DTMB-PRO-PQ_Advertising-Marketing-Tier2-SOW-FINAL.docx

Michigan.gov/MiProcurement Schedule E – Second-tier instructions & statement of work

Statewide Advertising Services Second-Tier Quote Process Instructions

1. Questions. Bidder questions about this RFP must be emailed to: kotsifism@michigan.gov by 9:00 a.m. Eastern Standard Time. Answers to Bidder questions received will be issued via SIGMA. In the interest of transparency, only written questions are accepted. Answers to questions will be posted on www.michigan.gov/SIGMAVSS. Submit questions using Microsoft Word format.

2. Delivery of Proposals – Electronic – The bidder must submit its proposal, all attachments, and any modifications or withdrawals electronically through www.michigan.gov/SIGMAVSS. The price proposal should be saved separately from all other proposal documents. The bidder should submit all documents in a modifiable (native) format (examples include but are not limited to Microsoft Word or Excel and Google Docs or Sheets). In addition to submitting documents in a modifiable format, the bidder may also submit copies of documents in PDF. Attachment file size is limited to 6 MB per document. Bidder’s failure to submit a proposal as required may result in disqualification. The proposal and attachments must be fully uploaded and submitted prior to the proposal deadline. Do not wait until the last minute to submit a proposal, as the SIGMA VSS system requires the creation of an account and entry of certain information, in addition to uploading and submitting the materials. The SIGMA VSS system will not allow a proposal to be submitted after the proposal deadline identified in the solicitation Closing On/Closing Date fields (Summary view/Detail view), even if a portion of the proposal has been uploaded.

Questions on how to submit information or how to navigate in the SIGMA VSS system can be answered by calling (517) 284-0540 or (888) 734-9749. The Solicitation Manager will not provide assistance related to the submittal of the proposal and all attachments on the day of the proposal deadline. Responsibility for a complete submission lies with the bidder.

3. Evaluation Process – The State will evaluate each proposal based on the following factors:

Proposals receiving 80 or more technical evaluation points will have pricing evaluated and considered for award.

The State may utilize all bidder information, without regard to a proposal’s technical score, to determine fair market value for goods or services sought. The State is not obligated to accept the lowest price proposal. If applicable, the State’s evaluation will include consideration of a bidder’s qualified disabled veterans/service-disabled veteran owned business(QDV/SDVOB) status under MCL 18.1261(8). Additional information on the SDVOB preference is available at: Michigan.gov/SDVOB.

The State strongly encourages strict adherence to the Contract Terms. The State reserves the right to deem a bid non-responsive for failure to accept the Contract Terms. Nevertheless, the bidder may submit proposed changes to the Contract Terms in track changes (i.e., visible edits) with an explanation of the bidder’s need for each proposed change. Failure to include track changes with an explanation of the bidder’s need for the proposed change constitutes the bidder’s acceptance of the Contract Terms. General statements, such as that the bidder reserves the right to negotiate the terms and conditions, may be considered non-responsive.

The State may but is not required to conduct an on-site visit to tour and inspect the bidder’s facilities; require an oral presentation of the bidder's proposal; conduct interviews, research, reference checks, and background checks; and request additional price concessions at any point during the evaluation process.

4. DEBRIEF MEETING AND BID PROTEST. The State will publish an Award Recommendation and Evaluation Synopsis which will provide instructions on how to request a debrief meeting.

If you wish to initiate a protest of the award, you must submit your written protest to MGCB-Purchasing@michigan.gov no later than 3:00 p.m., 5 business days after posting the Award Recommendation and Evaluation Synopsis.

5. Award Recommendation – The SOW will be awarded to responsive and responsible Contractor who offers the best value to the State, as determined by the State. Best value will be determined by the Contractor meeting the minimum point threshold and offering the best combination of factors stated in the Evaluation Process section of this document, and price as demonstrated by the proposal. The State will post an Award Recommendation and Evaluation Synopsis on www.michigan.gov/SIGMAVSS.

confidential treatment form INSTRUCTIONS. Bidder must complete either Section 1 or Section 2 of this CT Form and sign where indicated. Do not complete both sections. This CT Form must be signed by the individual who signed the bidder’s proposal. A completed CT Form must be submitted with your proposal, regardless of whether your proposal contains confidential information.

