Famli full-service communications and marketing services
Closed State & local contract opportunity Posted
- Solicitation number
- BPM043000
- State
- Maryland
- Responses due
Opportunity facts
Opportunity details come from emma.maryland.gov. Updated .
About this opportunity
The state of Maryland is seeking proposals for a three-year base period contract, with a one-year option, to provide full-service communications and marketing services for the state's new Family and Medical Leave Insurance (FAMLI) program. The selected vendor will be responsible for developing a strong brand identity and awareness-raising strategies to engage both workers and employers ahead of key program milestones, including the initial compliance deadline in July 2025 and the benefits launch in July 2026. Key deliverables include advertising campaigns, website design, market research, branding, messaging, and comprehensive marketing and communications planning. The vendor must have prior experience executing statewide awareness initiatives and designing websites using WordPress or SharePoint. Proposals will be evaluated based on the offeror's overall evaluated total price.
The procurement has established Minority Business Enterprise (MBE) and Veteran-Owned Small Business Enterprise (VSBE) subcontracting goals of 15% and 2% respectively. All prime and subcontractor firms must be certified through the Maryland Department of Transportation (MDOT) or the state's eMMA program. While a prime contractor is not required to be certified, they must partner with certified MBE and VSBE firms to meet the participation goals. The total anticipated contract value, including a $4.25 million pass-through budget for media purchases, is approximately $6.05 million.
Opportunity text
- FAMLI needs a strong brand identity that will raise awareness about the new system among Maryland workers and employers, especially ahead of the initial compliance deadlines (expected to be in July 2025) and benefits launch (expected to be in July 2026).
- The brand and marketing strategies will need to speak to a diverse set of stakeholders, including workers of all sectors and employers of all sizes.
- During the course of this contract, FAMLI will undergo exponential growth as the full system comes to fruition and the program will have a number of competing priorities. The branding and marketing need of FAMLI and the level of activity will fluctuate over time with the highest needs being ahead of the first compliance deadline (expected to be in July 2025) and when benefits are launched (expected to be in July 2026). Unforeseen needs and challenges are inevitable.
- The brand should help employers and workers alike easily identify the new system, understand its requirements, and get excited about its benefits. The benefits for workers are different than those for employers, and FAMLI needs a brand that can speak to both.
- The core messaging of the brand will need to evolve over time. In the initial phases of implementation, the brand will be leveraged to drive knowledge and compliance, especially amongst employers and workers who will see a payroll deduction. In the lead up to and after benefits launch, the brand will be used to raise awareness and encourage benefits applications. Additionally, messaging and creativity will need to be nimble enough to accommodate consistent changes to program designs and processes, as the system is being created.
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