RFP FTB-2425-00232-001 CalEITC Advertising Campaign

The California Franchise Tax Board (FTB) has issued a Request for Proposal (RFP) FTB-2425-00232-001 seeking a qualified vendor to provide creative design and advertising services for the California Earned Income Tax Credit (CalEITC) Advertising Campaign. The primary objective is to raise awareness and encourage eligible Californians to take advantage of critical tax resources, including CalEITC, Young Child Tax Credit (YCTC), Foster Youth Tax Credit (FYTC), MyFTB, CalFile, Direct File, and Volunteer Income Tax Assistance (VITA). The selected contractor will be responsible for developing creative content, creating an advertising plan, securing placements across traditional and digital media formats, and proposing additional advertising opportunities that align with FTB's goals. Proposal submissions were due on November 25, 2024, by 5:00 PM Pacific Time, with proposals to be submitted via email to specific FTB contacts. The evaluation will utilize a comprehensive point system, allocating 70% (420 points) to non-cost factors and 30% (180 points) to cost factors, totaling 600 possible points before preferences. The anticipated contract term spans from mid-December 2024 through June 30, 2025, covering multiple California jurisdictions including Los Angeles, San Diego, San Francisco, and Sacramento counties.

The RFP mandates a three percent (3%) Disabled Veteran Business Enterprise (DVBE) participation requirement, with potential incentives for higher DVBE participation up to 5%. Additional preferences include a 5% Small Business preference and potential Target Area Contract Preference Act (TACPA) benefits up to 9%. Contractors must demonstrate at least five years of business experience in designing and administering media/advertising campaigns, with senior principals having ten years of relevant experience. The total contract budget is set at $140,000, which encompasses all deliverables outlined in the Scope of Work, including specific advertising requirements such as 40 poster installations and 70 transit shelter billboard placements. An Intent to Award document indicates that RadioWave Marketing and Promotions is the anticipated contract recipient, though this is not a final binding commitment. Bidders were required to submit comprehensive proposals demonstrating capability to reach diverse California populations, including low-income households, students, immigrants, and senior citizens, with a focus on effective public education campaign strategies.