Is there an agency that would be considered an incumbent for brand and creative support for GO-Biz?

• No.

7 Incumbent • Do you have an incumbent and would they be participating in this RFP?

8 Number of Awards • Does GO-Biz intend to award this contract to a single prime agency responsible for all brand, creative, media, digital, and earned components, or may multiple vendors be selected?

• GO-Biz intends to award one (1) contract to a prime contractor. The prime may elect to subcontract for components of the contract. Subcontractors must be included and listed as part of the submitted proposal.

9 Budget Format • No excel was posted or provided with the RFP as referenced in the Budget Form minimum requirements section. Can proposers recreate the budget table in excel and submit that?

• The excel Budget Template has been posted to CalEProcure.

10 Budget Format • Can you please provide an excel version of Attachment B - Budget Form; only a PDF was provided with the RFP.

• See question #9.

11 Budget Format • Should agency compensation be structured as a fixed fee, percentage of media spend, hybrid model, or another preferred structure?

• Please utilize the excel Budget Template that is posted to this RFP’s CalEProcure page.

Proposers must provide a detailed cost breakdown based on estimated costs tied to specific deliverables. The final budget structure will be determined at the time of contract execution.

12 Budget Format • Is GO-Biz open to phased budget allocation where spending scales across campaign phases, or is a more even distribution expected across the contract term?

• The final budget structure will be determined at the time of contract execution.

13 Budget Detail • Can additional rows/detail be added to the budget form as needed to fully illustrate the proposed budget?

• The excel Budget Template has been posted to CalEProcure. The template allows for additional rows to be added as necessary.

Budget Breakdown • Of the $19M total budget (inclusive of up to $14M for paid media), is the $14M media allocation fixed, or may proposers recommend adjustments between media, production, and agency fees?

• Yes, there is flexibility to provide a recommended use of the $19M total budget.

Budget Allocation Flexibility • Of the (up to) $5M designated for non-media costs (agency fees, travel, production), is there a preferred or expected allocation between agency fees and production costs?

• No. We are looking to proposers to provide a recommended and strategically informed allocation for the project’s non-media costs. The $19 million total project cost can include up to $14 million in paid media.

Budget Allocation Flexibility • Paid Media Flexibility: Is the $14M paid media allocation fixed, or may it be strategically rebalanced between media, research, and production if ROI justification is provided?

• Yes, there is flexibility to provide a recommended use of the paid media allocation.

17 DVBE Breakdown • We wanted to confirm whether the 25% requirement for small businesses was inclusive of the paid media budget, or does the 25% exclude the 14m paid media budget?

• The 25% requirement for small businesses excludes the paid media budget. As noted above, agencies have flexibility to provide a recommended use of the paid media allocation up to $14 million.

18 DVBE Breakdown • For the 5% preference points, does the 25% share for the SB & the 5% share for the DVBE need to be calculated including the media spend (up to 14M)? Or can the share of the budget be calculated based on dollars outside of the media spend?

• The 25% requirement for small businesses excludes the paid media budget. As noted above, agencies have flexibility to provide a recommended use of the paid media allocation up to $14 million.

19 DVBE Breakdown • If a DVBE subcontractor is also a DGS-certified small business, can the 5% DVBE participation goal also be counted toward the 25% small business commitment required to achieve the 5% small business preference?

• Yes.

20 DVBE Breakdown • To document DVBE participation, do we need to include form DGS-PD-843 along with the Bidder Declaration form? Or does the Bidder Declaration form, with the firm’s DVBE certification, suffice?

• Only the Bidder’s Declaration and DVBE certification are required at this time.

21 GenAi Content • How should proposers document any suggested GenAI use in their proposal? Is there a form we need to fill out? Or should we include it within our proposal writing?

• Proposers should dedicate a section of the application with an explanation of GenAI usage.

• GO-Biz seeks to realize the potential benefits of GenAI, through the development and deployment of GenAI tools, while balancing the risks of these new technologies. If a proposer plans to use GenAI services during the implementation of the contract, it must detail and disclose the situations, circumstances or purpose when such tools will be used prior to application or implementation. The proposer should also describe policies, vetting processes, and guardrails employed to protect data and information, trademarks, and intellectual property when GenAI tools are utilized. proposers should also explain the process to review, validate, proof, and correct GenAI work.

22 GenAi Content • Does GO-Biz anticipate restrictions on generative AI use in creative production or analytics?

• GO-Biz will assess risk on a case-by-case basis. Upon notification by a Bidder/Offeror of GenAI as required, the state reserves the right to incorporate GenAI Special Provisions into the final contract or reject bids/offers that present an unacceptable level of risk to the state.

23 GenAi Content • What specific GenAI risk thresholds would trigger contract modifications?

GO-Biz would work with the California Department of Technology (CDT) to conduct a risk assessment using the Risk Assessment Tool, and would review on a case-by-case basis and incorporate GenAI Special Provisions into the final contract or reject bids/offers that present an unacceptable level of risk to the state.

