RFP:?Advertising Agency Services

Location:	Minnesota
Posted:	Sep 29, 2026
Due:	Nov 20, 2026
Agency:	Minnesota State Lottery
Type of Government:	State & Local
Category:	R - Professional, Administrative and Management Support Services
Publication URL:	To access bid details, please log in.

These dates below are for informational and planning purposes and may change.

RFP: Advertising Agency Services - Dated 9/29/26

Deadline for Written Questions: 10/16/26 by 2 p.m. CST

Answers to Questions: 10/23/26

Written Proposals Due: 11/20/26 by 2 p.m. CST

Finalists Designated: 12/04/26

Finalist Written Questions Due: 12/11/26 by 5 p.m. CST

Answers to Questions: 12/15/26

Working Sessions: Week of 1/11/27

Finalist Presentations: Week of 1/25/27

Apparent Winning Proposal Named: On or around 2/5/27

Contract Executed: On or around 2/26/27

2026 Ad Agency RFP Attachments A D [PDF]

2026 Ad Agency RFP Sample Contract Exhibits A D [PDF]

2026 Ad Agency RFP [PDF]

Agency Fee Worksheet

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Minnesota State Lottery

REQUEST FOR PROPOSALS

Date Posted: September 29, 2026

• Responses must be received not later than 2:00 p.m., Central Time, Friday, November 20, 2026

• Late responses will not be considered

• As of July 1, 2025, certain terms are unenforceable in state contracts. See Session Laws, 2025 Regular Session,

Chapter 39, Article 2, Sec. 45.

Minnesota’s Commitment to Diversity and Inclusion

The State of Minnesota is committed to diversity and inclusion in its public procurement process. The goal is to

ensure that those providing goods and services to the State are representative of our Minnesota communities and

include businesses owned by minorities, women, veterans, and those with substantial physical disabilities. Creating

broader opportunities for historically under-represented groups provides for additional options and greater

competition in the marketplace, creates stronger relationships and engagement within our communities, and

fosters economic development and equality.

To further this commitment, the Department of Administration operates a program for Minnesota-based small

businesses owned by minorities, women, veterans, and those with substantial physical disabilities. For additional

information on this program, or to determine eligibility, please call 651.201.2402 or go to the Office of Equity in

Procurement home page, at https://mn.gov/admin/business/vendor-info/oep/.

This is a request for proposal. It does not obligate the State of Minnesota to award a contract or complete the

proposed program, and the State reserves the right to cancel this solicitation if it is considered in its best interest.

Final

TABLE OF CONTENTS

Solicitation Content

SECTION 1 – INSTRUCTIONS TO RESPONDERS .......................................................................................................3

SECTION 2 – SUMMARY OF SCOPE........................................................................................................................4

SECTION 3 – PROPOSAL INSTRUCTIONS AND ADDITIONAL INFORMATION.............................................................8

SECTION 4 – PROPOSAL CONTENT ........................................................................................................................9

SECTION 5 – EVALUATION PROCEDURE AND CRITERIA ........................................................................................13

SECTION 6 – UNENFORCEABLE TERMS AND SOLICITATION TERMS.......................................................................15

Solicitation Attachments

• Attachment A: Responder Declarations

• Attachment B: Exceptions to State's Terms and Conditions

• Attachment C: Cost Detail

• Attachment D: Responder Form

o Workforce and Equal Pay Declaration Page

Sample Contract

• Exhibit A: Contract Terms

• Exhibit B: Insurance Requirements

• Exhibit C: Scope of Work

• Exhibit D: Pricing

Final

Page 2 of 17

SECTION 1 – INSTRUCTIONS TO RESPONDERS

Steps for

Completing Your

Response

Incomplete

Submittals

How to Ask

Questions

Follow the steps below to complete your response to this Solicitation:

Step 1: Read the solicitation documents and ask questions, if any

Step 2: Write your response

Step 3: Submit your response

A response must be submitted along with any required additional documents. Incomplete

responses that materially deviate from the required format and content may be rejected.

STEP 1 – READ THE SOLICITATION DOCUMENT & ASK QUESTIONS, IF ANY

The contact person for questions is:

Kolby Sabrina, Buyer

kolby.sabrina@mnlottery.com

Questions should be emailed to the contact by 2:00 p.m. on Friday, October 16, 2026.

Other personnel are not authorized to answer questions regarding this Solicitation.

STEP 2 – WRITE YOUR RESPONSE

Prepare a written response and supply all requested content. Responses should address the

requested information and documents detailed in Section 4. DO NOT INCLUDE Non-

Public/Trade Secret data (as defined in this link to Minn. Stat. § 13.37).

Review, sign, and include the Responder Declarations with your response.

STEP 3 –SUBMIT YOUR RESPONSE

Where to Send

Your Response

Kolby Sabrina

Minnesota State Lottery

2645 Long Lake Road

Roseville, MN 55113

Proposals must be received not later than 2:00 p.m., Central Time,

Friday, November 20, 2026. Late responses will not be considered.

Provide two copies of the Proposal. Proposals are to be provided on a USB drive and sealed in

mailing envelopes or packages with the responder’s name and address written on the outside.

Provide one copy of the cost detail on a USB drive in a separately sealed envelope with “Cost

Detail” and the responder’s name written on the outside.

By submitting a response, responder is making a binding legal offer for the period of time set

forth below in Section 6, Conditions of Offer.

Final

Page 3 of 17

SECTION 2 – SUMMARY OF SCOPE

Procurement Overview and Goals.

