MVAA Creative and Marketing Services Awareness Campaign DS

The Michigan Department of Veterans Affairs (MVAA) is requesting proposals for statewide creative and marketing services for a veterans awareness campaign under RFP issued July 20, 2026, with proposals due August 10, 2026 at 3:00 p.m. EST. If subcontracted work exceeds 20% of deliverables, at least 20% of subcontracted work must be awarded to Michigan-based Geographically Disadvantaged Business Enterprises (GDBEs).

The scope encompasses strategic planning, market research, media development, media negotiation and placement, and production services across print, radio, television, digital, and outdoor channels. Deliverables include 30-second TV spots, 30/60-second radio spots, 15-second internet pre-roll, graphic design, TV and radio production, billboards, email marketing, social media graphics, and website content development. The contractor must acquire all rights to creative materials and concepts, including full buyout of talent rights in Michigan media for a minimum of four years if requested. All deliverables become property of the State.

The estimated budget is $3 million, subject to appropriation approval. The campaign runs January 1, 2027 through January 1, 2029, with project commencement October 1, 2026. Pricing must include variable blended hourly rates for creative design, production, communications, marketing, research, and implementation, plus a media placement agency fee expressed as a commission percentage for media purchases of $1 million and above. The contractor must pass through all cost reductions including volume discounts and unplaced media to the State; all media buys, licensing, talent renewals, and third-party services are billed at cost with no markup. The contractor must maintain a line of credit and make subcontractor payments without waiting for State reimbursement.

Evaluation is weighted across technical criteria: Schedule A Statement of Work Section 1 (25 points), Sections 2–5 (25 points), Sections 6–8 (25 points), and Vendor Questions Worksheet (25 points). Only proposals scoring 80 or more points advance to pricing evaluation. The State may consider qualified disabled veteran or service-disabled veteran-owned business (QDV/SDVOB) status. Questions are due July 27, 2026.