Notice of Intent to Award for RFP 250000001055

The Michigan Department of Technology, Management, & Budget (DTMB) and the Michigan Department of Health and Human Services (MDHHS) issued Request for Proposal (RFP) 250000001055 for Creative Media Advertising & Clearinghouse Services on January 21, 2025, with proposals due by February 18, 2025. The procurement sought comprehensive advertising and media services, with a focus on developing strategic messaging and media campaigns aligned with MDHHS objectives. The solicitation required bidders to demonstrate expertise in creative strategy, media planning, and clearinghouse services, with an emphasis on key personnel experience and documented knowledge of public health communication. The evaluation process was rigorous, involving a two-step technical review where bidders needed to achieve minimum scores of 152 in Step 1 and 80 in Step 2 to advance. Six total bidders submitted proposals, with five technically evaluated and three progressing to oral presentations. Evaluation criteria focused on messaging capabilities, media strategy, creative alignment, and overall technical proficiency.

The contract includes a three-year term with up to two potential renewal options and a total award value of $90,000,000. The recommended awardee, Brogan & Partners Advertising Consultancy, Inc., was selected based on the highest technical score of 184.5 and a perfect 100/100 in oral presentations. The pricing structure incorporates a 7.6% commission-based contractor fee and clearinghouse services pricing of $294,000.00. While the state intended to award at least 20% of work to Michigan-based Geographically Disadvantaged Business Enterprises (GDBEs), none of the final bidders were classified in this category. The procurement did not appear to have specific restrictions on organizational types, though technical capabilities and prior experience were critical evaluation components. The contract aims to establish a comprehensive media and advertising partnership to support MDHHS communication and outreach initiatives across various public health domains.