24 Proposal Content • Is there an expectation of speculative creative work for the proposal submission?

• No, not necessarily. Any speculative creative work that prospective campaign partners choose to include will be counted towards the 25-page limit.

25 Proposal Content • What level of creative detail are you hoping to see in our proposal?

• We are hoping to see your team’s creative abilities from recent or comparable campaigns. We are not necessarily asking for any speculative creative work. Any speculative creative work that prospective campaign partners choose to include will be counted towards the 25-page limit.

Proposal Content • Do you have any fact sheets/data around economic opportunity in CA you can provide?

• Proposers can find key economic data points provided on our website:

https://business.ca.gov/

27 Submission Format • Is there any specific guidelines related to formatting for the response? (e.g font, font size, written from the 3rd person POV, etc)

• Please refer to the updated RFP which addresses formatting requirements and page limitation. There are no specific requirements regarding narrative voice (e.g., first or third person).

28 Submission Format • Is the proposal required to be a PDF? Or can it be a link to an interactive document?

• See question #27.

29 Submission Format • Is it possible to include a video walk through of our proposal?

• No. Please refer to the updated RFP which addresses formatting requirements and page limitation.

https://www.cdt.ca.gov/wp-content/uploads/2025/08/SIMM-5305-F-Generative-Artificial-Intelligence-Risk-Assessment-20250822FINAL.pdf https://business.ca.gov/

30 Submission Format • Can the requested resumes be linked in the team chart, or attached to the proposal email?

• See question #27

31 Submission Format • Does the 25-page proposal limit include resumes, organizational charts, and case studies, or may those be included as appendices outside the page limit?

32 Submission Format • Is Attachment B – Budget Form to be included in the proposal’s 25-page limit, or is it separate?

• The Budget template is available on CalEProcure, the updated RFP addresses the page limit in regard to the forms that count against the 25-page limit.

33 Submission Format • Do the required forms count against the 25 page limit? We assume the budget worksheet does, but not the others, is this correct?

• See question #32.

34 Submission Format • Can 11x17 pages be included in submission?

• No. Please refer to the updated RFP which addresses formatting requirements and page limitation.

35 Submission Format • 25 page limitation - is that inclusive of resumes, any case studies, and attachments or just the response to the RFP?

36 Submission Format • Are the prime contractor and subcontractor resumes/CVs to be considered a part of the proposal's 25-page limit?

• Please refer to the updated RFP which addresses formatting requirements and page limitation.

37 Submission Format • The RFP states that proposals are limited to 25 pages total. To ensure we structure our submission appropriately, can you confirm which of the following items must be included within this page limit, and which, if any, may be included as an appendix or supplemental material outside of the 25-page proposal?

o Required vendor forms (including Attachment B – Budget Form) o Case studies and client lists o Organizational chart and team bios

• See question #32

38 Submission Format • Are the five required attachments and supporting documentation (Small Business license, DVBE license, etc.) to be included in the proposal's 25-page limit, or are they separate?

• See question #32

39 Submission Format • If the final proposal PDF is over 20MB, can we submit multiple emails with the proposal split up to ensure delivery?

• It is recommended that the proposal be submitted via PDF and the required Excel Budget Template be compressed and submitted together in a single ZIP file. If file size limitations still prevent transmission, a secure file-sharing link may be provided, provided that all materials are fully accessible to GO-Biz no later than the submission deadline.

40 Evaluation Weighting • Primary Objective Weighting: Among reputation lift, business attraction, tourism promotion, and misinformation counter-narrative, which objective will be weighted most heavily in evaluation and ongoing performance assessment?

• All will be weighted equally.

41 KPIs & Success Metrics • What do you feel has already been tried and not succeeded?

• We have not yet executed a brand campaign of this nature.

42 KPIs & Success Metrics • Top 3 KPIs: What are the 3–5 primary KPIs that will determine contract success (e.g., sentiment lift, site selector engagement, business inquiries, earned media quality)?

• We aim to define those top KPIs in partnership with the selected campaign partner at the outset of the campaign.

43 KPI & Key Outcomes • To effectively define and measure growth against key outcomes, will GO-Biz provide access to baseline data related to current business engagement, participation, or retention metrics? If so, could you clarify what historical performance data will be available and at what level of granularity?

• Yes, some of these details will be provided upon selection of a campaign partner. We aim to define those top KPIs in partnership with the selected campaign partner at the outset of the campaign.

44 KPI & Key Outcomes • Are there predefined KPIs tied to economic development or tourism outcomes that proposers should align their measurement approach to?

• We aim to define those top KPIs in partnership with the selected campaign partner at the outset of the campaign.

45 KPI & Key Outcomes • When it comes to business, how would you weigh retaining vs attracting businesses?

• Both are equally important.

