MARKETING RFP ISSUED BY CALIFORNIA ACHIEVING A BETTER LIFE EXPERIENCE ACT BOARD

Request for Proposals No. ABLE03-25

Scope: Under the supervision and direction of the Board and its Staff, the marketing services firm will assist the Board in the design and implementation of a marketing plan for education, enrollment, and outreach efforts in the state and on a national level as outlined in the Scope of Work (“SOW”) of this RFP. The marketing services firm will furnish all necessary personnel, office space, equipment, materials, services, transportation, and other necessary resources to perform the work described herein in a professional manner:

1. Client Service and Assigned Personnel

1. The Contractor will designate a dedicated key personnel team to serve the Board.
2. There will be a single primary Contractor, registered as an entity with the Secretary of State, and able to conduct business in the State.
3. The Contractor will have check-in meetings with CalABLE team as needed (up to on a weekly basis), during which the Contractor will report on deliverables, outcomes, and outstanding projects.
4. If applicable, any subcontractors will work at the Contractor’s direction, as its agent. The Contractor will be responsible for managing the subcontractors’ work, and the subcontractors will only meet and work directly with CalABLE staff at CalABLE’s discretion.
5. The Contractor will ensure that the quality and availability of all personnel assigned to perform services under the Agreement will be maintained over the term of the Agreement. Replacements must have substantially the same or betterqualifications and experience than the original personnel.
6. The Contractor must notify the Board of any changes to assigned personnel as they occur. Such changes include reassignments, resignations, terminations, additions, or other changes to the employment status or composition of the professionals assigned to the team.
7. The Contractor must attend Board meetings when notified by the Board or be represented at all Board meetings (currently held quarterly) unless otherwise notified by the Board Chair or their designee. The Contractor must provide quarterly Program-related reports as requested by the Board or Program Staff, with additional reports as requested.
8. The Contractor must also respond to the need for telephone consultation within a24-hour period and be available at minimum to meet with the Board with no greater than 10 days’ notice, and to Program Staff between the hours of 8 a.m. to 5 p.m. PT.
9. General Compliance

2. The Contractor will provide work product and materials that demonstrate cultural competence and are designed in compliance with the Americans with Disabilities Act (“ADA”), Sections 7405 and 11135 of the California Government Code, Web Content Accessibility Guidelines 2.1 including future updates (“WCAG”) for people with disabilities, and inclusive language (frequently “People First”). All digital materials must include an accessibility certificate, such as a passed accessibility report for a PDF file.

A. Work product and materials include, but are not limited to: PowerPoint presentations, marketingplans, program branding, multi-language survey tools, text, graphic design, advertisements, flyers, and special event materials. Unless otherwise requested, all work materials shall use Arial font. All digital materials shall be compatible with all major operating systems including, but not limited to, Microsoft Windows, Macintosh, Android, and iOS.

2. All services (other than those provided by remote workers) shall be performed at the offices of the Contractor, appropriate affiliates, subsidiaries and subcontractors. The Contractor, affiliates, subsidiaries and subcontractors must provide services in compliance with all federal and State laws and regulations.

3. Marketing Services

3. The Contractor must work with the Board, Executive Director, and CalABLE staff, as well as key internal partners such as the 529A Program/Plan Manager (Vestwell State Savings, LLC), the staff of the California State Treasurer’s Office (including the Communications Office), and the Board’s other contractor(s) at the Board’s request to develop an annual Marketing Plan that describes targeted education and outreach campaigns to ensure enrollment numbers meet the expectation of approximately 22,000 participants enrolled in funded accounts by July 31, 2027.

The Contractor must work with the Board, Executive Director, CalABLE staff, and internal partners to design and implement cost-effective marketing campaigns that use existing and prospective networks, including indirect channels via organizational partnerships. These campaigns should be strategically designed to reach target communities identified by the Board. These campaigns may include, but are not limited to, print, broadcast, digital, online, website, social media, and email promotional vehicles, as well as community outreach activities. The Contractor must monitor and report to the Board on the effectiveness and/or shortcomings associated with each campaign activity using quantitative data where possible, such as the number of new enrollments and growth in assets.

