Tennessee CPO RFP 32601-26001

09-18-25v2 RFP Page 1 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 STATE OF TENNESSEE DEPARTMENT OF TOURIST DEVELOPMENT REQUEST FOR PROPOSALS FOR MARKETING AND ADVERTISING SERVICES RFP # 32601 -26001 RELEASE #2 RFP CONTENTS SECTIONS: 1. INTRODUCTION 2. RFP SCHEDULE OF EVENTS 3. RESPONSE REQUIREMENTS 4. GENERAL CONTRACTING INFORMATION & REQUIREMENTS 5. EVALUATION & CONTRACT AWARD ATTACHMENTS: 6.1. Response Statement of Certifications & Assurances 6.2. Technical Response & Evaluation Guide 6.3. Cost Proposal & Scoring Guide 6.4. Reference Questionnaire 6.5. Score Summary Matrix 6.6. Pro Forma Contract Attachment A: Attestation Re Personnel Used in Contract Performance Attachment B: Rates Attachment C: Job Descriptions 6.7. State’s Strategic Plan 09-18-25v2 RFP Page 2 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 1. INTRODUCTION The State of Tennessee, Department of Tourist Development , hereinafter referred to as “the State,” issues this Request for Proposals (RFP) to define minimum contract requirements; solicit responses; detail response requirements; and, outline the State’s process for evaluating responses and selecting a contractor to provide the needed goods or services. Through this RFP, the State seeks to procure necessary goods or services at the most favorable, competitive prices and to give ALL qualified respondents an opportunity to do business with the state as contractors, subcontractors or suppliers. 1.1. Statement of Procurement Purpose The State seeks to engage a qualified Contractor to provide marketing , advertising and public relations services that will support the State's overarching goal of increasing both in -state and out -of-state tourism. The successful Contractor shall deliver a range of services that include, but are not limited to: brand and sub-brand development; creative concep ting; production and execution of advertising campaigns, public relations; and performance analytics, reporting, etc. These services are designed to attract visitors to Tennessee and to enhance engagement within the State and the State’s designated tourism websites and digital platforms. This RFP outlines the scope of services necessary to support the State’s tourism marketing initiatives, which are further detailed in the Scope of Services contained in the pro forma contract, included as RFP Attachment 6.6. Respondents are expected to dem onstrate relevant experience, strategic capabilities, and measurable success in tourism marketing and advertising, including the ability to effectively target diverse geographic and demographic audiences. The State has included its strategic plan for use i n Respondents’ presentation to showcase how a contractor would continue and grow the brand awareness. The selected Contractor must provide all necessary research tools and resources required to perform the services set out in pro forma Contract Section A.8. Research and Reporting . These tools must be fully operational and available at the time of contract execution. The State will not provide or procure research tools on behalf of the Contractor . Estimated spend for the new contract is $ 25 - $30 M annually for the Contract term. The State notes that annual spend associated with the Public Relations services is estimated at $500,000 annually . The Contract Term will be five (5) years. 1.2. Scope of Service, Contract Period, & Required Terms and Conditions The RFP Attachment 6.6., Pro Forma Contract details the State’s requirements: ▪ Scope of Services and Deliverables (Section A); ▪ Contract Period (Section B); ▪ Payment Terms (Section C); ▪ Standard Terms and Conditions (Section D); and, ▪ Special Terms and Conditions (Section E). The pro forma contract substantially represents the contract document that the successful Respondent must sign. 1.3. Nondiscrimination No person shall be excluded from participation in, be denied benefits of, or be otherwise subjected to discrimination in the performance of a Contract pursuant to this RFP or in the employment practices of the Contractor on the grounds of handicap or disab ility, age, race, creed, color, religion, sex, national origin, or any other classification protected by federal, Tennessee state constitutional, or statutory law. The 09-18-25v2 RFP Page 3 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 Contractor pursuant to this RFP shall, upon request, show proof of such nondiscrimination and shall post in conspicuous places, available to all employees and applicants, notices of nondiscrimination. 1.4. RFP Communications 1.4.1. The State has assigned the following RFP identification number that must be referenced in all communications regarding this RFP: RFP # 32601 -26001 1.4.2. Unauthorized contact about this RFP with employees or officials of the State of Tennessee except as detailed below may result in disqualification from consideration under this procurement process . 1.4.2.1. Prospective Respondents must direct communications concerning this RFP to the following person designated as the Solicitation Coordinator : Andrew Martin Central Procurement Office 312 Rosa L. Parks Ave, Nashville, TN 37243 615-532-7367 Andrew.Martin@tn.gov 1.4.2.2. Notwithstanding the foregoing, Prospective Respondents may alternatively contact: The following individual designated by the State to coordinate compliance with the nondiscrimination requirements of the State of Tennessee, Title VI of the Civil Rights Act of 1964, the Americans with Disabilities Act of 1990, and associated federal regula tions: Helen Crowley Department of General Services 312 Rosa L. Parks Ave 3rd Floor 615-741-3836 Helen.Crowley@tn.gov 1.4.3. Only the State’s official, written responses and communications with Respondents are binding with regard to this RFP. Oral communications between a State official and one or more Respondents are unofficial and non -binding. 1.4.4. Potential Respondents must ensure that the State receives all written questions and comments, including questions and requests for clarification, no later than the Written Questions & Comments Deadline detailed in the RFP Section 2, Schedule of Events . 1.4.5. Respondents must assume the risk of the method of dispatching any communication or response to the State. The State assumes no responsibility for delays or delivery failures resulting from the Respondent’s method of dispatch. Actual or digital “postmarki ng” of a communication or response to the State by a specified deadline is not a substitute for the State’s actual receipt of a communication or response. It is encouraged for Respondents to submit bids digitally. 1.4.6. The State will convey all official responses and communications related to this RFP to the prospective Respondents from whom the State has received a Notice of Intent to Respond (refer to RFP Section 1.8.). 1.4.7. The State reserves the right to determine, at its sole discretion, the method of conveying official, written responses and communications related to this RFP. Such written communications may 09-18-25v2 RFP Page 4 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 be transmitted by mail, hand -delivery, facsimile, electronic mail, Internet posting, or any other means deemed reasonable by the State. For internet posting, please refer to the following website: https://www.tn.gov/generalservices/procurement/central -procurement -office --cpo- /supplier -information/request -for-proposals --rfp--opportunities1.html . 1.4.8. The State reserves the right to determine, at its sole discretion, the appropriate ness and adequa cy of responses to written comments, questions, and requests related to this RFP. The State’s official, written responses will constitute an amendment of this RFP. 1.4.9. Any data or factual information provided by the State (in this RFP, an RFP amendment or any other communication relating to this RFP) is for informational purposes only. The State will make reasonable efforts to ensure the accuracy of such data or inform ation, however it is the Respondent’s obligation to independently verify any data or information provided by the State. The State expressly disclaims the accuracy or adequacy of any information or data that it provides to prospective Respondents. 1.5. Assistance to Respondents With a Handicap or Disability Prospective Respondents with a handicap or disability may receive accommodation relating to the communication of this RFP and participating in the RFP process. Prospective Respondents may contact the Solicitation Coordinator to request such reasonable accommodation no later than the Disability Accommodation Request Deadline detailed in the RFP Section 2, Schedule of Events. 1.6. Respondent Required Review & Waiver of Objections 1.6.1. Each prospective Respondent must carefully review this RFP, including but not limited to, attachments, the RFP Attachment 6.6., Pro Forma Contract , and any amendments, for questions, comments, defects, objections, or any other matter requiring clarification or correction (collectively called “questions and comments”). 1.6.2. Any prospective Respondent having questions and comments concerning this RFP must provide them in writing to the State no later than the Written Questions & Comments Deadline detailed in the RFP Section 2, Schedule of Events. 1.6.3. Protests based on any objection to the RFP shall be considered waived and invalid if the objection has not been brought to the attention of the State, in writing, by the Written Questions & Comments Deadline. 1.7. Pre-Response Conference A Pre -response Conference will be held at the time and date detailed in the RFP Section 2, Schedule of Events. Pre -response Conference attendance is not mandatory, and prospective Respondents may be limited to a maximum number of attendees depending upon overall attendance and space limitations. The conference will be held at: Microsoft Teams Need help? Join the meeting now Meeting ID: 224 179 075 707 89 Passcode: uU3cU3kA Dial in by phone +1 629 -209-4396,,677211866# United States, Triune Find a local number Phone conference ID: 677 211 866# 09-18-25v2 RFP Page 5 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 The purpose of the conference is to discuss the RFP scope of goods or services. The State will entertain questions, however prospective Respondents must understand that the State’s oral response to any question at the Pre -response Conference shall be unofficial and non -binding. Prospective Respondents must submit all questions, comments, or other concerns regarding th e RFP in writing prior to the Written Questions & Comments Deadline date detailed in the RFP Section 2, Schedule of Events. The State will send the official response to these questions and comments to prospective Respondents from whom the State has receiv ed a Notice of Intent to respond as indicated in RFP Section 1.8. and on the date detailed in the RFP Section 2, Schedule of Events. 