46 KPI & Key Outcomes • How does GO-Biz define success of this campaign in the short term?

• Improved sentiment of California as a place to start, grow or relocate a business.

47 KPI & Key Outcomes

• What are the top 3–5 non-negotiable outcomes by December 31, 2026 (contract end date)?

• Please reference the key outcomes under section “Program Context”.

48 Baseline Metrics • Can GO-Biz provide current baseline metrics for brand perception, business recruitment inquiries, and tourism sentiment?

• Some of these details will be provided upon selection of a campaign partner, primarily related to tourism sentiment and business attraction efforts.

49 Baseline Metrics • Are there existing research studies, brand audits, or polling data on California's brand perception that can be shared?

50 Baseline Metrics • What baseline data exists today on public sentiment, brand perception, or media tone?

• See question #48

51 Baseline Metrics • Does GO-Biz currently have access to first-party business recruitment or inquiry data that can be used for audience modeling, retargeting, or attribution analysis?

52 Baseline Metrics • Does GO-Biz currently use specific listening or analytics platforms that must be integrated?

53 Priority Industries • Priority Industries: Are there specific sectors (e.g., life sciences, AI, advanced manufacturing) that must receive disproportionate focus?

• You can find more detail on California’s strategic sectors here:

https://jobsfirst.ca.gov/blueprint/. Special consideration may be given to the state’s “pilot sectors”: agtech & farm equipment, life sciences, semiconductors & microelectronics, and space, defense and satellites.

54 Inclusive Definition • In the statement, “Align with the State of California’s mission to foster inclusive economic growth and opportunity for all;” could you please define inclusive? Is there any specific audience group or a hierarchy of audiences/interests?

• In this context, “inclusive” means that no region of California is left behind from an economic development standpoint.

55 Audience Focus • Decision-Maker Definition: How does GO-Biz define “corporate decision-makers”? Are site selectors, private equity, and institutional investors priority segments?

• Yes, those would all be considered corporate decision makers.

Audience Focus • Purpose and Company Expertise Requirements – Key Audiences – Can GO-Biz clarify the key target audiences – domestic visitors or both international and domestic visitors?

https://jobsfirst.ca.gov/blueprint/

• Domestic and international visitors would both be considered secondary target audiences.

57 Audience Focus • You’ve identified a diverse set of audiences, from investors and corporate leaders to regional communities. At the outset of this campaign, does GO-Biz anticipate predefined priority segments, or should audience hierarchy be shaped by on-the-ground research and data insights that reflect where California’s economic momentum is actively building?

• Audience hierarchy should be shaped by research and data insights, along with discussions between the prospective campaign partner and GO-Biz.

58 Audience Focus • Is this a California and U.S.-focused campaign only, or are there international markets we should consider?

• National audiences should be considered over international audiences. The paid media budget is intended for domestic placements only but earned media efforts could extend internationally.

59 Audience Focus • Within the U.S., how do you envision the split between in-state targeting and out-of-state targeting?

• The GO-Biz team is seeking recommendations from the prospective campaign partner.

Recommendations should be shaped by research and data insights, along with

60 Audience Focus • How would GO-Biz prioritize the audiences listed in the RFP? Is there a primary audience that takes precedence (e.g., corporate relocation decision-makers vs. public opinion)?

• The GO-Biz team is seeking recommendations from the prospective campaign partner.

61 Audience Focus • Do you have a hierarchy in terms of the different audiences you want to reach or do you view them all of equal importance?

• See question #60.

62 Audience Focus / Priority

Industries

• Are specific industries priority targets (e.g., life sciences, AI, clean tech, advanced manufacturing)?

• You can find more detail on California’s strategic sectors here:

https://jobsfirst.ca.gov/blueprint/. Special consideration may be given to the state’s

62 Audience Focus / Priority

• Are there any particular industries or types of businesses that we should prioritize or avoid?

• You can find more detail on California’s strategic sectors here:

https://jobsfirst.ca.gov/blueprint/. Special consideration may be given to the state’s

63 Audience Focus / Priority

• Are there specific key industry associations or trade groups we should prioritize speaking to/winning with?

• GO-Biz can work with the campaign partner to suggest and prioritize industry associations and trade groups to engage with to support campaign development.

Specific recommendations prior to the contract award will not be provided. You can find more detail on California’s strategic sectors here:

https://jobsfirst.ca.gov/blueprint/. Special consideration may be given to the state’s

64 Audience focus • Are there any particular types of small businesses we should prioritize or avoid?

• You can find more detail on California’s strategic sectors here:

https://jobsfirst.ca.gov/blueprint/. Special consideration may be given to the state’s

65 Audience focus • Are there priority domestic states and/or international markets for business attraction?

https://jobsfirst.ca.gov/blueprint/

• National audiences should be considered over international audiences. The GO-Biz team is ultimately seeking recommendations from the prospective campaign partner.

