MET/MiABLE ADVERTISING AND MARKETING RFP

The Michigan Department of Treasury has issued a Request for Proposal for comprehensive marketing and advertising services for two state programs: the Michigan Education Trust (MET), a Section 529 prepaid tuition program, and the Michigan Achieving a Better Life Experience (MiABLE) program. The procurement seeks an advertising and marketing agency to develop and execute a full-service marketing strategy including communication plan development, market research, social media and digital media strategy, creative concept development, media production (television, radio, and digital), media plan development, media negotiation and placement, public relations services, and project management. Proposals must be submitted by 3:00 p.m. Eastern on May 8, 2026, with questions due by April 20, 2026, and an anticipated contract start date of October 1, 2026. The contract term is three years with potential renewal for up to two additional one-year periods at the State's discretion. Evaluation criteria include technical requirements and scope of work (30 points), staffing qualifications (25 points), delivery capabilities (30 points), and vendor questions (15 points), with a minimum threshold of 80 points required for pricing consideration. Award will be made to the responsive and responsible bidder offering the best value to the State.

Contractors must identify at least 12 Key Personnel per program (24 total) and designate one Program Manager per program. If subcontractors are utilized for more than 20% of deliverables, at least 20% of subcontracted work must be awarded to Michigan-based Geographically Disadvantaged Business Enterprises (GDBEs). Pricing must include a fixed annual Account Management Fee covering all management, communications, marketing, research, project management, creative, production, and overhead costs, plus a Media Placement Agency Fee percentage for media services. Contractors must also provide hourly rates for eleven specified positions and pass through all cost reductions, including media volume discounts and early payment discounts, to the State without markup. No prepayment is permitted, and subcontracted work must be billed at cost with no markups or fees. The RFP establishes Service Level Agreements with penalties for late transition work, project management delays, late project plans, and late reporting. No specific budget range or incumbent vendor information is disclosed in the RFP documentation.