Second Tier Proposal Instructions Michigan Department of Lifelong Education, Advancement, and Potential Statewide Marketing and Advertising Services Direct Solicitation: 260000000039 Solicitation Manager Name: Brandon Colby Direct Phone: 517-898-5428 Email: ColbyB@Michigan.Gov This is a Direct Solicitation (DS) for:

MiLEAP Office of Higher Educations Fiscal Year 2027-2031 Marketing Plan Solicitation Timeline

*A bidder’s proposal received at 3:01 PM Eastern Standard Time is late and subject to disqualification.

This DS is subject to change. Check www.michigan.gov/SIGMAVSS for current information.

1. PROPOSAL PREPARATION. The State recommends reading all DS materials prior to preparing a proposal, particularly these Proposal Instructions and the Vendor Questions Worksheet. Bidders must follow these Proposal Instructions and provide a complete response to the items indicated in the DS Structure and Documentation table below. References and links to websites or external sources may not be used in lieu of providing the information requested in the DS within the proposal, with the exception of the Vendor Questions Worksheet, State of Michigan Experience and Prior Experience and Sections. Include the bidder’s company name in the header of all documents submitted with your proposal. Note that all documents and information submitted as part of a proposal will become public record immediately upon receipt by the State. Proposals received by the State may be posted on the State’s publicly available website after bidders are notified of the award recommendation.

DS Structure and Documentation

2. CONTACT INFORMATION FOR THE STATE. The sole point of contact for the State concerning this DS is listed on the Cover Page. Contacting any other State personnel, agent, consultant, or representative about this DS may result in bidder disqualification.

3. MODIFICATIONS. The State may modify this DS at any time. Modifications will be posted on www.michigan.gov/SIGMAVSS. This is the only method by which the DS may be modified.

4. QUESTIONS. Bidder questions about this DS must be emailed to the Solicitation Manager no later than the time and date specified on the Cover Page. In the interest of transparency, only written questions are accepted. Answers to questions will be posted on www.michigan.gov/SIGMAVSS. Submit questions using the format below; a Microsoft Excel format or similar is suggested.

5. DELIVERY OF PROPOSAL.

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 30 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. Note that all documents and information submitted in any manner as part of a proposal will become public record immediately upon receipt by the State. Proposals received may be posted by the State on the State’s publicly available website after bidders are notified of the award recommendation.

6. 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 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.

7. NOTICE OF DEFICIENCY. The State reserves the right to issue a Notice of Deficiency to bidders if the State determines after the proposal deadline that a portion of the DS was deficient, unclear, or ambiguous. Failure to respond to a Notice of Deficiency timely may be cause for disqualification.

8. CLARIFICATION REQUEST. The State reserves the right to issue a Clarification Request to a bidder to clarify its proposal if the State determines the proposal is not clear. Failure to respond to a Clarification Request timely may be cause for disqualification.

9. RESERVATIONS. The State reserves the right to:

a. Disqualify a bidder for failure to follow these instructions.

b. Discontinue the DS process at any time for any or no reason. The issuance of an DS, your preparation and submission of a proposal, and the State’s subsequent receipt and evaluation of your proposal does not commit the State to award a contract to you or anyone, even if all the requirements in the DS are met.

c. Consider late proposals if: (i) no other proposals are received; (ii) no complete proposals are received; (iii) the State received complete proposals, but the proposals did not meet mandatory minimum requirements or technical criteria; or (iv) the award process fails to result in an award.

d. Consider an otherwise disqualified proposal if no other proposals are received.

e. Disqualify a proposal based on: (i) information provided by the bidder in response to this DS; (2) the bidder’s failure to complete registration on www.michigan.gov/SIGMAVSS ; or (3) if it is determined that a bidder purposely or willfully submitted false or misleading information in response to the DS.

f. Consider prior performance with the State in making its award decision.

g. Consider overall economic impact to the State when evaluating proposal pricing and in the final award recommendation. This includes but is not limited to: considering principal place of performance, number of Michigan citizens employed or potentially employed, dollars paid to Michigan residents, Michigan capital investments, job creation, tax revenue implications, and economically disadvantaged businesses.

h. Consider total-cost-of-ownership factors (e.g., transition and training costs) when evaluating proposal pricing and in the final award recommendation.

i. Refuse to award a contract to any bidder that has failed to pay State taxes or has outstanding debt with the State.

j. Enter into negotiations with one or more bidders on price, terms, technical requirements, or other deliverables.

k. Award multiple, optional-use contracts, or award by Contract Activity.

l. Evaluate the proposal outside the scope identified in the Evaluation Process section of this document if the State receives only one proposal.

