MET/MiABLE ADVERTISING AND MARKETING RFP

The Michigan Department of Treasury issued a Request for Proposal (RFP No. 2600000001532) seeking comprehensive marketing and advertising services for two state programs: the Michigan Education Trust (MET) Section 529 prepaid tuition program and the Michigan Achieving a Better Life Experience (MiABLE) savings program. The procurement requires vendors to provide full-service marketing and advertising capabilities including communication plan development, market research, social media and digital media strategy, creative concept development, television and radio production, media planning and placement, public relations services, and project management. The primary deliverables include developed campaigns promoting both programs, with success measured through new accounts opened, monthly dollars deposited, impressions, clicks, and ad performance metrics. Target audiences include households with incomes exceeding $75,000 with children ages newborn through 8th grade, as well as grandparents, guardians, relatives, Michigan businesses, and charitable foundations for MET; and individuals with disabilities, parents of children with disabilities, disability advocacy groups, and businesses employing individuals with disabilities for MiABLE. Evaluation criteria weight technical proposals as follows: Requirements (30%), Staffing (25%), Delivery Capabilities (30%), and Vendor Questions Worksheet (15%), with proposals scoring 80 or more points advancing to price evaluation. The original proposal deadline was May 8, 2026, which was extended to May 12, 2026, at 3:00 p.m. Eastern Standard Time; bidders were required to submit questions by April 20, 2026, with answers posted by April 29, 2026. The anticipated contract start date is October 1, 2026, for an initial three-year term with options to renew for up to two additional one-year periods at the State's discretion, including a three-month transition period beginning October 3, 2026.

Subcontractors performing more than 20% of deliverables must ensure that at least 20% of that subcontracted work is awarded to Michigan-based Geographically Disadvantaged Business Enterprises (GDBE), unless an exemption is granted. The incumbent contractor is the current partner under Master Agreement No. 210000000195, which became effective April 8, 2021. Vendors must maintain at least 12 key personnel per program (24 total) and appoint one program manager per program, with required hourly rates provided for 11 specified positions including Contractor Representative, Senior Level Strategic Counsel/Firm Principal, Account Manager, Creative/Art Director, Media Coordinator, Social Media Coordinator, Public Relations Coordinator, Billing Coordinator, Clerical, Production Coordinator, and Coder. 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 presented as a percentage commission for media placement and traffic services, with firm pricing for the entire contract term and no prepayment permitted. The RFP incorporates service level agreements with liquidated damages for failures to meet transition requirements ($1,500 plus $300 per day), project management timelines ($1,000 plus $200 per day), project plan submissions ($2,500 plus $500 per day), and reporting deadlines ($2,500 plus $500 per day). While specific budget ranges are not disclosed in the RFP documents, the State will award the contract to the responsive and responsible bidder offering the best value based on meeting minimum point thresholds and the combination of evaluation factors outlined in the RFP.