Michigan State Lottery (MSL) Advertising Services

The State of Michigan, through the Michigan State Lottery, is soliciting proposals for comprehensive advertising services through Request for Proposal No. 260000000882. The procurement seeks a contractor to develop and execute multi-channel marketing and promotional strategies designed to maximize net proceeds from lottery ticket sales across retail channels (instant games, pull-tab games, and draw games) and online platforms. Key deliverables include annual marketing plans with product-by-product strategies, media recommendations with detailed rationale and budgets submitted two weeks prior to campaign start dates, creative briefs submitted two months before campaigns, and post-buy analysis reports due within two months of media buy completion. The contractor must provide expert services in creative development, media planning and buying, production, traffic management, market research, and promotional administration, with deliverables encompassing digital assets, print materials, videoboard signage, broadcast and video production, and streaming audio assets. Required qualifications include establishing a dedicated team with an Account Director (10+ years experience, 50% time), Account Supervisor (7+ years, 100% commitment), Creative Director (10+ years, 50% commitment), Media Director and Planners (10+ years experience), and supporting production and research staff. The evaluation process consists of a two-step approach: Step 1 assesses the Vendor Questions Worksheet (85 points) and Statement of Work requirements (195 points) with a minimum passing score of 224 of 280 points, while Step 2 involves an oral presentation on lottery product launch strategy covering campaign strategy, creative development, and media planning (60 points maximum, requiring 48 points minimum to advance). The proposal submission deadline is 11:50 a.m. Eastern on May 6, 2026, with a question submission deadline of April 15, 2026 and answers posted by April 24, 2026. The contract is scheduled to commence January 1, 2027, following a transition period beginning October 3, 2026.

The State of Michigan does not restrict this procurement to disadvantaged enterprises; however, if subcontractors performing more than 20% of deliverables are utilized, at least 20% of subcontracted work must be awarded to Michigan-based Geographically Disadvantaged Business Enterprises. The procurement offers Service-Disabled Veteran-Owned Business (SDVOB) preference consideration for qualified applicants. No incumbent vendors or current contractors are identified in the solicitation documents. The contractor must comply with comprehensive data security requirements including FedRAMP authorization or annual SSAE 18 SOC 2 Type II audits, maintaining State Data within continental United States data centers meeting Uptime Institute Tier 3 standards with FIPS validated AES encryption. The estimated contract value is $135,000,000 for the three-year base period with $45,000,000 per year for four optional one-year renewal periods, with pricing held firm throughout the contract term. The FY25 advertising budget allocation totals $39,777,988 across multiple media channels including television ($15,133,459), digital ($7,368,785), and radio ($7,659,353). All proposals must be submitted electronically through the SIGMA VSS system with documents in modifiable formats such as Microsoft Word or Excel, and contracts valued at $250,000 or greater require State Administrative Board approval.