MidAtlantic Lottery rolls the dice with Advertising RFP

Steve’s breakdown: Maryland is the state, the budget is around $14 million and proposals are due October 10th. Check in with the Senior Advertising Manager, Barbara Jones-Frederick, at barbara.jones-frederick@maryland.gov and (410) 230-8826 for the RFP.

BALTIMORE, MD: The Maryland State Lottery and Gaming Control Agency is looking for firms to handle its advertising and marketing needs for at least the next three years.

The agency has issued a request for proposals seeking firms to handle two contracts: one for creative development and production services, and the other for media planning and buying.

It’s a major contract that will likely draw interest from a number of advertising firms across the region. Baltimore ad firm GKV holds the current contract with the state lottery and gaming control agency, which expires on Jan. 31. David Blum, a senior vice president for GKV, declined to comment.

A pre-bid conference meeting took place Wednesday at the lottery’s offices at Montgomery Park. Proposals are due on Oct. 10.

The firm, or firms, will be awarded a fixed-price contract that could be adjusted depending on budgetary changes. The lottery and gaming control agency’s budget in fiscal 2017 was $15.5 million. Spending for the current fiscal year is estimated to be $13.3 million and the agency projects spending for fiscal 2019 to be $14.5 million. The contract will pay a monthly flat fee.

The initial term for the contracts is three years and five months, spanning from Feb. 1, 2019 to June 30, 2022. If the agency exercises renewals, the contract could be up to five years and 11 months.

Responsibilities will include producing advertising and marketing materials; designing and producing point-of-sale materials. The firm, or firms, will also handle digital and social media advertising and media buying. They will also have to assist with the graphic design for one to four of the lottery’s 50 scratch-off games it launches per year.

Attendance at weekly meetings with the Maryland Lottery staff at its offices in Montgomery Park is also required.

“The Contractor shall become a partner with MLGCA in the development and evolution of its business, brand and product portfolio in order to further the MLGCA’s mission of providing funds to the State’s General Fund,” according to the RFP.

Another responsibility includes handling sponsorships. The Maryland Lottery has sponsorship deals with the Ravens, Orioles, Redskins and MASN. Higher education partnerships include the University of Maryland, Towson University and Morgan State University.

Maryland’s lottery and gaming control agency contributes the fourth-most amount of revenue to the state’s general fund behind individual, corporate and sales and use taxes. Net general fund revenue in fiscal 2017 was $483.8 million, according to state budget documents.


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