Scope:
1. Services to be Provided
The successful Bidder will be responsible for providing full marketing and advertising services, including fullservice capabilities in each of the following areas:
1. Strategic Planning.Account Management.Creative Development.Job Trafficking.Media Planning and Buying.Production Planning and Execution.Public Relations.Web-based Advertising and Promotions.Social Media Advertising and Promotions.Direct Marketing (via mail, web based and social media).Event Planning.Sales Promotions.Evaluation and recommendation of promotions and sponsorshipsOther special abilities
2. Implementation Workplan Specifications
The following specifications establish the minimum standards with which the successful Bidder must comply.
2. Advertising Strategy
The successful Bidder will demonstrate familiarity with or become familiar with the Maine Lottery business including games, advertising media and public relations efforts. The successful Bidder will work with the Department to develop and execute a comprehensive marketing and advertising plan to support Lottery products and overall image to favorably position Lottery products for sale with respect to entertainment dollars.
2. Creative and Production Services
The successful Bidder will provide creative and production services for TV and radio commercials.
2. Media Services
The successful Bidder will provide a strategic approach for Media planning and buying for:
i. TV.
ii. Radio.
iii. Web, Digital.
iv. Social Media; and
v. Out of Home Advertising.
vi. Other if applicable.
3. Advertising and Public Relations Services
The successful Bidder will provide professional advertising and public relations services upon request by the Lottery. These services include, but are not necessarily limited to, the following:
3. Develop and deliver an annual Lottery Marketing Plan, including but not limited to, recommendations for radio, television, print, digital, promotions, website and social media, development and marketing efforts, agent and consumer incentives, and public relations efforts.Develop and manage social media marketing strategies. Assist in managing daily operations of the Lottery social media channels such as but not limited to Facebook, X, Instagram and YouTube. Provide detailed analysis, monitor and track performance of these venues. Monitor emerging trends in social media and make recommendations for building awareness of overall lottery products.Develop and create short and long term creative strategic planning for product branding, development, and positioning to reach established sales goals.Provide production supervisory services for all collateral and advertising needs.Prepare story boards, layouts, comprehensive sketches and suggested copy to be approved prior to production.Arrange the medium, space, time, location and/or other means to be used for advertising, endeavoring to secure the most advantageous rates available.Check and verify insertions, displays, broadcasts or other media used, to ensure that third parties have performed their services as per contract. Contract 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.Negotiate, arrange and contract for any special talent required including, but not limited to, television and radio production, photography, models, special effects, printing and any other necessary technical material for use in the marketing program.Audit all invoices from all suppliers. Negotiate credit for erroneous billing and/or insufficient services.Develop and administer a public relations plan to include but not limited to increase public awareness of the favorable aspects of the lottery, in-state winners’ awareness, promoting a positive lottery image, provide press information for new games, promotions and products. Draft and distribute press releases and coordinate press conferences for the Lottery as needed.Write, design, illustrate or otherwise create and prepare advertisements including broadcast commercials and print material. Advertising materials include but are not limited to indoor and outdoor signage, point-of-sale pieces, brochures, miscellaneous promotional items, jackpot signage, posters and agent and player communications.Plan and coordinate Lottery promotional live events such as, but not limited to, anniversary celebrations and second chance drawing events.Negotiate, arrange and draft contracts with television stations for the drawing and/or airing of lottery winning numbers.Assist the Lottery in staffing promotional events upon request.Provide an account executive responsible for the development, management and coordination of all jobs, projects, marketing, advertising and public relations efforts administered by the agency. The executive must be able to provide the Lottery with insight on new and upcoming trends within the retail environment and the Lottery industry and make recommendations on implementation of such. This person must possess strong organizational skills, be detail orientated and have excellent communication skills. The executive must have the ability to assist in creating and maintaining web based and social media promotions. This executive will be the Lottery’s key contact person and will be required to meet with the Lottery staff as needed.
Due Date: June 26, 2025, no later than 11:59 p.m., local time.
Contact: Michael Boardman michael.boardman@maine.gov Proposals@maine.gov
