Youth_Cannabis_Education___Prevention_RFP_08.06.2026.docx

State of Minnesota Minnesota Department of Health

REQUEST FOR PROPOSAL

Education Campaign on Cannabis and Substance Misuse for Young Adults (18–25) Swift ID: 2000018511 Date Posted: August 17, 2026

· Responses must be received not later than 3 p.m. Central Time on Wednesday, September 9, 2026.

· Late responses will not be considered

· As of July 1, 2025, certain terms are unenforceable in state contracts. See Session Laws, 2025 Regular Session, Chapter 39, Article 2, Sec. 45.

Minnesota’s Commitment to Diversity and Inclusion The State of Minnesota is committed to diversity and inclusion in its public procurement process. The goal is to ensure that those providing goods and services to the State are representative of our Minnesota communities and include businesses owned by minorities, women, veterans, and those with substantial physical disabilities. Creating broader opportunities for historically under-represented groups provides for additional options and greater competition in the marketplace, creates stronger relationships and engagement within our communities, and fosters economic development and equality.

To further this commitment, the Department of Administration operates a program for Minnesota-based small businesses owned by minorities, women, veterans, and those with substantial physical disabilities. For additional information on this program, or to determine eligibility, please call 651.201.2402 or go to the Office of Equity in Procurement home page, at https://mn.gov/admin/business/vendor-info/oep/.

SPECIAL NOTICE: This is a request for proposal. It does not obligate the State of Minnesota to award a contract or complete the proposed program, and the State reserves the right to cancel this solicitation if it is considered in its best interest.

This Solicitation requires proposals to be submitted through the SWIFT Supplier Portal. Please note the security changes below that may impact responders from submitting a timely response.

SWIFT SUPPLIER PORTAL SECURITY CHANGES

There are new security measures that the Minnesota Management and Budget implemented on October 16, 2022. It is a new multi-factor authentication (MFA) to enhance the security of the State of Minnesota Supplier Portal. MFA is an authentication method that requires bidders and suppliers provide two verification factors to log into the SWIFT Supplier Portal. The goal of MFA is to create a layered defense that makes it more difficult for unauthorized system access to occur.

For information about these changes, please refer to the SWIFT Supplier Portal Multi-Factor Authentication FAQ document.

If you have not done so already, please make sure to log into the SWIFT Supplier Portal as soon as possible to get this authentication set up early so there are no issues when submitting a response to an RFP.

You are strongly encouraged to set your MFA during business hours of 8:00 A.M. to 4:00 P.M., Central Time, Monday through Friday. You may experience delay setting your MFA after hours.

TABLE OF CONTENTS

Solicitation Content

Solicitation Attachments

· Attachment A: Responder Declarations

· Attachment B: Exceptions to State's Terms and Conditions

· Attachment C: Cost Detail

· Attachment D: Responder Forms

· Veteran-Owned Preference Form

· Workforce and Equal Pay Declaration Page

· Attachment E: Letter(s) of Support Sample Contract

· Exhibit A: Contract Terms

· Exhibit B: Insurance Requirements

· Exhibit C: Specifications, Duties, and Scope of Work

· Exhibit D: Pricing

SECTION 1 – INSTRUCTIONS TO RESPONDERS

Step 1: Read the solicitation documents and ask questions, if any Step 2: Write your response Step 3: Submit your response

STEP 1 – READ THE SOLICITATION DOCUMENT & ASK QUESTIONS, IF ANY

Jade Hipp, MPH, Communication Specialist Division of Injury Prevention and Mental Health | Department of Health jade.hipp@state.mn.us Questions should be emailed to the contact by noon (Central Time) on August 31, 2026.

Other personnel are not authorized to answer questions regarding this Solicitation.

STEP 2 – WRITE YOUR RESPONSE

The Response Content section is in this link to Section 4. Prepare a written response and supply all requested content. Responses should address the requested information and documents detailed in Section 4. DO NOT INCLUDE Non-Public/Trade Secret data (as defined in this link to Minn. Stat. § 13.37).

Review, sign, and include the Responder Declarations with your response.

STEP 3 –SUBMIT YOUR RESPONSE

Late responses will not be considered. Responses received after End Date above will not be considered, even if errors or delays were caused by issues outside of responders’ control. If you need assistance, please contact the SWIFT Vendor Assistance Helpline at 651-201-8100, Option 1, and then Option 1.

By submitting a response, your company is making a binding legal offer for the period of time set forth below in Section 6, Conditions of Offer.

SECTION 2 – SUMMARY OF SCOPE

Procurement Overview and Goals.

The Minnesota Department of Health (“MDH” or “State”) is requesting proposals from qualified contractors to manage and expand the brand identity for Be Cannabis Aware (BeCannabisAware.org)TM, MDH’s statewide cannabis education and prevention campaign. The contractor will also develop and implement a promotional campaign to increase awareness of the campaign’s messages and resources. This work is authorized under Minnesota Statute 144.197.

