270000000050 Award Recommendation and Evaluation Synopsis MVAA Marketing and Advertising.pdf

Michigan.gov/MiProcurement

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AWARD RECOMMENDATION

Notice of Intent to Award Number: 270000000050

Notice of Intent to Award Date: 9/28/2026

The Department of Military and Veterans Affairs (DMVA) Procurement office has completed the evaluation of Direct Solicitation 260000000037 MVAA Awareness Campaign and has recommended an award to Brogan and Partners in the amount of $3,000,000.00, pending State Administrative Board approval, if applicable. More information on the State Administrative Board can be found at: State Administrative Board.

Bidders who were not recommended for the award from this Direct Solicitation (DS) are encouraged to schedule a debriefing session with the Solicitation Manager. The debriefing session will provide the bidder with the State’s rationale on why the bidder was not recommended for the award. The Solicitation Manager may be contacted as follows:

Gregory Pawlak, Solicitation Manager.

pawlakg@michigan.gov

517-256-2439

Background Information:

This DS was to solicit responses for selection of a Contractor to provide DMVA Marketing and Advertising Services. The term of this contract is two years.

Bidders:

The DS was posted on SIGMA VSS on July 20th, 2026, for 21 days. The following bidders submitted proposals by the published due date of August 10, 2026.

Bidder SDVOB* GDBE**

Brogan and Partners No No

Gud Marketing No Yes

King Media No No

Change Media No No

Lambert Global LLC No No

*SDVOB: Service-Disabled Veteran Owned Business **GDBE: Geographically Disadvantaged Business Enterprise https://www.michigan.gov/dtmb/policies/state-ad-board mailto:pawlakg@michigan.gov

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EVALUATION SYNOPSIS

I. Evaluation Process

A Responsible Vendor is a vendor that demonstrates it has the ability to successfully perform the duties identified by the solicitation. A Responsive proposal is one that is submitted in accordance with the solicitation instructions and meets all mandatory requirements identified in the solicitation.

Proposal Instructions: Evaluation Process

The full evaluation process is stated in Schedule E of the DS Proposal Instructions.

II. Evaluation Method

Responses to this solicitation were reviewed by Joint Evaluation Committee, which consisted of the following individuals:

Voting Advisory

Zachary Dillinger, MVAA Communications Manager

Gregory Pawlak, Buyer Specialist DMVA-Procurement

Emily Rissman, MVAA Director Internal Operations and Memorial Affairs

III. Evaluation Results

See Bidder Scoring Sheets below:

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A. Bidder # 1 Brogan and Partners

Technical Evaluation Criteria

Total Points Possible

Points Given

If less than full points given, explain why

1 Schedule A, Statement of Work, Section 1 25 25

2 Schedule A, Statement of Work, Sections 2-5 25 25

3 Schedule A, Statement of Work, Sections 6-8 25 25

Vendor Questions Worksheet Experience 25 25

Score 100 100 Passed Technical

B. Bidder # 2 Gud Marketing

Technical Evaluation Criteria

Total Points Possible

Points Given

If less than full points given, explain why

4 Vendor Questions

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C. Bidder # 3 King Media

Technical Evaluation Criteria

Total Points Possible

Points Given

If less than full points given, explain why

D. Bidder# 4 Change Media

Technical Evaluation Criteria

Total Points Possible

Points Given

If less than full points given, explain why

Vendor Questions Worksheet Experience 25 21

Change is a nationwide company allowing for slight concern on team that would be established. No real State Of Michigan experiences provided

Score 100 96 Passed Technical

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E. Bidder # 5 Lambert Global LLC

Technical Evaluation Criteria

Total Points Possible

Points Given

If less than full points given, explain why

Worksheet Experience 25 23 Limited previous State Of Michigan experience. Limited to MEDC.

Score 100 98 Passed Technical

The Evaluation Team determined that Brogan and Partners, Gud Marketing, King Media, Change Meda and Lambert Global all passed technical with a scores ranging from 96 to 100 see green points given highlight above. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria found in Schedule E and the Vendor Question Worksheets. These bidders had their pricing reviewed.

IV. Pricing Summary

Pricing was evaluated for the bidders who passed technical review. All three bidders offered second round pricing reductions.

Brogan and Partners Pricing:

Deliverable Price

1. Variable Blended Hourly Rate* $118

2. Media Placement Agency Fee – Commission Percentage

a. $1,000,000.01 + 6.5%

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Brogan Second Round Pricing:

Deliverable Price

1. Variable Blended Hourly Rate* $118.00

a. $1,000,000.01 + 6%

b. 2% Prompt Pay net 15 Yes

Gud Marketing Pricing

Deliverable Price

1. Variable Blended Hourly Rate* $118

a. $1,000,000.01 + 6.5%

Gud Second Round Pricing:

1. Variable Blended Hourly Rate* $110.00

a. $1,000,000.01 + 6.3%

b. 1% Prompt Pay net 10 Yes

King Media Pricing

1. Variable Blended Hourly Rate* $110.00

a. $1,000,000.01 + 10%

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King Media Second Round Pricing

1. Variable Blended Hourly Rate* $110.00

b. .5% Prompt Pay net 14 Yes

Change Media Pricing:

1. Variable Blended Hourly Rate* $125.00

a. $1,000,000.01 + 7%

Change Media Second Round Pricing:

1. Variable Blended Hourly Rate* $115.00

a. $1,000,000.01 + 5.9%

b. 1% Prompt Pay net 15 Yes

Lambert Media Pricing:

1. Variable Blended Hourly Rate* $100.00

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Lambert Second Round Pricing:

1. Variable Blended Hourly Rate* $100.00

a. $1,000,000.01 + 5.5%

b. Prompt Pay 2% net 15 Yes

Additional Value-added Calculations:

V. Award Recommendation

An award recommendation is made to the responsive and responsible Bidder who offers the best value to the State of Michigan. Best value is based on the proposal meeting the minimum point threshold and offering the best combination of the factors stated in the Proposal Instructions Evaluation Process section, and price.

The following bidder, Brogan and Partners provided the best value to the State. Best value factors for Award Recommendation include strength of proposal, relevant experience, past performance and the value-added services provided.

As part of the best value determination, overall economic impact to the State of Michigan was already considered when determining the pre-qualified vendor base.

An Award Recommendation has been made to Brogan and Partners in the amount of $3,000,000.00. Brogan and Partners, although not the best priced in total vendor spend, offers an estimated value-added savings of $216,000.00 in additional cost-free ad placements. This value add of $216,000.00 far exceeds the total 2 year annual spend to vendor savings of $16,910.00, calculated by multiplying the quoted hourly rate by the

Version 2024-2 Page 9 of 9 estimated total number of hours to be billed during the contract period. This added value will help expand MVAA’s overall reach and effectiveness for our target audiences without increasing the overall cost to taxpayers.