Statewide Marketing & Advertising Pre-Qual Tier 2 - SolicitationTemplate 10-01-2026 - AMENDMENT 1 07-01-2026.docx

Second Tier Proposal Instructions Michigan Gaming Control Board Statewide Marketing and Advertising Services Request for Proposal No. 260000002247 Solicitation Manager Name: Marina Kotsifis Direct Phone: 517-241-0347 Email: MGCB-Purchasing@michigan.gov This is a Request for Proposal (RFP) for:

Strategic Communications, Outreach, Marketing, and Promotional Services Supporting Responsible Gaming Initiatives RFP Timeline

Thursday, October 1, 2026

*A bidder’s proposal received at 1:00:01 p.m. Eastern is late and subject to disqualification.

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

1. PROPOSAL PREPARATION. The State recommends reading all RFP 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 RFP 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 RFP 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.

RFP Structure and Documentation

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

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

4. QUESTIONS. Bidder questions about this RFP must be emailed to: kotsifism@michigan.gov by 9:00 a.m. Eastern Standard Time. 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 RFP 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 RFP process at any time for any or no reason. The issuance of an RFP, 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 RFP 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 RFP; (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 RFP.

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 MGCB-Purchasing@michigan.gov no later than 3:00 p.m., Eastern, 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 RFP is not an offer to enter into a contract. This RFP 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 RFP. 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 RFP 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.

RFP Number

RFP 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.

RFP Number

RFP 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 RFP 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 RFP.

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 RFP?

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 Request for Proposal No. 260000002247 Strategic Communications, Outreach, Marketing, and Promotional Services Supporting Responsible Gaming Initiatives 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

This Statement of Work (SOW) is for Michigan Gaming Control Board (MGCB) to obtain services to promote MGCB’s Responsible Gaming Initiatives. The budget for this contract is $3,000,000.00 per fiscal year for a period of three years and may be renewed for up to two additional one-year periods.

SCOPE

a. Project Request: Advertising strategy to establish the Michigan Gaming Control Board as a leader in responsible gaming initiatives.

b. Goal:

Informative. Bring awareness to responsible gaming practices, problem gambling resources, and the MGCB’s Don’t Regret the Bet campaign.

Persuade. Encourage community organizations to reach out to a Responsible Gaming Representative for informational materials, presentations, and public speaking engagements. Persuade players to call the Problem Gambling Helpline or Responsible Gaming Section if they have a problem with gambling or know of someone who does. Motivate and empower individuals to take specific actions to maintain responsible gambling behaviors.

Remind. Any form of gambling is for entertainment purposes only. Remind citizens about the signs of problem gambling in adults, adolescents, and senior citizens.

c. Target Audience: Michigan residents participating in gambling and/or gaming, including but not limited to physical casinos, horse racing tracks, internet gaming, internet sports betting, e-sports, charitable gaming, lottery, and fantasy sports. An emerging target audience includes both youth ages 12+.

d. Message: The MGCB takes responsible gaming very seriously. The Responsible Gaming Section was created as part of a new initiative to address responsible gaming initiatives, prevent problem gambling, and remind the citizens of the State of Michigan that any form of gambling is for entertainment purposes only.

Responsible Gaming Section staff will be available for public speaking engagements.

e. Status: Currently active.

f. Additional Information: MGCB does not provide treatment and/or counseling services. The Michigan Department of Health and Human Services (MDHHS) is the direct contact for Michigan residents who call the Problem Gambling Helpline, 1-800-GAMBLER, for counseling services.

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. Strategic Planning and Development

1. Conduct market research:

2. Produce, duplicate, and distribute media materials.

3. Provide Public Relations (PR) services and consultation – upon request.

4. At the end of each campaign/project provide media campaign results.

a. Resolve any make-good advertising slots.

b. Media campaign/project result will be provided to the State in a mutually agreed upon format.

i. Media campaign results must include Return on Advertising Spend (ROAS) % and provide an actionable analysis and optimization of current campaigns.

ii. State ROAS% information must be presented against the industry standard ROAS%.

5. As directed by the State the Contractor may be required to present 3 creative concepts for the State to review for all new campaign/advertising work issued under this Contract.

a. The State will select 1 concept presented by the Contractor for further development and implementation.

b. The selected concept will then be taken to final art or script and storyboard final approval must be received from the applicable Program Manger prior to completion of work.