10. AWARD RECOMMENDATION. The contract will be awarded to the responsive and responsible bidder who offers the best value to the State, as determined by the State. Best value will be determined by the bidder meeting the minimum point threshold and offering the best combination of the 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 or in the manner it was originally published.

11. 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 ColbyB@Michigan.gov no later than 3:00 PM Eastern Standard Time, 5 business days after the Award Recommendation and Evaluation Synopsis is posted on SIGMA VSS. The State reserves the right to adjust this timing and will publish any change.

12. STATE ADMINISTRATIVE BOARD. Contracts equal to $250,000 or greater than require approval by the State Administrative Board. The State Administrative Board’s decision is final; however, its approval does not constitute a contract. The award process is not complete until the awarded contractor receives a contract fully executed by all parties.

13. GENERAL CONDITIONS. The State will not be liable for any costs, expenses, or damages incurred by a bidder participating in this solicitation. The bidder agrees that its proposal will be considered an offer to do business with the State in accordance with its proposal, including the Contract Terms, and that its proposal will be irrevocable and binding for a period of 180 calendar days from date of submission. If a contract is awarded to the bidder, the State may, at its option, incorporate any part of the bidder’s proposal into a contract. This DS is not an offer to enter into a contract. This DS may not provide a complete statement of the State’s environment or contain all matters upon which agreement must be reached. The bidder understands that their proposal will become public record immediately upon receipt by the State. Other than verified trade secrets, proposals submitted via www.michigan.gov/SIGMAVSS are the State’s property.

14. CONFIDENTIAL TREATMENT FORM AND THE FREEDOM OF INFORMATION ACT. As a public record, all portions of the bidder’s proposal and resulting contract are subject to disclosure as required under Michigan’s Freedom of Information Act (FOIA), MCL 15.231, et seq. However, the State may exempt some information from disclosure as permitted by law. Under MCL 18.1261(13)(b), records containing “a trade secret as defined under section 2 of the uniform trade secrets act, 1998 PA 448, MCL 445.1902,” are exempt from disclosure under FOIA. In addition, “financial or proprietary information” submitted with a bidder’s proposal is exempt from disclosure under FOIA. A bidder’s failure to comply with this Section is grounds for rejecting a bidder’s proposal as non-responsive. As a part of its proposal, each bidder must follow the procedure below.

a. SUBMIT A COMPLETED CONFIDENTIAL TREATMENT FORM WITH YOUR BID. Completion and submission of the Confidential Treatment Form (CT Form) is required regardless of whether the bidder seeks confidential treatment of information. Failure to submit a completed CT Form may be cause for disqualification from the solicitation process. If a bidder fails to properly complete and submit the CT Form or otherwise fails to follow CT Form instructions, the proposal may be publicly disclosed in its entirety without redaction after an award recommendation.

Complete and sign Section 1 of the CT Form if the bidder does NOT request confidential treatment of information contained in its proposal; or Complete and sign Section 2 of the CT Form if the bidder requests confidential treatment of certain information. Bidder must also submit a copy of the proposal with the trade secret, financial, and proprietary information redacted and clearly labeled as the “PUBLIC COPY.”

