ESBD_516500_1778868850762_Digital Marketing Request for Proposal.docx

RFP | Digital Marketing Advertisement

REQUEST FOR PROPOSAL (RFP)

403-2026-1801-003

DIGITAL MARKETING AGENCY

Class Code: 915-02-Advertising Services, Including Notice of Bid Solicitation, Statutory Notices, Legal; 915-22-Communications Marketing Services; 915-01-Advertising Agency Services

ISSUED BY:

Procurement and Payment Services

FOR:

Texas Veterans Commission – Communications and Outreach Department

PROCUREMENT OFFICER:

Name: James Regan, CTCD, CTCM Email: James.Regan@tvc.texas.gov

PROPOSALS ARE DUE

June 15, 2026, at 4:00pm CST

DELIVER BID RESPONSE TO:

Texas Veterans Commission Procurement Email Box – Purchasing@tvc.texas.gov

Contents

SOLICITATION SCHEDULE

Note: Texas Veterans Commission reserves the right to revise this schedule. Any such revisions will be formalized and posted in the portal for your convenience.

Section 1 – Project Overview

1.1 General

The Texas Veterans Commission (TVC) mission is to advocate for and provide superior service that will significantly improve the quality of life for all Texas veterans, their families, and survivors. This includes, VA Disability Claims Representation, Hazlewood and Federal Education Benefits, Small Business and start-ups, Employment and Resume review, Women veteran assistance, Grant Funding, Mental Health services, Health Care Advocacy and more.

The Texas Veterans Commission seeks responses from qualified digital marketing agencies to support lead generation for the Communication and Outreach Department.

The agency invites you to submit a proposal to provide a digital marketing advertisement service.

Respondents are encouraged to propose contractual arrangements offering the maximum benefit to the Texas Veterans Commission – Communication and Outreach Department in terms of (1) services to the agency, (2) total overall cost to the agency, and (3) project management expertise. Proposers should describe all educational, state, and local government discounts, as well as any other applicable discounts that may be available to the Texas Veterans in a contract for Services.

1.2 Contract Term

The Texas Veterans Commission anticipates that the term of the Agreement will be (1) year with the option to renew additional one-year terms. The initial contract term is expected to commerce on June 1, 2026, and continue through completion of the required services, but in no event later than May 31, 2027, unless otherwise extended in writing. Further, the Texas Veterans Commission reserves the right to extend the contract term on a month-to-month basis, not to exceed the expiration of the initial term and any successive renewal terms.

1.3 Contract Value

The total value of this contract will not exceed $51,000 for the full contract term. Proposals must clearly identify all costs associated with services provided under this contract.

1.4 Program Overview

Recent legislatively mandated needs assessment showed that only 58% of Texas veterans are aware of TVC services. The Agency seeks to enhance its digital presence and better engage with the public through strategic digital marketing.

Digital outreach efforts will focus on increasing awareness of available benefits, programs, and services, while directing veterans to trust information and assistance through TVC resources. The primary objective of this contract is to increase awareness and engagement with several Texas Veterans Commission programs and services through strategic digital advertising and targeted outreach to veteran audiences across Texas.

Texas Government Code, Section 434.024 grants TVC authority to conduct outreach campaigns to provide information relating to and increase awareness of benefits and services available to veterans.

1.4.1 Texas Veterans Commission Programs

· Claims Department - The Claims Department assists Texas veterans, their families, and survivors with applying for and appealing federal Veterans’ disability benefits and entitlements. The Department is officially designated by the State of Texas to represent veterans before the U.S. Department of Veterans Affairs (VA), advocating on their behalf throughout the claims and appeals process.

· Education Department - The Education Department provides guidance and assistance to veterans and eligible dependents regarding state and federal education benefits. Services include counseling on benefit eligibility, application processes, and utilization of programs such as the Hazlewood Act and GI Bill education benefits.

· Employment Services - Employment Services support veterans transitioning to or advancing within the civilian workforce. Services include career coaching, job placement assistance, resume development, employer engagement, and coordination with workforce partners to connect veterans with meaningful employment opportunities.

· Grants for Veterans Services - This program administers grant funding to local governments and nonprofit organizations that provide direct services to veterans. Grant‑funded services address critical needs such as housing stability, employment support, behavioral health services, and other programs that enhance veterans’ quality of life.