List all exception(s):

Bidder must describe how they will comply with each component of the above requirement:

B. Annual Communication and Marketing Plans The Contractor will be responsible for developing an Annual Communication Plan/Marketing Plan per campaign.

1. Plans must be target audience specific, include a message along with a strategy, and communication vehicle(s) for communication delivery.

a. The Contractor may be required to utilize several different communication venues or tactics to meet the objectives of each campaign.

2. Plans must be updated to accommodate additional add-on projects or changes to current projects.

3. All work must be approved by the State’s applicable Program Manager prior to the completion of work under each SOW.

4. The Contractor may be required to develop and present Communication Plans/Marketing Plans to the State on an annual basis, or at a mutually agreed upon frequency between the State and the Contractor. Communication Plan(s)/Marketing Plan(s) will be Agency specific and the State will work with the Contractor to determine necessity and requirements for presentation.

List all exception(s):

Bidder must describe how they will comply with each component of the above requirement.

Bidder must provide 1 proposed communication plan/marketing plan as a separate attachment.

Attachment name:

C. Project Management of Multiple Campaigns The Contractor must be able to:

1. Maintain balance between existing projects, and the addition of new project throughout the life of the Contract.

2. Maintain and provide services for both large- and small-scale projects simultaneously.

3. Make changes and adjustments to active projects upon request.

List all exception(s):

Bidder must describe their ability to maintain current projects while adding new projects, campaigns, media and marketing plans. Bidder must also explain their ability to adjust active projects and describe how large and small-scale projects will be maintained.

D. Market Research

1. The Contractor must conduct market/audience specific research, if applicable, to better assess and understand the target population(s) the State is trying to reach. Research may include, but is not limited to:

a. The use of databases such as Nielsen and PRIZM

b. Intercept & Phone Surveys

c. Focus Groups

d. Observational Research

e. Message Testing

f. Other tools as approved to determine/refine the marketing message

List all exception(s):

Bidder must describe how they will comply with the above requirement.

Bidder must provide a sample market research plan as a separate attachment.

E. Media Management and Development – Concepts, Materials & Production

1. The Contractor will be responsible for developing social media, digital media, and new media strategic plan(s) to promote the State’s identified Marketing Campaigns/Projects to an audience as specified in any resulting SOW. 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.

List all exception(s):

Bidder must describe how they will comply with the above requirement.

Bidder must provide an example of a fully developed Social Media Advertising Plan as a separate attachment.

2. The Contractor will be responsible for developing and/or modifying advertising and/or creative concepts and direction including but not limited to:

a. 30-second TV spots

b. 30 and/or 60-second radio spots and digital media placements

c. 15-second internet pre-roll

List all exception(s):

Bidder must explain how existing advertising and/or creative concepts will be developed and modified.

Bidder must provide at least one sample for a 30-second TV spot, a 30-second Radio spot, and a 15-second pre-roll either as a separate attachment or as a Microsoft OneDrive link. Attachment name or link:

3. Must possess the capability to perform graphic design and visual design services within the Articulate platform for Agency-provided asynchronous training materials, or demonstrate the willingness and ability to acquire such capability.

List all exception(s):

Bidder must explain how they will comply with this requirement:

4. Contractor must acquire all rights to any materials, creative concepts, and production to allow the State to use the materials as intended under this Contract, including non-rights managed visual materials that will be used in any form for State Advertising Campaigns/Projects.

The Contractor must also ensure a full buy-out/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.

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 how they comply with the above requirement(s) and describe their experience with talent negotiations:

5. The Contractor must direct and coordinate all TV and radio production and review unless otherwise directed by the State. Video and audio production, filming, and recording must take place within the State of Michigan unless prior approval is granted by the Agency’s Program Manager or designee. Production responsibilities include, but are not limited to:

a. Scouting locations

b. Casting

c. Shooting

d. Editing

e. Recording

f. Music

g. Special Effects

h. Post-Production The Contractor must deliver both rough cuts and finished spots to the State for final approval at a mutually agreed upon date and time between the State and the Contractor.

The Contractor must review budgets, casting, music, and special effects with the State for approval from the State’s applicable Program Manager prior to production and media placement.

