RFP FTB-2627-00432 CalEITC Advertising Campaign

The California Franchise Tax Board is requesting proposals for creative design and digital advertising services to support the California Earned Income Tax Credit (CalEITC) Advertising Campaign under RFP FTB-2627-00432, with proposals due October 26, 2026 at 3:00 PM Pacific Time. A mandatory minimum 3% Disabled Veteran Business Enterprise (DVBE) participation requirement applies; failure to comply results in disqualification. Addendum 1, posted October 12, 2026, revises the cost worksheet and supersedes prior language—proposers must use the revised package.

The scope encompasses audience research and insights, a comprehensive advertising plan, a media inclusion plan compliant with Assembly Bill 1511, creative assets (minimum 20 digital graphics, minimum 2 digital videos, and minimum 4 digital audio files), status reports, a final report, and implementation and management services across five geographic regions: Sacramento, San Francisco Bay Area, Fresno, Los Angeles, and San Diego. The campaign targets vulnerable populations including students, immigrants, senior citizens, and low-income households and will promote CalEITC, Young Child Tax Credit (YCTC), Foster Youth Tax Credit (FYTC), MyFTB, CalFile, and Volunteer Income Tax Assistance (VITA). Proposers must demonstrate at least five years of experience designing and administering media and advertising campaigns, maintain California Secretary of State registration, comply with the California Consumer Privacy Act, and perform primary work from a California office location.

The anticipated contract value is $450,000 per year, with an optional second year at the FTB's sole discretion, totaling up to $900,000. The contract term runs November 24, 2026 through June 30, 2027, with the advertising campaign scheduled February 1 through April 15, 2027. Evaluation uses 70% weight on non-cost qualifications and 30% on cost (1,000 total points); proposers must achieve a minimum 525 non-cost points to proceed to cost evaluation. Optional preferences include a 5% Small Business Preference and a 5% DVBE Incentive for participation exceeding 3%. Target Area Contract Preference Act (TACPA) benefits apply to eligible California-based firms. Evaluation and selection occur October 26 through November 6, 2026, with intent-to-award notification on November 9, 2026, and contract award and execution within ten State business days thereafter. Questions should be directed to Julia Gutierrez, Procurement Official, at Julia.Gutierrez@ftb.ca.gov or (916) 845-7772, with a copy to Doral.Valley@ftb.ca.gov.