MARKETING SERVICES FOR REGION 5 ATTENDANCE, FAMILY ENGAGEMENT & SCREEN TIME AWARENESS CAMPAIGN

Bay-Arenac Intermediate School District Request for Proposal
for
MARKETING SERVICES FOR REGION 5 FAMILY ENGAGEMENT,
EARLY LITERACY & SCREEN TIME AWARENESS CAMPAIGN
Educational Service Center
4228 2 Mile Rd, Bay City, MI 48706
Proposals due: July 7, 2026, by 1:00 p.m.
Questions can be directed to napolitanon@baisd.net

BAY-ARENAC ISD
INVITATION TO BID
MARKETING SERVICES FOR REGION 5 ATTENDANCE, FAMILY
ENGAGEMENT & SCREEN TIME AWARENESS CAMPAIGN
NOTICE OF PROPOSAL
Bay-Arenac ISD is issuing this request for proposal (RFP) on behalf of the Region 5 MiFamily
Engagement Center, for a comprehensive marketing campaign that advances three priorities-
strengthening family engagement, promoting early literacy development birth through 5th grade
utilizing concepts from the Michigan Literacy Essentials, and promoting healthy screentime
habits under the Unplug and Play Great Lakes Bay branding-across Arenac, Bay, Clare,
Gladwin, Gratiot, Isabella, Midland, and Saginaw counties (collectively "Region 5").
The following Request for Proposal (RFP) is being provided to you for your consideration. To be
considered for this engagement, your firm must meet the qualifications and satisfy the
requirements set forth in this RFP.
Completed proposals must be received by 1:00 p.m. on Tuesday, July 7th, 2026:
Bay-Arenac ISD
Educational Service Center
Business Office
4228 Two Mile Rd
Bay City, MI 48706
Proposals must be submitted in a sealed envelope that is clearly marked "Region 5 Marketing
Campaign Proposal-Agency Name". Proposals submitted by facsimile or email will not be
accepted.
Although cost will be an important factor in awarding the contract, the school district is not
obligated by any statute or regulation to award the purchase solely on the basis of cost.
Accordingly, the school district reserves the right to evaluate all proposals objectively and
subjectively and to accept or reject any or all proposals or portions thereof. Additionally, the
district reserves the right to negotiate changes in services with the firm determined to have
submitted the proposal that is in the best interest of the district. (See Method of Evaluating
Proposals on page 3.)
The information contained herein is believed to be accurate, but is not to be considered in any
way as a warranty.
All questions and correspondence should be directed to Nicole Napolitano at
napolitanon@baisd.net. In order to assure consistency of information provided regarding this

RFP, contact with Bay-Arenac ISD personnel other than Nicole Napolitano is discouraged and
may be grounds for elimination from the selection process.
WITHDRAWAL OF PROPOSALS:
Proposals shall remain valid for a period of sixty (60) days after submission. Modifications to
proposals will not be accepted by the district, except as may be mutually agreed upon following
the acceptance of the proposal.
DESCRIPTION OF REGION 5 & SCOPE OF WORK
Region 5 comprises five intermediate school districts (ISDs)-BayArenac ISD, Midland ESA,
GratiotIsabella RESD, ClareGladwin RESD, and Saginaw ISD-serving 70,000+ students and
their families. Through the MiLEAPfunded 35i Family Engagement Grant, Region 5 has
identified two barriers to student success:strengthening family engagement, promoting early
literacy development birth through 5th grade utilizing concepts from the Michigan Literacy
Essentials, and promoting healthy screentime habits under the Unplug and Play Great Lakes Bay
branding.
The selected partner will design and execute a region-wide, multi-phase campaign that positions
healthy screen habits and literacy-rich family routines as connected supports for child
development, learning, and relationships. The campaigns will compliment each other but run as
two separate messages.
The selected partner will be expected to:
1. Develop a cohesive campaign strategy and creative approach under the Unplug and Play
Great Lakes Bay brand that can be used consistently across all five ISDs and adapted for
local audiences.
2. Create family-facing messaging that promotes balanced, developmentally appropriate
screen use and encourages screen-free or lower-screen routines that support conversation,
play, reading, writing, and family connection.
3. Develop messaging and campaign materials that reinforce early literacy development
from birth through 5th grade using family-friendly concepts aligned to Michigan's
Literacy Essentials and family engagement for literacy resources. Michigan's family
engagement for literacy guidance is specifically intended to help schools build families'
capacity to support literacy at school and at home.
4. Ensure campaign messaging is accessible, practical, culturally responsive, and relevant to
families with children across multiple developmental stages, including early childhood
and elementary grades.
5. Produce a suite of print, digital, social media, and promotional assets that can be deployed
regionally and customized locally by participating ISDs and partners.
6. Establish a visual identity, messaging framework, and content library that allows the
campaign to remain recognizable while supporting multiple themes, timeframes, and
audience segments.
7. Incorporate strategies for storytelling, community engagement, and public awareness that
elevate local voices, encourage family action, and promote consistent messaging across
the region.

