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Request for Proposal

2014-15 Energy Upgrade California™ Retail Marketing Services

This RFP is being issued by the California Center for Sustainable Energy on behalf of the 2014-2015 Statewide Marketing Education and

Outreach program, funded by California ratepayers served by Pacific Gas and Electric, Southern California Edison, Southern California Gas

Company and San Diego Gas & Electric under the auspices of the California Public Utilities Commission.

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1. ABOUT THIS RFP AND THIS SOLICITATION .................................................................................................................. 4

A. Executive Summary ................................................................................................................................................ 4

B. Services ................................................................................................................................................................... 4

C. Parameters ............................................................................................................................................................. 6

D. Eligibility and Minimum Contractor Requirements ............................................................................................... 6

E. Key Dates ................................................................................................................................................................ 7

2. TASKS TO BE DELIVERED BY CONTRACTOR ................................................................................................................. 7

3. RFP SUPPORT DOCUMENTS ...................................................................................................................................... 11

A. Key Documents to Better Understand the Energy Upgrade California SW ME&O Initiative ............................... 11

4. REQUIREMENTS FOR PROPOSAL RESPONSE ............................................................................................................. 12

5. BIDDERS RESPONSE INFORMATION .......................................................................................................................... 13

A. Company Information ....................................................................................................................................... 13

B. Financial Data .................................................................................................................................................... 14

C. Clientele ............................................................................................................................................................ 14

D. Billings ............................................................................................................................................................... 15

F. Primary Office Experience ................................................................................................................................. 16

G. Relevant Experience .......................................................................................................................................... 16

H. Strategic Insights ............................................................................................................................................... 16

I. Reporting........................................................................................................................................................... 16

J. Staffing Plan (See Budget Sheet)....................................................................................................................... 17

6. EVALUATION CRITERIA .............................................................................................................................................. 17

7. SUBMISSION OF PROPOSAL ...................................................................................................................................... 17

A. Questions ............................................................................................................................................................. 17

B. Bidder Inquires and Concerns .............................................................................................................................. 17

C. Electronic Submission of Proposals ...................................................................................................................... 18

D. Verification of Receipt of Proposal ...................................................................................................................... 18

E. Errors or Omissions ............................................................................................................................................... 18

F. RFP Withdrawal .................................................................................................................................................... 18

G. Proposal Preparation Costs .................................................................................................................................. 18

H. Terms and Conditions .......................................................................................................................................... 19

I. Indemnification ...................................................................................................................................................... 19

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J. Proposal Review - Clarifications ............................................................................................................................ 20

K. Permits, Licenses or Certifications ........................................................................................................................ 20

L. CCSE Rights ........................................................................................................................................................... 20

8. CONTRACT EXECUTION ............................................................................................................................................. 20

9. CONSIDERATION OF PROPOSALS .............................................................................................................................. 21

A. Logo Use/Publicity ................................................................................................................................................ 21

B. Women/Minority/Disabled-Veteran-Owned Business and Small Business ......................................................... 21

C. Confidentiality ...................................................................................................................................................... 22

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1. ABOUT THIS RFP AND THIS SOLICITATION

A. Executive Summary Energy Upgrade California™ is the state of California’s energy management brand and statewide marketing,

education and outreach energy focused campaign, co-owned by the California Public Commission (CPUC) and

the California Energy Commission and administered by the California Center for Sustainability (CCSE). This

request for proposal (RFP) will be an integral part of this larger SW ME&O initiative.

On December 27, 2013, the California Public Utilities Commission (CPUC) issued D.13-12-038 (“Decision”),

adopting a statewide marketing, education, and outreach (SW ME&O) program for residential and small

business demand side management (DSM) programs and activities.

The Decision establishes the California Center for Sustainable Energy (CCSE) as the administrator and

implementer of the SW ME&O program and determined the two-year timeframe for the program to be 2014-

2015. The Decision provides direction to CCSE, Pacific Gas and Electric Company, Southern California Edison,

San Diego Gas and Electric, and SoCal Gas Company (IOUs) and the Regional Energy Networks (RENs) regarding

governance, roles and responsibilities and other implementation details.

The purpose of this RFP is to provide the opportunity for parties to submit bids to provide comprehensive

retail marketing services for the statewide Energy Upgrade California marketing and outreach campaign(s). All

interested parties and qualified firms should review the criteria set forth, and submit relevant proposals by the

deadline. CCSE is issuing this RFP and will manage the contract.

The objective of this RFP is to solicit qualified firms (Bidders) to propose a strategic and operational plan to

build a team of energy experts to engage key target market customers at retail. This plan will be in support of

the integrated Energy Upgrade California statewide marketing, education and outreach program, designed to

engage residential and small business consumers in demand-side energy management concepts in a fresh way

that will compel them to be more aware of how and why their energy use matters and take action to use

energy at the right times, save energy through conservation and efficiency and invest in distributed generation

and enabling technologies.

