Request for Proposals for Marketing and Communications for the Robotics Industry RFP No. 2025-JAII-01 Massachusetts Technology Collaborative
75 North Drive
Westborough, MA 01581-3340
Procurement Team Leader: Peter Haas
All Applications must be submitted electronically to proposals@masstech.org
Responses Due: 8/6/2024
1. INTRODUCTION
1.1 Overview
Massachusetts Technology Collaborative (“Mass Tech Collaborative” or “MassTech”) is issuing this
Request for Proposals for Marketing and Communications for Robotics in Massachusetts (RFP
No.2025-JAII-01) (the “RFP”) to solicit responses from qualified contractors (“Respondents”) with
experience in developing and executing multi-pronged marketing campaigns. Respondents will
be competing against each other for selection to provide the services set forth herein (the “Services”).
The submissions of all Respondents shall be compared and evaluated pursuant to the evaluation
criteria set forth in this RFP, and a single Respondent may be selected.
Mass Tech Collaborative will enter into a Services Agreement and Statement of Work with selected
Respondents containing certain standard provisions (the “Agreement”), located HERE, which will
contain the Additional Federal Provisions in Attachment D.
1.2 Mass Tech Collaborative and the Innovation Institute
Mass Tech Collaborative is an independent public instrumentality of the Commonwealth of
Massachusetts chartered by the Commonwealth to serve as a catalyst for growing its innovation
economy. Mass Tech Collaborative brings together leaders from industry, academia, and
government to advance technology-focused solutions that lead to economic growth, job creation,
and public benefits in Massachusetts. Mass Tech Collaborative has six primary divisions: The
Innovation Institute, the Massachusetts Broadband Institute, the Massachusetts e-Health Institute,
the Center for Advanced Manufacturing, the MassCyberCenter, and the Northeast Microelectronics
Coalition Hub. For additional information about Mass Tech Collaborative and its programs and
initiatives, please visit our website at www.masstech.org.
Established in 2004, the mission of the Innovation Institute at MassTech is to enhance conditions
for economic growth in the Commonwealth by supporting the industries and institutions that
constitute the Massachusetts Innovation Ecosystems. The Innovation Institute continually evaluates trends in the state’s innovation economy and provides targeted services, often accompanied by investments, to support growth in key industry clusters in the Commonwealth. Its ability to engage near industry leaders and key stakeholders and to allocate and invest resources in a flexible manner to address ever-changing market conditions is a vital advantage for the Innovation
Institute’s work. The Innovation Institute also invests in building the research enterprise in
Massachusetts.
In early 2024, MassTech launched a new initiative to boost the robotics sector across the state, an
effort funded through $5 million in investment. It established a Robotics Department within the
Innovation Institute at MassTech, to help catalyze a comprehensive statewide cluster development
effort for robotics, focusing on expansion of research and development (R&D), testing,
commercialization, and workforce development throughout the state. For more information about
the Innovation Institute and the Robotics Department and its activities and investments, please visit its website at https://innovation.masstech.org/robotics.
2. SERVICES REQUIRED
2.1 Overview – The Robotics Ecosystem in Massachusetts
Massachusetts stands as a beacon of robotics innovation, boasting over 400 companies, 40 robotics R&D labs, and key industry leaders that form the backbone of the robotics sector nationally. Coupled with a dynamic venture capital environment and robust support for burgeoning enterprises, the Commonwealth’s innovation economy, startup communities, successful robotics businesses, and premier educational programs collectively position Massachusetts as the preeminent hub for robotics development in the United States.
In a bid to harness this latent potential, the Robotics Department at MassTech is committed to fortifying the robotics community and ecosystem within Massachusetts. This will be achieved through the initiation of a comprehensive media campaign aimed at highlighting the unique strengths and opportunities available for robotics endeavors in the Commonwealth. This campaign seeks to articulate a cohesive narrative that celebrates the Massachusetts robotics cluster, resonating with audiences both within and beyond state lines. Similar campaigns exist both in other ecosystems within Massachusetts and in other robotics ecosystems across the country. Our vision for this campaign is founded on three pillars that exemplify the MA robotics ecosystem’s core strengths: innovation, commercialization, and workforce/talent.
The Innovation Institute invites proposals from firms with a proven record in marketing and branding to craft and execute this campaign over a two-year period. The proposed campaign should adeptly convey the historical lineage, current achievements, and the promising future of robotics in Massachusetts, weaving together the state’s rich heritage and its aspirations for an innovative and flourishing future.
2.2 Scope of Services
A successful Applicant will assist the Robotics Department in the creation and implementation of an economically efficient communications campaign that will highlight the strengths of the robotics cluster in Massachusetts and showcase the unique opportunities the cluster can offer new and existing entities. The campaign should create a strong brand identity for robotics in Massachusetts and be a platform to communicate the vitality of the states’ innovation economy.
The marketing campaign will be executed in two phases. Phase 1 is brand creation and involves the
creation of semi-permanent assets that the campaign will use over the long term, such as a website and videos. We envision Phase 1 to be executed within the first 90-120 days of the contract. Phase 2 is the ongoing maintenance of the campaign and includes development of social media posts and the creation of additional, smaller assets. Phase 2 will run through December 31, 2026.
The Innovation Institute is seeking an Applicant that can provide the following services. Specific
deliverables are outlined and divided into the two phases of work:
Phase 1: Brand/Campaign Creation
Tagline and artwork for a fresh initiative with the desired position of becoming the brand of the
robotics cluster in Massachusetts. Deliverables include logo files in various formats (JPEG, PNG,
etc.) for digital and print use, as well as a style guide.
Website design files for a landing page as the center for this campaign. Design files should be
compatible with DRUPAL and the website should include a homepage, about us, contact page, a
news or highlights page, and any other critical information. The website will be hosted on a custom
domain by MassTech.
Design and production of 6 short videos (2-3 minutes each) that showcase the specific pillars of
strength of the Massachusetts robotics ecosystem: innovation, commercialization, and workforce
development/talent; and 3 longer videos that combine all the elements into a 5-minute overview of
the ecosystem. Collect B-roll of robots and robotics company staff from robotics companies across the Commonwealth (the Robotics Department will select the companies). Deliverables include final edited videos as well as raw footage files, including b-roll.
Creation of relevant social media account(s) to be managed by MassTech.
Phase 2: Brand/Campaign Maintenance
Video content creation for social media accounts that highlight current events in the robotics
ecosystem and promote audience engagement. The MassTech team will review and approve
content to be posted.
Design and production of 24 short videos (2-3 minutes each) that showcase the specific pillars of
strength of the Massachusetts robotics ecosystem: innovation, commercialization, and workforce
development/talent.
Updates to the website with news highlights, changes to the ecosystem, etc.
Creation of 24 short (30s – 1m) video clips highlighting projects that can be posted to social media
Creation and distribution of digital advertising
Creation of tradeshow assets such as brochures, flyers, banners, etc.
Social media and advertising analytics, with reactive strategies to better reach our various
audiences.
The materials submitted should comply with the branding requirements of MassTech’s Communications Department, who will be adjacently involved in the design process to ensure alignment.
