Communications and Marketing Support Services

Through this Request for Proposal (RFP), the City of Milpitas is seeking proposals from qualified communications and marketing firms to provide comprehensive, on-call communications and marketing services supporting the planning, development, and delivery of high-quality public outreach and engagement materials. Services shall include, but not be limited to, graphic design, video production, and media planning and buying.

The awarded Contractor(s) will work with City staff on an as-requested basis to produce timely, high-quality outreach materials for both citywide and department-specific initiatives, such as event recap videos for major community celebrations (e.g., Tree Lighting, 4th of July, and Lunar New Year), public service announcements on topics like emergency preparedness and water conservation, and outreach campaigns promoting local businesses and City programs.

The City of Milpitas recognizes that effective communications are essential to building public trust, promoting transparency, and engaging its diverse community. In partnership with the awarded vendor(s), the City aims to enhance its ability to deliver consistent, strategic, and culturally responsive communications that effectively inform, engage, and connect with the Milpitas community.

The City may, in its sole discretion, elect to award to one or more vendors based on the results of this RFP.

Project Details

• Reference ID: 26-155
• Department: City Manager
• Department Head: Deanna J. Santana (City Manager)

Important Dates

• Questions Due: 2026-07-07T19:00:00.000Z

Evaluation Criteria

• Cover Letter and Compliance with RFP Requirements (10 pts) —

  Has the firm successfully and completely provided the requested information? Overall, has the firm demonstrated the ability to successfully provide services for projects of a similar complexity and nature as described herein. Has the proposer taken exceptions to the City's standard terms and conditions

• Company Experience and Qualifications (25 pts) —

  Has the Proposer demonstrated sufficient experience and qualifications, preferably with public agencies or similar complex organizations within the State of California?  Does response include relevant history and experience in video production, graphic design, and media planning and buying?  Has the firm demonstrated that they are a long-term, established entity with the necessary experience?  Are provided examples relevant and complete and did the proposer provide all requested information?

• Execution Plan & Methodology (25 pts) —

  Did the proposer provide a detailed description of its firm's approach, methodology, and execution plan for delivering the services set forth in this RFP, including satisfactorily addressing and responding to the following sections:

  1. Communications Strategy and Creative Development
  2. Media Planning, Performance Measurement, and Optimization
  3. Accessibility and Inclusive Communications
  4. Organizational Capacity
  5. Stakeholder Collaboration
  6. Execution Plan
  7. Continuous Improvement 
• Personnel Assigned (15 pts) —

  What are the qualifications of the personnel to be assigned to the project team members? Do they have sufficient demonstrated experience performing similar services to other public entities of similar complexity, preferably in California?  Do assigned personnel have the requisite education, experience, and professional qualifications?

• References (5 pts) —

  The initial evaluation is based solely on the information provided by Proposer in the Reference Form. Are the firm’s references from past clients and associates for the same or similar services as those required in this RFP?  Are they from public entities in California?  Are the contracted services of a similar scale and complexity as the City’s?

  Final scores will reflect actual reference checks if conducted at the City's sole discretion, to confirm customer satisfaction for items such as: Were the contracted services were provided on time and within budget? if the firm’s communication and collaboration were satisfactory; if the firm took direction well from the customer staff; etc.

• Proposed Compensation (20 pts) —

  Cost proposals be provided on the provided Attachment C – Proposed Compensation spreadsheet.  Pricing shall be inclusive of all labor, materials, equipment, tools, facilities and all management and overhead expenses and profit required to complete the Services in accordance with the Scope of Work. Cost proposals must contain all information to accurately and completely capture all Proposer's costs.

Submission Requirements

• Proposer Contact Information (required) —

  Please provide your full name, your title, direct phone number, email address, your firm's name, and today's date.

• Time is of the Essence (required) —

  Time is of the essence for each and every provision of this Agreement/Contract. Vendor confirms that is has thoroughly reviewed every requirement of this solicitation and the accompanying sample Agreement/Contract and will furnish all necessary documents outlined in either this solicitation or the attached Agreement/Contract. By confirming this question, vendor understands that failure to provide any and all documents, including but not limited to, forms, subcontractor information, bonds, insurance, and quotes within ten (10) business days of the close of this solicitation may result in the disqualification of their bid/proposal.