1.8. Notice of Intent to Respond Before the Notice of Intent to Respond Deadline detailed in the RFP Section 2, Schedule of Events, prospective Respondents should submit to the Solicitation Coordinator a Notice of Intent to Respond (in the form of a simple e -mail or other written communication). Such notice should include the following information: ▪ the business or individual’s name (as appropriate) ; ▪ a contact person’s name and title ; and ▪ the contact person’s mailing address, telephone number, facsimile number, and e -mail address . A Notice of Intent to Respond creates no obligation and is not a prerequisite for submitting a response, however, it is necessary to ensure receipt of any RFP amendments or other notices and communications relating to this RFP. 1.9. Response Deadline A Respondent must ensure that the State receives a response no later than the Response Deadline time and date detailed in the RFP Section 2, Schedule of Events. The State will not accept late responses, and a Respondent’s failure to submit a response before the deadline will result in disqualification of the response . It is the responsibility of the Respondent to ascertain any additional security requirements with respect to packaging and delivery to the State of Tennessee. Respondent s should be mindful of any potential delays due to security screening procedures , weather, or other filing delays whether foreseeable or unforeseeable. 09-18-25v2 RFP Page 6 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 2. RFP SCHEDULE OF EVENTS 2.1. The following RFP Schedule of Events represents the State’s best estimate for this RFP. EVENT TIME (central time zone) DATE 1. RFP Issued January 7, 2026 2. Disability Accommodation Request Deadline 2:00 p.m. January 12, 2026 3. Pre-response Conference 10:00 a.m. January 14, 2026 4. Notice of Intent to Respond Deadline 2:00 p.m. January 16, 2026 5. Written “Questions & Comments” Deadline 2:00 p.m. January 21, 2026 6. State Respon se to Written “Questions & Comments” February 9, 2026 7. Response Deadline 2:00 p.m. February 25, 2026 8. State Schedules Respondent Oral Presentation March 18, 2026 9. Respondent Oral Presentation 9 a.m. – 11:00 a.m. March 24 -25, 27, 2026 10. State Completion of Technical Response Evaluations April 1, 2026 11. State Opening & Scoring of Cost Proposals 8:00 a.m. April 2, 2026 12. Cost Negotiations April 2 -10, 2026 13. State Notice of Intent to Award Released and RFP Files Opened for Public Inspection 2:00 p.m. April 13, 2026 14. End of Protest Period April 20, 2026 15. State sends contract to Contractor for signature April 21, 2026 16. Contractor Signature Deadline 2:00 p.m. April 24, 2026 2.2. The State reserves the right, at its sole discretion, to adjust the RFP Schedule of Events as it deems necessary. Any adjustment of the Schedule of Events shall constitute an RFP amendment, and the State will communicate such to prospective Respondents from whom the State has received a Notice of Intent to Respond (refer to section 1.8.). 09-18-25v2 RFP Page 7 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 3. RESPONSE REQUIREMENTS 3.1. Response Form A response to this RFP must consist of two parts, a Technical Response and a Cost Proposal. 3.1.1. Technical Response . RFP Attachment 6.2., Technical Response & Evaluation Guide provides the specific requirements for submitting a response. This guide includes mandatory requirement items, general qualifications and experience items, and technical qualifications, experience, and approach items all of which must be addressed with a written response and, in some instances, additional documentation. NOTICE: A technical response must not include any pricing or cost information. If any pricing or cost information amounts of any type (even pricing relating to other projects) is included in any part of the technical response, the state may deem the response to be non -responsive and reject it. 3.1.1.1. A Respondent should duplicate and use the RFP Attachment 6.2., Technical Response & Evaluation Guide to organize, reference, and draft the Technical Response by duplicating the attachment, adding appropriate page numbers as required, and using the guide as a table of contents covering the Technical Response. 3.1.1.2. A response should be economically prepared, with emphasis on completeness and clarity. A response, as well as any reference material presented, must be written in English and must be written on standard 8 ½” x 11” pages (although oversize exhibits are pe rmissible) and use a 12 point font for text. All response pages must be numbered. 3.1.1.3. All information and documentation included in a Technical Response should correspond to or address a specific requirement detailed in the RFP Attachment 6.2., Technical Response & Evaluation Guide. All information must be incorporated into a response to a specific requirement and clearly referenced. Any information not meeting th ese criteria will be deemed extraneous and will not contribute to evaluations. 3.1.1.4. The State may determine a response to be non -responsive and reject it if: a. the Respondent fails to organize and properly reference the Technical Response as required by this RFP and the RFP Attachment 6.2., Technical Response & Evaluation Guide; or b. the Technical Response document does not appropriately respond to, address, or meet all of the requirements and response items detailed in the RFP Attachment 6.2., Technical Response & Evaluation Guide. 3.1.2. Cost Proposal . A Cost Proposal must be recorded on an exact duplicate of the RFP Attachment 6.3., Cost Proposal & Scoring Guide . NOTICE: If a Respondent fails to submit a cost proposal exactly as required, the State may deem the response to be non -responsive and reject it. 3.1.2.1. A Respondent must only record the proposed cost exactly as required by the RFP Attachment 6.3., Cost Proposal & Scoring Guide and must NOT record any other rates, amounts, or information . 09-18-25v2 RFP Page 8 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 3.1.2.2. The proposed cost shall incorporate ALL costs for services under the contract for the total contract period, including any renewals or extensions. 3.1.2.3. A Respondent must sign and date the Cost Proposal. 3.1.2.4. A Respondent must submit the Cost Proposal to the State in a sealed package separate from the Technical Response (as detailed in RFP Sections 3.2.3., et seq. ). 3.2. Response Delivery 3.2.1. A Respondent must ensure that both the Technical Response and Cost Proposal files meet all form and content requirements, including all required signatures, as detailed within this RFP. 3.2.2. A Respondent must submit their response as specified in one of the two formats below. 3.2.2.1. Digital Media Submission 3.2.2.1.1. Technical Response The Technical Response document should be in the form of one (1) digital document in “PDF” format properly recorded on its own otherwise blank, USB flash drive and should be clearly identified as the: “RFP # 32601 -26001 TECHNICAL RESPONSE ORIGINAL ” and one (1) digital copies of the Technical Response each in the form of one (1) digital document in “PDF” format properly recorded on its own otherwise blank, USB flash drive clearly labeled: “RFP # 32601 -26001 TECHNICAL RESPONSE COPY” The customer references should be delivered by each reference in accordance with RFP Attachment 6.4. Reference Questionnaire. 3.2.2.1.2. Cost Proposal : The Cost Proposal should be in the form of one (1) digital document in “XLS” format properly recorded on a separate , otherwise blank, USB flash drive clearly labeled: “RFP # 32601 -26001 COST PROPOSAL” An electronic or facsimile signature, as applicable, on the Cost Proposal is acceptable. 3.2.2.2. E-mail Submission 3.2.2.2.1. Technical Response The Technical Response document should be in the form of one (1) digital document in “PDF” format or other easily accessible digital format attached to an e -mail to the Solicitation Coordinator. Both the subject and file name should be clearly identified as follows: “RFP # 32601 -26001 TECHNICAL RESPONSE” The customer references should be delivered by each reference in accordance with RFP Attachment 6.4. Reference Questionnaire. 09-18-25v2 RFP Page 9 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 3.2.2.2.2. Cost Proposal : The Cost Proposal should be in the form of one (1) digital document in “XLS” format or other easily accessible digital format attached to an e -mail to the Solicitation Coordinator. Both the subject and file name should be clearly identified as follows: “RFP # 32601 -26001 COST PROPOSAL” An electronic or facsimile signature, as applicable, on the Cost Proposal is acceptable. 3.2.2.3. SharePoint Submission 3.2.2.3.1. Technical Response If your technical response cannot be submitted through the standard method due to file size or format limitations, you may request a secure SharePoint upload link. To obtain a link, email [Solicitation Coordinator] with the subject line “SharePoint Link Request – [Your Company Name]” . A unique upload folder will be provided upon request. Please note: ▪ SharePoint links are issued only as needed and are respondent -specific. ▪ Do not share your link with any other parties. ▪ Files must be fully uploaded prior to the submission deadline. ▪ If you experience access or upload issues, contact [Solicitation Coordinator] immediately. The Technical Response document should be in the form of one (1) digital document in “PDF” format or other easily accessible digital format uploaded to a folder within the SharePoint folder. Both the folder name and file name should be clearly identified as follows: “RFP #3 2601 -26001 TECHNICAL RESPONSE” 3.2.2.3.2. Cost Proposal : The Cost Proposal should be in the form of one (1) digital document in “PDF” or “XLS” format or other easily accessible digital format uploaded to a folder within the SharePoint folder. Both the folder name and file name should be clearly identified as follows: “RFP #32601 -26001 COST PROPOSAL” An electronic or facsimile signature, as applicable, on the Cost Proposal is acceptable. 