RFP 260000000882 - Schedule F - Instructions for Oral Presentations.docx
DOCX document 52 KB Posted
- Solicitation number
- RFP 171 260000000882 2
- Issued by
- Grand Traverse County, Michigan
About this file
This document contains instructions for oral presentations for Request for Proposal No. 260000000882, issued by the Michigan State Lottery (MSL) for advertising services. The RFP requires bidders to develop a comprehensive advertising campaign strategy for the launch of a new Fast Cash instant-win lottery game at a $50 price point. The proposed game would feature its own stand-alone progressive jackpot starting at $100,000, funded solely by its own sales and separate from the existing Fast Cash games at $2, $5, $10, $20, and $30 price points. Bidders must submit a plan for a multi-media campaign with a primary objective of raising awareness and purchase consideration of the new Fast Cash game, utilizing a total project budget of $5,000,000 over a one-year implementation period from product introduction.
The case study submission must include three primary components: campaign strategy (addressing objectives, target audience, promotional tools, budgeting, and measurables), creative development (including strategy, game name, logo, theme, messaging, and production budgeting), and a comprehensive media plan (covering media types and vehicles, scheduling and flighting, planning and buying tools, audience delivery goals, value-added opportunities, and media budgeting). The budget allocation must not exceed $5,000,000 for the entire one-year campaign period, and bidders must demonstrate how they will allocate resources across various advertising media channels including television, radio, point-of-sale, out-of-home, print, digital, and venue or event sponsorship opportunities. The document references historical precedent whereby past new game launches have been supported across multiple media channels at various budget levels.
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Other files
| File | Type | Posted |
|---|---|---|
| RFP 260000000882 - Vendor Questions Worksheet.docx | DOCX document | |
| RFP 260000000882 - Schedule B - Pricing.docx | DOCX document | |
| RFP 260000000882 - Schedule C - Insurance Requirements.docx | DOCX document | |
| RFP 260000000882 - Schedule E - Data Security Requirements for Hybrid Purchases.docx | DOCX document | |
| RFP 260000000882 - Proposal Instructions.docx | DOCX document | |
| RFP 260000000882 - Schedule A - Statement of Work.docx | DOCX document | |
| RFP 260000000882 - Confidential Treatment Form.docx | DOCX document | |
| RFP 260000000882 - Hybrid Contract Terms.docx | DOCX document | |
| RFP 260000000882 - Attachment 1 - Experience.docx | DOCX document |
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Michigan.gov/MiProcurement
SCHEDULE F – INSTRUCTIONS FOR ORAL PRESENTATIONS
Request for Proposal No. 260000000882 Michigan State Lottery (MSL) Advertising Services Lottery Product Launch Case Study Fast Cash games are a series of instant-win tickets that are generated on demand by retailers from the lottery terminal and are offered in a variety of themes and price points. Ten percent of all Fast Cash sales fund a single progressive jackpot that starts at $10,000 and grows on a pari-mutuel basis until a random ticket wins all, or a share, of the jackpot. The share of the jackpot a winning ticket receives depends on the price: $10 tickets receive 100%, $5 tickets receive 50%, and $2 tickets receive 20%. Tickets priced higher than $10 receive 100% plus a fixed prize amount: $20 tickets get an additional $250,000 and $30 tickets get an additional $1,000,000. Additional details about Fast Cash games can be found HERE.
The lottery is considering the launch of an entirely new Fast Cash game at a $50 price point which would have its own stand-alone progressive jackpot that would start at $100,000 and would be funded solely by its own sales.
Jackpot funds from the new $50 game would not be combined with jackpot funds from the current Fast Cash games at the $2, $5, $10, $20 and $30 price points. Therefore, once the new game is launched, the Fast Cash series would have two jackpot amounts to promote: 1) a shared progressive jackpot for $2 - $30 Fast Cash games that starts at $10,000, and 2) a stand-alone progressive jackpot for the new $50 Fast Cash game with a starting jackpot of $100,000.
New game launches in the past have been supported at various budget levels in almost all advertising media, including TV, radio, point-of-sale, out-of-home, print, digital, and venue/event sponsorship opportunities. For this case study, bidders must provide a plan to roll out no more than one multi-media campaign with the primary objective of raising awareness and purchase consideration of the new Fast Cash game using a total project budget of $5,000,000 for a time period spanning one year from introduction. The plan should include the following information:
| 1. | Campaign Strategy (for no more than one campaign) |
| A. | Campaign objectives |
| B. | Target audience |
| C. | Promotional tools |
| D. | Campaign budgeting |
| E. | Measurables and evaluation |
| 2. | Creative Development (for no more than one campaign) |
| A. | Creative strategy |
| B. | Game name, logo, theme, and messaging |
| C. | Creative execution |
| D. | Creative/Production budgeting |
| 3. | Media Plan (for no more than one campaign) |
| A. | Media types and vehicles |
| B. | Scheduling and flighting |
| C. | Planning/buying tools |
| D. | Audience delivery goals |
| E. | Value-added opportunities |
| F. | Media budgeting |
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