Failure to complete and sign a CT Form may result in disqualification of the bidder. If a bidder fails to properly complete and submit the CT Form or otherwise fails to follow the CT Form instructions, the proposal, in its entirety, may be publicly disclosed by the State without redaction after an award recommendation.

b. FOIA REQUESTS. If a FOIA request is made for a bidder’s proposal, the Public Copy may be distributed to the public along with the bidder’s CT Form. The CT Form is a public document and serves as an explanation for the redactions to the Public Copy. Do not put any trade secret, financial, or proprietary information in the CT Form. Do not redact the CT Form itself.

c. NO ADVICE. The State will not advise a bidder as to the nature or content of documents entitled to protection from disclosure under FOIA or other laws, as to the interpretation of such laws, or as to the definition of trade secret or financial or proprietary information. Nothing contained in this provision will modify or amend requirements and obligations imposed on the State by FOIA or other applicable law. The State is not obligated to notify a bidder if a FOIA request for bidder’s proposal is received nor if bidder’s proposal is made available to the public.

d. FAILURE TO REQUEST CONFIDENTIAL TREATMENT. Failure to request material be treated as confidential as specified herein relieves the State, its agencies, and personnel from any responsibility for maintaining material in confidence.

e. Bids containing a request to maintain an entire proposal as confidential may be rejected as non-responsive. Bidders may not request confidential treatment with respect to resumes, pricing, and marketing materials. The State reserves the right to determine whether material designated as exempt by a bidder falls under MCL 18.1261 or other applicable FOIA exemptions. If a FOIA request is made for materials that the bidder has identified as trade secret, financial, or proprietary information, the State has the final authority to determine whether the materials are exempt from disclosure under FOIA.

f. Bidder forever releases the State, its departments, subdivisions, officers, and employees from all claims, rights, actions, demands, damages, liabilities, expenses and fees, which arise out of or relate to the disclosure of all or a portion of bidder’s proposal submitted under this DS. Bidder must defend, indemnify and hold the State, its departments, subdivisions, officers, and employees harmless, without limitation, from and against all actions, claims, losses, liabilities, damages, costs, attorney fees, and expenses (including those required to establish the right to indemnification), arising out of or relating to any FOIA request, including potential litigation and appeals, related to the portion of bidder’s proposal submitted under this DS that bidder has identified as a trade secret, or financial or proprietary information. The State will notify bidder in writing if indemnification is sought. The State is entitled to: (i) regular updates on proceeding status; (ii) participate in the defense of the proceeding; (iii) employ its own counsel; and to (iv) retain control of the defense, or any portion thereof, if the State deems necessary. Bidder will not, without the State’s written consent (not to be unreasonably withheld), settle, compromise, or consent to the entry of any judgment in or otherwise seek to terminate any claim, action, or proceeding. If a State employee, official, or law is involved or challenged, the State may control the defense of that portion of the claim. Any litigation activity on behalf of the State, or any of its subdivisions under this Section, must be coordinated with the Department of Attorney General. An attorney designated to represent the State may not do so until approved by the Michigan Attorney General and appointed as a Special Assistant Attorney General.

Confidential Treatment Form INSTRUCTIONS. A signed and dated Confidential Treatment Form (CT Form) must be submitted with your proposal, regardless of whether your proposal contains confidential information.

1. Complete either Section 1 or Section 2 of this form and sign where indicated. Do not complete both sections. Note: Completion of Section 2 is required to request confidential treatment.

2. This form must be signed by the individual who signed the bidder’s proposal.

Failure to submit a completed CT Form with your bid is grounds for rejecting the proposal as non-responsive.

In addition, failure to follow the instructions on this form or to properly complete and submit it may result in the entire proposal being publicly disclosed by the State without redaction after an award recommendation.

See the Confidential Treatment Form and the Freedom of Information Act section 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.

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

DS Number

DS Title

Signature

Date

Printed Name, Title, Company

Section 2. CONFIDENTIAL TREATMENT IS REQUESTED Bidders must complete, sign, and submit this section with the proposal, to request confidential treatment of any material contained in the proposal. If this section is completed, do not complete Section 1.

Bidders must specifically identify the information to be protected as confidential and/or proprietary and state the reasons why protection is necessary. As shown in the table below, the following details are required for each confidentiality request.

1. The proposal page number, section number, and paragraph number.

2. Whether the material referenced is Trade Secret (TS), Proprietary Financial Information (FI), or Proprietary Information (PI). Bidders may not request confidential treatment of resumes, pricing, and marketing materials.

3. An explanation of the specific legal grounds that support treatment of the material as TS, FI, or PI and 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 an applicable exemption or case name.

4. The person at their organization authorized to respond to inquiries by the State concerning the material and their contact information.

