MS DEPARTMENT OF WILDLIFE, FISHERIES, AND PARKS

1505 EASTOVER DRIVE, JACKSON, MS 39211-6374

SOLICITATION ADDENDUM

FROM: OFFICE OF PROCURMENT

EMAIL: JOHNLEE@WFP.MS.GOV | 601.432.2154

TO: PROSPECTIVE BIDDERS

SOLICITATION NUMBER: 1464-26-R-RFQP-00001 / 3150006855

SOLICITATION DESCRIPTION: MEDIA BUYING SERVICES

SOLICITATION OPENING DATE AND TIME: JULY 24, 2026, 2:00 P.M. CST

ADDENDUM NUMBER: 1

ADDENDUM DATE: JULY 9, 2026

This solicitation addendum defines the bid submission deadline as well as address vendor Questions and Answers.

Bidder Submission Deadline Date and Time is as follows: July 24, 2026, 2:00 p.m. CST

The below questions are added to the question and answers document:

1. Is this a routine procurement cycle (e.g., released every three years at contract expiration), or is it being issued due to a specific change in service needs or agency direction?

This is the first time this type of request has been made with the goal of it being recurring every three years.

2. Does the $600,000 contract represent net media spend only, or does it encompass all costs including agency compensation, hard costs, etc.?

The budget includes media spend and compensation.

3. Will the live demonstration (August 14) be conducted virtually or in person?

Vendors invited to conduct live demonstration may choose the more feasible option for them, virtual or in person.

4. Does MDWFP have a preferred or anticipated budget allocation across its four campaign priorities (hunting/fishing licenses, park reservations, museum ticket sales, brand awareness)? If so, can you share approximate percentages or a prioritization hierarchy?

Equally distributed. However, media campaigns are fluid by nature and percentages will change based on agency needs.

5. Are there any existing or planned media channel contracts, or buys managed internally or through a separate vendor (e.g., paid search, programmatic) that would fall outside the scope of this engagement?

The new RFQ will render the need to outsource multiple vendors unnecessary. During the three-year contract, it may be necessary to engage additional media buy vendors to support a large outreach initiative.

6. The RFQ does not mention paid search. Is search excluded from scope intentionally, or is it open for consideration?

The RFQ should allow the vendor to suggest any form of digital advertising.

7. What analytics platforms, including Google Analytics, or CRM tools does MDWFP currently use that the agency would be expected to integrate with?

Meta and GA only. The vendor will be given an understanding of other tools and the opportunity to suggest methodologies but will not have access.

8. Can MDWFP share examples of recent campaign creative to inform the strategic approach in our proposal?

A folder can be shared with current campaign samples to the winning vendor.

9. Targeting is Mississippi residents and key out-of-state audiences. Can you share which out-of-state markets should be included?

50-mile radius of the state, in addition to select out-of-state metro areas to be determined prior to campaign launch.

10. Will there be different out-of-state markets for each campaign?

Yes.

11. Can MDWFP share the results of the most recent annual awareness survey?

Historical research and data will be shared with winning vendor.

12. What is the anticipated seasonality and desired campaign flight length for each priority area (e.g., hunting license sales tied to tag applications, summer park reservations, etc.)?

Flight length will range from 3-12 months. Specific event campaigns will run an average of 1 month.

13. Can MDFA and MDWFP clarify if the $200,000 annual budget is intended to be inclusive of the agency's management fees and commissions, or is the $200,000 strictly dedicated to net media ad spend, with agency compensation budgeted under a separate administrative allocation?

The budget includes media spend and compensation.

14. Is the $200,000 annual expected spend open to increases as needed to address emerging media pivots, KPI expectations and scaling, seasonal goal changes? If so, what is the process to address this?

No.

15. To assist vendors in proposing a highly realistic and impactful preliminary budget allocation, can MDWFP provide historical data or a rough percentage breakdown of how digital ad spend was distributed across the four core priorities (license sales, park reservations, museum tickets, and general brand awareness) during the previous fiscal year?

Equally distributed. However, media campaigns are fluid by nature and percentages will change based on agency needs.

16. Will the selected agency receive access to historical campaign performance data, audience research, customer segmentation, and prior media results to support campaign planning and optimization?

Yes. Historical research and data will be shared with winning vendor.

17. Does MDWFP have an established annual marketing calendar identifying seasonal campaign priorities, or will the selected agency be expected to develop the annual campaign calendar and media flighting strategy?

MDWFP has an advertising calendar with highly specific campaign scheduling.

Will the agency and MDWFP do annual goal and KPI pulse checks to ensure alignment with core goals and needs each year or are the goals pre-set for the length of the contract?

Pre-set campaign goals will be shared prior to implementation. Vendor will be responsible for monthly KPI reporting based on campaign goals in addition to post-campaign evaluation. Annual review of performance will be reviewed.

