Ohio Housing Finance Agency Ohfa #RFP-FY2027-MediaBuyer

OHFA statewide media strategy and advertising for homebuyer programs

The Ohio Housing Finance Agency is seeking an Ohio-based media agency to promote its homebuyer programs through a statewide advertising campaign. - Government buyer: Ohio Housing Finance Agency (OHFA), Office of Public Affairs; procurement contact is Janice Wildermuth, Purchasing Supervisor. - OEMs and vendors: No media agency, OEM, product manufacturer, or other vendor is named; OHFA is the government buyer. - Requested service: One integrated strategic media engagement to develop and execute a data-driven campaign that builds awareness and increases participation in OHFA homebuyer programs, with particular focus on underserved counties and first-time homebuyers. - Promote Homebuyer Assistance, Down Payment Assistance, Ohio Heroes, Next Home, and Grants for Grads; direct consumers to myohiohome.org. - Research and segment audiences, select markets and channels, plan and buy targeted placements, align campaign content with current trends, optimize media investment, and evaluate results to inform future outreach. - Channels include connected TV, podcasts, online advertising, broadcast and streaming radio, social media, and print. - Quantity and pricing: One service engagement; no part number. Approximately $350,000 is anticipated for advertising placements, excluding the agency fee. OHFA requests a flat fee for the agency’s services and deliverables; the total contract value is not specified. - Notable requirements: The agency should be located in Ohio. Ohio Certified MBE or EDGE-owned businesses receive additional consideration. The proposal should address qualifications, relevant work, personnel, references, approach, measurement, timeline, and cost. - Performance period: Services are scheduled to begin in January 2027. The advertising placement budget covers the spring 2027 campaign, with placements planned for February through June. The contract end date and option periods are not specified.

Description

The Ohio Housing Finance Agency is seeking proposals from a strategic media agency located in Ohio to promote its homebuyer programs to audiences throughout the state. The selected firm will work with OHFA’s Office of Public Affairs to develop and execute a statewide, data-driven, multi-channel advertising strategy, including media planning and placement and performance analysis. The spring 2027 campaign is intended to build agency and program awareness and increase participation, particularly in previously underserved counties. The stated advertising placement budget is approximately $350,000, excluding the vendor fee; applicants are asked to price services and deliverables as a flat fee.

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