Community-Based Social Marketing Service

REQUEST FOR PROPOSALS
COMMUNITY-BASED SOCIAL MARKETING SERVICES
ISSUED: May 22, 2026
SUBMITTAL DEADLINE: June 5, 2026
CITY OF ALAMEDA
Public Works Department
950 W Mall Square, Room 110
Alameda, CA 94501
Attention: Paula Kaltenbrunner
pkaltenbrunner@alamedaca.gov
(510) 604-9776
1

Contents
I. INTRODUCTION AND BACKGROUND ...................................................................... 3
II. SCOPE OF SERVICES ............................................................................................. 3
III. PROPOSER QUALIFICATIONS .............................................................................. 4
IV. PROPOSAL REQUIREMENTS ................................................................................ 4
V. PROPOSAL FORMAT ............................................................................................... 6
VI. SELECTION PROCESS ......................................................................................... 6
VII. SELECTION TIMELINE ......................................................................................... 7
VIII. GENERAL CONDITIONS ...................................................................................... 8
IX. QUESTIONS AND DOCUMENTS ........................................................................... 9
Appendices
Appendix A- Scope of Services
Appendix B- Sample Service Provider Agreement
Community-Based Social Marketing Services RFP 2

REQUEST FOR PROPOSALS
Community-Based Social Marketing Services
I. INTRODUCTION AND BACKGROUND
The City of Alameda is seeking proposals from qualified consultants with proven expertise
in Community-Based Social Marketing (CBSM), behavioral science, or related disciplines to
design and implement a Community-Based Social Marketing (CBSM) campaign for
Alameda's Zero Waste Program. The campaign will increase multi-family residential
participation in the City's bulky item waste collection program.
This campaign is Program 2 of the City's 2025 Zero Waste Implementation Plan (ZWIP)
Update, which calls for targeted CBSM-based outreach to improve engagement and bulky
service uptake by multi-family residents. Bulky item collection programs help divert waste,
encourage behavior change, and address illegal dumping and improper disposal of
materials. During the development of the ZWIP, this program was identified as a priority
program to expand diversion withing the multi-family sector. Prior to 2021, the bulky
collection program was only available to single-family customers. Under the City's current
franchise agreement with Alameda County Industries (ACI), the bulky item collection
program was expanded to allow multi-family residents to participate in the program. All
single- and multi-family residents can now place bulky items curbside once per year for
collection by ACI. However, the program has been underutilized by multi-family residents.
Proposers shall read the information contained in this Request for Proposal (RFP) to
understand how to submit the proposal, what documents must accompany the proposal
and what legal obligations apply when the Proposer submits a proposal. Any Proposer that
wishes to be considered for this work must submit the information requested in this RFP and
if invited, participate in an evaluation interview panel.
Alameda is a charter city founded in 1854 and incorporated in 1872. The City of Alameda
provides a full range of municipal services including public safety, public works, community
development, and community services. The City also provides electric utility service through
Alameda Municipal Power. The City covers approximately 10.6 square miles and includes
Alameda Island, which is located south of Oakland across the Alameda Estuary and Bay
Farm Island, a peninsula adjacent to Oakland International Airport. City services are
provided by 506 full-time employees across 66 facilities.
II. SCOPE OF SERVICES
The City of Alameda is seeking proposals from qualified consultants with proven expertise
in Community-Based Social Marketing (CBSM), behavioral science, or related disciplines to
design and implement a Community-Based Social Marketing (CBSM) campaign for
Alameda's Zero Waste Program. The campaign will increase multi-family residential
participation in the City's bulky item waste collection program.
Community-Based Social Marketing Services RFP 3

This campaign is Program 2 of the City's 2025 Zero Waste Implementation Plan (ZWIP)
Update, which calls for targeted CBSM-based outreach to improve engagement and bulky
service uptake by multi-family residents. Bulky item collection programs help divert waste,
encourage behavior change, and address illegal dumping and improper disposal of
materials. During the development of the ZWIP, this program was identified as a priority
program to expand diversion withing the multi-family sector. Prior to 2021, the bulky
collection program was only available to single-family customers. Under the City's current
franchise agreement with Alameda County Industries (ACI), the bulky item collection
program was expanded to allow multi-family residents to participate in the program. Now,
for no additional fee, all single- and multi-family residents can place bulky items curbside
once per year for collection by ACI. However, the program has been underutilized by multi-
family residents.
The selected consultant will design and implement Program 2 of the 2025 ZWIP Update,
"Conduct a Multi-family Dwelling Bulky Program CBSM Campaign," and provide the City with
recommendations about conducting future CBSM campaigns to achieve the City's Zero
Waste goals. Recommendations may include staff trainings to support relevant City Public
Works Environmental Services Division staff in conducting future campaigns, as well as
recommendations about third party partners for future efforts. The City' s goal in seeking
these recommendations is to learn how the organization can best integrate CBSM work into
ongoing delivery of the ZWIP and Alameda's sustainability goals.
A detailed Scope of Work is included as Appendix A.
III. PROPOSER QUALIFICATIONS
Proposals shall be submitted by firms with at least 5 years of experience and a proven
portfolio of 3 or more successfully implemented similar behavior-change projects or pilot
programs in the past 5 years. Firms shall have sufficient, readily available resources in the
form of trained personnel, support services, specialized consultants and financial resources
to carry out the work without delay or shortcomings.
IV. PROPOSAL REQUIREMENTS
The Proposer shall include in its proposal the information outlined below in a manner which
demonstrates the Proposer's competence and qualifications for the satisfactory
performance of the services identified in this RFP.
A. Cover Letter
The proposal shall be submitted with a cover letter. The letter accompanying the
proposal must provide the name, title, address, telephone number, and signature of
the individual(s) authorized to negotiate and bind the firm contractually. An unsigned
proposal or one signed by an individual unauthorized to bind the firm may be rejected.
Community-Based Social Marketing Services RFP 4

