Minnesota State Patrol Recruitment Initiative

The Minnesota State Patrol, in partnership with the Department of Public Safety’s Office of Communications, is seeking proposals from qualified firms to develop and execute a comprehensive law enforcement recruitment campaign. The initiative emphasizes data-driven strategies, including market research, audience testing, and tailored messaging, with a focus on creating impactful advertising collateral across traditional and digital channels. The contractor will be responsible for producing creative content such as photography, videography, social media assets, and managing media buying services to effectively engage prospective law enforcement candidates. The campaign must leverage current MSP branding and messaging, and be based on proven successful recruitment practices, with the goal of attracting and retaining qualified individuals to the profession. The solicitation specifies a structured evaluation process, with a two-tiered scoring system that emphasizes the quality of the work plan, qualifications, and cost in the first phase, followed by interviews, demonstration of work samples, and detailed pricing in the second. The contract is estimated to be valued between $500,000 and $2,000,000, with a focus on delivering measurable results within specified timelines, including regular progress reports. The contractual framework incorporates Minnesota statutes and state-specific clauses, emphasizing compliance with laws related to data practices, intellectual property, insurance, and conflict of interest disclosures. The agreement requires the contractor to submit detailed cost proposals, maintain all deliverables in accordance with accessibility standards, and adhere to strict administrative and reporting procedures, with the contract governed by Minnesota law and subject to the state’s procurement policies.