16073_MKT TECH_RFP_v3.1_2-10-23~2.pdf

RFP [16073] – [Marketing Technology Services]

COVER PAGE

Oregon State Lottery is issuing this Request for Proposals (RFP) #16073 under OregonBuys Bid # S-177000-00005746 for

MARKETING TECHNOLOGY SERVICES

THIS IS A SENSITIVE PROCUREMENT AS DEFINED IN OAR 177-037-0040

Date of Issue: February 10, 2023

Closing Date and Time: March 3, 2023, by 4:00 PM(PT)

Single Point of Contact (SPC): Julie Schmoyer, Procurement Analyst

Address: 500 Airport RD SE City, State, Zip Salem, OR 97301 Phone (voice) 503-569-8012 E-mail: julie.schmoyer@lottery.oregon.gov

The Oregon State Lottery promotes equal opportunity for all individuals without regard to age, color, disability, marital status, national origin, race, religion or creed, sex or gender, sexual orientation, or veteran status.

mailto:julie.schmoyer@lottery.oregon.gov

TABLE OF CONTENTS

Table of Contents

SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

1.2 SCHEDULE

1.3 SINGLE POINT OF CONTACT (SPC)

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

2.2 DEFINITION OF TERMS

2.3 OVERVIEW AND PURPOSE

SECTION 3: MARKETING TECHNOLOGY CApABILITIes and scope of services

3.1 Scope of Potential Services

3.2 Contractor Responsibilities

3.3 Lottery Responsibilities

SECTION 4: PROCUREMENT REQUIREMENTS

4.1 Phased procurement overview

4.2 PHASE ONE

4.3 phase two 13

4.4 optional phase three

4.5 MINIMUM REQUIRED QUALIFICATIONS

4.6 MINIMUM SUBMISSION AND PROPOSAL REQUIREMENTS

SECTION 5: SOLICITATION PROCESS

5.1 PUBLIC NOTICE

5.2 PRE-PROPOSAL CONFERENCE

5.3 QUESTIONS / REQUESTS FOR CLARIFICATIONS

5.4 PROPOSAL DELIVERY OPTIONS

5.5 PROPOSAL MODIFICATION OR WITHDRAWAL

5.6 PROPOSAL DUE

5.7 PUBLIC OPENING

5.8 PROPOSAL REJECTION

5.9 EVALUATION PROCESS

5.10 tiebreakers

5.11 RANKING OF PROPOSERS

5.12 COMPETITIVE RANGE

5.13 Optional Phase Three Selection

5.14 Scoring and Ranking of Proposers for Subsequent Phases

5.15 RFP Documents

SECTION 6: optional phase three CONFERENCE CALL

6.1 phase three conference call

6.2 phase three Conference call scheduling

6.3 phase three conference call materials

6.4 phase three conference call requirements

SECTION 7: AWARD AND NEGOTIATION

7.1 AWARD NOTIFICATION PROCESS

7.2 INTENT TO AWARD PROTEST

7.3 APPARENT SUCCESSFUL PROPOSER SUBMISSION REQUIREMENTS

7.4 CONTRACT NEGOTIATION

SECTION 8: ADDITIONAL INFORMATION

8.1 CERTIFIED FIRM PARTICIPATION

8.2 GOVERNING LAWS AND REGULATIONS

8.3 OWNERSHIP/PERMISSION TO USE MATERIALS

8.4 CANCELLATION OF RFP; REJECTION OF PROPOSAL; NO DAMAGES

8.5 COST OF SUBMITTING A PROPOSAL

8.6 RECYCLABLE PRODUCTS

8.7 CHECKLIST DISCLAIMER

ATTACHMENTS:

Response Templates Attachment RT1: Cover Letter and Executive Summary Attachment RT2: Proposer Information and References Attachment RT3: Proposer Organization and Staffing Attachment RT4: Forms and Response to Sample Master Agreement Attachment RT5: Cost Proposal Attachment RT6: RFP Reference Response Template

Forms Attachment F1: Disclosure Exemption Affidavit Attachment F2: COBID/Certified Disadvantaged Business Outreach Plan Attachment F3: Sensitive Procurement Vendor Disclosure Attachment F4: Personal Disclosure Attachment F5: Vendor Employee Disclosure Form 601.13 Attachment F6: Procurement Pre-Assessment Checklist Attachment F7: Preliminary Security Questionnaire Attachment F8: IT Supplemental Questionnaire CAIQ v3.1

Reference Document Attachment R1: Sample Master Agreement (with its Exhibit B, Sample Work Order

Contract)

SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

The State of Oregon, acting by and through the Oregon State Lottery Commission, (“Lottery”), is seeking Proposals from qualified firms or businesses with demonstrated expertise and experience in delivering marketing technology services as described in this RFP (“Marketing Technology”).

Additional details on the capabilities and Scope of services are included in the Marketing Technology Capabilities and Scope of Services in Section 3.

Lottery anticipates the award of one Marketing Technology master agreement (“Master Agreement” or “Contract”) with the highest-ranked Proposer as a result of this RFP. Lottery anticipates executing work order contracts pursuant to the Master Agreement for Services, deliverables, or both (“Work Order Contracts”) to the successful Proposer throughout the term of the Master Agreement.

Lottery does not promise or guarantee that it will award any Work Order Contracts under the Master Agreement; nor does Lottery guarantee the number or value of the Work Order Contracts it may enter into under this Master Agreement. A sample for each document may be found in Attachment R1-Sample Master Agreement.