66 Audience Focus • The RFP identifies specific target audiences (such as investors, corporate decision-makers, and industry associations) as well as broader audiences within California and nationwide. To help ensure our proposed messaging and media strategy align with your team's priorities, how should proposers approach prioritization among these audiences? Or is your team seeking recommendations from the selected agency partner on audience prioritization?

• The GO-Biz team is seeking recommendations from the prospective campaign partner.

67 Geographic Focus • For the Audience Mapping and Media Plan deliverable, should national/international audiences and international media plans be considered?

• National audiences should be considered over international audiences. The paid media budget is intended for domestic placements only but earned media efforts could extend internationally.

68 Geographic Focus • Is this campaign primarily national, global, or targeted to specific domestic or international markets?

• Primarily focused on California and other, select domestic markets. We are looking to the campaign partner to help shape the final approach in terms of target markets.

69 Geographic Focus • Is there an interest or openness to running this campaign outside of the state of California?

• See question #68.

70 Geographic Focus • Given the reference to demonstrating global reach, do you intend for advertising and/or earned media efforts to include international engagement?

• The paid media budget is intended for domestic placements only but earned media efforts could extend internationally.

Audience Focus/Budget Breakdown

• Audience Mapping and Media Plan – The RFP notes key audiences that learn more B2B focuses such as corporate decision makers, investors, and associations, however there is a goal to also reach the broader Californian and American public. Is there a preferred budget split between tactics designed to reach niche B2B audiences vs. Higher-impact placements such as major sporting events, etc.? Or, are there target sporting events or tentpole media events that the Governor’s Office is interested in advertising in or around?

• We would look to prospective campaign partners to provide a recommended approach to appropriately reach the respective key audiences as outlined in section “Purpose and Company Expertise Requirements”.

72 Audience Focus/Budget

• The RFP asks agencies to note their "global reach." Is any portion of the media budget intended for international placements to drive foreign investment, or is the focus purely domestic? If international, what regions?

• The paid media budget is intended for domestic placements only but earned media efforts could extend internationally.

73 Brand Guidance • Is there an existing California brand framework, messaging architecture, or visual identity that must be incorporated into this campaign?

• Proposers should take into account both GO-Biz's and the Governor’s Office brand framework/messaging architecture/visual identity into the development of this new campaign.

• GO-Biz will provide its brand identity kit to the campaign partner upon project kickoff.

74 Brand Guidance • Is there an existing brand identity kit we can receive? Logo, typography, colors, etc.

• Yes, this will be provided to the campaign partner upon project kickoff.

75 Brand Guidance • Is there an existing brand architecture - brand positioning, tone of voice, visual approach, narrative, etc?

• See question #73.

76 Brand Guidance • Are there existing brand assets, research, or creative territories we should build upon?

• See question #73.

Brand Guidance • What baseline data (e.g., brand sentiment, perception metrics, tourism indicators, business recruitment inquiries) will GO-Biz provide to measure campaign impact?

• Some of these existing details will be provided upon selection of a campaign partner. As noted under the “Scope of Work” section of the RFP, prospective campaign partners should outline how your agency plans to measure the success of the campaign against key performance indicators (KPIs), and how you plan to track and report frequency.

Brand Guidance • Does GO-Biz maintain baseline perception and sentiment metrics tied specifically to business attraction, investment, and economic vitality, or should the selected partner establish a measurement framework during Phase 1 to capture shifts in how California’s innovation ecosystem is understood domestically and globally?

• Some of these existing details will be provided upon selection of a campaign partner. As noted under the “Scope of Work” section of the RFP, prospective campaign partners should outline how your agency plans to measure the success of the campaign against key performance indicators (KPIs), and how you plan to track and report frequency.

80 Earned Media Evaluation • How will earned media performance be evaluated—volume, Tier 1 placement, sentiment, message pull-through, or share of voice?

• All of the above.

81 Media Strategy • How should this campaign align with Visit California or other state marketing entities?

• The campaign should be complementary in tone and overall positioning to broader

State marketing efforts. However, it is not required to directly mirror, replicate, or formally align with existing Visit California campaigns.

82 Media Strategy • From a paid media perspective, should non-digital engagement be considered, such as

Out-of-Home, terrestrial radio and television and/or print media?

• Yes.

83 Media Strategy • The RFP references influencer engagement as part of the campaign strategy. Could GO- Biz clarify how they are currently envisioning influencer participation — for example, nano/micro community-based creators, macro/statewide reach creators, industry thought leaders, or a blended model? Additionally, are there existing state guidelines or procurement constraints that should inform influencer tiering, compensation, or content approvals.

• We are open to all different approaches in terms of influencer engagement, as long as they deliver on the campaign objectives. There are no existing state guidelines in regard to influencer engagement; we will work with the selected campaign partner during the contracting phase to ensure alignment in this area.

