MiLEAP - OHE Marketing Solicitation

The Michigan Department of Lifelong Education, Advancement, and Potential (MiLEAP) Office of Higher Education issued Direct Solicitation 260000000039 requesting marketing plan services for fiscal years 2027–2031, with proposals due August 4, 2026. The Notice of Intent to Award was issued August 28, 2026, recommending GUD Marketing as the selected contractor pending State Administrative Board approval. This is a post-award synopsis; the procurement phase is closed.

GUD Marketing, designated a Geographically Disadvantaged Business Enterprise (GDBE), scored 97 points across ten technical evaluation criteria: research and strategy, communications planning, media planning, creative development, stakeholder engagement, public relations, analytics, portfolio management, staffing, and vendor questions. The evaluation panel weighted all criteria at 100 points total. Competing bidders Lambert Global LLC and Michigan Blueprint Strategies DBA Change Media Group scored 89 and 83.5 points respectively.

The contract term is one year with up to four renewal options. Pricing proposals included variable blended hourly rates from $100 to $125 per hour and media placement agency commission percentages between 3% and 11% depending on spending levels. GUD Marketing was selected for best value based on strength of proposed strategy, understanding of the programmatic landscape, past performance, and creative capability. The solicitation was posted on SIGMA VSS from July 21 through August 4, 2026, and drew three bidders.

Award is pending State Administrative Board approval.