RFP #25C066000 CHP Marketing and Advertising Campaign Services

The California Highway Patrol (CHP) has issued Request for Proposal #25C066000 for Marketing and Advertising Campaign Services targeting the Impaired Driving Section (IDS). The primary objective is to develop and implement a comprehensive marketing and advertising campaign focused on educating the public and increasing awareness about impaired driving incidents across California's diverse populations. The selected contractor will be responsible for creating cost-effective advertising activities that support the CHP's mission of reducing impaired driving. Proposals are due by February 14, 2025, at 3:00 PM, with a contract anticipated to start on July 1, 2025, and run through June 30, 2026, with an option for one additional one-year renewal. The evaluation will be conducted using a highest-scored approach, with 800 points available for technical evaluation (requiring a minimum of 560 points), 300 points for cost evaluation, and potential additional incentive points. Proposers must submit hard copy proposals and will be evaluated on their ability to develop creative concepts, execute media buys, conduct market research, and create targeted advertising materials addressing impaired driving awareness.

The procurement allows for potential preference points for Small Businesses and Disabled Veteran Business Enterprises (DVBE), with DVBE participation requirements currently waived but incentive points ranging from 1-5% available based on DVBE commitment levels. Small businesses can receive up to 5% preference by being certified or subcontracting at least 25% to certified small businesses. The current incumbent is D. Augustine & Associates, and the contract has a maximum budget of $600,000 for the initial one-year term. The budget breakdown includes $55,500 for personnel costs, $495,500 for direct costs such as media buys, sponsorships, and materials, and $49,000 for fees and profit. Contractors will work collaboratively with the CHP's DDP coordinator and will not have direct access to CHP social media accounts. The Target Area Contract Preference Act (TACPA) may also factor into vendor location evaluation, and all media efforts must be focused within California, targeting specific demographics and locations of concern regarding impaired driving.