Notice of Intent to Award RFP 260000002247

The Michigan Gaming Control Board is issuing a Notice of Intent to Award RFP 260000002247 for responsible gaming advertising services, with the award recommendation period closing August 31, 2026, pending State Administrative Board approval.

The Board recommended award to Gud Marketing, Inc., at $3 million over a three-year term with up to two one-year renewal options. Gud Marketing, Inc. holds Geographically-Disadvantaged Business Enterprise (GDBE) status. Five vendors submitted proposals: Michigan Blueprint Strategies dba Change Media Group LLC, Gud Marketing, Inc., King Media, Lambert Global LLC, and Simons-Michelson-Zieve, Inc.

The scope encompasses responsible gaming advertising campaign development, media placement, and execution across multiple phases aligned with the Michigan Gaming Control Board's responsible gaming mission. A Joint Evaluation Committee comprising eight members from the External Affairs & Responsible Gaming and Administration divisions evaluated proposals on three technical criteria: Schedule A, Statement of Work, Section 1 (39 points); Schedule A, Statement of Work, Sections 2–4 (31 points); and Vendor Questions Worksheet (30 points), totaling 100 points. Vendors scoring 80 or more points advanced to price evaluation.

Gud Marketing, Inc. achieved a technical score of 99.5 out of 100. Best-value selection factors included the vendor's flat 6 percent media commission across all pricing tiers (most cost-effective among bidders), a structured three-phase framework, 48 years of concurrent State of Michigan campaign management experience with a named project-management system, and directly comparable public-sector behavior-change campaign experience with quantified outcomes. Competing bidders scored 99–100 points with blended hourly rates between $100–$140 and commission structures ranging from 6–15 percent depending on contract value tiers.

Marina Kotsifis, Solicitation Manager, is available to conduct debriefing sessions with unsuccessful bidders. The RFP was originally posted June 25, 2026, with proposals due July 23, 2026.