RFP [22025] – [Media Services RFP]

COVER PAGE

Oregon State Lottery is issuing this Request for Proposals (RFP) #22025 under OregonBuys Bid # S-177000-00015542 for

MEDIA PLANNING AND BUYING SERVICES

THIS IS A GENERAL PROCUREMENT AS DEFINED IN OAR 177-037-0000(2)

Date of Issue: December 11, 2025

Closing Date and Time: January 14, 2026, by 3:00 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: MEDIA SERVICES CAPABILITIES AND SCOPE OF SERVICES

3.1 Scope of Potential Services

3.2 Ownership of Creative Assets

All content and creative assets, including digital advertisements provided by or delivered on behalf of Lottery are the exclusive property of Lottery

3.3 Contractor Responsibilities

3.4 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 QUESTIONS / REQUESTS FOR CLARIFICATIONS

5.3 PROPOSAL DELIVERY OPTIONS

5.4 PROPOSAL MODIFICATION OR WITHDRAWAL

5.5 PROPOSAL DUE

5.6 PUBLIC OPENING

5.7 PROPOSAL REJECTION

5.8 EVALUATION PROCESS

5.9 TIEBREAKERS

5.10 RANKING OF PROPOSERS

5.11 COMPETITIVE RANGE

5.12 OPTIONAL PHASE THREE SELECTION

5.13 SCORING AND RANKING OF PROPOSERS FOR SUBSEQUENT PHASES

5.14 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

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 media planning and buying services as described in this RFP (“Media Services” or “Services”).

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

Lottery anticipates the award of one Media 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

Questions / Requests for Clarification Due 12/16/25 3:00 p.m.

Answers to Questions / Requests for Clarification Issued (approximately) 12/19/25

Closing (Proposal Due) 1/14/26 3:00 p.m.

Evaluation Period (Phase One and Phase Two) 1/15/26 – 2/10/26

Notice 2/11/26

Optional Phase Three Presentation Period 2/23/26 – 2/25/26

Evaluation Period (Optional Phase Three) 2/26/26

Issuance of Notice of Intent to Award (approximately) 2/27/26

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.

Agency of Record

Key vendor with a contractual agreement to support defined Lottery marketing and advertising objectives.

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 media planning and buying.

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.

PSA Public Service Announcement

Public Sector Government sponsored organizations.

RGPG/Safer Play

Responsible Gambling (Safer Play)/Problem Gambling is an Oregon Lottery program and a core part of how the Oregon Lottery informs and markets to Oregonians.

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/

WLA World Lottery Association: WLA Home

2.3 OVERVIEW AND PURPOSE

2.3.1 Lottery 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. In 1985, Lottery sold its first ticket and since then has transferred more than $16 billion to voter-approved beneficiary programs & projects. While it may say “Oregon State Lottery” on some official documents, we do business as the Oregon Lottery. We are both a public trust and a market-driven business and one of the most successful lottery jurisdictions in the United States. 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. Lottery strives to produce an overall positive impact for Oregon by balancing its business priorities with its social, economic, and environmental responsibilities. Further, it is Lottery’s stated objective to earn profits https://oregonteacheroftheyear.org/ https://www.opgr.org/ https://www.oregonlottery.org/ https://www.world-lotteries.org/ responsibly, with the goal of minimizing potential social costs such as gambling addiction. The objectives, technical requirements, cost requirements, and Proposal evaluation approach described in this RFP support the Lottery’s mission and adheres to Lottery’s policies and procedures.

2.3.2 Project Overview

Oregon Lottery seeks a modern media agency to serve as its Agency of Record to research, recommend, negotiate, purchase, place and track brand-safe paid advertising across a multi-channel mix of Oregon-only channels.

The successful Proposer will develop and execute media strategies that drive measurable business outcomes, align to Lottery’s brand positioning, and optimize media investment through data-driven planning, audience segmentation, vendor negotiation, and continual performance measurement.

Lottery prefers an Oregon or southwest Washington-based partner capable of delivering scale, expertise, and agility. Planning and recommendations will be based on Lottery-provided budgets on a campaign-by-campaign basis that maximize reach and frequency for the appropriate per-campaign audience segments. The successful Proposer shall collaborate closely with Lottery marketing teams to ensure cohesive campaign execution and continuous improvement.

2.3.2 Lottery’s Business Objectives

The purchase of Oregon Lottery games helps support projects and programs Oregonians care about. An important factor to maintaining and growing awareness, engagement, favorability, and revenue for the Oregon Lottery is an effective, modern approach to placing media. Lottery advertising budgets have scaled back over the past four years, and audiences continue to splinter across the shifting media ecosystem, making efficiency and trackable performance primary elements of Lottery’s approach.

