Bid for responsible gaming advertising

The Michigan Gaming Control Board (MGCB) is seeking advertising and marketing services for a Responsible Gaming campaign through a second-tier procurement under the Statewide Advertising Services contract. The procurement aims to develop comprehensive communication strategies targeting Michigan residents who participate in gambling activities, with a specific focus on an emerging youth demographic ages 12+. Key deliverables include annual communication plans, market research, social and digital media strategies, sporting and special events support, and website content development for DontRegretTheBet.org. Bidders must submit questions by 9:00 a.m. EST on July 25, 2025, with answers posted by August 1, 2025, and proposals due by 1:00 p.m. EST on August 8, 2025. The technical proposal evaluation will assess vendor experience (25%), service capabilities (50%), and staffing (25%), with a minimum threshold of 80 points required for price evaluation consideration. Vendors must guarantee pricing for a minimum of 180 days from bid submission and will be subject to potential site visits, oral presentations, and reference checks.

The procurement uses a two-part pricing structure with a variable blended hourly rate for creative services and a tiered media placement agency fee commission based on spending levels. The State may consider service-disabled veteran-owned business preferences under Michigan law, potentially providing advantageous consideration for qualifying vendors. The estimated project budget is $3 million, with contract run dates to be determined. Contractors must pass through all cost reductions, including media discounts, to the State and note that overtime, travel, holiday pay, and out-of-pocket expenses are excluded from reimbursement. The pricing tiers for media placement agency fees are structured across three spending brackets: $0-$500k, $500k-$1M, and $1M+, with varying commission percentages. The State reserves the right to conduct comprehensive evaluations and select vendors based on their technical capabilities, experience, and proposed approach to the Responsible Gaming campaign.