The initial term of the Master Agreement is anticipated to be five (5) years with options to extend for additional terms. Lottery may at its discretion negotiate additional terms and increase or decrease the initial term should it be determined it is in the best interests of the Lottery.

1.2 SCHEDULE

The table below represents a tentative schedule of events. All times are listed in Pacific Time.

All dates listed are subject to change. N/A denotes that event is not applicable to this RFP.

Event Date Time

Pre-Proposal Conference February 16, 2023 9:00 a.m. – 11:00 a.m.

Questions / Requests for Clarification Due February 20, 2023 4:00 p.m.

Answers to Questions / Requests for Clarification Issued (approximately) February 22, 2023

Closing (Proposal Due) March 3, 2023 4:00 p.m.

Evaluation Period (Phase One and Phase Two) March 6, 2023 – March 21, 2023

Notice By March 22, 2023

Optional Phase Three Conference Call Period April 3, 2023 – April 7, 2023

Evaluation Period (Optional Phase Three) April 10, 2023 – April 12, 2023

Issuance of Notice of Intent to Award (approximately) April 13, 2023

Award Protest Period Ends 5 Calendar Days after Notice of Intent to Award

Contract Negotiations and Execution TBD

1.3 SINGLE POINT OF CONTACT (SPC)

The SPC for this RFP is identified on the Cover Page, along with the SPC’s contact information.

Proposer shall direct all communications related to any provision of the RFP only to the SPC, whether about the technical requirements of the RFP, Master Agreement requirements, the RFP process, or any other provision.

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

Lottery is issuing this RFP pursuant to its authority under ORS 461.440, pursuant to OAR chapter 177 division 38.

Lottery is using the Competitive Sealed Proposal method, pursuant to OAR 177-038-0070(3)(c).

Lottery may use a combination of the methods for Competitive Sealed Proposals, including but not limited to a) Competitive Range; b) Negotiations; and c) Multistep Sealed Proposals.

2.2 DEFINITION OF TERMS

For the purposes of this RFP, capitalized words are defined in OAR 177 Division 38, defined elsewhere in the RFP, or as defined below.

Terms Description

Affected Proposer

Proposer whose ability to participate in procurement is adversely impaired by a Lottery decision.

API Application Programming Interface.

Best Value The process of selecting a proposal based on a combination of factors such as cost, quality, expertise, or other evaluated criteria that in the opinion of the Lottery result in maximum value.

Business Days Monday through Friday, 8:00 a.m. to 5:00 p.m., Pacific Time, excluding State of Oregon holidays and business closure days.

Calendar Days Contiguous days.

CIAM Customer Identity Access Management.

Closing Date and time specific in Section 1.2 of this RFP as the deadline for submitting Proposals.

Confidential Information

Documents and information protected by law, that are exempt from public disclosure, and which must be protected from unauthorized disclosure, alteration, or destruction, because the law requires specific controls to be in place.

Contractor A successful Proposer who enters into a Master Agreement with Lottery as a result of this RFP. The term “Contractor” is used interchangeably with the term “Proposer” as a matter of convenience. Consequently, no representations or warranties are made to any Proposer as a result of such use and Proposers should not make any assumptions about such use.

CRM Customer Relationship Management

CX Customer Experience.

DAM Digital Asset Manager.

Data (a) the information (including End User information and data) entered into, created by or stored in the system, (b) all information and data, including Personal Information collected by Contractor regarding Lottery, End Users, and the Lottery's clients and customers during the course of providing the Services, and (c) all information (including End User or Lottery client or customer information and data) created or stored by Lottery through the system. All Lottery Data is Confidential Information.

Implementation The process of putting into full effect one or more of the following: digital solutions, processes, knowledge, capabilities, adoption, or other attributes that realize Lottery’s desired outcomes.

Key Person One or more of Proposer’s employees or other personnel (1) who meet the minimum requirements under Section 4.5.3 of this RFP, (2) whom Proposer proposes to perform in a management or leadership position, specific Services solicited under this RFP, and (3) who will, if Proposer is a successful Proposer, provide some or all of the Services solicited under this RFP. If Proposer is an individual and not a legal entity, Proposer may be Proposed as a Key Person.

Not all Proposer employees who provide or perform Services under a resulting Master Agreement are Key Persons.

Mobile App Oregon Lottery’s customer-facing convenience app, whose primary function is to provide information about lottery games including game results, direct player communications, and relevant marketing messages. (Can be found in the Apple or Google Play store).

OAR Oregon Administrative Rule.

Offer Proposal submitted in response to this RFP.

ORS Oregon Revised Statute.

Related Sites Funded program sites administrated and maintained by Oregon Lottery:

https://oregonteacheroftheyear.org https://www.opgr.org

Personal Information

“Personal Information” has the meaning set forth at ORS 646A.602(12).

Response Template

The documents that are formatted as a fillable form that are to be completed and submitted as Proposer’s response to the RFP.

Services All work and other efforts undertaken by any successful Proposer in relation to the scope of services, including, without limitation the provision of related project management, training, support and maintenance services.

Solution Means to solve a business problem or take advantage of a business opportunity. A solution may include a system which is several related things that work together to achieve an overall objective.

SPC Single Point of Contact.

UI User Interface.

UX User Experience.

