RFP 260000000882 - State Answers to Bidder Questions.xlsx
XLSX spreadsheet 33 KB Posted
- Solicitation number
- RFP 171 260000000882 3
- Issued by
- Grand Traverse County, Lansing City, Michigan
About this file
This document is a State Answers to Bidder Questions file for RFP 260000000882, issued by the Michigan State Lottery for comprehensive advertising services. The RFP seeks a single contractor to provide creative development, media planning and buying, production services, and strategic marketing support for lottery products and promotions. The State intends to award one contract covering all services outlined in the Scope of Work, with an implementation and transition period running from October 3, 2026 through December 31, 2026, and full service commencement on January 1, 2027. The contract will be multi-year with specific deliverable volumes including video production, digital variations, point-of-sale materials, and out-of-home advertising executions. In fiscal year 2025, the Lottery executed 7 broadcast spots, 20 digital variations, 18 point-of-sale kits, and 14 out-of-home executions, with support provided to approximately 30 campaigns utilizing paid media across multiple channels including social, display, search, streaming audio, connected television, and online video.
Bidders must account for all costs—including strategy, research, account management, project management, creative services, and reporting—within commission rates for media planning and placement services and external production services, with no separate retainer or agency fees accepted. The FY25 budget allocation included approximately $1.6 million devoted exclusively to iLottery product promotion and an additional $2 million in an "Always On" campaign, with pass-through billing for sponsorships totaling approximately $1.4 million. A current contractor exists for these services; the State remains neutral on whether to maintain existing arrangements or implement changes. Key Personnel must meet minimum full-time equivalent percentage requirements and experience levels, though staff need not be located in Michigan. Background investigations for key personnel typically require 5-10 business days and occur after award notification. All pixels, tags, audiences, and platform accounts must be owned by and transferable to the Lottery upon contract termination. The contractor is free to propose preferred platforms for secure asset management and digital ad serving solutions, and may suggest alternative media budget allocations with supporting rationale.
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Other files
| File | Type | Posted |
|---|---|---|
| RFP 260000000882 - Confidential Treatment Form.docx | DOCX document | |
| RFP 260000000882 - Schedule E - Data Security Requirements for Hybrid Purchases.docx | DOCX document | |
| RFP 260000000882 - Vendor Questions Worksheet.docx | DOCX document | |
| RFP 260000000882 - Schedule B - Pricing.docx | DOCX document | |
| RFP 260000000882 - Schedule A - Statement of Work.docx | DOCX document | |
| RFP 260000000882 - Proposal Instructions - Amendment 1.docx | DOCX document | |
| RFP 260000000882 - Hybrid Contract Terms.docx | DOCX document | |
| RFP 260000000882 - Schedule A - Statement of Work - Amendment 1.docx | DOCX document | |
| RFP 260000000882 - Schedule F - Instructions for Oral Presentations.docx | DOCX document | |
| RFP 260000000882 - Proposal Instructions.docx | DOCX document | |
| RFP 260000000882 - Schedule C - Insurance Requirements.docx | DOCX document | |
| RFP 260000000882 - Attachment 1 - Experience.docx | DOCX document |
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Sheet1
| Q # | Document and Section | Page # | Bidder Question | State Answer |
| 1 | Scope | N/A | Please confirm that responses from agencies outside Michigan that can staff a dedicated team focused on Michigan are fully eligible for this RFP. | Any vendor is able to submit a proposal for this RFP. |
| 2 | Scope | N/A | Will the Lottery award one contract for all advertising services in Schedule A, or is it possible that there will be multiple contracts or that the contracts will be split by function (e.g., creative vs. media)? | The intention is to award one single contract for all services outlined in this RFP. |
| 3 | Scope | N/A | Are there any agencies already providing these services? If so, does the State want to keep things as is, undergo a complete overhaul, or remain neutral on this point? | There is a current contractor for these services.The other information is not necessary to submit a bid. |
| 4 | Schedule A, 1.1.H. Optional Use Professional Services | 7 | For "Optional Use Professional Services," will the State accept specialized partners or subcontractors (like PR/reputation management firms or multicultural agencies) that aren't listed in the proposal yet, or do all possible partners have to be named in the proposal? | If the Bidder is intending on using subcontractors that have not yet been identified, they can disclose that in the response box. |