• Acknowledgement of Addenda (required) —

  Any proposal submitted that does not acknowledge each and every addenda issued may be considered non-responsive. By confirming this prompt, you agree that you have seen and responded to all addenda to the RFP.

• Acknowledgement of Questions and Responses (required) —

  Any Proposal submitted that does not acknowledge questions and the City's corresponding answers may be considered non-responsive. By confirming this prompt, you agree that you have seen all questions and answers related to the RFP.

• Current W-9 (required) —

  Please upload your firm's current W-9 form.

• Prior Contract Failure (required) —

  Proposer MUST disclose any alleged significant prior or ongoing contract failures, any civil or criminal litigation or investigation pending which involves the Proposer or in which the Proposer has been judged guilty or liable.

  If “None,” Proposer MUST state as follows:

  “Proposer has no prior or ongoing contract failures, civil or criminal litigation or pending investigation.”

  Failure to comply with this provision will result in disqualification of your proposal.

• Cover Letter (required) —
  Attach a cover letter in response to this Question that addresses the following:
   
  A.    The cover letter shall identify the legal name of the firm and identify the state of formation or incorporation.
  B.    The cover letter shall be signed by a person authorized to act on behalf of the firm.
  C.    The cover letter shall identify the firm’s principle address and whether or not the firm has a local office in the San José/Oakland/San Francisco area.
  D.    The cover letter shall note the number of employees, both overall and at the local office, if applicable.
  E.    The cover letter shall identify the name, title, address, telephone number, and email address for Proposer’s point of contact for follow-up regarding this RFP as well as the resulting contract, if awarded.
• Company Experience and Qualifications (required) —

  Attach a response to include the following.  Note that the successful Proposer should demonstrate a minimum of three years’ experience providing the same or similar services for public agencies or similarly complex organizations as those required in this RFP:

  1. Provide a general description of your firm, including a brief history and experience in providing services similar to those required in this RFP, specifically in video production, graphic design, and media planning and buying.
  2. Demonstrate that your firm is a long-term, established entity with demonstrated experience delivering communications, marketing, and multimedia services for public sector clients, preferably within the State of California.
  3. Provide examples (up to three) of comprehensive communications or marketing campaigns your firm has completed within the past five years. In doing so, please highlight integrated communications campaigns, including video storytelling, branding and design systems, and paid media strategies across multiple platforms (digital, print, social, and broadcast) that were culturally responsive, included multilingual communications materials, reflected campaigns for diverse communities, and were accessible and inclusive.
     
     For at least one of these examples, please provide the campaign objectives, target audiences, key deliverables, and measurable outcomes or performance results. Please provide samples of deliverables (videos, creative assets, or campaign materials) if available.
• Execution Plan & Methodology (required) —

  Please provide a detailed description of your firm's approach, methodology, and execution plan for delivering the services set forth in this RFP. 

