TCEQ TCOT Marketing Services | Solicitation 582-27-30075 | 3 Comparable Contract Profiles
Contract 1: CalMHSA / LACDMH
Countywide Mental Health Awareness Campaign
1. Name of Contracting Activity
California Mental Health Services Authority (CalMHSA) in partnership with the Los Angeles County Department of Mental Health (LACDMH)
2. Contract Number
⚠️ Tam to confirm
3. Contract Title
Take Action LA: Countywide Mental Health Holiday Awareness Campaign (Spring + Holiday Phases)
4. Brief Description
Developed, executed, and managed a multi-phase, omnichannel digital media campaign promoting mental health resources and confidential 24/7 support services to all residents of Los Angeles County. Targeted 10M+ residents across diverse communities — youth, adults, older adults, and priority populations — requiring both mass reach and measurable engagement driving people toward action.
5. Total Contract Amount
⚠️ Tam to confirm
6. Period of Performance
Spring 2025 + Holiday Phase (November 20 – January 2, 2026). Renewed from spring based on strong results.
7. Program Manager & Telephone
⚠️ Tam to confirm
8. Major Subcontractors
⚠️ Tam to confirm (or "All work performed in-house")
9. Description of Services & Delivery
40.8M impressions
36,412 clicks
721 conversions
1.36% CTR
25.8M DOOH impressions
7.7% search conversion rate
Omnichannel programmatic approach across DOOH, display, audio, search, and social. Full-funnel KPI structure: impressions/reach (awareness), clicks/visits (consideration), tracked conversions (action). Optimized across formats to reach diverse audiences efficiently, including multilingual communities. Renewed for holiday phase based on spring results.
Contract 2: AT&T
Sponsorship Retargeting & Conversion Campaign
1. Name of Contracting Activity
AT&T Inc. (Consumer Marketing Division)
2. Contract Number
⚠️ Tam to confirm
3. Contract Title
AT&T Affinity-Driven Sponsorship Retargeting & Subscription Conversion Campaign
4. Brief Description
Designed and executed a first-of-its-kind retargeting program capturing users who engaged with AT&T's sponsorship activation and moving them through a structured conversion funnel toward subscription and line-addition goals. Required translating upper-funnel cultural engagement into measurable downstream commercial actions on a constrained budget.
5. Total Contract Amount
~$30,000 media budget
6. Period of Performance
⚠️ Tam to confirm
7. Program Manager & Telephone
⚠️ Tam to confirm
8. Major Subcontractors
⚠️ Tam to confirm
9. Description of Services & Delivery
4.9M impressions
47K site visits (vs 9K planned)
$0.62 cost/visit (vs $2.35 BAU)
422% overdelivery
39 sales conversions
#1 retargeting campaign YTD (per AT&T)
Affinity-driven retargeting from sponsorship engagement. AI-supported creative system producing optimized ad combinations. Sequenced creative from interest → product messaging → conversion offers. Generated more total lines than all other demand-gen partners combined. 74% more cost-efficient than BAU programs running at $800K/month.
Contract 3: Environmental Defense Fund
Clean Beauty Social Campaign
1. Name of Contracting Activity
Environmental Defense Fund (EDF)
2. Contract Number
⚠️ Tam to confirm
3. Contract Title
EDF Clean Beauty Awareness & Consumer Behavior Change Social Campaign
4. Brief Description
Built public awareness around clean beauty practices, motivating consumers toward safer products while supporting EDF's collaboration with major beauty retailers. Social-first campaign measuring reach, engagement, and downstream behavior change on a modest budget — a B2C-to-B2B behavior change model.
5. Total Contract Amount
⚠️ Tam to confirm
6. Period of Performance
⚠️ Tam to confirm
7. Program Manager & Telephone
⚠️ Tam to confirm
8. Major Subcontractors
⚠️ Tam to confirm
9. Description of Services & Delivery
2.16M impressions
1.59M reach
823K engagements
38% engagement rate
160% over benchmark
9 influencer partnerships
142 retailer roadmap downloads
Social-first campaign deploying 9 influencer partnerships and AR filter activation. Achieved 38% engagement rate vs. 1.2–4.7% industry average (10x+ outperformance). B2C awareness drove B2B retailer action (142 roadmap downloads). Demonstrated that awareness campaigns measurably change behavior — the core competency TCOT requires.
Narrative Thread Across All Three
CalMHSA = Scale + Measurement. Managing omnichannel campaigns across 10M+ population with full-funnel tracking.
AT&T = Efficiency + Performance. Outperforming enterprise programs with modest budgets through precise targeting and AI creative.
EDF = Behavior Change + Engagement. Driving 10x engagement benchmarks and measurable behavior shift through community-connected content.
Together: we reach statewide audiences efficiently, convert awareness into action, and make every dollar measurable. That's the TCOT playbook.