| 5 | General | N/A | What will the Contractor and the Lottery's internal marketing team be responsible for, especially when it comes to leading strategy, approving creative work, and making media decisions? | The requirements are outlined in Schedule A, Statement of Work. |
| 6 | General | N/A | Does the Lottery use any specific martech stack right now, like ad servers, DMP/CDP, analytics platforms, or social listening tools, that the Contractor will have to work with or manage? | No. |
| 7 | General | N/A | Is the Contractor free to suggest its preferred platforms for the required secure asset management and digital ad serving solutions, or do they have to use State-approved tools? | Yes, the Contractor will be free to suggest its preferred platforms for these functions. |
| 8 | Schedule A, Scope | 2 | The Statement of Work gives a detailed breakdown of the FY25 budget by type of media. Are these allocations a good representation of the expected mix over the first term of the contract, or does the Contractor have to suggest significantly different mixes if they can show that they are needed by strategy and performance? | These allocations are a good representation of the expected mix. Contractors may suggest different mixes with accompanying rationale. |
| 9 | General | N/A | What other ways will the State measure success for big campaign types like jackpot awareness, iLottery acquisition, and sports sponsorships besides sales? Are there certain KPIs and benchmarks that the State prefers, like brand lift, incremental revenue, CPA, ROAS, etc.? | Success is measured on a campaign-by-campaign basis and those KPIs may change depending on project goals. Prior KPIs beyond Sales have included Acquisitions, First Time Deposits, and Account Registrations. |
| 10 | Schedule A, 1.1.C. Creative | 5 | The SOW says that each campaign must have at least three creative options. In what situations, if any, would the Lottery think about fewer ideas, especially for projects that need to be done quickly or on a tight budget? | The number of creative concepts potentially could vary depending on the specific project, with final determination at the Lottery team’s discretion based on timeline, budget, and campaign objectives. |
| 11 | General | N/A | How does the Lottery keep track of how people feel about it, its reputation risk, and responsible gaming? What role do you see for the Contractor in managing reputation and responding to problems and crises? | Attitudes and sentiment are tracked through 1) the Lottery's semi-annual tracking study, 2) Lottery call center activity, and 3) social media posts. The Lottery will assess each event as it occurs to determine the appropriate level of Contractor involvement. |
| 12 | General | N/A | From a responsible gaming or political perspective, are there certain topics, audiences, or channels that are especially sensitive and need extra review steps or different messaging standards? | Yes, certain topics, audiences, and channels may require additional review and adherence to established messaging standards. The Lottery will communicate any applicable requirements as needed. |
| 13 | General | N/A | What should the Contractor do if an ad or sponsorship activation causes public outrage or bad press? For example, should they plan for different scenarios, write statements, or create social response playbooks? How should these scenarios be shown in the proposal? | Participation in crisis management is situational. The Lottery will assess each event as it occurs to determine the appropriate level of Contractor involvement. Lottery's Public Relations staff would typically take lead in these situations. |
| 14 | General | N/A | Will the Contractor be able to see player-level or retailer-level data? If so, in what form (aggregated/segmented vs. identifiable) and through what systems? | Player-level and retailer data can be provided as needed via secure systems and processes. |
| 15 | General | N/A | Does the Lottery have a preferred way or template for giving Accessibility Conformance Reports (like a specific VPAT format) when it comes to following State IT rules (like SAML/OpenID/OAuth, acceptable use, browser standards, and digital accessibility)? | No, the Contractor will not be required to submit reports related to these requirements. |
| 16 | Schedule A, 1.7. Required Functionality Relating to Data Retention, Disposal, and Retrieval | 11 | For the Contractor's systems to meet the State's requirements for keeping and deleting data, will they need to support self-service tools for State staff, or will these be handled through Contractor-managed processes and SLAs? | The Contractor will be responsible for meeting these requirements through their own managed processes. |
