At a Glance
- Buyer: Florida Prepaid College Board
- Industry: Public Sector / Financial Services / Education Savings (529)
- Location/markets: Florida (statewide); Investment Plan nationwide option under evaluation
- Primary scope: Advertising/creative, digital marketing, and social media and/or public relations, partnerships, and events for Florida Prepaid/Investment, ABLE United, and the Foundation
- Key deliverables/channels: Campaign strategy + creative; paid media planning/buying; web/UX/analytics; SEO blog content; email journeys/segmentation; organic social; media relations/storytelling; partnerships; community engagement; events; measurement/reporting
- Budget: Prepaid/Investment total marketing budget expected $20M–$25M per year; ABLE United $1.5M–$2.0M per year; Foundation $1.0M–$1.5M per year
- Contract type/term: Up to two firms; retainer by component with approved passthrough/hourly project-based services; term length not specified
- Key dates: Proposal deadline January 22, 2026, 12:00 PM ET; response opening January 22, 2026, 2:00 PM ET; negotiation period January–April 2026; anticipated contract effective April–July 2026
- Eligibility/must-haves: Florida-based permanent office; 5+ years experience (per component); 5+ years financial services experience; minimum annual billings ($15M advertising/digital/social; $5M PR/partnerships/events); no “Going Concern” language in prior three annual audits (as of June 30, 2025)
Why This Could Be Interesting
The Florida Prepaid College Board administers Florida’s 529 tuition and investment plans and is seeking an agency partner to strengthen advertising, digital, partnerships, and public relations across the Board, ABLE United, and the Florida Prepaid College Foundation.
This ITN has two components: (1) advertising/creative, digital marketing, and social media; and (2) public relations, partnerships, and events. Respondents may propose on one or both, and the Board intends to award contracts to up to two firms for retainer-based support (with some services billed as approved passthrough/hourly project work).
The opportunity is performance-driven and in a moment of change. The Prepaid/Investment programs share a total marketing budget expected at $20M–$25M per year, with success tied to metrics like traffic, conversion, customer acquisition cost, adoption, satisfaction, and retention. The Board has launched a Salesforce-powered records/CRM system, a customer access portal, and a redesigned marketing website. ABLE United is preparing for major eligibility expansion under the ABLE Age Adjustment Act, and the Foundation is evolving from a passive match program into an active statewide scholarship partner with plans to build out dashboards and lead tracking in Salesforce.
Best suited for Florida-based agencies with strong paid + digital, CRM-aware lifecycle marketing, and/or PR/partnerships/event capabilities in financial services.
Proposal deadline: January 22, 2026, at 12:00 PM ET
Download the full RFP here.