Website Oregon Lottery website: https://www.oregonlottery.org/ https://oregonteacheroftheyear.org/ https://www.opgr.org/ https://www.oregonlottery.org/

2.3 OVERVIEW AND PURPOSE

2.3.1 Lottery Overview and Background

As a result of two voter initiatives, Oregonians created the Oregon State Lottery in 1984, governed by its five-member commission as an agency of the State of Oregon. From modest beginnings, the Lottery has grown into a $1.3 billion organization. The Lottery is both a public trust and a market-driven business. Lottery’s mission is to operate a lottery with the highest standards of fairness, integrity, security, and honesty to earn maximum profits for the people of Oregon commensurate with the public good. The Lottery seeks to produce an overall positive impact for Oregon by balancing our business priorities with our social, economic, and environmental responsibilities. Lottery strives to earn profits responsibly, with the goal of minimizing potential social costs such as gambling addiction. Lottery is supporting its mission by the objectives, technical requirements, cost requirements, and Proposal evaluation approach described in this RFP.

2.3.2 Project Overview and Background

Modern marketing and advertising are about engaging customers digitally, in the right place, at the right time, with the right message, and delivered in a way that generates value for all parties. For the past several years, Lottery has focused significant time and budget into modernization, with digital engagement and digital marketing serving as the tip of the spear for its organization. While significant progress has been made, meeting an evolving demand as Lottery modernizes its customer-facing channels and back-office tools is an iterative project and an on-going effort to keep pace with the modern consumer.

2.3.3 Purpose

Lottery is comprised of a team of competent professionals across several verticals.

Lottery seeks to engage a Contractor to help maintain and extend its digital channels, UX, customer engagement, marketing technology and related services.

With direction from Lottery’s Digital Marketing team serving as Contractor’s primary point of contact, Contractor will interact with key Lottery collaborators and cross-departmental colleagues including but not limited to: IT, Analytics and Insights, Project Management, and Security.

Lottery’s success is predicated upon its ability to adapt and iteratively evolve within a data-driven business model that is currently rooted in steering customers to retail and building favorability amongst Oregonians. Lottery’s focus is expanding its digital channels and enhancing its existing channels to best serve Lottery’s customers. Lottery seeks to engage a Contractor that has a foundation in digital communications (including without limitation, marketing, advertising, UX, data, web development, and ecommerce) and that possesses the technical expertise to consult and develop the integrations and services needed to continue to modernize Lottery’s customer experience.

Lottery’s Marketing Technology goals and initiatives include maturing its enterprise capabilities, assets, and tools; and obtaining consultation on how Lottery’s Digital Marketing team may best organize and support its growing Marketing Technology initiatives, cultivate digital best practices within marketing; and collaborate effectively with the rest of Lottery’s organization.

Lottery wishes to achieve several outcomes through its Marketing Technology goals and initiatives including without limitation:

1. Continued enhancement of Lottery-owned and third-party digital platforms.

2. Evolve and improve customer engagement and user experience.

3. Integration between Lottery gaming systems and data services within Lottery-owned digital channels.

SECTION 3: MARKETING TECHNOLOGY CAPABILITIES AND SCOPE OF

SERVICES

The scope of potential services and deliverables are described in this Section Three. In the event a Master Agreement is Awarded, the successful Proposer shall deliver Services that support Lottery’s Marketing Technology goals and initiatives referenced in Section 2.3.3. Lottery will negotiate the final descriptions of work tasks and deliverables for all Work Order Contracts awarded to Contractor.

3.1 SCOPE OF POTENTIAL SERVICES

The Marketing Technology Services will assist Lottery to organize and support its growing digital initiatives; help Lottery’s digital marketing function evolve and grow; provide consultation and guidance on how Lottery may best work cross-functionally and collaboratively to achieve its Marketing Technology goals; recommend and help Lottery to evaluate tools and technology; and develop and execute campaigns based on digital first best practices.

Lottery may seek to obtain some or all of the following Services:

3.1.1 Customer Experience, User Experience, and User Interface.

All CX, UX, and UI design, development, and consultation related Services will be provided with a marketing lens and may include, without limitation (“CX, UX, and UI Services”):

3.1.1.1 Provide consultation and recommendations for best practices related to customer experience, development and design of user interface.

3.1.1.2 Provide CX, UX, and UI design, development, and integration.

3.1.1.3 Research, evaluate, and recommend new digital tools to improve the customer experience.

3.1.2 Digital Tools Development, Integrations, and Support.

Digital tools development, integrations, and support related Services may include, without limitation (“Digital Tools Development, Integrations, and Support Services”):

3.1.2.1 Provide development, integration, and ongoing support for digital tools.

Examples include without limitation: Azure, Xamarin, WordPress, CIAM, DAM, and

API.

3.1.2.2 Provide consultation and advice regarding best practices for digital gaming systems and integrations.

3.1.3 Custom Coding, Integrations, and Tools Development.

Custom coding, integrations, and tools development related Services may include, without limitation (“Custom Coding, Integrations, and Tools Development Services”):

3.1.3.1 Develop custom integrations and custom tools to provide new functionality for Lottery’s Mobile App and Website.

3.1.3.2 Assist with custom coding for integrations with Lottery systems and APIs to support Mobile App and Website content.

3.1.3.3 Provide Website and Mobile App development and integration with Lottery’s APIs and systems.

3.1.4 Website and Mobile App Management and Ongoing Support Services.

Website and Mobile App management, maintenance, and ongoing support related Services may include, without limitation (“Website and Mobile App Management and Ongoing Support Services”):

3.1.4.1 Participate in weekly meetings, or as requested by Lottery, for discussion of recommendations, specifications and requirements, consultation, and status updates. Provide written documentation of the details discussed during the meetings.

3.1.4.2 Provide regular maintenance updates, enhancements, release support, and bug resolution to keep the Mobile App and Website current with platform and technology updates. Ensure ongoing adherence to usability and accessibility standards.

