Media Planning and Buying

Location:	Vermont
Posted:	Dec 22, 2025
Due:	Jan 30, 2026
Agency:	Vermont Energy Investment Corporation (VEIC)
Type of Government:	State & Local
Category:	R - Professional, Administrative and Management Support Services
Publication URL:	To access bid details, please log in.

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RFP Release Date: December 22, 2025

Bidder Questions Due: January 14, 2026

Answers Posted: January 21, 2026

Proposals Due: January 30, 2026

Request for Proposal

Media Planning and Buying

Summary

VEIC, a national clean energy nonprofit that delivers high-impact energy solutions focused on

equity and innovation, is seeking requests for proposals for Media Planning and Buying.

Responses to this Request for Proposal (RFP) must be delivered electronically to VEIC by 5:00 p.m.

EST on January 30, 2026. VEIC will not accept responses submitted after 5:00 p.m. EST. Please

submit your response via e-mail to Penny Nichols, pnichols@veic.org with RFP Submittal for

Media Planning and Buying in the subject line.

VEIC will respond to questions regarding this RFP only as follows: VEIC will receive questions

regarding requirements and scope of work up to 5:00 p.m. EST on January 14, 2026 via e-mail to

Penny Nichols at pnichols@veic.org with RFP Questions for Media Buying in the subject line.

When appropriate, please refer to the RFP page number, section heading, and/or Task number for

ease of navigation and response. VEIC will post answers on the VEIC website

https://www.veic.org/requests-for-proposals no later than January 21, 2026.

VEIC Background

VEIC is guiding the world to clean energy’s every potential. As a nonprofit

organization, we work in the service of people and planet, designing innovative and

holistic solutions that grow local economies, improve public health, and strengthen

communities.

For almost 40 years, VEIC has been working with leaders across North America—from

government agencies to foundations and businesses—to ensure the benefits of clean

energy reach everyone. Our team has experts from every facet of the industry, from

program design to stakeholder engagement. Together with our partners and clients, we

navigate today’s complicated energy landscape to carry goals from ideation to execution.

VEIC is nationally recognized for programs and pilots that optimize energy use, reduce energy

RFP for Media Planning and Buying Services

burdens for low-income customers, and advance emerging technologies and innovative program

models.

In addition to our full-service consulting business, VEIC administers three large-scale sustainable

energy programs: the DC Sustainable Energy Utility (DCSEU), Efficiency Smart, and Efficiency

Vermont; oversees brands that are moving the market toward clean and efficient energy including

Button Up Vermont and Drive Electric Vermont; and serves on the program administration teams

for Denver Regional Council of Governments, CalNEXT, Focus on Energy (Wisconsin), Hawaii

Energy, and TECH Clean California.

Project Overview

The VEIC Marketing and Communications department develops comprehensive and integrated

marketing and communication programs and campaigns that support the strategic goals and

objectives of VEIC and those of its partners.

The Marketing and Communications department’s goal is to create clear, measurable, and

compelling marketing and communications programs that 1) promote energy efficiency and the

clean energy services provided by VEIC and the brands it administers; and 2) inspire consumers to

change the way they think about clean energy.

This RFP seeks to identify one or multiple strategic service providers who can work collaboratively

with the members of the Marketing and Communications department and develop and execute

media planning and buying programs using industry best practices and innovative approaches.

Every solution we develop at VEIC is in service to our vision: healthy planet and thriving people. We

know our success depends on making clean energy available to everyone. That is why we center

inclusion and equal opportunity in our work and commit to breaking down barriers, so our impact

is felt by all. As we advance our commitment to energy equity and justice, we prioritize developing,

nurturing, and retaining partnerships that share these values and can help us deepen impact in the

communities we serve.

VEIC delivers effective, leading-edge programs. We are dedicated to working with partners who

complement our expertise, who provide rigorous thinking, and who have a solid track record of

delivering results. We invite service providers of all sizes, including independent freelancers, to

respond to this RFP.

The selected service providers may conduct Media Planning and Buying for one or any

combination of the following six brands:

• VEIC itself

• The DC Sustainable Energy Utility

• Efficiency Smart

• Efficiency Vermont

RFP for Media Planning and Buying Services

• The Button Up Vermont campaign

• The Drive Electric Vermont campaign

There is also the opportunity for the selected service providers’ scope to expand to new consulting

projects, if both parties agree.

The selected service providers may be provided with one or multiple contracts and/or work orders

covering the unique contractual requirements for each brand.

VEIC is a national clean energy nonprofit that delivers high-impact energy solutions

focused on equity and innovation. Since 1986, VEIC has been recognized as a leader in

decarbonization strategies, working with governments, utilities, foundations, and businesses

to reduce GHG emissions and create a sustainable energy system that benefits everyone.

Learn more about our work at www.veic.org

The District of Columbia Sustainable Energy Utility (DCSEU) helps DC residents and

businesses use less energy and save money. Since 2011, the DCSEU has delivered financial

incentives, technical assistance, and information to tens of thousands of District residents

and businesses, helping them to save millions of dollars on their energy costs. Learn more

at www.dcseu.com.

