Launch to legacy media campaign

The South Carolina Department of Commerce is seeking a full-service media and marketing agency to develop and execute the Launch to Legacy (L2L) Media Campaign, a comprehensive paid media strategy targeting C-suite decision makers in domestic and international markets. The campaign aims to promote South Carolina's strategic framework sectors, including advanced energy, biotech/life sciences, headquarters relocation, and research and development. The selected contractor must provide qualitative and quantitative research to identify key business relocation factors, develop creative and brand strategies, and implement a multi-channel media campaign across traditional (TV, radio, print), digital (streaming, OTT, geofence, display, SEO), and social media platforms. Key deliverables include featuring at least three South Carolina businesses in the campaign, establishing measurable performance indicators, and developing strategic media content. The procurement timeline includes a pre-bid conference on December 30, 2024, at 10:00 AM ET, a question submission deadline of December 30, 2024, at 4:00 PM ET, and proposal submissions due on January 31, 2025, at 11:00 AM ET. The anticipated contract start date is April 1, 2025, with campaign deployment expected by September 15, 2025, and an award notification anticipated on March 19, 2025.

The solicitation does not specify any specific small business set-asides or restrictions on organizational types. Potential bidders must be full-service agencies with a minimum of ten years of experience in brand development, creative capacities, research, media training, and strategic implementation, including 3-5 years of experience in international media buys. While no incumbent vendor is mentioned, the contractor must maintain key personnel throughout the contract term and provide weekly progress calls and monthly reports with budget and analytics. The contract will have an initial one-year term with four optional one-year renewals, allowing for a maximum five-year contract period. Although the total contract budget is not explicitly disclosed, the solicitation requires that 50 percent of total contract costs be allocated to media placement and 50 percent to production costs. Bidders must submit one online proposal and one redacted copy, including detailed approach, work plan, key personnel qualifications, work samples, and references. The top three ranked proposals may be required to present in person on March 10-11, 2025, at the SC Department of Commerce office in Columbia.