IDFPR Cannabis Media Campaign RFP

The State of Illinois Department of Financial and Professional Regulation (IDFPR) is seeking a qualified advertising/communications firm to design, develop, and execute a multi‑year, state‑wide public‑education media campaign for Illinois’ legal cannabis market. The campaign must inform consumers about the benefits of purchasing from licensed dispensaries, the risks of illicit markets, responsible use, and provide resources for patients and the general public. Work is divided into five phases—research & concept development, creative content creation, rollout, ongoing impact assessment, and final reporting/training. The vendor must supply senior staff with at least five years of experience in statewide cannabis‑related campaigns, demonstrate prior non‑English media work, manage subcontractors to meet a 16 % BEP goal, and provide a full suite of digital services (website, social media, SEO, analytics). The contract begins after award (expected January 2027) and runs for an initial 1.5‑year term with two optional one‑year renewals. • Develop research‑driven messaging and target‑audience segmentation (young adults, seniors, low‑income, non‑English speakers, etc.). • Produce creative assets (TV, digital, social, print) and manage media buying across all channels. • Deliver monthly status reports, retain all source documentation, and provide a final impact assessment with training hand‑off to IDFPR. • Meet a 16 % Business Enterprise Program subcontracting goal and submit required diversity documentation.