CCSE invites you to submit a proposal in accordance with the information contained in this document. In

addition to the minimum requirements requested herein, bidders are encouraged to submit additional plans

or information wherever further efficiencies and benefits are achievable. For the purposes of this RFP, CCSE

shall be identified as “CCSE”, and the service provider sought shall be “Bidder” or “Contractor.”

B. Services The services required by the selected Bidder include the following:

Strategy

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1. Create strategy to secure and manage retail partnerships based on a deep understanding of the

retailers, their customers and the SW ME&O initiatives goals & objectives.

2. Retail Coverage Model Strategy: Create strategy to drive awareness of the Energy Upgrade California

initiative via variety of retail tactics such as merchandising, customer engagement/intercept programs

on the retail sale floor, formal and informal training, seminars and “retailtainment” events through a

professionally trained team of energy experts in the field.

3. Manufacturers & Key Industry Stakeholders: Create a strategy and plan to partner with related

manufacturers of energy products, service providers, and adjacent products to drive awareness of the

Energy Upgrade California initiative and provide opportunities for “actionable” next steps for

consumers to take.

Implementation

1. Secure retail approval: Negotiate on behalf of CCSE to gain approval from retailers to execute tactics

on their retail sales floor & parking lots along with ensuring compliance with retailer’s rules and

regulations to conduct retail marketing activities in their stores and on-line.

2. Recruit, hire, train and manage retail field staff in compliance with all state required certifications and

in coordination with CCSE to engage target market Californians at retail through a variety of strategies

and tactics.

3. Implement tactics to engage target market at retail: Create retail schedule, manage staff and execute a

variety of tactics that engages contractors, small businesses owners and consumers in Energy Upgrade

California concepts and action.

4. Create and deliver training of retail field staff and retail managers: Create content and deliver training

of retail field staff, retail sales associates & managers in person via formal/informal training sessions

and online.

5. Source, warehouse and deliver retail support materials: All marketing materials will be developed by

Lowe Campbell Ewald (LCE), Energy Upgrade’s Agency of Record. The retail marketing services agency

will work with LCE and CCSE to develop flyers, brochures, digital assets, webinars, banners, pocket

guides, in-store signage, training manuals etc… and other tools as needed to engage target market

customers and sales associates. Warehousing, shipping and receiving of retail support and marketing

materials is required.

Data Capture, Reporting and Analysis

1. Data Capture & Reporting: Provide data capture and reporting system for the team with the ability for

the system to be customized to meet the programs changing information and business needs. System

needs to be in “real time” or with no more than a 24 hour lag. System must have ability to capture

photographs and provide a variety of access filters to accommodate a wide range of management

levels, partners and key stakeholders. System will feed into the Energy Upgrade California web based

analytics dashboard. It is mandatory that the reporting system can sync up and feed the retail

information into the statewide dashboard.

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2. Analysis & Recommendations: Provide timely reports on retail execution (Key Performance Indictors)

along with market analysis, any issues and actionable recommendations.

3. Tools: Utilize iPad, smartphones, online input tools or other innovative methods to capture quantitative

and qualitative customer data, timely information and market insight from the field team.

C. Parameters This RFP will award one purchase order that will be managed by the selected Contractor. If the execution of

the Scope of Work requires the hiring of sub-contractors, clearly state this in the proposal and define the work

of the sub-contractor(s). This is an open and competitive process. The evaluation will be on a best value basis

considering the Requirements and Evaluation Criteria contained in the solicitation.

D. Eligibility and Minimum Contractor Requirements CCSE will contract with one “Prime Contractor.” If your company is not best in class in meeting each of these

criteria, CCSE is open to you serving as the Prime Contractor with strategic alliance partners on your project

team who do meet the criteria, except where specified for the Prime Contractor.

1. Team experience minimum of ten (10) years. Prime Contractor’s business must have a minimum of two

(2) years in operation and an office located in California.

2. Proven experiences (documented over time) developing and implementing retail marketing programs that

ultimately lead to a consumer taking a quantifiable action.

3. Experience in the development and implementation retail marketing programs that relate to energy

efficiency, renewable energy, energy management, environmental sustainability initiatives, state

programs, or energy utilities.

4. Knowledge and demonstrated experience of effectively developing robust data capture and reporting

systems for retail marketing programs in addition to analyzing the data. Reporting to sync up the

information with other agencies reporting systems to build one seamless dashboard for the entire

program.

5. This contract is subject to General Order 156 and related supplier diversity policies that require WOMEN,

MINORITY AND DISABLED VETERAN OWNED BUSINESS ENTERPRISES (WMDVBE) and Small Business and

Disadvantaged Small Businesses to have the maximum practicable opportunity to participate in the

performance of work. Our contract goals comply with General Order 156 which is 15% for minority-

owned businesses, 5% for women-owned businesses and 1.5% for service-disabled-veteran-owned

businesses. We encourage as much diversity as optimal and points may be awarded for certified WMDVBE

and small business inclusion on project teams. See section 9b for more information about proposal

evaluation and supplier diversity policies.