| 17 | Schedule A, 4.6. Key Personnel | 13 | The SOW sets minimum FTE percentages and experience levels for several important roles, such as Account Director, Creative Director, Media Director, and others. If the total experience and availability are the same or better, is the State open to different staffing arrangements, like having more senior staff at a slightly lower FTE allocation plus specialized planners? | No. |
| 18 | Schedule A, 4.6. Key Personnel | 13 | Do all Key Personnel have to be in Michigan, or is a hybrid model okay (for example, core account leadership on-site or near-site with some specialty roles working from home)? | No, all Key Personnel do not need to be located in Michigan. |
| 19 | Schedule A, 4.6. Key Personnel | 16 | Will the state consider negotiated caps or phased credit structures for smaller roles, given the large financial penalties for removing key personnel without permission, if strong succession planning is in place? | No. |
| 20 | General | N/A | Can you clarify whether an agency’s existing work with another state lottery in a contiguous state would be considered a conflict of interest under this RFP, particularly if that lottery has already confirmed it does not view Michigan as a conflict. | This is not a conflict. |
| 21 | Schedule A, 4.9. Security | 18-21 | Section 4.9 contains an extensive security program framework that includes requirements such as physical facility access controls, disaster recovery and contingency plans for "development and manufacturing processes," submission of employees' Social Security numbers, fingerprint cards, driver's license numbers, and criminal history to the Lottery's Security Director, as well as an Operations Security Plan subject to annual Lottery approval. These requirements appear to apply more for vendors who operate physical lottery systems, infrastructure, and/or instant game ticket printing and manufacturing. As an advertising agency, we have no access to lottery gaming systems, no physical lottery facilities, and no role in the development or manufacturing of lottery products. Can the Lottery confirm whether Section 4.9 in its entirety, or specific components thereof, are intended to apply to advertising services contractors? If so, can the Lottery clarify which specific elements of Section 4.9 are expected to be addressed by an advertising agency bidder, and provide guidance on how a marketing/advertising firm should respond to requirements (such as the Operations Security Plan and manufacturing disaster recovery plan) that are not applicable to the scope of advertising services described in this RFP? | This section has been amended. The updated language can be found in Schedule A - Statement of Work - Amendment 1. |
| 22 | Schedule F - Instructions For Oral Presentations | 1 | Do you foresee a future scenario where multiple $50 Fast Cash games are available in the market at the same time? If so, would each game have its own Progressive Jackpot, or would all $50 games feed into one shared Progressive Jackpot? | This information is not necessary to submit a bid. |
| 23 | General | N/A | Does the Lottery anticipate a single prime contractor award, or is a multi‑award (split by discipline such as media/creative) being considered? | See answer to question 2. |
| 24 | General | N/A | If an incumbent exists, what transition period is anticipated for onboarding, asset transfer, platform access, and historical data handoff? | October 3, 2026 through December 31, 2026 is the implementation and transition period. The Contractor must begin providing all services without interruption on January 1, 2027. |
| 25 | General | N/A | What percentage of the total evaluation score is allocated to written proposal, oral presentation, pricing, past performance/references? | See Section 6. Evaluation Process in the Proposal Instructions document. |
| 26 | Schedule F - Instructions for Oral Presentations | N/A | Is the case study presented in Schedule F scored independently, or does it supplement written responses in specific scored sections? If so, which sections? | See Section 6. Evaluation Process in the Proposal Instructions document. |
| 27 | Schedule F - Instructions for Oral Presentations | N/A | Can the Lottery confirm total allotted presentation time, Q&A duration, whether hard copies or digital submission of decks are required? | See Section 6. Evaluation Process in the Proposal Instructions document. |
| 28 | Schedule F - Instructions for Oral Presentations | N/A | Are there restrictions on which Key Personnel must participate in the oral presentation? | No. |
| 29 | Schedule F - Instructions for Oral Presentations | N/A | Should bidders assume this $50 Fast Cash game is a purely hypothetical exercise, or representative of real world expectations should the bidder be awarded the contract? | The lottery is considering the launch of a Fast Cash game at a $50 price point. |
