FAMLI FULL-SERVICE COMMUNICATIONS AND MARKETING SERVICES

TitleFAMLI FULL-SERVICE COMMUNICATIONS AND MARKETING SERVICESIDBPM043000Alternate IDLot #1Round #10StatusOpen[imp]OpenClosedResponses OpenedApprovedDraftDue / Close Date (EST)Due / Close Date (EST)Solicitation TypeRFP: Double Envelope ProposalPublic NoticePORFPRequest for Information & PricingRequest for InformationRequest for QuoteTechnical Envelope (Multi-Step)RFR - CATS SpecificFinancial Envelope (Multi-Step)IFB: Invitation for Bid IFB: Invitation for Bid (w/ Min Quals)Price OnlyRFP: Double Envelope ProposalTORFPCost breakdownRFP: Triple Envelope ProposalService purchase - Fixed FeeService purchase - T&MQuick QuoteMain CategoryIssuing AgencyProcurement Officer / BuyerRaelene GLASGOWSee AllEmailSolicitation SummaryFAMLI needs a strong brand identity that will raise awareness about the new system among Maryland workers and employers, especially ahead of the initial compliance deadlines (expected to be in July 2025) and benefits launch (expected to be in July 2026). The brand and

marketing strategies will need to speak to a diverse set of stakeholders, including workers of all sectors and employers of all sizes. During the course of this contract, FAMLI will undergo exponential growth as the full system comes to fruition and the program will have a number of competing priorities. The branding and marketing need of FAMLI and the level of activity will fluctuate over time with the highest needs being ahead of the first compliance deadline (expected to be in July 2025) and when benefits are launched (expected to be in July 2026). Unforeseen needs and challenges are inevitable. The brand should help employers and workers alike easily identify the new system, understand its requirements, and get excited about its benefits. The benefits for workers are different than those for employers, and FAMLI needs a brand that can speak to both. The core messaging of the brand will need to evolve over time. In the initial phases of implementation, the brand will be leveraged to drive knowledge and compliance, especially amongst employers and workers who will see a payroll deduction. In the lead up to and after benefits launch, the brand will be used to raise awareness and encourage benefits applications. Additionally, messaging and creativity will need to be nimble enough to accommodate consistent changes to program designs and processes, as the system is being created. Additional InstructionsThe Family and Medical Leave Insurance (FAMLI) Division, within the Maryland Department of Labor, is implementing the state’s paid family and medical leave system that was established by the Time to Care Act passed in 2022. Starting in 2026, Maryland will be the eleventh state in the nation to offer paid family and medical leave benefits to workers. When benefits become available, FAMLI will make it possible for workers to take up to 12 weeks, as needed, when they welcome a new child into their family, are struck by a serious illness or injury, need to take care of an ill or ailing relative, and for certain military connected events. Employers will need to register with the State and then will automatically be enrolled in the State Plan which is a seamless way to be in compliance with the law. Alternatively, employers may seek approval for an equivalent private insurance plan. Self-employed individuals can also elect to participate. Employers and workers participating in the State Plan will begin making contributions via payroll deductions. Starting in 2026, while an employee is out on leave, either the employer’s private plan or the State Plan will provide partial wage replacement to the employee. The timeline for completing this project is extremely tight. Significant portions of the initial Statement of Work must be completed by July 2025. It will require focused effort and a clear plan to meet an aggressive schedule. Firms submitting proposals should present their best thinking for reaching the target audiences and achieving results. As this is a brand-new statewide program of significance, research on awareness of the program, perceptions of it and its benefits, and changes to awareness and perceptions over time will also be required Project Cost ClassPre-Bid Conference InformationPre-Bid Conference Date (EST)Pre-Bid Conference DetailsSmall Business Reserve DesignationNoYesNo Procurement Program Participation Goals VSBE Participation (%)MBE Participation (%)African American MBE Participation (%)Asian American MBE Participation (%)Hispanic American MBE Participation (%)Women-Owned MBE Participation (%)DBE Participation (%)SBE Participation (%)