Failure to submit a completed CT Form with your bid is grounds for rejecting the proposal as non-responsive. If a bidder fails to properly complete and submit the CT Form or otherwise fails to follow CT Form Instructions, the proposal, in its entirety, will be treated as a “Public Copy” and may be publicly disclosed by the State without redaction after bidders have been notified of an award recommendation. See the Confidential Treatment Form and The Freedom of Information Act (FOIA) sections of the Proposal Instructions for additional information.

Section 1. CONFIDENTIAL TREATMENT IS NOT REQUESTED This section must be completed, signed, and submitted with the proposal if the bidder does not request confidential treatment of any material contained in the proposal. If this section is completed, do not complete Section 2. CONFIDENTIAL TREATMENT IS REQUESTED.

By signing below, the bidder affirms that confidential treatment of material contained in their proposal is not requested.

RFP Number

RFP Title

Signature

Date

Printed Name, Title, Company

Section 2. CONFIDENTIAL TREATMENT IS REQUESTED This section must be completed, signed, and submitted with the proposal if bidder requests confidential treatment of any material contained in the proposal. Submission of a completed CT Form is required to request confidential treatment. If this section is completed, do not complete Section 1. CONFIDENTIAL TREATMENT IS NOT REQUESTED.

Provide the information in the table below. Bidder may add rows or additional pages using the same format shown in the table. Bidder must specifically identify the information to be protected as confidential and state the reasons why protection is necessary.

The CT Form will not be considered fully complete unless, for each confidentiality request, the bidder: (1) identifies the Proposal Page #, Section #, and Paragraph #, (2) identifies whether the material is a Trade Secret (TS), Proprietary Financial Information (FI), or Proprietary Information (PI), and (3) explains the specific legal grounds that support treatment of the material as TS, FI, or PI. Bidders must provide a complete justification as to how the material falls within the scope of an applicable FOIA exemption or relevant case law. Bidders must not simply cite to an applicable exemption or case name. Bidders must also provide the contact information for the person at their organization authorized to respond to inquiries by the State concerning the material.

Bidder must also submit a “Public Copy” of the proposal with the trade secret, financial, and proprietary information redacted and clearly labeled as the “Public Copy”.

(1) Proposal Page #, Section #, Paragraph # (2) Material is Trade Secret (TS), Proprietary Financial Information (FI), Proprietary Information (PI) (3) Applicable FOIA Exemption with Written Justification (4) Bidder Contact Information

By signing below, the bidder affirms that confidential treatment of material contained in their proposal is requested and has attached to this form a redacted “Public Copy” of the bidder’s proposal.

RFP Number

RFP Title

Signature

Date

Printed Name, Title, Company

Vendor Questions Work Sheet – Experience

Experience 1

Company name.

Contact name. Contact phone. Contact email.

Contact role at time of project.

City. State. Zip.

1. Project name and description of the scope of the project.

2. What role did your company play?

3. How is this project experience relevant to the subject of this RFP?

Dollar value.

Start and end date (mm/yy – mm/yy)

Status (completed, live, other – specify phase)

Results obtained.

Experience 2

Company name.

Contact name. Contact phone. Contact email.

Contact role at time of project.

City. State. Zip.

1. Project name and description of the scope of the project.

2. What role did your company play?

3. How is this project experience relevant to the subject of this RFP?

Dollar value.

Start and end date (mm/yy – mm/yy)

Status (completed, live, other – specify phase)

Results obtained.

Statewide Advertising Services – second-tier Statement of Work

BACKGROUND

Original Contract requirements apply for this Section, in addition to the following:

· This SOW is for the Michigan Gaming Control Board (MGCB) to obtain services to promote MGCB’s Responsible Gaming initiatives from the Contracts for Statewide Advertising.

· Estimated Project Budget: $3 Million

· Estimated Project Run Dates: TBD

· Vendor Must Guarantee Pricing for a Minimum of 180 Days from Bid Submission

SCOPE

Original Contract requirements apply for this Section in addition to the following:

a. Project Request: Advertising strategy to establish the Michigan Gaming Control Board as a leader in responsible gaming initiatives.

b. Goal:

· Informative. Bring awareness to responsible gaming practices, problem gambling resources, and the MGCB’s Don’t Regret the Bet campaign.