| 30 | Schedule F - Instructions for Oral Presentations | N/A | Are there known retailer limitations (terminal placement, signage size, POS space, training constraints) that should be considered in the campaign? | No. |
| 31 | Schedule F - Instructions for Oral Presentations | N/A | Are there specific responsible gaming guardrails or required disclosures unique to a $50 price point that bidders should reflect in messaging? | No. |
| 32 | Schedule F - Instructions for Oral Presentations | N/A | Is the Lottery seeking differentiation between the shared $2–$30 jackpot and the $50 standalone jackpot, or should the campaign focus solely on the new game? | Bidders must determine their own approach to campaign focus and positioning, including whether or not to differentiate between jackpot structures. |
| 33 | Schedule F - Instructions for Oral Presentations | N/A | For the case study, what KPIs are most important for evaluation (e.g., awareness lift, incremental revenue, frequency increase, player acquisition)? | Bidders must determine their own approach to selecting and prioritizing KPIs in their proposal. |
| 34 | General | N/A | How does the Lottery prefer bidders attribute and report value added media? Should it be treated as incremental impressions or discounted cost? | Bidders must determine their own approach to attributing and reporting value-added media. |
| 35 | General | N/A | Are all media rebates, incentives, and agency volume bonuses required to be passed through to the Lottery? If so, how should they be reported? | Yes. Reporting will be at the discretion of the Contractor. |
| 36 | Schedule A, Section B. Media | 4 | Can the Lottery clarify the scope and frequency of third‑party media audits and how findings are typically resolved? | Audits will be conducted periodically to verify that quality, timing, position, and distribution are consistent with the approved plans, guidelines, and industry standards. If the auditing service finds these conditions are not met, it is the Contractor’s responsibility to rectify the situation. |
| 37 | Schedule A, Section 5.4. Reporting | 24 | Which media buying platforms must bidders provide access to (e.g., DV360, Meta, Google Ads, broadcast stewardship tools)? | Bidders must provide access to all media buying platforms used for Lottery media purchases. |
| 38 | General | N/A | Can the Lottery confirm that all pixels, tags, audiences, and platform accounts are owned by the Lottery and must be transferable upon contract termination? | Yes. |
| 39 | General | N/A | Are there standard internal review timelines the Lottery can share (e.g., creative review turnaround expectations)? | This can vary by project. |
| 40 | Schedule F | N/A | In the Statement of Work document, the creative section outlines the expectation that three creative concepts per project should be presented. Does this apply to Schedule F? Do we need three different creative concepts for the presentation? Does creative for presentation also need to be submitted when full response is submitted. | For Schedule F, 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. No, this does not need to be submitted with your proposal. See Section 6. Evaluation Process of the Proposal Instructions for more details on the Oral Presentations. |
| 41 | General | N/A | Can the Lottery provide an estimated annual volume of broadcast spots, digital variations, POS kits, and OOH executions to inform staffing and production assumptions? | This varies based on product releases and promotional launches. In FY25, Lottery executed 7 new broadcast spots, 20 digital variations, 18 POS kits, and 14 OOH executions. |
| 42 | General | N/A | How should bidders balance brand‑level creative with product‑specific creative across the year? | This varies based on product releases and promotional launches. The majority of Lottery campaigns are product specific. |
| 43 | Schedule A, Section 4.6. Key Personnel | 13 | Are the stated percentage commitments minimums, or expectations that may fluctuate seasonally with Lottery approval? | These percentages are minimum requirements. |
| 44 | Schedule A, Section 5.4. Reporting | 23 | Does the Lottery have existing reporting templates or dashboards that bidders are expected to adopt or integrate with? | It is the responsibility of the Contractor to assemble the reports based on the requirements outlined in the RFP. |
| 45 | General | N/A | Does the Lottery have a preferred attribution methodology (e.g., last touch, A/B, test/control)? | Lottery primarily uses last touch attribution in digital media. |
| 46 | General | N/A | What level of retailer level or geography level sales data will be made available to support optimization and reporting? | Lottery can provide granular retailer sales data on an as needed basis. |
