NIGP 96153: Marketing Services (incl. Distribution, Research, Sales Promotions, etc.)

NIGP 96153 Marketing Services (Incl. Distribution, Research, Sales Promotions, Etc.), an Item code, encompasses the full range of promotional, advertising, research, and communications activities that state and local governments deploy to market public programs, attractions, transit systems, and civic initiatives—from visitor-guide distribution and event sponsorships to digital media campaigns and community-based behavioral marketing.

State and local issuing bodies soliciting under this code span counties, cities, school districts, transit authorities, economic development organizations, and universities across multiple regions. Recent activity shows cities of all sizes (North Miami Beach, Santa Fe, Fort Worth, Holly Hill), county governments (Orange County, Sarasota County, Broward County, Monroe County), school districts (Hillsborough County Public Schools, San Antonio ISD, Salt Lake City School District), transit authorities (Orange County Transportation Authority), economic development authorities (Fairfax County EDA), and specialized agencies (California Franchise Tax Board, Arizona State University, Texas State University) all procuring marketing, advertising, communications, and promotional services. Orange County Transportation Authority and Broward County Convention and Visitors Bureau appear as repeat buyers across multiple recent solicitations. The code captures work ranging from annual visitor-guide distribution and trade-show sponsorship coordination to comprehensive digital marketing campaigns, community-based social marketing to drive behavior change, and vendor-list recruitment for school fundraising. Representative recent opportunities include the Orange County Transportation Authority's OC Bus Marketing Program RFP (proposals due January 7, 2026, budget $175,000 for 16 months), Sarasota County's RFP for comprehensive five-year transit marketing planning for Breeze public transit (proposals due August 19, 2026), the California Franchise Tax Board's CalEITC Advertising Campaign RFP (proposals due October 26, 2026, contract value $450,000 annually with mandatory 3% DVBE participation), and the City of North Miami Beach's citywide brand development RFP (proposals due September 2, 2026). Geographic spread is national, with recent activity concentrated in California, Florida, Arizona, Texas, and Utah, with additional opportunities posted in Colorado, Michigan, Georgia, Oregon, New Mexico, Tennessee, and other states. Set-asides and preferences vary by jurisdiction and funding source—federal grant-funded transit and workforce programs typically require DBE participation or compliance with DBE goals; state programs in California and Arizona commonly impose DVBE incentives and small business preferences; and local governments frequently apply small business or local-vendor preferences where permitted.