Marketing and Expanded Outreach Plan for Unclaimed Funds
| Location: | Ohio |
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| Posted: | Dec 1, 2025 |
| Due: | Dec 16, 2025 |
| Agency: | State Government of Ohio |
| Type of Government: | State & Local |
| Category: |
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| Solicitation No: | SRC0000034681 |
| Publication URL: | To access bid details, please log in. |
| Solicitation ID: | SRC0000034681 |
| Solicitation Name: | Marketing and Expanded Outreach Plan for Unclaimed Funds |
| Original Begin Date: | 12/1/2025 11:08:54 AM |
| Begin Date: | 12/1/2025 11:08:54 AM |
| End Date: | 12/16/2025 12:00:00 PM |
| Inquiry End Date: | 12/9/2025 12:00:00 PM |
| Commodity: | Marketing plans |
| MBE Set Aside: | MBE Set Aside |
| Agency: |
COM100000 Administration COMTUSG
COM-Dept of Commerce |
| Solicitation Status: | Open for Bidding |
| Solicitation Type: | Request For Proposal (RFP) (Double Envelope) |
Solicitation General Information
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In an MBE set-aside solicitation, only those bidders/suppliers with an active MBE certification at the time the solicitation closes can submit a response
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Solicitation ID
SRC0000034681
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Solicitation Name
Marketing and Expanded Outreach Plan for Unclaimed Funds
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RFx Type
Request For Proposal (RFP) (Double Envelope)
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Lot #
1
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Solicitation Status
Open for Bidding
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Round #
1
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MBE Set Aside
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Begin Date
12/1/2025 11:08:54 AM (ET)
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Amendment?
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End Date
12/16/2025 12:00:00 PM (ET)
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Inquiry End Date
12/9/2025 12:00:00 PM
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Summary
The Department’s Division of Unclaimed Funds (the Division) is responsible for the safekeeping and management of unclaimed funds. These unclaimed funds, which include, but are not limited to, dormant bank accounts, rent or utility deposits, uncashed checks, and unclaimed insurance policies, are reported to the Division on an annual basis from businesses throughout Ohio. The Division actively works to track down the rightful owner and reunite them with their hard-earned but forgotten money.
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Predecessor Contract
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Process
The purpose of this RFP is to obtain proposals from qualified Offerors (hereinafter “Contractors”) interested in partnering with the Division to provide marketing services. These services include, but are not limited to, creating content, placing advertisements, and scheduling and purchasing media that reaches the target audience outlined in this RFP.
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Ship To
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1 Record(s)
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Solicitation Documents
2 Record(s)
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Attachment Preview
OHIO DEPARTMENT OF COMMERCE
REQUEST FOR PROPOSALS (RFP)
SRC34681
The Ohio Department of Commerce (the Department) is soliciting Proposals for professional marketing services.
1. Project Information:
1.1. Project Title: Marketing and Expanded Outreach Plan for Unclaimed Funds
1.2. Posting and Due Dates: December 1, 2025 – December 16, 2025, 12:00PM EDT
1.3. Inquiry Start and End Dates: December 1, 2025 – December 9, 2025, 12:00PM EDT
Proposals received after the due date and time will not be evaluated.
1.4. Background: The Department’s Division of Unclaimed Funds (the Division) is responsible for the
safekeeping and management of unclaimed funds. These unclaimed funds, which include, but are not
limited to, dormant bank accounts, rent or utility deposits, uncashed checks, and unclaimed insurance
policies, are reported to the Division on an annual basis from businesses throughout Ohio. The Division
actively works to track down the rightful owner and reunite them with their hard-earned but forgotten
money.
The Division’s mission is to improve the quality of service to our customers by collecting unclaimed
property equitably, managing the property wisely and effectively, and returning it timely to the rightful
owners. To increase our ability to expeditiously return funds to their rightful owners, the Division is
implementing targeted outreach strategies.
1.4.1 The Division’s defined outreach strategies are as follows:
A.
Prioritizing contact with reported owners or potential claimants of unclaimed funds (i.e.,
the target audience);
B.
Increasing public awareness of unclaimed funds and how to search for and locate them;
and
C.
Educating Ohioans on unclaimed funds and the claims process. For more information,
visit https://unclaimedfunds.ohio.gov.