· Persuade. Encourage community organizations to reach out to a Responsible Gaming Representative for informational materials, presentations, and public speaking engagements. Persuade players to call the Problem Gambling Helpline or Responsible Gaming Section if they have a problem with gambling or know of someone who does. Motivate and empower individuals to take specific actions to maintain responsible gambling behaviors.

· Remind. Any form of gambling is for entertainment purposes only. Remind the citizens about the signs of problem gambling in adults, adolescents, and senior citizens.

c. Target Audience: Michigan residents participating in gambling and/or gaming, including but not limited to physical casinos, horse racing tracks, internet gaming, internet sports betting, e-sports, charitable gaming, lottery, and fantasy sports. An emerging target audience includes youth ages 12+.

d. Message: The MGCB takes responsible gaming very seriously. The Responsible Gaming Section was created as part of a new initiative to address responsible gaming initiatives, prevent problem gambling, and remind the citizens of the State of Michigan that any form of gambling is for entertainment purposes only. Responsible Gaming Section staff will be available for public speaking engagements.

e. Status: Currently active.

f. Addition information: MGCB does not provide counseling services. The Michigan Department of Health and Human Services (MDHHS) is the direct contact for Michigan residents who call the National Problem Gambling Helpline, 1-800-GAMBLER, for counseling services.

1. General Service Requirements The Contractor will be responsible for complying with all the Original Contract Requirements and for providing all Deliverables, Services and Staff to perform the work as indicated below for the State’s identified Marketing Campaigns and Projects:

A. Annual Communication Plan/Marketing Plan Plans must be:

a. Target audience specific, and include a message, along with strategy, and communication vehicle(s) for communication delivery.

b. Updated to accommodate additional add-on projects or changes to current projects.

c. The Contractor may be required to utilize several different communication venues or tactics to meet the objectives of each marketing and communication SOW, project/campaign.

d. All other Original Contract Requirements Apply.

Please proposed a communication plan, including a fully developed creative concept, message, strategy, and communication vehicles for delivery for the State Initiative identified above, as a separately labeled attachment -- Indicate the attachment name below.

Attachment Name(s):

Bidder Response:

B. Market/Audience Specific Research The Contractor must conduct Market/Audience Specific research, if applicable, to better assess and understand the target population(s) the State is trying to reach.

All other Original Contract Requirements Apply.

Please provide a market research plan for the State Initiative identified above as a separately labeled attachment -- Indicate the attachment name below.

Attachment Name(s):

Bidder Response:

C. Social, Digital, & New Media Strategic Plan(s) Development The Contractor will be responsible for developing a Social, Digital & New Media plan(s) to promote the State’s identified Campaign/Projects Goals.

All other Original Contract Requirements Apply.

Please provide a strategic plan for the State Initiative identified above as a separately labeled attachment -- Indicate the attachment name below.

Attachment Name(s):

Bidder Response:

2. Additional Service – Production, Special/Sport Events & Website Content When requested and approved by the State the Contractor must provide, through a 3rd-party or inhouse, the following:

A. Sporting Event/Special Events Events may include conferences and trade shows (in person and virtual) to provide literature, engage with community members, participate in panel discussions and network with counseling and healthcare organizations. Special events may also include sporting events and other community engagements where the MGCB Responsible Gaming Representatives have an opportunity to engage with individuals who gamble and their friends and family.

Please provide a Sporting/Special Event plan for the State Initiative identified above as a separately labeled attachment -- Indicate the attachment name below.

Attachment Name(s):

Bidder Response:

B. Website Content Development: New and Existing Material Create additional web content to enhance the current campaign website DontRegretTheBet.org. This includes the addition of a sports betting and youth gambling campaign and associated community tool kits.

Please provide a Website Content Development plan for the State Initiative identified above as a separately labeled attachment -- Indicate the attachment name below.