REQUIRED: Bidders completing this section must also submit a copy of the proposal with the trade secret, financial, and proprietary information redacted and clearly label this redacted copy 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

Bidders may add rows or additional pages using the same format shown in the table.

State of Michigan FOIA Requests The State reserves the right to determine whether material designated as exempt by a bidder falls under MCL 18.1261 or other applicable FOIA exemptions.

If a FOIA request is made for materials that the bidder has identified as trade secret, financial, or proprietary information, the State has the final authority to determine whether the materials are exempt from disclosure under FOIA.

The State is not obligated to notify a bidder if a FOIA request for bidder’s proposal is received nor if bidder’s proposal is made available to the public. This form, and any additional justification letters, are not exempt from release under FOIA.

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.

DS Number

DS Title

Signature

Date

Printed Name, Title, Company

Vendor Questions Worksheet Provide a detailed response to each question. “You” and “company” refers to the bidder.

Contact Information

Bidder’s sole contact person during the DS process. Include name, email, and phone number.

Company Background Information

Legal business name.

State of Michigan Experience and Prior Experience

Describe at least 3 relevant experiences from the last 5 years below, supporting your ability to successfully manage a Statement of Work of similar size and scope for the work described in this DS.

Experience 1

Company name.

Contact name Contact role at time of project.

Contact phone.

Contact email.

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 DS?

Campaign Budget.

Start and end date (mm/yy – mm/yy)

Status (completed, live, other – specify phase)

What were the nature and goals of this project?

Who was the audience and what tactics were used to reach them?

What research was conducted?

What was the outcome?

Provide samples of the executed creative concepts developed and deployed.

The State does not have access to most file-sharing sites such as Dropbox, so do not use. It is highly recommended that Bidders use Microsoft OneDrive to share files.

Bidders may also attach their creative concepts in separate files attached to their proposal. As an exception to the proposal instructions document, the Bidder may submit creative concept documents in a modifiable format such as WORD and EXCEL or as a PDF.

In the cell to the right, Bidder should confirm that they have provided their creative concepts along with any instructions, details, and attachment names.

Experience 2

Company name.

Contact name.

Contact role at time of project.

City.

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

Campaign Budget.

Start and end date (mm/yy – mm/yy)

Status (completed, live, other – specify phase)

What were the nature and goals of this project?

Who was the audience and what tactics were used to reach them?

What research was conducted?

What was the outcome?

Provide samples of the executed creative concepts developed and deployed.

The State does not have access to most file-sharing sites such as Dropbox, so do not use. It is highly recommended that Bidders use Microsoft OneDrive to share files.

Bidders may also attach their creative concepts in separate files attached to their proposal. As an exception to the proposal instructions document, the Bidder may submit creative concept documents in a modifiable format such as WORD and EXCEL or as a PDF.

In the cell to the right, Bidder should confirm that they have provided their creative concepts along with any instructions, details, and attachment names.

Experience 3

Company name.

Contact name.

Contact role at time of project.

City.

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

Campaign Budget.

Start and end date (mm/yy – mm/yy)

Status (completed, live, other – specify phase)

What were the nature and goals of this project?

Who was the audience and what tactics were used to reach them?

What research was conducted?

What was the outcome?

Provide samples of the executed creative concepts developed and deployed.

The State does not have access to most file-sharing sites such as Dropbox, so do not use. It is highly recommended that Bidders use Microsoft OneDrive to share files.

Bidders may also attach their creative concepts in separate files attached to their proposal. As an exception to the proposal instructions document, the Bidder may submit creative concept documents in a modifiable format such as WORD and EXCEL or as a PDF.

In the cell to the right, Bidder should confirm that they have provided their creative concepts along with any instructions, details, and attachment names.

Response to State Requests

Schedule A – Statement of Work Direct Solicitation. 260000000039 MiLEAP Office of Higher Educations Fiscal Year 2027 Marketing Plan The Contractor must respond to each requirement or question and explain how it will fulfill each requirement. Attach any supplemental information and appropriately reference within your response.

IMPORTANT NOTE TO CONTRACTORS/BIDDERS: There are specific requirements for which acceptance must be simply acknowledged through a checkbox(es), and others that require further explanation. Click the appropriate checkbox and complete the entries as appropriate.