The Minnesota Lottery is a state agency responsible for marketing and selling products that allow Minnesotans to

experience the fun and excitement of gaming while knowing their entertainment dollars are supporting environmental

and community programs. The agency is requesting proposals from advertising agencies for the Minnesota Lottery

advertising/marketing services contract.

The request for proposal consists of an initial submission of a written/technical proposal including an ad agency

background section, a cost/fee structure proposal, and other state-required documents.

The Lottery intends to pay a monthly agency fee for the Scope of Work described in Exhibit C to the Proposed Contract.

The Scope of Work primarily covers Account Management, Creative, and Media Planning/Buying. Additionally, the

Lottery will pay and/or prepay for media and production at cost with no markup. Finally, the Lottery may pay for

collateral projects, public relations, and any other costs related to the Scope of Work if they are preceded by a signed

estimate. Invoices or expenses that do not comply with the Contract (including the Scope of Work) or are not preceded by

a signed estimate (if required) will not be paid.

A review committee will evaluate the initial submissions, and the highest scoring agencies will be invited to make an oral

presentation on an assigned sample project.

The successful respondent will assist in the planning and implementation of advertising and promotional campaigns,

offering the best combination of strategy, creativity, effectiveness, and return on investment.

1.1 Lottery Background

The Minnesota Lottery, in operation since 1990, uses its advertising partnerships to drive awareness, favorability, and

purchase intent among current and potential lottery players. The Lottery’s mission is to generate funding for the State

and for important environmental causes as detailed on www.mnlottery.com/playing-our-part. Approximately 24% of

each ticket sold goes toward that mission. General information regarding the Lottery can be found at

www.mnlottery.com.

The Lottery sales and marketing department contains two (2) divisions: marketing, including digital, field marketing,

research, and creative services; and sales/retail relations. The Lottery also has an in-house public affairs department.

There are (3) types of lottery games: lotto games, instant lotto (fast play) games, and scratch games. Lotto and instant

lotto games are printed by Lottery terminals located at retail stores. Scratch games are pre-printed tickets containing

play data under a latex coating. Scratch games are developed primarily by the companies that produce/print the tickets

for the Lottery, internally by Lottery staff, and the Lottery’s advertising agency.

The Lottery currently conducts nine lotto games plus a seasonal raffle game.

In FY26, the Lottery introduced 48 new scratch games at price points from $1 to $50 per ticket. Information regarding

the current Lottery scratch games may be found at www.mnlottery.com/games/scratch.

1.2 Lottery Sales/Financial Results

Total Lottery sales for fiscal year 2026 (ending June 30, 2026) were $728 million. Of the $728M, $504M came from

scratch ticket sales and $223M from lotto game sales. When compared to fiscal year 2025, total sales were up 3%. In

Fiscal Year 2026 approximately 69% of sales were scratch games and 31% were lotto games.

Final

Page 4 of 17

1.3 Lottery Retailers

The Lottery currently contracts with approximately 3,000 retailers throughout the State to sell its lottery tickets. Lottery

games provide both a competitive advantage and a revenue enhancement for Minnesota businesses.

Lottery retailers: 69% convenience stores, 12% supermarket/ grocery stores, 9% liquor stores, and 11% miscellaneous

business types.

Convenience stores account for 80% of tickets sold and supermarkets/grocery stores account for 14% of tickets sold. All

other categories contribute 6% of sales.

1.4 Marketing Information

• The advertising budget of $8.3 million has been flat for a few years and is anticipated to remain the same for the

next biennium.

• The number of new Lottery players in the younger adult demographic segment (ages 25–44) has increased

significantly in the last ten years as new media and retail patterns have emerged and the Lottery continues to

focus on filling the consumer pipeline.

• Barriers to play include more entertainment competition, consumers not regularly carrying cash, less frequent

in-store shopping, and other convenient gambling options.

• The Lottery is uniquely Minnesotan, MN proud, adventurous, communal, upbeat, and fun-loving. This should be

reflected in our advertising and brand presentation.

• The Lottery recently refreshed its brand guidelines and has embraced a modern color palette and design

aesthetic while maintaining its uniquely Minnesotan humor and appeal. This aesthetic should be incorporated

across all campaigns and materials.

• Our established tag-line – I’MN (pronounced “I’m IN”) continues to be a rallying call to Lottery fans across the

state and will continue to be part of our advertising toolkit.

• Minnesota Lottery sales results have been mixed this year. High jackpots on multi-state lotto games and higher

priced scratch games have helped immensely, but the Lottery, like most businesses, has felt the impact of

economic pressures at retail, such as higher gas and grocery prices.

• Our focus remains on filling the sales pipeline by attracting new players ages 25–44. Through research, we have

defined the market with four different groups or segments: rational planners, social trend surfers, traditional

risk takers, and tech-dependent homebodies. Of these, the social trend surfers and the traditional risk takers

were most inclined to play the Lottery and became our target market. We have combined these groups and

divided them by generation to identify common lifestyle and media usage habits. These player profiles are

included in the appendix.

• Specific statutory restrictions regarding the content of Lottery advertising can be found at Minnesota Statutes,

section 349A.09.

1.5 Marketing Goals

The Lottery exists to generate funding for important state programs. To meet that expectation, the marketing team

works with its ad agency to increase sales, promote a diverse product portfolio, and create engagement opportunities to

grow the consumer base

• The Lottery’s overarching advertising goal is to promote the Lottery as a fun entertainment option for adult

Minnesotans.

• Primary marketing KPIs include increasing targeted product sales, account creations, website traffic, click-

through rates, and second chance participation.

Final

Page 5 of 17

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

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RFP:?Advertising Agency Services

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