Marketing Services for the Vermont Lottery

Department of Buildings and General Services
133 State Street, 5th Floor | Montpelier VT 05633-8000
802-828-2211 phone |802-828-2222 fax
http://bgs.vermont.gov/purchasing
SEALED BID
Request For Proposal
Marketing Services for the Vermont Lottery
ISSUE DATE April 16, 2026
QUESTIONS DUE April 24, 2026 - 4:30 PM (ET)
RFP RESPONSES DUE BY May 8, 2026 - 4:30 PM (ET)
Please be advised that all notifications, releases, and addendums associated with this
RFP will be posted at:
http://www.bgs.state.vt.us/pca/bids/bids.php
The state will make no attempt to contact interested parties with updated information. It is the
responsibility of each bidder to periodically check the above webpage for any and all
notifications, releases and addendums associated with this RFP.
STATE CONTACT: Kyle Emerson, State Purchasing Agent
E-MAIL: sov.thepathforward@vermont.gov
USE SUBJECT: LOTTERY MARKETING
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OVERVIEW:
1.1. SCOPE AND BACKGROUND: Through this Request for Proposal (RFP) the Department of
Liquor and Lottery (hereinafter the "State") is seeking to establish contracts with one or more
companies that can provide marketing services for the Vermont Lottery.
1.2. CONTRACT PERIOD: Contract(s) arising from this RFP will be for a period of 24 MONTHS
with an option to renew for up to three additional twelve-month periods. The State anticipates
the start date for such contract(s) will be September 1, 2026.
1.3. SINGLE POINT OF CONTACT: All communications concerning this RFP are to be addressed
in writing to the State Contact listed on the front page of this RFP. Actual or attempted contact
with any other individual from the State concerning this RFP is strictly prohibited and may result
in disqualification.
1.4. BIDDERS' CONFERENCE: A bidders' conference will not be held.
1.5. QUESTION AND ANSWER PERIOD: Any bidder requiring clarification of any section of this
RFP or wishing to comment on any requirement of the RFP must submit specific questions in
writing no later than the deadline for question indicated on the first page of this RFP. Questions
may be e-mailed to the point of contact on the front page of this RFP. Questions or comments
not raised in writing on or before the last day of the question period are thereafter waived. At
the close of the question period a copy of all questions or comments and the State's responses
will be posted on the State's web site http://www.bgs.state.vt.us/pca/bids/bids.php . Every effort
will be made to post this information as soon as possible after the question period ends,
contingent on the number and complexity of the questions. All information provided by vendors
during this process will be public and bidders shall not provide confidential information, except
as described in 4.1 below.
1.6. CHANGES TO THIS RFP: Any modifications to this RFP will be made in writing by the State
through the issuance of an Addendum to this RFP and posted online at
http://www.bgs.state.vt.us/pca/bids/bids.php . Modifications from any other source are not to be
considered.
2. DETAILED REQUIREMENTS/DESIRED OUTCOMES:
2.1. The State of Vermont is interested in obtaining bids to meet the following business
need(s): The State is aiming to obtain bids for a vendor to provide marketing services for the
Vermont Lottery. The selected vendor should be able to fulfil all deliverables listed below:
2.1.1. Write, design, illustrate or otherwise create and prepare marketing content for the State,
all pertinent formats including film, video, radio, digital media, print material and other
appropriate formats conveying the State's message. Marketing content includes, but is not
limited to, website creative, social media creative, indoor and outdoor signage, point-of-sale
signage, in-store electronic displays, brochures, miscellaneous promotional items, jackpot
signage, posters and agent and consumer communications.
2.1.2. As deemed necessary by the State, prepare storyboards, layouts, comprehensive
sketches and suggested copy for all film, video and radio concepts for review and approval
by the State prior to its production. All work for concepts, drafts, and final proofs must be
completed by established time schedules for each marketing effort.
2.1.3. Prepare final mechanicals, files, tapes, and actual material to be used in advertisements
of all types, and on time delivery to companies (such as TV, radio stations, printers) as
directed by the State. Provide a copy of all final products to the State.
