Marketing Services for the Vermont Lottery

Location:	Vermont
Posted:	Apr 17, 2026
Due:	May 8, 2026
Agency:	State of Vermont
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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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

QUESTIONS DUE

RFP RESPONSES DUE BY

April 16, 2026

April 24, 2026 – 4:30 PM (ET)

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

Revised: February 13, 2026

Page 1 of 22

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.

Revised: February 13, 2026

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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.

Revised: February 13, 2026

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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

Revised: February 13, 2026

Page 4 of 22

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

Revised: February 13, 2026

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

TITLE	QUESTIONS DUE	ANSWERS POSTED	DUE DATE	NO POSTING AFTER
Marketing Services for the Vermont Lottery	04/24/2026 04:30PM		05/08/2026 04:30PM

Marketing Services for the Vermont Lottery

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