Marketing and Advertising Agency for Covered California

Caloptima Health

Buyer is seeking a Marketing and Advertising Agency to collaborate with its Communications team on the Covered California program. The agency will develop and execute a sales and marketing strategy to promote market entry and support enrollment goals. This includes creating a comprehensive campaign from market research and messaging to asset development and media buys in multiple languages.

• 7/15/2025 - Deadline for Questions, Comments & Contract Exceptions
• 7/31/2025 - Proposal Due Date
• 8/20/2025 - Interviews/Presentations
• 8/26/2025 - Vendor Selection (Tentative)

• Experience developing marketing campaigns for healthcare organizations, including managed care and Covered California plans
• Familiarity with Covered California marketing requirements and guidelines

• Conduct comprehensive market research for Covered California program
• Develop sales and marketing strategy to promote market entry
• Create fully integrated multimedia advertising campaign
• Develop culturally appropriate campaigns in multiple languages
• Execute media buying and placement, especially digital media
• Produce TV/video ads with transcreation in target languages
• Design out-of-home advertising including bus and billboard ads
• Create print, radio, and digital advertising assets
• Develop broker sales support materials
• Design direct mail campaign pieces in multiple languages
• Test messages for effectiveness with target audiences
• Create performance measurement system to analyze campaign results
• Provide weekly status meetings and monthly performance reports
• Support enrollment goals through targeted marketing efforts
• Advise on emerging technologies and media channels
• Develop materials at sixth-grade reading level or lower
• Present at least three distinct creative concepts
• Optimize campaign performance based on analytics
• Ensure compliance with healthcare marketing regulations
• Provide transparent pricing and budget reporting by project