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2.1.4. Propose the medium, space, time, location and/or other method to be used for the State's
marketing message, endeavoring to secure the most advantageous rates available. Make
purchases for same as directed by the State.
2.1.5. Verify all insertions, displays, broadcasts and/or other media used to ensure third parties
have performed their services as per agreement. Contractor verification shall include, but not
be limited to, accuracy, date, time, appearance, size, extent, site, workmanship, and
mechanical reproduction, as are appropriate to the advertisements. Contractor shall
negotiate and confirm that all "make goods" are completed, and the frequency minimized.
2.1.6. As directed by the State, negotiate, arrange, and contract for any special talent required
including, but not limited to, television and radio production, photography, music, models,
special effects, printing and any other necessary technical material for use in the marketing
program.
2.1.7. Audit invoices from all suppliers providing services through the Contractor and negotiate
credit for erroneous billing and/or insufficient services.
2.1.8. Provide creative and production supervisory services for collateral and marketing needs.
Represent and advocate on the State's behalf when dealing with print and/or promotional
suppliers.
2.1.9. Participate in discussion and design of State websites.
2.1.10. Recommend and prepare messaging for social media sites, whether related to specific
campaigns for promotions, or in general.
2.1.11. Participate in market research efforts arranged by the State and its vendors to help shape
objectives, questions, and how to use data in future marketing initiatives. This participation
will be at no extra charge to the State.
2.1.12. Assist and support the State with the development of its marketing strategy, an annual
marketing plan, including but not limited to, suggested target audience based on research
findings, recommendations for radio, television, print, digital media, promotions, website
development, social media, agent and consumer incentives and public relations efforts.
2.1.13. Assist with short-term and long-term strategic planning for product positioning and
achieving sales goals.
2.1.14. Provide creative insight and guidance in the development of advertising campaigns
including recommendations for all lottery products and features, corporate image, and
responsible gaming. Campaigns shall range the full spectrum from broadcast media, web,
online content, social media and point-of-sale, to simple creative content for in-store
displays, both print and electronic.
2.1.15. Participate in and recommend to the State the development and implementation of
promotional campaigns, promotional events, lottery agent events and training events.
2.1.16. Under the State's direction, communicate with individuals and entities that may wish to
collaborate with the State on advertising and/or promotional efforts.
2.1.17. Evaluate and analyze the impact of marketing and advertising on product sales and
customer relations. Provide reports to the State on recommendations for marketing, results
and debriefing from specific efforts or campaigns, and on periodic sales and customer
relation goals and achievements.
2.1.18. Develop, and with the State's approval, administer a public relations plan to include, but
not be limited to, in-state winner awareness, promoting a positive lottery image and
responsible gaming efforts. Draft and distribute press releases to Vermont media as
requested by the State.
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2.1.19. At least one Contractor staff member with active involvement with the State account must
attend at least one lottery conference each year (NASPL, LaFleurs, PGRI). Such attendance
will be coordinated with a State staff member in attendance.
2.1.20. Provide an account manager available on demand to the State to supervise and
coordinate all jobs, projects, marketing and efforts administered by the Contractor. The
account manager will meet with State marketing staff at least weekly by phone, and at least
once a quarter in-person at the State office, at an alternative location previously agreed
upon, or via video conference at the State's discretion.
2.1.21. Provide open job status report and media buy updates on a weekly basis and provide
meeting notes or conference reports no more than three (3) working days following a
meeting.
2.1.22. Submit proposed plans and receive the written approval of the State's marketing staff
before media purchases are made final. Approval for all media purchases shall rest with the
State's marketing staff.
2.2. The State of Vermont seeks to achieve the following Business Value(s):
2.2.1. Cost Savings: By engaging a competitively selected marketing firm, the State expects to
maximize return on advertising spend and achieve greater efficiency in lottery product
marketing compared to uncoordinated or ad hoc approaches.
2.2.2. Customer Service Improvement: The selected vendor will deliver targeted, product-
specific campaigns that drive lottery ticket sales, increase player engagement, and grow
participation across all lottery products.