18. While MDWFP is providing core creative assets, does MDWFP expect the media buying vendor to handle basic ad format production, such as resizing, aspect ratio variations (e.g., 9:16 vertical video for Reels/Shorts vs. 16:9), and minor creative copy updates for A/B testing optimization?

No. All creative, including A/B testing will be produced in-house.

19. Will MDWFP manage their day to day organic social media positions, content, and partnership collaborations Yes. or will they need support from the agency?

What social platforms does MDWFP currently use and will they require expanded coverage or additional platform launches?

Meta, YouTube. No additional platforms are required.

20. Will the agency be limited to existing creative provided from the client side or will creative be built based on placements secured by the agency?

All creative will be produced by MDWFP.

21. Will the agency be taking over an existing paid search account of budget from another vendor?

No.

22. For conversion optimization and precise ROI tracking, will the selected agency be permitted to place tracking pixels or containers (e.g., Meta Pixel, Google Tag Manager) directly onto the third-party online license sales and state park reservation engines, or will tracking be strictly confined to outbound ads that redirect traffic?

Vendor will have access to GA and Tag Manager allowing the ability to include appropriate tracking functionality to the ads. All license sales, reservations, and visitor reporting are integrated into GA.

23. Can MDWFP identify the primary performance metrics that will be used to evaluate agency success beyond the listed KPIs? For example, are there established annual goals for license sales, reservations, ticket sales, return on ad spend, or other performance benchmarks?

All detailed performance benchmarks will be shared with winning vendor.

24. What cadence does MDWFP anticipate for recurring meetings, reporting reviews, and strategic planning sessions with the selected agency (e.g., weekly status meetings, monthly performance reviews, quarterly strategic planning)?

Annual and Quarterly planning sessions, Monthly campaign reporting progression, Real-time access to reporting,

25. Will MDWFP make first-party audience data available (e.g., license purchasers, park reservation customers, museum attendees, email subscribers, or CRM audiences) for audience targeting, lookalike modeling, and remarketing?

Yes.

26. Will the evaluation committee consist primarily of MDWFP marketing personnel, procurement staff, or a combination of both?

MDWFP Marketing only.

27. Will the three highest-ranked respondents who will move into the Live Demonstration phase be provided with a standardized mock campaign scenario or prompt to ensure an equitable baseline for evaluation, or will agencies be expected to pitch a self-developed mock strategy?

Self-developed mock strategy.

28. Live Demonstration Scope – The evaluation process includes a live demonstration phase. Could you clarify whether agencies are expected to present proprietary tools and dashboards using live client data, or if mockups and sample demonstrations are acceptable?

Sample demonstrations are acceptable.

29. Performance Dashboard Integration – The RFQ specifies a daily accessible performance dashboard. Does MDWFP require integration with its existing CRM and reservation systems, or will agencies be permitted to use their own reporting platforms with UTM tracking?

Vendor dashboard only. All sales and reservation systems are tied to GA.

30. Budget Allocation Guidance – While the contract budget is fixed at $600,000, should agencies propose a preliminary allocation across campaign priorities (licenses, parks, museum, brand awareness), or will MDWFP provide allocation guidance after award?

Equally distributed. However, media campaigns are fluid by nature and percentages will change based on agency needs.

31. Subcontracting Services – If specialized services such as streaming radio placement or localized creative production are required, will MDWFP permit subcontracting, provided subcontractors are disclosed in the proposal?

Yes.

32. References Format – The RFQ requests at least three client references. Should these references be limited to government or public sector clients, or will private sector case studies with measurable outcomes also be acceptable?

References should be determined by what the vendor believes would be best related to MDWFP’s requirements.

33. Section 4.4 references that a CRM System is currently used for hunting/fishing license sales. Is this a state-built system, a vendor product (e.g., a licensing platform like Salesforce, HubSpot), or something custom?

The CRM is a custom solution stacked on Salesforce.

34. Does MDWFP have a CRM in place for Mississippi State Parks reservations, or is purely a transactional reservation system with no CRM layer.

No CRM layer for State Parks.

35. Does the Mississippi Natural Science Museum have any CRM or ticketing-platform-integrated customer database, or is it standalone e-commerce?

No CRM layer for MNSM.

36. 4. Is there an existing data warehouse, CDP, or BI layer (e.g., Tableau, Power BI, Google Data Studio/Looker Studio) that pulls from these systems today?

Yes.

37. Is there an existing email marketing or marketing automation platform connected to any of these systems (Mailchimp, Constant Contact, etc.)?

License Sales -CRM | State Parks – Constant Contact | MNSM – Constant Contact

38. What tool(s), if any, is MDWFP currently using for digital marketing analytics/reporting (GA4, Meta Ads Manager native reporting, etc.)?

GA and Meta native reporting.

39. Is there an existing internal dashboard or reporting cadence in place today that the new agency would be replacing/improving, or is this being built from scratch?

No.