1.4.2 House Bill 96 (136th General Assembly) Overview:
A.
Effective September 30, 2025, Ohio Revised Code Section 169.08, as amended,
provides that unclaimed funds and interest first reported to the Department on or before
January 1, 2016, are deemed abandoned and escheat to the state on January 1, 2026, if
no valid claim is filed by the owner or another person claiming a right to payment on or
before that date. Similarly, unclaimed funds and interest first reported to the Department
after January 1, 2016, are deemed abandoned and escheat to the state on the tenth
anniversary of the reporting date if no valid claim is filed on or before the tenth
anniversary of the reporting date. However, the statute provides a ten-year grace period,
ending January 1, 2036, during which former owners or other persons claiming a property
interest in abandoned and escheated unclaimed funds may still file a claim for payment.
B.
In addition, the Ohio Legislature earmarked a portion of the Division’s annual fiscal year
appropriation for outreach and advertising, enabling the Division to leverage technology
and both direct and indirect methods to locate and notify owners of unclaimed funds. As a
result, proactive engagement with reported owners and potential claimants is a central
focus of the Division’s expanded outreach strategy.
1.5 Project Objective: The purpose of this RFP is to obtain Proposals from qualified Offerors (hereinafter
Contractors) interested in partnering with the Division to provide marketing services. These services
include, but are not limited to, creating content, placing advertisements, and scheduling and purchasing
media that reaches the target audience outlined in this RFP.
The Division is seeking consulting or professional services firms with a demonstrated track record of
creating effective marketing campaigns, producing high-quality videos and public service announcements
(PSAs), and implementing successful media strategies that align with defined objectives. The ideal
Contractor for this project will have at least ten (10) years of experience in developing and executing
strategic media, outreach, and educational campaigns, and must be able to deliver high-quality results
under the Division’s accelerated timelines. This experience should span creative development, media
buying, performance measurement, and strategic planning.
Subject to the prior written approval of the Department, Contractors may partner with subcontractors to
create a team that can deliver high-quality results. However, there must be one “lead” Contractor that is
fully responsible for providing the strategic direction of the campaign, managing all partners and
subcontractors, and overseeing the execution and completion of the work under this RFP. All billing must
be managed through the lead Contractor, and all subcontracts will be at the sole expense of the
Contractor. Subcontractors are invited and encouraged to participate in meetings with the Division based
on their expertise.
1.6 Definition of Proposal: For purposes of this RFP, the term “Proposal” refers to the materials submitted to
the Department by a Contractor for consideration of a contract for the services described herein. A
Proposal consists of two components: (1) the Technical Proposal and (2) the Cost Proposal. A
Contractor must submit both a Technical Proposal and a Cost Proposal as part of its Proposal package
before the Proposal due date and time. These are two separate components which shall be submitted as
separate electronic documents and clearly identified as either “Technical Proposal” or “Cost Proposal”
and the RFP number.
The selected Contractor shall be responsible for marketing to specific target audiences. The Division has
identified tentative prioritized initiatives, which can be found in Section 2 (Scope of Work & Deliverables).
1.7 Project Budget: Not to exceed one million dollars ($1,000,000.00) per State of Ohio fiscal year ending
June 30, 2026, and June 30, 2027, respectively. The Contractor must submit a detailed and itemized
Cost Proposal that outlines the full project budget including professional fees, advertising expenses, and
media costs.
1.8 Agreement Term and Project Period: Once awarded, the Contract term will begin upon final signature and
continue through June 30, 2027. This period is contingent upon satisfactory performance, compliance
with the Contract’s terms and conditions, continued availability of appropriation, and all required
approvals. Through mutual agreement between the Contractor and the Department, the Contract may be
renewed for up to two additional fiscal years, subject to and contingent upon the availability of
appropriated funds by the Ohio General Assembly and all required approvals.
1.9 Contractor Responsibilities: The selected Contractor shall fulfill all requirements outlined in this RFP and
the Contract. Failure to meet these obligations may result in termination of the Contract.