The 2025 Minnesota Legislature dedicated funding for youth prevention and education programming to support a long-term, coordinated effort to raise public awareness about substance misuse prevention, treatment options, and recovery options for people under age 25. As part of this work, contractors should engage young adults across Minnesota to help shape program content and identify effective methods for sharing information with young people statewide.

The prevention and education programming should focus on messaging that:

Prevents substance use, including cannabis use, among young adults ages 18 to 20; and prevents or reduces use among young adults ages 21-25.

Raises public awareness about the risks of substance use, including cannabis, during early adulthood, a critical period of brain development.

Raises public awareness about harm reduction principles and local treatment resources available for substance misuse, including cannabis.

All references to “cannabis” in this RFP refers to the dried flowers, leaves, stems, and seeds of the cannabis plant, cannabis products, lower-potency hemp edibles, hemp-derived consumer products, or synthetic cannabis products. Cannabis may also be called marijuana, weed, or pot.

Additionally, this proposal identifies audiences including youth, young adults (ages 18-25), and trusted adults. MDH defines “trusted adults” broadly as parents, educators, teachers, coaches, older peers, caregivers, and other adults who engage with youth and young adults around cannabis use or substance use more generally.

The campaign should maintain the existing Be Cannabis Aware brand identity while refining and tailoring current campaign messages. The existing campaign includes messaging for youth and young adults ages 13 to 25, as well as trusted adults. The selected contractor will narrow the focus of campaign messaging to young adults ages 18 to 25. Messaging should be adapted to meet the needs, behaviors, and experiences of this specific audience while remaining consistent with the established brand.

The selected contractor will manage the brand identity for the statewide cannabis education and prevention campaign, as well as develop and implement a comprehensive marketing campaign that includes paid, earned, and digital media. The campaign must utilize pre-existing market research, tested messages, and relationships with relevant audiences (gathered by MDH from 2025-26) to determine the most effective means of communication. It should build on the strengths, strategies, and findings of past and current statewide and national substance misuse and cannabis-specific education campaigns. The program should also introduce innovative tactics to reach young adult Minnesotans who use or may be exposed to cannabis. In addition, the campaign must use culturally competent strategies to attract and engage Minnesota communities that are most disproportionately affected by the harms of substance use.

Cannabis Landscape Background As cannabis legalization progresses, it is important to understand how its evolving social acceptance affects the behavior of young adults. For young people, the risks of cannabis and substance use can have lasting impacts on health, brain development, relationships, and future opportunities. Minnesota is one of 24 states that have legalized adult-use (recreational) cannabis. The full decriminalization of cannabis in Minnesota on August 1, 2023, permits possession, utilization, and home growing by individuals 21 years of age and older. The use of hemp-derived edible products containing delta-9 THC was legalized by earlier legislation.

Among Minnesota youth and young adults specifically, SAMHSA’s National Survey on Drug Use and Health for 2022-2023 indicated that rates of cannabis use in the past year among those ages 18-25 exceeded 40% (see table below). Nearly 30% of young adults in that age range used cannabis in the past month.

One 2024 survey of Minnesota college students (the College Student Health Survey at the University of Minnesota, Twin Cities) indicated that students aged 18-24 had a 38.8% prevalence of past 12-month cannabis use. The past 30-day prevalence was 26.6%, which was an all-time high since 1998 for this student demographic. Female students reported higher rates of past-30-day cannabis use (27%) than male students (23.1%) in this age group. The survey found that among Twin Cities student cannabis users of all ages, eating or drinking was the most common method of consumption (76.8%), followed by smoking (57.9%) and vaping (31.8%).

Cannabis use has a wide range of potential adverse impacts on adolescents and young adults, particularly among heavy users and those who use it earlier in adolescence, according to the American College of Pediatricians. National medical associations (e.g., the American College of Pediatricians, American Academy of Family Practitioners) have issued position statements summarizing the potential detrimental effects on physical and mental health and well-being as well as myriad ways in which cannabis use can impair performance at school, work, or in driving safety. Research involving nearly 1,600 young people under age 23 found that those who start using cannabis before age 15, and those who use it often, are more likely to need medical care for physical and mental health concerns between ages 18 and 23, with potential impacts that may persist beyond this age range. This is compared with young people who don’t use cannabis or begin using after age 15.

Within the context of expanding legalization, changing social norms, and increased exposure to pro-cannabis marketing and messaging, perceptions of cannabis use have shifted substantially over the past several decades. Youth and young adults increasingly view cannabis as less harmful and more socially acceptable. Such changes in perception have important implications for both initiation and continuation of cannabis use among this population.

