Farm Fresh Media Campaign

The Texas Department of Agriculture (TDA) is seeking a media firm to execute a comprehensive Farm Fresh Media Campaign through a Request for Proposal (RFP) numbered 5510000600. The campaign aims to promote the Texas Farm Fresh Initiative, focusing on encouraging student participation in local agricultural programs and connecting children with local agricultural products. The procurement will cover media planning and implementation across multiple channels, including billboard, digital, radio, and television public service announcement spots, along with targeted email communications. Respondents must demonstrate at least five years of marketing campaign management experience and provide detailed references. The RFP evaluation will utilize a best value standard, with 30% weighted for past performance and qualifications, 40% for the proposed service plan, and 30% for cost reasonableness. Key submission details include a response deadline of May 12, 2025, at 3:00 PM CST, with the initial contract term running from the effective date or June 1, 2025, through August 31, 2026, and potential renewals for up to three additional one-year periods.

The solicitation includes a 26% Historically Underutilized Business (HUB) subcontracting goal, which indicates a strong commitment to diversity in contractor selection. Respondents are required to submit a HUB Subcontracting Plan, financial capacity questionnaire, and data security requirements as part of their proposal. The total contract value is estimated to exceed $100,000, with TDA reserving the right to award to a single respondent or multiple respondents based on the established evaluation criteria. While no specific incumbent vendors are mentioned, the RFP suggests a competitive procurement process that welcomes qualified marketing firms with demonstrable experience in agricultural or educational campaign management. Potential respondents should carefully review all documentation, including the comprehensive RFP and associated exhibits, to ensure full compliance with the technical specifications and submission requirements. The procurement appears designed to maximize flexibility while ensuring high-quality media campaign development that effectively communicates the Texas Farm Fresh Initiative's goals.