| 47 | Schedule A, Section 4.9. Security | 19 | Can the Lottery confirm typical turnaround times for required background investigations to support onboarding schedules? | 5 to 10 business days is typical. |
| 48 | Schedule A, Section 4.9. Security | 19 | Background checks: This is part of pre employment screening. Is there a frequency that this is expected or is time of hire sufficient? | Time of hire is usually sufficient. |
| 49 | Schedule A, Section 4.9. Security | 19 | Do background checks need to happen before or after notification of the award? | After notification of the award. |
| 50 | Schedule A, Section 1.3. Specific Standards | 7 | What is the anticipated timeline for executing NDAs to access non‑public IT policies and standards? | It should take no longer than a week. |
| 51 | General | N/A | How does the Lottery typically handle urgent initiatives (e.g., jackpot spikes) that fall outside an approved project plan? | This varies depending on the project. Lottery will work with the Contractor to reexamine parameters of the original project plan. |
| 52 | General | N/A | If funding levels change mid‑year, how does the Lottery prioritize scaling existing commitments vs. pausing initiatives? | This would depend on the projects that are active at the time. |
| 53 | General | N/A | Is it required for the Contractor to have an office space in Michigan? | No. |
| 54 | Schedule A, Section 5.3. Meetings | 23 | How often does the Lottery typically deem in-person meetings necessary? | In-person meetings are scheduled at the Lottery's discretion based on project requirements. |
| 55 | General | N/A | What is the cause of this RFP Process? | The current contracts are expiring and the State is rebidding the services. |
| 56 | General | N/A | How satisfied is the Lottery with the relationship and performance of the incumbent? | This information is not necessary to submit a bid. |
| 57 | General | N/A | What social media services are required on behalf of the scope or contract management? Please define any and all required organic social services and paid social services. | The Contractor's responsiblility will be limited to paid social and include strategy, content creation, media planning, media placement, and post campaign analysis. |
| 58 | General | N/A | If Organic and/or Paid Social Media services are required, how can a Bidder represent costs within this response for staff, services, and production for social media? | Pricing must be represented in Schedule B - Pricing. |
| 59 | Schedule A, Section 4.6. Key Personnel | 14 | What is the scope of work and required deliverables for the required Print Production Supervisor in Key Personnel? | The Print Production Supervior is primarily responsible for bid procurement, vendor selection, and vendor supervision in the production of Lottery collateral materials and premium items. |
| 60 | Schedule A, Section 2.2 Packaging and Palletizing | 11 | Can the Lottery provide further definition of what this service entails, and how many deliverables there are? | Materials delivered to Lottery offices are required to be packaged according to a range of predetermined specificaitons. Those will be provided to Contractor at the time of engagement. The number of deliverables will vary each year. |
| 61 | Schedule A, Section D. Production | 5 | In the creative section of the statement of work, it reads, “Responsible for arranging the packing and shipping of printed materials to individual Lottery retailers or Lottery warehouses as required.” Can the Lottery please expand on what is meant by “as required?” | "As required" refers to shipments triggered by specific campaign needs (e.g., new game launches or promotions). |
| 62 | Schedule A, Section D. Production | 5 | Can the Lottery provide a report of the types of materials, assets, and standard quantities that are in need of Contractor print production supervision? | This varies year to year depending on the marketing needs of the Lottery. In FY25, Lottery executed 18 POS kit projects, each kit containing up to 6 different pieces of signage with quantities of approximately 7,800 per piece. The Print Production Supervisor would also be responsible for procurring numerous other collataral projects including premium items, banners, sell sheets, and merchandising materials. |
| 63 | Schedule A, Section 5.2.D. Project Plan | 22 | What are the deliverables expected within 7 days of the Kick-Off Meeting? | A final project plan inclusive of the requirements in this section. |
| 64 | Scheudle A, Section A. Marketing Strategy | 3 | Does the Lottery have an anticipated deadline for the first full, annual marketing plan, inclusive of media and creative plans following the start of the contract term? | Marketing plans are typically finalized prior to the start of each fiscal year in August/September timeframe. |
