20075_CREATIVE SERVICES RFP_(12-06-23).pdf

RFP [20075] – [Creative Services RFP]

COVER PAGE

Oregon State Lottery is issuing this Request for Proposals (RFP) #20075 under OregonBuys Bid # S-177000-00008875 for

CREATIVE SERVICES

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

Date of Issue: 12/07/2023

Closing Date and Time: 01/05/2024, 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

Pre-Proposal Conference Contact:

Elyse Castillo, Procurement and Contracts Specialist 2 Phone (voice) 971-209-5588 E-mail: elyse.castillo@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: CREATIVE SERVICES CAPABILITIES AND SCOPE OF SERVICES

3.1 Scope of Potential Services

3.2 No Media Buys

3.3 Ownership of Creative Assets

3.4 Contractor Responsibilities

3.5 Lottery Responsibilities

SECTION 4: PROCUREMENT REQUIREMENTS

4.1 PHASED PROCUREMENT OVERVIEW

4.2 PHASE ONE

4.3 PHASE TWO

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 PRESENTATION

6.1 PHASE THREE PRESENTATION

6.2 PHASE THREE PRESENTATION SCHEDULING

6.3 PHASE THREE PRESENTATION MATERIALS

6.4 PHASE THREE PRESENTATION 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

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 creative marketing services as described in this RFP (“Creative Services” or “Services”).

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

Lottery anticipates the award of one Creative Services master agreement (“Master Agreement” or “Contract”) with the highest-ranked Proposer resulting from 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

Voluntary Pre-Proposal Conference 12/13/23 10:00 a.m. – 11:30 a.m.

Questions / Requests for Clarification Due 12/14/23 4:00 p.m.

Answers to Questions / Requests for Clarification Issued (approximately) 12/20/23

Closing (Proposal Due) 01/05/24 4:00 p.m.

Evaluation Period (Phase One and Phase Two) 01/08/24 – 02/02/24

Notice 02/02/24

Optional Phase Three Presentation Period 02/26/24 – 02/29/24

Evaluation Period (Optional Phase Three) 02/29/24 – 03/01/24

Issuance of Notice of Intent to Award (approximately) 03/01/24

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.

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.

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.

Data Audience insights or data including segmentation, affinity, demographics, behavior, or other information offering key learnings around Lottery audiences to inform creative production or concepts.

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.

Main Office Oregon Lottery’s main office located at 500 Airport Road SE, Salem, Oregon, 97301.

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.

OHA Oregon Health Authority OPGR Oregon Problem Gambling Resource ORS Oregon Revised Statute.

Pre-Proposal Conference Contact

Lottery person for interested parties to contact to request the Pre-Proposal Conference meeting invitation and call-in number.

Public Sector Government sponsored organizations.

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

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

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.

SPC Single Point of Contact.

Website Oregon Lottery website: 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

The majority of Oregon Lottery’s consumer outreach, advertising, and marketing efforts fit into three distinct categories of focus (“Focus Category” or “Focus Categories”). The core messaging for each Focus Category adjusts by campaign and by channel but is always delivered to Oregonians in a manner that is conversational, engaging, informative, and fun; yet also promotes positive, healthy behaviors while adhering to the highest standards of responsibility, integrity, https://oregonteacheroftheyear.org/ https://www.opgr.org/ https://www.oregonlottery.org/ honesty, and authenticity. Striking that balance can be complex, but it is vital to Lottery’s communications as a market-driven business and a public trust.

2.3.3 Focus Categories

2.3.3.1 Brand Promise

Focusing on the “good things,” Lottery’s brand promise content features the programs and projects funded by Lottery game play across the state of Oregon.

Seasonally delivered, Lottery’s brand promise messaging is a blend of broad, awareness-driven multi-channel campaigns and specific, community-centric digital only campaigns, all of which is strategically supported by a strong multi-channel mix of owned-channel communications and engagement.

2.3.3.2 Problem Gambling

Delivered within the OPGR brand, Lottery’s problem gambling advertising runs across a mix of digital and traditional channels in continuity across the entire year. The focus blends conversion and awareness in partnership with the OHA to best connect impacted Oregonians to free treatment, support, and education to reduce or eliminate gambling harm.