6. Ability to build consensus and demonstrated collaborative skills and experience.

7. Authorization, as applicable, to perform retail marketing activities within retailers. Please identify all

“Preferred Vendor Lists” your agency is included on.

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Contractor Preferences, but not requirements

1. Understanding of government regulation process and procedures.

2. Additional points may be given to firms that utilize teams with professionals representing WMDVBE

businesses, small business and disadvantaged small businesses.

E. Key Dates The following is the schedule of planned milestones. This schedule is subject to change by CCSE as required

and without notice:

RFP Released 4/2/2014

Deadline for Bidders to submit questions 4/7/2014 Noon PDT

Answers to Bidder questions posted on energycenter.org 4/8/2014 5 P.M. PDT

Intent to Submit from Bidders 4/9/2014 5 P.M. PDT

Proposals due 4/22/2014 5 P.M. PDT

Selection of top Bidder(s) 4/30/2014 9 A.M. PDT

Interviews for finalists 5/1/2014 and 5/2/2014

Contract 5/7/2014 5 P.M. PDT

2. TASKS TO BE DELIVERED BY CONTRACTOR

Task 1: Implementation plan to secure retail partners Objective: Develop a strategy and implementation plan to secure approval from retailers to partner together with the Statewide Marketing, Education and Outreach initiatives to promote Energy Upgrade California concepts and recommended actions to their customers in-stores and on-line. Deliverables:

1. The plan will include, at minimum, these sections:

a. Retail Coverage Statewide. Please create this information in an excel table format. The goal is to

provide a topline executive summary.

i. Retailer’s strategy regarding energy management, renewables, demand side management and

other applicable initiatives.

ii. Applicable manufacturer, service provider and other adjacent products for potential

partnerships identifying their strength regarding product mix.

iii. Summarize the retailer’s value proposition to each target (contractors, small business owners

and consumers).

iv. Trending of the retailer’s business metrics (sales, trending up or down, expanding stores

etc….).

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v. Overview of store Information (number of stores, summary of markets covered, strength

areas and potential growth areas).

vi. Summary of their brand, advertising and marketing strategies.

vii. Retailer’s new partnerships in the last two years.

viii. Retailers to include home improvement, hardware, consumer electronics, office and grocery.

Feel free to include other retailer recommendations.

ix. Summary of each retailers experience with Energy Upgrade California brand, IOUs, Regional

Energy Networks, Program Implementers or other energy service providers.

b. Plan to gain approval from retailers to include:

i. List of proposed retailers you recommend for the initiative along with plans to gain approval

from each retailer and applicable timeline for approval.

ii. List of retailers your company currently works with over the last 3 years in CA and applicable

tactics implemented for each retailer.

iii. Create a list of retailers you are approved to conduct retail marketing activities in their stores.

(Preferred Vendor Lists)

iv. List of retail industry and associations, in addition to active participation within these entities.

c. Budget – Complete line itemed budget with brief descriptions for each line.

Task 2: Build a team of energy experts in the field for deployment at retail & events Objective: Develop an implementation plan to recruit, hire, train and manage a team of representatives to engage contractors, small business owners/managers and consumers at retail. Deliverables:

1) The plan will include, at minimum, these sections in this order:

a) Recruiting & hiring plan

i) Create a plan to recruit and hire a field team to include key milestones and timelines, and decisions

needed from the SWME&O Team, hiring profiles and job descriptions of all team members.

ii) Include recommendations on the SWME&O involvement in the recruiting, hiring and training

process.

iii) Include estimated turn-over forecasts for all recommended personnel plus plans, to include costs

to re-recruit, rehire and train along with estimated time to get these people up and running faster

to decrease the learning curve.

b) Training plan

i) Create a plan to train field team to include training agenda, content development plan, and

assessment of personnel process during training strategy and training delivery plan.

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ii) Create a plan for continuous education & training to ensure field representatives are updated on

the energy industry.

iii) Create a plan to train account team and other key agency personnel to ensure understanding of the

mission and vision of the SWMEO initiative and applicable processes and procedures needed to

ensure compliance and smooth execution as a vendor.

iv) Create a plan to train for personnel turnover (all levels) on the program.

c) Management plan

i) Create a plan to manage the field team to include management ratio recommendations, coverage

model of field teams and recommended location for field management.

ii) Personnel performance improvement strategies, plans and processes.

iii) Quality control measures.

iv) Communication strategies and plans.

d) Customer Engagement Strategy

i) Outline a customer engagement strategy that would include a tool, such as a kit, that includes

energy efficient products to facilitate the engagement of customers in conversations about their

energy needs. Kits could include simple energy efficiency information and products (CFL bulb,

pocket guide, water saving shower head etc...). Please recommend how to utilize this kit in

conjunction with retailers to build a value proposition for them. Please include other ideas to

engage customers at retail beyond this proposed “kit.”

ii) Outline how the tool will be used in-store and a strategy/plan for ongoing customer engagement

via email campaigns, website interactions, social media, etc.

e) Identify warehousing, shipping and receiving capabilities along with standard cost for receiving and

warehousing materials. Please include ability to custom pack materials for shipping.

f) Budget – Complete line itemed budget with brief descriptions for each line item.