The cover letter shall provide a summary of the firm's capabilities and availability of
CBSM staff, information and qualifications of the proposed lead who will be
representing the firm.
B. Statement of Qualifications
The Proposer shall prepare a statement of qualifications which identifies:
1. The size, stability, and capacity of Proposer's organization, including, at a
minimum, an identification of total number of years in operation, and the number
of employees in the office location which is intended to provide the services
described in the Scope of Services.
2. An identification of the Proposer's experience performing services for projects of
a similar size, scope, and complexity as the services required by this RFP,
including an identification of the number of years' Proposer has been performing
similar services; and the most recent successfully implemented behavior change
projects or pilots for which the Proposer has performed similar services. The list
of recent projects shall include the name, contact person, address, and phone
number of each party for whom the service was provided, as well as a description
of the service performed, the dollar amount of the contract, and the date of
performance.
3. A list of the Proposer's principals, employees, and agents, and sub-service
providers which the Proposer intends to assign to this project. This list shall
include a summary of the qualifications (including education, training,
certifications, licenses, and experience) of each individual; the approximate
number of hours each will devote to the contract; and the type of work to be
performed by each individual.
4. The following information on all state or federal litigation in which Proposer or any
proposed subcontractor was a named party, or worked under contract with a
party named in a lawsuit:
a) Case name and case number
b) Case location (including county and state for state litigation, or district for
federal litigation)
c) Year case was filed
d) Whether case is pending or resolved, and outcome (if any)
e) Description of the case (i.e., type of case, whether case is typical, what claims
were alleged against Bidder or subcontractor)
C. Scope of Service
Community-Based Social Marketing Services RFP 5

Provide a detailed scope of services that meets the objectives in Section II and
Appendix A. This scope of service, with any amendments following negotiations, will
become part of the Agreement.
D. Statement of Exceptions, if any, to Standard Service Provider Agreement
The selected firm will be required to execute the Service Provide Agreement included
in template form as Appendix B All proposers are directed particularly to review all
Indemnification, Hold Harmless and Insurance requirements set forth in this
Agreement. If Proposer wishes to take exception to any of the terms and conditions
contained in the Agreement for Service, these should be identified specifically;
otherwise include a statement of no exception, labeled as Exhibit B in the submitted
proposal. Failure to identify contractual issues of dispute can later be the basis for
the City disqualifying a proposer. Any exceptions to terms, conditions, or other
requirements must be clearly stated.
E. Project Pricing
Please provide a cost breakdown of the associated scope of services. Project pricing
should include all materials, ancillary and otherwise, to deliver the proposed scope
of services.
V. PROPOSAL FORMAT
Proposers shall submit one email containing two Portable Document Files (PDF): one file for
the project pricing and one file containing the remaining proposal documents.
* Submit Proposals to: pkaltenbrunner@alamedaca.gov and JDiamond@alamedaca.gov.
* Subject line of email: Community Based Social Marketing Services - [COMPANY NAME]
Proposal emails must be received by 5:00 PM on Friday, June 5, 2026.
Late proposals will not be considered. The City assumes no responsibility for delays caused
by electronic delivery service. Any Proposal received prior to 5:00 PM on June 5, 2026 may
be modified by written addendum or withdrawn by written request from the Proposer to the
City up to the official time when all proposals are due. Section IV contains a complete list of
proposal requirements.
VI. SELECTION PROCESS
After review of the submitted proposals, the City may invite some or all proposers to present
their qualifications and proposed approach or may decide to select one proposer without
Community-Based Social Marketing Services RFP 6