| 65 | Schedule A, Section 5.2.D.2. Project Plan | 22 | “A chart/table showing the breakdown of requirements in Section 1. General Requirements and 5. Project Management including tasks, sub-tasks, proposed timeline and the resources/staff assigned, within the estimated budgets (yearly estimate indicated under Background Section) throughout the term of the Contract.” Should the project plan due within 7 days after Kick-Off be considered a high level, macro timeline for annual planning and budget allocation? Or can the Lottery expand on the definition of deliverables, specifically in regard to the full contract term? | It's considered a high level, macro timeline for annual planning and budget allocation. |
| 66 | General | N/A | For analysis purposes, will the Lottery provide the Contractor with access to their Customer Data Platform? | The Lottery will provide data access on an as-needed basis. |
| 67 | Schedule B, 6. Deliverables Pricing | 2 | Is the Michigan Lottery open to variable pricing for Audio & Video-based deliverables, instead of fixed rate pricing per deliverable? In other words, the inclusions and nature of the concept would determine pricing (ex: location fees, cast and crew costs, props, etc.) If so, could historical ranges of price of similar deliverables be provided in Schedule B, section 6? | No. |
| 68 | Schedule B, 6. Deliverables Pricing | 2 | Should a Bidder reply to the itemized “In-House Production Deliverables” as if each deliverable were to be billed out-of-scope and/or hourly? If so, does this mean that all other services such as concepting, campaign development, account management and project management are compensated for within a separate retainer? | All costs associated with the production of each deliverable should be included in that price. Separate retainer fees will not be accepted. |
| 69 | Schedule - B, Pass through billing | 1 | Is the Lottery open to pricing this service as a retainer, or hourly rather than a commission? This service is typically a staffed and retained managed service rather than a commission. | No. |
| 70 | Schedule - B, Pass through billing | 1 | In order to offer competitive pricing to the Lottery, can the Lottery please provide the average annual amount of pass through billing through the Contractor? | This may vary year to year. In FY25, the majority of pass through billing covered Lottery sponsorship costs totalling approximately $1.4 million. |
| 71 | Attachment 1 - Experience | N/A | Attachment 1 - Experience: Is it acceptable to respond to attachment 1 in slide or layout format, or is it required to respond within the provided Attachment 1 word document? | Bidders must respond to the questions within the attachment. |
| 72 | Attachment 1 - Experience | N/A | Attachment 1 - Experience. Can the Lottery access google drive links (for large files and references within Attachment 1, sections A - G? | No, it is strongly recommended that bidders use Microsoft OneDrive to share files. |
| 73 | Schedule F | NA | What is the Lottery’s anticipated timeline for oral presentations? | This information is not yet available. Oral presentations will take place after the State has completed evaluation of technical proposals. |
| 74 | Proposal Instructions | N/A | What are the stages of evaluation and procurement following proposal submission? Can the Lottery provide itemized stages and anticipated timelines for this? | This information is not necessary to submit a bid. |
| 75 | Schedule A, Section 4.8. Disclosure of Subcontractors | 17 | Can the Lottery provide a list of Geographically Disadvantaged Business Enterprise Sub-Contractors that have been used in service of the Contract in the past two Fiscal Years? | This information is not necessary to submit a bid. |
| 76 | Schedule B | N/A | Where within this response should a Bidder represent Bidder costs for strategy, research, account management, project management, creative services, reporting and all other scope requirements from the statement of work? (Schedule B only requests prices for external production, media planning and placement, pass through billing, and itemized deliverable costs.) | Bidder's are responsible for taking these costs into account when determining their commission rate. |
| 77 | Schedule B | 1 | For the purposes of this price evaluation, how does the Lottery define “External Production Services.” | Any production that the Contractor subcontracts to outside vendors. |
| 78 | Schedule B | 1 | Our company has internal production services that would support the contract. How can internal vs external production services be represented within this pricing response? | Lottery preference is to use external production services for all projects not listed on the In-House Production Deliverables table. |