Task 3: Data capture, reporting & other information initiatives Objective: Create a plan for the data capture, reporting and analysis of the information gathered by the field team daily, weekly, monthly such as target market feedback, operational metrics, issues reports, retailer’s insight and photographs. The system should have the ability to capture quantitative and qualitative information, which will ensure the success of the SWME&O initiative through the gathering of valuable and unfiltered information and feedback to build a reservoir of invaluable insight. Deliverables:

1) The plan will include, at minimum, these sections in this order:

a) Data Capture

i) System capabilities to capture quantitative and qualitative data plus any data capture limitations.

How long is the data stored and how far back can data be accessed?

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ii) Input tools: Identify the list of all devices and methods to capture data (smartphones, fax, iPad

etc…).

iii) Describe the system to ensure the data is valid, input in a timely manner and secure. What

redundant systems are in place if data capture system goes down?

iv) Describe the number of data points, comments and photographs your system captured in the past

5 years.

v) Describe the ability to utilize the data capture system as a communication tool. Does the system

have Customer Relationship Management (CRM) ability?

vi) Describe training and user support systems.

vii) Describe the system ability to sync up with other software and data capture systems.

viii) Detail the timeline to launch the data capture and reporting system.

ix) Other System Requirements

a. Must have proprietary web-based / mobile system that is customizable

b. Must have scheduling and routing capabilities

c. Must have photo warehouse with ability to manipulate and edit photographs

d. Must have E-Learning platform that is capable of being used for internal and external

training

e. Prefer capability of reporting visualization dashboard tool such as Crystal Reports,

Cognos, or Tableau

f. Must be able to populate the dashboard / output tool in “real time” – meaning

minimum of once-a-day automatic updates.

g. Must have capability to execute traditional market research services including

consumer and retailer surveys, sales analysis, focus group, audits, mystery shop, etc.

h. Must have capability to preform advanced market research services such as conjoint

analysis, price elasticity modeling, and category management

i. Preference given to companies that have proprietary research, analysis, and reporting

tools that are customized to retail and drive value for the program

b) Reporting Plan

i) Please provide samples of reports and describe, dashboards reports, “push reports”, issues

escalation process, filtering capabilities, communications capabilities, and goals/pacing reports, roll

up reports of information, ability to incorporate advertising information in reports and other

reporting recommendations.

ii) Analysis reports – please provide samples of your ability to analyze the data and provide

recommendations.

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c) Timeline to Launch Data Capture & Reporting to include

i) Specific dates and milestones, approvals needed from SWMEO, quality control process, and testing

periods.

3. RFP SUPPORT DOCUMENTS

A. Key Documents to Better Understand the Energy Upgrade California SW ME&O Initiative To better understand the current approach to the SW ME&O campaign, it is recommended that Bidders read

the following documents. The following documents can be downloaded at www.energycenter.org

1. Brand Assessment Report

a. A detailed report on how the Energy Upgrade California brand is perceived among

California residents.

2. 2013-14 Energy Upgrade California Marketing Plan

a. Provides information on the strategy, purpose and intended marketing, education and

outreach efforts for Energy Upgrade California.

3. 2011-12 General Households Population Study in California

a. A recent study that provides information on California’s population and updated

information on the five segment groups used for Energy Upgrade California.

4. 2009 Opinion Dynamics Corporation (ODC) Segmentation Report

a. A detailed report outlining the characteristics of the five-segmented groups targeted for

Energy Upgrade California.

5. Energy Upgrade California Brand Guidelines

a. Basic description of the Energy Upgrade California brand.

6. Ethnographic Research Findings

a. Provides past research on Californian’s attitudes toward energy efficiency messages.

7. Integrated Communications Plan

a. Summary of the plan Jan 2014 – March 2014

8. CCSE Literature Review of Past Research

a. Provides a summary of the most notable information from a variety of California based

research on integrated demand side management, energy efficiency and consumer behavior.

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4. REQUIREMENTS FOR PROPOSAL RESPONSE All proposals must contain all of the following elements:

A. Work to be Performed 1. Approach to Scope of Work: Discuss your approach to the work described in each task by utilizing the

information provided in addition to other insight and recommendations applicable to each task.

2. Identification of deliverables and milestones with dates assigned.

B. Bidder’s Capabilities and Experience 1. Overall Project Experience and Results: The Bidder shall discuss their company’s past experience in

implementing successful professional services with similar breadth, scope and technical skill set. For each

experience discussed, please indicate performance goals and results. Please include at least one project

example where the project team had to adjust the plan based on market data or feedback including how

the team monitored this market response and responded to it.