3.1.4.3 Develop specifications and requirements for maintenance, upgrades, and enhancements to platforms, written code, and digital tools.

3.1.4.4 Provide recommendations for requirements, resources needed, and production priorities necessary for ongoing maintenance and support.

Notify Lottery of available enhancements. Provide recommendations on best-in-class tools, and automation, and work with other Lottery vendors and Lottery IT to complete work.

3.1.4.5 Provide Lottery with support Services that meet or exceed industry standards, in accordance with service level agreement(s) (“SLA”) and performance standards set forth in applicable Work Order Contract(s).

3.1.5 Digital Strategy, Consulting, and Planning Services.

Digital strategy, consulting, and planning related Services may include, without limitation (“Digital Strategy, Consulting, and Planning Services”):

3.1.5.1 Assist Lottery in identifying its strategic direction for promotion of Lottery products, games, and branding through the Website, Mobile App, and digital tools.

3.1.6 Analytics Services.

Analytics related Services may include without limitation (“Analytics Services”):

3.1.6.1 Review Lottery’s Website, Mobile App, and analytic tools and provide consultation and recommendations for improvements or best in class solutions.

3.1.6.2 Provide written quarterly analytical reviews.

3.1.7 Additional Marketing Technology Services.

Additional Marketing Technology related Services may include, without limitation (“Additional Services”):

3.1.7.1 Provide maintenance and ongoing support for Lottery Related Sites.

3.1.7.2 Provide Additional Services to support Lottery’s Marketing Technology goals and initiatives as required and identified more specifically under an applicable Work Order Contract.

3.1.8 Account Management.

Provide ongoing account management Services to facilitate the day-to-day management, workflow, and contract administration necessary to successfully perform the Services required under the Master Agreement and each Work Order Contract (“Account Management Services”).

3.1.9 Project Management.

The scope of the project management Services will support Lottery’s Marketing Technology initiative goals and objectives, including management and oversight of the tasks and deliverables required by Contractor under a Work Order Contract.

Project management related Services may include, without limitation (“Project Management Services”):

3.1.9.1 Dedicate a project manager or management team (“Project Manager”) and provide Lottery with direct access to the Project Manager.

3.1.9.2 Provide Project Management Services in a collaborative manner with

Lottery.

3.1.9.3 Project Manager shall attend meetings; ensure projects stay on schedule and on budget; assist Lottery with developing requirements as part of purchasing digital software or services; evaluating and understanding Lottery’s needs and processes in depth.

3.1.9.4 Contractor will have a mature and proven project management methodology that will, at a minimum, meet the following desired outcomes:

• Development of an overall strategy and approach to optimize the achievement of the defined project goals, objectives and outcomes.

• Projects are managed in a fashion that ensures objectives are met and benefits are realized.

• Roles, responsibilities and working relationships of project team members are clearly defined.

• Project governance structures are defined and adhered to.

• Project issues and risks are identified early allowing for adequate mitigations to be implemented.

• Project resources, key stakeholders and team members are appropriately informed and engaged.

3.1.10 Monthly Retainer Services

Provide ongoing maintenance, enhancement and support Services to support Lottery’s Mobile App and Website as required under a Work Order Contract (“Monthly Retainer”). Monthly Retainer related Services may include, without limitation:

3.1.10.1 Digital Tools Development, Integrations, and Support as described in Section 3.1.2.

3.1.10.2 Website and Mobile App Management and Ongoing Support Services as described in Section 3.1.4.

3.1.10.3 Digital Strategy, Consulting, and Planning Services as described in Section 3.1.5.

3.1.10.4 Analytics Services as described in Section 3.1.6.

3.2 CONTRACTOR RESPONSIBILITIES.

Details regarding Contractor’s role and responsibilities, confirmation of scope of work, timing, and project costs will be specified in each Work Order Contract.

3.3 LOTTERY RESPONSIBILITIES.

Details regarding Lottery’s responsibilities related to the review and approval of deliverables, provision of available internal Lottery data, and participation in meetings/discussions will be set forth in the Master Agreement and each Work Order Contract.

SECTION 4: PROCUREMENT REQUIREMENTS

4.1 PHASED PROCUREMENT OVERVIEW

This Procurement is broken down into two (2) “Phases” with an optional third Phase that Lottery anticipates leveraging.

4.2 PHASE ONE

4.2.1 Interested Proposers will have an opportunity to attend a virtual Pre-Proposal Conference to seek clarification from Lottery regarding this RFP in accordance with Section 5.2, Pre-Proposal Conference. The Pre-Proposal Conference is optional.

4.2.2 Proposers will submit a written response in accordance with the requirements set forth in this RFP. All Proposal materials required for both Phase One and Phase Two evaluations will be submitted as one Proposal on or before the Closing date indicated in RFP Section 1.2, Schedule.

The SPC will evaluate Proposers’ written responses for compliance with the mandatory (Pass/Fail) Proposal requirements as set forth in Section 4.5 of this RFP.

Proposers with written responses that pass all mandatory requirements will advance to Phase Two.

4.3 PHASE TWO

Lottery will evaluate Proposers’ written responses against the evaluation criteria as set forth in this RFP. Should Lottery decide following Phase Two evaluations that there is one clear successful Proposer, or elects to forego Phase Three, it may issue an intent to award and enter into direct negotiations with the successful Proposer or provide for additional rounds of evaluation.

4.4 OPTIONAL PHASE THREE

If Lottery decides to exercise this optional phase, it will consist of a virtual conference call to evaluate the Finalists’ capabilities, delivery approach, and overall fit in accordance with the criteria set forth in Section .5.9.2.6.