If a Bidder does not intend to submit a proposal, they must provide justification as to why they are declining to participate in this solicitation process in the box below and submit in SIGMA.

Bidder must provide their justification:

Background The Michigan Department of Lifelong Education, Advancement, and Potential is looking to obtain services to meet the marketing needs for the department through the department’s 2031 fiscal year. We are initially requesting a proposal for our 2027 Fiscal Year with the estimated budget of $8,000,000. The estimated project run dates are 10/1/2026 through 9/30/2027. Based on the quality of the work each year we plan to continue to work with the awardee of this solicitation as working with a single provider gives us more opportunity for cohesiveness and programmatic synergies across our departments marketing projects and needs.

The Michigan Department of Lifelong Education, Advancement and Potential (MiLEAP) Office of Higher Education (OHE) serves as Michigan’s lead agency for advancing postsecondary access, affordability, persistence, completion and workforce alignment.

Through statewide programs, partnerships and strategic initiatives, OHE supports students and families throughout the educational journey while advancing Michigan’s Sixty by 30 attainment goal and strengthening economic mobility for Michigan residents.

OHE’s work includes outreach and engagement, student success initiatives, institutional partnerships, workforce alignment and stakeholder collaboration. OHE convenes and coordinates institutions, schools, employers, workforce organizations, community partners and policymakers to improve outcomes for students and adult learners from exploration and planning through enrollment, completion and transition to the workforce Achieving Michigan’s attainment goals requires coordinated communications and sustained alignment across a broad network of partners. The programs, initiatives and priorities supported under this Statement of Work may include, but are not limited to:

1. Michigan Achievement Scholarship

1. Michigan Achievement Skills Scholarship

1. Michigan Reconnect

1. Other MI Student Aid programs

1. FAFSA completion initiatives

1. Ticket to Tuition

1. Postsecondary planning initiatives

1. Adult learner engagement

1. Student success and persistence efforts

1. Workforce alignment initiatives

1. Employer alignment initiatives

1. Community College Guarantee

1. Emerging legislative priorities and future initiatives

1. Summer Melt Initiatives

1. Transfer student success

1. Value of Postsecondary education

1. Office of Higher Education Mission, Vision, Impact and other contributions to postsecondary education and well being of people of Michigan

Programs and priorities may be added, modified or discontinued throughout the contract period.

Scope The Contractor will provide integrated communications, research, media, creative, stakeholder engagement, public relations and analytics support to advance OHE priorities. Specific projects, deliverables, timelines and budgets will be defined through work authorizations issued under this Contract in the manner specified by the State.

The selected Contractor will support OHE’s efforts to:

1. Increase awareness and engagement across the educational journey

1. Strengthen alignment across Michigan’s higher education ecosystem

1. Support engagement with institutions, counselors, employers, workforce organizations and community partners

1. Utilize research, analytics and performance insights to improve outcomes

1. Extend and strengthen OHE’s own communications capacity, including production, branding and refinement of OHE-developed materials Target Audiences Target audiences may include, but are not limited to:

1. Prospective students

1. Current students

1. Adult learners

1. Parents and families

1. High school counselors and educators

1. Postsecondary institutions

1. Employers and workforce organizations

1. Community organizations

1. Policymakers and stakeholders

1. Media and influencers

1.1. General Requirements

The Contractor must provide all deliverables, services, and staff necessary to perform the work as indicated below for the State’s identified marketing campaigns and projects, including requirements listed below. All Contract Activities outlined in the Tier 1 Contract remain applicable to this SOW.

A. Research, Insights and Strategy The Contractor shall provide research, audience insights and strategic planning services to inform communications, outreach and engagement activities throughout the contract term. Research and performance insights will be used to guide decision-making, shape strategy and support continuous improvement.

Services may include, but are not limited to:

1. Secondary research and environmental scans.

1. Qualitative and quantitative research, including surveys (intercept, phone and online), focus groups, interviews and observational research.