Attachment Name(s):

Bidder Response:

3. Staffing A. Contractor Representative All other Original Contract Requirements Apply.

The Contractor must indicate if the Contractor Representative will remain unchanged or if a new Contractor Representative will be assigned to this SOW. Please indicate below:

Contractor Representative Name:

Contractor Rep. Phone Number:

Contractor Rep. Email Address:

B. Contractor Personnel All other Original Contract Requirements Apply.

1. Contractor Representative

2. Alternate Contractor Representative

3. Strategic Counsel/Firm Principal – SR.

4. Account Manager

5. Art Director

6. Creative Director

7. Media Coordinator

8. Researcher(s)

9. Copywriter(s)

10. Billing Coordinator

11. Graphic Designer

12. Production Coordinator

13. Social Media Coordinator

14. Public Relations Coordinator

15. Coder

16. Clerical

C. Organizational Chart

Org. Chart Attachment Name:

D. Disclosure of Subcontractors All other Original Contract Requirements Apply If the Contractor intends to utilize additional Subcontractors from those previously provided, please complete the table below. If Subcontractors remain unchanged please indicate below.

1. Legal business name and full address.

2. State in which business was incorporated.

3. Phone number.

4. Website address.

5. The relationship of the subcontractor to the Contractor.

6. If the Contractor has a previous working experience with the subcontractor, provide the details of that previous relationship.

7. Description of subcontractor’s organization and a description of the Contract Activities that will be performed or provided by the subcontractor.

8. Information concerning subcontractor’s ability to provide the identified Contract Activities.

9. Of the total bid, the estimated price of the subcontractor’s work. (if applicable)

4. Project Plan A. The Contractor will carry out this project under the direction and control of the State’s applicable Program Manager. Within 14-calander days of the Effective Date of the SOW issuance, the Contractor must attend a Kick-Off Meeting and submit a Project Plan to the State’s applicable Program Manager for final approval. The Plan must include:

a. Contractor’s organizational chart with name and title of personnel assigned to the project, which must align with the Staffing stated in the accepted proposal(s); and

b. Project breakdown showing sub-projects, tasks, and resources and staff required.

c. Estimated budget breakdowns for projects identified throughout the life of the Contract.

Any new projects added to the Contract will also require a project plan, which may be added via Change Notice to the Contract. All work must be approved by the applicable Program Manager prior to completion of work.

B. The Contractor must provide the State’s applicable Program Manager with an updated Project Plan as requested by the State, and must include the following:

a. Project Creative Brief.

b. Proposed Research – if applicable

c. Proposed message strategies – including social media if applicable.

d. Timelines must detail:

i. Days, weeks and/or months’ work will be performed.

ii. Staff assigned.

iii. Work hours allotted.

e. Total anticipated costs, as a separate appendix to the Project Plan

i. Costs and rates must be in alignment with Schedule B – Pricing and any other specified pricing document issued for a project.

Please provide a Project Plan, that meets the specification of the requirements above, for the State initiative identified in this SOW, as a separately labeled attachment -- Indicate the attachment name below.

Project Plan Attachment Name:

Attachment Name(s):

Bidder Response:

5. Reporting A. Contractor Report General Requirements The Contractor must maintain and submit to the Program Manager and applicable designees, reports outline in Section 7. Reporting, which meet the following specifications:

a. All reports must be submitted in one of the following formats (Word, Excel, or PDF), unless otherwise specified and approved by the State.

b. The State reserves the right to request additional Reports and Content and/or, change existing Reports and Content.

i. The Contractor may be required to submit additional Reports – additional reports will be submitted at a mutually agreed upon date, and format between the State and the Contractor.

c. When deemed necessary, the Contractor must work with the State to develop Reporting Templates. All templates must first be approved by the State’s applicable Program Manger prior to implementation and use.

Reports and content must be created for each Agency and generated by each campaign/project. Information from other State Agencies or Projects must not be put into one master report unless otherwise specified by the State’s applicable Program Manager.

B. Annual Marketing Plan & Report The Contractor must present a communications & marketing plan, as referenced in Section 1.1A, on an annual basis, or mutually agreed upon frequency between the Contractor and the State to the State’s applicable Program Area and Managers.

a. Marketing Plan must be presented to the State’s applicable Program Area and Program Managers within 30-days of request.

b. The Marketing Reports should include but are not limited to:

i. Summary of results of marketing campaign, including:

ii. Summary of campaign results

iii. Summary of budget appropriation – specify if any funds are remaining.

c. Written reports containing this information must be provided to the State’s applicable Program Area and Manager(s) within 7-business days of all presentations.