The selection of award, as determined by Lottery, will be made to the Proposer whose Proposal meets all the minimum requirements specified in this RFP, is deemed the best qualified to perform the Services described in this RFP based on the criteria specified in this RFP, and with whom the Lottery has completed successful Master Agreement negotiations. Proposals will be evaluated in accordance with the process detailed in RFP Section 5.9, Evaluation Process.

4.5 MINIMUM REQUIRED QUALIFICATIONS

A Proposal must demonstrate how Proposer meets all requirements of this Section 4.5. For Phase 1 evaluation, the SPC will review each Proposal to determine compliance with the mandatory (Pass/Fail) Proposal requirements specified in this Section 4.5. Lottery may reject as Non-Responsive Proposals that fail to meet any mandatory Proposal requirements specified in this Section 4.5. Lottery may accept minor informalities in accordance with OAR 177-038-0170.

The SPC will forward all Responsive Proposals to the Lottery Proposal evaluation committee for

Phase 2 evaluation.

Proposer Minimum Required Qualifications

Proposers must respond to the following, which will be examined by Lottery and used to assist Lottery to determine Proposer Responsibility and validate the minimum required qualifications.

4.5.1 Marketing Technology Experience

Proposer must complete and submit Attachment RT2 – Proposer Information and References Response Template to demonstrate it has a proven history of successfully providing services similar to those outlined in Section 3.1, Scope of Potential Services; and has completed at least five previous projects in the last five (5) years that were similar in scope and complexity as outlined in this RFP.

As part of its response to Attachment RT2, Proposer must include a copy of its service level agreement(s) (“SLA”) for Services described in Section 3.1, Scope of Potential Services.

4.5.2 Ability to Service

Proposer must complete and submit Attachment RT3 – Proposer Organization and Staffing Response Template to demonstrate its Key Persons have the necessary qualifications as envisioned in Section 4.5.3, Key Person Requirements.

4.5.3 Key Person Requirements

The following table describes the Key Persons roles and qualifications that Lottery envisions for the resulting Master Agreement. Proposer must employ key persons that have substantially equivalent qualifications as those provided in this section. Key Persons must not be subcontractors or outsourced to a third-party. Lottery expects Services under a Work Order Contract to be provided by the individuals proposed as Key Persons in the response. If Proposer intends to propose alternative Key Person titles, roles, or qualifications, Proposer must describe in Attachment RT3 – Proposer Organization and Staffing Response Template how the alternative will fulfill the responsibilities and meet the qualifications described in this section.

Proposer must maintain continuity of the personnel assignments throughout the performance of the Master Agreement and Work Order Contracts. Proposer must have the ability to remove staff and provide replacement staff with minimal impact to Lottery.

One Key Person may fill multiple roles, and a role may be filled by more than one Key Person to support and meet Lottery’s desired qualifications. Lottery requires backups to all Key Persons to ensure work continues if a Key Person is out of office or unavailable. Lottery requires direct access to Key Persons performing Services under the Master Agreement and Work Order Contracts.

EXPECTED KEY PERSONS

Role

Minimum Qualifications Desired Qualifications

Project Manager

Backup Project Manager

• A minimum of five (5) years of experience managing digital projects for both website and mobile app.

• Digital UX/CX project experience.

• Experience working on Xamarin and/or Azure integrations.

• Experience managing project workflow and issue tracking in Jira.

• Ability to work across teams such as Digital Marketing, IT, IT Security, and other vendors.

Account Manager • A minimum of five (5) years of experience as a digital account manager.

• Proficiency in digital marketing tools.

• Ability to develop and implement comprehensive digital strategies; and provide analytics of effectiveness.

• Extensive knowledge of digital best practices.

Mobile App/Software Developer

Backup Mobile App/Software Developer

• A minimum of five (5) years of experience in both iOS and Android applications.

• In-depth knowledge of relational database systems and integration of data from various back-end services, APIs, and databases.

• Expertise in Xamarin and Azure technologies, development, and integrations.

• Proven ability to gather and refine specifications and requirements; to create mockups and prototypes; and to deliver quality mobile app solutions within the constraints of timelines and budgets.

• Proven ability to provide ongoing functional improvements and bug fixes.

• Ability to work across teams such as Digital Marketing, IT, System Administration, and other vendors.

Web Developer

Backup Web Developer

• A minimum of five (5) years of experience in modern full stack web technologies, techniques, platforms, and programming languages.

• Proven ability to gather and refine specifications and requirements; to create wireframes, mockups, and prototypes; and to deliver quality web

• Technology experience in the following: PHP, MySQL, Apache, ASP.NET, MVC, C#, JavaScript, NPM, HTML, CSS, JSON, GitHub, Xamarin, Azure, SQL, and Google Analytics.

• Ability to create and maintain software documentation, provide support, and troubleshooting solutions within the constraints of timelines and budgets.

• In-depth knowledge of relational database systems and integration of data from various back-end services, APIs, and databases

• Ability to provide ongoing functional improvements and bug fixes.

• Ability to work across teams - Digital Marketing, IT, System Administration, and other vendors.

CX, UX, and Accessibility Marketing Technology Subject Matter Expert(s)

• A minimum of three (3) years of experience in usability, accessibility, user interface design, information architecture, and Search Engine Optimization.

4.6 MINIMUM SUBMISSION AND PROPOSAL REQUIREMENTS

4.6.1 Phase One and Phase Two

Proposer must complete and submit each of the following attachments, following the instructions provided for within this RFP or the applicable attachment:

Attachment Description

Attachment RT1 - Cover Letter and Executive Summary

This template provides the executive summary as well as Proposer contact information for Proposer and any subcontractors, RFP Response checklist, and signature certification that Proposer understands and agrees to be bound by requirements of RFP and any resulting Master Agreement and Work Order Contracts.

