RFP #50031 Television Advertising Tracking Services Questions & s Question 1 What is the lead time for notifying us of the next advertising campaign and media plan? The Vendor should include this notification date as part of their Project Timeline. As part of the Rated Submittals, each proposer is to provide a detailed timeline including items such as when the Lottery must provide needed materials (see page 12 of the RFP). Question 2 How long does a typical campaign last? The length of advertising campaigns can vary. Recently, Scratchers advertising campaigns have been on air for 3-4 weeks. Question 3 When do you ideally want to start data collection? Immediately after the end of the media spend? After a certain percentage of the spend has been completed? The Vendor should include this information as part of their proposal. The timing of data collection should be consistent with the timing for other campaigns measured by the company. Question 4 Do you ever need any pre-campaign measurement on awareness of product, intent to play, etc.? These measurements are already collected through a different research study and are not needed as part of this RFP. Question 5 In addition to getting a representative sample of playership demographics, are there any other screening criteria (e.g., playership, frequency of playing Lottery games, etc.) or is it just general population of CA adults? 1
For this study, we are looking for a broader base than lottery players. Californians that are at least 18 years of age would qualify for the study. The sample should be reflective of the demographic makeup of the adults in California. Question 6 What has the survey length been typically in the past for this study? As stated on Page 11 of the RFP, the Bidder must include the proposed length of the survey along with the types of questions and batteries that are part of their research design. Please keep in mind that the Lottery conducts a best value analysis (see page 15 of the RFP). Question 7 Could you provide us with the full set of questions (including question text and scale) used to identify which of the two Hispanic segments those in the Hispanic market fall? No. As stated on Page 13 of the RFP, the Bidder must provide their recommended method and set of questions to identify the Traditional and Acculturated Hispanic segments as part of their Rated Submittals. Question 8 Could you provide us with the incidence of the Traditional Hispanic group within the Hispanic markets you support, as well as within the online panel population (based off of your experience with other research)? No. The incidence figure is directly related to the set of questions recommended to identify the Traditional and Acculturated Hispanic segments, and these are to be provided by the Bidder as part of their Rated Submittals. Question 9 Do you have preferred data collection method for the Traditional Hispanic groups? As stated on Page 13 of the RFP, the Bidder must provide their recommended method and set of questions to identify the Traditional and Acculturated Hispanic segments as part of their Rated Submittals. Question 10 Is there an expectation to have a representative number of Acculturated Hispanics in the English survey? 2
Since the survey sample is expected to be representative of the California adult population, there is an expectation that Acculturated Hispanics would comprise a representative share of the respondents from the English survey. Question 11 For either the English or Spanish surveys would you like any quotas based on playership (past year or something more frequent)? If so, which ones and what is the incidence of each group? There are no quotas based on playership. Question 12 Can the proposal be submitted in PowerPoint or must it be in Word? The proposal must be submitted in Word. Question 13 For Advertising Campaign Scenario A is there an expectation that two reports will be issued for each sample group or can the results be issued in one report? The results can be issued in one report. However, the findings from the Englishlanguage and Spanish-language surveys must be addressed separately. Question 14 Aside from resembling the adult population of California, are there any other respondent screening criteria or quotas e.g., need to play the Lotto/buy Scratchers at least once a year? If yes, what is the specific incidence level(s)? Or, will this just be a general market study? Californians that are at least 18 years of age qualify for the study. There are no screening criteria based on Lottery play. The sample should be reflective of the demographic makeup of the adults in California. Question 15 Do they want age and gender quotas nested e.g., with Males, age is representative of the Male California population? Or as long as Total Sample is representative, we are fine? In terms of data quality, we expect that respondents will be representative of California adults. However, while we would anticipate that the age of males in 3
the survey will generally reflect the male California adult population, we would not expect the vendor to impose strict nested quotas. Question 16 Are there specific DMAs we should base the costs on? It is anticipated that the respondents in the study will reflect the DMAs where television advertising was aired. The RFP indicates where recent Scratchers campaigns and Jackpot Game campaigns have aired on page 3, under the Designated Markets section. Question 17 Are there quotas needed by DMA in each study? Does the client have certain numbers that they want to achieve (minimum) within each DMA or will it be based on census distribution per DMA? There is no minimum number of interviews required in a specific DMA. It is expected that the sample will be generally representative of the population sizes of each DMA. Question 18 Does the client have a certain length of Interview in mind or is it left to our discretion? As stated on Page 11 of the RFP, the Bidder must include the proposed length of the survey along with the types of questions and batteries that are part of their research design. Please keep in mind that the Lottery conducts a best value analysis (see page 15 of the RFP). Question 19 Is it possible to receive the media plan to understand the frequency of waves, etc. and to help determine what the best methodological approach will be for both the Spanish and English ads? Media plans will not be provided to the Bidders. Question 20 On page 18 of the proposal, the data table shows three types of demographic data, is column 3 Past Year Lottery Players as Surveyed based on how the data naturally falls out? 4