List all exception(s):

Bidder must describe how they comply with the above requirement(s) and describe their experience with TV and radio production:

6. The Contractor is responsible for producing, duplicating, and distributing all media materials, on an as needed basis, in a variety of digital formats as requested by the Agency. Digital formats must meet broadcasting specifications for TV and Radio stations.

List all exception(s):

Bidder must describe how they comply with the above requirement(s) and describe their experience with media material duplication:

7. The Contractor is responsible for producing internal project deliverables to support:

a. TV and Radio messages, including repurposed TV and Radio ads

b. Banner ads

c. Rich media ads

d. Splash pages

e. Social media ads and graphics

f. In-game ads

g. Search engine optimization, etc.

List all exception(s):

Bidder must describe how they comply with the above requirement(s) and describe their experience related to production of internet supplemental projects:

8. The Contractor is responsible for producing additional project deliverables including, but not limited to:

a. Billboards

b. Posters

c. Banners

d. Flyers

e. E-mail Marketing

f. In-game ads

g. Social Media Graphics

h. Repurpose TV ads

i. Arrange production of customer merchandise and/or giveaway items to support message goals.

List all exception(s):

Bidder must describe how they comply with the above requirement(s) and describe their experience related to additional project deliverables:

F. Media Plan Development

1. The Contractor is responsible for developing media plans for all State advertising projects. Plans must outline at a minimum:

a. Media budget

b. Target audience

c. Flight dates

d. Geography/Media market(s)

e. Advertising units/vehicles (TV, cable, radio, outdoor, print, digital, etc.)

f. Media weight/Gross Point (GRP) levels and expenditures for each medium in each market.

g. Project outcomes:

i. Provide an in-depth evaluation of all media units/vehicles (TV, cable, radio, outdoor, print, digital, etc.) available to the State, as requested.

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

List all exception(s):

Bidder must describe how they comply with the above requirement(s) and describe their experience developing media plans and implementation:

2. The Contractor must identify the resources that will be used to develop media plans, including but not limited to:

a. Mediamark Research and Intelligence (MRI)

b. Simmons Market Research Bureau (SMRB)

c. Scarborough or Media Audit

d. PRIZM

e. Neilson, Neilson Audio, Nielson Net Ratings, and Neilson TV Ratings

List all exception(s):

Bidder must describe their experience working with the resources identified and explain how they will comply with the above requirement(s):

3. Placement Services must include but are not limited to:

a. Paid media and value-added media

b. Earned media

c. Michigan Association of Broadcasters (MBA) media

d. Michigan Cable Telecommunications (MCTA) media

e. Michigan Press Association (MPA) media

List all exception(s):

Bidder must describe their experience working with all media buying and planning including MBA, MCTA and MPA media outlets:

4. Along with the development of communication campaigns, the Contractor may be required to conduct Public Relation (PR) Services and Consulting Services on an as needed basis for the State.

The Contractor is responsible for scheduling, developing, and coordinating all public relations services and press events to increase public awareness of campaigns, as required by the State.

List all exception(s):

Bidder must describe their experience developing communications campaigns and conducting public relations services.

Provide at least one example of a recent communications campaign developed by your organization, as a separately labeled attachment. Provide attachment name here:

Please provide at least one example of a recent public relations service provided by your organization, as a separately labeled attachment. Provide attachment name here:

G. Media – Negotiations and Placement

1. The Contractor is responsible for all negotiations, purchases, and placement of:

a. Radio and TV airtime,

b. Publication space,

c. Out-of-home advertising,

d. Mail services,

e. Digital, social media, and other new media placements,

f. Any other State approved forms of media to be used for advertising and promotions.

2. Responsibilities for advertising placement also include:

a. Negotiation of matching spot,

b. Value added bonuses for further reach of advertising messages,

c. Shipment of all radio and TV dubs with appropriate traffic instructions to the applicable party.

List all exception(s):

Bidder must describe how they will comply with the above requirements and explain their experience related to negotiations and purchases of radio and TV airtime, and outdoor publication spaces:

3. The Contractor must negotiate make-good media-weight for any under-delivery to be scheduled during the next paid media flight.

