At a Glance
- Buyer: State of Minnesota Department of Public Safety, Office of Traffic Safety
- Industry: Government/public safety/traffic safety
- Location/markets: Minnesota statewide, including diverse markets and Minnesota media markets
- Primary scope: Traffic safety multimedia, educational content, creative services, and media buying
- Key deliverables/channels: Creative concepts, multimedia production, video/audio, out-of-home, digital, social, website, print, research, audience testing, media planning, media placement, trafficking, reporting
- Budget: Estimated media buys total $2,815,000; estimated creative services total $550,000; amounts are subject to change
- Contract type/term: Professional and technical services contract; anticipated October 1, 2026 through September 30, 2027, with options to extend up to four additional years
- Key dates: Questions due June 9, 2026 at 12:00 PM CT; Q&A addendum by June 12, 2026 at 4:00 PM CT; proposals due June 24, 2026 at 4:30 PM CT; evaluation/selection anticipated by September 1, 2026
- Eligibility/must-haves: SWIFT Supplier Portal submission only; deadline compliance; required attachments; cost proposal submitted separately; U.S.-based storage and processing; insurance requirements; federal funding compliance; accessibility/ADA requirements
Why This Could Be Interesting
The State of Minnesota Department of Public Safety’s Office of Traffic Safety is seeking a full-service media agency to support statewide traffic safety communications. The work is tied to public education, enforcement awareness, and behavior-change messaging across Minnesota.
This is a broad creative and media engagement, not a narrow placement assignment. The selected agency would develop campaign concepts, produce video, audio, digital, out-of-home, print, website, and collateral assets, and negotiate and administer paid media buys across approved channels.
What makes this notable is the combination of scale, visibility, and contract upside. The listed annual media buy estimates exceed $2.8 million across impaired driving, occupant protection, speed, distracted driving, and motorcycle safety campaigns, with another $550,000 estimated for creative services. The base term is one year, but the State may extend the contract for up to four additional years.
Best suited for full-service agencies with public-sector experience, paid media buying strength, production capabilities, accessibility discipline, and comfort managing multiple regulated campaigns at once.
Proposal deadline: June 24, 2026, at 4:30 PM CT
Download the full RFP here.
