RFP FTB-2627-00432 CalEITC Advertising Campaign

The State of California’s Franchise Tax Board is seeking a qualified vendor to design, develop, and execute a statewide digital advertising campaign that promotes the California Earned Income Tax Credit (CalEITC) and related programs. The contractor will conduct audience research, create a comprehensive advertising plan, secure media placements—including diverse and community outlets—to meet AB 1511 requirements, produce multilingual creative assets (video, graphics, audio), and provide ongoing performance reporting throughout the campaign period. The effort includes a pre‑campaign phase for research and planning, a February‑April 2027 execution window, and a post‑campaign final report. • Conduct demographic and media‑consumption research to define target audiences and inform messaging. • Develop a full advertising plan, media inclusion plan, and produce up to 2 video ads, 10 graphics, and 2 audio ads in English and Spanish (additional languages optional). • Manage media buying, placement, and weekly status reporting; deliver a final performance report and recommendations. • Meet mandatory 3 % DVBE subcontracting, maintain required insurance, and comply with CCPA, ADA, and state procurement terms. • Contract term runs Nov 2026 – Jun 2027 (optional one‑year extension) with a $450k annual budget ceiling.