RFP 24-10158 Cal Fresh Healthy Living Advertising and Public Relations Social Marketing Campaign

The California Department of Public Health (CDPH) is soliciting proposals for RFP 24-10158, seeking a qualified advertising and public relations agency to develop and conduct a comprehensive English- and Spanish-language statewide social marketing campaign supporting the CalFresh Healthy Living program. The contract will run from May 19, 2025, through September 30, 2029, with a potential two-year extension option. Key deliverables include strategic planning, formative research, creative concept development, public relations and community engagement, media evaluation, and project management services. Proposing firms must operate a full-service advertising/PR agency with minimum annual gross billings of $10 million and maintain a California office with at least 30 employees. Important procurement dates include a pre-proposal videoconference on January 14, 2025, with questions due by January 21, 2025, a mandatory non-binding letter of intent due February 18, 2025, and proposals due February 25, 2025, at 3 PM PT. Potential vendors will be evaluated on their previous experience, proposed personnel, strategic approach, and comprehensive campaign methodology.

The RFP includes specific set-aside requirements, mandating a minimum 3% Disabled Veteran Business Enterprise (DVBE) participation for proposals exceeding $5,000, with non-compliant proposals deemed non-responsive. Additional preferences are available for Small Business/Microbusiness (5%), Non-Small Business Subcontractors (5%), and Target Area Contract Preference Act (TACPA) participants (up to 9%). The maximum contract value is $43.5 million, with fully burdened rates that must include operating expenses, labor, equipment costs, supplies, overhead, annual inflation adjustments, profit margin, taxes, and shipping. Proposing firms must complete an extensive documentation packet comprising 23 required forms and certifications, including disclosures on business information, qualifications, conflict of interest, civil rights, and compliance with various state contracting regulations. The contract is deliverables-based, and proposals will be assessed on their ability to create an impactful social marketing campaign that effectively communicates CalFresh Healthy Living program objectives to diverse California communities.