3.2.3. For e -mail submissions, the Technical Response and Cost Proposal documents must be dispatched to the Solicitation Coordinator in separate e-mail messages. For SharePoint submissions, the Technical Response and Cost Proposal documents must be dispatched to the Solicitation Coordinator in separate folders within the SharePoint file . For digital media submissions, a Respondent must separate, seal, package, and label the documents and copies for delivery as follows: 3.2.3.1. The Technical Response and copies must be placed in a sealed package that is clearly labeled: 09-18-25v2 RFP Page 10 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 “DO NOT OPEN… RFP # 32601 -26001 TECHNICAL RESPONSE FROM [RESPONDENT LEGAL ENTITY NAME]” 3.2.3.2. The Cost Proposal must be placed in a separate , sealed package that is clearly labeled: “DO NOT OPEN… RFP # 32601 -26001 COST PROPOSAL FROM [RESPONDENT LEGAL ENTITY NAME]” 3.2.3.3. The separately, sealed Technical Response and Cost Proposal components may be enclosed in a larger package for mailing or delivery, provided that the outermost package is clearly labeled: “RFP # 32601 -26001 SEALED TECHNICAL RESPONSE & SEALED COST PROPOSAL FROM [RESPONDENT LEGAL ENTITY NAME]” 3.2.3.4. Any Respondent wishing to submit a Response in a format other than digital may do so by contacting the Solicitation Coordinator. 3.2.4. A Respondent must ensure that the State receives a response no later than the Response Deadline time and date detailed in the RFP Section 2, Schedule of Events at the following address: Andrew Martin Central Procurement Office 312 Rosa L. Parks, 3rd Floor, Nashville, TN 37243 615-532-7367 Andrew.Martin@tn.gov 3.3. Response & Respondent Prohibitions 3.3.1. A response must not include alternate contract terms and conditions. If a response contains such terms and conditions, the State, at its sole discretion, may determine the response to be a non - responsive counteroffer and reject it. 3.3.2. A response must not restrict the rights of the State or otherwise qualify either the offer to deliver goods or provide services as required by this RFP or the Cost Proposal. If a response restricts the rights of the State or otherwise qualifies either the offer to deliver g oods or provide services as required by this RFP or the Cost Proposal, the State, at its sole discretion, may determine the response to be a non -responsive counteroffer and reject it. 3.3.3. A response must not propose alternative goods or services ( i.e., offer services different from those requested and required by this RFP) unless expressly requested in this RFP. The State may consider a response of alternative goods or services to be non -responsive and reject it. 3.3.4. A Cost Proposal must be prepared and arrived at independently and must not involve any collusion between Respondents. The State will reject any Cost Proposal that involves collusion, consultation, communication, or agreement between Respondent s. Regardless of the time of detection, the State will consider any such actions to be grounds for response rejection or contract termination. 3.3.5. A Respondent must not provide, for consideration in this RFP process or subsequent contract negotiations, any information that the Respondent knew or should have known was materially incorrect. If the State determines that a Respondent has provided such incorrect information, the State will deem the Response non -responsive and reject it. 09-18-25v2 RFP Page 11 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 3.3.6. A Respondent must not submit more than one Technical Response and one Cost Proposal in response to this RFP , except as e xpressly requested by the State in this RFP . If a Respondent submits more than one Technical Response or more than one Cost Proposal, the State will deem all of the responses non -responsive and reject them. 3.3.7. A Respondent must not submit a response as a prime contractor while also permitting one or more other Respondents to offer the Respondent as a subcontractor in their own responses. Such may result in the disqualification of all Respondents knowingly involved. This restrictio n does not, however, prohibit different Respondents from offering the same subcontractor as a part of their responses (provided that the subcontractor does not also submit a response as a prime contractor). 3.3.8. The State shall not consider a response from an individual who is, or within the past six (6) months has been, a State employee. For purposes of this RFP: 3.3.8.1. An individual shall be deemed a State employee until such time as all compensation for salary, termination pay, and annual leave has been paid; 3.3.8.2. A contract with or a response from a company, corporation, or any other contracting entity in which a controlling interest is held by any State employee shall be considered to be a contract with or proposal from the employee; and 3.3.8.3. A contract with or a response from a company, corporation, or any other contracting entity that employs an individual who is, or within the past six (6) months has been, a State employee shall not be considered a contract with or a proposal from the employ ee and shall not constitute a prohibited conflict of interest. 3.3.9. This RFP is also subject to Tenn. Code Ann. § 12 -4-101—105. 3.4. Response Errors & Revisions A Respondent is responsible for any and all response errors or omissions. A Respondent will not be allowed to alter or revise response documents after the Response Deadline time and date detailed in the RFP Section 2, Schedule of Events unless such is for mally requested, in writing, by the State. 09-18-25v2 RFP Page 12 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 3.5. Response Withdrawal A Respondent may withdraw a submitted response at any time before the Response Deadline time and date detailed in the RFP Section 2, Schedule of Events by submitting a written request signed by an authorized Respondent representative. After withdrawing a response, a Respondent may submit another response at any time before the Response Deadline. After the Response Deadline, a Respondent may only withdraw all or a portion of a response where the enforcement of the response would impose an unconscionable ha rdship on the Respondent. 3.6. Additional Services If a response offers goods or services in addition to those required by and described in this RFP, the State, at its sole discretion, may add such services to the contract aw arded as a result of this RFP. Notwithstanding the foregoing, a Respondent must not propose any additional cost amounts or rates for additional goods or services. Regardless of any additional services offered in a response, the Respondent’s Cost Proposal must only record the proposed c ost as required in this RFP and must not record any other rates, amounts, or information. NOTICE: If a Respondent fails to submit a Cost Proposal exactly as required, the State may deem the response non -responsive and reject it. 3.7. Response Preparation Costs The State will not pay any costs associated with the preparation, submittal, or presentation of any response. 09-18-25v2 RFP Page 13 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 4. GENERAL CONTRACTING INFORMATION & REQUIREMENTS 4.1. RFP Amendment The State at its sole discretion may amend this RFP, in writing, at any time prior to contract award. However, prior to any such amendment, the State will consider whether it would negatively impact the ability of potential Respondents to meet the respons e deadline and revise the RFP Schedule of Events if deemed appropriate. If an RFP amendment is issued, the State will convey it to potential Respondents who submitted a Notice of Intent to Respond (refer to RFP Section 1.8.). A response must address the final RFP (including its attachments) as amended. 4.2. RFP Cancellation The State reserves the right, at its sole discretion, to cancel the RFP or to cancel and reissue this RFP in accordance with applicable laws and regulations. 4.3. State Right of Rejection 4.3.1. Subject to applicable laws and regulations, the State reserves the right to reject, at its sole discretion, any and all responses. 4.3.2. The State may deem as non -responsive and reject any response that does not comply with all terms, conditions, and performance requirements of this RFP. Notwithstanding the foregoing, the State reserves the right to waive, at its sole discretion, minor variances from full compliance with this RFP. If the State waives variances in a response, such waiver shall not modify the RFP requirements or excuse the Respondent from full compliance, and the State may hold any resulting Contractor to strict com pliance w ith this RFP. 4.4. Assignment & Subcontracting 4.4.1. The Contractor may not subcontract, transfer, or assign any portion of the Contract awarded as a result of this RFP without prior approval of the State. The State reserves the right to refuse approval, at its sole discretion, of any subcontract, transfer , or assignment. 4.4.2. If a Respondent intends to use subcontractors, the response to this RFP must specifically identify the scope and portions of the work each subcontractor will perform (refer to RFP Attachment 6.2., Section B, General Qualifications & Experience Item B.14 .). 4.4.3. Subcontractors identified within a response to this RFP will be deemed as approved by the State unless the State expressly disapproves one or more of the proposed subcontractors prior to signing the Contract. 4.4.4. After contract award, a Contractor may only substitute an approved subcontractor at the discretion of the State and with the State’s prior, written approval. 4.4.5. Notwithstanding any State approval relating to subcontracts, the Respondent who is awarded a contract pursuant to this RFP will be the prime contractor and will be responsible for all work under the Contract. 