Be Cannabis AwareTM Background and Branding Launched in September 2025, Be Cannabis Aware is MDH’s statewide cannabis education and prevention campaign, intended to ensure young people are well informed about the effects of cannabis in their lives. The campaign was developed and implemented as a “stop-gap” campaign to address immediate cannabis communications and education gaps existing statewide while longer-term audience research, message development and testing was underway. The campaign’s key objectives include influencing Minnesotans age 25 and under to proactively choose not to use cannabis, with messages that focus on reasons “why not” to use rather than simply saying “don’t do it,” showing how non-use supports future personal aspirations. Be Cannabis Aware materials were developed to be used broadly across two key groups: youth and young adults, age 25 years and younger; and trusted adults (e.g., older peers, educators, coaches, parents, and community organizations).

Pre-existing Cannabis Market Research Background and Application of Previous Findings MDH submitted a request for proposals in 2025 seeking specialized professional/technical services to conduct research, marketing, and planning for a prevention and education program aimed at raising awareness about substance misuse, including cannabis, and its adverse effects for youth and young adults under age 25. Work conducted in 2025-26 included research to gain insights into youth and young adults and their beliefs about the risks and harms of cannabis and other substance misuse. Efforts also included developing and testing culturally responsive messages tailored to this population. Another component of work involved capacity building, which included identifying groups, individuals, and organizations that influence youth and young adults under age 25 and determining the most effective ways to communicate and engage with them for future prevention and education programming.

The selected vendor for this RFP will use the pre-existing market research, tested messages, and relationships with relevant audiences (gathered by MDH from 2025-26) and apply findings for young adults ages 18-25 to determine the most effective means of communication, manage the Be Cannabis Aware campaign’s brand identity, and develop and implement a comprehensive marketing plan that includes paid, earned, and digital media.

Goals MDH’s agency mission is to protect, maintain, and improve the health of all Minnesotans. MDH therefore works, as directed by the applicable statutes, to reduce the harms of substance misuse, including cannabis. This includes limiting access among youth and young adults under 21, expanding access to substance use education, and addressing disparities in substance misuse. Evidence-based messaging and education are essential components of a comprehensive prevention strategy. MDH is dedicated to offering statewide campaign(s) and an array of educational resources that are accessible to all Minnesotans.

MDH aims to reach as many young Minnesotans as possible, with the following goals:

1. Using pre-existing market research and tested messaging to strengthen statewide cannabis education and prevention efforts.

Reduce cannabis use prevalence among young adults ages 18 to 25 in Minnesota.

Provide young adults with evidence-based information about cannabis and resources that address motivations for use among this age demographic.

Increase awareness of health risks associated with cannabis among young adults ages 18 to 25.

Increase engagement with and use of campaign materials among youth adults statewide.

Use pre-existing market research and defined messaging to target diverse cultural, geographic, socioeconomic, and linguistic groups within the 18-25 young adult audience.

Ensure campaign products serve as practical, evidence-based tools for statewide prevention partners to integrate into their work.

Ensure long-term campaign sustainability by training MDH staff to independently implement and maintain all tools and resources after the contracted work concludes.

Sample Tasks and Deliverables.

To advance statewide cannabis education and prevention efforts for young adults ages 18 to 25, the State will partner with a contractor to support campaign development, implementation, and evaluation. The selected contractor will use existing market research and work in close collaboration with MDH to ensure the campaign is evidence-based, culturally informed, accessible, and aligned with MDH’s mission and values.

This RFP seeks support for the following areas:

1. Immersion and Strategic Alignment: Ensure selected vendor is fully grounded in MDH’s expectations, pre-existing market research, and statutory requirements before creative work begins.

Brand and Message Refinement: Utilize pre-existing market research to adapt existing Be Cannabis Aware campaign to resonate with diverse young-adult populations while maintaining brand integrity.

Campaign Strategy Development: Synthesize research and brand direction into a cohesive, evidence-based statewide strategy.

Creative Development: Create compelling, inclusive, and accessible materials that resonate with diverse young adults.

Media Planning, Digital Execution, and Community Engagement: Ensure the campaign reaches diverse young-adult audiences effectively and efficiently.

Evaluation and Continuous Improvement: Maintain campaign relevance and maximize impact through continuous improvement. Assess campaign effectiveness and inform future prevention efforts.

Sustainability and Knowledge Transfer: Ensure the campaign can remain usable, stable, and impactful after the contracted work ends.

Minimum deliverables

· Immersion and Strategic Alignment: The contractor will demonstrate a deep understanding of MDH’s mission, pre-existing market research, statutory requirements, and other relevant materials, supplementing them with additional secondary research as needed. This phase will culminate in an insights synthesis that distills key findings and establishes a shared understanding of the landscape.

