Minnesota Department of Employment and Economic Development

Buyer seeks a contractor to develop comprehensive branding, marketing, video content, and website development for Minnesota's Paid Family and Medical Leave program. The project includes user research, brand guide creation, website development, video production, toolkit content creation, and marketing campaign execution. Buyer requires materials to be accessible to diverse audiences including those who speak languages other than English. The campaign will run six months before and after the program's launch on January 1, 2026.

• 1/6/2025 - Original RFP Posted
• 3/24/2025 - RFP Repost
• 4/3/2025 - Proposal Due Date
• 1/1/2026 - Program Launch

• Develop and execute user research plan to inform branding and measure program awareness
• Create comprehensive brand guide and style guide for Paid Leave program
• Design and develop responsive website with six top-level sections
• Produce six documentary-style storytelling videos up to three minutes in length
• Develop toolkit content for individuals, healthcare providers, and employers
• Plan and execute marketing campaign targeting diverse audiences
• Build website to support integration with calculator and quiz tools
• Ensure all materials meet accessibility standards including WCAG 2.1 AA
• Translate key content into multiple languages including Spanish, Somali, and Hmong
• Manage $250,000 advertising budget for media buying and placement