4.5. Right to Refuse Personnel or Subcontractors The State reserves the right to refuse, at its sole discretion and notwithstanding any prior approval, any personnel of the prime contractor or a subcontractor providing goods or services in the performance of a contract resulting from this RFP. The State will document in writing the reason(s) for any rejection of personnel. 09-18-25v2 RFP Page 14 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 4.6. Insurance The State will require the a warded Contractor to provide a Certificate of Insurance issued by an insurance company licensed or authorized to provide insurance in the State of Tennessee. Each Certificate of Insurance shall indicat e current insurance coverages meeting minimum requirements as may be specified by this RFP. A f ailure to provide a current, Certificate of Insurance will be considered a material breach and grounds for contract termination. 4.7. Professional Licensure and Department of Revenue Registration 4.7.1. All persons, agencies, firms, or other entities that provide legal or financial opinions, which a Respondent provides for consideration and evaluation by the State as a part of a response to this RFP, shall be properly licensed to render such opinions. 4.7.2. Before the Contract resulting from this RFP is signed, the apparent successful Respondent (and Respondent employees and subcontractors, as applicable) must hold all necessary or appropriate business or professional licenses to provide the goods or service s as required by the contract. The State may require any Respondent to submit evidence of proper licensure. 4.7.3. Before the Contract resulting from this RFP is signed, the appa rent successful Respondent must be registered with the Tennessee Department of Revenue for the collection of Tennessee sales and use tax. The State shall not award a contract unless the Respondent provides proof of such registration or provides documentation from the Department of Revenu e that the Contractor is exempt from this registration requirement. The foregoing is a mandatory requirement of an award of a contract pursuant to this solicitation. To register, please visit the Department of Revenue’s Tennessee Taxpayer Access Point (T NTAP) website for Online Registration and the Vendor Contract Questionnaire. These resources are available at the following: https://tntap.tn.gov/eservices/_/#1 4.8. Disclosure of Response Contents 4.8.1. All materials submitted to the State in response to this RFP shall become the property of the State of Tennessee. Respondents are cautioned not to provide any materials in response to this RFP that are trade secrets, as defined under Tenn. Code Ann. § 47 -25-1702 and any other applicable law. By submitting a response to this RFP, the respondent acknowledges and agrees that the State shall have no liability whatsoever for disclosure of a trade secret under the Uniform Trade Secrets Act, as provided at Tenn. Code Ann. § 47 -25-1701 -1709, or under any other applicable law. Selection or rejection of a response does not affect this right. By submitting a response, a Respondent acknowledges and accepts that the full response contents and associated documents will become open to public inspection in accordance with the laws o f the State of Tennessee. 4.8.2. The State will hold all response information, including both technical and cost information, in confidence during the evaluation process. 4.8.3. Upon completion of response evaluations, indicated by public release of a Notice of Intent to Award, the responses and associated materials will be open for review by the public in accordance with Tenn. Code Ann. § 10-7-504(a)(7). 4.9. Contract Approval and Contract Payments 4.9.1. After contract award, the Contractor who is awarded the contract must submit appropriate documentation with the Department of Finance and Administration, Division of Accounts. 09-18-25v2 RFP Page 15 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 4.9.2. This RFP and its contractor selection processes do not obligate the State and do not create rights, interests, or claims of entitlement in either the Respondent with the apparent best - evaluated response or any other Respondent. State obligations pursuant to a contract award shall commence only after the Contract is signed by the State agency head and the Contractor and after the Contract is approved by all other state officials as required by applicable laws and regulations. 4.9.3. No payment will be obligated or made until the relevant Contract is approved as required by applicable statutes and rules of the State of Tennessee. 4.9.3.1. The State shall not be liable for payment of any type associated with the Contract resulting from this RFP (or any amendment thereof) or responsible for any goods delivered or services rendered by the Contractor, even goods delivered or services rendered in good faith and even if the Contractor is orally directed to proceed with the delivery of goods or the rendering of services, if it occurs before the Contract Effective Date or after the Contract Term. 4.9.3.2. All payments relating to this procurement will be made in accordance with the Payment Terms and Conditions of the Contract resulting from this RFP (refer to RFP Attachment 6.6., Pro Forma Contract , Section C). 4.9.3. 3. If any provision of the Contract provides direct funding or reimbursement for the competitive purchase of goods or services as a component of contract performance or otherwise provides for the reimbursement of specified, actual costs, the State will emplo y all reasonable means and will require all such documentation that it deems necessary to ensure that such purchases were competitive and costs were reasonable, necessary, and actual. The Contractor shall provide reasonable assistance and access related to such review. Further, the State shall not remit, as funding or reimbursement pursuant to such provisions, any amounts that it determines do not represent reasonable, necessary, and actual costs. 4.10. Contractor Performance The Contractor who is awarded a contract will be responsible for the delivery of all acceptable goods or the satisfactory completion of all services set out in this RFP (including attachments) as may be amended. All goods or services are subject to inspec tion and evaluation by the State. The State will employ all reasonable means to ensure that goods delivered or services rendered are in compliance with the Contract, and the Contractor must cooperate with such efforts. 4.11. Contract Amendment After Contract award, the State may request the Contractor to deliver additional goods or perform additional services within the general scope of the Contract and this RFP, but beyond the specified Scope, and for which the Contractor may be compensated. In such instances, the State will provide the Contractor a written description of the additional goods or services. The Contractor must respond to the State with a time schedule for delivering the ad ditional goods or accomplishing the additional services based on the compensable units included in the Contractor’s response to this RFP. If the State and the Contractor reach an agreement regarding the goods or services and associated compensation, such agreement must be effected by means of a contract amendment. Further, any such amendment requiring additional goods or services must be signed by both the State agency head and the Contractor and must be approved by other state officials as required by applicable statu tes, rules, polic ies and procedures of the State of Tennessee. The Contractor must not provide additional goods or render additional services until the State has issued a written contract amendment with all required approvals. 09-18-25v2 RFP Page 16 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 4.12. Severability If any provision of this RFP is declared by a court to be illegal or in conflict with any law, said decision will not affect the validity of the remaining RFP terms and provisions, and the rights and obligations of the State and Respondents will be constru ed and enforced as if the RFP did not contain the particular provision held to be invalid. 4.13. Next Ranked Respondent The State reserves the right to initiate negotiations with the next ranked Respondent should the State cease doing business with any Respondent selected via this RFP process. 09-18-25v2 RFP Page 17 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 5. EVALUATION & CONTRACT AWARD 5.1. Evaluation Categories & Maximum Points The State will consider qualifications, experience, technical approach, and cost in the evaluation of responses and award points in each of the categories detailed below (up to the maximum evaluation points indicated) to each response deemed by the State t o be responsive. EVALUATION CATEGORY MAXIMUM POINTS POSSIBLE General Qualifications & Experience (refer to RFP Attachment 6.2., Section B) 20 Technical Qualifications, Experience & Approach (refer to RFP Attachment 6.2., Section C) 60 Oral Presentations (refer to RFP Attachment 6.2., Section D) N/A Cost Proposal (refer to RFP Attachment 6.3.) 20 5.2. Evaluation Process The evaluation process is designed to award the contract resulting from this RFP not necessarily to the Respondent offering the lowest cost, but rather to the Respondent deemed by the State to be responsive and responsible who offers the best combination of attributes based upon the evaluation criteria. (“Responsive Respondent” is defined as a Respondent that has submitted a response that conforms in all material respects to the RFP. “Responsible Respondent” is defined as a Responden t that has the capacit y in all respects to perform fully the contract requirements, and the integrity and reliability which will assure good faith performance.) 5.2.1. Technical Response Evaluation . The Solicitation Coordinator and the Proposal Evaluation Team (consisting of three (3) or more State employees) will use the RFP Attachment 6.2., Technical Response & Evaluation Guide to manage the Technical Response Evaluation and maintain evaluation records. 5.2.1.1. The State reserves the right, at its sole discretion, to request Respondent clarification of a Technical Response or to conduct clarification discussions with any or all Respondents. Any such clarification or discussion will be limited to specific sectio ns of the response identified by the State. The subject Respondent must put any resulting clarification in writing as may be required and in accordance with any deadline imposed by the State. 