· Strategic Development: The contractor will translate insights into foundational campaign direction, producing a creative brief, a media strategy framework, and clearly defined KPIs that guide subsequent work.

· Creative Development: The selected vendor will focus on adapting the campaign concept for young adults ages 18–25, updating brand guidelines to reflect this audience, and producing flexible creative assets along with a refreshed website design.

· Media Planning: The contractor will finalize a media plan, establish a launch timeline, and prepare reporting structures, including templates and a campaign dashboard.

· Campaign Management: Throughout the contract period, the contractor will provide ongoing campaign management, including performance monitoring, creative optimization, and budget oversight, supported by monthly performance reports, optimization recommendations, and quarterly reviews. These activities will be paired with evaluation efforts designed to measure campaign effectiveness and inform continuous improvement. Finally, to ensure long‑term sustainability, the contractor will provide any necessary training, documentation, and knowledge‑transfer resources that equip MDH staff to independently maintain and evolve the campaign after the contract concludes.

Scope of Work

1. General Tasks

a. Apply MDH’s previously collected research to guide brand management and the development of tailored messaging for the Be Cannabis Aware campaign.

b. Supplement this work by maintaining up-to-date knowledge of youth and young adult cannabis use topics to support informed, high-quality campaign execution. Topics may include:

2. Cannabis use rates, disparities, and trends in Minnesota.

2. The role of health education and communications in statewide prevention efforts.

2. Young adult perceptions of cannabis (risks, benefits, motivations, social norms, and influences).

2. Best practices in cannabis and substance misuse communications.

2. Past and current Minnesota cannabis and substance misuse education campaigns.

2. MDH mission, values, and communications standards.

c. Stay current and adhere to the state of Minnesota’s Accessibility Policies and Standards (https://mn.gov/mnit/government/policies/accessibility/). State law requires state agencies, including their contractors, to adhere to federal standards for accessible documents and websites. Ensuring all content meets accessibility standards.

d. Conduct a kickoff meeting with MDH to refine deliverables, timelines, and approval processes. Contractor deadlines will vary based on the scope, complexity, and level of effort required for each deliverable.

2. Coordinate approvals for work plans, media plans, creative assets, and all deliverables. Upon submission of any listed product, MDH may require up to five business days for review. Follow-up revisions may be requested, and timelines may be adjusted as needed based on MDH feedback.

1. Brand Management

3. Leverage MDH’s previously collected research—including focus group findings, interview data, environmental scan results, market research, and tested messages—to assess and refine the Be Cannabis Aware campaign for young adults (ages 18–25), and to guide the development of tailored messaging and campaign modifications.

3. Maintain and strengthen the Be Cannabis Aware brand using science-based, culturally informed, and social-marketing best practices.

1. Campaign Development, Implementation, and Evaluation Campaign Strategy

a. Develop and implement a statewide campaign that raises awareness and promotes the Be Cannabis Aware campaign and includes the following:

i. Engages young adults ages 18–25, including those who use cannabis or have peers who use it. Engagement may include cocreating campaign messages and content, design elements, and media outreach strategies with young adult audiences.

ii. Prevents initiation of use among young adults under 21.

iii. Promotes safer use and safe storage practices among those 21 and older.

iv. Educates about risks during brain development, secondhand exposure, polysubstance use, and cannabis dependence.

v. Provides coping strategies and alternatives to cannabis use, especially related to mental health.

vi. Uses MDH’s pre-existing market research, tested messages, and audience insights.

vii. Tailors communication methods to cultural, linguistic, geographic, age, gender, and disability considerations.

b. Contractor shall propose measurable performance indicators, including awareness, engagement, reach, website utilization and behavioral intent metrics. Final performance measures will be established in collaboration with MDH during project initiation.

c. Work with MDH representatives to ensure that the prevention and education program complements existing campaigns related to substance use in Minnesota, including a related program for cannabis prevention and education for young adults and campaigns related to commercial tobacco and drug overdose prevention.

Creative Development

d. Produce culturally informed, equity centered creative materials that:

i. Shift social norms around cannabis use and other substances.

ii. Promote nonuse; or safer use and safe storage practices for those 21 and older.

iii. Reach populations disproportionately impacted by cannabis and substance misuse.

iv. Align with Be Cannabis Aware brand guidelines.

Digital Content, Marketing, Community Outreach and Media Planning

e. Develop, implement, and measure content and digital marketing strategies to support the campaign and ensure relevance to diverse target audiences.

f. Develop and implement non-media marketing strategies, such as community engagement, partnerships, influencer outreach, or experimental approaches, to reach diverse audiences beyond traditional media channels.

g. Plan, negotiate, and purchase statewide media to effectively reach diverse audiences and maximize budgets. This may include broadcast, print and out-of-home, digital, and other innovative or nontraditional media to reach populations most disparately impacted by the harms of cannabis and substance misuse. All media buy costs must be included in the contractor’s proposal budget.