1. Use of syndicated audience and market databases, such as Nielsen and PRIZM.

1. Audience segmentation, journey mapping, message testing and concept evaluation.

1. Development of messaging frameworks, communications strategies and planning documents.

1. Facilitation of planning sessions, stakeholder workshops and listening sessions.

1. Development of key performance indicators, measurement approaches and strategic recommendations.

List all exception(s):

Bidder must describe its approach to translating research and audience insight into communications strategy, and provide one example from the past five years in which research conducted by the Bidder materially changed a campaign or engagement strategy, including what the research showed and what changed as a result:

B. Integrated Communications Planning The Contractor will develop integrated communications plans in support of OHE priorities and initiatives. Services shall align strategy, messaging and channel selection to strengthen awareness, engagement and action among priority audiences.

Services may include, but are not limited to:

1. Development of annual, initiative-specific and campaign-specific communications plans.

1. Audience identification, prioritization and messaging strategy.

1. Recommendations for paid, earned, shared and owned communications approaches.

1. Stakeholder, partner and community-facing communications.

1. Communications support for special initiatives and emerging priorities.

1. Development of campaign goals, performance measures and evaluation approaches.

Plans developed under this Contract must:

1. Be target-audience specific and include messaging, strategy and the communication vehicles for delivery.

2. Be updated to accommodate additional projects or changes to current projects.

3. Receive approval from the State’s applicable Program Manager prior to completion of work.

4. Be presented to the State annually or at a mutually agreed frequency, upon request.

List all exception(s):

Bidder response prompt (Requirement B): Bidder must describe its approach to developing integrated communications plans. In addition, Bidder must submit one proposed OHE communication and marketing plan for fiscal year 2027 as a separate attachment, not to exceed 20 pages, addressing OHE's priorities as described in this Statement of Work and assuming an $8,000,000 budget. The plan must include, at minimum: priority audiences and the Bidder's read of them; goals and measurable objectives; strategy and key messages; allocation of budget and effort across program areas and across paid, earned, shared and owned approaches, including stakeholder engagement; timeline; recommended research and its role; and how success would be measured. Bidders are not expected to address every program area in equal depth; prioritization, organization and stated assumptions are part of the exercise, based on this DS and publicly available information. The plan is used for evaluation purposes only, and pages beyond the limit will not be read.

C. Media Planning, Placement and Optimization The Contractor shall be responsible for developing and executing effective and efficient media plans for OHE communication projects, including negotiation, placement, management and optimization of paid media.

Services may include, but are not limited to:

1. Development of annual and campaign-specific media plans.

1. Audience specifics, timing, geography and channel mix.

1. Negotiation, placement and management of paid media.

1. Identification of value-added, added-reach and nontraditional channel opportunities to reach priority audiences, including adult learners and working families.

1. In-market monitoring, optimization and testing.

1. Post-campaign analysis, evaluation and reporting.

Media plans developed under this Contract must, at minimum, specify:

1. Media budget.

2. Target audience.

3. Flight dates.

4. Geography and media market(s).

5. Advertising units and vehicles (TV, cable, radio, out-of-home, print, digital, social and other new media).

6. Media weight or Gross Rating Point (GRP) levels and expenditures for each medium in each market, as applicable.

7. Projected outcomes and performance measures.

Prior to implementation, each media plan must receive approval from the State’s applicable Program Manager.

The Contractor must:

1. Identify the syndicated audience measurement and market research resources used to develop media plans, such as MRI-Simmons, Nielsen, Scarborough, Claritas PRIZM, or equivalent.

2. Provide placement services including paid and value-added media; earned media; and Michigan Association of Broadcasters (MAB), Michigan Cable Telecommunications Association (MCTA) and Michigan Press Association (MPA) media.

3. Be responsible for all negotiations, purchases and placement of radio and TV airtime, publication space, out-of-home advertising, mail services, and digital, social and other new media placements, and any other State-approved media, including negotiation of matching spots and value-added bonuses, and trafficking of creative assets to media outlets and platforms.

4. Negotiate make-good media weight for any under-delivery, to be scheduled during the next paid media flight.

5. Extend budgets by means of innovative ideas, creative partnerships and negotiation to leverage available paid media funding.

List all exception(s):

Bidder must describe its approach to media planning, placement and optimization for statewide, multi-audience campaigns; identify the planning resources it uses; and describe its experience with Michigan association media (MAB, MCTA, MPA) and with digital and social media placement and optimization:

D. Creative and Content Development The Contractor shall provide creative and content development and production services to support OHE priorities and stakeholder engagement efforts. Creative work shall be audience-centered, accessible and aligned with program goals and approved communications strategy.