5.2.1.2. The Solicitation Coordinator will review each Technical Response to determine compliance with RFP Attachment 6.2., Technical Response & Evaluation Guide, Section A — Mandatory Requirements. If the Solicitation Coordinator determines that a response failed to meet one or more of the mandatory requirements, the Solicitation Coordinator will review the response and determine whether: a. the response adequately meets RFP requirements for further evaluation; b. the State will request clarifications or corrections for consideration prior to further evaluation; or, c. the State will determine the response to be non -responsive to the RFP and reject it. 09-18-25v2 RFP Page 18 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 5.2.1.3. Proposal Evaluation Team members will independently evaluate each Technical Response (that is responsive to the RFP) against the evaluation criteria in this RFP, and will score each in accordance with the RFP Attachment 6.2., Technical Response & Evaluati on Guide. 5.2.1.4. For each response evaluated, the Solicitation Coordinator will calculate the average of the Proposal Evaluation Team member scores for RFP Attachment 6.2., Technical Response & Evaluation Guide, and record each average as the response score for the respective Technical Response section. 5.2.1.5. The Solicitation Coordinator will invite the top three (3) ranked Respondents to make an Oral Presentation. The ranking will be determined after the Technical Response score is totaled and ranked (e.g., 1 – the best evaluated ranking, etc.) 5.2.1.5.1. The Oral Presentations are mandatory. The Solicitation Coordinator will schedule Respondent Presentation s during the period indicated by the RFP Section 2, Schedule of Events. The Oral Presentations will be for a duration of two (2) hours. Respondents should leave time for potential questions from evaluators. The Oral Presentations will be held in - person. Any additional details regarding the Oral Presentation will be provided by the Solicitation Coordinator at the time of scheduling. The Solicitation Coordinator will make every effort to accommodate each Respondent’s schedules. When the Respondent Presentations schedule has been determined, the Solicitation Coordinator will contact Respondents with the relevant information as indicated by R FP Section 2, Schedule of Events. 5.2.1.5.2. Respondent Presentations are only open to the invited Respondent, Proposal Evaluation Team members, the Solicitation Coordinator, and any technical consultants who are selected by the State to provide assistance to the Proposal Evaluation Team. 5.2.1.5.3. Oral Presentations provide an opportunity for Respondents to explain and clarify their responses and for the State to test to better understand the practical application of the good or service as applicable. Respondents must not materially alter their res ponses and Presentations will be limited to addressing the items detailed in RFP Attachment 6.2., Technical Response & Evaluation Guide. Respondent pricing shall not be discussed during Oral Presentations. Evaluators may adjust Respondents’ Technical Res ponse scores based on Oral Presentations. 5.2.1.5.4. The State will maintain an accurate record of each Respondent’s Oral Presentations session. The record of the Respondent’s Oral Presentations shall be available for review when the State opens the procurement files for public inspection. 5.2.1.5.5 Before Cost Proposals are opened, the Proposal Evaluation Team and the Solicitation Coordinator will review the Technical Response Evaluation record and any other available information pertinent to whether or not each Respondent is responsive and responsible. If the Proposal Evaluation Team or the Solicitation Coordinator identifies any Respondent that does not meet the responsive and responsible thresholds such that the team or the Solicitation Coordinator would not recommend the Respondent for Cost Proposal Evaluation and potential contract award, the team members or the Solicitation Coordinator will fully document the determination. 09-18-25v2 RFP Page 19 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 5.2.2. Cost Proposal Evaluation . The Solicitation Coordinator will open for evaluation the Cost Proposal of each Respondent deemed by the State to be responsive and responsible and calculate and record each Cost Proposal score in accordance with the RFP Attachment 6.3., Cost Proposal & Scoring Guide. 5.2.3. Clarifications and Negotiations : The State reserves the right to award a contract on the basis of initial responses received, therefore, each response shall contain the Respondent’s best terms and conditions from a technical and cost standpoint. The State reserves the right to conduct clarifications or negotiations with one or more Respondents. All communications, clarifications, and negotiations shall be conducted in a manner that supports fairness in response improvement. 5.2.3.1. Clarifications: The State may identify areas of a response that may require further clarification or areas in which it is apparent that there may have been miscommunications or misunderstandings as to the State’s specifications or requirements. The State may seek to clarify those issues identified during one or multiple clarification rounds. Each clarification sought by the State may be unique to an individual Respondent, provided that the process is conducted in a manner that supports fairness i n response improvement. 5.2.3.2. Negotiations: The State may elect to negotiate with one or more Respondents by requesting revised responses, negotiating costs, or finalizing contract terms and conditions. The State reserves the right to conduct multiple negotiation rounds or no negotia tions at all. 5.2.3.3. Cost Negotiations: All Respondents, selected for negotiation by the State, will be given equivalent information with respect to cost negotiations. All cost negotiations will be documented for the procurement file. Additionally, the State may conduct ta rget pricing and other goods or services level negotiations. Target pricing may be based on considerations such as current pricing, market considerations, benchmarks, budget availability, or other methods that do not reveal individual Respondent p ricing. During target price negotiations, Respondents are not obligated to reduce their pricing to target prices, but no Respondent is allowed to increase prices. 5.2.3.4. If the State determines that it is unable to successfully negotiate terms and conditions of a contract with the apparent best evaluated Respondent, the State reserves the right to bypass the apparent best evaluated Respondent and enter into terms and cond itions contract negotiations with the next apparent best evaluated Respondent. 5.2.4. Total Response Score . The Solicitation Coordinator will calculate the sum of the Technical Response section scores and the Cost Proposal score and record the resulting number as the total score for the subject Response (refer to RFP Attachment 6.5., Score Summary Matrix). 5.3. Contract Award Process 5.3.1 The Solicitation Coordinator will review the Proposal Evaluation Team determinations and scores for consideration along with any other relevant information that might be available and pertinent to contract award. 5.3.2. The Solicitation Coordinator will determine the apparent best -evaluated Response using the scoring provided by the Proposal Evaluation Team . To effect a contract award to a Respondent other than the one receiving the highest evaluation process score, the Solicitation Coordinator must provide written justification and obtain the written approval of the Chief Procurement Officer and the Comptroller of the Treasury. 09-18-25v2 RFP Page 20 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 5.3.3. The State will issue a Notice of Intent to Award identifying the apparent best -evaluated response and make the RFP files available for public inspection at the time and date specified in the RFP Section 2, Schedule of Events. NOTICE: The Notice of Intent to Award shall not create rights, interests, or claims of entitlement in either the apparent best -evaluated Respondent or any other Respondent. 5.3.4. The Respondent identified as offering the apparent best -evaluated response must sign a contract drawn by the State pursuant to this RFP. The Contract shall be substantially the same as the RFP Attachment 6.6., Pro Forma Contract . The Respondent must sign the contract by the Contractor Signature Deadline detailed in the RFP Section 2, Schedule of Events. If the Respondent fails to provide the signed Contract by th is deadline, the State may determine that the Respondent is non -responsive to this RFP and reject the response. 5.3.5. Notwithstanding the foregoing, the State may, at its sole discretion, entertain limited terms and conditions or pricing negotiation s prior to Contract signing and, as a result, revise the pro forma contract terms and conditions or performance requirements in the State’s best interests, PROVIDED THAT such revision of terms and conditions or performance requirements shall NOT materially affect the basis of response evaluations or negatively impact the competitive nature of the RFP and contractor selection pro cess. 5.3.6. If the State determines that a response is non -responsive and rejects it after opening Cost Proposals, the Solicitation Coordinator will re -calculate scores for each remaining responsive Cost Proposal to determine (or re -determine) the apparent best -evaluated response. 09-18-25v2 RFP Page 21 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6. 1. RFP # 32601 -26001 STATEMENT OF CERTIFICATIONS AND ASSURANCES The Respondent must sign and complete the Statement of Certifications and Assurances below as required , and it must be included in the Technical Response (as required by RFP Attachment 6.2., Technical Response & Evaluation Guide, Section A, Item A.1.) . The Respondent does, hereby, expressly affirm, declare, confirm, certify, and assure ALL of the following: 1. The Respondent will comply with all of the provisions and requirements of the RFP. 2. The Respondent will provide all services as defined in the Scope of the RFP Attachment 6.6., Pro Forma Contract for the total Contract Term . 