The attached Attachment RT1 - Cover Letter and Executive Summary Response Template must bear the Proposer’s authorized representative’s signature.

Attachment Description

Attachment RT2 - Proposer Information and References

Failure to demonstrate compliance with Oregon Tax Laws and sign Attachment RT2 - Proposer Information and References Response Template, may result in a finding of non-Responsibility.

This template will require Proposer to provide three (3) references from current or former client firms for similar projects performed for any clients within the last five (5) years. References must be able to verify the quality of previous, related work. Proposer must seek response from referrals, which shall be submitted directly to Lottery SPC using Attachment RT6 – RFP Reference Response Template.

Lottery may check to determine if references provided support Proposer’s ability to comply with the requirements of this RFP. Lottery may use references to obtain additional information, or verify any information needed. Lottery may contact any reference (submitted or not) to verify Proposer’s qualifications.

Attachment RT3 – Proposer Organization and Staffing

The Proposer’s proposed organization and staffing plan should align with the Key Person requirements and guidance provided in the RFP Section 4.5.3. If the plan does not align with the guidance provided in Section 4.5.3, the Proposer should discuss the justification for recommending an alternative staffing organization.

Attachment RT4 – Forms and Response to Sample Master Agreement

As part of completing this Response Template, the Proposer must review Attachment R1 - Sample Master Agreement and sign Attachment RT4 - Forms and Response to Sample Master Agreement in order to note the Proposer’s acknowledgement, intent of compliance, and exceptions to the Attachment R1 - Sample Master Agreement. If exceptions are not noted in Attachment RT4 - Forms and Response to Sample Master Agreement, but raised during Master Agreement negotiations, Lottery reserves the right to discontinue negotiations if, in its sole discretion, deems that to be in the best interest of Lottery.

Attachment Description

Attachment RT5 - Cost Proposal (Separate Electronic File)

Proposer must submit a detailed Cost Proposal using the attached Attachment RT5 - Cost Proposal Response Template as a separate file following the proposal requirements detailed in section 4.6.3 Proposal Format and Quantity. Proposer must complete and provide all information requested in the template. The Proposer must provide details pertaining to the assumptions, expectations, and performance parameters that have been used as the basis for the costs. The Proposer represents that all cost items associated with the Services as requested in this RFP are included in this template.

Should the failure to adequately represent all costs as requested in this RFP be discovered prior to execution of the Master Agreement and initial Work Order Contract Lottery may, at its sole discretion, reject the Proposal.

Attachment F1 - Disclosure Exemption Affidavit

If Proposer is requesting exemption from public records disclosure of any segment of Proposal, Proposer must complete and submit with Proposal.

Attachment F2 - COBID - Certified Disadvantaged Business Outreach Plan (submit 1 copy only)

The successful Proposer must detail how its firm engages in outreach to COBID qualified firms.

Attachment F6 – Procurement Pre- Assessment Checklist

This checklist is to be completed by the Proposer. The information provided in this form offers the Lottery an opportunity to assess the proposer's existing security standards.

Attachment F7 - Preliminary Security Questionnaire

This questionnaire is to be completed by a Proposer as part of the solicitation process. The information provided is reviewed by Lottery’s Vendor Investigation Section to help identify any preliminary concerns that should be addressed before in-depth selection or negotiations begin with a proposer.

Attachment F8 - IT Supplemental Questionnaire CAIQ v3.1

This questionnaire is a supplement to the Procurement Pre- Assessment Checklist. If third-party attestations or certifications are not available as indicated in Proposer’s completed Procurement Pre-Assessment Checklist, Proposer must complete and submit Attachment F8 – IT Supplemental Questionnaire CAIQ v3.1.

4.6.2 Proposal Page Limits

The attachments described in Section 4.6 may include page limit requirements, which are noted within each response template. Any pages exceeding those limits will not be provided to the evaluation committee or considered in the evaluation.

4.6.3 Proposal Format and Quantity

Proposal should follow the format and reference the sections listed in the Proposal Requirements section. Responses to each section and subsection should be labeled to indicate the item being addressed. Cost information must be submitted as a separate electronic file.

4.6.4 Electronic Delivery

Proposals must be submitted through OregonBuys, the State of Oregon’s eProcurement system at https://oregonbuys.gov/ on or before Closing.

4.6.5 Authorized Representative

Failure of the authorized representative to sign the Proposal may subject the Proposal to rejection by Lottery.

SECTION 5: SOLICITATION PROCESS

5.1 PUBLIC NOTICE

The RFP and attachments are published in OregonBuys, the State of Oregon’s eProcurement system at https://oregonbuys.gov/. RFP documents will not be mailed to prospective Proposers.

Modifications, if any, to this RFP will be made by written Addenda published in OregonBuys.

Prospective Proposer is solely responsible for checking OregonBuys to determine whether any Addenda have been issued. Addenda are incorporated into the RFP by this reference.

5.2 PRE-PROPOSAL CONFERENCE

A one-hour virtual Pre-Proposal conference will be held at the date and time listed in the Schedule, Section 1.2. Attendance is not required but is recommended. Lottery will explain the RFP process and will field questions regarding the Services or RFP process. The Pre-Proposal conference is held in a group.

Statements made at the Pre-Proposal conference are not binding upon Lottery. Proposers may be asked to submit questions in writing.

Interested parties may participate in the Pre-Proposal Conference by submitting your company representative’s contact information via email to the SPC identified on page one of the RFP.