2.3.3.3 Product Advertising

Product advertising campaigns are generally seasonal, fun, and informational;

often focusing on new product news and market differentiators (“Campaigns”).

The Campaigns drive foot traffic to Lottery retailers and digital traffic to Lottery-managed digital channels such as Lottery’s Website, Mobile App, and Related Sites. Product messages seek to maintain revenue with many (age 18+) Oregonians who purchase a few Lottery games rather than a small segment of players who spend an increased share of their entertainment budget on Lottery games.

2.3.4 Lottery’s Business Objectives

Through a lens of Data-informed strategic planning, Lottery seeks to contract with a qualified firm to assist with creative production that results in Lottery maintaining a favorability rating of 70% or greater amongst adult Oregonians, a high recall of Lottery beneficiaries, responsible promotion of Lottery products and services, and reinforcement of the tangible benefits across Oregon resulting from funding generated by Lottery game play.

Lottery has an internal marketing and advertising team that collaborates with creative agencies to concept and produce a wide variety of campaigns and engaging assets for broad and segmented (age 18+) Oregonian audiences.

Lottery anticipates but does not guarantee that Services under a contract resulting from this RFP may be required for approximately 6-8 Campaigns per year with varying complexity and length.

SECTION 3: CREATIVE SERVICES 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 Creative Services that support Lottery’s creative marketing initiatives, goals and objectives referenced in Section 2.3.

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 Creative Services will primarily include ongoing strategic planning and account management Services. It is also anticipated that Lottery will request the successful Proposer to provide creative development and production planning and execution Services from time to time.

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

3.1.1 Strategic Planning.

Strategic planning related Services may include, without limitation (“Strategic Planning Services”):

3.1.1.1 Work proactively with Lottery on an ongoing basis to help identify strategic direction in support of and in alignment with Lottery’s go-to-market plans.

This may include general strategic input, directed brainstorming and ideation, secondary research compilation, interaction with Lottery beneficiary agencies, communication plan recommendations and other related marketing activities.

3.1.1.2 Make recommendations to Lottery on how to communicate to diverse audiences effectively and responsibly, with the inclusion of messages that are culturally competent and contextually relevant to both broad and targeted groups throughout the state of Oregon.

3.1.1.3 Assign Key Persons to perform Strategic Planning Services under Lottery’s account.

3.1.2 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”).

3.1.3 Creative Development.

Creative development related Services may include, without limitation (“Creative Development Services”):

3.1.3.1 Develop creative concepts for any combination of Lottery’s multimedia advertising and communications (“Concepts”). Concepts may apply to any traditional or non-traditional methods of advertising across both mass and segmented audiences.

3.1.3.2 The successful Proposer may be required to interact with other Lottery contractors to extend Concepts across a multitude of paid or Lottery-owned media channels.

3.1.3.3 Develop creative solutions based upon a Lottery-supplied creative brief outlining the messaging, target audience, tone, and executional considerations (“Creative Solutions”). Creative Solutions are finalized through an iterative process to ensure such solutions are in line with Lottery’s creative direction.

3.1.3.4 Prepare and submit production timelines for all deliverables up to the final delivery of the Lottery selected and approved projects and Campaigns. The successful Proposer delivers assets in a variety of specified formats as agreed upon with Lottery.

3.1.3.5 Provide demonstrated experience in inclusive multicultural communications and commit to learning and adhering to Lottery’s best practices around RG and PG.

3.1.4 Production Planning and Execution.

Production planning and execution related Services may include, without limitation (“Production Planning and Execution Services”):

3.1.4.1 Produce and deliver any combination of Lottery’s approved production deliverables related to communications and advertising. Production Planning and Execution Services may include video, digital content, audio, print, out-of-home, merchandising collateral, promotional items, and any other communications outreach effort that Lottery selects to support its marketing & advertising Campaigns and projects.

3.1.4.2 Prepare and submit a cost estimate and production timeline for all production deliverables up to the final delivery of the selected and Lottery-approved electronic master files to Lottery.

