NIGP 91504: Advertising, Outdoor Billboard, etc.

NIGP 91504 Advertising, Outdoor Billboard, Etc., an Item code, encompasses comprehensive advertising services including creative design, media planning and buying, production, and outdoor billboard leasing and operations that state and local governments procure to support public awareness campaigns, institutional marketing, revenue generation through concessions, and community outreach. Recent solicitations reflect a mix of direct-service advertising contracts for state education and gaming campaigns, airport and university revenue-generating billboard concessions, and integrated digital-plus-traditional media campaigns serving school districts and transit authorities.

The issuing-body mix spans state education and specialty boards (Michigan Department of Lifelong Education, Michigan Gaming Control Board, Florida Agricultural and Mechanical University), cities and counties (Milpitas, Dallas, Long Beach, Albuquerque, District of Columbia), school districts (Cobb County, Lamar State College Orange, Region One Education Service Center), universities (Georgia State University, Sam Houston State University, Texas State Technical College), and specialized districts (Long Beach Airport). Michigan state agencies appear as repeat buyers, with multiple concurrent procurements for lottery advertising, responsible gaming campaigns, higher education marketing, and program awareness initiatives. Recent activity concentrates in California (Milpitas, Long Beach, Albuquerque), Michigan (multiple state-level procurements), Texas (Dallas, higher education systems), Florida (statewide medical marijuana education campaign), Georgia (university and school district), and the District of Columbia. Representative current opportunities include the City of Long Beach's development and operation of a comprehensive airport advertising program with a mandatory pre-bid meeting on September 24, 2026, and proposals due October 30, 2026 at 11:00 AM PST under RFP AP26740, with a seven-year initial term and revenue-share structure; the City of Milpitas' request for on-call communications and marketing support services covering graphic design, video production, media planning and buying, and integrated campaigns under RFP 26-155, with proposals due July 28, 2026; and the Michigan Department of Lifelong Education's solicitation for integrated marketing and advertising services supporting fiscal year 2027 higher education initiatives under Direct Solicitation DS5112600000000371, with proposals due August 4, 2026 and an anticipated budget of $8 million for fiscal year 2027.