Bullock Museum Media Buying

The State Preservation Board (SPB), a Texas state government agency, is soliciting proposals from media buying companies for the Bullock Texas State History Museum (TSHM). The selected company will assist TSHM in creating and implementing a paid advertising strategy to promote the museum's full experience, including exhibitions, theaters, programs, events, venue rentals, membership, gift shop, and on-site restaurant, with the goal of increasing revenue and attendance. The media buying services will utilize a strategic combination of digital channels such as display, programmatic, search engine marketing, pay-per-click, over-the-top, digital video, and digital radio/podcasts, as well as traditional advertising like billboards, print, and terrestrial radio. The initial contract term is one year, with two one-year renewal options. Proposals are due by September 5, 2024, and the contract is expected to begin in September 2024. The budget for this project is not to exceed $100,000 for the initial one-year period.

The SPB strongly encourages participation from Historically Underutilized Businesses (HUBs) and requires respondents to submit a completed HUB Subcontracting Plan outlining their good faith efforts to utilize Texas certified HUB vendors. The incumbent contractor, EXL Media, only handled the digital advertising component previously. While the SPB has no geographic preference, the contract will cover the Austin Designated Market Area (DMA), with potential expansion to San Antonio and Dallas. Pricing will be structured as fixed-cost agency fees with monthly or quarterly invoicing, and no travel expenses included in the $100,000 budget.