Final_Request_for_Proposal_ENF.docx

State of Minnesota Department of Natural Resources

REQUEST FOR PROPOSAL

Comprehensive Advertising, Public Relations and Marketing Programs SWIFT Event # 200018544 Date Posted: August 21, 2026

· Responses must be received not later than 2:00 PM, Central Time, September 11, 2026

· Late responses will not be considered

· As of July 1, 2025, certain terms are unenforceable in state contracts. See Session Laws, 2025 Regular Session, Chapter 39, Article 2, Sec. 45.

Minnesota’s Commitment to Diversity and Inclusion The State of Minnesota is committed to diversity and inclusion in its public procurement process. The goal is to ensure that those providing goods and services to the State are representative of our Minnesota communities and include businesses owned by minorities, women, veterans, and those with substantial physical disabilities. Creating broader opportunities for historically under-represented groups provides for additional options and greater competition in the marketplace, creates stronger relationships and engagement within our communities, and fosters economic development and equality.

To further this commitment, the Department of Administration operates a program for Minnesota-based small businesses owned by minorities, women, veterans, and those with substantial physical disabilities. For additional information on this program, or to determine eligibility, please call 651.201.2402 or go to the Office of Equity in Procurement home page, at https://mn.gov/admin/business/vendor-info/oep/.

SPECIAL NOTICE: This is a request for proposal. It does not obligate the State of Minnesota to award a contract or complete the proposed program, and the State reserves the right to cancel this solicitation if it is considered in its best interest.

This Solicitation requires proposals to be submitted through the SWIFT Supplier Portal. Please note the security changes below that may impact responders from submitting a timely response.

SWIFT SUPPLIER PORTAL SECURITY CHANGES

There are new security measures that the Minnesota Management and Budget implemented on October 16, 2022. It is a new multi-factor authentication (MFA) to enhance the security of the State of Minnesota Supplier Portal. MFA is an authentication method that requires bidders and suppliers provide two verification factors to log into the SWIFT Supplier Portal. The goal of MFA is to create a layered defense that makes it more difficult for unauthorized system access to occur.

For information about these changes, please refer to the SWIFT Supplier Portal Multi-Factor Authentication FAQ document.

If you have not done so already, please make sure to log into the SWIFT Supplier Portal as soon as possible to get this authentication set up early so there are no issues when submitting a response to an RFP.

You are strongly encouraged to set your MFA during business hours of 8:00 A.M. to 4:00 P.M., Central Time, Monday through Friday. You may experience delay setting your MFA after hours.

TABLE OF CONTENTS

Solicitation Content

Solicitation Attachments

· Attachment A: Responder Declarations

· Attachment B: Exceptions to State's Terms and Conditions

· Attachment C: Cost Detail

· Attachment D: Responder Form

· Workforce and Equal Pay Declaration Page

· Attachment E: Reference Form

Sample Contract

· Exhibit A: Contract Terms

· Exhibit B: Insurance Requirements

· Exhibit C: Specifications, Duties, and Scope of Work

· Exhibit D: Pricing

· Exhibit E: Federal Language

SECTION 1 – INSTRUCTIONS TO RESPONDERS

Step 1: Read the solicitation documents and ask questions, if any Step 2: Write your response Step 3: Submit your response

STEP 1 – READ THE SOLICITATION DOCUMENT & ASK QUESTIONS, IF ANY

How to Ask Questions

The contact person for questions is:

Julie Johansen, Contract Officer Department of Natural Resources julie.johansen@state.mn.us Questions should be emailed to the contact ten (10) days prior to event end date.

Other personnel are not authorized to answer questions regarding this Solicitation.

STEP 2 – WRITE YOUR RESPONSE

The Response Content section is in this link to Section 4. Prepare a written response and supply all requested content. Responses should address the requested information and documents detailed in Section 4. DO NOT INCLUDE Non-Public/Trade Secret data (as defined in this link to Minn. Stat. § 13.37).

Review, sign, and include the Responder Declarations with your response.

STEP 3 –SUBMIT YOUR RESPONSE

Where to Send Your Response

All responses to this solicitation (termed an “Event” within SWIFT) must be submitted through SWIFT using the Supplier portal (https://mn.gov/supplier). Training and documentation on how to submit your response is available through the Supplier portal link above. Fax, e-mail, and printed responses will not be accepted or considered. All costs incurred in responding to this solicitation will be borne by the responder.