Services may include, but are not limited to:

1. Creative strategy, concept development and message development.

1. Copywriting, graphic design and visual communications.

1. Video, photography, audio and digital content production, in formats and durations appropriate to each channel, including broadcast-length spots and short-form digital and social video.

1. Website, landing page and social content development, including display and rich media advertising, email marketing and search engine optimization support.

1. Educational resources, toolkits and stakeholder communication materials, including e-learning and asynchronous training content developed in platforms such as Articulate or equivalent.

1. Reports, presentations and event materials.

1. Branding, design refinement and production support for OHE-developed documents, reports, presentations and materials, including application of OHE and State brand standards.

1. Development of brand guidelines, templates and design systems for use by OHE staff.

1. Translation and accessibility review.

1. Development and refresh of campaign assets.

1. Production of out-of-home, print and collateral materials, including billboards, posters, banners and flyers.

1. Arranging production of merchandise and promotional items to support message goals, when requested by the State. OHE may procure promotional items under this Contract or through other State purchasing channels, at its discretion.

The Contractor must:

1. Present, as directed by the State, three creative concepts for new campaign or advertising work for the State’s review. The State will select one concept for further development; the selected concept will be taken to final art or script and storyboard, with final approval from the applicable Program Manager prior to completion of work.

2. Acquire all rights to materials, creative concepts and production necessary for the State’s intended use, including non-rights-managed visual materials, and ensure full buy-out and unrestricted use of talent in all Michigan media for a minimum of 4 years if requested by the State. The Contractor is responsible for all negotiation of talent rights.

3. Direct and coordinate all video and audio production and review unless otherwise directed by the State. Filming and recording must take place within the State of Michigan unless prior approval is granted by the applicable Program Manager or designee. Production responsibilities include location scouting, casting, shooting, editing, recording, music, special effects and post-production. Rough cuts and finished work must be delivered to the State for final approval, and budgets, casting, music and special effects must be reviewed with the State prior to production and media placement.

4. Produce, duplicate and distribute media materials on an as-needed basis in formats meeting the technical specifications of the receiving outlet or platform.

5. If the Contractor utilizes Artificial Intelligence (AI) in the creation or development of any deliverables, the Contractor guarantees that the final work product will be entirely produced, reviewed, and approved by their personnel.

All deliverables and materials created under this Contract are the property of the State. The Contractor may not use or share these materials for any purpose other than performing work under this Contract without the State’s written permission.

List all exception(s):

Bidder must describe its creative and production capabilities across the service areas above, its approach to accessible and audience-centered design, and its experience developing educational and stakeholder-facing materials in addition to campaign advertising. Bidder must provide samples through the Vendor Questions Worksheet experience entries rather than as separate attachments to this section:

E. Stakeholder Communications, Engagement and Alignment The Contractor shall provide stakeholder communications, engagement and facilitation services to support alignment across Michigan’s higher education ecosystem. This work supports OHE’s role as convener: engagement activities under this Contract are conducted in OHE’s name and under OHE’s direction, and are intended to strengthen collaboration, build trust and support shared understanding among partners with varied roles and interests.

Services may include, but are not limited to:

1. Stakeholder engagement planning, stakeholder mapping and analysis.

1. Development of partner communication and outreach strategies.

1. Facilitation services, including agenda design, session facilitation, and synthesis of findings, for convenings, workgroups, listening sessions and collaborative planning activities.

1. Event planning and logistics support for conferences, convenings and State-organized events, including facilitation of State-organized events upon request.

1. Engagement with counselors, educators, institutions, employers, workforce organizations and community partners.

1. Development of stakeholder resources, presentations and toolkits.

1. Support for coalition building and cross-sector collaboration.

Deliverables may include stakeholder engagement plans, stakeholder mapping and analysis, session agendas and facilitation materials, and written syntheses or findings summaries following listening sessions, convenings and workgroup meetings.

Travel, lodging and meal expenses will not be paid or reimbursed by the State, consistent with Schedule B, Pricing.