2.2.3. Risk Reduction: Partnering with an experienced lottery marketing firm will reduce the risk
of ineffective campaigns and ensure all marketing materials comply with responsible gaming
standards and applicable advertising regulations
2.2.4. Specialized Expertise: The vendor will provide specialized expertise in lottery and
gaming marketing, including player acquisition and retention strategies, media buying,
creative production, digital marketing, and responsible gaming messaging that supplements
existing internal capabilities.
3. GENERAL REQUIREMENTS:
3.1. PRICING: Bidders must price the terms of this solicitation at their best pricing. Any and all costs
that Bidder wishes the State to consider must be submitted for consideration. If applicable, all
equipment pricing is to include F.O.B. delivery to the ordering facility. No request for extra
delivery cost will be honored. All equipment shall be delivered assembled, serviced, and ready
for immediate use, unless otherwise requested by the State.
3.1.1. Prices and/or rates shall remain firm for the initial term of the contract. The pricing policy
submitted by Bidder must (i) be clearly structured, accountable, and auditable and (ii) cover the
full spectrum of materials and/or services required.
3.1.2. Cooperative Agreements. Bidders that have been awarded similar contracts through a
competitive bidding process with another state and/or cooperative are welcome to submit
the pricing in response to this solicitation.
3.2. STATEMENT OF RIGHTS: The State shall have the authority to evaluate Responses and select
the Bidder(s) as may be determined to be in the best interest of the State and consistent with the
goals and performance requirements outlined in this RFP. The State of Vermont reserves the
right to obtain clarification or additional information necessary to properly evaluate a proposal.
Failure of bidder to respond to a request for additional information or clarification could result in
rejection of that bidder's proposal. To secure a project that is deemed to be in the best interest of
the State, the State reserves the right to accept or reject any and all bids, in whole or in part, with
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or without cause, and to waive technicalities in submissions. The State also reserves the right to
make purchases outside of the awarded contracts where it is deemed in the best interest of the
State.
3.2.1. Best and Final Offer (BAFO). At any time after submission of Responses and prior to the
final selection of Bidder(s) for Contract negotiation or execution, the State may invite
Bidder(s) to provide a BAFO. The state reserves the right to request BAFOs from only those
Bidders that meet the minimum qualification requirements and/or have not been eliminated
from consideration during the evaluation process.
3.2.2. Presentation. An in-person or webinar presentation by the Bidder may be required by the
State if it will help the State's evaluation process. The State will factor information presented
during presentations into the evaluation. Bidders will be responsible for all costs associated
with providing the presentation.
3.3. CONFLICTS OF INTEREST:
3.3.1. Organizational Conflict of Interest (OCOI): An OCOI arises when a bidder as a
business entity has interests (for example, customers, partners, contracts) that could
undermine, or reasonably be perceived to undermine, its faithful and unbiased performance
of a contract with the State that may result from this solicitation.
3.3.2. Personal Conflict of Interest (PCOI): A PCOI arises when an interest held by an
individual, agent or employee of a bidder could undermine, or reasonably be perceived to
undermine, its faithful and unbiased performance of a contract with the State that may result
from this solicitation.
3.3.3. Requirements: The State does not seek to contract with any individual or business entity
having a conflict of interest which cannot be mitigated to the State's satisfaction. To ensure
the State's awareness of actual, potential, or reasonably perceived PCOIs and OCOIs,
bidders shall:
a) Prior to submitting a proposal, conduct an internal review of its current affiliations and
activities and identify actual, potential, or reasonably perceived PCOIs or OCOIs relative
to a contract with the State that may result from this solicitation.
b) Disclose in your proposal any actual or potential PCOI or OCOI or the existence of any
facts that may cause a reasonably prudent person to perceive a PCOI or OCOI with
respect to a contract with the State that may result from this solicitation. Disclose, also,
any actions proposed to mitigate the PCOI or OCOI.