Late responses will not be considered. Responses received after End Date above will not be considered, even if errors or delays were caused by issues outside of responders’ control. If you need assistance please contact the SWIFT Vendor Assistance Helpline at 651-201-8100, Option 1, and then Option 1.

By submitting a response, your company is making a binding legal offer for the period of time set forth below in Section 6, Conditions of Offer.

SECTION 2 – SUMMARY OF SCOPE

Procurement Overview and Goals.

The Minnesota Department of Natural Resources (DNR) invites full service professional agencies with extensive backgrounds in statewide advertising, public relations, and marketing to submit a proposal to research, create, and implement a variety of marketing, education, recruitment and safety, and environmental awareness campaigns consistent with the missions of DNR and its Enforcements division’s water safety and recreational safety programs.

1a. Purpose and Description of Services

a. Purpose of this request for proposal (RFP) is to solicit proposals from vendors with sufficient resources, experience and abilities to provide an array of communication services for DNR marketing, education and outreach goals, including the development of campaigns that mirror Minnesota’s culturally diverse geography and demographics. Communication services shall include the ability to provide the following as described herein and in attachments:

i. Strategic research-based marketing insights and recommendations;

ii. Campaign design, development, implementation, and evaluation;

Background

The marketing partner will work closely with a small, nimble DNR internal team to meet the DNR’s objectives.

Goals and Objectives

Tasks and Deliverables.

Services will include, but are not limited to the following:

· Account Services

· Provide a day-to-day point of contact for DNR staff, including but not limited to budget management, quality control, project coordination, status reports, and client communications.

· Data Analytics - Measure and report effectiveness of campaigns monthly. Suggest options to increase key performance indicators in a timely manner.

· Market research and planning

· Provide strategic insights of targeted behaviors, demographics and user groups for more effective marketing.

· Creative design services

· Create materials and assets for content platforms that may include, but are not limited to television, radio, online/interactive, social media, direct response, print advertising and out of home.

· DNR brand guidelines will be provided as a reference when used for campaigns.

· All deliverables, data, assets and products shall become the exclusive property of the Minnesota Department of Natural Resources.

· The Minnesota Department of Natural Resources has access to State of Minnesota approved vendors that may cost-effectively provide quality printing, etc. The DNR may opt to use these vendors as a part of our responsibility to be fiscally responsible.

· Media

· Digital media and website application

· Might include but not limited to; use of geo fencing, drive website traffic, create social media content, target audiences through desktop and mobile, promote content with personalized messaging, use of influencers, etc.

· Paid media buys

· Research, plan, negotiate and place advertising in multimedia outlets across the state.

Proposers will research, design and deliver behavior change marketing and/or education campaigns that will:

b. Increase boating and water safety awareness within designated Boating Accident Target Areas (BATAs)

c. Increase ice safety awareness

d. Increase environmentally sound boating awareness

e. Increase off highway motor safety vehicle safety awareness

f. Increase snowmobile safety awareness

g. Increase off highway motor vehicle & snowmobile environmental needs awareness

h. Increase firearm safety awareness

i. Increase DNR career/recruitment awareness

j. Market “with” or “through” DNR partnerships with multiple funding streams

SECTION 3 – PROPOSAL INSTRUCTIONS AND ADDITIONAL INFORMATION

1. Anticipated Contract Term.

The term of this contract is anticipated to be from October 2026 to October 2028, with the option to extend up to an additional three years in increments determined by the State.

Question and Answer Instructions.

All questions should be submitted no later than the date and time listed in Section 1, Instructions to Responders. The State is not obligated to answer questions submitted after the question due date and time.

Only personnel listed above are authorized to discuss this solicitation with responders. Contact regarding this solicitation with any personnel not listed above could result in disqualification. This provision is not intended to prevent responders from seeking guidance from state procurement assistance programs regarding general procurement questions.

If a Responder discovers any significant ambiguity, error, conflict, discrepancy, omission, or other deficiency in the solicitation, please immediately notify the contact person detailed above in writing of such error and request modification or clarification of the document.

