Scope: Region 5 comprises five intermediate school districts (ISDs)-Bay‑Arenac ISD, Midland ESA, Gratiot‑Isabella RESD, Clare‑Gladwin RESD, and Saginaw ISD–serving 70,000+ students and their families. Through the MiLEAP‑funded 35i Family Engagement Grant, Region 5 has identified two barriers to student success: chronic absenteeism and excessive or unmonitored screen time.
The selected partner will deliver a region‑wide, multi‑phase campaign that:
1. Educates families on the academic and social costs of poor attendance.
2. Promotes actionable, culturally responsive family‑school engagement strategies.
3. Encourages developmentally healthy screen‑time habits.
4. Celebrates local success stories and amplifies unified messaging across all five ISDs. All messaging must align with the MiFamily Engagement Framework.
5. Proposed 18-month campaign budget, including all expenses, should not exceed
$75,000*.
Project Description should include but is not limited to:
The agency will be expected to provide full‑service marketing support, including but not limited
to:
•Creative concept development (visual identity, taglines, copy).
•Demonstrate and execute understanding of communication principles–using measurable data and SMART objectives to guide strategy and evaluation.
•Content production for digital (OTT, social, video), print, and community marketing materials
(billboard, etc)
•Media planning, buying, and placement in cost‑effective, high‑reach channels–ensure all non‑print marketing costs, including estimated ad‑placement fees from external partners/agencies, are fully built into the submitted budget.
•Social‑media campaign management with budgeted ad spend and a budget narrative to
demonstrate anticipated analytics
•Social media digital toolkit for organic communication outreach along with consultation on communication strategy for district and community allocation along with a communications calendar
•Potential website development and/or website content creation, updating, and monitoring and a transition plan for the conclusion of the campaign with all materials in editable format.
•Analytics, search engine optimization, and monthly performance reporting.
•Collaboration with Region 5 staff/steering committee; attendance at key meetings.
•ADA and Section 508 compliance for all digital materials—deliverables must meet these standards to be accepted as final.
MANDATORY QUALIFICATIONS OF THE AGENCY
Proposers must affirm:
1. Current licensure to do business in the State of Michigan and insured.
2. A minimum of three (3) years’ experience managing statewide or regional
public‑awareness or education campaigns
3. Staffing with expertise in creative development, media buying, analytics, and account management.
4. Demonstrated experience reaching multilingual or historically underserved audiences.
5. Ability to ensure ADA and Section 508 compliance for all digital materials and
deliverables
6. Commitment to equal employment opportunity and non‑discrimination.
7. No record of default or terminated contracts within the past five (5) years.
8. Awareness of FERPA requirements when utilizing images
Due Date: Thursday July 17, 2025, by 1:00 p.m.
Contact: Nicole Napolitano napolitanon@baisd.net