3.3.4. The State shall have sole discretion to determine whether a PCOI or OCOI can be
mitigated to the State's satisfaction and may discuss the conflict with the bidder if and to the
extent the State deems discussion necessary to its determination. The State reserves the
right to (a) reject from further consideration any proposal having a PCOI or OCIO that cannot
be mitigated to the State's full satisfaction and (b) terminate a contract upon discovery that a
contractor failed to disclose facts pertaining to a PCOI or OCOI in its proposal, or otherwise
misrepresented relevant information to the State.
3.4. WORKER CLASSIFICATION COMPLIANCE REQUIREMENTS: In accordance with Section 32
of The Vermont Recovery and Reinvestment Act of 2009 (Act No. 54), Bidders must comply with
the following provisions and requirements.
3.4.1. Self Reporting: For bid amounts exceeding $250,000.00, Bidder shall complete the
appropriate section in the attached Certificate of Compliance for purposes of self-reporting
information relating to past violations, convictions, suspensions, and any other information
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related to past performance relative to coding and classification of workers. The State is
requiring information on any violations that occurred in the previous 12 months.
3.4.2. Subcontractor Reporting: For bid amounts exceeding $250,000.00, Bidders are hereby
notified that upon award of contract, and prior to contract execution, the State shall be
provided with a list of all proposed subcontractors and subcontractors' subcontractors,
together with the identity of those subcontractors' workers compensation insurance
providers, and additional required or requested information, as applicable, in accordance
with Section 32 of The Vermont Recovery and Reinvestment Act of 2009 (Act No. 54). This
requirement does not apply to subcontractors providing supplies only and no labor to the
overall contract or project. This list MUST be updated and provided to the State as additional
subcontractors are hired. A sample form is available online at
http://bgs.vermont.gov/purchasing-contracting/forms. The subcontractor reporting form is
not required to be submitted with the bid response.
3.5. EXECUTIVE ORDER 05-16: CLIMATE CHANGE CONSIDERATIONS IN STATE
PROCUREMENTS:
For bid amounts exceeding $25,000.00 Bidders are requested to complete the Climate Change
Considerations in State Procurements Certification, which is included in the Certificate of
Compliance for this RFP.
After consideration of all relevant factors, a bidder that demonstrates business practices that
promote clean energy and address climate change as identified in the Certification, shall be
given favorable consideration in the competitive bidding process. Such favorable consideration
shall be consistent with and not supersede any preference given to resident bidders of the State
and/or products raised or manufactured in the State, as explained in the Method of Award
section. But, such favorable consideration shall not be employed if prohibited by law or other
relevant authority or agreement.
3.6. METHOD OF AWARD: Awards will be made in the best interest of the State. The State may
award one or more contracts and reserves the right to make additional awards to other compliant
bidders at any time if such award is deemed to be in the best interest of the State. All other
considerations being equal, preference will be given first to resident bidders of the state and/or to
products raised or manufactured in the state, and then to bidders who have practices that
promote clean energy and address climate change, as identified in the applicable Certificate of
Compliance.
3.6.1. Evaluation Criteria: Consideration shall be given to the Bidder's project approach and
methodology, qualifications and experience, ability to provide the services within the defined
timeline, cost, and/or success in completing similar projects, as applicable, and to the extent
specified below.
3.6.1.1. Proposals will be evaluated on the following criteria and weightings:
3.6.1.1.1. (1) Creative Capabilities (25%) - quality of portfolio and past creative work on
lottery or gaming products, including samples of campaigns across digital/social, print,
and out-of-home formats;
3.6.1.1.2. (2) Lottery/Gaming Marketing Experience (25%) - demonstrated experience
developing and executing marketing campaigns for state lottery or gaming
organizations, including measurable outcomes; Team Qualifications- relevant
credentials and experience of the specific staff assigned to the account;
3.6.1.1.3. (3) Cost and Value (30%) - overall value, clarity and competitiveness of pricing
structure across both core and optional expanded scope, and transparency of billing;
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3.6.1.1.4. (4) Technical Approach and Campaign Strategy (20%) - quality and specificity
of the proposed approach, including how the vendor would integrate with an existing
media strategy managed by a separate vendor, as well as capacity to expand into full-
service support if required
3.7. CONTRACT NEGOTIATION: Upon completion of the evaluation process, the State may select
one or more bidders with which to negotiate a contract, based on the evaluation findings and
other criteria deemed relevant for ensuring that the decision made is in the best interest of the
State. In the event State is not successful in negotiating a contract with a selected bidder, the
State reserves the option of negotiating with another bidder, or to end the proposal process
entirely. A selected bidder must be prequalified by the State of Vermont Chief Marketing Officer
before a resulting contract can be executed.