· Veterans Mental Health Department - The Veterans Mental Health Department focuses on improving access to mental health resources and services for veterans. The program promotes suicide prevention, peer support, counseling services, and coordination with community partners to address mental health challenges affecting veterans and their families.

· Women Veterans Program - The Women Veterans Program addresses the unique needs of women veterans by providing targeted outreach, resource coordination, and advocacy. The program ensures women veterans are informed of available benefits and services, with attention to healthcare, employment, and transition assistance.

· Health Care Advocacy Department - The Health Care Advocacy Department assists veterans in navigating the VA healthcare system. Services include resolving healthcare access issues, addressing eligibility concerns, and advocating for timely and appropriate medical care on behalf of veterans.

· Entrepreneur Program - The Entrepreneur Program supports veteran‑owned and transitioning‑to‑ownership businesses by providing business development resources, training, and referrals. Services include guidance on business planning, access to capital, certification processes, and connections to state and federal business opportunities.

1.5 Scope of Work

TVC will design creative products. However, it will be expected that all possible elements produced by the Awarded Vendor for the Texas Veterans Commission during the contract period shall become the property of the TVC as will all materials, film, negatives, art, etc., as well as campaign treatments developed but not utilized. The TVC maintains the right to use any materials generated by the Awarded Vendor in other TVC materials or programs generated by TVC personnel and may do so without vendor’s consent or approval. The TVC acknowledges certain legal constraints and, as such, requires universal releases for materials unless cost considerations become prohibitive such as music, photographs, etc.

The Vendor should support TVC’s digital outreach efforts by planning, executing, monitoring, and reporting on paid digital advertising, Over The Top (“OTT”) and connected TV campaigns using TVC-provided creative assets and messaging. The Vendor will collaborate closely with TVC staff to ensure campaigns align with agency priorities, compliance requirements, and available funding.

1.5.1 Media Buy

Vendor makes advertising purchases and executes the media plan approved by TVC. Execution includes placement, optimization, cancellations and auditing. The Awarded Vendor will sign all advertisement agreements/insertion orders, handle billing and payment. Awarded Vendor must maintain records of its contracts, invoices and other relevant documentation of its agreements with all subcontractors or third-party vendors. Awarded Vendor shall include such backup documentation with its monthly invoices, along with all other supporting or backup documentation as requested by TVC.

1.6 Key Activities

The Vendor’s responsibilities shall include, but are not limited to, the following activities:

1.6.1 Digital Media Planning and Execution

· Assist with development and recommend a digital strategy designed to reach diverse veteran audiences, including rural, underserved, and urban populations.

· Implement and manage paid digital advertising campaigns across approved platforms (e.g., search, display, video, and social media).

· Execute media buys in accordance with TVC-approved plans, budgets, and timelines.

· Monitor campaign performance and optimize placements to improve reach, engagement, and lead quality.

1.6.2 Targeting and Audience Reach

The Texas Veterans Commission seeks to exceed its 2025 paid digital media performance benchmarks. The selected vendor will be expected to develop and execute strategic paid digital advertising campaigns designed to surpass the following performance metrics:

· 197.7K paid media engagements Engagements are measured through interactions including: Likes, comments, shares, link clicks and other click-based interactions on Facebook, Instagram, and Google advertisements.

· 972.4K total reach Reach is defined as the number of unique users exposed to paid advertising content across digital platforms.

· 2.4 million total impressions Impressions are defined as the total number of times paid advertisements are displayed to users.

Utilize geographic, demographic, and behavioral targeting strategies to reach both rural and urban veterans across Texas.

Adjust targeting strategies as needed to ensure equitable statewide outreach and efficient use of funds.

Ensure campaign delivery aligns with TVC program priorities and outreach objectives.

Campaign strategies should consider outreach to diverse veteran populations including rural veterans, women veterans, transitioning service members, and underserved communities across Texas.

1.6.3 Lead Generation and Brand Awareness

· Support lead generation efforts by driving traffic to TVC-designation landing pages and point of contact.

· Focus on generating high-quality leads that align with TVC’s service volume and program capacity.