List all exception(s):

Bidder must describe how they will comply with the above requirement and explain their experience related to negotiations of make-good media-weight for under-delivered media:

4. The Contractor must have the ability to extend a budget by means of innovative ideas, creative partnerships, and aggressive negotiation skills to leverage any funding that may be available for paid advertising.

List all exception(s):

Bidder must describe how they will comply with the above requirement and explain their experience with value added media planning and purchasing:

H. Additional Services – Production, Special/Sports Events and Website Content When requested and approved by the State, the Contractor must provide, whether in-house or through a 3rd party, the Additional Services identified below. Details and pricing will be determined on a case-by-case basis and rates may not exceed those outlined in Schedule B – Pricing unless otherwise specified by the State’s applicable Program Manager. All work must be approved by the applicable Program Manager prior to completion and implementation.

1. Production – The Contractor must plan and organize special events and/or consulting.

List all exception(s):

Bidder must describe how they will comply with the above requirement and provide an example of production services provided by their firm:

2. Sporting Event – Identify and recommend opportunities outside of traditional advertising to reach special audiences. This can include minor league, college, and professional sports teams.

List all exception(s):

Bidder must describe how they will comply with the above requirement and provide an example of how the bidder has done this in the past:

3. Special Events – The Contractor must plan and organize special events and may be required to facilitate State organized events upon request. Contractor must be available upon request to assist the State with questions about State organized events that the Contractor helped coordinate/plan.

List all exception(s):

Bidder must describe how they will comply with the above requirement and provide an example of a special event services provided by their firm:

4. Website Content Development and Hosting: New and Existing Material

a. When requested by the State, the Contractor is responsible for the development, of State Agency Specific website content. The Contractor is responsible for ensuring all website content developed follows the IT Standards outlined in this Contract, is mobile friendly, and follows the approved State of Michigan look and feel.

b. The Contractor may be requested to provide website maintenance, site hosting, and/or domain registry services. If not requested, the State will assume responsibility for hosting, maintenance, and domain registry once a website and/or content is developed.

c. The Contractor may also be required to work with existing State Agency websites or content. Work may include but is not limited to:

i. Refreshing current websites content and marketing messages.

ii. Re-design and/or formatting of website layout and design.

iii. Develop new or reconfigure existing websites.

The Contractor must receive approval from the State’s applicable Program Manager prior to any completion of work.

List all exception(s):

Bidder must describe how they will comply with the above requirement. Bidder must indicate whether a 3rd party will be providing webservices or if webservices will be provided by the Contractor. Provide three examples of website services, fully developed websites or content:

2. Staffing

2.1. Key Personnel

1.

Name and Title 2.

Years of Experience in Current Classification 3.

Key Personnel Position being Fulfilled

Senior Level Strategic Counsel/Firm Principal

Account Manager

Creative/Art Director

Media Coordinator

Researcher

Copywriter

Billing Coordinator

Graphic Designer

Production Coordinator

Social Media Coordinator

Public Relations Coordinator

Coder

Clerical

Michigan.gov/MiProcurement A.

2.2. Organizational Chart

The Contractor must provide an overall organizational chart that details staff members, by name and title, and subcontractors.

Bidder must provide detailed information as required above – either in this response box or identified here as an attachment to this RFP labelled as “Organizational Chart-Bidder Name”.

2.3. Disclosure of Subcontractors

A. If the Contractor intends to utilize subcontractors, the Contractor must disclose the following:

1. The legal business name; address; telephone number; a description of subcontractor’s organization and the services it will provide; and information concerning subcontractor’s ability to provide the Contract Activities.

2. The relationship of the subcontractor to the Contractor.

3. Whether the Contractor has a previous working experience with the subcontractor. If yes, provide the details of that previous relationship.

4. A complete description of the Contract Activities that will be performed or provided by the subcontractor

5. Geographically Disadvantaged Business Enterprise Sub-Contractors: If contractors plan to utilize subcontractors to perform more than 20% of the deliverables under this contract, at least 20% of that subcontracted work must be awarded to Michigan-based Geographically Disadvantaged Business Enterprises (GDBE). Contractor will submit a plan detailing all subcontractors to be used, including the percentage of the work to be done by each. Contractor must inform the State to the name and address of the GDBE, the percentage of the work they will complete, the total amount estimated to be paid to the GDBE, and provide evidence for their qualifications as a GDBE.