84 Media Strategy • In the Desired Deliverables section, the RFP references select state social media accounts. Could GO-Biz clarify the anticipated scope — specifically:

o How many accounts are currently active?

o Are these across multiple platforms or multiple accounts within a single platform (e.g., multiple Instagram properties)?

o Will account management include content publishing only, or full community management and reporting responsibilities?

• These details will ultimately be determined in partnership with the selected campaign partner, but we anticipate sharing campaign content from at least 3-5 different social media accounts across various platforms. Depending on the final social media strategy, this may or may not include account management beyond simply providing final assets for posting.

85 Media Strategy • Are there specific items you’d like agencies to review in responding to the question:

“Provide your assessment of California’s current brand position”? Are there any existing paid media efforts we should evaluate?

• Proposers should take into account both GO-Biz's and Governor Office’s brand framework/messaging architecture/visual identity into the development of this new campaign. GO-Biz does not have existing paid media efforts in this space.

86 Media Strategy • Is spec creative expected to be included in the proposal submission?

• Speculative creative work is not a requirement. Any additional content that prospective campaign partners choose to include, including case studies or speculative creative work, does count towards the 25-page limit.

87 Messaging Guardrails • Are there specific tone, legal, or political guardrails when addressing misinformation or partisan narratives?

• Yes, and those will be discussed in detail upon selection of a campaign partner.

88 Messaging Guardrails • What role should tourism messaging play relative to economic development messaging?

• A complementary but not leading role.

89 Messaging Guardrails • Are any messages, topics, or proof points you want to stay away from?

• Yes, and those will be discussed in detail upon selection of a campaign partner.

90 Messaging Targets • Are there any specific myths you are seeking to dispel that you can share with us?

• A primary misconception the campaign should address is the narrative that California is a poor place to start, operate, or grow a business. The campaign should help counter this perception by reinforcing California’s strengths as a competitive, innovative, and opportunity-rich business environment.

91 Website Scope/IT • Is GO-Biz expecting a new standalone campaign website, or a refresh of existing digital properties?

• The RFP includes website design and development but does not mandate whether this must be a net-new standalone website versus a refresh/enhancement of existing State digital properties. A separate campaign website may be proposed as part of the recommended approach; if created outside of State-owned infrastructure, it may be transitioned to GO-Biz as part of campaign wind-down to support continuity and long-term ownership. Proposers may recommend an approach (refresh of existing properties, a campaign landing experience, or a combination) that best supports the overall campaign strategy, distribution, and measurement—subject to GO-Biz coordination/approval and compliance with applicable accessibility and security/privacy requirements.

92 Website Scope/IT • Will the selected agency manage owned social channels directly, or provide content/toolkits for internal teams?

• GO-Biz anticipates a hybrid model:

a. State-owned social channels: These accounts will not be managed by outside campaign partners. The selected agency should plan to provide content/toolkits, creative assets, posting guidance, and recommended calendars/playbooks for GO-Biz (or other State entity) internal teams to publish.

b. New campaign accounts (if created as part of the engagement): GO-Biz anticipates that new social and digital accounts may be created to support campaign strategy, which would be set up & managed by the selected agency.

Any such non-State accounts used during the campaign may eventually be transferred to the State during campaign wind-down, consistent with continuity needs.

c. Data / reporting: Regardless of who executes posting, the contractor must comply with the RFP’s Data Ownership and Governance requirements—GO- Biz is the sole and exclusive owner of all campaign creative and all raw/log-level/derived data, with full access and unlimited export rights in a standard, machine-readable format, and with State data segregated (no co-mingling/monetization).

93 Website Scope/IT • Website Scope & IT Constraints: Is this a new campaign platform or integration into existing state infrastructure? Are there required CMS, hosting, accessibility, or security standards?

• The RFP includes website design and development but does not mandate whether this must be a net-new standalone website versus a refresh/enhancement of existing State digital properties. A separate campaign website may be proposed as part of the recommended approach; if created outside of State-owned infrastructure, it may be transitioned to GO-Biz as part of campaign wind-down to support continuity and long-term ownership. For planning purposes, GO-Biz’s standard web platform is WordPress with a Divi root theme and the California State Template as a child theme. Proposers may recommend an approach (refresh of existing properties, a campaign landing experience, or a combination) that best supports the overall campaign strategy, distribution, and measurement—subject to GO-Biz coordination/approval and compliance with applicable accessibility and security/privacy requirements.

• The RFP does not prescribe a specific CMS or hosting provider; however, any web deliverables must meet accessibility requirements (WCAG 2.1 Level AA minimum;

WCAG 2.2 Level AA preferred).

• Security controls must align with State requirements, including SAM 5300 Minimum Security Controls and applicable SIMM security standards; at a minimum, controls should be planned and implemented consistent with FIPS and NIST SP 800-53, and coordinated with CDT/OIS policies where applicable.