· Enhance overall brand awareness and recognition of TVC as a trusted resource for veterans’ benefits and services.

1.6.4 Tracking, Analytics, and Reporting – Monthly Spend Tracking

· Track and document all advertising expenditure monthly.

· Provide transparent reporting of budget allocation, media spending, and remaining balances.

· Maintain all records related to media buys and invoices in accordance with state requirements.

· TVC must retain administrative access to all advertising platforms and campaign accounts used under this contract.

· TVC owns all campaign data

· TVC retains all analytics/history

· Vendor must transfer credentials/access at termination

· No proprietary lockout

1.6.5 Performance Analytics’

· Provide monthly performance reports that include key metrics such as impressions, reach, clicks, conversions, cost-per-click, cost-per-lead, and other relevant performance indicators.

· Analyze campaign effectiveness in relation to audience reach, lead quality, and brand awareness objectives.

· Identify trends, insights, and opportunities for optimization.

1.6.6 Reporting Deliverables

· Submit written monthly reports summarizing:

· Media spend by platform

· Performance metrics and analytics

· Geographic reach (rural vs urban)

· Lead generation outcomes

· Recommendations for optimization or adjustment

· Participate in monthly or as-needed meetings with TVC staff to review reports and discuss performance.

Proposers must submit evidence of its organization’s ability to meet the Scope of Work deliverables by describing strategies to be used and quality controls. Responses must demonstrate Proposer’s knowledge and understanding of branding and ability to reach target audiences of veterans.

Proposers should also demonstrate experience reaching diverse veteran populations through digital marketing campaigns.

Respondents should demonstrate:

• Experience with government or public sector clients.

• Expertise in digital marketing strategy and ad placement, and analytics.

• Familiarity with accessibility standards (e.g., WCAG 2.1).

Vendor should provide a recommended media placement approach based on the campaign objectives, target audiences and available budget.

The following should be addressed in Proposals:

· Media Planning and Buying: Describe your process in deciding where, when and how to purchase media. Provide details including What are your strategies as it relates to planning and buying media; are there any methods and promotional partnerships you suggest extending a client’s budget and exposure; specifically, for online media such as social media and Google Ads.

· Research and Analytics: Provide an overview of how you determine success. What are the analytical tools or services that you use, and what type of information you plan to report back to TVC, and frequency of reporting.

TVC has identified the following campaigns so that we will provide content for paid ads. We either already have the deliverables or will develop them for Vendor to schedule ad buys.

· General TVC Awareness campaign using motion graphics.

· Mental Health Awareness/Texas Veteran Suicide Prevention video promoting the Military Veteran Peer Network.

· Grants Across Texas campaign using a motion graphic which highlights funding to veteran service organizations.

· Veterans over 55+ motion graphic promotion resources for older veterans.

· Claims Department services video

· Google Keyword Search Ad

Section 2 – Price Response

2.1 General Pricing Requirements

Proposers shall submit a detailed pricing Price Response that clearly identifies all costs associated with providing the services described in this RFP. Pricing must be firm, fixed, and inclusive of all costs, including but not limited to labor, fees, tools, reporting, overhead, and administrative expenses.

The total cost shall not exceed $51,000.00 for the entire contract term. Proposals exceeding this maximum amount will be deemed non-responsive.

Pricing must be presented in a clear itemized format to allow for evaluation and comparison among proposers.

2.2 Required Pricing Elements

To comply with Texas procurement best practices and Government Code expectations for transparency, fiscal responsibility, and auditability, require vendors to include:

· A not-to-exceed total contract amount

· Separation of management/agency fees from media spend

· Monthly costs breakdowns

· Disclosure of any minimum spend requirements

· Identification of pass-through costs (if any)

· Confirmation that no additional or hidden fees will be charged Note: There is not a requirement to specify how vendors must price (hourly vs flat), only that pricing is clearly explained and capped.

2.3 Media Spend vs Agency Fees

Agency management/service fees must be clearly separated form paid media advertising costs. Proposers must identify all agency fees associated with campaign management, strategy, reporting, and optimization. Paid media costs must be clearly itemized.

Proposers must clearly distinguish between:

· Agency/Service Fees (strategy campaign management, optimization, reporting, analytics)

· Paid Media Costs (actual advertising spend on platforms such as Google, Meta, YouTube, etc.)

