MET/MiABLE ADVERTISING AND MARKETING RFP

The State of Michigan is seeking a contractor to provide marketing and advertising services for the Michigan Education Trust (MET) and Michigan Achieving a Better Life Experience (MiABLE) programs. The contractor will be responsible for developing and implementing a comprehensive marketing and advertising strategy to promote these programs. The scope of work includes market research, creative development, media planning and buying, and campaign evaluation. The contract is expected to begin on October 1, 2026, and will run for three years, with the option to renew for up to two additional one-year periods. Some key requirements for the contractor include: * Developing a project plan and timeline * Providing regular progress reports and campaign metrics * Ensuring compliance with the State's accessibility standards for digital content * Maintaining a line of credit to pay subcontractors * Passing on any cost savings to the State * Providing a detailed breakdown of the account management fee and media placement agency fee * Proposing a commission percentage for media placement services * Providing hourly rates for various positions, including contractor representative, account manager, and creative director.