Request for Proposals: I-69 Thumb Region – Targeted Marketing & Media Strategy


The I-69 Thumb Region has an extensive fiber optic network that is not promoted. In addition, the I-69 Thumb Region wants to attract talent to open positions. There is an opportunity to promote the fiber optic network, and the overall quality of life, to attract people to the area.

Due to the existing fiber optic network, one recruiting opportunity is to target people that can work from anywhere, but need a reliable high-speed internet connection. This opportunity will involve highlighting all the Region has to offer, because if a person can work from anywhere, why should they choose the I-69 Thumb Region? We would argue the reasons are plentiful but the two basic reasons are the high quality of life and low cost of living. The high quality of life includes easy access to rivers, lakes and trails, proximity to Detroit, Chicago and Toronto and that our region offers rural, small town, urban and coastal living options.

The other recruiting opportunity is to target people that grew up in the Region, but have since moved away. These folks already have a connection to the area and are more likely to entertain a move to the Region than those without an existing connection. A subset of this population is to target people that have recently gotten married, have young kids or are thinking about having kids. This approach would highlight both available jobs and the high quality of life.


The Regional Prosperity Initiative (RPI) was created by Michigan’s Governor Snyder’s Office to encourage local private, public and non-profit partners to create vibrant regional economies.  The State of Michigan was divided into ten Prosperity regions.  The Counties of Genesee, Huron, Lapeer, Sanilac, Shiawassee, St. Clair and Tuscola are in Region 6, now branded as the I-69 Thumb Region.

The I-69 Thumb Region Steering Committee consists of representatives from adult education, workforce development, economic development, transportation and higher education. Several objectives were identified in the Region’s Accelerate: A Plan for Regional Prosperity that targeted marketing efforts will help to achieve:

  • Promote the region to former Michiganders and immigrants looking to return to the state and raise a family.
  • Enhance the image of the region both internally and externally.
  • Continue to market tourism within and outside the region, including parks and recreation facilities and programs.

While some marketing and communications are underway, there has not been a concerted effort to market the Region as a viable place to live or at least visit.

The I-69 Thumb Region Steering Committee has set-aside up to $40,000 for this project.

Services Sought:

Expand awareness of the I-69 Thumb Region through targeted communications resulting in increased awareness of the Region, specifically:

  • installed fiber optic network
  • assets that showcase a high quality of life
  • available job opportunities (generally).

Propose strategies for enhancing the Region’s appeal to identified audiences.

Identify the most effective marketing and communications strategies, including social media.

Craft communications and marketing materials for identified audiences.

Provide strategic advice on identifying and adapting marketing to target audiences.

Creation of fresh ad copy, landing page content and shareable content for the campaign.

Design options for sustainability (perhaps a modular site that can easily be disassembled and rearranged to fit a new environment or evolving goals).

Provide comprehensive reporting on ad performance.

Response Requirements:

Please include the following in your proposal response:

  • Overview of your company
  • Overview of how you will provide the services sought
  • Details about your team
  • Any key differentiators about your approach
  • Line item pricing, with optional services noted
  • Terms and conditions
  • Samples of previous work in all media
  • Metrics to show success with previous marketing efforts
  • Two references, minimum


Funding for this project is administered by the GLS Region V Planning and Development Commission (GLS Region V). Vendors must agree to the terms and conditions of GLS Region V’s standard Professional Services Agreement (sample available upon request). Payments are approved at bi-monthly meetings and therefore, upon approval, may take 60 days or more to be received by vendor. Invoices must detail expenses and charges in accordance with the scope of work agreed to in the contract. Total payment shall not exceed the accepted contract amount.

Scoring Criteria:

The following points will be used to score each bullet point in the Response Requirements section except the last two bullets (terms and conditions and references):

  • Overview of your company (10 points)
  • Overview of how you will provide the services sought (25 points)
  • Details about your team and similar experience (20 points)
  • Any key differentiators about your approach (10 points)
  • Line item pricing, with optional services noted (35 points)


Responses must be received by GLS Region V staff via email no later than 4:00 p.m. on July 19, 2018. Confirmation of receipt will be sent. Please send your proposals to Debra Compton at: 

Communications between the Region and vendors is expected to discuss the proposal and ask any clarifying questions.

You will be informed of the status of your proposal by August 10, 2018.



Questions Received (with answers)



Please contact

Jacob Maurer