3.1.4.3 Negotiate, arrange, and manage aspects of and contracting for directors, producers, production services, props, talent and associated fees, licensing rights and associated fees, photography, illustration, coding, fonts, and other services required to produce and deliver Lottery-approved assets for Campaigns or advertisement(s).

3.1.5 Meetings and Performance Review.

The Master Agreement resulting from this RFP will include the requirement for Contractor to:

3.1.5.1 Participate in a kick-off meeting following the issuance of a Work Order Contract and Contractor’s receipt of a Lottery-provided creative brief for discussion, dialog, feedback, and approvals related to the work to be performed under the Work Order Contract and the corresponding creative brief.

Participate in related follow up meetings, if requested by Lottery.

3.1.6 Master Storage.

Provide master storage related Services as outlined in Section 7.f of Attachment R1, Sample Master Agreement (“Master Storage Services”).

3.1.7 Additional Creative Services.

Additional creative marketing related Services may include, without limitation (“Additional Services”):

Provide Additional Services to support Lottery’s creative marketing goals, objectives, and initiatives as required and identified more specifically under an applicable Work Order Contract.

3.1.8 Monthly Retainer Services

Provide ongoing Strategic Planning, Account Management, and Master Storage Services as required under a Work Order Contract (“Monthly Retainer”).

Monthly Retainer related Services may include, without limitation:

3.1.8.1 Strategic Planning Services as described in Section 3.1.1.

3.1.8.2 Account Management Services as described in Section 3.1.2.

3.1.8.3 Master Storage Services as described in Section 3.1.6.

3.1.9 Days, hours, method, and location for Services.

The Master Agreement resulting from this RFP will include the requirement for Contractor to:

3.1.9.1 Attend meetings at Lottery’s Main Office, if requested by Lottery under a Work Order Contract. Meetings may be conducted remotely/virtually unless otherwise required under a Work Order Contract. The times and days for all meetings will be scheduled to occur on Business Days as defined in the RFP between the hours of 8:00 a.m. and 5:00 p.m. (Pacific Time).

3.1.9.2 Be available to Lottery in person, by email, phone, or remotely/virtually on Business Days as defined in the RFP between the hours of 8:00 a.m. and 5:00 p.m. (Pacific Time).

3.2 NO MEDIA BUYS.

This RFP and any resulting Master Agreement do not include media planning or media buying services.

3.3 OWNERSHIP OF CREATIVE ASSETS.

All creative assets, including advertisements delivered to Lottery are the exclusive property of Lottery.

3.4 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.

3.5 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 an in-person presentation to be held at Lottery’s Main Office 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 One 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 Two 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 Creative Experience, Oregon-Based Business, and References

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 meets the following mandatory criteria:

4.5.1.1 Oregon-Based Business

Proposer shall be headquartered and staffed within the state of Oregon or southwestern Washington. Proposer shall have a deep understanding of Oregon culture and demographics.

4.5.1.2 Organizational Structure

Proposer shall have:

4.5.1.2.1 A minimum of five (5) or more full-time, non-contract, non-freelance staff performing Oregon focused services within the state of Oregon or southwestern Washington.

4.5.1.2.2 A minimum of $1,000,000 in yearly gross revenues for each of the last three (3) calendar years for Oregon focused services performed within the state of Oregon or southwestern Washington.

4.5.1.2.3 Client references from three (3) medium to large

organizations. For purposes of this RFP, a medium organization shall have at least 50+ employees; and a large organization shall have at least 300+ employees. Proposer is encouraged to provide at least one (1) Public Sector client reference, if available.

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 shall employ Key Persons that have substantially equivalent qualifications as those provided in this section. Key Persons shall not be subcontractors or outsourced to a third-party. Lottery requires 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 shall 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 shall maintain continuity of the personnel assignments throughout the performance of the Master Agreement and Work Order Contracts. Proposer shall 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 minimum and 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 • 2+ years as a marketing coordinator or project manager in an advertising or creative agency setting.

• 5+ years as a marketing coordinator or project manager in an advertising or creative agency setting.

Account Manager • 3+ years as an account manager in an advertising or creative agency setting.

• Experience in advanced insights and analytics

• Experience in invoicing and billing software.

• 5+ years as an account manager in an advertising or creative agency setting.

• Expertise in advanced insights and analytics

• Expertise in invoicing and billing software.

