Advertising & Marketing Campaign

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Request for Proposal Release Date March 5, 2015 Registration and Questions for Bidders’ Conference Due Voluntary Bidders’ Conference March 11, 2015 (3:00 p.m.) Stage 1 - Eligibility Capabilities March 13, 2015 (10:30 a.m. – 12:30 p.m.) March 24, 2015 (3:00 p.m.) Stage 2 - Webinar April 2, 2015 (3:00 p.m.) Stage 2 - Site Visits April 21 – 23, 2015 Stage 3 - Financial Package Due May 5, 2015 (3:00 p.m.) Stage 3 - Oral Presentations May 7 – 8, 2015 Notice of Intent to Award Week of May 11, 2015 Estimated Start Date of Contract June 1, 2015 Covered California reserves the right to amend dates at any time during the RFP process.. Evaluation Criteria The Bidder’s California-based office(s) assigned team demonstrates the following to effectively service Covered California: Stage 1: Eligibility Capabilities Requirements  Full service capabilities and experience to deliver a broad range of advertising services to meet the requirements of the SOW  Strong capacity to service Covered California through its accomplishments, unique services and account leadership  Strong research, planning, and execution processes to successfully reach ethnic, economic, and/or culturally diverse populations  Clearly identifies how services that cannot be conducted in-house would be performed and the capacity of proposed subcontractors to achieve those services  Experience and capacity to conduct research and strategic planning by its personnel, subcontractor, or outside vendor  Knowledge in evaluating the efficacy of strategies of advertising and marketing campaigns at various stages of development and placement  Quality of media capabilities (research, planning, monitoring, and analysis)  Capability and experience in purchasing media in different outlets, either in-house or through a media buying service (Note: Bidders will not be advantaged or disadvantaged for the use of a media buying service)  Robust experience, knowledge, and capacity to provide social media services, including co