Program Sustainability

h. Ensure program sustainability by guiding MDH staff through the communications activities, processes, and tools needed to maintain the program after its initial launch and throughout the contract period, and to continue this work independently without contractor support once the contract concludes.

Program Management

i. Provide strong management and outstanding client service, including but not limited to detailed billings, creative briefs, weekly status reports, production timelines and calendars, and service reports to record decisions and next steps.

Evaluation

j. Participate in campaign evaluations and reporting as directed by MDH.

Digital Media Management

k. Serve as an administrator for the Be Cannabis Aware website during the contract period. This includes delivering a refreshed website design, providing ongoing website administration, and holding content and publishing authority for campaign materials. To support long-term sustainability, the contractor will also guide MDH staff through the communications activities, processes, and tools needed to maintain and update the site after the contract period concludes, ensuring MDH can continue this work without contractor support.

l. Develop, update, and manage website content and design in partnership with MDH.

m. Follow best practices and MDH guidelines to create an inclusive and accessible user experience for all digital content.

n. Track and analyze web performance data to optimize content and provide strategic recommendations.

Educational Content

o. The program may include education on:

i. Adverse health effects of cannabis exposure during young adult brain development.

ii. Risks associated with cannabis flower, cannabis products, lower potency hemp edibles, and hemp derived consumer products.

iii. Harms of secondhand smoke and accidental ingestion.

iv. Signs and symptoms of cannabis dependence and substance use disorder.

v. Common misconceptions associated with cannabis products and use, including statewide data on trends in use and perceptions.

vi. Coping strategies, treatment options, and support resources.

vii. Harm reduction strategies and safe storage practices for young adults 21 and older who choose to use.

viii. Risks of polysubstance use.

p. All materials must be culturally, geographically, and gender responsive and suitable for use by individuals, local public health, Tribal health partners, and community organizations serving young adults.

Additional Considerations

q. To strengthen campaign effectiveness, the contractor should also consider:

i. Audience segmentation (e.g., college students, young parents, rural young adults, LGBTQIA+ young adults, and Tribal young adults).

r. The selected contractor is encouraged to use creative approaches to engage the young adult (ages 18-25) priority population throughout the project. Approaches may include:

i. Partnership engagement with young adult-serving organizations, Tribal partners, and culturally specific community groups.

ii. Influencer or peer-led strategies to increase credibility and reach.

iii. Continuous improvement loops, using real-time analytics to refine messaging and media placement.

SECTION 3 – PROPOSAL INSTRUCTIONS AND ADDITIONAL INFORMATION

1. Anticipated Contract Term.

The term of this contract is anticipated to be from October 15, 2026 – June 30, 2028, with the option to extend up to an additional three years in increments determined by the State.

Funding.

The total funding available for this project is up to $800,000 for the contract period ($400,000 per fiscal year) and up to $2,000,000 with extensions.

Preferred Skills and Qualifications.

The Responder may subcontract as necessary to meet the needs of the project. The Contractor will manage all subcontracts. Responders should clarify where they have the in-house capacity and talent to meet RFP deliverables and where they will have to subcontract. All deliverables, including those of any subcontractors, are expected to be included in the proposal budget. Any stipends or funds intended to compensate individuals for their engagement throughout the phases of work should be included in the proposed budget.

Preferred qualifications include:

· Experience working on social marketing campaigns in Minnesota.

· Experience working on prevention and education campaigns.

· Education and experience related to substance use topics, including prevention, education, and harm-reduction approaches.

· Experience working on campaigns focused on youth and young adults ages 25 and under.

· Community engagement expertise, including experience engaging diverse groups of young people in meaningful and authentic ways.

· Demonstrated cultural competency and experience in linguistic inclusivity.

· Commitment to equity and inclusion in communications.

· Ability to utilize qualitative and quantitative data for decision-making.

· Collaborative approach and strong project management skills.

· Strong knowledge of diverse Minnesota audiences.

· Based in Minnesota.

Question and Answer Instructions.

All questions should be submitted no later than the date and time listed in Section 1, Instructions to Responders. The State is not obligated to answer questions submitted after the question due date and time.

Only personnel listed above are authorized to discuss this solicitation with responders. Contact regarding this solicitation with any personnel not listed above could result in disqualification. This provision is not intended to prevent responders from seeking guidance from state procurement assistance programs regarding general procurement questions.

If a Responder discovers any significant ambiguity, error, conflict, discrepancy, omission, or other deficiency in the solicitation, please immediately notify the contact person detailed above in writing of such error and request modification or clarification of the document.

Additional Tasks or Activities.