GO-Biz is the sole and exclusive owner of campaign creative and all raw/log/derived data; proposers must provide full access and unlimited export rights in standard, machine-readable formats and ensure State data is segregated (no co-mingling/monetization).

94 Website Scope/IT • Will website development require integration into an existing State CMS platform, or may proposers recommend and host a new solution?

• The RFP includes website design and development but does not prescribe a specific State CMS or hosting solution. Proposers may recommend either integration with existing State web infrastructure or a proposer-hosted solution, subject to GO-Biz coordination/approval and compliance with the RFP’s requirements, including accessibility (WCAG 2.1 Level AA minimum; WCAG 2.2 Level AA preferred), security/privacy, and State data ownership/governance.

• Security controls must align with State requirements, including SAM 5300 Minimum Security Controls and applicable SIMM security standards; at a minimum, controls should be planned and implemented consistent with FIPS and NIST SP 800-53.

95 Website Scope/IT • Are there required CMS, hosting, accessibility, or security standards?

• The RFP does not mandate a specific CMS or hosting provider. Any proposed approach must meet accessibility requirements (WCAG 2.1 Level AA minimum; WCAG 2.2 Level AA preferred).

• For planning purposes, GO-Biz’s standard web platform is WordPress with a Divi root theme and the California State Template as a child theme. Proposers should ensure compatibility or clearly describe any alternative approach and transition implications.

• Security controls must align with State requirements, including SAM 5300 Minimum Security Controls and applicable SIMM security standards; at a minimum, controls should be planned and implemented consistent with FIPS and NIST SP 800-53.

• GO-Biz shall be the sole and exclusive owner of campaign creative and all raw/log/derived campaign data; proposers must provide full access and unlimited export rights in standard, machine-readable formats and ensure State data is segregated (no co-mingling/monetization).

96 Website Scope/IT • Are there state IT or cybersecurity compliance processes that could affect ad tech stack choices?

• Yes. Proposed ad tech and measurement tooling may be subject to State security and privacy compliance processes that can affect allowable platforms, integrations, and implementation patterns. This can be present where tools introduce third-party code on State web properties or involve collection/processing of data.

• At a minimum:

o Security control framework alignment: State entities must plan and implement security controls consistent with SAM 5300 Minimum Security Controls, including use of FIPS and NIST SP 800-53.

o State security standards / parameters: The State’s security policy framework is organized under SIMM 5300. Certain detailed State-defined security parameters (SIMM 5300-A) are confidential and vendor access is typically managed under NDA during procurements, which can influence how security requirements are validated for specific technologies.

o Privacy assessment process: For new or modified systems/solutions that collect/process personal information (which can include certain analytics/advertising implementations), the State uses a Privacy Threshold Assessment / Privacy Impact Assessment process under SIMM 5310-C, which may impact the selection/configuration of tracking, pixels, and measurement solutions.

o Website privacy posture: State web implementations are expected to limit collection and safeguard personal information consistent with State web privacy policy, which can constrain use of third-party tracking technologies.

o Proposers should describe how their proposed ad tech stack will meet these requirements (e.g., data minimization, configuration to avoid collection of sensitive/PII, role-based access, and audit-ready documentation), while still meeting the RFP’s data ownership, access, exportability, and segregation expectations.

97 Launch Timing • Is there a required launch window tied to legislative sessions, the 2026 World Cup, or other tentpole moments?

• No, not necessarily.

98 Launch Timing • With the 2026 World Cup beginning in June, does GO-Biz have a target in-market date for the first wave of campaign assets? Website launch?

• No, not necessarily. Agencies should propose a campaign timeline, with the understanding that the campaign needs to run to completion by the end of December 2026.

99 Launch Timing • Is there an expected target launch date tied to major events (e.g., 2026 World Cup), or should agencies propose the campaign timeline?

• Agencies should propose a campaign timeline, with the understanding that major campaign deliverables and creative content should all be finished by the end of December 2026.

100 Launch Timing • Are there any milestones or cultural moments that assets must be deployed during?

• No, not necessarily.

101 Leadership Participation • As we consider earned media and high-visibility storytelling, will participation from senior state leadership, including the Governor, be integrated into the communications strategy? If so, are there established parameters for executive engagement that should guide how we structure narrative amplification across platforms?

• Participation from senior state leadership, while certainly possible, should not be a determinate in developing the overarching communications strategy. The Governor’s Office communications team will review and approve select deliverables throughout the project, in coordination with GO-Biz as the project lead.

102 Approval Layers • What level of review and approval will be required from the Governor’s communications team?

• The Governor’s Office communications team will review and approve select deliverables throughout the project, in coordination with GO-Biz as the project lead.

103 Approval Layers • How many approval layers should be assumed for creative, messaging, and media deployment?

• This will be dependent upon the deliverable, but a minimum of two layers of review for any key deliverable.

104 Approval Layers • Will earned media messaging require coordination and approval through the Governor’s Office prior to release?