  1. Communications Strategy and Creative Development
     Describe your approach to developing communication and marketing strategies, including how you translate project objectives into messaging frameworks, creative concepts, audience-focused content, and multi-channel campaigns. Include your methodology for integrating video production, graphic design, media campaigns, and digital communications into a cohesive communications strategy.
  2. Media Planning, Performance Measurement, and Optimization
     Describe your approach to media planning, campaign performance measurement, and reporting and the tools, platforms, key performance indicators, and methodologies you use to monitor campaign effectiveness and optimize results throughout a campaign lifecycle.
  3. Accessibility and Inclusive Communications
     Describe your methodology for ensuring communications are accessible, inclusive, culturally aware, and compliant with applicable standards. Include your experience with ADA/WCAG requirements, closed captioning, readability standards, multilingual communications, culturally responsive messaging, and other best practices for reaching diverse audiences.
  4. Organizational Capacity
     Describe your firm's capacity to manage multiple, concurrent, and time-sensitive projects, e.g., staffing structure, resource allocation, and ability to scale services.
  5. Stakeholder Collaboration
  6. Describe how your firm manages stakeholder input and maintains effective communication among multiple stakeholders, if applicable, and subcontractors, if applicable, to ensure quality, consistency, and timely delivery of services.
  6. Execution Plan
     Provide examples of your standard execution plans, timelines, tasks (including task owners), key milestones, and deliverables, from time of receipt and including client review and approval:
  • Video production (concept development, scripting, filming, editing, final delivery for event recaps, public service announcements , storytelling campaigns, and informational videos)
  • Graphic design services (branding tools, templates, and production of print and digital materials, including infographics and data visualization)
  • Media planning and buying (campaign development, media placement, and launch across digital, print, social, broadcast, and outdoor channels)
  • Performance tracking and reporting (including ongoing monitoring, analysis, and monthly reporting of campaign results)
  7. Continuous Improvement
     What methods does your firm use to monitor project performance, identify and mitigate risks, maintain schedules, and continuously improve service delivery throughout the contract term?
• Personnel Assigned (required) —

  Please provide a response that addresses all of the following:

  1. Your designated project manager authorized to act on behalf of your firm as the principal contact for the City should you be awarded a contract.
  2. Any individuals expected to have backup responsibilities.
  3. Brief resumes/summaries of the individuals assigned to this project; resumes/summaries should not exceed one paragraph per person.
  4. Your proposal MUST state that no changes in key personnel are to be made without written consent of the City.

  Failure to comply with each item A through D may be grounds for disqualification. If the City elects to interview prospective firms, the firm’s designated personnel are expected to be in attendance and materially contribute to the discussion

• References (required) —

  Attach three references for work of a similar nature as that required by the City, performed within the last three years utilizing the References form in Attachment A - RFP Submittal Forms to Complete. Note that the initial evaluation for these will be based solely on the information provided you provide in the Reference form. Final scores will reflect actual reference checks, if conducted at the City's sole discretion. 

• Cost Proposal Form (required) —

  Complete Attachment C – Cost Proposal Form and attach it in response to this Question. Complete all required fields on the spreadsheet (highlighted in yellow) and attach it in its it native Excel form.  You may also attach a pdf version if needed for signature purposes. Proposer’s completed Attachment C – Cost Proposal Form shall constitute the Proposer’s complete and binding cost proposal and shall be used for bid tabulation and evaluation purposes. Estimated quantities are for evaluation purposes only, are non-binding, and may not reflect actual usage.  Any adjustment in quantities shall not entitle the proposer to an adjustment in unit pricing.  Annual increases are capped at the applicable Consumer Price Index or 3%, whichever is less.

• Certification of Proposer (required) —

  Complete, sign, and upload your Certification of Proposer form here.  See Attachment A - RFP Submittal Forms to Complete.

• Non-Collusion Declaration (required) —

  Complete, sign, and upload your Non-Collusion Declaration form here.  See Attachment A - RFP Submittal Forms to Complete.

• Proposer's Statement Regarding Insurance Coverage (required) —

  Complete, sign, and upload your Proposer's Statement Regarding Insurance Coverage form here.  See Attachment A - RFP Submittal Forms to Complete.

• Worker's Compensation Insurance Certification (required) —

  Complete, sign, and upload your Worker's Compensation Insurance Certification form here.  See Attachment A - RFP Submittal Forms to Complete.

• Nondiscriminatory Employment Certificate (required) —

  Complete, sign, and upload your Nondiscriminatory Employment Certificate form here.  See Attachment A - RFP Submittal Forms to Complete.

• Wage Theft Certification (required) —

  Complete, sign, and upload your Wage Theft Certification form here.  See Attachment A - RFP Submittal Forms to Complete.

• Compliance with or deviation from RFP and Agreement (required) —

  Complete, sign, and upload your RFP and/or Agreement Exceptions form here.  See Attachment A - RFP Submittal Forms to Complete.