40. Who is the audience for the "daily accessible performance dashboard" (Section 4.4) , is it internal marketing staff only, leadership, or a broader set of stakeholders across MDWFP/State Parks/Museum?

Internal marketing staff.

41. Does MDWFP have a preference or existing license for a specific dashboarding tool, or is the agency expected to propose/build/host one?

Vendor is responsible for dashboard.

42. The RFQ references a total contract value of $600,000 and an anticipated annual media spend of $200,000. Is agency compensation expected to be included within the $600,000 contract amount, or will it be contracted separately?

The budget includes media spend and compensation.

43. The RFQ states that MDWFP will provide creative assets. Will the selected agency be responsible for adapting those assets for different media channels (e.g., resizing, format adjustments, or minor copy edits), or will those adaptations be provided by MDWFP?

All creative will be delivered to vendor.

44. The RFQ notes that MDWFP will provide access to relevant data and insights from existing marketing efforts and internal systems “where applicable.” Can you please confirm whether the selected agency will be granted access to GA4, or any other existing analytics platforms, to support campaign tracking, reporting, optimization, and ROI analysis?

Yes.

45. The RFQ identifies hunting and fishing license sales, Mississippi State Park reservations, and Mississippi Natural Science Museum ticket sales as key campaign conversions. Are historical benchmarks available for these areas, including prior license sales, park reservations, museum ticket sales, website traffic, conversion rates, or revenue trends? If available, will this information be shared with the selected agency to inform media strategy, KPI development, and performance projections?

Yes. Historical research and data will be shared with winning vendor.

46. The RFQ references targeting Mississippi residents, neighboring states, and key out-of-state audiences. Can you clarify which additional states or markets MDWFP anticipates targeting beyond Mississippi?

50-mile radius of the state, in addition to select out-of-state metro areas to be determined prior to campaign launch.

47. Do you plan to share any success points, learnings, or performance benchmarks from previous MDWFP marketing campaigns that should help guide this new media strategy?

Yes.

48. The RFQ schedule notes a Notice of Intent to Award on September 2, 2026, a PPRB Meeting on October 7, 2026, and an anticipated performance period based upon final approval and contract execution. Do you have an estimated campaign launch timeframe, or any priority seasonal windows the selected agency should plan around for hunting, fishing, parks, museum events, or brand awareness?

No scheduling will be implemented until RFQ is completed.

49. Can you provide more details on the consumer process for obtaining or renewing a hunting or fishing license in Mississippi? Primarily, the preferred purchase path (in person vs online), turnaround time, and any common points of friction or drop-off?

Historical research, processes, and data will be shared with winning vendor.

50. Are there any known trends or concerns related to illegal hunting or fishing activity in Mississippi that MDWFP would like the selected agency to be aware of?

Irrelevant to the RFQ.

51. Do you have any data or insight into whether hunting and fishing license purchasers tend to plan ahead and renew in advance, or if they typically act closer to the season or at the last minute? This would help inform campaign timing, messaging urgency, and media flighting.

Historical research, processes, and data will be shared with winning vendor.

52. Are there specific counties, regions, cities, or parts of Mississippi that historically generate stronger license sales, park reservations, museum ticket sales, or overall engagement? If available, will this geographic performance data be shared with the selected agency?

Historical research, processes, and data will be shared with winning vendor.

53. Can you provide guidance on the priority allocation of funds? Specifically, which campaign priorities require the most media support and which require the least? What percentage of the annual media budget should be directed toward:

a. Hunting and Fishing License Sales

b. Mississippi State Park Online Reservations

c. Mississippi Natural Science Museum Online Ticket Sales and Event Participation

d. Brand Awareness and Public Engagement Equally distributed. However, media campaigns are fluid by nature and percentages will change based on agency needs.

54. Has MDWFP's prioritization of target audiences and the emphasis on Brand Awareness/Public Engagement versus ROI for those specific audiences changed since the previous media buying contract?

No.

55. How was ROI measured under the previous media buying contract for each of the campaign priorities? Each campaign has different KPIs and ROI goals. Has MDWFP's definition or expectations of ROI changed for this contract? No.

56. What percentage of budget ($200,000.00 per year) is expected to be attributed towards the hard cost of media buys?

The budget includes media spend and compensation.

57. Will any creative production, including resizing, be required for this scope?

No.

Can DWFP please share their media plan from the previous fiscal year? What was the breakdown of digital vs linear media?

Historical research, processes, and data will be shared with winning vendor.

58. RFQ Overview, Section II.a, what requirements are needed to be authorized to do business in Mississippi?

Offerors should consult the Mississippi Secretary of State’s website for current forms, fees, and procedures, as this RFQ does not independently prescribe these requirements.

59. RFQ Overview, Section II.a, For agencies incorporated in another state, is registration with the Mississippi Secretary of State required at the time of proposal submission, or can this be completed prior to contract execution if awarded?

Registration must be complete at submission.

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