Advertising and Marketing Services - RFP No. 109379

Background
The Employment Development Department (EDD) of California is modernizing its services to enhance the customer and employee experience. This modernization aims to increase awareness and promote equitable access to EDD programs, particularly for diverse and traditionally underserved communities.

The EDD has launched initiatives such as a multilingual customer portal and expanded language access for unemployment customers, with a roadmap that includes significant improvements in service delivery.

Work Details
The selected Contractor will serve as the Agency of Record (AOR) and is expected to provide multi-segment, integrated communications services through statewide marketing campaigns in multiple languages. Key tasks include:

1. Developing and implementing a detailed work and implementation plan.
2. Creating and deploying annual statewide marketing campaigns aimed at increasing awareness of EDD’s expanded access to unemployment, disability, Paid Family Leave benefit programs, jobs, training programs, and employer services.
3. Producing mid-year and annual summary reports on campaign effectiveness to inform future strategies.

The campaigns should leverage cost-efficient digital advertising to reach diverse populations including various racial, ethnic, cultural groups, and low-income communities.

Period of Performance
The base term of the contract is three years from January 1, 2025, or upon final contract approval through December 31, 2027. There are two optional one-year extensions available, making the total potential contract term five years.

Place of Performance
The services will be performed statewide across California.