• The subject line should state the following: “RFP 16073 Marketing Technology, Interested Proposer”

• The body of the email should contain Proposer’s designated participant(s) contact information including name, email, and title of participant.

https://oregonbuys.gov/ https://oregonbuys.gov/

Within 24 hours of SPC’s receipt of your email you will receive a ZOOM meeting invitation with the call-in number. It is Proposer’s responsibility to ensure it has the meeting invitation information prior to the scheduled Pre-Proposal Conference.

5.3 QUESTIONS / REQUESTS FOR CLARIFICATIONS

All inquiries, whether relating to the RFP process, administration, deadline, or method of award, or to the intent or technical aspects of the RFP must:

• Be delivered to the SPC via email.

• Reference the RFP number.

• Identify Proposer’s name and contact information.

• Refer to the specific area of the RFP being questioned (i.e. page, section and paragraph number).

• Be received by the due date and time for Questions/Requests for Clarification identified in

Section 1.2, Schedule.

5.4 PROPOSAL DELIVERY OPTIONS

Proposer is solely responsible for ensuring its Proposal is received by the SPC in accordance with the RFP requirements before Closing. Lottery is not responsible for any delays due to transmission errors or delays, or for any mis-delivery for any reason. A Proposal submitted by any means not authorized below will be rejected. The following delivery option is permitted for this RFP:

• Delivery through OregonBuys.

A Proposal will be submitted electronically through OregonBuys and is subject to the following restriction:

A Proposal will be submitted as a screen-reader/ADA accessible .pdf file that is PC-compatible.

5.5 PROPOSAL MODIFICATION OR WITHDRAWAL

If a Proposer wishes to make modifications to a submitted Proposal, it must submit its modification in one of the authorized methods listed in the Proposal Delivery Options section.

To be effective, the notice must include the RFP number and be submitted to the SPC prior to Closing.

If a Proposer wishes to withdraw a submitted Proposal, it must submit a written notice signed by an authorized representative of its intent to withdraw to the SPC via email prior to closing in accordance with OAR 177-038-0130. To be effective, the notice must include the RFP number.

5.6 PROPOSAL DUE

A Proposal (including all required submittal items) must be received by the SPC on or before Closing. All Proposal modifications or withdrawals must be received prior to Closing.

A Proposal received after Closing is considered LATE and will NOT be accepted for evaluation. A late Proposal will be returned to the Proposer or destroyed.

5.7 PUBLIC OPENING

The Lottery does not publicly open Offers.

5.8 PROPOSAL REJECTION

Lottery may reject a Proposal for any of the following reasons:

• Proposer fails to substantially comply with all prescribed RFP procedures and requirements, including but not limited to the requirement that Proposer’s authorized representative sign the Proposal.

• Proposer has liquidated and delinquent debt owed to the State or any department of the State or Lottery.

• Proposer fails to meet the responsibility requirements of this RFP and OAR 177-038-180.

• Proposer makes any contact regarding this RFP with Lottery representatives such as

Lottery employees or officials other than the SPC or those the SPC authorizes, or inappropriate contact with the SPC.

• Proposer attempts to influence a member of the Evaluation Committee.

• Proposal is conditioned on Lottery’s acceptance of any other terms and conditions or rights to negotiate any alternative terms and conditions that are not reasonably related to those expressly authorized for negotiation in the RFP or Addenda.

5.9 EVALUATION PROCESS

5.9.1 Responsiveness and Responsibility determination

5.9.1.1 Responsiveness determination

A Proposal received prior to Closing will be reviewed to determine if it is Responsive to all RFP requirements including compliance with Section 4.5, Minimum Required Qualifications and Section 4.6, Minimum Submission and Proposal Requirements. If the Proposal is unclear, the SPC may request clarification from Proposer. However, clarifications may not be used to rehabilitate a non-Responsive proposal. If the SPC finds the Proposal non-Responsive, the Proposal may be rejected; however, Lottery may waive mistakes in accordance with OAR 177-038-0170.

5.9.1.2 Responsibility determination

Lottery will determine if an apparent successful Proposer is Responsible prior to Award and execution of the Contract. Proposers shall complete and submit Attachment RT2 – Proposer Information and References Response Template which will be examined by Lottery and used to assist Lottery to determine Proposer Responsibility.

At any time prior to Award, Lottery may reject a Proposer found to be not Responsible.

5.9.2 EVALUATION CRITERIA

5.9.2.1 Consensus Scoring

In each phase that requires evaluators to review written Proposals, Lottery will utilize a consensus scoring methodology to make its determination. The methodology is outlined below; however, Lottery reserves the right to make modifications to the process without written notice, except in the specification of criteria and their weights if weights are given.

Consensus scoring is a methodology that encourages discussion and agreement on a given score by all the evaluators. For consensus scoring the evaluation team meets to develop consensus scores for each Proposer of the solicitation.

During the scoring sessions, the moderator will point the evaluation team to each set of applicable criteria and encourage open discussion and debate, one proposal at a time. The goal of this discussion is to provide additional insights into the Proposer’s offering and to correct misperceptions held by individual evaluators. Once discussion has concluded, the evaluation team will agree on a final score for the given Proposer.

5.9.2.2 Step 1: Phase 1 Review of Minimum Qualifications.

Prior to review by the evaluation team, each Proposal will be reviewed for meeting the set of mandatory criteria / minimum qualifications (MQs) outlined in Section 4.5 of the RFP. This review will typically be conducted by Procurement, however some items that require specific expertise may be reviewed by others who are not part of the evaluation team.