• The Governor’s Office communications team will review and approve select deliverables throughout the project, including earned media messaging, in coordination with GO-Biz as the project lead.

105 Approval Layers • How closely will the Governor’s Office and/or other state agencies be involved in message approval, campaign execution, and earned media strategy?

• The Governor’s Office communications team will review and approve select deliverables throughout the project, including campaign creative and earned media messaging, in coordination with GO-Biz as the project lead.

106 Approval Layers • Will there be a centralized decision-making body, or multi-agency review (GO-Biz +Governor’s Office + others)?

• The Governor’s Office communications team will review and approve select deliverables throughout the project, including campaign creative and earned media messaging, in coordination with GO-Biz as the project lead.

107 Data Ownership • The RFP notes that GO-Biz shall be the sole and exclusive owner of all raw data. To ensure alignment with that requirement, could GO-Biz clarify whether existing social and digital accounts will be made accessible to the Agency of Record for management, or whether new accounts are anticipated as part of the engagement? Additionally, are there preferred governance protocols regarding account creation, administrative access, and long-term data continuity?

• We anticipate that as part of the campaign development, new social/digital accounts may be created. Existing social/digital accounts owned and managed by state entities may be incorporated into aspects of the campaign, depending on overall campaign strategy & messaging development. Any state-owned accounts would not be managed in any way by outside campaign partners, and any accounts created outside of the state’s control may eventually be transferred to the state as a part of the campaign wind down process.

• Consistent with the RFP, GO-Biz shall be the sole and exclusive owner of campaign creative and all raw/log/derived campaign data; proposers must provide GO-Biz full access and unlimited export rights in standard, machine-readable formats and ensure State data is segregated (no co-mingling/monetization).

108 Data Ownership • Does the State require campaign data to reside in a State-controlled environment, or is agency-hosted infrastructure acceptable provided full data ownership and export rights are guaranteed?

• The RFP does not require campaign data to reside in a State-controlled environment.

Agency-hosted infrastructure is acceptable provided the proposer ensures GO-Biz’s sole ownership of campaign data, continuous access, unlimited export rights in standard, machine-readable formats, and segregation of State data (no co-mingling/monetization), consistent with the RFP’s security/privacy and data governance requirements. Security controls must align with State requirements, including SAM 5300 Minimum Security Controls and applicable SIMM security standards; at a minimum, controls should be planned and implemented consistent with FIPS and NIST SP 800-53.

109 Data Ownership • To ensure the most robust compliance with the 2026 CPPA 'Service Provider' requirements and the DROP (Delete Request and Opt-out Platform) protocols, can GO- Biz clarify the intended technical architecture for the 'exclusive ownership' of log-level data? Specifically, does the State have a preferred 'Data Clean Room' or 'Service Provider Agreement' (SPA) template that addresses the privacy restrictions of major media platforms (Google, Meta, etc.) while fulfilling the State’s data ownership requirements?

• The RFP does not prescribe a specific technical architecture (e.g., a required data clean room) for “exclusive ownership” of log-level data, nor does it identify a State-preferred clean room product. The State has not provided a preferred Service Provider Agreement (SPA) template within this RFP. Proposers should describe an approach that accommodates media platform privacy restrictions while ensuring GO-Biz’s exclusive ownership of campaign data, continuous access, unlimited export rights in standard, machine-readable formats, and segregation of State data, consistent with the RFP and applicable security/privacy requirements. Security controls must align with State requirements, including SAM 5300 Minimum Security Controls and applicable SIMM security standards; at a minimum, controls should be planned and implemented consistent with FIPS and NIST SP 800-53.

110 Data Delivery • Beyond ownership and portability requirements, how frequently must raw log-level data be delivered, and in what format?

• The RFP does not mandate a specific delivery cadence or a single file format. Proposers must provide GO-Biz full access and unlimited export rights to all raw/log/derived campaign data in standard, machine-readable formats. GO-Biz anticipates regular deliveries aligned to reporting cadence (e.g., weekly during active campaign flights) plus a final complete export at closeout. Acceptable formats include CSV (for tabular logs) and/or JSON (where platform schemas require), with accompanying data dictionary/schema documentation.

111 Reports • What reporting cadence is expected (weekly dashboards vs. monthly executive summaries)?

• GO-Biz anticipates requiring regular campaign updates, likely on a weekly basis, to monitor performance and make timely adjustments as needed.

• The final reporting cadence, format (e.g., dashboards, executive summaries), and level of detail will be determined with the campaign partner.

Attribution Framework • Does GO-Biz have an existing framework tying campaign exposure to business relocation/expansion inquiries, or should this be developed?

• We would look to develop this in coordination with our selected campaign partner.

Contract Scope & Term • Is the intention that proposers deliver on the entire scope of work and expend the full, reasonable budget within the nine month contract term or is GO-Biz looking for a recommendation for what can be accomplished within that term?