If the proposer recommends allocating the budget between agency fees and media spend, that allocation must be clearly shown.

≤ $51,000

Please elaborate on the proposed cost based on the criteria below:

· What is the total budget for the project?

· What are the components of the budget?

· How are management fees structured?

· Who are the personnel that will be assigned to the project, what are their qualifications, and how many hours will each member of the team be assigned to the project?

· What is the Vendor’s justification for the components of the budget?

· How does the Vendor evaluate and communicate return on investment for your clients?

The total proposed cost must not exceed $51,000.00. Any proposal exceeding this amount will not be considered for award.

The solicitation and resulting contract are governed by applicable provisions of the Texas Government Code, including chapters related to state procurement and contract management. Proposers must submit pricing in a transparent and auditable format to ensure compliance with state law, fiscal accountability standards, and agency oversight requirements.

· Invoices will be submitted monthly

· Each invoice must include:

· Itemized agency fees

· Itemized media spend by platform

· Supporting documentation for media buys

· Payment is subject to verification of services rendered and compliance with contract terms and conditions

· State, local, or government discounts

· Added value or cost-saving strategies that enhance reach without increasing total cost Payments will be made in accordance with the Texas Prompt Payment Act (Texas Government Code, Chapter 2251). The Texas Veterans Commission standard payment term is net 30 days after receipt of a correct invoice and acceptance of services.

Section 3 - Response Evaluation

3.1 General Selection

The Texas Veterans Commission (TVC) will evaluate all responsive proposals in accordance with applicable provisions of the Texas Government Code governing state procurement and contract management. The contract will be awarded to the proposer whose proposal is determined to provide the best value to the State of Texas and the Texas Veterans Commission.

Selection will be based on a comprehensive evaluation of the proposal, including but not limited to the proposer’s qualifications, experience, technical approach, demonstrated ability to meet the Scope of Work, pricing, and overall value to the agency.

TVC reserves the right to:

· Reject any or all proposals.

· Waive minor irregularities or informalities in proposals when it is in the best interest of the State.

· Request clarification, additional information, or presentations from proposers; and

· Negotiate with one or more proposers if determined necessary to achieve best value.

3.2 Evaluation Criteria

Price will be evaluated for reasonableness, transparency, and overall value, and not on the lowest cost alone. Pricing proposals must comply with the maximum not-to-exceed amount identified in this solicitation. An Evaluation Committee will review all responses to determine which Respondents have qualified for consideration according to the criteria stated herein. The Committee’s evaluations will be based on all available information, qualification statements, and other appropriate checks.

All proposals and the resulting contract shall comply with applicable requirements of the Texas Government Code, including provisions related to ethical procurement practices, fiscal accountability, and use of public funds.

3.2.1 Weighted Scoring Criteria

Proposals will be evaluated using a numeric scoring scale of as shown in the table below for each evaluation category.

Technical Approach & Understanding of Scope

Demonstrated understanding of the Scope of Work, proposed digital marketing strategy, media planning, targeting approach for rural and urban veterans, and alignment with TVC outreach goals

Experience & Qualifications

Experience providing digital marketing services, particularly for government or public‑sector clients; experience reaching diverse or statewide audiences; qualifications of assigned personnel

Analytics, Reporting & Performance Measurement

Approach to monthly spend tracking, performance analytics, reporting clarity, transparency, and ability to evaluate and communicate results and optimization recommendations

Price Proposal

Reasonableness, clarity, transparency, and compliance with the not‑to‑exceed contract amount, including separation of agency fees and media spend

Value-Added Services/ Cost Efficiency

Added value, innovative approaches, or cost‑saving strategies that enhance reach, lead quality, or brand awareness without increasing total cost

3.3 Advancement Criteria

The Texas Veterans Commission, as its sole discretion, determined a competitive range for shortlist including the use of interviews and/or presentations.

· Submit a proposal that is responsive to all requirements of this Request for Proposals (RFP);

· Demonstrate the ability to meet the Scope of Work and deliverables described herein.

· Be in good standing with the State of Texas and not be prohibited from entering contracts with the State.