Additional Tasks or Activities.

Responders are encouraged to propose additional tasks, activities, or goods if they will substantially improve the results of this procurement. These items should be separated from the required items on the cost component of the response.

SECTION 4 – PROPOSAL CONTENT

Please submit the following information:

Demonstrate Experience and Ability Item 1.a History of Experience

ISSUE:

DNR needs a highly qualified Contractor to support statewide marketing and communication multimedia campaigns. The history of the Proposer’s experience must reflect its culture, quality, and potential for continued success. The Proposer must demonstrate to the DNR that their company is qualified to support the DNR.

RESPOND TO:

Proposer shall provide a signed statement which includes the number of years that your company has been in business, descriptive list of your statewide multimedia campaign experience, as well as specialty areas, resources, accomplishments, philosophies with respect to customers and employees, and any other significant items that describe the history, growth, and development of your business, a minimum of five years in the industry is desired. Each Proposer must clearly state the total numbers of years of experience. Highlight experience in outdoor, recreation, or leisure marketing or with safety/public service campaigns. If Proposer isn’t based in Minnesota, provide background on knowledge of the Minnesota market and describe how the account would be serviced. Proposer must clearly identify the specific deliverables they were directly responsible for and disclose when partnerships with other agencies or consultants were used to complete the work, including the role those partners played. Only experience involving contracted advertising or marketing services should be included. Listings of client names or logos without the required context will not be considered.

Item 1.b References

DNR needs a highly qualified Contractor to support statewide marketing and communication multimedia campaigns. The history of the Proposer’s experience must reflect its culture, quality, and potential for continued success. The Proposer must demonstrate to DNR that their company has positive references from other companies regarding the Proposer’s multimedia campaign service to be qualified to support DNR. References must come from clients of at least three years.

RESPOND TO:

Please provide reference contact information on Attachment E, References, and three reference letters from contracts that the Proposer currently has or has had since 2023 including one reference from a government agency with a statewide media campaign with billing of at least two hundred-thousand dollars annually. Provide clients’ contact information and references.

The State reserves the right to verify the information submitted on Attachment E before an award is made. The State reserves the right to contact the references listed in Attachment E. The solicitation response will be rejected if the State, in its sole discretion, receives information that indicates the responder is non-responsible or non-responsive.

Item 1.c. Proposer Staff/Consultants’ Résumés and Work Samples

DNR needs a highly qualified Contractor to support statewide marketing and communication multimedia campaigns. The expertise of the Proposer’s personnel shall demonstrate competency and qualification. The Proposer must demonstrate to DNR that its staff and/or prospective consultants have developed and completed successful media plans and creative strategy assignments in the past.

Proposer shall identify key staff and subcontractors who will participate in this contract. Proposer shall identify their roles and responsibilities and shall provide résumés that include academic and professional achievements. Proposer shall submit two work samples of each person’s work that most closely corresponds to DNR and its divisions’ missions. Proposer should provide a Work Sample that reflects the quality of the deliverables they will provide to the State. Work Samples are ideally very similar to the services being requested in this RFP. The proposer will denote anytime a partner agency, or consultant was required to achieve the deliverables.

The expertise of the Proposer shall demonstrate effective, creative deliverables by submitting 3 relevant case studies including situation analysis, campaign strategy, execution and results. Share a case study about introducing a new client to social and/or digital marketing. Speculative campaigns will be accepted but are optional.

The Proposer will be evaluated based on the competence and qualifications of these key staff and consultants (clearly identify staff vs consultants) described in the résumés and by the work samples submitted.

Please provide the number of full-time staff, contract employees and freelancers and the departments or job function they fulfill.

Resumes or other information about project personnel should not, if possible, contain personal telephone numbers, home addresses, or home email addresses. If it is necessary to include personal contact information, please clearly indicate in the response that personal contact information is being provided.

The Proposer should demonstrate experience managing both in-house production and third-party vendors for marketing deliverables. Responder must clearly distinguish between services performed internally and those performed by external partners or subcontractors, including how such partnerships are coordinated to deliver final campaign assets.

Work Samples should not be more than twenty (25) pdf. pages. (Work plan and work sample not to exceed 70 pages total)

Item 1.d. Accessibility

The DNR does not want disabilities to be a barrier to receiving our messaging. All final products should be accessible and meet the standards laid out in Section 508 and the Web Content Accessibility Guidelines 2.0, level A and AA.