8. Provide a rollout plan and campaign calendar that includes phased promotion, suggested
implementation guidance, and recommendations for amplifying content through schools,
community organizations, and family-serving partners.
9. Include methods for measuring reach, engagement, and campaign performance, along
with recommendations for continuous improvement over the life of the campaign.
10. Proposed campaign will run through September 30, 2027.
11. Proposed budget, including all expenses, should not exceed $125,000*.
All campaign materials and messaging must align with the MiFamily Engagement Framework
and should reflect the understanding that strong family-school-community partnerships support
children's learning, development, and well-being.
*Some additional printing costs may be covered if using BAISD printshop.
TIME TABLE
1. Release of RFP ........................................................................May 5, 2026
2. Proposals due(PDF email) ..................................................... July 7, 2026 at 1:00pm
3. Opening and Review of sealed bids..............................July 7, 2026 at 1:15pm
4. Award notification ..................................................August 3, 2026
5. Contract execution ............................................... .............September 30, 2026
6. Campaign launch ............................................................... September 30, 2026
7. Project Completion......................................................September 30, 2027
8. Ongoing phase rollouts & reporting ..................... monthly basis
9. Final transfer of assets ......................................... September 30, 2027
Project Description should include but is not limited to:
The agency will be expected to provide fullservice marketing support, including but not limited
to:
* Creative concept development (visual identity, taglines, copy).
*Demonstrate and execute understanding of communication principles-using measurable data and
SMART objectives to guide strategy and evaluation.
* Content production for digital (OTT, social, video), print, and community marketing materials
(billboard, etc)
* Media planning, buying, and placement in costeffective, highreach channels-ensure all
nonprint marketing costs, including estimated adplacement fees from external partners/agencies,
are fully built into the submitted budget.
* Socialmedia campaign management with budgeted ad spend and a budget narrative to
demonstrate anticipated analytics
* Social media digital toolkit for organic communication outreach along with consultation on
communication strategy for district and community allocation along with a communications
calendar
*Website content creation, updating, and monitoring and a transition plan for the conclusion of the
campaign with all materials in editable format.
* Analytics, search engine optimization, and monthly performance reporting.

* Collaboration with Region 5 staff/steering committee; attendance at key meetings.
* ADA and Section 508 compliance for all digital materials-deliverables must meet these
standards to be accepted as final.
MANDATORY QUALIFICATIONS OF THE AGENCY
Proposers must affirm:
1. Current licensure to do business in the State of Michigan and insured.
2. A minimum of three (3) years' experience managing statewide or regional
publicawareness or education campaigns
3. Staffing with expertise in creative development, media buying, analytics, and account
management.
4. Demonstrated experience reaching multilingual or historically underserved audiences.
5. Ability to ensure ADA and Section 508 compliance for all digital materials and
deliverables
6. Commitment to equal employment opportunity and nondiscrimination.
7. No record of default or terminated contracts within the past five (5) years.
8. Awareness of FERPA requirements when utilizing images
MONITORING
Region 5 reserves the right to adhoc requests with minimum 48hour turnaround. The selected
agency shall deliver monthly analytic reports and campaign summaries during scheduled virtual
meetings with program directors, demonstrating measurable progress toward established
objectives, detailing any course corrections, and documenting continuous FERPA compliance for
all individuals whose images are used in the 35i Region 5 campaign.
DELIVERABLE OWNERSHIP & DATA RETENTION
All final creative files, footage, working design files, web code, and performance data become
property of the District upon final payment. Agencyproprietary tools and software remain the
property of the agency, provided editable exports are supplied. All deliverables must meet ADA
and Section 508 standards.
WITHDRAWAL OF PROPOSALS
Proposals shall remain valid for a period of 60 days (60) days after submission. The district will
not accept modifications to proposals, except as may be mutually agreed upon following the