Put simply, Lottery seeks to securely and honestly increase its revenues and yearly transfers of profits to help support the six voter-approved beneficiaries. Lottery’s actions and stated desires are to increase revenue sustainably through many people across the state who are buying and playing a few lottery games, rather than a few people who are buying and playing many lottery games.

The fiscal year for Oregon State Government runs from July 1 to June 30 each year, and Lottery’s campaign planning calendar follows the same yearly timeline.

Lottery’s campaign calendar consists of a variety of approaches ranging from agile, digital-only efforts to full omnichannel offerings. Generally, Oregon Lottery advertising success is gauged against past performance and a number of leading and lagging indicators with content driven by one of three areas of focus:

Lottery Brand: Communicating the “good things” (voter-approved projects and programs that Oregonians care about) that are funded by Oregon Lottery game play.

Lottery Games & Products: Driving awareness, engagement, foot traffic to retail and revenue in promotion of the Oregon Lottery gaming portfolio.

Game campaigns are typically seasonally focused around new product news or limited-duration products.

Problem Gambling Outreach: Through the OPGR brand, connecting Oregonians who experience gambling-related harm to the free tools and services that can help them moderate or quit altogether. In addition to Lottery’s typical performance indicators, it’s important to note that an ongoing business objective is to use 3rd party advertising and engagement outcomes to acquire 1st person customer relationships for segmentation and ongoing organic communications.

Lottery is committed to reaching diverse Oregon audiences and typically requires a dedicated 10+% of yearly media spending focused on multicultural vendors and populations with campaign content trans-created into Spanish where appropriate for media buy and campaign objectives.

Lottery is dedicated to advertising and selling its games ethically and responsibly.

Oregon Lottery is an award-winning leader in the RGPG/Safer Play space, achieving the highest measure of accreditation (WLA Level 4). This means Lottery’s advertising is delivered against a rigorous, evolving set of safer play guidelines and policies. Lottery’s commitment to responsible gambling connects to every element of its advertising, and the “who, how, and where” of Lottery’s media placements are likely the most vital elements of that commitment.

SECTION 3: MEDIA 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 Media Services that support Lottery’s 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 Media Services will primarily include ongoing media planning, consulting, and account management Services. It is also anticipated that Lottery will request the successful Proposer to provide media buying and additional media related Services from time to time.

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

3.1.1 Media Planning and Consulting.

Ongoing media planning and consulting related Services may include, without limitation (“Media Planning and Consulting Services”):

3.1.1.1 Proactively identify and provide strategic direction to support Lottery’s promotional and brand outreach efforts in alignment with Lottery’s programs and products.

3.1.1.2 Provide general strategic planning, input, and consulting which may include:

3.1.1.2.1 An emphasis on creative alignment, purchasing, trafficking, ad verification, brand safety, Lottery policy compliance, and transparent reporting on analytics, insights, and key performance indicators.

3.1.1.2.2 Consideration and incorporation of first and third-party data strategies;

privacy-forward targeting; cross-device and cross-platform measurements; and tools, methods or partnerships for attribution, testing, and brand lift where appropriate.

3.1.1.2.3 Review Lottery-provided briefs and supporting insights/data for clear understanding of Lottery’s campaign direction and provide the following without limitation:

3.1.1.2.3.1 Relevant and up-to-date media contacts.

3.1.1.2.3.2 Definition of key messages.

3.1.1.2.3.3 Media briefs with key business updates, campaign background, timing, budget, audiences, objectives, past performance, campaign mandatories, and other pertinent or important information.

3.1.1.2.3.4 Data-informed insights to strengthen Lottery’s brand messaging.

3.1.1.2.3.5 Market or industry research and insights around trends, challenges, and innovative opportunities.

3.1.1.2.4 Align objectives and strategies that focus on audience, timing, geography, budget, communication goals, and media vehicles.

3.1.1.2.5 Planning development with clear and distinct options based on the delivery of objectives.

3.1.1.2.6 Present recommendations with a clear review of objectives and strategies, options, audience delivery, budget summary, and flowcharts for the selected media. Adapt recommendations based on Lottery feedback and input.

3.1.1.2.7 If requested by Lottery, Contractor shall present recommendations for specific campaigns on how to effectively reach diverse and multi-cultural audiences; and conduct Lottery campaigns in an equitable and sustainable manner.

3.1.1.2.8 Provide market and media trend information, data, insights, and opportunities for efficiency and innovation.

3.1.1.2.9 Based on Lottery’s approval of Contractor’s recommendations, provide creative and ad unit specifications, examples of successful placement, best practices, weekly/monthly performance dashboards, and in campaign asset optimization to maximize campaign frequency, reach, and overall spend efficiency.