C. Weekly Report To include, but not limited to the following:

a. A summary of progress for all projects:

i. Outlining work accomplished during the period,

b. Budget information organized by project:

i. Must include an overview of what funds have been spend and what funds are remaining.

c. When applicable, provide a summary of results of marketing, promotions, campaigns, and project against timeline established.

d. The Contractor must be available to provide status reports on a per request basis to the State’s applicable Program Manager.

D. Quarterly Report Report must be submitted to the State’s applicable Program Manager and Contract Administrator on a quarterly basis. All reports are due 30-days after the beginning of each quarter. Reports must include the following information from the previous quarter:

a. Agency Budget Summary by Project:

i. Indicating how much has been spent and how much is remaining for each project, by purchase type as outlined in Schedule B – Pricing.

ii. List of Invoice Number(s) for purchases made.

iii. Include the vendor name for any Pass-through purchases.

iv. Lessons Learned/Effectiveness of each project, including goals and objectives established for each project.

a) Cost, reach & frequency of the message.

b) Clicks, calls, page views, if applicable.

c) Engagement and changes in message perception.

v. Return on Advertising Spend (ROAS) % E. Media Buy Approval Report Must be submitted to the State’s applicable Program Manager at a minimum of 2-weeks prior to purchase for approval.

a. Include a list of all negotiated buys with pricing.

i. Contractor must provide copies of supporting information of intent to purchase.

F. Media Buy Reporting Reports for all media buys are due 2-months after the media buy concludes, and must include the following information:

a. Quantity of Media Purchases made

i. Identify type of media: Online, radio, tv, etc.

ii. Price per placement.

a) Per each media buy

b) Total for all media buys purchases.

iii. Identify the intended target group.

iv. Indicate when the media buy was approved per Section 5E Media Buy Approval Report.

v. List of runtimes for Ad, broken down by project.

b. Identify Bonus(es) or PSA schedules utilized.

i. Identify type of media: online, radio, tv, etc.

ii. Price per placement.

a) Per each media buy.

b) Total for all bonus(es) or PSA schedules.

iii. Indicating when the media was approved per Section 5E Media Buy Approval Report.

iv. List runtimes for Ad, broken down by project.

There will be NO-CHARGE to the State for bonus(es) or PSA schedules.

G. Media Placement Report(s) At the end of each Media buy the Contractor must conduct a post-buy review on the placement of media buy(s), review must include:

a. Cost Analysis, Reach & Frequency.

b. Message Distribution Requirements – if applicable.

i. Requirements will be identified by the State.

c. Audience Delivery Assessment – assessment of audience delivery with a goal of receiving plus/minus 10% of the Gross Rating Points (GRPs) in the proposed media buy.

d. Bonus Weight Assessment – assessment of Return on Investment (ROI) for the bonus weight must be included for media aired.

Media Reports must be submitted to the State 2-months after the conclusion of the Media Buy. The State may require the Contractor to use findings from Media Buy Reports to refine current and/or future media plans.

6. Meetings A. The Contractor must attend the following meetings:

a. Kick-off Meeting within 14-calendar days of the Contract Award, SOW issuance, or Change Notice Effective Date.

b. Annual Project Meeting – if applicable for project.

c. End of Contract Meeting – must be held within 30-days prior to Contract Expiration.

i. Additional meetings may be required.

d. Weekly Status Call-in – if applicable.

i. For project Progress review and issue resolution.

e. Monthly Update – if applicable.

i. For project progress during the month.

f. The State may request other meetings, as it deems appropriate.

B. Additional Information:

a. Meetings will be held in-person or via phone or other mutually agreed upon formats and time between the State and the Contractor.

i. The Contractor must have toll-free conference call capabilities.

b. The Contractor must meet with the Subcontractor(s) independently as directed by the State, if applicable.

c. The Contractor must respond to all State inquiries within 2-business days of receipt, to confirm receipt and provide anticipated response date.

