2023-OPA-000155 Paid Media and Creative Support for Student Loan Support Network

The California Department of Financial Protection and Innovation (DFPI) has issued a Request for Proposal (RFP) #2023-OPA-000155 for Paid Media and Creative Support for the Student Loan Support Network. The RFP seeks proposals from qualified vendors to provide paid media, creative, and campaign support services for the launch and ongoing promotion of the Student Loan Empowerment (SLE) Network, which consists of 2 Stream 1 grantees and 13 Stream 2 grantees located across the state. The campaign will focus on driving awareness of the SLE Network and increasing engagement with its services, with key performance indicators tracking paid media impressions, website conversions, and total individuals served. Proposals are due by 4/26/2024 at 3PM PST, and the total budget for this two-year contract shall not exceed $350,000, with 85% of the budget allocated for media spend.

The RFP offers a 5% preference for State of California certified small and micro businesses. There is no incumbent, but DFPI will be conducting initial marketing efforts outside of this contract prior to the public launch of the SLE Network in June 2024. DFPI will provide previously conducted research and data on student loan borrowers in California to support messaging and media planning.