CLINTON COUNTY RESA

1013 South U.S. 27, Suite A ∙ St. Johns, Michigan 48879-2423 Phone: 989-224-6831 ∙ FAX: 989-224-9574 www.ccresa.org

It is the policy of the Clinton County Regional Educational Service Agency (RESA) that no discriminatory practices based on sex, pregnancy, childbirth, and related medical conditions; sexual orientation; and gender identity, race, religion, color, age, national origin, disability, height, weight, marital status, political affiliations and beliefs, or any other status covered by federal, state or local law be allowed in providing instructional opportunities, programs, services, job placement assistance, employment or in policies governing student conduct and attendance. Any person suspecting a discriminatory practice should contact the Special Education Director, 1013 South US-27, St. Johns, MI 48879, email rthelen1@ccresa.org, or call 989-224-6831.

REQUEST FOR PROPOSAL (RFP) MARKETING & COMMUNICATIONS SERVICES CLINTON COUNTY

REGIONAL EDUCATIONAL SERVICE AGENCY (CCRESA)

1. PROJECT OVERVIEW & OBJECTIVES

Clinton County Regional Educational Service Agency (CCRESA) is soliciting proposals from qualified marketing and communications agencies to develop and execute a comprehensive marketing plan. The primary goal is to enhance brand visibility and streamline communication for the MiSTEM Network.

Issuing Agency: Clinton County RESA

● Project Period: October 6, 2026 – September 30, 2027 (with option to renew dependent on State

School Aid)

● Proposal Submission Deadline: September 18, 2026, at 11:59 p.m.

2. SCOPE OF WORK

The selected vendor will partner with CCRESA and the MiSTEM Network to provide services for the MiSTEM

Network, which includes 16 Regions (see Attachment A) across the following areas. All products produced will be the property of the MiSTEM Network.

Brand Strategy & Positioning:

○ Refine core messaging, brand identity guidelines, and visual assets to reflect MiSTEM’s mission and impact

○ Ongoing communication and marketing counsel that primarily focuses on supporting the statewide MiSTEM Network but may also include localized needs for the 16 Regions

○ Status reports and accomplishments

○ Development of project plans with detailed tasks, timing, and deliverables of agreed-upon activities

● Digital Marketing & Social Media: Manage or advise on multi-channel digital campaigns, content creation, and targeted ad placements that market MiSTEM programming and messaging to educators, students, and families as well as campaigns that raise broader awareness of the importance of STEM learning and the impact of the MiSTEM Network. This may include:

○ Website templates

○ Social media templates, content calendar, sample posts

○ Digital campaign assets https://www.michigan.gov/leo/boards-comms-councils/mistem

● Content Creation & Collateral: Design print and digital materials, including annual reports, presentation templates, program brochures, press releases, logos, videos, infographics, communications kits, including talking points, and other materials as needed.

● Public Relations & Media Strategy: Develop media relations tactics and crisis communications protocols as needed. Build awareness of the MiSTEM Network’s impact and opportunities to engage.

● Analytics & Reporting: Establish key performance indicators (KPIs) and provide quarterly campaign performance reports.

3. BUDGET

The anticipated budget is approximately $285,000.

Respondents should provide a detailed budget that identifies:

● Agency fees

● Creative development

● Research

● Account management

● Paid media management

● Media spend

● Printing

● Production

● Website support

● Other costs

4. TIMELINE OF EVENTS

RFP Issuance Date September 2, 2026

Deadline for Vendor Questions September 9, 2026

Responses to Questions Emailed September 11, 2026

Proposal Submission Deadline September 18, 2026, 11:59 PM EST

5. SUBMISSION REQUIREMENTS

Proposals should be submitted electronically as a single PDF to lseigel@ccresa.org with the subject line

"RFP Submission – Marketing Services for MiSTEM". Responses must include:

1. Executive Summary: Overview of agency background, size, and core philosophy.

2. Relevant Experience & Case Studies: 2–3 examples of similar work (experience with K-12 education, statewide networks, or government public sector agencies preferred).

3. Proposed Strategy & Methodology: Technical approach to addressing the Scope of Work.

4. Team Qualifications: Resumes or bios of key personnel assigned to the account.

5. Cost Proposal: Detailed budget breakdown (hourly rates, retainer options, project-based fees, and estimated direct costs/media spend).

6. References: Three professional references from past or current clients.

6. EVALUATION CRITERIA & PROCESS

Submissions will be evaluated based on the following weights. See Attachment B for rubric.

● 30% – Experience and success in educational, government, public sector, or non-profit marketing.

● 25% – Proposed approach, strategic fit, and creativity of methodology.

● 25% – Cost efficiency and fee structure clarity.

● 20% – Qualifications and experience of assigned staff, plus client references.

Clinton County RESA intends to utilize a multidisciplinary stakeholder review committee to evaluate proposals.

Stakeholders may include representatives from:

● MiLEAP

● Michigan Department of Education

● Local Intermediate School Districts

● MiSTEM Regional Directors

● MiSTEM Advisory Council

● Community organizations

● Michigan Department of Labor & Economic Opportunity

7. QUESTIONS & CONTACT INFORMATION

All inquiries regarding this RFP must be submitted in writing via email before the question deadline.

● Primary Contact: Lisa Seigel, MiSTEM Director, CCRESA

● Email: lseigel@ccresa.org

● Phone: 989-224-6831 x 2283

● Address: Clinton County RESA, 1013 S. US 27 Suite A, Saint Johns, MI 48879

ATTACHMENT A

MiSTEM Regions

Attachment B Scoring Rubric

Evaluation Category & Weight

Mandatory Requirement

Unsatisfactory 0-15 Points

Satisfactory 16-24 Points

Exceptional 20-25 Points

Score

Relevant Experience & Success 30%/30 points

2-3 Case Study Examples

Fewer than 2 case studies provided. No experience in K-12 education, statewide networks, or government/ public sector agencies. Poor past performance or irrelevant scope.

2–3 case studies provided.

Demonstrates moderate experience in public sector/non-profit marketing, but lacks direct alignment with statewide networks or STEM education.

3 comprehensive case studies provided. Strong, proven track record in K- 12 education, statewide networks, or public sector agencies with clear, measurable outcomes.

/30

Strategy & Methodology 25%/25 points

Executive Summary

Strategy is generic, lacks creative vision, or fails to address the Scope of Work. Executive summary omits key agency philosophy or context.

Strategy addresses the Scope of Work with clear logic and standard methodology. Solid strategic fit, though lacking standout innovation or high creativity.

Highly tailored, creative, and robust methodology.

Demonstrates complete alignment with MiSTEM's goals and clear execution tactics across all deliverables.

/25

Cost Proposal & Efficiency 25%/25 points

Detailed Budget

Budget is vague, incomplete, or lacks hourly rates/fee breakdowns.

Unrealistic pricing relative to value or scope.

Clear fee structure provided (rates/retainers/direct costs), but pricing transparency or cost efficiency could be improved.

Fully transparent, itemized budget (rates, retainers, direct costs/media spend).

Excellent cost efficiency and exceptional value for scope.

/25

Team Qualifications & References 20%/20 points

Team Bios Resumes

Key personnel lack relevant marketing experience. Fewer than 3 references provided, or references give poor feedback.

Qualified team with appropriate background. 3 references provided with acceptable, positive feedback.

Senior team with specialized expertise in education public sector marketing. 3 glowing references verifying reliability and performance.

/20

Total /100