RSMA Ad Strategy Quote Request.FINAL7.22.26~1.docx

THE COMMONWEALTH OF MASSACHUSETTS

executive office of energy & environmental Affairs department of environmental protection

100 Cambridge St., Suite 900, Boston, MA 02114

July 22, 2026

Request for Quotes MassDEP Reduce, Reuse, Recycle Outreach and Education Initiative PRF86: Advertising, Marketing and Event Planning Services Category 5: Integrated Marketing Services

RFQ Introduction and General Description

Procurement Scope, Description & Background Information The Massachusetts Department of Environmental Protection (MassDEP) is requesting qualifications and proposals from eligible bidders on statewide contract PRF86 (“Advertising, Marketing and Event Planning Services”) Category 5 for the development and implementation of a marketing strategy for the MassDEP’s statewide waste reduction education initiative, Recycle Smart MA. MassDEP is seeking the services of a vendor to manage an educational/promotional campaign to influence consumer behavior related to waste reduction. The first-year budget is anticipated to be approximately $500,000.

The objective of this project is to make Recycle Smart MA (RSMA) a household name and a go-to resource for information related to waste reduction and recycling in Massachusetts. For the past eight years, RSMA’s message has largely focused on quality recycling, i.e., keeping non-recyclable items out of the recycling bin while increasing the recycling of commonly collected materials including paper, glass bottles, plastic containers, and steel and aluminum cans. Via a new marketing strategy, RSMA intends to broaden its name recognition via waste reduction messaging that includes the promotion of reuse, repair, and composting, as well as proper handling of household hazardous waste and recyclable material.

Background: The RSMA website, active since 2018, is host to several resources including digital and printable content, a newsletter, and two searchable databases. Much of the website’s content has been developed to be easily shared on municipal and partner organization websites and social media platforms. Some can be shared via other outlets such as cable television, local papers, and traditional mail. The initiative relies heavily on social media (Facebook, Instagram, YouTube Shorts) for marketing and message distribution.

RSMA has a substantial and engaged following. As of May 2026, the website has received over 2.7 million unique visitors, many of whom click through to the website via social media posts and advertisements. The total number of followers across Meta platforms is over 30,000, and there are nearly 17,000 newsletter subscribers. While newsletter subscriber numbers have been steadily increasing, followers and website visitors have been flat over the past three years.

Applicable Procurement Law This Request for Quotes (RFQ) is issued under the following statutes and regulations: M.G.L. c. 7, § 22; M.G.L. c. 30, §§ 51 and 52; 801 CMR 21.00.

Number of Awards The target maximum number of Contractors for this solicitation is one (1). MassDEP reserves the right to award additional contracts to meet the needs of MassDEP or the program, if it is in the best interests of the Commonwealth to do so.

Eligible Bidders and Entities Eligible bidders for this RFQ are confined to pre-qualified entities deemed eligible to provide the requested services through the Operational Services Division’s (OSD) statewide contract PRF86 (“Advertising, Marketing and Event Planning Services”) Category 5: Integrated Marketing Services. Any contract resulting from this solicitation will be open to use by MassDEP or other parties as approved by MassDEP and allowed under PRF86.

Acquisition Method(s) The acquisition method to acquire goods and/or services from this RFQ is Fee for Service.

Contract Duration The initial contract terms shall be for one (1) year. MassDEP reserves the right to exercise two (2), one (1) year renewal terms.

Estimated Value The current estimated value of this procurement is $500,000. Contingent upon the availability of funding, MassDEP reserves the right to adjust the value of the resulting contract to the extent required to meet the needs of this project or MassDEP. All funding is subject to the availability of appropriations or funds from other sources.

Estimated Procurement Calendar

Written questions via the Bid Q&A The “Bid Q&A” provides the opportunity for bidders to ask written questions and receive written answers regarding this bid. All bidders’ questions must be submitted through COMMBUYS. Questions may only be asked prior to the Deadline for Submission of Questions stated in the Estimated Procurement Calendar. MassDEP reserves the right to not respond to questions submitted after this date. It is the bidder’s responsibility to verify MassDEP’s receipt of questions.

Please note that any questions submitted using any other medium will not be answered. To reduce the number of duplicate questions, bidders are asked to review all questions previously submitted to determine whether the answer to the bidder’s question has already been posted.

Bidders are responsible for entering content suitable for public viewing as all of the questions will be accessible to the public. Bidders must not include any information that could be considered personal, security sensitive, inflammatory, incorrect, collusive, or otherwise objectionable, including information about the bidder’s entity or other entities. MassDEP reserves the right to edit or delete any submitted questions that raise any of these issues and/or that are not in the best interest of the Commonwealth and/or this procurement.