2. Work Style/Culture: Demonstrate your expertise in the following areas: a) collaboration, b) consensus-

building across multiple players including but not limited to government, business and community

organizations, c) accountability and d) cost-containment. Please also include why you want this

assignment and why your team is uniquely qualified to deliver the fresh strategy, insights and creative

ideas that will make this effort successful.

3. Consensus building: Describe your ability to build consensus and collaborative spirit with your anticipated

process to include input from all stakeholders. Please provide agency experience that demonstrates this

skill. Please state how you intend to collaborate with and support CCSE in communicating with all

stakeholders to gather all of the required information.

4. Case Studies: Provide three retail marketing case studies your firm has designed and implemented that

best reflect your work and relevancy to this project. Describe the role your firm played in each project.

Include the following content:

a) Strategy, Goals, Objectives and Tactics Deployed

b) Key metrics accomplished

c) Insight and analysis captured and how it was utilized to ensure success

d) Customer testimonials, awards, or other accolades from the program

5. References: The Bidder shall provide three (3) client references including company name, contact

information (name, title, phone number, fax and email), and a brief description of Bidder's work for

reference and how it relates to work that Bidder proposes.

6. Supplier Responsibility Programs: Per CPUC General Order 156, Bidders must supply information on their

WMDVBE status and subcontracting plans. CCSE will consider this information in evaluating bids. CCSE

encourages bidders certified WMDVBE by the Supplier Clearinghouse (http://www.suppliernetwork.net/)

and/or Small Business by the Office of Small Business and DVBE Services (OSDS)

(http://www.dgs.ca.gov/pd/Programs/OSDS.aspx) to submit responses to this RFP. Non-WMDVBE and non-

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small business bidders are strongly encouraged to include WMDVBE and small business firms on their

proposal teams. Proposals that include WMDVBE and small business firms may receive up to five points in

proposal scoring.

7. Company Profile: Provide a company profile (including subcontractors), length of time in business and core

competencies.

8. Business Model: Explain your business model and briefly describe your firm’s project management process.

9. Company Revenue: Percent of total revenue derived from each business unit, if applicable.

10. Service Agreement: Explain your service level agreement (SLA) structure.

11. Time Frame for Completion. The time frame for completion of the project will be evaluated. In addition,

time frames will be part of the purchase order.

C. Staffing Plan and Budget (See Budget Sheet on RFP website)

1. Provide your companies qualifications for this assignment.

2. Provide a staffing chart.

3. Identify key personnel, position title, and their primary responsibilities per task, their relevant experience

and resume/bio.

4. Describe your firm’s organizational capacity to support these retail initiatives to include the number of full-

time staff your firm employs and a copy of your firm’s organizational chart.

5. Budget

Budget and professional fee schedule for the Contactor and the key personnel should include overhead and

contingency rates as percentage share of overall budget. The total project budget has not been confirmed

and is estimated to be between $1.375 to $1.8 million. The contract will be based on a time and materials

payment structure and the term of the contract will be determined based on the timing of the SWME&O

initiative in the final CPUC decision. Bidders should prepare budgets that utilize best practices in retail

marketing with the overall goal to maximize the budget investment through innovative approaches to the

program. Budgets will be evaluated on overall prudent management of budget expenditures.

A budgetary spreadsheet will be provided to Bidders to be used in the proposal submission. Bids must include

this worksheet completed in full in order to be considered.

5. BIDDERS RESPONSE INFORMATION

All proposals should include the following:

A. Company Information 1. Name of the organization or individual proposing the work.

2. Main contact name, address, phone number, email, etc.

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3. Number of employees.

B. Financial Data Adequate financial background information must be supplied as a prerequisite to doing business. In addition

to the information below, please also provide a recent audited financial statement.

1. Form of Ownership:

Proprietorship _______ Partnership _______

Corporation _______ Date of Incorporation ______________ State ________

2. Is your company traded on a Stock Exchange? Yes ________ No ________

If so, on which of the following: New York ________ NASDAQ _________

American ________ OTC _________ Other ____________________

3. Is your company Dunn and Bradstreet rated? Yes _______ No _______

If yes, what is the current rating? ____________

4. If your company is not Dunn and Bradstreet rated, is there any other commercial rating that applies to

your business (i.e. Thomas)?

Please specify and supply current rating ____________________________________

5. Has your company ever filed for bankruptcy? Yes _____ No _____ If so, when? ____

6. Historical Sales for the last three (3) years:

Year: 2011 $_____________

Year: 2012 $_____________

Year: 2013 $_____________

7. Current Ratio = Current Assets/Current Liabilities ________% for Year: __________

8. Operating Profit = Operating Profit/Sales _________% for Year: __________

9. Net Worth of Company $_______________

10. What percentage business would this Program represent? ____________%

11. Banking References:

______________________________________________

______________________________________________

12. Is your company in the act of or in process of any litigation? Please briefly describe.

C. Clientele 1. List Top 10 US clients (based on billings).

2. List Top 10 California based clients (based on billings).

3. List Top 10 clients in the energy, utilities and sustainability sectors.

4. List Primary office’s and largest satellite account gains over the past three years. Primary office is defined

as the main office that will be handling the Energy Upgrade California Campaign account if selected.