3. The Respondent , except as otherwise provided in this RFP, accepts and agrees to all terms and conditions set out in the RFP Attachment 6.6., Pro Forma Contract . 4. The Respondent acknowledges and agrees that a contract resulting from the RFP shall incorporate, by reference, all proposal responses as a part of the Contract. 5. The Respondent will comply with: (a) the laws of the State of Tennessee; (b) Title VI of the federal Civil Rights Act of 1964; (c) Title IX of the federal Education Amendments Act of 1972; (d) the Equal Employment Opportunity Act and the regulations issued there under by the federal government; and, (e) the Americans with Disabilities Act of 1990 and the regulations issued there under by the federal government. 6. To the knowledge of the undersigned, the information detailed within the response submitted to this RFP is accurate. 7. The response submitted to this RFP was independently prepared, without collusion, under penalty of perjury. 8. No amount shall be paid directly or indirectly to an employee or official of the State of Tennessee as wages, compensation, or gifts in exchange for acting as an officer, agent, employee, subcontractor, or consultant to the Respondent in connection with th is RFP or any resulting contract. 9. Both the Technical Response and the Cost Proposal submitted in response to this RFP shall remain valid for at least 120 days subsequent to the date of the Cost Proposal opening and thereafter in accordance with any contract pursuant to the RFP. 10. The Respondent affirms the following statement, as required by the Iran Divestmen t Act Tenn. Code Ann. § 12 -12- 111: “By submission of this bid, each bidder and each person sig ning on behalf of any bidder certifies, and in the case of a joint bid each party thereto certifies as to its own organization, under penalty of perjury, that to the best of its knowledge and belief that each bidder is not on the list created pursuant to § 12-12-106.” For reference purposes, the list is currently available online at: https://www.tn.gov/generalservices/procurement/central -procurement -office --cpo- /library -/public -information -library.html . By signing this Statement of Certifications and Assurances, below, the signatory also certifies legal authority to bind the proposing entity to the provisions of this RFP and any contract awarded pursuant to it. If the signatory is not the Respondent (if an individual) or the Respondent’s company President or Chief Executive Officer , this document must attach evidence showing the individual’s authority to bind the Respondent. DO NOT SIGN THIS DOCUMENT IF YOU ARE NOT LEGALLY AUTHORIZED TO BIND THE RESPONDENT SIGNATURE: PRINTED NAME & TITLE: DATE: RESPONDENT LEGAL ENTITY NAME : 09-18-25v2 RFP RFP # 22 Page 22 of 36 RFP ATTACHMENT 6.2. — Section A TECHNICAL RESPONSE & EVALUATION GUIDE SECTION A: MANDATORY REQUIREMENTS. The Respondent must address all items detailed below and provide, in sequence, the information and documentation as required (referenced with the associated item references). The Respondent must also detail the response page number for each item in the ap propriate space below. The Solicitation Coordinator will review the response to determine if the Mandatory Requirement Items are addressed as required and mark each with pass or fail. For each item that is not addressed as required, the Solicitation Coordinator must review the response and attach a written determination. In addition to the Mandatory Requirement Items , the Solicitation Coordinator will review each response for compliance with all RFP requirements. RESPONDENT LEGAL ENTITY NAME: Response Page # (Respondent completes) Item Ref. Section A — Mandatory Requirement Items Pass/Fail The Response must be delivered to the State no later than the Response Deadline specified in the RFP Section 2, Schedule of Events. The Technical Response and the Cost Proposal documentation must be packaged separately as required (refer to RFP Section 3.2., et. seq. ). The Technical Response must NOT contain cost or pricing information of any type. The Technical Response must NOT contain any restrictions of the rights of the State or other qualification of the response. A Respondent must NOT submit alternate responses (refer to RFP Section 3.3.). A Respondent must NOT submit multiple responses in different forms (as a prime and a subcontractor) (refer to RFP Sectio n 3.3. ). A.1. Provide the Statement of Certifications and Assurances (RFP Attachment 6.1.) completed and signed by an individual empowered to bind the Respondent to the provisions of this RFP and any resulting contract. The document must be signed without exception or qualification. A.2. Provide a statement, based upon reasonable inquiry, of whether the Respondent or any individual who shall cause to deliver goods or perform services under the contract has a possible conflict of interest ( e.g., employment by the State of Tennessee) and, if so, the nature of that conflict. NOTE: Any questions of conflict of interest shall be solely within the discretion of the State, and the State reserves the right to cancel any award. 09-18-25v2 RFP Page 23 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.2. — Section A (continued) A.3. Provide at least one of the following financial documents dated within the last three (3) months: (1) an official document or letter from an accredited credit bureau, indicating a satisfactory credit score for the Respondent (NOTE: A credit bureau report number without the full report is insufficient and will not be considered responsive.); (2) income statement, indicating the Respondent’s financial operations; or (3) balance sheet, showing the Respondent’s flow of funds. Any documentation disclosing the amount of cash flows from operating activities should be for the Respondent’s most current operating period and must indicate whether the cash flows are positive or negative. If the cash flows are negative for the most rec ent operating period, the documentation must include a detailed explanation of the factors contributing to the negative cash flows. NOTICE: All persons, agencies, firms, or other entities that provide opinions regarding the Respondent’s financial status must be properly licensed to render such opinions. The State may require the Respondent to submit proof of such licensure detailing the state of licensure and licensure number for each person or entity that renders the opinions. A.4. Provide a letter of commitment from a financial institution (signed by an authorized agent of the financial institution, detailing the Respondent’s name and on the financial institution’s letterhead) for a general line of credit in the amount of One Million Dollars ($ 1,000,000.00). A.5. Provide a statement that accurately indicates the current annual billing for the agency and whether it meets or exceeds Twenty Million Dollars ($20,000,000.00). A.6. Provide a statement indicating whether the Respondent has experience in domestic and international media placement. A.7. Provide a statement to indicate that the Respondent has or will have at the time of the contract's effective date one of the requirements outlined in D.37. Information Technology Security Requirements of the pro forma contract. State Use – Solicitation Coordinator Signature, Printed Name & Date: 09-18-25v2 RFP RFP # 24 Page 24 of 36 RFP ATTACHMENT 6.2. — SECTION B TECHNICAL RESPONSE & EVALUATION GUIDE SECTION B: GENERAL QUALIFICATIONS & EXPERIENCE. The Respondent must address all items detailed below and provide, in sequence, the information and documentation as required (referenced with the associated item references). The Respondent must also detail the response page number for each item in the ap propriate space below. Proposal Evaluation Team members will independently evaluate and assign one score for all responses to Section B — General Qualifications & Experience Items. RESPONDENT LEGAL ENTITY NAME: Response Page # (Respondent completes) Item Ref. Section B — General Qualifications & Experience Items B.1. Detail the name, e -mail address, mailing address, telephone number, and facsimile number , if applicable, of the person the State should contact regarding the response. B.2. Describe the Respondent’s form of business ( i.e., individual, sole proprietor, corporation, non - profit corporation, partnership, limited liability company) and business location (physical location or domicile). B.3. Detail the number of years the Respondent has been in business. B.4. Briefly describe how long the Respondent has been providing the goods or services required by this RFP. B.5. Describe the Respondent’s number of employees, client base, and location of offices. B.6. Provide a statement of whether there have been any mergers, acquisitions, or change of control of the Respondent within the last ten (10) years. If so, include an explanation providing relevant details. B.7. Provide a statement of whether the Respondent or, to the Respondent's knowledge, any of the Respondent’s employees, agents, independent contractors, or subcontractors, involved in the deliver y of goods or perform ance of services on a contract pursuant to this RFP, have been convicted of, pled guilty to, or pled nolo contendere to any felony. If so, include an explanation providing relevant details. B.8. Provide a statement of whether, in the last ten (10) years, the Respondent has filed (or had filed against it) any bankruptcy or insolvency proceeding, whether voluntary or involuntary, or undergone the appointment of a receiver, trustee, or assignee for the benefit of creditors. If so, include an explanati on providing relevant details. B.9. Provide a statement of whether there is any material, pending litigation against the Respondent that the Respondent should reasonably believe could adversely affect its ability to meet contract requirements pursuant to this RFP or is likely to have a mater ial adverse effect on the Respondent’s financial condition. If such exists, list each separately, explain the relevant details, and attach the opinion of counsel addressing whether and to what extent it would impair the Respondent’s performance in a contr act pursuant to this RFP. NOTE: All persons, agencies, firms, or other entities that provide legal opinions regarding the Respondent must be properly licensed to render such opinions. The State may require the Respondent to submit proof of license for each person or entity that renders such opinions. 