All answers are final when posted. Any subsequent revisions to previously provided answers will be dated.

It is the responsibility of the prospective bidder and awarded entities to maintain a current email address of the bidder’s contact person and prospective contract manager, if awarded a contract, and to monitor that email inbox for communications from MassDEP, including requests for clarification. MassDEP and the Commonwealth assume no responsibility if a prospective bidder’s/awarded entity’s designated email address is not current, or if technical problems, including those with the prospective bidder’s/awarded entity’s computer, network, or internet service provider (ISP) cause email communications sent to/from the prospective bidder/awarded entity and MassDEP to be lost or rejected by any means including email or spam filtering.

Locating the Bid Q&A The Bid Q&A will be available on COMMBUYS.

Amendment Deadline MassDEP reserves the right to make amendments to the solicitation document after initial publication through the Bid Amendment Deadline date posted in the Estimated Procurement Calendar. It is each bidder’s responsibility to check for any amendments, addenda or modifications to this RFQ, and any Bid Q&A records related to this procurement. The Commonwealth and MassDEP accept no responsibility for, and will provide no accommodation to, bidders who submit a quote based on an out-of-date RFQ.

Scope of Work and Deliverables During this project, bidders will develop and execute a comprehensive and relevant strategy for a statewide campaign that provides maximum impact and encourages new engagement with our social media platform content and recyclesmartma.org.

The strategy may include but is not limited to the activities listed below:

1. Audio and visual advertisement production design services for several media formats including reviewing proofs and monitoring delivery, including:

a. Traditional media (print, television, radio, MBTA billboards)

b. Modern media (podcasts)

c. Digital ad creatives customized for the program’s current advertising platforms (Meta, Reddit, Google, TikTok) that will work with or enhance current RSMA digital advertising campaigns

2. Translating advertising goals and strategies into effective media buys, which may include television, radio, newspaper, podcasts, on-line and out-of-home advertising

3. Developing a media plan detailing proposed location and timing of advertisement placements, as well as a regular schedule of media buys for approval by MassDEP prior to any media buy occurring

4. Developing and implementing a post media buy evaluation and reporting methodology in order to provide MassDEP with the success level for each media buy and to optimize future advertisement buying strategies

5. Developing public service announcements and a plan for statewide deployment

6. Developing partnerships with local sports teams (WooSox, Legacy FC, Boston Fleet, Celtics, Red Sox, Bruins) and entertainment venues

7. Planning, coordinating, organizing, producing and executing events for the purpose of earned media

8. Creating earned media, graphic design and copy editing

9. Creating a compelling tag line for RSMA that lends itself to easy or direct translation

10. Translation of select ad creative (languages to be determined)

Bidders should anticipate the launch of the campaign strategy in January 2027 and ending before December 31, 2027. To assist bidder in preparation of the plans, MassDEP shall make recent social media, and advertising metrics reports available.

Services Structure/Pricing Based on the scope of work and deliverables listed above, bidders shall provide a detailed budget identifying the various elements of its proposed campaign plan and estimated costs by completing Attachment 1 – Budget.

Alternative Option: Should a bidder have an alternative approach to providing the services listed above, bidder can propose an alternative in their response and under the Alternative Option in Attachment 1. Bidder must respond to the Scope of Work as requested to be considered for evaluation under this RFQ.

Bidder Qualifications Relevant Experience: Bidders must have market research, print, broadcast, public relations, promotions and direct marketing experience. Bidders must have experience gathering input from multiple stakeholders and utilizing this input as a tying mechanism to develop an integrated campaign. Experience in cause-related marketing activities, public affairs, and government relations will be considered favorably.

Creative Reputation: Bidders must have a proven track record of creative excellence in digital marketing, television, radio, direct mail, print, and promotional events. It is important that bidders demonstrate their ability to create work that is distinctive, memorable and compelling.

Strategic Marketing: Bidders must have the experience and expertise to review and analyze the existing research and develop effective and motivating communications strategies.

Media planning and buying: Bidders must provide full-scale media planning and buying services. This should include the ability to plan for maximum frequency and exposure to the target market and be cost-effective. Bidders must be able to take an aggressive approach to media buying negotiations and effectively leverage media spending with value-added promotions and merchandising.

Integrated Marketing: Bidders’ experience must extend beyond just creative and media to include fully integrated programs, from advertising and direct marketing to sales promotion and public relations.