3. Each marketing campaign must include a work plan, marketing methodologies, concept development, outreach strategies, timeline for development and implementation, benefit to the overall Program mission, and an estimated budget within the constraints of the Board. Marketing budgets will not carry over into the following fiscal year and direct costs shall be spent proportionately within each quarter or according to the marketing campaign as directed by the Board.

3. The Contractor must assist with the Board, Executive Director, CalABLE staff, and internal partners by helping coordinate efforts to market to, or collaborate with, interested parties. These parties include service providers, other government agencies, financial advisors, advocacy groups, and disability centric publications and media services. The Contractor will take CalABLE’s existing market knowledge and, to the extent necessary, perform market research to help CalABLE identify potential partner organizations. The Contractor must design materials with specialized messaging for these parties, including translated materials for different target groups as necessary. The Contractor will support efforts to develop partnerships with other parties, such as creating materials to encourage sponsorship of CalABLE (to include philanthropic support).

3. The Contractor must work collaboratively with the Board, Executive Director, CalABLE staff, and internal partners to develop and implement a marketing and public relations program in California and on a national scale that focuses on CalABLE’s eligible population. This marketing must include targeted efforts for key populations, creating tailored campaign materials relevant to them. These key populations include, but are not limited to:

3. Adult individuals with disabilities;
4. Parents and guardians of children with disabilities;
5. Members of underrepresented racial, cultural, ethnic, geographic, and linguistic groups with disabilities;
6. Recipients of benefits such as Supplemental Security Income (SSI) and Social Security Disability Insurance (SSDI);
7. Clients of service providers, such as regional centers, independent living centers, family resource centers, assisted living programs, and healthcare providers;
8. Individuals (including veterans) with disabilities that began between the ages of 26 and 45 who will become eligible January 1, 2026; and
9. Working adults, including those with disabilities and those who support loved ones with disabilities.
10. The Contractor must work to shape and project the image of the Program as a viable financial savings tool for people with disabilities in the state and nationally, including supporting the design of brand materials, such as logos, style guides, toolkits, factsheets and marketing taglines, as necessary. Existing brand materials will be available for the Contractor to use, and the Contractor will recommend changes to refresh or redesign elements where appropriate. The Contractor shall conduct market research and create survey data to quantify public awareness of the Program.

3. Identify and develop financial literacy educational materials that promote opening or maximizing a CalABLE account to gain future financial independence.

3. The Contractor must work collaboratively with the Board, Executive Director, CalABLE staff, and internal partners to develop and implement a biannual Ambassador campaign with current CalABLE account holders. The 2026 Ambassador campaign is scheduled to release on or about January 2026.

3. Identify and develop an awareness campaign using relevant influencers or other spokespersons (paid or unpaid) to promote CalABLE.

3. The Contractor shall advise the Board, Executive Director, CalABLE staff, and internal partners on the production of promotional videos for CalABLE, including videos associated with marketing campaigns, the Ambassadors campaign, informational materials, and influencers.

3. Provide work product and materials built around consistent messaging in the various promotional vehicles to drive stakeholder engagement through Program information-sharing.

3. Assist and advise the Board, Executive Director, CalABLE staff, and internal partners on maintaining brand consistency in the production of newsletters and program updates for public consumption across various media channels, including internet and email, social media (e.g. Facebook, Instagram, and LinkedIn), and other channels with proven history of reaching the targeted audiences.

3. Identify and develop effective marketing materials that promote collaboration with disability groups nationally, statewide, and locally by building on existing programs with shared consumer interests to support the recruitment and retention of Program participants.

Assist the CalABLE staff with the development of social media posts, campaigns, materials, and strategies. Create at least two social media posts per week. Advise CalABLE staff on their development of additional organic social media posts, providing recommendations to improve visibility and effectiveness.

3. The Contractor shall develop ads for social media and search engines, including advertising organic social media posts created by CalABLE staff.

Due Date: 3:00 p.m. Pacific Time (“PT”) on Friday, September 12, 2025

Contact: calable@treasurer.ca.gov