Media Buying RFP Issued By Energy Trust of Oregon

Media Buying Services Traditional, Programmatic Digital, and Search Engine Advertising Energy Trust of Oregon, Inc. (“Energy Trust”), an Oregon non-profit 501(c)(3) corporation, is seeking qualifications from Respondents for media buying services as described below.

Energy Trust is an independent nonprofit organization dedicated to energy efficiency and renewable power development. Energy Trust’s services, cash incentives, and solutions have helped participating customers of Portland General Electric, Pacific Power, NW Natural, Cascade Natural Gas, and Avista save more than $8.2 billion on their energy bills. Since 2002, the organization’s leadership has been a contributing factor in the region’s low energy costs and in building a sustainable energy future. More information about Energy Trust’s background, funding sources, strategic and action plans, policies and programs are available on our website at


The purpose of the RFQ is to find a media buyer(s) to place advertising across the state, with particular focus on rural areas and communities of color and, upon identification of qualified media buying service providers, enter into contract(s) for those services. The primary objective of the services sought is to raise awareness of Energy Trust’s offerings and motivate customers to act, particularly among communities of color and moderate income customers. Energy Trust plans on entering into contract (s) with the selected media buyer(s) for two years, with the potential for two additional one-year renewal extensions. This work can be approached in three parts, with respondents choosing to provide information on their qualifications in all or some of the following areas: traditional advertising (radio, broadcast television, print, and outdoor), programmatic digital (all digital that is purchased based on target audiences rather than specific websites), and search advertising (Google search management). Respondents interested in search advertising may request additional information on current practice from Shelly Carlton at Energy Trust will provide the overall advertising strategy, targeting information, and advertising goals, but the media buyer will contribute subject matter expertise to refine and adjust strategies. Campaign development and execution is the work of multiple teams, and the media buyer will be involved in collaborative work with other agencies. The media buyer will use information provided by Energy Trust or other agencies to develop recommendations for advertising placement as outlined below. Energy Trust will review each proposal, provide feedback, and approve placement. Energy Trust runs brand, B2B and B2C ads and will provide all creative assets to the agency for trafficking. The advertising budget for 2021 is roughly $1.5 million and is expected to remain at that level for the next three years. Energy Trust will provide budget splits between brand, B2B and B2C advertising content. Energy Trust generally runs two campaigns per year, one in the Spring and one in the Fall. There may be additional, smaller campaigns or more editorially focused media buying in addition to the three main campaigns.

Scope of Work:

Statements of qualifications are accepted from October 21st until November 2nd, 2020 at 5:00 p.m. Energy Trust will examine all responses carefully. Responses containing the required information outlined below must be submitted electronically, in PDF format, to Shelly Carlton at

1. Experience and Strengths, Rates (up to 2 pages): Please provide a cover letter describing your company’s key strengths (maximum of 2 pages) that addresses each of the following requirements:

a. Describe the respondent’s primary business, location of office(s) and contact information.

b. Disclose any blended rates associated with the services you provide. Specifically include total yearly costs for services described in this RFQ.

c. List relevant experience with media planning and purchasing and with respect to the services sought and Energy Trust’s objectives for 2021.

d. List any experience or subject matter expertise in:

i. Marketing for local, national or international nonprofits or aid organizations

ii. Cross-cultural/multicultural marketing and media strategies

iii. Social good, racial or environmental justice or public awareness campaigns

e. Describe how you incorporate diversity into your client services, particularly as it relates to project staffing and the capture of multiple perspectives.

f. Describe experience particular to reaching communities of color, low-income customers, and rural communities. Specifically, describe evidence of good faith efforts in past performance to integrate focus on diversity, equity and inclusion into the services you provide, including, but not limited to any teaming with minority or women-owned businesses.

g. Disclose whether the respondent is Oregon COBID listed or minority or womenowned

h. Provide contact information (company/individual name, title, phone number, email and address) for three professional references regarding your media buying experience.

2. Templates and processes (up to 6 pages):

a. Provide templates for advertising planning and reporting

b. Provide samples of trafficking schedules and processes

Due Date:

November 2nd, 2020 at 5:00 p.m.


Shelly Carlton at

Relevant agencies to consider include Edelman PR and Ruder Finn.

You may also like...