New Jersey Highlands Council RFP to Implement a Marketing Campaign - 2026
Highlands Council | State of New JerseyState · Trenton, NJ- Due
- Oct 16, 2026
- Deadline passed
- Posted
- Aug 28, 2026
- Contract term
- 1 year
- Primary contact
- Gabrielle Gallagher
The 30-second brief
The New Jersey Highlands Water Protection and Planning Council seeks proposals from qualified teams with tourism marketing expertise to conceive and implement Year 1 of a marketing campaign for the New Jersey Highlands brand ("You Never Knew Jersey"). The project scope includes a digital awareness campaign (paid media across Instagram, Facebook, TikTok, and Google, influencer and user-generated content, blog and newsletter content, event-based retargeting, and visual content production), a media relations program (key messaging development, media training, and media kits), a media blitz (media research, story angles, and media outreach/visits), and the establishment of tourism performance benchmarks and metrics across the seven-county northern New Jersey region (Bergen, Hunterdon, Morris, Passaic, Somerset, Sussex, and Warren counties). The initial contract term is 12 months with two optional 1-year extensions. Proposals are due by October 16, 2026, at 5:00 p.m. EST. Questions are due by September 14, 2026. Bidders must comply with state business registration, affirmative action, and prevailing wage requirements, and prime bidders must make best efforts to award at least 3% of contract value to Service-Disabled Veteran-Owned Businesses (SDVOB). Evaluation will consider team qualifications and experience, technical approach, capacity, rate/price, references, and interviews.
Project Management and Coordination; Digital Awareness Campaign Material; Media Relations Materials; Media Blitz Plan; Tourism Performance Benchmarks
Team background, qualifications, skills, and experience; Degree of expertise and prior tourism sector experience; Proposed technical approach; Capacity to meet requirements within timeframe; Rate or price to be charged; Prior experiences with the Team; Familiarity with work, requirements, and systems; References; Interviews; Geographical location of offices; Familiarity with State and federal laws and regulations
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Summary
The New Jersey Highlands Water Protection and Planning Council seeks proposals from qualified teams with tourism marketing expertise to conceive and implement Year 1 of a marketing campaign for the New Jersey Highlands brand ("You Never Knew Jersey").
The project scope includes a digital awareness campaign (paid media across Instagram, Facebook, TikTok, and Google, influencer and user-generated content, blog and newsletter content, event-based retargeting, and visual content production), a media relations program (key messaging development, media training, and media kits), a media blitz (media research, story angles, and media outreach/visits), and the establishment of tourism performance benchmarks and metrics across the seven-county northern New Jersey region (Bergen, Hunterdon, Morris, Passaic, Somerset, Sussex, and Warren counties). The initial contract term is 12 months with two optional 1-year extensions. Proposals are due by October 16, 2026, at 5:00 p.m. EST. Questions are due by September 14, 2026. Bidders must comply with state business registration, affirmative action, and prevailing wage requirements, and prime bidders must make best efforts to award at least 3% of contract value to Service-Disabled Veteran-Owned Businesses (SDVOB). Evaluation will consider team qualifications and experience, technical approach, capacity, rate/price, references, and interviews.
EVALUATION CRITERIA
11- Team background, qualifications, skills, and experience
- Degree of expertise and prior tourism sector experience
- Proposed technical approach
- Capacity to meet requirements within timeframe
- Rate or price to be charged
- Prior experiences with the Team
- Familiarity with work, requirements, and systems
- References
- Interviews
- Geographical location of offices
- Familiarity with State and federal laws and regulations
REQUIRED DELIVERABLES
5- Project Management and Coordination
- Digital Awareness Campaign Material
- Media Relations Materials
- Media Blitz Plan
- Tourism Performance Benchmarks
REQUIRED ATTACHMENTS
12- Statement of Qualifications
- Technical Proposal
- Rate Schedule & Budget
- N.J. Business Registration Certificate
- Affirmative Action documentation
- Ownership Disclosure Form
- Disclosure of Investment Activities in Iran
- Certification of Non-Involvement in Prohibited Activities in Russia or Belarus
- MacBride Principles Certification
- Political Contribution Disclosure
- Source Disclosure Form (Exhibit J)
- Subcontractor Utilization Form (Exhibit K)
REQUIRED STAFFING
3- Submit to
- [email protected]
- Scope location
- Chester, NJ
- Reported agency
- New Jersey Highlands Council
Questions about this RFP
How do I respond to this RFP from Highlands Council | State of New Jersey?
Review the full solicitation document for submission requirements, evaluation criteria, and deadlines. The submission deadline is October 16, 2026. The solicitation specifies required deliverables that must be addressed in your response. Be sure to include all required attachments as outlined in the solicitation. Submissions should be delivered to: [email protected]. For questions, contact Gabrielle Gallagher.
Can small businesses or minority-owned firms bid on this RFP?
Most government agencies, including Highlands Council | State of New Jersey in NJ, encourage participation from small businesses, minority-owned, women-owned, and disadvantaged business enterprises (MBE/WBE/DBE). Check the full solicitation for any small business participation goals.
What happens after the RFP submission deadline?
After the deadline, the issuing agency reviews all submissions against the stated evaluation criteria. This typically includes a compliance check, technical evaluation, cost analysis, and may involve oral presentations with shortlisted vendors.
Can I ask questions about this solicitation before submitting?
Yes, most solicitations allow vendors to submit questions during a designated period. The primary contact is Gabrielle Gallagher. Questions and answers are typically shared with all prospective bidders.
What staffing is required for this project?
This solicitation outlines specific staffing requirements. The required roles include: Creative Lead, Digital Marketing Manager, Social Media/Content Manager. Proposers should demonstrate relevant qualifications and experience for each required role.
What are the key deliverables?
The solicitation specifies the following deliverables: Project Management and Coordination; Digital Awareness Campaign Material; Media Relations Materials; Media Blitz Plan; Tourism Performance Benchmarks. Proposals should clearly address how each deliverable will be met.
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What are the evaluation criteria for this solicitation?
This solicitation includes specific evaluation criteria that will be used to score proposals. The criteria include: "Team background, qualifications, skills, and experience; Degree of expertise and prior tourism sector experience; Proposed technical approach; Capacity to meet requirements within timeframe; Rate or p..." Vendors should carefully align their proposals with each criterion to maximize their score.
Where can I find more RFPs from Highlands Council | State of New Jersey?
All active and historical solicitations from Highlands Council | State of New Jersey are tracked and searchable. As a state agency, Highlands Council | State of New Jersey regularly publishes solicitations. Visit the agency profile to see current open bids, past contracts, vendor relationships, and decision-maker contacts.
What is the contract term for this solicitation?
The anticipated contract term is 1 year. Contract terms may include renewal options.
What documents are required to bid on this RFP?
Requirements vary by solicitation, but common documents include a technical proposal, cost/price proposal, proof of insurance, relevant certifications, past performance references, and any forms specified in the solicitation. This solicitation specifically requires the following attachments: Statement of Qualifications, Technical Proposal, Rate Schedule & Budget, N.J. Business Registration Certificate, Affirmative Action documentation, Ownership Disclosure Form, Disclosure of Investment A. Additionally, proposals should address staffing requirements as outlined in the solicitation. Review the full document from Highlands Council | State of New Jersey for the complete list.
What is the scope of this project?
This solicitation defines a specific project scope. The scope covers the following locations: Chester, NJ. Review the full solicitation for detailed scope requirements.