2. Scope of Work & Deliverables:
Throughout the Contract term ending June 30, 2027, the Contractor shall ensure its project satisfies the following
objectives:
2.1
A. Develops creative content that is educational, engaging, or empowering;
B. Includes a Call to Action – website, phone number, or QR code as determined by the Division;
C. Schedules all creative content with media to reach the defined target audience; and
D. Identifies and includes tracking mechanisms within the project.
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2.2 Spokesperson Plan: In May 2024, the Division hosted a focus group to gain insights and feedback from
the public on its brand, website, and PSAs. One of the biggest takeaways was that the Division needs to
identify an unclaimed funds spokesperson, preferably someone recognizable, who over time will become
a trustworthy source or “the face of” Ohio Unclaimed Funds.
The spokesperson for the Division of Unclaimed Funds will provide:
A. Statewide Recognition and Trust – The spokesperson should be a well-known and trusted figure
across Ohio. He or she must resonate with older and rural audiences, who are often more difficult
to reach through digital channels. A strong reputation for integrity and community involvement is
essential, as it aligns with the mission of returning unclaimed funds to their rightful owners. Focus
group feedback suggests that a former Ohio State University athlete or someone affiliated with the
university may be especially effective in this role. However, the Division welcomes additional
recommendations from the Contractor.
B. Message Amplification Across Channels – A spokesperson’s involvement enables a multi-channel
campaign that feels cohesive and personal.
C. Earned Media and Community Engagement – The spokesperson’s appearances, whether in person
or through pre-recorded messages, help generate earned media coverage that expands the
campaign’s reach at no additional cost. Their presence often attracts and encourages local news
coverage in smaller markets, and adds a human face to a government program, making the
initiative more relatable.
2.3 Unclaimed Funds Month: The Division will continue to observe February as “Unclaimed Funds Month”
during 2026 and 2027, which may serve as a focal point for certain outreach and media activities.
2.4 Additional Objectives:
A. STRATEGIC PLAN: The Contractor is expected to make recommendations, generate and submit
ideas as part of the project execution to meet the stated project objectives.
i. Provide a project work plan for the Division based on the project objectives and goals with a
calendar showing the recommended activities to pursue and timeline of execution.
ii. The Contractor should also share market research, concept testing and A/B testing of both
broadcast and digital advertising to guide strategic decisions.
iii. Keep in mind that Unclaimed Funds month is February. Scheduling may vary depending on
the spokesperson’s availability.
B. CREATIVE: Develop creative concepts that will engage audiences and achieve desired campaign
results.
i. Adhere to the Department’s branding guidelines and maintain the Department’s brand.
ii. Collaborate with the Department’s Communications team.
iii. Create a minimum of (2-3) innovative, creative, relatable concepts for target audiences
identified in this RFP by the deadline dates approved by the Division.
iv. Make relevant edits to concepts based on research and feedback upon review by the
Department.
v. Create storyboards for any videos or PSAs.
C. COPY: Develop outreach materials/messaging at regular, Department-designated intervals that will
engage target audiences and achieve desired results.
i. Adhere to the Department’s branding guidelines and maintain the Department’s brand.
ii. Collaborate with the Department’s Communications team.
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iii. Provide recommendations for messaging, themes, and/or direction for ads.
D. DELIVERABLES: Create all required content for campaigns by scheduled due date(s), which will be
determined collaboratively with the Contractor and the Division and stated in the strategic plan and
developed during project initiation.
i. Schedule and coordinate video production if a spokesperson or representative is available
and approved for campaign use.
ii. Plan to include market research, concept testing of both broadcast television and digital
advertising to understand performance and inform strategic efforts.
iii. Provide content for paid media including, but not limited to: Google Ads, Facebook Ads,
Digital Newspaper Ads, retargeting, public service announcements for television or radio
spots, and other relevant marketing channels.
E. MEDIA BUY: Identify media, prepare media schedule, negotiate, and contract for placement in
conformity with budgeted allocation.
F. METRICS: Provide results to the Division in a live online dashboard where data is updated daily
reporting campaign results, noting any trends, insights, or key takeaways with recommendations on
items for future campaigns.
i. The Division will work with the Contractor to share access to Google Analytics for metrics
including, but not limited to, impressions, CTR, conversion rates, ROI, bounce rates, etc.
ii. Work proactively to set up Google Tags as needed for tracking and conversion
measurements on the Division’s website.
