DNR - MWC Marketing and Advertising RFP

Background
In Public Act 246 of 2013, the Legislature created the Michigan Wildlife Council (MWC) effective as of March 27, 2014. The MWC oversees the expenditures from the Michigan Wildlife Management Public Education fund, which is derived by a $1 surcharge on all Michigan hunting base licenses and fishing licenses. The nine members of the MWC are appointed by the Governor and subject to the advice and consent of the Senate.
The purpose of this RFP is to secure the services of a Contractor that will develop, implement and manage a media-based public information program (the “Campaign”) to educate and influence the balance of the state’s population, approximately 80%, and achieve specific objectives related to hunting, fishing, and trapping.

Work Details
The Contractor will provide professional, strategic marketing, branding, communications and media-placement services to assist the MWC in developing and implementing campaign/s that will address priority goals as stated above. Activities include marketing research, coordination, planning, writing, graphic design, photography, video production, radio and television public service announcement and advertising production, social and digital media planning and purchasing, management of the existing website (Michigan Wildlife Council (hereformioutdoors.org)).
The work will involve meeting with MWC to review current research and campaign/s and make research-based strategic recommendations to achieve goals and outcomes. It will also include developing and implementing marketing plans to reach priority goals using a variety of media appropriate for the audience and within budget. Communications coordination and media support for special projects are also part of the scope. The Contractor will work in conjunction with MWC and the Michigan Department of Natural Resources (DNR).