R3 Program Communications Plan

The Comptroller of Maryland is seeking information from qualified marketing and digital communications firms to support a statewide awareness and education campaign for the expansion of Maryland Tax Connect, a secure online tax service platform. The campaign aims to introduce the platform to individual filers across the state, building awareness, familiarity, and trust. The information collected through this Request for Information (RFI) will help refine the anticipated scope of work, budget assumptions, and performance expectations for vendor support related to digital marketing, search, SEO, email, and reporting services. • The RFI seeks information on typical cost ranges and pricing structures for digital marketing, search advertising, SEO, email campaign development, creative services, and performance reporting for statewide awareness campaigns. • The RFI aims to identify common scopes of work and service assumptions used by marketing firms when supporting government-operated digital platforms. • The RFI assesses industry best practices related to awareness-first digital campaigns, including appropriate metrics, pacing strategies, and budget allocation across channels. • The RFI informs the development of a future Request for Proposals (RFP) by ensuring that anticipated requirements, deliverables, and budget parameters are aligned with market norms and achievable within a fixed public-sector budget.