CHP 25C094000 RFP digital marketing and advertising

The California Highway Patrol (CHP) has issued a Request for Proposal (RFP) for Digital Marketing and Advertising Campaign Services targeting the CHP Uniformed Hiring Section's Recruitment Unit. The procurement seeks a professional contractor to develop and implement comprehensive marketing campaigns focused on educating the public about impaired driving and supporting CHP recruitment efforts. The contract will span three years, from July 1, 2025, through June 30, 2028, with potential two optional one-year extensions. Proposers must demonstrate at least three years of experience in advertising and marketing for government clients, with specific capabilities in digital marketing, programmatic advertising, and integrated communication strategies. Key deliverables include developing digital marketing strategies, executing media buys, creating creative services, conducting pre-campaign research, and providing comprehensive reporting. The RFP establishes specific performance indicators, including increasing online applications by 10% annually, improving Physical Ability Test show rates, ensuring demographic representation, and increasing Applicant Preparation Program attendance. Proposals are due on March 24, 2025, with an anticipated Notice of Intent to Award on or around April 9, 2025.

The RFP includes a 5% Disabled Veteran Business Enterprise (DVBE) participation requirement, which mandates that proposers demonstrate commitment to supporting veteran-owned businesses. The total budget for the agreement is $6,900,000, with an estimated $600,000 allocated annually across State Fiscal Years. Proposers must develop advertising campaigns that effectively reach California's diverse populations, with a focus on creating inclusive and targeted marketing strategies. The contract will require comprehensive digital marketing approaches that span multiple media platforms, ensuring broad and effective communication with potential CHP recruits and the general public. While no incumbent vendor is specifically mentioned, the RFP suggests a competitive selection process that will evaluate proposers based on their ability to meet the CHP's specific marketing and recruitment objectives. The procurement aims to select a contractor with proven expertise in developing sophisticated, multi-channel marketing campaigns that can effectively support the CHP's recruitment and public safety education goals.