3.1.1.3 Assign Key Persons and routine meeting cadence to perform Media Planning and Consulting 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 Media Buying.

Media buying related Services may include, without limitation (“Media Buying Services”):

3.1.3.1 Media Buy Execution.

Provide media buy execution which may include:

3.1.3.1.1 Placement of insertion orders.

3.1.3.1.2 Buy presentations with programming detail, audience delivery detail, and run schedules.

3.1.3.1.3 In-campaign optimization with ongoing monitoring of effectiveness, vendor delivery, brand safety, placement timing, asset refreshes, and other related duties.

3.1.3.1.4 Evaluation of on-going media opportunities and marketplace changes.

3.1.3.1.5 Detailed monthly budget tracking and management.

3.1.3.1.6 Cost accounting, invoice reconciliations, “make-good” negotiations, and media provider payments.

3.1.3.1.7 Obtain value-added media and PSA content placement in service of Safer Play and Problem Gambling awareness.

3.1.3.2 Media Negotiations.

Provide ongoing competitive marketplace/vendor evaluations. Conduct media buying negotiations on Lottery’s behalf including audience data, placement insights, negotiation of competitive rates, positioning, and value-added placements.

3.1.3.3 Publishing.

Publish or provide media assets to appropriate channels and vendors as required under an applicable Work Order Contract. Collaborate with Lottery staff or Lottery’s contracted creative agencies to place, transmit, tag or publish agreed upon physical and digital assets to the appropriate media channels and vendors.

3.1.3.4 Media Evaluation, Reporting, and Analysis.

Provide written recaps and post-buy analysis for every campaign; quarterly analysis of all media which addresses the effectiveness of the recommended media buys; and delivery performance reporting with actionable insights, including campaign dashboards and quarterly reviews that provide insight during and after the life of the campaign.

3.1.3.5 Assign Key Persons and routine meeting cadence to perform Media Buying Services under Lottery’s account.

3.1.4 Meetings and Performance Review.

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

3.1.4.1 Participate in a kick-off meeting following the issuance of a Work Order Contract and Contractor’s receipt of a Lottery-provided media brief for discussion, dialog, feedback, and approvals related to the work to be performed under the Work Order Contract and the corresponding media brief. Participate in related follow up meetings, if requested by Lottery.

3.1.4.2 Attend quarterly meetings remotely/virtually with Lottery to discuss Contractor’s performance and review shared expectations. Contractor will be evaluated across multiple measures that address budget, timelines, strategic insight, accuracy, and responsiveness.

3.1.5 Additional Media Services.

Provide additional media related Services to support Lottery’s marketing goals, objectives, and initiatives as required and identified more specifically under an applicable Work Order Contract may include, without limitation (“Additional Services”):

3.1.5.1 Provide software or digital access to reporting, dashboards, or other tools necessary to support Lottery’s access to insights, ongoing evaluation, and understanding of media performance.

3.1.5.2 Provide point of view documents, research studies, evaluations, or media related projects, if requested by Lottery.

3.1.6 Monthly Retainer Services.

Provide ongoing Media Planning and Consulting Services, Account Management Services, and Additional Services as required under a Work Order Contract (“Monthly Retainer”). Monthly Retainer related Services may include, without limitation:

3.1.6.1 Media Planning and Consulting Services as described in Section 3.1.1.

3.1.6.2 Account Management Services as described in Section 3.1.2.

3.1.6.3 Additional Services as described in Section 3.1.5.

3.1.6.4 The Work Order Contract for Monthly Retainer Services will be structured with a fixed fee based on an average number of hours per month multiplied by Contractor’s blended hourly rate; and a not-to-exceed (“NTE”) amount for pass-through costs. The average number of hours per month specified in an applicable Work Order Contract will be negotiated and agreed to by Contractor and Lottery.

3.1.6.5 Assign Key Persons and routine meeting cadence to perform Monthly Retainer Services under Lottery’s account.

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

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

Attend meetings remotely/virtually, or at Lottery’s Main Office, if requested by Lottery under a Work Order Contract. For clarification, 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).

3.2 OWNERSHIP OF CREATIVE ASSETS.

All content and creative assets, including digital advertisements provided by or delivered on behalf of Lottery are the exclusive property of Lottery.

3.3 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.

3.4 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 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.

4.2.2 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 assignment and 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 Media 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; proven experience serving organizations of similar size, budget, and complexity, preferably with Public Sector clients; a proven track record of measurable performance improvements; the operational capacity to manage concurrent multi-channel media buys and positive vendor relationships;

and meets the following mandatory criteria:

4.5.1.1 Oregon or Southwest Washington-Based Business

Proposer shall be headquartered and staffed within the state of Oregon or southwestern Washington. Proposer shall have a deep, demonstrated 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. For clarification, staff performing work outside of Oregon or southwest Washington will not be included as part of the required minimum for this section.

