Region 5 marketing campaign proposal-BAY arenac ISD

Bay-Arenac Intermediate School District (BAISD) is issuing a Request for Proposal (RFP) to procure comprehensive marketing services for the Region 5 MiFamily Engagement Center, a collaborative effort serving five intermediate school districts across eight Michigan counties with a combined student population exceeding 70,000. The selected marketing agency must design and execute a multi-phase regional campaign addressing three strategic priorities: strengthening family engagement, promoting early literacy development for children birth through 5th grade using Michigan Literacy Essentials concepts, and promoting healthy screen time habits under the Unplug and Play Great Lakes Bay brand. Deliverables include developing a cohesive campaign strategy with adaptable creative approach across all five ISDs, producing a comprehensive suite of print, digital, social media, and promotional assets, establishing visual identity and messaging frameworks, incorporating community storytelling and public awareness strategies, providing a detailed rollout plan with phased promotion, and delivering measurement methods for reach and engagement with continuous improvement recommendations. The campaign is scheduled to launch September 30, 2026, with project completion by September 30, 2027. Required qualifications include current Michigan business licensure and insurance, a minimum of three years' experience managing statewide or regional public awareness or education campaigns, demonstrated staffing expertise in creative development, media buying, analytics, and account management, and evidence of experience reaching multilingual or historically underserved audiences, along with mandatory ability to ensure ADA and Section 508 compliance for all digital materials. Sealed proposals must be submitted by July 7, 2026, at 1:00 p.m. to the BAISD Educational Service Center at 4228 Two Mile Road, Bay City, Michigan 48706, with questions due to Nicole Napolitano at napolitanon@baisd.net by June 23, 2026, at 4:00 p.m. ET. Award notification is scheduled for August 3, 2026, with contract execution by September 30, 2026. Evaluation criteria include depth of relevant experience and past performance (15 percent), quality and inclusivity of proposed approach (20 percent), capacity and qualifications of team (30 percent), cost-effectiveness and value (20 percent), references and finalist interviews (10 percent), and proximity or familiarity with Region 5 communities (5 percent).

The procurement does not specify set-aside designations for disadvantaged enterprises or restrictions limiting response to particular organizational types; however, all respondents must demonstrate commitment to equal employment opportunity and have no record of default or terminated contracts within the past five years. No incumbent vendors or current contractors are identified in the RFP, and there is no reference to existing infrastructure or technology requiring integration. The proposed budget must not exceed $125,000 for the contract period through September 30, 2027, with itemized costs required for creative development, media planning and buying, analytics, and account management. All campaign materials and deliverables, including creative files, footage, design files, web code, and performance data, become property of the district upon final payment. The funding source for this procurement is the MiLEAP-funded 35i Family Engagement Grant, and the selected agency will be required to provide monthly analytic reports and campaign summaries during scheduled virtual meetings with program directors.