acceptance of the proposal.
RIGHT TO REJECT
Bay Arenac ISD reserves the right to reject any and all proposals submitted and to request
additional information from all proposers. Any contracts awarded will be to the independent
agency who, based on evaluation of all responses, applying all criteria and oral interviews, if
necessary, is determined to be the best qualified to do the campaign.
CONTRACTUAL ARRANGEMENTS AND REMEDIES FOR VIOLATIONS
Invoices for service will be paid within 30 days of receipt. The total amount to be invoiced shall
not exceed the amount of the contract bid unless other arrangements have been negotiated with
the school district first. The school district reserves the right to terminate the contract for the
campaign at any time. Should a federal or state agency or the school district reject the campaign
as deficient, the school district may withhold payment for services until the campaign
deficiency is corrected. Should the marketing firm fail to correct the campaign deficiency, the
marketing firm will be barred from further engagements with the school district for a period of
five years. The marketing firm is required to request prior approval and work with the BAISD
business office and program directors during budget amendments.
METHOD OF EVALUATING PROPOSALS
Proposals will be scored on:
1. Depth of relevant experience & past performance and knowledge or experience with
Section 508 & ADA Compliance - (15%)
2. Quality and inclusivity of proposed approach (20%) Capacity of team & qualifications
(30%)
3. Costeffectiveness / value (20%)
4. References & interview with finalists (10%)
5. Proximity / familiarity with Region 5 communities (5%)
FORMAT OF THE RFP RESPONSE
The format of the proposal response should be formatted as follows:
1. Title Page - Campaign name, agency name, primary contact information, and proposal
validity period
2. Table of Contents
3. Letter of Transmittal - Concise statement of the campaign's purpose, commitment to the
proposed timeline, and signature of an authorized representative

4. Agency Profile - Organization size, servicingoffice location, full service portfolio, and
Equal Employment Opportunity statement
5. Summary of Proposer's Qualifications - Key staff biographies, three comparable
statewide/regional campaigns, and three client references (with contact details)
6. Proposer's Approach to the Campaign* - Strategy overview, communication principles
(measurable data and SMART objectives), ADA/Section 508 compliance plan, FERPA
safeguards for imagery, and methods for monitoring and course correction
7. Timeline & Marketing Calendar - Phased schedule showing tasks, staffing assignments,
deliverables, milestones, and monthly virtual progressmeeting cadence
8. Budget & Fee Schedule - Itemized costs for each contract year, Year 1 (Sep
2026-Sep 2027), (creative development, media planning/buying/placement-including
estimated external adplacement fees-analytics, account management, and optional
addons) with narrative justification
9. Assurances & Certifications - Commitments to nondiscrimination, Iran Economic
Sanctions Act compliance, familial disclosure, and affirmation of no defaults/terminations
in the past five years (use attached templates)
10. Additional Data - Sample creative assets, analytics dashboards, or technology tools that
demonstrate capability and innovation
ATTACHMENTS
* Marketing Services Questionnaire - (To be completed & returned)
* Familial Disclosure Form - (sign & notarize)
* Assurances & Certifications - (sign & notarize)
*PROPOSER'S APPROACH TO THE CAMPAIGN
Submit a work plan to accomplish the scope of the marketing campaign. The work plan should
include time estimates for each significant segment of the work and the staff level to be assigned.
Where possible, individual staff members should be named and their titles provided. The
planned use of marketing tools/plans should be specified.
The marketing campaign should completely cover campaign work will be accomplished
including the following:
1. Overview of campaign strategies
2. Sample target goals for demonstrating effectiveness of campaign
3. Proposed methods, channels, and platforms of communication and marketing
4. Suggested timelines and dates of ads, flights, etc.

