Award Recommendation and Evaluation Synopsis.docx

Michigan.gov/MiProcurement

Michigan.gov/MiProcurement

AWARD RECOMMENDATION

The Michigan Gaming Control Board has completed the evaluation of RFP 260000002247 Responsible Gaming Advertising and has recommended an award to Güd Marketing, Inc., in the amount of $3 million, 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 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:

Marina Kotsifis, Solicitation Manager.

kotsifism@michigan.gov 517-241-0347 Background Information:

This Request for Proposal (RFP) was to solicit responses for selection of a Contractor to provide advertising services. The term of this contract is three years, with up to two one-year renewal options.

Bidders:

The RFP was posted on SIGMA VSS on June 25, 2026, for 14 days. The following bidders submitted proposals by the published due date of July 23, 2026.

*SDVOB: Service-Disabled Veteran Owned Business **GDBE: Geographically Disadvantaged Business Enterprise

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 Proposals receiving 80 or more technical evaluation points had pricing evaluated and considered for award

The full evaluation process is stated in the RFP Proposal Instructions.

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

Jasmine Tompkins, Director of External Affairs & Responsible Gaming MGCB – External Affairs & Responsible Gaming Marina Kotsifis, Purchasing Specialist MGCB – Administration

Keesha Garrett, Communications Manager MGCB – External Affairs & Responsible Gaming Lisa Keith, Public Information Officer MGCB – External Affairs & Responsible Gaming

Sarah Rye, Department Specialist MGCB-External Affairs & Responsible Gaming BriOna Taylor, Department Analys MGCB – External Affairs & Responsible Gaming

Marie Schaenzer, Social Media Specialist MGCB – External Affairs & Responsible Gaming

III. Evaluation Results A. Bidder # 1 – Michigan Blueprint Strategies dba Change Media Group LLC The Evaluation Team determined that Michigan Blueprint Strategies dba Change Media Group LLC based on a score of 100, did meet the requirements of this RFP. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria.

1. Schedule A, Statement of Work, Section 1

The Evaluation Team determined that overall, the responses were satisfactory.

2. Schedule A, Statement of Work, Sections 2 - 4

The Evaluation Team determined that overall, the responses were satisfactory.

3. Vendor Questions Worksheet – Experience

The Evaluation Team determined that overall, the responses were satisfactory.

Total Score:100/100 B. Bidder # 2 – Güd Marketing, Inc.

The Evaluation Team determined that Güd Marketing, Inc. based on a score of 99.5, did meet the requirements of this RFP. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria.

1. Schedule A, Statement of Work, Section 1

The Evaluation Team determined that overall, the responses were mostly satisfactory, but the following deficiency was noted:

a. Bidder did not specifically mention that they possess the capability to perform graphic design and visual design services within the Articulate platform.

2. Schedule A, Statement of Work, Sections 2 - 4 The Evaluation Team determined that overall, the responses were satisfactory.

3. Vendor Questions Worksheet – Experience

The Evaluation Team determined that overall, the responses were satisfactory.

Total Score: 99.5/100

C. Bidder # 3 – King Media The Evaluation Team determined that King Media based on a score of 99.5, did meet the requirements of this RFP. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria.

1. Schedule A, Statement of Work, Section 1

The Evaluation Team determined that overall, the responses were satisfactory.

2. Schedule A, Statement of Work, Sections 2 – 4

The Evaluation Team determined that overall, the responses were mostly satisfactory, but the following deficiency was noted:

a. Section 4, Disclosure of Subcontractors: Bidder failed to complete table.

3. Vendor Questions Worksheet – Experience

The Evaluation Team determined that overall, the responses were satisfactory.

Total Score: 99.5/100

D. Bidder # 4 – Lambert Global, LLC The Evaluation Team determined that Lambert Global, LLC based on a score of 99.5, did meet the requirements of this RFP. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria.

1. Schedule A, Statement of Work, Section 1

The Evaluation Team determined that overall, the responses were mostly satisfactory, but the following deficiency was noted:

a. Bidder did not specifically mention that they possess the capability to perform graphic design and visual design services within the Articulate platform.

2. Schedule A, Statement of Work, Sections 2 – 4

The Evaluation Team determined that overall, the responses were satisfactory.

3. Vendor Questions Worksheet – Experience

The Evaluation Team determined that overall, the responses were satisfactory.

Total Score: 99.5/100

E. Bidder # 5 – Simons-Michelson-Zieve, Inc.

The Evaluation Team determined that Simons-Michelson-Zieve, Inc. based on a score of 99 did meet the requirements of this RFP. This determination was accomplished by evaluating their responses to the Technical Evaluation Criteria.

1. Schedule A, Statement of Work, Section 1

The Evaluation Team determined that overall, the responses were mostly satisfactory, but the following deficiency was noted:

a. Bidder did not specifically mention that they possess the capability to perform graphic design and visual design services within the Articulate platform.

2. Schedule A, Statement of Work, Sections 2 – 4

The Evaluation Team determined that overall, the responses were mostly satisfactory, but the following deficiency was noted:

a. Section 4, Disclosure of Subcontractors: Bidder failed to complete table.

3. Vendor Questions Worksheet – Experience

The Evaluation Team determined that overall, the responses were mostly satisfactory.

Total Score: 99/100

IV. Technical Evaluation Summary

38.5

V. Pricing Summary Pricing was evaluated for the bidders who passed technical. The following is a summary of their price proposals:

VI. Award Recommendation 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.

Güd Marketing, Inc. provided the best value to the State. Best value factors for Award Recommendation include:

1. Güd Marketing, Inc. submitted the most cost-effective media commission structure of all bidders at a flat 6 percent.

2. Güd Marketing, Inc. proposed a structured, three-phase framework (Discover/Design/Deliver) built specifically around the agency’s inform/persuade/remind mission, with concrete deliverables and ROAD/benchmark reporting at each phase.

3. Güd Marketing, Inc. has 48 years of managing concurrent State of Michigan campaigns, supported by a named project-management system (ClickUp, EOS framework) for absorbing scope changes and reallocating staff across simultaneous accounts.

4. Directly Comparable Public-Sector Experience — All three of Güd Marketing’s required experience examples (MiLEAP/MI Student Aid “Fund Your Path,” EGLE’s “Know It Before You Throw It,” and LEO’s Michigan Reconnect) are live State of Michigan behavior-change campaigns with quantified, verifiable outcomes — all three rated Best Value, matching the depth of any competitor’s experience submissions.

As part of the best value determination amongst bidders overall economic impact to the State of Michigan was considered in making this award. Güd Marketing, Inc. is a Geographically-Disadvantaged Business Enterprise (GDBE), which contributed to the economic impact consideration. Based on the evaluation of all applicable best value factors, Güd Marketing, Inc. was determined to provide the best overall value to the State of Michigan.

Award Recommendation is made to Güd Marketing, Inc. in the amount of $3 million.

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