California Brand Campaign

The California Brand Campaign is a statewide marketing initiative managed by GO‑Biz to promote California’s economic development, business attraction, tourism, and counter‑misinformation narratives. The contract calls for a comprehensive brand‑strategy, creative development, digital/video production, paid‑media buying (up to $14 M), earned‑media outreach, website design, audience mapping, data & analytics, and weekly reporting, all to be delivered by December 31 2026. The award totals $19 M, with subcontracting requirements that at least 25 % of the non‑media spend go to California‑certified small‑business firms and 5 % to DVBE firms. The selected vendor must disclose any generative‑AI usage, retain full data ownership for the state, and comply with CCPA, NIST, and other security standards. • Scope: brand‑strategy, creative assets, paid‑media, earned‑media, website, analytics, reporting. • Budget: $19 M total; $14 M media, $5 M agency fees/production. • Timeline: work completed by 12/31/2026; weekly status updates. • Socio‑economic: mandatory SB/MB and DVBE subcontracting percentages. • Compliance: drug‑free workplace, Darfur Act, CCC certifications, STD‑21, STD‑204 required.