5. Proposed data sources for establishing SMART Objectives
6. Proposed budget and narrative
TIME REQUIREMENTS
If not already adequately covered in the letter of transmittal, the response should detail
information on how the agency plans to meet the timeline and reporting deadline
requirements of the marketing campaign.
ADDITIONAL DATA
Provide any additional data the respondent feels may be helpful in the selection process.
QUESTIONS & CONTACT
All questions must be submitted via email to napolitanon@baisd.net no later than June
23rd, 2026 @ 4 p.m. ET with the subject line "RFP Question - Region 5 Marketing Campaign."
THANK YOU FOR YOUR INTEREST IN SUPPORTING REGION 5 STUDENTS
& FAMILIES.
MARKETING SERVICES QUESTIONNAIRE
1. Number of regional/statewide campaigns executed in the last 5 years (attach list with
contacts and monumental outcomes).
2. Experience reaching multilingual or historically underserved audiences (describe
methods)
3. Agency involvement in education, literacy, or publichealth initiatives (list
associations/committees). Must be willing to provide contact information for educational
or public health agencies to be used as a reference.
4. Specific training or certifications held by creative, media, and analytics staff.
5. Annual staff turnover rate (2025).
6. Lead account manager for this engagement and contact information.
7. Technology platforms & tools used for campaign management and reporting.

Familial Disclosure Form
The undersigned, the owner or authorized officer of _____________________________ (the
"Proposer"), pursuant to the familial disclosure requirement provided in the Bay-Arenac
Intermediate School District Request of Proposals and Specifications, hereby represent and
warrant, except as provided below, that no familial relationship exist between bidder(s) or any
employee of BAISD, and any member of the Board of Education of the School District or the
Superintendent of the District.
List any Familial Relationships:
________________________________________
________________________________________
________________________________________
Dated: __________________________ PROPOSER: ______________________________
By: ______________________________________
Its: ______________________________________ State of Michigan )
County of _______ )ss:
This instrument was acknowledged before me on the _____ day of _________________, 20__, by
________________________________.
_________________________________(Signature) __________________________________(Printed)
Notary Public, ______________ County, Michigan My Commission Expires: ____________________
Acting in the County of ______________________

Assurances and Certifications
Certification Regarding Debarment, Suspension, Ineligibility and Voluntary Exclusion
The prospective contractor certifies, by submission of this proposal, that neither it nor its principals are
presently debarred, suspended, proposed for debarment, declared ineligible, or voluntarily excluded for
from participating in this transaction by any Federal department of agency. Where the prospective
contractor is unable to certify to any of the statements in this certification, such prospective contractor
shall attach an explanation to this proposal.
Certification Regarding Nondiscrimination Under Federally and State Assisted Programs
The applicant herby agrees that it will comply with all federal and Michigan laws and regulations
prohibiting discrimination and, in accordance therewith, no person, on the basis of race, color, religion,
national origin or ancestry, age, sex, marital status or handicap, shall be discriminated against, excluded
from participation in, denied the benefits of, or otherwise be subjected to discrimination in any program
or activity for which it is responsible or for which it receives financial assistance from the U.S.
Department of Education or the MDE.
Iran Economic Sanctions Act
The prospective contractor certifies that its organization, by submission of this proposal, is not an Iran
Linked Business. Please refer to the "Iran Economic Sanction Act" Public Act 517 for clarifications or
questions. Bay-Arenac ISD as a Michigan public entity is required to follow Public Act 517 of 2012.
Dated: __________________________ PROPOSER: ______________________________
By: ______________________________________
Its: ______________________________________ State of Michigan )
County of _______ )ss:
This instrument was acknowledged before me on the _____ day of _________________, 20__, by
________________________________.
_________________________________(Signature) __________________________________(Printed)
Notary Public, ______________ County, Michigan My Commission Expires: ____________________
Acting in the County of ______________________