Column 3 represents the demographics of those adults in our general Tracking Study (a different research project from the one being procured as part of this RFP) who have played a lottery game in the past year. Question 21 Within Scenario A, as described in the RFP, will the English version and Spanish version run concurrently? It is anticipated that versions in English and Spanish will air during the same general time period. Question 22 The RFP talks about the sample being made up of Players, what is the definition of a Player (as example, buying X number of scratchers per year or must play a bigger game like SuperLotto Plus) and could you provide a general incidence figure for Players in CA? Californians that are at least 18 years of age qualify for the study. There are no screening criteria based on Lottery play. The sample should be reflective of the demographic makeup of the adults in California. Question 23 What is the typical incidence of ad recall? Ad recall measures can vary based on the media purchased and the creative in the TV spot. This study is conducted in order gauge advertising recall as well as other metrics. As such, prior results will not be released to the bidders. Our ads have typically scored at least average relative to normative scores. Question 24 How long is the current screener length? And main survey length? As stated on Page 11 of the RFP, the Bidder must include the proposed length of the survey along with the types of questions and batteries that are part of their research design. Please keep in mind that the Lottery conducts a best value analysis (see page 15 of the RFP). Question 25 Is there access to a segmentation algorithm that LRW could incorporate into the survey, if not doing so already. 5
This RFP does not require incorporating any consumer segmentation used by the Lottery. However, the Lottery would review the bidder s proposal and could consider incorporating our current schematic into this study. Question 26 Will there be any desire to model or tangibly connect ad performance back to financial results? The scope of services for this procurement does not include any modeling or advanced analytics. Question 27 Will CA Lottery financial metrics be available to the research team? Depending on what is being requested under the banner of financial metrics, some information can be made available to the research team. Question 28 Will previous research results be available to the research team that has been awarded this project? Key findings could be shared. However, the raw data and any formulas used in prior projects will not be provided. Question 29 While the advertising is through television, is there any need to understand the reaction through other channels? (i.e. is CA Lottery doing any digital advertising during these campaigns and will that impact this research?) (The answer will be used to inform our sampling, survey design, and key analyses). This RFP is to assess the impact of television advertising. The Bidder may include any additional information that would be obtained through this study. Please keep in mind that the Lottery conducts a best value analysis (see page 15 of the RFP). Question 30 How would you describe the use of this research? Is it primarily used to understand and evaluate ads from a historical perspective? Or is it primarily used to evaluate ads in order to project future success and inform future campaigns/initiatives? 6
This research is used both to evaluate past campaigns within the contract period and to determine how to improve future campaigns. Question 31 What are the challenges, if any, with current research being conducted? The RFP delineates the Scope of Services and the Project Specifications. These would have incorporated any challenges with the current research being conducted. Question 32 The proposal does not state whether interviews should be online, telephone, or inperson. Do you have any requirements regarding the method of interview and if so, what are those? Or would you like us to recommend what we feel is best practice. The bidder provides their Research Design as part of the Rated Submittals. The recommended method of interviewing should be included in this section. Please keep in mind that the Lottery conducts a best value analysis (see page 15 of the RFP). Question 33 On page 11 of the RFP, the second paragraph says "the description must be limited to 8 pages". Does that mean 8 pages for all of Section D. References, or Section 2. Ad Tracking Experience, or something else. Which material needs to be limited to 8 pages? The reference in the second paragraph of page 11 limits the bidder to four pages in their response to Section 2, Ad Tracking Experience (parts A through D combined). Question 34 Similarly, on page 13, the third paragraph is a similar requirement to keep it to 8 pages. Does this refer to section E. Hispanic Sample or all of Section 3) Project Management Approach & Results. The eight page limit refers to all of Section 3, Project Management Approach and Results parts A through E combined. Question 35 I see that that proposals and copies need to be in 12 pt type and in a 3 ring binder. Does it matter whether the proposal is in Word or PowerPoint? Or whether it is 'portrait' or 'landscape' on the page? 7
The proposal must be submitted in Word, but portrait or landscape formats may be used. Question 36 What is the due date? It says May 8 on page 5 and Wednesday May 8 on page 16. May 8 is a Friday. s to the RFP are due on Friday, May 8, 2015. Question 37 Could you let us know when we will receive responses to the questions? Yes, responses will be released on April 30, 2015. 8