List all exception(s):

Bidder must describe its approach to stakeholder engagement and facilitation within complex, decentralized systems. Bidder must provide one example from the past five years of facilitating alignment or collaboration among organizations with varied roles and interests (such as educational institutions, employers, workforce organizations, government agencies or community organizations), including the Bidder’s specific role, the tensions or barriers involved, and what changed as a result. Bidder must also identify the personnel who would lead stakeholder engagement and facilitation work under this Contract and summarize their relevant experience; personnel identified here must align with the Staffing section of this proposal:

F. Public Relations and External Communications The Contractor shall provide public relations and external communications services to support OHE priorities and public visibility. Services will include proactive storytelling and media outreach, as well as responsive communications support when issues or emerging developments arise. The Contractor is expected to identify and recommend earned media opportunities to the State on an ongoing basis.

All press materials, pitches and public statements developed under this Contract must be approved by the State prior to distribution. The Contractor does not serve as a spokesperson for OHE or MiLEAP unless expressly designated by the State.

Services may include, but are not limited to:

1. Public relations strategy and media outreach, including developing and maintaining relationships with statewide, regional, local, community and multilingual media to support reach that reflects OHE’s priority audiences.

1. Press releases, media materials and announcement support.

1. Storytelling, thought leadership and feature development.

1. Event, press conference and media interview support.

1. Articles, op-eds and external communications content.

1. Crisis and issue communications support, provided at the direction of and in coordination with MiLEAP communications staff. The Contractor supports but does not initiate or lead crisis response.

1. Amplification opportunities tied to community engagement and emerging priorities.

List all exception(s):

Bidder must describe its approach to earned media and how it integrates earned media with paid campaigns. Bidder must provide one example from the past five years of an earned media effort it led, including the objective, what the Bidder did, and the outcomes achieved (such as placements secured, audiences reached, or changes in coverage or narrative, rather than activity counts). Bidder must also describe its experience with Michigan media, including regional, community and multilingual outlets:

G. Analytics, Performance Measurement and Continuous Improvement The Contractor shall provide performance measurement, reporting and evaluation services to support data-informed decision making throughout the contract term. Performance insights will be used to assess results, inform recommendations and improve communications and engagement effectiveness over time.

Campaign and project performance will be measured against campaign-specific key performance indicators agreed with the State in the approved plan for each effort (for example, cost per completed application, cost per qualified inquiry, reach among priority audiences, or engagement outcomes appropriate to the work), with industry or historical benchmarks where available.

Services may include, but are not limited to:

1. Dashboards, reporting tools and performance summaries.

1. Campaign, audience and channel performance analysis.

1. Development and tracking of key performance indicators.

1. Testing, optimization and evaluation strategies.

1. In-market monitoring and actionable optimization of active campaigns.

1. Post-campaign analysis and recommendations.

1. Development of annual report and other key informational documents.

1. Presentation of findings and insights to OHE leadership and stakeholders.

1. Recommendations to support continuous improvement.

At the conclusion of each campaign or project, the Contractor must provide results to the State in a mutually agreed format, including performance against the agreed key performance indicators and an actionable analysis with recommendations for current and future work.

List all exception(s):

Bidder must describe its approach to measuring communications performance where the outcomes of interest are behaviors (such as applications, enrollments or completions) rather than sales, including how it selects indicators, sets benchmarks and reports results. Bidder must provide one example from the past five years in which measurement findings changed a campaign in flight or reshaped a subsequent strategy:

H. Portfolio Management and Strategic Support The Contractor shall provide flexible and scalable support to address evolving priorities, emerging opportunities and changes across OHE programs and initiatives throughout the contract period. The Contractor shall serve as a strategic partner, providing both implementation support and proactive counsel as needs evolve.

Areas of support may include, but are not limited to: Michigan Achievement Scholarship; Michigan Achievement Skills Scholarship; Michigan Reconnect; other MI Student Aid programs; FAFSA completion initiatives; postsecondary planning efforts; adult learner engagement initiatives; student success and persistence efforts; workforce alignment initiatives; Community College Guarantee; and emerging legislative priorities, special initiatives and future programs. Programs and priorities may be added, modified or discontinued throughout the contract period.

The Contractor must be able to:

1.…