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

Account Manager • Bachelor’s degree in a related field.

• 7 to 10 years of progressive experience in a client-facing role.

• Deep understanding of advertising platforms, data analysis and client relationship management.

• Extensive experience working with highly regulated Public Sector clients or industries.

• Experience supporting Oregon-based clients and a demonstrated understanding of the attitudes, challenges, and demographics of Oregonians.

• Experience with gaming or gambling focused brands.

Media Director • Bachelor’s degree in a related field.

• 7 to 10 years of progressive experience buying and negotiating digital, programmatic, and traditional advertising.

• Strong track record of successful campaigns in service of recognized brands or products.

• Exceptional leadership skills, budget management, strategic thinking, media analytics, deep understanding of advertising

• Extensive experience working with Public Sector or highly regulated clients.

• Experience supporting Oregon-based clients and a demonstrated understanding of the attitudes, challenges, and demographics of Oregonians.

• Experience with gaming or gambling focused brands.

platforms, trends, and emerging opportunities.

Media Planner/Buyer • Bachelor’s degree in a related field.

• 3 to 5 years of progressive experience in a client-facing role.

• Strong critical thinking, analytical and negotiation skills, as well as proficiency with advertising platforms and data analysis tools.

• Experience with digital media buying including social media and programmatic advertising.

• Experience working with Public Sector, regulated clients or industries.

• Experience supporting Oregon-based clients and a demonstrated understanding of the attitudes, challenges, and demographics of Oregonians.

• Experience with gaming or gambling focused brands or products.

Media Supervisor/Analyst

• Bachelor’s degree in a related field.

• 2 to 5 years of progressive marketing experience.

• Analytical and data interpretation skills with digital marketing, dashboard, reporting, and emerging analytics tools proficiency.

• Experience working with Public Sector clients or industries

• Experience supporting Oregon-based clients and a demonstrated understanding of the attitudes, challenges, and demographics of Oregonians.

• Experience with gaming or gambling focused brands

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.

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.

5.2 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.

5.3 PROPOSAL DELIVERY OPTIONS

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

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 must be submitted electronically through OregonBuys and is subject to the following restriction:

Submit proposal 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.

5.4 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.

5.5 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.

5.6 PUBLIC OPENING

The Lottery does not publicly open Offers.

5.7 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.

5.8 EVALUATION PROCESS

5.8.1 Responsiveness and Responsibility determination

5.8.1.1 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.

5.8.1.2 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.

5.8.2 EVALUATION CRITERIA

5.8.2.1 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.

5.8.2.2 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.

5.8.2.3 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.

5.8.2.4 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.

5.8.2.5 Step 4: Awarding Scores for Phase 2.

Written response will follow the consensus process outlined in Section 5.8.2 Evaluation Criteria, using the following criteria and weights to determine rank.

Cost will be considered as a value component as part of the criteria below:

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; time in business; creative innovation.

30%

Criteria Question Examples of considerations Weight Capability to Deliver and Value

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.

Strategic thinking; measurable past results; demonstrated understanding of the Oregon market; technical capabilities for reporting and optimization.

Corporate Cultural Fit and Value

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, Lottery Overview and Background;

compatibility with Lottery’s methodology and approach.

Transparency in fee structures and media costs; collaborative and accountable approach.

25%

Value-Added Capabilities and Services

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

Advanced data analysis capabilities;

market or competitor research; public relations or reputational experience;

multi-cultural/multi-lingual capabilities; and advanced marketing technology acumen (i.e. site/app tagging, user experience/conversion consultation, channel optimization).

15%

5.8.2.6 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.

20%

Capability to Deliver and Value

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.

Strategic thinking; measurable past results; demonstrated understanding of the Oregon market; translation of brief into a sound media

35%

Criteria Question Examples of considerations Weight recommendation; modern media mix; technical capabilities for reporting and optimization.

Corporate Cultural Fit and Value

Is Proposer compatible with Lottery’s corporate culture?

Good fit with stated requirements; in alignment with Lottery’s mission statement, governance fit, corporate culture, sustainability, values, and attitudes as described in RFP Section 2.3, Lottery Overview and Background; compatibility with Lottery’s methodology and approach.

Transparency in fee structures and media costs; collaborative, timely, consultative, and accountable approach.

Value-Added Capabilities and Services

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

Advanced data analysis capabilities;

market or competitor research;

public relations or reputational experience; multi-cultural/multi-lingual capabilities; and advanced marketing technology acumen (i.e.

site/app tagging, user experience/conversion consultation, channel optimization).

15%

5.9 TIEBREAKERS

If Lottery receives Proposals identical in cost, fitness, availability,…