RESPOND TO:

Proposer shall provide examples of previous accessible products. Proposer shall also outline how they will incorporate accessibility to this project. (E.G., all videos with sound will be captioned.)

Item 2 Effective Work Plan and Work Schedules (Deliverables)

DNR needs a highly qualified Contractor to support the most efficient combination of media and geographical reach that maximizes statewide exposure and impact for a variety of campaigns. The expertise of the Proposer shall demonstrate effective, creative deliverables.

This proposal includes the campaign area in the Goals and Objectives section detailed above. For scoring purposes of this item, the Proposer should include the following:

· Work plan to show a project timeline, indicating tasks and responsible persons.

· Draft a work schedule that includes timeline, deliverables and measurable goals.

· To be considered effective, these deliverables must demonstrate a knowledge of the State Boat and Water Safety program mission, plus other safety programs within the DNR, target audience, and media best practices to provide measurable results within the budget. Deliverables may include but are not limited to traditional and digital media placements, numbers of impressions and frequency over a specific time period.

In addition, demonstrate how your agency approaches its work. Based on the provided scope, what information would you need to begin? What challenges do you anticipate?

Note: All deliverables must be made accessible in accordance with the accessibility section.

Cost Proposal Detail. Complete and submit Attachment C “Cost Proposal” attached to this solicitation. (No media commissions are allowed in this contract).

Submit all requested documentation, including, but not limited to, the following documents:

Attachment A: Responder Declarations Attachment B: Exceptions to State’s Standard Term and Conditions Attachment C: Cost Proposal Attachment D: Responder Form Attachment E: References Forms

DO NOT INCLUDE Non-Public/Trade Secret data (as defined by Minn. Stat. § 13.37).

SECTION 5 – EVALUATION PROCEDURE AND CRITERIA

The State will conduct an evaluation of responses to this Solicitation. The evaluations will be conducted in three phases:

Phase 1 - Review responses for responsiveness and pass/fail requirements Phase 2 - Evaluate responses Phase 3 - Select finalist(s)

1. Phase 1 – Responsiveness and Pass/Fail Requirements The purpose of this phase is to determine if each response complies with mandatory requirements. The State will first review each proposal for responsiveness to determine if the Responder satisfies all mandatory requirements. The State will evaluate these requirements on a pass/fail basis.

Mandatory Requirements. The following will be considered on a pass/fail basis:

· Responses must be received by the due date and time specified in this RFP.

Phase 2 - Evaluate Responses Only those responses found to have met Phase 1 criteria will be considered in Phase 2.

Responses will be rated as follows:

The factors and weighting on which responses will be evaluated are:

1. Demonstrated Experience and Ability

Preference points are described under Solicitation Terms and will be applied to the total score after points have been awarded.

Phase 3 - Select Finalist(s) Only those responses that have been evaluated under Phase 2 shall be eligible for Phase 3.

The State will make its selection based on best value, as determined by this evaluation process. The State reserves the right to pursue negotiations on any exception taken to the State’s standard terms and conditions. In the event that negotiated terms cannot be reached, the State reserves the right to terminate negotiations and begin negotiating with the next highest scoring responder or take other actions as the State deems appropriate. If the State anticipates multiple awards, the State reserves the right to negotiate with more than one Responder.

It is anticipated that the evaluation and selection will be completed by September 22, 2026.

SECTION 6 – UNENFORCEABLE TERMS AND SOLICITATION TERMS

Unenforceable Terms As of July 1, 2025, certain terms are unenforceable in state contracts. See Session Laws, 2025 Regular Session, Chapter 39, Article 2, Section 45.

Unenforceable terms

(a) A contract entered into by the state shall not contain a term that:

(b) If a contract is entered into that contains a term prohibited in paragraph (a), that term shall be void and the contract is enforceable as if it did not contain that term.

Solicitation Terms

1. Competition in Responding The State desires open and fair competition. Questions from responders regarding any of the requirements of the Solicitation must be submitted in writing to the Solicitation Administrator listed in the Solicitation before the due date and time. If changes are made the State will issue an addendum.