3.8. COST OF PREPARATION: Bidder shall be solely responsible for all expenses incurred in the
preparation of a response to this RFP and shall be responsible for all expenses associated with
any presentations or demonstrations associated with this request and/or any proposals made.
3.9. CONTRACT TERMS: The selected bidder(s) will be expected to sign a contract with the State,
including the Standard Contract Form and Attachment C as attached to this RFP for reference. If
IT Attachment D is included in this RFP, terms may be modified based upon the solution
proposed by the Bidder, subject to approval by the Agency of Digital Services.
3.9.1. Business Registration. To be awarded a contract by the State of Vermont a bidder
(except an individual doing business in his/her own name) must be registered with the
Vermont Secretary of State's office https://sos.vermont.gov/corporations/registration/ and
must obtain a Contractor's Business Account Number issued by the Vermont Department of
Taxes http://tax.vermont.gov/ .
3.9.2. The contract will obligate the bidder to provide the services and/or products identified in its
bid, at the prices listed.
3.9.3. Payment Terms. Percentage discounts may be offered for prompt payments of invoices;
however, such discounts must be in effect for a period of 30 days or more in order to be
considered in making awards.
3.9.4. Retainage. In the discretion of the State, a contract resulting from this RFP may provide
that the State withhold a percentage of the total amount payable for some or all deliverables,
such retainage to be payable upon satisfactory completion and State acceptance in
accordance with the terms and conditions of the contract.
3.9.5. Quality. If applicable, all products provided under a contract with the State will be new
and unused, unless otherwise stated. Factory seconds or remanufactured products will not
be accepted unless specifically requested by the purchasing agency. All products provided
by the contractor must meet all federal, state, and local standards for quality and safety
requirements. Products not meeting these standards will be deemed unacceptable and
returned to the contractor for credit at no charge to the State.
4. CONTENT AND FORMAT OF RESPONSES: The content and format requirements listed below are
the minimum requirements for State evaluation. These requirements are not intended to limit the
content of a Bidder's proposal. Bidders may include additional information or offer alternative
solutions for the State's consideration. However, the State discourages overly lengthy and costly
proposals, and Bidders are advised to include only such information in their response as may be
relevant to the requirements of this solicitation.
4.1. Unsolicited Bidder-Confidential Information Prohibited. Bidders are hereby expressly
directed not to include any confidential information in their proposal submissions, except as
specifically permitted below. By submitting a proposal in response to this RFP, bidders
acknowledge and agree to abide by the terms and conditions outlined in this document, including
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the prohibition on submitting confidential information. This prohibition reduces the burden on the
State while preventing bidder-confidential information from entering the public record.
4.2. Disclosure under Public Records Act. All information received by the State in response
to this solicitation will become part of the contract file and subject to public disclosure in
accordance with the State's Public Records Act, 1 V.S.A. 315 et seq. The State may also
choose to publicly post responses to this solicitation and the resulting agreement(s), following
conclusion of this procurement process.
4.3. Unsolicited Confidential Materials. The State intends to redact or withhold only those
confidential materials specifically requested below. All other materials, including those marked as
confidential by bidders, are subject to disclosure if requested under the Public Records Act, or
public posting.
4.4. State Not Responsible for Disclosure of Unmarked Bidder-Confidential
Information. It is the sole responsibility of the bidder to ensure that, other than where specifically
directed or permitted by this RFP and accordingly marked as described below, no information that
should not be publicly disclosed is included in their proposal materials, including any 1) trade
secrets or intellectual property, 2) proprietary financial or business information, 3) personal
information, or 4) any other information that should not be disclosed to the public. For example,
bidders should avoid including specific details of their proprietary technologies or methodologies
that they consider confidential, and any references to previous client engagements should be
presented in a manner that does not disclose the client's confidential information.