· Be free of any conflicts of interest that would preclude the Respondent from performing the required services.

· Agree to comply with all applicable federal and state laws, rules, and regulations, including the Texas Government Code provisions governing state procurement and contract management; and

· Propose pricing that does not exceed the not‑to‑exceed contract amount of $51,000.

Only proposals determined to be responsive, responsible, and in the best interest of the Texas Veterans Commission will be considered for award.

The Texas Veterans Commission reserves the right to:

· Award the contract to the highest‑ranked proposer based on evaluation results and best‑value determination.

· Make no award if it is determined to be in the best interest of the State;

· Award the contract without further discussion or negotiations;

· Request additional information or clarification from proposers prior to award; and

· Negotiate final terms, scope, or pricing, provided such negotiations do not materially alter the solicitation requirements.

The award of any contract resulting from this solicitation is subject to availability of funds, approval by appropriate State authorities, and compliance with all applicable provisions of the Texas Government Code and Texas Veterans Commission policies.

3.5 Responsible Respondent

Responsible Respondents, at a minimum, must meet the following requirements:

· Have adequate financial resources, or the ability to obtain such resources as required during the performance of any resulting contract.

· Be able to comply with the required performance schedule, taking into consideration all existing business commitments.

· Have a satisfactory record of past performance.

· Have necessary personnel and management capability to perform any resulting contract.

· Be qualified as an established firm regularly engaged in the type of business necessary to fulfill the resulting contract requirements.

· Certify that the firm is not delinquent in any tax owed by the State of Texas under

· Chapter 171, Tax Code.

· Be otherwise qualified and eligible to receive an award under applicable laws and

· regulations.

Respondent(s) may be requested to submit additional written evidence verifying that the firm meets the minimum requirements described above and as necessary, to fulfil the requirements of the solicitation and be determined a responsible Respondent.

Failure to provide any requested additional information may result in the Respondent being declared nonresponsive and the response being rejected.

A person is not eligible to be considered for award of this solicitation or any resulting contract or to be a subcontractor of the Respondent or prime contractor if the person assisted in the development of this solicitation or any part of this solicitation or if the person participated in a project related to this solicitation when such participation would give the person special knowledge that would give that person or a prime contractor an unfair advantage over other Respondents.

Only individual firms or lawfully formed business organizations may apply. This does not preclude a Respondent from using subcontractors or contractors. The agency will contract only with the individual firm or formal organization that submits a response to this RFP.

Section 4 – Instructions to Respondents

4.1 Preparation and Submittal Instructions

4.1.1 Respondent(s) should carefully read the information contained herein and submit a complete response to all requirements and questions as directed.

4.1.2 The Agency will not provide compensation to Respondent(s) for any expenses incurred by the Respondent(s) for response preparation or for any demonstrations that may be made, unless otherwise expressly stated. Respondent(s) submit responses at their own risk and expense.

4.1.3 Responses, which are qualified with conditional clauses, or alterations, or items, not called for in the solicitation documents, or irregularities of any kind are subject to disqualification, at its option.

4.1.4 Each response should be prepared simply and economically, providing a straightforward, concise description of your firm's ability to meet the requirements of this solicitation. Emphasis should be on completeness, clarity of content, responsiveness to the requirements, and an understanding of needs.

4.1.5 Texas Veterans Commission makes no guarantee that an award will be made as a result of this solicitation and reserves the right to accept or reject any or all responses, waive any formalities or minor technical inconsistencies, or delete any item/requirements from this solicitation or resulting Agreement when deemed to be in best interest. Representations made within the response will be binding on responding firms. Will not be bound to act by any previous communication or response submitted by the firms other than this solicitation.

4.1.6 Respondents wishing to submit a “No-Response” are requested to return the first page of the Execution of Offer. The returned form should indicate your company's name and include the words “No-Response” in the Comment section of the table provided.

4.1.7 Failure to comply with the requirements contained in this Request for Proposal may result in the rejection of your proposal.

4.2 Required Proposal Contents and Organization

4.2.1 Cover Letter

The proposal shall include a signed cover letter that:

· Identifies the Respondent’s firm name, address, and primary contact;

· Confirms the Respondent’s intent to provide the requested services;

· Certifies that the proposal is valid for the time period specified in the RFP; and

· Acknowledges acceptance of all RFP requirements and terms or clearly identifies any exceptions.