G. CONSULT: Act as an independent contractor to advise, consult, and make recommendations on all
outreach activities including digital advertising, media engagement, campaigns, social, webinars,
and more.
i. Conduct regular meetings with the Division to discuss all marketing strategies and tactics
(from a holistic point of view). The cadence of meetings shall be agreed upon by both the
Division and the Contractor.
2.5 Other Campaign-Related Activities: Perform additional tasks, services, or deliverables as reasonably
requested by the Division that support the overall objectives of the marketing and outreach campaign
outlined in this RFP.
2.6 Suggested Timeline for Scope of Work: The Division anticipates an accelerated timeline for this project,
with much of the work to take place in early 2026. While some flexibility may be permitted based on the
evolving needs and circumstances of the Division, the following represents the Division’s proposed
timeline upon an award of a Contract:
Phase
Project Initiation
Discovery and
Research
Strategy and
Media Planning
Creative
Development
Description
Kickoff meeting, confirm objectives, audiences, key
performance indicators
Review of prior campaigns and results, discuss
Contractor recommendations and spokesperson,
consultation with Department stakeholders
Develop comprehensive multi-channel marketing plan
and spend allocation, secure spokesperson and
production date, finalize work plan, set up tracking
and dashboards
Develop creative assets (at least 2 creative concepts
or themes)
Estimated Duration
1-2 weeks
1-2 weeks
2-4 weeks
3-4 weeks
*depends on
spokesperson
availability
*tv spots will take longer
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Marketing
Research and
Testing
Plan to do concept testing on all ads to understand
performance and inform strategic efforts; revise ads
upon review as necessary; Department stakeholders
to review and approve
Campaign Launch Launch media, manage, monitor, weekly check-ins
Report on Metrics
Provide reporting results, engagement, conversions,
and spend; deliver post-campaign report with insights
and recommendations
4-8 weeks
As soon as possible
*all work must be
launched and running by
June 30, 2026
Monthly after launch
2.7 The Contractor must obtain the Division’s approval for all content prior to its implementation. All final
plans submitted by the Contractor and approved by the Division will become part of the Scope of Work.
3. Technical Proposal Requirements:
The purpose of the Technical Proposal is to demonstrate the Contractor’s ability to translate the Scope of Work into an
actionable, results-driven plan. If a Contractor responds to this RFP, its Technical Proposal shall include: (1) a
comprehensive strategic plan detailing the Contractor’s creative and media strategies for engaging target audiences; and
(2) three previous case studies that illustrate proven success in similar campaigns.
A. STRATEGIC PLAN: The Contractor must submit a proposed work plan aligned with the Division’s objectives and
goals. At a minimum, the Contractor should demonstrate its project work plan with a recommended
spokesperson, ad concepts and copy, market research and testing strategies, a timeline of execution, and
consideration of “Unclaimed Funds Month” in February 2026 and 2027.
B. CASE STUDY 1
The Contractor must demonstrate:
• Client objectives and/or goals.
• Creative conceptual designs that include client branding elements, digital links or images, and video.
• Media planning and placement of all ads and mediums utilized.
• Metrics showing measured results and campaign performance including key takeaways or insights
derived from data. Ultimately, the Division wants to see an understanding of what story the metrics are
telling, so key takeaways are preferred.
C. CASE STUDY 2
The Contractor must demonstrate:
• Client objectives and/or goals.
• Creative conceptual designs that include client branding elements, digital links or images, and video.
• Media planning and placement of all ads and mediums utilized.
• Metrics showing measured results and campaign performance including key takeaways or insights
derived from data. Ultimately, the Division wants to see an understanding of what story the metrics are
telling, so key takeaways are preferred.
D. CASE STUDY 3
The Contractor must demonstrate:
• Client objectives and/or goals.
• Creative conceptual designs that include client branding elements, digital links or images, and video.
• Media planning and placement of all ads and mediums utilized.
• Metrics showing measured results and campaign performance including key takeaways or insights
derived from data. Ultimately, the Division wants to see an understanding of what story the metrics are
telling, so key takeaways are preferred.
A Contractor is expected to propose recommendations and submit ideas that it believes will enable the Division
to achieve its identified objectives.
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