4.5. The bid should include a Cover Letter and Technical Response and Price Schedule.
4.6. COVER LETTER:
4.6.1. Exceptions to Contract Terms and Conditions. If a bidder wishes to propose an exception
to any terms and conditions set forth in the Standard Contract Form and its attachments,
such exceptions must be included in the cover letter to the RFP response. Failure to note
exceptions when responding to the RFP will be deemed to be acceptance of the State
contract terms and conditions. If exceptions are not noted in the response to this RFP but
raised during contract negotiations, the State reserves the right to cancel the negotiation if
deemed to be in the best interests of the State. Note that exceptions to contract terms may
cause rejection of the proposal, and that the State's non-rejection of a proposal on this basis
does not indicate acceptance of the exceptions.
4.7. TECHNICAL RESPONSE. In response to this RFP, a bidder shall:
4.7.1. Provide details concerning your form of business organization, company size and
resources.
4.7.2. Describe your capabilities and particular experience relevant to the RFP requirements.
4.7.3. If you have experience working with the State of Vermont, identify all current or past State
projects. Provide the name of the Vermont department or agency and the project title or a
brief description of the work. Do not include references or statements from State of Vermont
agencies or employees.
4.7.4. Identify the names of all subcontractors you intend to use, the portions of the work the
subcontractors will perform, and address the background and experience of the
subcontractor(s), in response to the questions described above in this section.
4.8. REFERENCES. Provide the names, addresses, and phone numbers of at least three companies
with whom you have transacted similar business in the last 12 months. You must include contact
names who can talk knowledgeably about performance. Do not list a State of Vermont agency or
employee as a reference.
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4.9. REPORTING REQUIREMENTS: Provide a sample of any reporting documentation that may be
applicable to the Detailed Requirements of this RFP.
4.10. PRICE SCHEDULE: Bidders shall submit their pricing information in the Price Schedule
attached to the RFP.
4.11. CERTIFICATE OF COMPLIANCE: This form must be completed and submitted as part
of the response for the proposal to be considered valid.
5. SUBMISSION INSTRUCTIONS:
5.1. CLOSING DATE: Bids must be received by the State by the due date specified on the front page
of this RFP. Late bids will not be considered.
5.1.1. The State may, for cause, issue an addendum to change the date and/or time when bids
are due. If a change is made, the State will inform all bidders by posting at the webpage
indicated on the front page of this RFP.
5.1.2. There will not be a public bid opening. However, the State will record the name, city and
state for any and all bids received by the due date.
5.2. ELECTRONIC BIDS ONLY: All bids under this RFP must be submitted electronically in
accordance with the submission requirements herein.
5.2.1. Electronic bids will be accepted via email submission to
SOV.ThePathForward@vermont.gov. The subject line of the email submission must
reference the Project Title as indicated on the front page of this RFP. USE SUBJECT:
LOTTERY MARKETING
5.2.1.1. Bids must consist of a single email with a single, digitally searchable PDF attachment
containing all components of the bid. Multiple emails and/or multiple attachments will
not be accepted.
5.2.1.2. There is an attachment size limit of 40 MB. It is the Bidder's responsibility to
compress the PDF file containing its bid if necessary in order to meet this size
limitation. It is also the Bidder's responsibility to ensure that their own email system
can send and receive messages up to this size.
6. BID SUBMISSION CHECKLIST:
Cover Letter
Technical Response
Redacted Technical Response, if applicable
References
Price Schedule
Signed Certificate of Compliance
7. ATTACHMENTS:
7.1. Certificate of Compliance
7.2. Price Schedule
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7.3. Worker Classification Compliance Requirement; Subcontractor Reporting Form
7.4. Standard State Contract with its associated attachments, including but not limited to,
Attachment C: Standard State Provisions for Contracts and Grants (February 13, 2026)
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