ABLE01-25 - Marketing Services

The California ABLE Act Board is seeking a marketing services firm through Request for Proposals (RFP) No. ABLE01-25 to develop and implement comprehensive marketing strategies for the CalABLE Program, a 529A qualified savings program for individuals with disabilities. The selected contractor will be responsible for creating a targeted marketing plan to increase program enrollment to approximately 22,000 funded accounts by March 31, 2027, with a focus on developing campaigns across digital, print, broadcast, social media, and community outreach channels. Key deliverables include developing culturally competent and accessible marketing materials, conducting market research, tracking conversions, and producing weekly, monthly, and quarterly performance reports. The ideal firm must have a minimum of three years of experience marketing to disability consumer demographics and will be evaluated based on background, marketing expertise, campaign strategies, references, and cost. The RFP was posted on May 6, 2025, with proposals due by June 5, 2025, for a contract term spanning July 7, 2025 through July 6, 2027, with a potential one-year extension.

The procurement includes several set-aside and preference considerations, specifically targeting small businesses, disabled veteran business enterprises (DVBE), and incorporating target area contract preferences. The contract has a total value not to exceed $750,000, with an annual budget of $250,000 that includes paid-media expenditures and potential for additional funding. Travel expenses are capped at $10,000 annually, and the contractor will be expected to support marketing efforts involving ambassadors selected by CalABLE. The marketing strategy must address diverse demographics, including Black/Latino communities, unhoused populations, and rural Californians, with translation capabilities for materials in up to 11 languages such as Spanish, French, and Mandarin. Proposing firms will need to demonstrate ability to work across multiple platforms including Facebook, Instagram, and LinkedIn, and provide materials that are accessible to under-represented populations. CalABLE will support the selected contractor by providing existing market research, enrollment data, and brand assets to facilitate the marketing efforts.