Creative Director • 5+ years as a creative director

• Experience as a copywriter, graphic designer, or production artist

• Experience in project management with a focus in creative direction

• 8+ years as a creative director

Backup Project Manager

• 1+ years as a marketing coordinator or other related agency experience.

• 2+ years as a project manager, marketing coordinator or other related agency experience.

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 the RFP requirements 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 and

Attachment RT6 – RFP Reference Response

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. To avoid a potential conflict during the evaluation process, Oregon Lottery references will not be allowed for this RFP. Proposer may use other lotteries as references.

Proposer may use the same client reference more than once, but Lottery prefers that Proposer use different client references to provide multiple perspectives.

Lottery may check to determine if references provided support Proposer’s ability to comply with the RFP requirements. 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 Description

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 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. For purposes of this RFP, Lottery has determined that the checklist Section II will be designated as a Category C and Section III.B will not be applicable.

Attachment Description

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.

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 shall 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. For clarification, Proposer shall follow the format of each attachment with all pages, titles, and table of contents included.

Proposer shall submit its Cost Proposal as a separate .pdf file. Proposer shall submit the remaining required attachments combined into one (1) .pdf file.

Proposer shall not include any links in its proposal response content. Failure to follow this requirement may result in a lower score or disqualification.

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 Proposer’s 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.

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

5.2 PRE-PROPOSAL CONFERENCE

A 1.5-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 Pre-Proposal Conference Contact identified on page one of the RFP by no later than 5:00 p.m. (Pacific Time) on the day before the scheduled Pre-Proposal Conference (“Request Deadline”).

• The subject line should state the following: “RFP 20075 Creative Services, Interested Proposer.”

• The body of the email should contain Proposer’s designated participant(s) contact information including name, email, and title of participant for up to two (2) designated participants.

Within 24 hours of the Pre-Proposal Conference Contact’s receipt of your email you will receive a TEAMS meeting invitation with the call-in number. Proposer shall contact the Pre-Proposal Conference Contact identified on page one of the RFP via phone if it has not received the meeting invitation information by the Request Deadline. 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.

File size limit: OregonBuys has a maximum size limit of 500 MB for zipped and unzipped files. OregonBuys recommends zipping larger files to avoid slowness or delay while uploading files.

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, creative innovation.

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, 10% 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 creative services or production enhancements outside the stated services in RFP Section 3.1?

Examples include, without limitation: in-language services, animation, and digital asset development.

15%

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

Uses cost scoring calculation described below

20%

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 cost being scored X cost points possible = “Cost Score”

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 Presentations

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, creative innovation.

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

10%

Value-Added Capabilities and Services

Does Proposer provide any additional creative services or production enhancements outside the stated services in RFP Section 3.1?

Examples include, without limitation: in-language services, animation, and digital asset development.

15%

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

Proposer’s cost score from Phase Two will be carried 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 presentation 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 presentation criteria set forth in Section 5.9.2.5. At the conclusion of Phase Three, Lottery will rank the Proposers as set forth in Section 5.11 and either identify an apparent successful Proposer or issue an addendum to the RFP establishing an additional phase or phases of competition as set forth in Section 5.14.

5.14 SCORING AND RANKING OF PROPOSERS FOR SUBSEQUENT PHASES

If Lottery conducts four or more phases of competition, Lottery will establish the process and schedule along with the criteria by which Proposals will be evaluated in each phase subsequent to Phase Three in an Addendum to this RFP issued by Lottery and posted on OregonBuys.

5.15 RFP DOCUMENTS

RFP documents, required forms, and Response Templates are attached in OregonBuys and are available for download.

SECTION 6: OPTIONAL PHASE THREE PRESENTATION

6.1 PHASE THREE PRESENTATION

If Lottery determines it is in its best interest, Lottery will conduct Phase Three. Lottery anticipates leveraging this round.

6.2 PHASE THREE PRESENTATION SCHEDULING

Those Proposers invited to participate in Phase Three will be given a minimum of one (1) weeks’ prior notice of the date and time of their presentation. Lottery has provided a set of dates it anticipates presentations to be held in Section 1.2.

6.3 PHASE…