4.2.2 Organizational Background and Qualifications

Provide a brief overview of the Respondent’s organization, including:

· Business structure and years in operation;

· Relevant experience providing digital marketing services;

· Experience working with government or public‑sector clients; and

· Demonstrated experience reaching diverse or statewide audiences.

4.2.3 Technical Approach and Scope of Work

Describe the Respondent’s proposed approach to meeting the Scope of Work, including:

· Digital marketing strategy and media planning approach;

· Methods for reaching both rural and urban veteran populations;

· Lead generation strategy and quality control measures;

· Approach to strengthening brand awareness; and

· Collaboration and communication with TVC staff.

4.2.4 Analytics, Tracking, and Reporting

Describe the Respondent’s approach to data tracking and reporting, including:

· Monthly tracking of advertising spend;

· Performance metrics to be reported;

· Analytical tools or platforms used;

· Report format, frequency, and level of detail; and

· Use of analytics to optimize campaign performance.

4.2.5 Price Response

Provide a detailed Price Response in accordance with Section 2 of this RFP, including:

· A not‑to‑exceed total contract amount;

· Separation of agency/management fees from paid media spend;

· Itemized monthly and total costs;

· Confirmation that pricing does not exceed $51,000; and

· Completion of the required Price Response table.

4.2.6 Value-Added Services

Describe any value‑added services, innovative approaches, or cost‑saving strategies that enhance outreach, lead quality, or brand awareness without increasing total cost.

4.2.7 Required Certifications and Statements

Include any required certifications, acknowledgments, or statements of compliance specified elsewhere in this RFP, including acknowledgment of compliance with applicable provisions of the Texas Government Code.

4.3 Proposal Completeness

It is the Respondent’s responsibility to ensure that all required information is included in the proposal. Failure to submit a complete proposal may result in rejection.

4.4 Submission Responsibility

Submission of a proposal constitutes the Respondent’s acknowledgment that it has read and understands all requirements of this RFP and agrees to comply with them if selected for award. Respondents must submit responses to Purchasing@tvc.texas.gov.

Section 5 – General Information

5.1 Procurement Authority

This solicitation is issued in accordance with applicable provisions of the Texas Government Code governing state procurement and contracting. The Texas Veterans Commission reserves the right to award a contract based on best value.

5.2 Historically Underutilized Business (HUB) Requirements

In accordance with Texas Government Code, Chapter 2161, the Texas Veterans Commission has determined that subcontracting opportunities are not probable under this contract; therefore, a HUB Subcontracting Plan (HSP) is not required.

However, respondents are encouraged to make a good faith effort to include Historically Underutilized Businesses (HUBs) in any subcontracting opportunities.

5.3 Vendor Affirmations and Certifications

By submitting a response, Respondent certifies that it is in compliance with all applicable federal and state laws and regulations, including but not limited to:

· Not debarred, suspended, or otherwise excluded from doing business with the State of Texas or federal government

· Compliance with Texas Government Code Chapters 2155, 2252, 2271, 2274, and 2276, as applicable

· Compliance with Texas Family Code §231.006 (child support obligations)

· Compliance with non-collusion requirements Respondent further certifies that all information provided is true and correct.

5.4 Contract Terms and Conditions

The contract resulting from this solicitation shall incorporate the Texas Veterans Commission’s standard terms and conditions, including all applicable provisions of the Texas Government Code and Texas Administrative Code.

Respondents are expected to review and accept these terms or clearly identify any exceptions in their response.

5.5 Protest Procedures

Any actual or prospective Respondent who is aggrieved in connection with this solicitation or award may formally protest.

Protests must be submitted PDF format to the purchasing@tvc.texas.gov email inbox within ten (10) business days after the aggrieved party knows or should have known of the occurrence giving rise to the protest.

The protest must include:

· Name and address of the protestor

· Identification of the solicitation

· Detailed statement of the legal and factual grounds

5.6 Insurance Requirements

The awarded vendor may be required to maintain appropriate insurance coverage, including general liability insurance, as determined necessary by the Texas Veterans Commission prior to contract execution.

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