conducting interviews and enter into contract negotiations directly. Proposer interviews, if
necessary, are anticipated to be conducted according to the schedule provided in Section
VII. Details of the interview process will be provided along with the invitation to present.
The final selection will be based upon the following criteria:
A. Ability of the Proposer to Carry Out and Manage the Proposed Project (30%)
An assessment of the statement of qualifications, including past experience of the
organization in general. Qualities and indicators that will receive consideration include the
number and types of behavior-change projects or pilots the organization or its employees
have successfully implemented; the variety of projects completed and a demonstration of
the organization's ability to undertake this project; and the demonstrated ability to work with
governmental bodies and a full understanding of applicable laws or regulations that relate
to the project.
B. Qualifications (30%)
The qualifications (including education, training, licenses, experience, and past
performance) of the Proposer and its agents, employees, and sub-service providers. The City
may consider Proposer's timely and accurate performance on contracts of a similar nature.
C. Willingness to Comply with the Proposed Agreement Terms (10%)
A sample agreement is attached. Proposals will be rated based on the exceptions taken to
the proposed contract.
D. Cost of Proposal (30%)
Cost, while not determinative, will be considered in the selection process.
E. Local Business (+5%)
If the Proposer's company is physically located within the City limits, they will receive an
additional five points.
VII. SELECTION TIMELINE
Anticipated Schedule for Selection
Issuance of Request for Proposals May 22, 2026
Deadline to submit questions on RFP May 29, 2026
City response to questions received June 2, 2026
Deadline to submit Proposals June 5, 2026
Interviews (if deemed required) June 15, 2026
Contract Award (anticipated) September 1, 2026
Community-Based Social Marketing Services RFP 7

VIII. GENERAL CONDITIONS
A. Nondiscrimination
Applicants for this RFP shall not discriminate against any interested individual, firm or
applicant on the grounds of race, religious creed, color, national origin, ancestry, handicap,
disability, marital status, pregnancy, sex, age, or sexual orientation.
B. Permits, Licenses, and Insurance
The successful applicant for this RFP shall, at its sole expense, obtain and maintain during
the term of any agreement executed pursuant to this RFP all appropriate permits,
certificates, licenses, and insurance including, but not limited to, a City of Alameda Business
License which may be required in connection with the performance of services hereunder.
C. Signatures and Declarations
Each proposal responding to this RFP must be signed on behalf of the submitting entity by
an officer authorized to bind the entity to its proposal.
D. City's Right to Waive
The City reserves the right, in its sole discretion, to waive any immaterial irregularities in a
proposal responding to this RFP or in the submission of a proposal.
E. City's Right to Modify the RFP
The City reserves the right, in its sole discretion, to modify this RFP should the City deem that
it is in its best interests to do so. Any changes to the RFP requirements will be made by written
addendum posted on the City's website. The failure of an applicant to read any addenda
shall have no effect on the validity of such modification.
F. City's Right to Suspend or Cancel the RFP
The City reserves the right, in its sole discretion, to suspend or cancel this RFP in part or in
its entirety should the City deem that it is in the City's best interests to do so.
G. City's Right to Reject Any Proposal
The City reserves the right, in its sole discretion, to reject any proposal responding to this
RFP that the City determines does not satisfy the conditions set forth in this RFP, or contains
false, misleading, or materially incomplete information. The City reserves the right, in its sole
discretion, to reject all applicants and not to award to any applicant should the City deem
that it is in its best interests to do so.
H. City's Right to Extend RFP Deadlines
The City reserves the right, in its sole discretion, to extend any of the deadlines listed in this
RFP by written addenda should the City deem that it is in its best interests to do so.
Community-Based Social Marketing Services RFP 8

I. Cost of Proposals
All costs incurred during proposal preparation or in any way associated with an applicant's
preparations, submission, presentation or oral interview (if any) shall be the sole
responsibility of Applicant.
J. Liability for RFP Errors
Applicants are solely responsible for all errors and omissions contained in their responses
to the RFP.
K. Proposals Property of City
Upon receipt, each proposal responding to this RFP that an applicant submits to the City
becomes the sole property of the City and will not be returned to the applicant.
L. Oral and Written Explanations
The City shall not be bound by oral explanations or instructions given at any time during the
process or after the award. Oral explanations given during the review process and after
award become binding only when confirmed in writing by an authorized City official. Written
responses to question(s) asked by one proposer will be provided to all applicants to this RFP.
M. Public Record
All proposals submitted to the City are subject to the California Public Records Act
IX. QUESTIONS AND DOCUMENTS
The RFP is available electronically as a free download at
https://www.alamedaca.gov/BUSINESS/Bid-on-City-Contracts. Proposers are solely
responsible for determining if any addenda have been issued. Addenda will be published on
this same website.
Any questions regarding the RFP should be directed to:
Paula Kaltenbrunner
Public Works Department
pkaltenbrunner@alamedaca.gov
and
Joshua Diamond
Public Works Department
jdiamond@alamedaca.gov
Questions must be submitted by email and received by May 29, 2026 at 5:00 PM.
Community-Based Social Marketing Services RFP 9

APPENDIX A
Community-Based Social Marketing Services RFP 10