09-18-25v2 RFP RFP ATTACHMENT 6. 2. — SECTION B (continued) Page 25 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 B.10. Provide a statement of whether there are any pending or in progress Securities Exchange Commission investigations involving the Respondent. If such exists, list each separately, explain the relevant details, and attach the opinion of counsel addressing wh ether and to what extent it will impair the Respondent’s performance in a contract pursuant to this RFP. NOTE: All persons, agencies, firms, or other entities that provide legal opinions regarding the Respondent must be properly licensed to render such opinions. The State may require the Respondent to submit proof of license for each person or entity that renders such opinions. B.11. Provide a brief, descriptive statement detailing evidence of the Respondent’s ability to deliver the goods or services sought under this RFP ( e.g., prior experience, training, certifications, resources, program and quality management systems, etc.). B.12 . Provide a narrative description of the proposed project team, its members, and organizational structure along with an organizational chart identifying the key people who will be assigned to deliver the goods or services required by this RFP. B.13 . Provide a personnel roster listing the names of key people who the Respondent will assign to meet the Respondent’s requirements under this RFP along with the estimated number of hours that each individual will devote to that performance. Follow the person nel roster with a resume for each of the people listed. The resumes must detail the individual’s title, education, current position with the Respondent, and employment history. B.14 . Provide a statement of whether the Respondent intends to use subcontractors to meet the Respondent’s requirements of any contract awarded pursuant to this RFP, and if so, detail: (a) the names of the subcontractors along with the contact person, mailing address, telephone number, and e -mail address for each; (b) a description of the scope and portions of the goods each subcontractor involved in the delivery of goods or performance of the services each subcontractor will perform; and (c) a statement specifying that each proposed subcontractor has expressly assented to being proposed as a subcontractor in the Respondent ’s response to this RFP. B.15. Provide a statement and any relevant details addressing whether the Respondent is any of the following: (a) is presently debarred, suspended, proposed for debarment, or voluntarily excluded from covered transactions by any federal or state department or agency; (b) has within the past three (3) years, been convicted of, or had a civil judgment rendered against the contracting party from commission of fraud, or a criminal offence in connection with obtaining, attempting to obtain, or performing a public (federal, sta te, or local) transaction or grant under a public transaction; violation of federal or state antitrust statutes or commission of embezzlement, theft, forgery, bribery, falsification or destruction of records, making false statements, or receiving stolen pr operty; (c) is presently indicted or otherwise criminally or civilly charged by a government entity (federal, state, or local) with commission of any of the offenses detailed above; and (d) has within a three (3) year period preceding the contract had one or more public transactions (federal, state, or local) terminated for cause or default. B.16. This contract will likely necessitate significant interactive domestic and international media buying and creative expertise. Please provide a narrative description of the proposed in -house project team, its members, organizational structure and responsibi lity for completion of each service component and deliverable of the RFP (include media planners, programmers, project managers, data analysts, digital and traditional media buyers, social media specialists, creative and production staff, public relations personnel, and all other applicable roles relative to the Scope of Services Section A). 09-18-25v2 RFP RFP ATTACHMENT 6. 2. — SECTION B (continued) Page 26 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 B.17. Provide a narrative of the level of experience with media buys in the past five (5) years, including the scale of media buys managed (e.g., total dollar value, geographic reach, audience size) . B.18. Provide a narrative of the Respondent’s experience with large media campaigns ($1 M and above per buy) on a national and global level. B.19. Provide examples of the Respondent’s experience in domestic and international tourist development campaigns to include associated media plan or documentation accompanied by a narrative explanation not to exceed three examples . B.20. Identify and describe Respondent’s third -party information security option compliant with D.37. a.(3) and (4) Information Technology Security Requirements per the pro forma contract. SCORE (for all Section B —Qualifications & Experience Items above) : (maximum possible score = 20) State Use – Evaluator Identification : 09-18-25v2 RFP RFP # 27 Page 27 of 36 RFP ATTACHMENT 6.2. — SECTION C TECHNICAL RESPONSE & EVALUATION GUIDE SECTION C: TECHNICAL QUALIFICATIONS, EXPERIENCE & APPROACH . The Respondent must address all items (below) and provide, in sequence, the information and documentation as required (referenced with the associated item references). The Respondent must also detail the response page number for each item in the appropria te space below. A Proposal Evaluation Team, made up of three or more State employees, will independently evaluate and score the response to each item. Each evaluator will use the following whole number, raw point scale for scoring each item: 0 = little value 1 = poor 2 = fair 3 = satisfactory 4 = good 5 = excellent The Solicitation Coordinator will multiply the Item Score by the associated Evaluation Factor (indicating the relative emphasis of the item in the overall evaluation). The resulting product will be the item’s Raw Weighted Score for purposes of calculating the section score as indicated. RESPONDENT LEGAL ENTITY NAME: Response Page # (Respondent completes) Item Ref. Section C — Technical Qualifications, Experience & Approach Items Item Score Evaluation Factor Raw Weighted Score C.1. Provide a narrative that illustrates the Respondent’s understanding of the State’s requirements and project schedule. 2 C.2. Brand Strategy & Stewardship : How would Respondent’s agency evolve or expand upon Tennessee’s current tourism brand strategy while preserving its core equity? Describe how you ensure brand consistency across advertising, public relations, digital, partnerships, and international mar kets. Describe Respondent’s experience working with an existing brand guide and asset library. 20 C.3. Creative Portfolio & Conceptual Thinking : Provide an example with media (e.g. print, broadcast, digital, and billboards) to demonstrate marketing and advertising campaign the Respondent has developed and implemented within the last three (3) years that reflect creativity, strategic planning, problem solving, public relations awareness, analytics, and success measurement. 20 C.4. Strategic Alignment with State Goals : Describe Respondent’s a bility to evolve and strategically align with the State’s marketing and tourism goals. How would Respondent utilize Tennessee’s travel pillars and assets to differentiate the brand? 20 C.5. Consumer Insight & Research Application : Describe Respondent’s process for uncovering and leveraging consumer insights to shape campaign strategy. Provide an example via a narrative case study where insights shifted or enhanced Respondent’s campaign direction. 10 C.6. Data -Driven Planning : Provide a narrative how Respondent integrates data ( e.g. audience insights, visitor trends, market forecasts, competitive analysis, etc.) into the campaign planning process , including methodologies that Respondent relies on. Include your agency’s capabilities in website content management, ADA compliance, and integration of digital analytics into campaign optimization. 20 09-18-25v2 RFP RFP ATTACHMENT 6. 2. — SECTION C (continued) Page 28 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 C.7. Segmentation & Targeting : How does Respondent approach segmentation, particularly for niche or underserved travel demographics (e.g. rural travelers, heritage tourism, etc.)? Provide an example. 4 C.8. Differentiation & Positioning: How does Respondent differentiate a brand from competitors in a crowded travel and tourism market? Provide a narrative example . 6 C.9. Data Integration & Analytics Tools : Identify and describe the data analytical tools Respondent proposes to fulfill the scope of services of the Contract to include supporting overall decision -making. Describe your experience working with client -owned datasets or government data systems. Provide a narrative example. 4 C.10. Public Relations & Reputation Management : Demonstrate Respondent’s experience in developing and executing integrated public relations strategies for a tourism brand or similar client . Explain how you align PR with broader brand marketing goals , coordinate with in - house teams, and ensure consistent messaging across channels. Include Respondent’s approach to proactive media pitching, issues management, and measuring success against established KPIs. Provide at least two (2) examples from the past three (3) years that demonstrate measurable outcomes (e.g., media coverage, sentiment shift, partner engagement, or crisis mitigation). 6 C.11. Travel Media & Hosted Visits : Describe your approach to working with travel media, including hosted visits, desk sides, missions, and partnerships with non -traditional outlets (e.g., influencers, broadcast). How do you identify participants, build itineraries, coordinate with local partners and measure post -trip return on investment ? List up to ten (10) key travel media contacts and share recent placement examples that demonstrate the strength of your relationships and outcomes for destination clients. 