Responders are encouraged to propose additional tasks, activities, or goods above and beyond the scope of what is requested in this solicitation if they will substantially improve the results of this procurement. Any costs associated with these additional tasks, activities, or goods should be clearly marked and separated from costs associated with the tasks, activities, or goods specifically requested under this solicitation. Because cost is a factor in the evaluation of responses to this solicitation, failure to separate costs for additional tasks, activities, or goods may result in those costs being included in a responder's cost proposal and result in a lower cost score for that proposal.

SECTION 4 – PROPOSAL CONTENT

Proposals must include all required proposal materials, including attachments. Do not provide any materials that are not relevant to the scope of work described in this RFP, as such materials will not be considered nor evaluated. Please note the maximum page limit for each portion of the proposal content. The page limit includes all content, as well as any images or graphics the applicant chooses to incorporate.

Please submit the following information:

Qualifications and Experience (10 Page Maximum) Responder should provide an outline of background and experience with examples of similar work done by the responder and a list of personnel who will conduct the project, detailing their training and work experience, including how the responder meets the Preferred Skills and Qualifications listed above in Section 3. Resumes or other information about project personnel should not, if possible, contain personal telephone numbers, home addresses, or home email addresses. If it is necessary to include personal contact information, please clearly indicate in the response that personal contact information is being provided.

Please also include information that describes the responder’s experience in the following areas:

· Developing and implementing brand identities, including but not limited to brand platform, graphic components and assets like logos, and brand guidelines.

· Enhancing, expanding, or building upon existing brand identities to ensure consistency and alignment across materials.

· Developing, implementing, and measuring content strategies, including but not limited to digital advertising, using data analytics to optimize campaigns, website development, and compliance with the State of Minnesota’s accessibility standards. See Accessibility | Policies & Standards (https://mn.gov/mnit/government/policies/accessibility/)

· Developing and implementing a public relations plan, including but not limited to generating earned media, measuring results, building and maintaining relationships with media, and event support.

· Creating and producing impactful creative, including but not limited to message or concept testing and evaluating effectiveness of creative.

· Planning, negotiating, and buying media across Minnesota.

· Effective account management and client service.

· Evaluating the effectiveness of marketing campaigns targeting diverse audiences, including youth and/or young adults ages 18-25.

· Collaborating with other organizations.

· Creating cause-related, social norm and behavior change campaigns or health-related work, preferably on substance use prevention topics.

· Engaging or working directly with youth and/or young adults ages 18-25 in the development, design, and implementation of a media campaign.

Work Plan (10 Page Maximum) Responder should provide a description of the deliverables to be provided by the responder, along with a detailed work plan that identifies the major tasks to be accomplished, and the corresponding timeline, that will be used as a scheduling and management tool, as well as the basis for invoicing. Do not list cost detail. If the cost detail is included in this section, the State may disqualify the proposal as non-responsive. Responder should provide a statement of the objectives, goals, and tasks to show or demonstrate the responder's view and understanding of the nature of the contract, and what makes the responder uniquely suited for this work.

Letter(s) of support Responder should submit a minimum of one but no more than three letters of support from Minnesota community-based organizations confirming their commitment to collaborate on program development and implementation activities. The letter(s) should detail which communities the organization intends to reach, how long the organization and the Responder have worked together, and how the collaboration will benefit the project.

Case Study (No Page Maximum) Include one case study demonstrating the development and implementation of a public health social marketing campaign focused on youth and/or young adults ages 18-25. If the responder does not have a case study focused on youth and/or young adults ages 18-25, they may provide a case study of a public health social marketing campaign focused on a diverse community.

Diversity, Equity, and Inclusion (3 Page Maximum)

· Describe how responder’s policies and practices promote diversity, equity, and inclusion in areas such as:

· Hiring practices

· Subcontracting

· Engaging and working with intended audiences and relevant communities in project

· Design

· Development

· Implementation

· Evaluation

· Developing culturally relevant and linguistically appropriate content

· Translate or trans creating materials to languages other than English

· Detail the responder’s demographic breakdown and any other information pertinent to efforts in this area.

Accessibility of Services or Products The responder should complete, in an accessible format, a VPAT® 2.5 INT (November 2023) for all software, hardware, and websites (as applicable) as proposed in response to the solicitation. Vendors can use the VPAT form from the ITIC VPAT site. Vendors should complete the Section 508 and WCAG 2.1A and AA sections. The EN 301 549 section can be left blank or deleted. For systems with multiple interfaces (such as an admin and user interface), report on each interface whether in the same or separate VPATs. These documents may be scored according to the solicitation evaluation.

