Bid for responsible gaming advertising

The Michigan Gaming Control Board is requesting proposals for strategic communications, outreach, marketing, and promotional services supporting responsible gaming initiatives under RFP No. 260000002247, with proposals due July 16, 2026 at 1:00 p.m. EST. This is a statewide marketing and advertising engagement with a budget of $3 million per fiscal year and a three-year contract term with potential renewal for up to two additional one-year periods.

The scope encompasses comprehensive marketing and advertising to promote responsible gaming practices, problem gambling resources, and the Don't Regret the Bet campaign to Michigan residents engaging in casinos, horse racing, internet gaming, sports betting, and lottery. Deliverables include strategic planning and development, annual communication and marketing plans, market research, media management and creative development (30-second TV spots, 30–60 second radio spots, and 15-second internet pre-roll), media plan development, negotiations and placement services, production, special events, and website content development. The target audience spans current gamblers and youth ages 12 and older.

Compensation is structured as a commission-based pricing model where the contractor proposes a fee percentage covering all costs for campaign and account management, communication and marketing, market research, project management, creative and production services, and overhead. All media volume discounts and early payment discounts must pass through to the State. Media buys, licensing fees, talent renewals, and third-party costs are billed at cost with no markup; overtime, holiday pay, travel, and out-of-pocket expenses are not reimbursable.

Technical evaluation is weighted equally across four categories—Statement of Work Sections 1, 2–5, 6–8, and the Vendor Questions Worksheet (25 points each)—with a minimum score of 80 points required for pricing evaluation. Questions are due July 2, 2026, with answers posted by July 9, 2026. The anticipated project start date is October 1, 2026. The State reserves the right to conduct site visits, require oral presentations, perform reference checks, and negotiate with one or more bidders on price and terms.