California eProcure #RFP FTB-2627-00432

FTB CalEITC Creative and Digital Advertising Campaign

The California Franchise Tax Board is seeking a creative and digital advertising contractor for its CalEITC campaign. - Buyer: State of California, Franchise Tax Board (FTB), Procurement Bureau. - Solicitation: RFP FTB-2627-00432, for a campaign promoting CalEITC, Young Child Tax Credit (YCTC), Foster Youth Tax Credit (FYTC), MyFTB, CalFile, and Volunteer Income Tax Assistance (VITA). - Services: Audience and market research; advertising and media-inclusion planning; creative development; digital media planning, buying, placement, monitoring, and optimization; paid and organic social-media management; implementation; and status and final reporting. - Creative minimums: One set of at least 20 digital graphics, at least 2 digital videos, and at least 4 digital audio assets. Required channels include social media, programmatic display, and digital audio. - Audience and content requirements: Target eligible Californians, prioritizing underserved populations and Sacramento, the San Francisco Bay Area, Fresno, Los Angeles, and San Diego. Materials must be in English and Spanish at minimum, meet applicable accessibility requirements, and may include additional researched and FTB-approved languages. - Notable requirement: At least 3% Disabled Veteran Business Enterprise (DVBE) participation is mandatory, measured against the net proposal price. Hourly rates are requested for project manager and specialist work on unanticipated tasks, which are capped at 5% of the total agreement value. - Budget and term: Maximum anticipated budget is $450,000 per year, up to $900,000 if the State exercises the optional second year. The agreement has a base period and one optional extension year. - OEMs and vendors: No specific manufacturers, vendors, or resellers are identified.

Description

The Franchise Tax Board is seeking proposals from qualified vendors to provide creative design and digital advertising services for its California Earned Income Tax Credit (CalEITC) Advertising Campaign. Listed deliverables include audience research and insights, an advertising plan, a media inclusion plan, digital graphics, video and audio assets, status reports, a final report, and implementation and management. The cost worksheet states an anticipated maximum budget of $450,000 per year, or $900,000 for both years if the optional second year is exercised. The RFP addendum specifies a mandatory minimum 3% Disabled Veteran Business Enterprise (DVBE) participation requirement.

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