• There is some flexibility in terms of wrapping up final contract reporting and invoicing through early 2027. We expect to work with the campaign partner on how to most effectively close out the project, including both media/creative and administrative elements. While administrative and other close-out details can be finalized and wrapped up through early 2027, major campaign deliverables and creative content should all be completed by the end of December 2026. Media flights are able to continue into early 2027, as long as they are launched in market by the end of

Contract Scope & Term • Given the nine month contract term, what time should proposers factor into timelines for GO-Biz to review and approve major deliverables?

• Review timelines may vary depending on the complexity and scope of each deliverable;

however, GO-Biz will make reasonable efforts to complete reviews and provide feedback as expeditiously as possible within the anticipated review period.

Campaign Timeframe • From GO-Biz’s perspective, should this engagement be structured primarily as a time-bound initiative tied to upcoming global events, or as the foundation of a long-term narrative platform that reflects how innovation in California grows from community to global scale?

• Agencies should structure the campaign as a time-bound initiative but not one necessarily tied to upcoming global events. There is some flexibility in terms of wrapping up final contract reporting and invoicing through early 2027. We expect to work with the campaign partner on how to most effectively close out the project, including both media/creative and administrative elements. While administrative and other close-out details can be finalized and wrapped up through early 2027, major campaign deliverables and creative content should all be completed by the end of December 2026. Media flights are able to continue into early 2027, as long as they are launched in market by the end of December 2026.

Project Timing • Is there a plan for this effort to continue past this calendar year?

There is some flexibility in terms of wrapping up final contract reporting and invoicing through early 2027. We expect to work with the campaign partner on how to most effectively close out the project, including both media/creative and administrative elements. While administrative and other close-out details can be finalized and wrapped up through early 2027, major campaign deliverables and creative content should all be completed by the end of December 2026. Media flights are able to continue into early 2027, as long as they are launched in market by the end of

Project Timing • Is this intended as a one-time reputational reset, or the foundation of a multi-year brand platform?

This project is currently intended and funded as a one-time campaign.

Project Timing • The RFP states that the contract end date is 12/31/26. Does all campaign reporting and invoicing need to be completed and delivered to GO-Biz by 12/31/26? Or can the paid media and outreach campaign run through 12/31/26 and final contract reporting and invoicing be completed and developed to GO-Biz in the first few months of 2027?

There is some flexibility in terms of wrapping up final contract reporting and invoicing through early 2027. We expect to work with the campaign partner on how to most effectively close out the project, including both media/creative and administrative elements. While administrative and other close-out details can be finalized and wrapped up through early 2027, major campaign deliverables and creative content should all be completed by the end of December 2026. Media flights are able to continue into early 2027, as long as they are launched in market by the end of

NEW QUESTIONS

Questions received as of 3/4/26

119 Incumbent • Is there a currently active agency or incumbent handling any portion of GO-Biz brand or communications work that the selected agency would need to coordinate with or transition from?

120 Incumbent • Is there an incumbent agency currently performing these services, or is this a new initiative following a previous pilot?

• There is no incumbent agency. This is a brand-new initiative with no previous pilot.

121 Budget Format • The RFP references a Budget Form (Attachment B) in an Excel file format, but we don't see a downloadable Excel sheet included with the solicitation documents. We're happy to recreate the form as provided in the RFP in Excel, but wanted to confirm there isn't an actual Excel file provided that we should be working from.

122 Budget Breakdown • The budget is noted as up to $19M with up to $14M to be reserved for paid media hard costs. Can you confirm if a paid media management fee (e.g. 10% agency fee) can be included in the remaining budget?

• Any management fees associated with the media buy(s) should be included in the media portion of the budget.

123 Budget Breakdown • Should the costs for trusted messengers and influencers be categorized under the

$14M paid media bucket or the remaining $5M agency/production bucket?

• Any paid influencers/trusted messengers should be included in the paid media bucket, which is up to $14M in total.

124 Budget Breakdown • Do technology and platform costs draw from the paid media budget or the non-media budget? Specifically: DSP platform fees, third-party audience data fees, brand safety tools, measurement and attribution platforms, and social listening tools.

• GO-Biz is open to where those costs reside in the budget between the media bucket and agency fee bucket, as long as there is clear rationale attached to the decision.

125 Budget Breakdown/Website Scope/IT

• The $14M is for ad-serving fees and working media only. Will the state provide its own AdServer/DSP seats, or does GO-Biz expect the contractor to provide the tech stack within the agency fee portion of the budget?

• GO-Biz expects the contractor to provide the tech stack. GO-Biz is open to where those costs reside in the budget between the media bucket and agency fee bucket, as long as there is clear rationale attached to the decision.

126 Budget Breakdown/Media Strategy

• Is there an expectation to include influencers? If so, is that included in the $14M?

• See questions 83 and 123

127 Media Strategy • Is the up to $14M media…