Any evidence of collusion among responders in any form designed to defeat competitive responses will be reported to the Minnesota Attorney General for investigation and appropriate action.

Addenda to the Solicitation Changes to the Solicitation will be made by addendum with notification and posted in the same manner as the original Solicitation. Any addenda issued will become part of the Solicitation.

Data Security - Foreign Outsourcing of Work is Prohibited All storage and processing of information shall be performed within the borders of the United States. This provision also applies to work performed by subcontractors at all levels.

Joint Ventures The State allows joint ventures among groups of responders when responding to the solicitation. However, one responder must submit a response on behalf of all the others in the group. The responder that submits the response will be considered legally responsible for the response (and the contract, if awarded).

Withdrawing Response A responder may withdraw its response prior to the due date and time of the Solicitation. For solicitations in the SWIFT Supplier Portal, a responder may withdraw its response from the SWIFT Supplier Portal. For solicitations done any other way, a responder may withdraw its response by notifying the Solicitation Administrator in writing of the desire to withdraw.

After the due date and time of this Solicitation, a responder may withdraw a response only upon showing that an obvious error exists in the response. The showing and request for withdrawal must be made in writing to Solicitation Administrator within a reasonable time and prior to the State’s detrimental reliance on the response.

Rights Reserved The State reserves the right to:

· Reject any and all responses received;

· Waive or modify any informalities, irregularities, or inconsistencies in the responses received;

· Negotiate with the highest scoring Responder[s];

· Terminate negotiations and select the next response providing the best value for the State;

· Consider documented past performance resulting from a State contract may be considered in the evaluation process;

· Short list the highest scoring Responders;

· Require Responders to conduct presentations, demonstrations, or submit samples;

· Interview key personnel or references;

· Request a best and final offer from one or more Responders;

· The State reserves the right to request additional information; and

· The State reserves the right to use estimated usage or scenarios for the purpose of conducting pricing evaluations. The State reserves the right to modify scenarios, and to request or add additional scenarios for the evaluation.

Samples and Demonstrations Upon request, Responders are to provide samples to the State at no charge. Except for those destroyed or mutilated in testing, the State will return samples if requested and at the Responder’s expense. All costs to conduct and associated with a demonstration will be the sole responsibility of the Responder.

Responses are Nonpublic during Evaluation Process All materials submitted in response to this Solicitation will become property of the State. During the evaluation process, all information concerning the responses submitted will remain private or nonpublic and will not be disclosed to anyone whose official duties do not require such knowledge. Responses are private or nonpublic data until the completion of the evaluation process as defined by Minn. Stat. § 13.591. The completion of the evaluation process is defined as the State having completed negotiating a contract with the selected responder. The State will notify all responders in writing of the evaluation results.

Trade Secret Information Responders must not submit as part of their response trade secret material, as defined by Minn. Stat. § 13.37.

In the event trade secret data are submitted, Responder must defend any action seeking release of data it believes to be trade secret, and indemnify and hold harmless the State, its agents and employees, from any judgments awarded against the State in favor of the party requesting the data, and any and all costs connected with that defense.

The State does not consider cost or prices to be trade secret material, as defined by Minn. Stat. § 13.37.

A responder may present and discuss trade secret information during an interview or demonstration with the State, if applicable.

Conditions of Offer Unless otherwise approved in writing by the State, Responder’s cost proposal and all terms offered in its response that pertain to the completion of professional and technical services and general services will remain firm for 180 days, until they are accepted or rejected by the State, or they are changed by further negotiations with the State prior to contract execution.

Award Any award that may result from this solicitation will be based upon the total accumulated points as established in the solicitation. The State reserves the right to award this solicitation to a single Responder, or to multiple Responders, whichever is in the best interest of the State, providing each Responder is in compliance with all terms and conditions of the solicitation. The State reserves the right to accept all or part of an offer, to reject all offers, to cancel the solicitation, or to re-issue the solicitation, whichever is in the best interest of the State.

Requirements Prior to Contract Execution Prior to contract execution, a responder receiving a contract award must comply with any submittal requests. A submittal request may include, but is not limited to, a Certificate of Insurance.

Rev. 07.01.2025 Rev. 07.01.2025 Page 17 of 18 image1.jpeg