RFP FTB-2526-00492 CalEITC Advertising Campaign

The California Franchise Tax Board (FTB) has issued Request for Proposal (RFP) FTB-2526-00492 seeking a qualified vendor to provide creative design and advertising services for the CalEITC Advertising Campaign. The primary objective is to increase the number of tax credits issued to eligible Californians, specifically targeting California Earned Income Tax Credit (CalEITC), Young Child Tax Credit (YCTC), and Foster Youth Tax Credit (FYTC), while promoting services like MyFTB, CalFile, Direct File, and Volunteer Income Tax Assistance (VITA). The selected contractor will be responsible for developing creative content, creating a comprehensive advertising plan, and securing placements across traditional and digital media platforms in five major California metropolitan areas: Sacramento, San Francisco Bay Area, Los Angeles, San Diego, and Fresno. Proposals are due on November 7, 2025, by 5:00 PM Pacific Time via email, with evaluation and selection occurring from November 10-14, 2025. The evaluation methodology allocates 70% of points (490 maximum) to non-cost qualifications and 30% (210 points) to cost, requiring a minimum of 368 non-cost points to advance to cost evaluation. Proposers must demonstrate at least five years of experience in media and advertising campaigns, with capabilities in creative design, out-of-home advertising, digital marketing, social media, radio production, and ethnic/community media outreach.

The RFP includes a mandatory Disabled Veteran Business Enterprise (DVBE) participation requirement of 3%, with incentive points available for exceeding this threshold up to 5%. Additional optional preferences include Small Business Preference (5%), Non-Small Business Subcontractor Preference (5%), and Target Area Contract Preference Act (TACPA) benefits. The contract is anticipated to run from December 1, 2025, through June 30, 2026, with the advertising campaign specifically scheduled from February 1, 2026, through April 18, 2026. The total contract budget is $435,000, and proposers must provide comprehensive documentation including an advertising plan, creative samples, audience research, media placements, and status reports. Contractors must comply with California Consumer Privacy Act requirements and maintain comprehensive insurance coverage, including general liability ($1,000,000 per occurrence/$2,000,000 aggregate), professional liability ($1,000,000 per occurrence/$2,000,000 aggregate), and workers' compensation insurance. Deliverables include printed posters, transit shelter billboards, audio ad production, ethnic and community media placements, social media advertising, and comprehensive reporting throughout the campaign.