7. Invoice and Payment A. Invoice Requirements All invoices submitted to the State must include:

a. Date

b. Delivery Order (DO) Number

c. Media Buys

d. Licensing Fees, Talent Renewals, TV and Radio Dubs, satellite, and communication uplinks – billed at cost, no mark-up may be applied.

e. Description of the Contract Activities

i. Including signed estimates and copies of 3rd-party invoices

f. Unit Price

i. Broken down by media purchases & Placement fee for each purchase.

ii. Please also indicate the media placement agency fee (%)

g. Shipping Cost – if applicable & approved by the State

h. Cost totals for each service

i. Each Service should be totaled out and added to for the Total Invoice Price.

i. Total Invoice Price B. Additional Information:

a. Overtime, holiday pay, travel, or any other out-of-pocket expenses, including meeting attendance, commissionable advertising, membership, or industry conference/seminar attendance will not be paid or reimbursed by the State.

b. Invoices must only include completed work – the Contractor must not pre-bill for any services including media placements.

c. Invoices will be approved based upon completion of deliverables within the approved Project Plan. Approval is made by the applicable State Program Manager.

d. Invoices should be project/Media Buy Specific and must include the following information:

i. Description of all Contract Activities as outlined in Schedule B. Monthly Fee(s) for the following must be included if:

· Warehouse Storage

· Phone Service/Call Center

· Packaging

· Web Maintenance

ii. Each section and sub-bullet above should be totaled out and a total overall cost for services provided.

C. Payment Methods The State will make payment for Contract Activities via Electronic Fund Transfer (EFT).

8. Acceptance The following criteria will be used by the State to determine Acceptance of the Services of Deliverables provided under this SOW: For each project, the Contractor first prepares an outline of activities, timelines, and deliverables.

Before approving invoices, for payment, the Program Manager will review deliverables, review project hours and team member involvement in the project. As well as invoices for all expenses charged to verify cost accuracy. The Program Manager will also ensure the Contractors invoices include applicable attachments for media buys.

The State will only reimburse the Contractor for services and/or merchandise authorized by the State and approved by the applicable Program Manager and Delivery Order (DO). Payment will not exceed the amount approved by the Program Manager unless a revised estimate has been submitted an approved by the applicable Program Manager. All invoices must reflect actual work done.

SCHEDULE B – PRICING

Statewide Advertising Services Requesting State Agencies will pay for Advertising services in one of the formats, or combination of formats depending on the type of service needed. Pricing will be determined with each SOW issuance using the pricing provided below:

1. Price proposals must include all costs, including but not limited to, any one-time or set-up charges, fees, and potential costs that Contractor may charge the State (e.g., shipping and handling, per piece pricing, and palletizing).

Please Note: Travel, lodging and meal expenses, including holiday or overtime hours, will not be paid by the State.

2. The Contractor is encouraged to offer quick payment terms. The number of days must not include processing time for payment to be received by the Contractor's financial institution.

Quick payment terms: % discount off invoice if paid within days after receipt of invoice.

3. The Contractor must make all payments to subcontractors utilized without waiting for the State’s payment of corresponding invoice(s) and maintain a line of credit for such purposes.

4. The State will not accept fees, mark-ups, or commission from subcontractors.

5. The Contractor must pass on all reductions in cost, such as media volume, media buying discounts, early payment discounts, and/or unplaced media for each project.

6. Schedule B – Pricing Structures -- As indicated in the Scope section of Schedule A, when a need is established by a State Agency, the Agency in need will reach out to the Contractor to initiate Services.

7. Requesting State Agencies will pay for Advertising services in one of the formats, or combination of formats depending on the type of service needed. Pricing will be determined with each SOW issuance using the pricing provided below:

A. Pricing Table

2. Media Placement Agency Fee – Commission Percentage

*Variable Blended Hourly Rate is defined as a not-to-exceed rate that will be paid to the Contractor for Creative Design, Production, Communications, Marketing, Research, Implementation, and Additional Services.

B. Event Pricing Proposed pricing for events must be provided to the Agency for review, approval will be given by the issuance of a Delivery Order (DO). The variable blended hourly rate above will be applicable. All costs related to reserving and administering the event must be itemized and billed with no mark-up.

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