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

Location:	Michigan
Posted:	May 5, 2026
Due:	Jul 7, 2026
Agency:	Bay-Arenac ISD Educational Service Center
Type of Government:	State & Local
Category:	R - Professional, Administrative and Management Support Services
Publication URL:	To access bid details, please log in.

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 screen‑time 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.

Specifications for RFP:

RFP document

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.

Bids are to be addressed to Nicole Napolitano, Director of Communications, Strategic Marketing & Community Engagement, and will be received until 1:00p.m. local time on Tuesday, July 7th, 2026.

Bay-Arenac ISD
Educational Service Center
4228 Two Mile Rd
Bay City, MI 48706

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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 screen‑time

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)-Bay‑Arenac ISD, Midland ESA,

Gratiot‑Isabella RESD, Clare‑Gladwin RESD, and Saginaw ISD–serving 70,000+ students and

their families. Through the MiLEAP‑funded 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 screen‑time 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 roll‑outs & 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 full‑service 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 cost‑effective, high‑reach channels–ensure all

non‑print marketing costs, including estimated ad‑placement fees from external partners/agencies,

are fully built into the submitted budget.

• Social‑media 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

public‑awareness 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 non‑discrimination.

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 ad‑hoc requests with minimum 48‑hour 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. Agency‑proprietary 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

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

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

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