Responders are encouraged to reference the “Vendor VPAT Guidance” in the “Products” tab on the Accessible IT Procurement page (http://mn.gov/mnit/programs/accessibility/it-procurement.jsp) for information and instructions on completing the VPATs. Respondents should also review the related guidance documents on the same site for solicitation reviewers to understand expectations. The responder is strongly encouraged to provide remarks and explanation that both support compliance and detail any deficiencies, as even if you claim “supports” unless there are remarks and explanations, you may score low.

Cost Detail (No Page Maximum). Complete and submit Attachment C, “Cost Detail,” attached to this solicitation. All media buy costs must be included in the contractor’s proposal budget.

License Agreements, Maintenance Agreements, or Other Terms and Conditions.

The State may require Responder to provide any license agreements, maintenance agreements or any other terms and conditions relevant to the work under a resulting contract. Review and approval by the State will be required prior to contract execution. In the event Responder fails to comply with a request under this provision, Responder agrees that it will not seek to enforce terms and conditions of any such agreement against the State. Further, failure to provide any of the pertinent documents upon request may result in the State not agreeing to sign any additional documents, rejecting your response, or cancelling the award.

Submit all requested documentation, including, but not limited to, the following documents:

1. Attachment A: Responder Declarations

2. Attachment B: Exceptions to State's Standard Terms and Conditions

3. Attachment C: Cost Proposal

4. Attachment D: Responder Forms

a. Veteran-Owned Preference Form

b. Workforce and Equal Pay Declaration Page

5. Attachment E: Letter(s) of Support

DO NOT INCLUDE Non-Public/Trade Secret data (as defined by Minn. Stat. § 13.37).

SECTION 5 – EVALUATION PROCEDURE AND CRITERIA

The State will conduct an evaluation of responses to this Solicitation. The evaluations will be conducted in three phases:

Phase 1 - Review responses for responsiveness and pass/fail requirements Phase 2 - Evaluate responses Phase 3 - Select finalist(s)

1. Phase 1 – Responsiveness and Pass/Fail Requirements The purpose of this phase is to determine if each response complies with mandatory requirements. The State will first review each proposal for responsiveness to determine if the Responder satisfies all mandatory requirements. The State will evaluate these requirements on a pass/fail basis.

Mandatory Requirements. The following will be considered on a pass/fail basis:

· Responses must be received by the due date and time specified in this RFP (See STEP 1 under Section 1).

· Responder must complete and submit all required forms and requested documents of the proposal listed in Section 4.

· Responder must have experience developing and implementing an education campaign at a statewide level with diverse individuals.

· Responder must include a minimum of one but no more than three letters of support from Minnesota community-based organizations confirming their commitment to collaborate on program development and implementation activities.

Phase 2 - Evaluate Responses Only those responses found to have met Phase 1 criteria will be considered in Phase 2.

The factors and weighing on which responses will be evaluated are:

Preference points are described under Solicitation Terms and will be applied to the total score after points have been awarded.

Phase 3 - Select Finalist(s) Only those responses that have been evaluated under Phase 2 shall be eligible for Phase 3.

The State will make its selection based on best value, as determined by this evaluation process. The State reserves the right to pursue negotiations on any exception taken to the State’s standard terms and conditions. In the event that negotiated terms cannot be reached, the State reserves the right to terminate negotiations and begin negotiating with the next highest scoring responder or take other actions as the State deems appropriate. If the State anticipates multiple awards, the State reserves the right to negotiate with more than one Responder.

It is anticipated that the evaluation and selection will be completed by September 25, 2026.

SECTION 6 – UNENFORCEABLE TERMS AND SOLICITATION TERMS

Unenforceable Terms As of July 1, 2025, certain terms are unenforceable in state contracts. See Session Laws, 2025 Regular Session, Chapter 39, Article 2, Section 45.

Unenforceable terms

(a) A contract entered into by the state shall not contain a term that:

(1) requires the state to defend, indemnify, or hold harmless another person or entity, unless specifically authorized by statute;

(2) binds a party by terms and conditions that may be unilaterally changed by the other party;

(3) requires mandatory arbitration;

(4) attempts to extend arbitration obligations to disputes unrelated to the original contract;

(5) construes the contract in accordance with the laws of a state other than Minnesota;

(6) obligates state funds in subsequent fiscal years in the form of automatic renewal as defined in section 325G.56; or

(7) is inconsistent with chapter 13, the Minnesota Government Data Practices Act.

(b) If a contract is entered into that contains a term prohibited in paragraph (a), that term shall be void and the contract is enforceable as if it did not contain that term.

Solicitation Terms

1. Competition in Responding The State desires open and fair competition. Questions from responders regarding any of the requirements of the Solicitation must be submitted in writing to the Solicitation Administrator listed in the Solicitation before the due date and time. If changes are made the State will issue an addendum.

Any evidence of collusion among responders in any form designed to defeat competitive responses will be reported to the Minnesota Attorney General for investigation and appropriate action.