As the nation's first Energy Efficiency Utility, Efficiency Vermont has helped Vermont save

more than $3.5 billion in lifetime savings and avoid over 14.5 million metric tons of

greenhouse gas emissions since 2000. Operated by clean energy nonprofit VEIC, Efficiency

Vermont has received the U.S. Environmental Protection Agency's ENERGY STAR® program

Partner of the Year - Sustained Excellence award over eight consecutive years. Efficiency

Vermont works with partners to help Vermont transition to more affordable, low-carbon

energy use through education, rebates and incentives, and support for the clean energy

workforce. Learn more at www.efficiencyvermont.com.

Administered on behalf of American Municipal Power (AMP), Efficiency Smart has served

more than 65 AMP member utilities in Delaware, Michigan, Ohio, and Pennsylvania.

Efficiency Smart helps residents to lower their electric bills and make their homes more

comfortable. This includes discounts on energy-efficient lighting, rebates for energy-saving

appliances, and guidance on reducing electric use. For businesses, Efficiency Smart provides

technical assistance and financial incentives to encourage the installation of energy-efficient

technologies. Learn more at www.efficiencysmart.org.

Facilitated by Efficiency Vermont, Button Up Vermont is a statewide weatherization

preparedness campaign to help people reduce energy use and stay warm and healthy

through the Vermont winter. It provides information from tips on air sealing and insulation,

to weighing the benefits of upgrades like energy efficient heat pumps. Learn more at

www.buttonupvermont.org.

RFP for Media Planning and Buying Services

Drive Electric Vermont is a statewide public-private partnership of policy makers, industry

leaders, and ordinary citizens accelerating transportation electrification in the Green

Mountain State. Its work focuses on EV education and outreach, charging infrastructure

development, incentive programs, and stakeholder coordination. Learn more at

www.driveelectricvt.com.

For 2026, the annual estimated advertising budgets range from:

• Traditional Media: $25,000 to $500,000; and

• Digital Media (SEM, social media, websites, apps, and streaming): $25,000 to $500,000

It is estimated that annual advertising budgets are spread over 12 months, and with optimization

occurring on a monthly and quarterly basis, as well as by program or initiative. VEIC requests the

selected service provider to establish direct billing to VEIC in all instances possible.

Scope of Work

By submitting a response to this RFP, the service provider acknowledges understanding and

acceptance of this Scope of Work and agrees to fulfill all its terms and conditions in the event of a

contract award. We anticipate the work to be conducted remotely and without the need for travel.

This request for proposal is for Media Planning and Buying services. The primary objective is to

develop and execute a 12-month media planning and buying program that will be adjusted and

optimized throughout the contract period.

Service providers responding to this RFP may choose to submit responses for all service tasks listed

or may choose to submit a proposal for a single task or a portion of a single task. Service providers

may also elect to subcontract to fulfill any of the service tasks; however, subcontracting may be

subject to VEIC’s final approval. The scope of work for subcontractors, along with bios and past

examples of work, should be included in the submittal if they are known.

If the work is awarded to multiple service providers, the selected service providers will work

collaboratively with the representing Marketing and Communications teams to coordinate related

efforts as needed.

Service providers outside the U.S. may submit a response to this RFP, with the understanding that a

successful service provider who maintains operations outside the U.S. must meet all U.S. Internal

Revenue Service regulations and must meet all VEIC Information Security Requirements (See

section H below). All data relative to the Scope of Work must be stored and processed within the

sovereign U.S.

Selected service providers will be asked to be available (virtually) for onboarding and ongoing

meetings during normal US business hours.

RFP for Media Planning and Buying Services

To meet the objectives of this RFP, the selected service providers will be required to provide the

following services, with strategies and tactics reflecting the uniqueness of each brand the contract

is established with. The tasks associated with this RFP include:

1. Media Planning and Buying for Traditional Digital Advertising

• Media Strategy and Development

• Participate in a two-hour brand onboarding to understand the strategic

positioning, purpose and goals of each brand, learn the target market, and

analyze past campaign performance

• Develop a 12-month strategic media plan and program for traditional media

channels

• Recommend strategies and placements to achieve Key Performance Indicators

(KPIs) from awareness to program engagement. Strategies should reflect

various aspects, such as budget, creative materials, consumer behavior,

technology and trends, geography, demographics, seasonality, past campaign

performance, and target audiences and key stakeholders

• Recommend channels and flighting to reach both customers and non-

customers (including policy influencers and decision makers)

• Media Planning and Buying, and Optimization

• Develop media plans based on approved media strategy. Offer clear tactics,

goals, budget and measurable targets

• Utilize appropriate mediums including traditional and emerging media

channels to support campaign or program objectives

• Leverage industry best practices while also bringing forward innovative

touchpoints that meet goals

• Integrate appropriate time periods and flight schedules for maximum

performance and exposure to target audience

• Explore the use of other non-broadcast media that are pertinent for campaigns

or programs, including out-of-home (OOH), sponsored content, experiential

marketing, or other multi-channel promotional opportunities

• Utilize media channels as proposed by project teams

• Lead media buying activities on an ongoing basis. Negotiate the most efficient

and lowest possible nonprofit rates and high-quality placements. Negotiate

media buys at net rates. VEIC does not pay a commission for media or media

buying services.

• Seek and negotiate added value opportunities, including remnant or other

business opportunities

• Perform plan optimizations on an ongoing basis and throughout campaigns to

focus resources on the most effective creatives or in response to such factors

as seasonality or budget parameters

RFP for Media Planning and Buying Services

This is the opportunity summary page. It provides an overview of this opportunity and a preview of the attached documentation.

Media Planning and Buying

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See also