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5. List Primary office and largest satellite account losses over the past three years. Primary office is defined

as the main office that will be handling the Energy Upgrade California Campaign account if selected.

6. List the consumer categories or product lines that cannot be accepted at this time due to conflict

restrictions.

D. Billings

1. Total billing for 2011, 2012 and 2013.

2. Chart and Input rough figures for each tactic for the last two years.

Retail Tactic Metric Description 2012 2013

Merchandising # of Store Visits

# of Store Resets

Assisted Sales, Product Demonstrations

& Consumer Engagements

# of Store Visits

# of Consumer Engaged

Estimated sales

In-Field Training # of Informal Trainings

# of Formal Trainings

# of Reps Trained

Online Training # of Trainings

# of Reps Trained

Mystery Shopper & Compliance # of Mystery Shopper

Visits

# of Compliance Visits

Data Capture & Reporting # of Data Points

Collected

Warehousing # of Packages Shipped

# of Custom Packages

Shipped

Sq. Footage of

Warehouse

Event Marketing, Mobile Marketing,

Street Intercept and Retailtainment

# of Events Executed

# Consumer Engaged

In-Store Promotions # of Promotions

Executed

Out of Store Promotions # of Promotions

Executed

Other Retail Tactics Not Identified in Metric Description 2012 2013

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the Previous Section

Organization

1. Please advise if you plan to work with any 3rd parties and provide information on any such companies.

Please describe type of work that has been performed in the past for your organization.

2. List marketing assignment and related awards received between 2008 and 2013.

F. Primary Office Experience

1. Please state the location of your primary office and answer questions below.

2. Provide brief biographies of key management executives’ work experience.

3. Briefly describe the office’s capabilities.

G. Relevant Experience

1. List and describe the office’s experience with energy efficiency, renewable energy environmental

sustainability initiatives, state programs, utility industry or understanding of government regulation

(CPUC.)

2. Staff experience by title with a relevant retail marketing experience.

H. Strategic Insights

1. What is the biggest opportunity being missed by retailers to promote and educate Californian’s on the wide

variety of energy topics?

2. What are the biggest challenges retailers face regarding the variety of energy products and services being

offered to customers?

3. What are the biggest opportunities for manufactures of energy products and services at retail?

I. Reporting

1. Covered under Data Capture & Reporting

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J. Staffing Plan (See Budget Sheet)

1. Please provide the staff billing rate that includes all program costs rolled up. To include management,

reporting, training, on-boarding, estimated travel, phone/communication costs etc….

Staffing- Direct Labor Responsibility Proposed Hourly Rate ($)

[Position Title #1]

[Position Title #2]

6. EVALUATION CRITERIA See Retail Marketing Agency RFP Proposal Scoring Table Attachment and Retail Marketing Agency RFP

Screening and Evaluation Attachment for details.

7. SUBMISSION OF PROPOSAL Bidders must provide their proposals as requested in this RFP. Bidders are requested to submit an electronic

version of their proposal in MS Word or PDF format via email with subject line clearly marked “SW ME&O

RETAIL MARKETING AGENCY PROPOSAL” NO LATER THAN 4:59 P.M. Tuesday April 22, 2014. Bids received

after this time will not be considered. Do not submit physical items, such as marketing collateral or flash drives

containing application materials, unless requested by CCSE in writing.

A. Questions

Please direct all communications via email, including any commercial/technical questions to Mitch Moore at

mitch.moore@energycenter.org. Answers to these questions will be shared by CCSE to all potential bidders

and will be posted on CCSE’s website. CCSE will not respond to individual Bidders’ questions.

B. Bidder Inquires and Concerns

All Bidder inquiries and concerns related to the solicitation process, commercial and contractual terms, or the

contract/purchase order shall be directed to mitch.moore@energycenter.org.

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C. Electronic Submission of Proposals

Bidders must submit an electronic copy in MS Word or PDF format entitled “SW ME&O RETAIL MARKETING

AGENCY PROPOSAL” to: Mitch Moore at mitch.moore@energycenter.org. Bids received after this time will not

be considered.

Due Date: Tuesday, April 22, 2014

Time Due: 5:00 P.M. (Pacific Daylight Time)

Attention: Mitch Moore (mitch.moore@energycenter.org)

Copy: Regina Marston (regina.marston@energycenter.org)

D. Verification of Receipt of Proposal Bidder is solely responsible to ensure that its proposal is received via email by the deadline for submission as

specified in this RFP. CCSE will respond to each submission received by 4:59 P.M. April 22, 2014 with

acknowledging receipt.

E. Errors or Omissions

Any Bidder that discovers an error or omission in its proposal may withdraw that package and resubmit one,

provided that it does so before the deadline for submission.