Community Relations/Event Marketing: Bidders must have the ability to develop and implement community relations programs and event marketing.

Vendor Co-op: Bidders must have demonstrated their ability to identify marketing and cross-promotional partnerships and manage programs from concept through implementation.

Customization: Bidders must have the ability to customize portions of their creative and strategic strategy so as to be relevant to individual municipalities and urban centers.

Market/Consumer Research and Evaluation: Bidders must have the ability to gather and conduct market research on recycling and utilize survey and polling tools to evaluate their efforts.

Bidder RFQ Response Bidders shall submit responses through COMMBUYS. Submissions shall reflect detailed consideration of the issues and opportunities presented by this engagement and include the following information:

· Maximum of six (6) single-sided pages responding to the selection criteria listed in Bidder Qualifications section above.

· A campaign strategy proposal based on Scope of Work & Deliverables section, maximum ten (10) single-sided pages.

· Creative – Five (5) samples of digital ad creative; up to three (3) examples of public relations programs; two (2) examples of short-form video content; and two (2) thirty- or sixty-second radio spots.

· Team Biographies: Biographies of those individuals that will be committed to the project (maximum of 3 pages).

· References: Names, titles, and contact information of persons who can substantiate the bidder’s summary of its qualifications and experience.

Presentation MassDEP may contact select bidders to schedule a one-hour presentation on their conceptual campaign plan. The plan should incorporate, at a minimum, RSMA’s current slogan and logo (see Attachment 2). Bidders may suggest alternative slogans; however, RSMA’s logo will not change during this campaign. Bidders should provide a “leave-behind” of their presentation.

Evaluation Criteria A selection committee will review proposals from responding bidders. At a minimum, bidder selection will be based upon the following criteria:

· Bidder qualifications

· Ability to meet the needs expressed in this RFQ

· Cost of providing the services requested How to Submit a Quote All bidders may begin creating and compiling quote materials immediately after its bid with all attachments is in the “sent document” status in COMMBUYS. Bidders are instructed not to submit quotes before the Bid Amendment Deadline (see Estimated Procurement Calendar).

Quote Submission Method Online quote submission via COMMBUYS is required.

All bidders must submit quotes online using tools available only to sellers registered in COMMBUYS. COMMBUYS provides seller registration functionality at no charge. To register, go to www.COMMBUYS.com and click on the “Supplier Register” link on the front page. All bidders who are awarded a contract resulting from this RFQ, if any, will be required to maintain an active account during the duration of their contract by reviewing their registration information regularly and maintaining its accuracy.

COMMBUYS Quote Submission Training and Instructions Instructions for vendors can be found on the main page of the COMMBUYS website under “Job Aids for Vendors Using COMMBUYS”.

COMMBUYS Support Technical assistance is available during the procurement process. Every effort is made to respond to inquiries within one business day.

Website: Go to https://www.commbuys.com/bso/, Vendor Resources.

Email: Send inquiries to the Operational Services Division (OSD) Helpdesk at OSDHelpDesk@mass.gov.

Telephone: Call the OSD Help Desk at 1-888-MA-STATE (1-888-627-8283). The Help Desk is staffed from 8:00 AM to 5:00 PM Monday through Friday Eastern Standard or Daylight time, as applicable, except on federal and state holidays.

Bidders are advised that COMMBUYS will be unavailable during regularly scheduled maintenance hours of which all users will be notified.

Bid Opening Date/Time All bids must be received before the specified date, month, year, and time displayed as the Bid Opening Date/Time in the Header Information section of the Bid in COMMBUYS. Times are Eastern Standard/Daylight Savings (US), as applicable. All bidders are advised to allow adequate time for submission by considering potential online submission impediments like internet traffic, internet connection speed, file size, and file volume. OSD is not responsible for delays encountered by bidders or their agents, or for a bidder’s electronic failures, such as computers or related networks, associated with bid compilation or submission. Bids submitted via COMMBUYS are time-stamped by the COMMBUYS system clock which is considered the official time of record.

[REMAINDER OF PAGE INTENTIONALLY LEFT BLANK]

Attachment 1 - Budget Supply a proposed budget for the first year ($500,000) of the campaign based on the bidder’s proposal and categorize into appropriate categories with deliverables (example: produce three (3) radio advertisements with targeted distribution) including a breakdown of staff hours and costs associated with the implementation of the campaign.

ATTACHMENT 2 – RSMA logo and slogan “Do your part, recycle smart.”

image2.png image2.jpg image3.png image1.png