| 79 | Schedule A, Scope | 2 | In the FY25 budget, over $1.7M was the TV Production budget. What amount of the $1.7M was considered external production services? | This may vary from project to project. In FY25, a rough estimate indicates that 97-98% of total TV production expenses were for external services. |
| 80 | Schedule B | N/A | Please itemize the quantity of deliverables from the past Fiscal Year. Please itemize deliverable volume for each deliverable category listed in Schedule B - Pricing, section 6. | This information is not necessary to submit a bid. |
| 81 | General | N/A | How many campaigns received paid media support in FY25 for the Lottery? | This may vary year to year. In FY25, the Lottery supported 30 campaigns with paid media. |
| 82 | General | N/A | Can you provide a list of all campaigns that received paid media support in FY25 for the Lottery and what the budget breakdown was for each? Please list and itemize those campaigns and details. Please list and itemize those campaigns. | This information is not necessary to submit a bid. |
| 83 | General | N/A | How does the Lottery currently promote iLottery products? | Channels currently used include paid media, CRM, and website. |
| 84 | General | N/A | How much paid media budget is allocated to promoting iLottery products in FY25? And how does the Lottery anticipate that will change for next Fiscal Year? | This may vary year to year. Paid media campaigns devoted exclusively to iLottery products totalled approximately $1.6 million in FY25. A portion of the Lottery's $2 million Always On campaign is also devoted to promoting iLottery products. |
| 85 | General | N/A | What are the KPIs for iLottery campaigns in paid media? | KPI's vary by campaign. In the past, they have included Sales, Acquisitions, First Time Deposits, and Account Registrations. |
| 86 | General | N/A | What channels are used to promote iLottery games? | Channels vary by campaign. In the past, they have included social, display, rich media, OLV, CTV, search, streaming audio. |
| 87 | General | N/A | What are the Lottery primary Organic Social Media channels and Paid Social Media channels? | Channels vary by campaign. In the past, they have included Meta, Instagram, Snapchat. |
| 88 | General | N/A | Is unique content required by social media channel(s) for both paid and/or organic social media services? | Contractor will be limited to providing content for paid social media services only. |
| 89 | General | N/A | How are paid media campaigns currently measured for performance? | KPI's vary by campaign. In the past, they have included Sales, Acquisitions, First Time Deposits, and Account Registrations. |
| 90 | General | N/A | What kind of measurement tools is the Lottery or Contractor currently using to evaluate performance (ex: IPSOS, MMM, or Front end metrics)? | The Lottery does not use external measurement tools. The Contractor is free to choose their preferred measurement tool(s) as necessary. |
| 91 | General | N/A | Can the Lottery provide performance benchmarks for the campaigns from the past fiscal year? | This information is not necessary to submit a bid. |
| 92 | General | N/A | What media buying platforms does the Lottery currently use and have access to? | The Lottery does not manage or operate media buying platforms. Those services are the responsibility of the Contractor. |
| 93 | General | N/A | Is the Lottery looking for strategic communications planning, including target audience analysis, market analysis, etc. on an annual basis? And if so, would that be compensated for on behalf of the Media Planning/Buying Services commission? (current SOW includes Tactical plans, itemized buy recaps and post-buys) | Yes. Costs associated with those services should be calculated into bidders' commission rates for Media Planning/Placement Services and External Production Services. |
| 94 | General | N/A | Is media commission separate from an agency fee or retainer? | Agency fees and retainer fees will not be accepted. All agency compensation will be covered by the commission rates Bidders propose for Media Planning/Placement Services and External Production Services, and the fees for assets listed in the table of In-House Production Deliverables. |
| 95 | Schedule E - Data Security Requirements | N/A | What does the Lottery define as “State Data?” Please provide an inclusive definition | Any data, information, records, files, or materials that are created, collected, processed, stored, transmitted, or maintained on behalf of the State of Michigan or any of its agencies. |
| 96 | General | N/A | Is a 3rd party service or subcontractor acceptable to serve as the security officer in support of the Contractor and the Contract (for IT support and data security purposes)? | Yes. |
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