F. RFP Withdrawal CCSE makes no guarantee that a contract award shall result from this RFP. CCSE reserves the right at any time,

in its sole discretion, to abandon this RFP process, change any dates specified in this RFP, change the basis for

evaluation of bids, terminate further participation in this process by any Contractor, accept any bid or enter

into any definitive agreement, evaluate or reevaluate the qualifications of any bidding Contractor or the terms

and conditions of any bid, change any form, document, term or condition used in this RFP, or reject any or all

bids, all without notice and without assigning any reasons and without liability of CCSE or any of its

subsidiaries, affiliates or representatives to any bidding Contractor. CCSE shall have no obligation to consider

any bid.

G. Proposal Preparation Costs

Bidders will not be reimbursed for any expenses related to this RFP under any circumstances, regardless of

whether the bidding process proceeds to a successful conclusion or is abandoned. CCSE shall not be deemed

to have accepted any bid, and shall not be bound by any term thereof, unless and until an authorized

representative of CCSE executes a definitive agreement with the winning Bidder. This RFP does not commit

CCSE to reimburse respondents for any costs incurred in preparing and submitting a proposal including, but

not limited to, costs associated with the Bidder's travel expenses to attend any pre- proposal conferences, oral

presentations, long distance charges, negotiation sessions or making necessary studies and designs or samples

in preparation of a response. In addition, no Bidder awarded a contract as a result of this RFP may charge

these costs back to CCSE at any time.

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H. Terms and Conditions

By submitting a proposal pursuant to this RFP, the Contractor acknowledges and agrees that it has received

the RFP; it is fully bound by the terms and conditions of the RFP in submitting its bid in response to the RFP; it

sought independent legal and financial advice of its own choosing with respect to the RFP and its proposal if

desired; it obtained all necessary authorizations, approvals and waivers, if any, required by it as a condition of

submitting its proposal, and, if its proposal is selected, such proposal shall be subject to the terms and

conditions of this RFP.

Contractor, by submission of their proposal warrant that Contractor is: submitting its proposal subject to all

applicable laws; not engaging and will not engage in communications with any other bidder in the RFP

concerning the price terms contained in its proposal and has not engaged in collusion or other unlawful or

unfair business practices in connection with this RFP. Contractor’s proposal is binding, subject only to CCSE’s

acceptance in CCSE's sole discretion with CCSE’s satisfaction or waiver of any conditions precedent or

subsequent, to the agreement that may be entered into with CCSE. Any breach by Contractor of the foregoing

covenants, representations and warranties is, in addition to any other remedies that may be available to CCSE

under applicable law, grounds for immediate disqualification of such bidding Contractor, and, depending on

the nature of the breach, may also be grounds for terminating the RFP in its entirety.

I. Indemnification

To the fullest extent allowable by law, Bidder will defend, indemnify and hold harmless CCSE, its Board of

Directors, members, officers, agents, employees and directors (hereinafter “Indemnified Parties”) from and

against any claim, demand, loss or liability (hereinafter “Claim”) or any nature or cause whatsoever, and

whether actual or alleged, arising from or in any way connected with the performance of this RFP, including,

but not limited to, any Claim for personal injury, death, property damage, loss of profits, infringement upon

intellectual property rights, failure to comply with all of the requirements contained in this RFP and disclosure

of confidential information which might be obtained by Bidder during performance of this Agreement, except

where such Claim is caused by the sole negligence or willful misconduct of the Indemnified Parties.

If any action or proceeding, whether judicial, administrative, arbitration or otherwise, shall be commenced on

account of any Claim covered by this RFP, and such action or proceeding names any of the Indemnified Parties

as a party thereto, the Bidder shall, at its sole cost and expense, defend the Indemnified Parties in such action

or proceeding.

In the event that there shall be any judgment, award, ruling, settlement, or other relief arising out of any such

action or proceeding to which any of the Indemnified Parties are bound by, Bidder shall pay, satisfy or

otherwise discharge any such judgment, award, ruling, settlement or relief and shall indemnify and hold

harmless the Indemnified Parties from any and all liability or responsibility arising out of any such judgment,

award, ruling, settlement or relief.

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J. Proposal Review - Clarifications

CCSE may but shall not be obligated to perform clarification interviews or request clarifications in writing. A

clarification interview may be performed via telephone and will focus on clarifying the information set forth in

the proposals, rather than offering Bidders the opportunity to revise its proposal. Bidders will not be

compensated for the time spent or the costs incurred for the interview(s) or for responding to a written

request for clarification.

K. Permits, Licenses or Certifications

If any permits, licenses, and/or certifications are required by any legal or governing body for the performance

of the contract, said permit, license and/or certificate shall be secured and paid for by the Bidder. If required

for the performance of contract work, a current copy of said permit, license, and/or certificate must be

submitted at the time this contract is executed. Permit, license and/or certificate numbers shall be recorded

on all invoices presented to CCSE for payment. Bidder shall give all required notices and comply with all laws,

ordinances, rules and regulations bearing on the conduct of the work as specified.

