R3 Program Communications Plan

2026-11-03

STATEMENT OF OBJECTIVES Through this RFI , the Comptroller of Maryland ( COM ) seeks to : 1 . Understand typical cost ranges and pricing structures for digital marketing , search advertising , search engine optimization ( SEO ), email campaign development , creative services , and performance reporting for statewide awareness campaigns in a public - sector context . 2 . Identify common scopes of work and service assumptions used by marketing firms when supporting government - operated digital platforms , particularly those focused on education and awareness rather than commercial conversion . 3 . Assess industry best practices related to awareness - first digital campaigns , including appropriate metrics , pacing strategies , and budget allocation across channels . 4 . Inform the development of a future Request for Proposals ( RFP ) by ensuring that anticipated requirements , deliverables , and budget parameters are aligned with market norms and achievable within a fixed public - sector budget . 5 . Support responsible stewardship of public funds by gathering sufficient information to develop a well - scoped , competitive , and transparent solicitation . Responses to this RFI will be used to guide internal planning and may inform the structure and requirements of a future RFP . Responses will not be evaluated for award , and participation in this RFI is not a prerequisite for participation in any future solicitation . CONTRACTOR / VENDOR QUESTIONS Contractors shall submit written responses to the following questions ( total page limit : 12 pages ): Respondents are requested to provide high - level , non - binding information for the questions below . Cost information should be provided as ranges , benchmarks , or typical estimates , not firm pricing or proposals . 1 . For statewide or multi - region public - sector awareness campaigns , what are typical pricing models for digital campaign planning and management ( e . g ., flat fees , monthly retainers , percentage of media spend )? 2 . For statewide or multi - region public - sector awareness campaigns that include SEO support , content development , and short - form video , what is the typical contractor team composition ? 3 . Please identify the roles commonly assigned to such projects and describe each role ’ s responsibilities 4 . How are costs typically allocated across digital media , creative development , short - form video , SEO , email , and reporting ? 5 . What are typical hourly rate ranges for the roles described above when supporting public sector or government adjacent digital campaigns ? 6 . For a short - term project supporting campaign set up and early execution , what are the typical range of total labor hours per week by role ? 7 . What cost ranges are commonly associated with managing paid digital campaigns over multiple phases ( e . g ., early awareness , pre - launch education , filing season )? 8 . What key factors most significantly influence management costs ( e . g ., number of platforms , targeting complexity , optimization frequency )?

Maryland

2026-05-02