Each Proposal that does not meet the MQs will be rejected, and the reason for the rejection will be noted and provided to the Proposer prior to the evaluation team receiving Proposals for their review. All Proposals that meet the MQs will be reviewed by the evaluation team.

5.9.2.3 Step 2: Individual Review.

Before evaluators attend a Presentation or receive a written response, they will participate in a short session to go over the RFP and the applicable review criteria in Section 5.9.2.5 Awarding Scores to ensure that all evaluators have a clear understanding of what they are supposed to evaluate.

Evaluators are expected to take notes highlighting significant points in the proposals including but not limited to things they liked and disliked and note any questions they have. Evaluators should not document their scores as this will be done at the consensus meeting.

5.9.2.4 Step 3: Consensus Evaluation.

Using a consensus-based evaluation means that scores are derived by consensus during a consensus evaluation meeting. During this meeting, the SPC or designee, invites discussion regarding each of the criteria one proposal at a time. A designated scribe will be the only member in the meeting who records the comments and scores using the provided scorecard. At the end of the discussion the SPC, or designee, seeks a consensus score from the evaluation team.

5.9.2.5 Step 4: Awarding Scores for Phase 2.

Written response will follow the consensus process outlined in Section 5.9.2 Evaluation Criteria, using the following criteria and weights to determine rank:

Written Response

Criteria Question Examples of considerations

Weight

Company Profile Can Proposer be Lottery’s service provider for the long-term?

History of similar projects, company culture, strategic direction, innovation, roadmap

20%

Capability to Deliver Can Proposer deliver on the ask?

Capability to deliver on stated requirements, demonstrated ability to deliver what is promised, breadth of services offered, team experience, Key Persons

35%

Corporate Cultural Fit Is Proposer compatible with Lottery’s corporate culture?

Good fit with stated requirements; in alignment with Lottery’s mission statement, governance fit, corporate culture, values, and attitudes as described in RFP Section 2.3.1, Lottery Overview and Background;

compatibility with Lottery’s methodology and approach

Value-Added Capabilities and Services

Does Proposer provide any additional marketing technology sub-stacks, capabilities, or areas of expertise outside the stated services in RFP Section 3.1?

Examples include, without limitation: White label gamification, eCommerce, CRM, data modeling.

10%

Cost How does Proposer’s costs compare to other Proposer’s costs?

Uses cost scoring calculation described below

15%

Cost Scoring.

The SPC will conduct the cost evaluation using a mathematical formula based on the percentage of the proposed total cost as compared to the lowest Proposer’s total cost. The cost calculation will use the following formula to determine the awarding of points:

lowest cost of all Proposers X cost points possible = “Cost Score” cost being scored

The lowest cost proposal receives maximum points. Cost proposals with the same total cost will receive the same number of points.

5.9.2.6 Optional Phase Three Conference Call

Criteria Question Examples of considerations

Weight

Company Profile

Can Proposer be Lottery’s service provider for the long-term?

History of similar projects, company culture, strategic direction, innovation, roadmap

Capability to Deliver Can Proposer deliver on the ask?

Capability to deliver on stated requirements, demonstrated ability to deliver what is promised, breadth of services offered, team experience, Key Persons

35%

Corporate Cultural Fit Is Proposer compatible with Lottery’s corporate culture?

Good fit with stated requirements and demonstrated ability to meet those requirements;

completeness of vision and solution; alignment with Lottery’s expectations.

Good fit with stated requirements; in alignment with Lottery’s governance fit, corporate culture, values, and attitudes;

compatibility with Lottery’s methodology and approach

Value-Added Capabilities and Services

Does Proposer provide any additional marketing technology sub-stacks, capabilities, or areas of expertise outside the stated services in RFP Section 3.1?

Examples include, without limitation: White label gamification, eCommerce, CRM, data modeling.

10%

Cost How does Proposer’s costs compare to other Proposer’s costs?

Proposer’s cost score from Phase Two will be carried

15% forward to this Phase Three.

5.10 TIEBREAKERS.

If Lottery receives Proposals identical in cost, fitness, availability, and quality and chooses to award a Master Agreement, Lottery shall award the Master Agreement in accordance with the procedures outlined in OAR 177-038-0200.

5.11 RANKING OF PROPOSERS

The SPC will derive the rank of each Proposal at the conclusion of each Phase. Lottery will rank all Proposals at the conclusion of each Phase.

5.12 COMPETITIVE RANGE

Following evaluations for Phase Two, if Lottery decides to conduct Phase three Lottery will establish a Competitive Range. The Competitive Range will include the top three highest ranked Proposers following the completion of the Phase Two evaluation, or at Lottery’s sole discretion more or fewer than three if Lottery determines there is a natural break in the distribution of scores indicating that more or fewer than three Proposers have a reasonable chance of being selected for an Award.

Following Phase Two evaluations, Lottery may, in its sole discretion, determine an apparent successful Proposer with no additional rounds of competition, or conduct third or additional phases of evaluation to make a selection as set forth below.

5.13 OPTIONAL PHASE THREE SELECTION

As further described in Section 6, Lottery anticipates conducting Phase Three as a final round of competition that involves a virtual conference call with up to three (3) of the highest ranked Proposers, or a number of Proposers as determined by Lottery in accordance with Section 5.12.

If Lottery conducts Phase Three, Phase Two scores will be set aside such that Proposers participating in Phase Three will compete on an equal basis. Lottery will evaluate Proposers that advance to Phase Three (“Finalists”) using the Optional Phase Three Conference Call criteria set forth in Section 5.9.2.5.