Addenda to the Solicitation Changes to the Solicitation will be made by addendum with notification and posted in the same manner as the original Solicitation. Any addenda issued will become part of the Solicitation.

Data Security - Foreign Outsourcing of Work is Prohibited All storage and processing of information shall be performed within the borders of the United States. This provision also applies to work performed by subcontractors at all levels.

Joint Ventures The State allows joint ventures among groups of responders when responding to the solicitation. However, one responder must submit a response on behalf of all the others in the group. The responder that submits the response will be considered legally responsible for the response (and the contract, if awarded).

Withdrawing Response A responder may withdraw its response prior to the due date and time of the Solicitation. For solicitations in the SWIFT Supplier Portal, a responder may withdraw its response from the SWIFT Supplier Portal. For solicitations done any other way, a responder may withdraw its response by notifying the Solicitation Administrator in writing of the desire to withdraw.

After the due date and time of this Solicitation, a responder may withdraw a response only upon showing that an obvious error exists in the response. The showing and request for withdrawal must be made in writing to Solicitation Administrator within a reasonable time and prior to the State’s detrimental reliance on the response.

Rights Reserved The State reserves the right to:

· Reject any and all responses received;

· Waive or modify any informalities, irregularities, or inconsistencies in the responses received;

· Negotiate with the highest scoring Responder[s];

· Terminate negotiations and select the next response providing the best value for the State;

· Consider documented past performance resulting from a State contract may be considered in the evaluation process;

· Short list the highest scoring Responders;

· Require Responders to conduct presentations, demonstrations, or submit samples;

· Interview key personnel or references;

· Request a best and final offer from one or more Responders;

· The State reserves the right to request additional information ; and

· The State reserves the right to use estimated usage or scenarios for the purpose of conducting pricing evaluations. The State reserves the right to modify scenarios, and to request or add additional scenarios for the evaluation.

Samples and Demonstrations Upon request, Responders are to provide samples to the State at no charge. Except for those destroyed or mutilated in testing, the State will return samples if requested and at the Responder’s expense. All costs to conduct and associated with a demonstration will be the sole responsibility of the Responder.

Responses are Nonpublic during Evaluation Process All materials submitted in response to this Solicitation will become property of the State. During the evaluation process, all information concerning the responses submitted will remain private or nonpublic and will not be disclosed to anyone whose official duties do not require such knowledge. Responses are private or nonpublic data until the completion of the evaluation process as defined by Minn. Stat. § 13.591. The completion of the evaluation process is defined as the State having completed negotiating a contract with the selected responder. The State will notify all responders in writing of the evaluation results.

Trade Secret Information Responders must not submit as part of their response trade secret material, as defined by Minn. Stat. § 13.37.

In the event trade secret data are submitted, Responder must defend any action seeking release of data it believes to be trade secret, and indemnify and hold harmless the State, its agents and employees, from any judgments awarded against the State in favor of the party requesting the data, and any and all costs connected with that defense.

The State does not consider cost or prices to be trade secret material, as defined by Minn. Stat. § 13.37.

A responder may present and discuss trade secret information during an interview or demonstration with the State, if applicable.

Conditions of Offer Unless otherwise approved in writing by the State, Responder’s cost proposal and all terms offered in its response that pertain to the completion of professional and technical services and general services will remain firm for 180 days, until they are accepted or rejected by the State, or they are changed by further negotiations with the State prior to contract execution.

Award Any award that may result from this solicitation will be based upon the total accumulated points as established in the solicitation. The State reserves the right to award this solicitation to a single Responder, or to multiple Responders, whichever is in the best interest of the State, providing each Responder is in compliance with all terms and conditions of the solicitation. The State reserves the right to accept all or part of an offer, to reject all offers, to cancel the solicitation, or to re-issue the solicitation, whichever is in the best interest of the State.

Requirements Prior to Contract Execution Prior to contract execution, a responder receiving a contract award must comply with any submittal requests. A submittal request may include, but is not limited to, a Certificate of Insurance.

Targeted Group, Economically Disadvantaged Business, Veteran-Owned and Individual Preference Unless a greater preference is applicable and allowed by law, in accordance with Minn. Stat. § 16C.16, businesses that are eligible and certified by the State as targeted group (TG) businesses, economically disadvantaged (ED) businesses, and veteran-owned businesses will receive points equal to 12% percent of the total points available as preference.

For TG/ED/VO certification and eligibility information visit the Office of Equity in Procurement website at https://mn.gov/admin/business/vendor-info/oep/ or call the Division’s Helpline at 651.201.2402.

Reciprocity State shall comply with Minn. Stat. § 16C.06, subd. 7, as that applies to a non-resident vendor. This paragraph does not apply for any project in which federal funds are expended.

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