RFP 25-3026, CFAP Expansion Marketing and Media Outreach Campaign
Closed State & local contract opportunity Posted
- Solicitation number
- 0000036732
- State
- California
- Responses due
Opportunity facts
- NIGP codes
- UNSPSC codes
- 80141626 Promotional program management service
- 80171603 Publicity and marketing advisory service
- 80141500 Market research
- 80171605 Press release and media kit service
- 82101900 Media placement and fulfillment
- 80141505 Marketing plans
- 80141612 Sales or marketing programs
- 80141700 Distribution
- 80171600 Publicity and marketing support services
- 80171604 Public information campaign service
- Point of contact
-
- Cierra Dalberg cierra.dalberg@dss.ca.gov
Opportunity details come from caleprocure.ca.gov. Updated .
About this opportunity
The California Department of Social Services (CDSS) is seeking proposals through RFP 25-3026 for a statewide California Food Assistance Program (CFAP) expansion marketing and media outreach campaign. The primary objective is to develop a comprehensive multi-media campaign targeting newly eligible noncitizens, including households with undocumented individuals and indigenous agricultural worker communities. Key deliverables include culturally inclusive messaging designed to build trust, reduce misconceptions, and increase CFAP participation and program retention. Proposers must design a campaign that provides effective communication with awareness and understanding of sociocultural factors to promote equity and improve access to food benefits. The RFP requires detailed submissions, including a work plan, budget summary, cost proposal, and various certification forms. The proposal is due on November 14, 2025, with a posting date of September 19, 2025. Evaluation criteria will likely include the proposer's ability to create culturally sensitive outreach materials, demonstrate understanding of the target populations, and provide a comprehensive marketing strategy.
The RFP includes several set-aside and diversity requirements, notably the Disabled Veteran Business Enterprise (DVBE) Program Requirements outlined in Exhibit 1. Proposers must complete various compliance certifications, including the Iran Contracting Act Verification Form, Darfur Contracting Act Certification, and California Civil Rights Laws Certification. The contract appears to have provisions for subcontractor participation and requires detailed documentation of business qualifications. While a specific budget range is not explicitly stated, the comprehensive nature of the RFP suggests a significant investment in a statewide marketing campaign. Potential contractors must submit multiple attachments demonstrating their qualifications, including reference forms, proposer certification sheets, and personnel budget details. The contract seems designed to encourage participation from diverse businesses, particularly those owned by disabled veterans and those representing the communities being served.
Opportunity text
The purpose of this RFP is for CDSS to obtain proposals from qualified Contractors in order to award an agreement to develop and conduct a statewide California Food Assistance Program (CFAP) expansion marketing and media outreach campaign, hereinafter referred to as the Campaign Plan, that will serve newly eligible noncitizens. The objectives of the Campaign Plan are to design and develop a marketing and media outreach campaign using multi-media methods to promote the new CFAP expansion and eligibility criteria, to increase CFAP participation, and to promote program retention for eligible Californians. Successful awareness efforts shall provide culturally inclusive messaging and outreach materials that build trust and reduce misconceptions about CFAP participation and enable potentially eligible individuals to make informed decisions to participate in CFAP. ¿Culturally inclusive messaging,¿ for the purposes of this Agreement, is defined as effective communication with awareness, respect, and understanding of sociocultural factors to promote equity and the goal of improving access to CFAP food benefits. The Campaign Plan must focus its activities on the Focused Population, including households with noncitizens, undocumented individuals, and noncitizens living in indigenous agricultural worker communities within California.
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