4 C.12 . Crisis Response: Describe a situation where a campaign or media plan had to be rapidly adjusted due to a crisis. Include an example of how your team managed a reputation -sensitive or crisis situation involving tourism, talent, or high -profile media. 4 C.13. Campaign Execution : Describe how Respondent orchestrates multi -channel campaigns ( e.g. paid, earned, owned) across platforms. Include two-three (2 -3) examples of integrating email marketing, lead generation, and database growth into multi -channel tourism campaigns. 10 C.14. Budget & Media Planning: Provide an example of how Respondent has maximized impact within a limited marketing budget as well as a sufficiently funded budget to the following ends: Respondent’s experience with planning and executing media buys in domestic and international markets? Respondent’s experience managing co -op media programs with tourism partners, including partner vetting, compliance, and performance reporting. 10 C.15. Collaboration & Account Management: Describe the proposed account management structure, team roles, and communication flow. Beyond campaign execution, how does Respondent see its role as a thought partner to the State? 6 09-18-25v2 RFP RFP ATTACHMENT 6. 2. — SECTION C (continued) Page 29 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 C.16. Digital , Website & Social Media Management : Provide a narrative of Respondent’s approach to maintaining consistent brand visibility, integrating cross -platform campaigns, driving traffic to TNvacation.com, engaging communities, leveraging trends, and managing influencer partnerships from vetting to post-campaign reporting. Provide examples of measurable outcomes and how insights informed future campaigns. 10 C.17. Campaign Management & Reporting : Describe how your campaign management team structures reporting workflows, including cadence, results delivery, and optimization processes to ensure continuous improvement. 6 C.18. Provide a narrative to describe the Respondent’s business presence in Tennessee or outline the steps the Respondent plans to gain a business presence in Tennessee. 2 The Solicitation Coordinator will use this sum and the formula below to calculate the section score. All calculations will use and result in numbers rounded to two (2) places to the right of the decimal point. Total Raw Weighted Score: (sum of Raw Weighted Scores above) Total Raw Weighted Score X 60 (maximum possible score) = SCORE: Maximum Possible Raw Weighted Score (i.e., 5 x the sum of item weights above) State Use – Evaluator Identification : State Use – Solicitation Coordinator Signature, Printed Name & Date: 03-05-25 RFP Page 30 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.3. COST PROPOSAL & SCORING GUIDE NOTICE: THIS COST PROPOSAL MUST BE COMPLETED EXACTLY AS REQUIRED SEE ATTACHED COST EVALUATION MODEL NAMED “32601 -26001 Attachment 6.3.XLS” 09-18-25v2 RFP Page 31 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.4. REFERENCE QUESTIONNAIRE The standard reference questionnaire provided on the following pages of this attachment should be completed by all individuals offering a reference for the Respondent. The Respondent will be solely responsible for obtaining completed reference questionnaires as detailed below .. Provide references from individuals who are not current State employees of the procuring State Agency for projects similar to the goods or services sought under this RFP and which represent: ▪ two (2) contracts Respondent currently services that are similar in size and scope to the services required by this RFP; and ▪ three (3) completed contracts that are similar in size and scope to the services required by this RFP. References from at least three (3) different individuals are required to satisfy the requirements above, e.g., an individual may provide a reference about a completed project and another reference about a currently serviced account. The individual contact reference provided for each contract or project shall not be a current State employee of the procuring State agency. Procuring State agencies that accept references from another State agency shall document, in writing, a plan to ensure that no contact is made between the procuring State agency and a referring State agency. The standard reference questionnaire, should be used and completed, and is provided on the next page of this RFP Attachment 6.4. In order to obtain and submit the completed reference questionnaires follow ing one of the two process es below. Written: (a) Add the Respondent’s name to the standard reference questionnaire at RFP Attachment 6.4. and make a copy for each reference. (b) Send a reference questionnaire and new, standard #10 envelope to each reference. (c) Instruct the reference to: (i) complete the reference questionnaire; (ii) sign and date the completed reference questionnaire; (iii) seal the completed, signed, and dated reference questionnaire within the envelope provided; (iv) sign his or her name in ink across the sealed portion of the envelope; and (v) return the sealed envelope directly to the Respondent (the Respondent m ay wish to give each reference a deadline, such that the Respondent will be able to collect all required references in time to include them within the sealed Technical Response). (d) Do NOT open the sealed references upon receipt . (e) Enclose all sealed reference envelopes within a larger, labeled envelope for inclusion in the Technical Response as required. Email: (a) Add the Respondent’s name to the standard reference questionnaire at RFP Attachment 6.4. and make a copy for each reference. (b) E-mail a reference questionnaire to each reference. (c) Instruct the reference to: (i) complete the reference questionnaire; (ii) sign and date the completed reference questionnaire; (iii) E-mail the reference directly to the Solicitation Coordinator by the RFP Technical Response Deadline with the Subject lin e of the e -mail as “[Respondent’s Name] Reference for RFP # 32601 -26001 ”. NOTES: ▪ The State will not accept late references or references submitted by any means other than the two which are described above, and each reference questionnaire submitted must be completed as required. ▪ The State will not review more than the number of required references indicated above. 09-18-25v2 RFP Page 32 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.4. (continued) ▪ While the State will base its reference check on the contents of the reference e -mails or sealed reference envelopes included in the Technical Response package, the State reserves the right to confirm and clarify information detailed in the completed reference questionnaires, and may consider clarification responses in the evaluation of referen ces. ▪ The State is under no obligation to clarify any reference information. 09-18-25v2 RFP Page 33 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP # 32601 -26001 REFERENCE QUESTIONNAIRE REFERENCE SUBJECT: RESPONDENT NAME (completed by Respondent before reference is requested) The “reference subject” specified above, intends to submit a response to the State of Tennessee in response to the Request for Proposals (RFP) indicated. As a part of such response, the reference subject must include a number of completed and sealed reference questionnaires (using this form). Each individual responding to this reference questionnaire is asked to follow these instructions: ▪ complete this questionnaire (either using the form provided or an exact duplicate of this document); ▪ sign and date the completed questionnaire and follow either process outlined below ; Physical: ▪ seal the completed, signed, and dated questionnaire in a new standard #10 envelope; ▪ sign in ink across the sealed portion of the envelope; and ▪ return the sealed envelope containing the completed questionnaire directly to the reference subject. E-Mail: ▪ e-mail the completed questionnaire to: Andrew Martin, Andrew.Martin@tn.gov (1) What is the name of the individual, company, organization, or entity responding to this reference questionnaire? (2) Please provide the following information about the individual completing this reference questionnaire on behalf of the above -named individual, company, organization, or entity. NAME: TITLE: TELEPHONE # E-MAIL ADDRESS: (3) What goods or services does/did the reference subject provide to your company or organization? 09-18-25v2 RFP Page 34 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 (4) If the goods or services that the reference subject provided to your company or organization are completed, were the goods or services provided in compliance with the terms of the contract, on time, and within budget? If not, please explain. (5) If the reference subject is still providing goods or services to your company or o rganization, are these goods or services being provided in compliance with the terms of the contract, on time, and within budget? If not, please explain. (6) How satisfied are you with the reference subject’s ability to perform based on your expectations and according to the contractual arrangements? REFERENCE SIGNATURE: (by the individual completing this request for reference information) DATE: (must be the same as the signature across the envelope seal) 03-05-25 RFP Page 35 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.5. SCORE SUMMARY MATRIX RESPONDENT NAME RESPONDENT NAME RESPONDENT NAME GENERAL QUALIFICATIONS & EXPERIENCE (maximum: 20) EVALUATOR NAME EVALUATOR NAME REPEAT AS NECESSARY AVERAGE: AVERAGE: AVERAGE: TECHNICAL QUALIFICATIONS, EXPERIENCE & APPROACH (maximum: 60) EVALUATOR NAME EVALUATOR NAME REPEAT AS NECESSARY AVERAGE: AVERAGE: AVERAGE: COST PROPOSAL (maximum: 20) SCORE: SCORE: SCORE: TOTAL RESPONSE EVALUATION SCORE: (maximum: 100) Solicitation Coordinator Signature, Printed Name & Date: 09-18-25v2 RFP Page 36 of 36 RFP # 32601 -26001 Marketing and Advertisement Services – Release #2 RFP ATTACHMENT 6.6. RFP # 32601 -26001 PRO FORMA CONTRACT The Pro Forma Contract detailed in following pages of this exhibit contains some “blanks” (signified by descriptions in capital letters) that will be completed with appropriate information in the final contract resulting from the RFP. SEE ATTACHMENT “32601 -26001 Pro forma Contract”