L. CCSE Rights

CCSE reserves the right to investigate the references and past performance of any Bidders regarding compliance with specifications, completion or delivery on schedule, and lawful payment of suppliers, sub-contractors and workers prior to any contract award. CCSE also reserves the following rights: 1. Reject any or all of the proposals.

2. Issue subsequent RFPs.

3. Cancel the entire RFP.

4. Amend any part of the RFP process by addenda.

5. Appoint evaluation committees to review qualifications or proposals.

6. Seek the assistance of outside technical experts in qualification or proposal evaluation.

7. Require Bidders to clarify submittals and to submit additional information.

8. Meet with and interview Bidders or subcontractors.

9. Approve or disapprove the use of particular contractors or subcontractors.

10. Establish a short list of firms eligible for discussions.

11. Waive informalities and irregularities in the RFP.

12. The Company is under no obligation to respondents to provide specific details regarding the award decision.

13. Inquire of CCSE personnel and consultants regarding Bidder’s past performance.

8. CONTRACT EXECUTION

It is CCSE’s intent to execute an agreement with the successful Bidder to cover all approved activities through

the term outlined in the SWME&O CPUC final decision. Bidder’s proposal shall be valid for ninety (90) days

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after receipt. CCSE’s failure to execute a contract within 90 days after receipt of Bidder's proposal may result

in cancellation or extension of this RFP at CCSE’s sole discretion.

9. CONSIDERATION OF PROPOSALS

Proposals in response to this RFP should be submitted on their own merit and not in combination with any

other current or future consideration from CCSE. Proposals must adhere to the guidelines and requirements

set forth herein including, but not limited to, the format requested by CCSE. In order to be considered, all

sections of the RFP must be completed. CCSE may request selected Bidders to provide oral presentations.

CCSE reserves the right to accept or reject any or all proposals for any reason, and is under no obligation to

disclose the reason for rejection. Furthermore, CCSE is under no obligation to procure or contract for the

product or services discussed in this RFP.

A. Logo Use/Publicity

Contractors shall not, without CCSE’s prior written consent, engage in advertising, promotion or publicity

related to this RFP and possible agreement, or make public use of Energy Upgrade California or any CCSE,

CPUC, ENERGY COMMISSION or IOU identification in any circumstances related to this RFP or otherwise.

“Identification” means any corporate name, trade name, trademark, service mark, insignia, symbol, logo or

any other product, service or organization designation, or any specification or drawing owned by CCSE or its

affiliates or any representation thereof. CCSE shall approve or disapprove in writing any publicity, marketing,

or public disclosure regarding this project before release by the successful Bidder.

B. Women/Minority/Disabled-Veteran-Owned Business and Small Business

This contract is subject to California Public Utilities Commission General Order 156 and PG&E’s supplier

diversity sourcing policy. General Order 156 is a policy to promote the award of contracts in a manner that

develops and strengthens qualified women, minority and disabled veteran business enterprises (WMDVBE).

Per compliance with these policies, CCSE has fully integrated WMDVBEs into its pool of bidders for this and

other SW ME&O solicitations and strongly encourages all Bidders to do the same in fulfilling the work

requirements of any Scope of Work.

Small businesses and businesses certified as a WMDVBE are strongly encouraged to submit responses to this

RFP. WMDVBEs must be verified pursuant to the procedures prescribed in Section 2 of CPUC General Order

156. More information about certification and General Order 156 is available here:

http://www.cpuc.ca.gov/puc/supplierdiversity/ Small business is defined for purpose of this contract per

Section 3 of the Small Business Act and relevant regulations promulgated pursuant thereto. Non-WMDVBE

and non-small business bidders are strongly encouraged to develop creative initiatives to help foster new

business relationships with WMDVBEs and small businesses within the primary industries affected by this RFP.

Bidders must complete the attachment “List of Subcontractors and Disbursement Record” and submit it with

their proposals. Up to five points may be awarded for the substantial inclusion of WMDVBE and certified small

businesses. Points will be given to qualified Bidders only if the Bidder with the highest score does not include

on the proposal team firms certified as a WMDVBE or small business.

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C. Confidentiality

CCSE cannot guarantee the contents of proposals will be kept confidential. Information provided in the

proposal package will be made available to the CPUC and may be made available to the public upon request.

Contractors should not submit any information containing their or any third party’s trade secrets or other

proprietary or confidential information (as defined in California’s Uniform Trade Secrets Act or otherwise)

(“Trade Secrets”). CCSE may enter into mutual nondisclosure agreements more extensive than this

Confidentiality Notice with Contractors selected for further participation in transactions which are the subject

matter of this RFP, but is not agreeing to such an arrangement at this time and will infer that, other than price

quotes, information which is submitted is not a Trade Secret of the Contractor or any third party. CCSE will

make reasonable efforts to protect any information clearly indicated as confidential by Bidders. This award is

ratepayer-funded and any information submitted or generated may be subject to public disclosure

requirements. Confidential information shared with the Contractor will be subject to the Contractor entering

into Non-Disclosure Agreements (NDAs).