Consulting Services

The vendor is required to provide consulting services for include:
- Brand audit and discovery and research
•    Conduct a comprehensive brand audit to evaluate how city brand is positioned within the transportation sector including strengths and weaknesses, and opportunities. 
•    Perform market research analysis and perception analysis of city transit across region. 
•    Benchmark against peer transit agencies and industry best practices. 
•    Conduct customer journey mapping from trip planning to post-ride experience. 
•    conduct minimum of one session for each of the following stakeholder engagement groups:
o    City leadership and staff
o    Region staff
o    Diverse cohort of transit riders and non-riders in region (across all services)
o    Community organizations and municipal partners in region.
- Brand strategy
•    Develop a comprehensive brand strategy that aligns with organizational goals and is visually connected to the brand.
•    Define brand positioning, messaging, and value propositions.
•    Ensure the strategy is aligned to city “one city” philosophy. 
•    Develop brand architecture to support multiple service types
- Brand visual and verbal identity design
•    Design three unique visual identity standards for city to select
o    Color palettes (x3)
o    Typography
o    Iconography
o    Accessibility considerations (high contrast, legibility)
•    Create three unique sample applications for city to select:
o    Logos (x3)
o    Vehicle livery (x3)
o    Bus stops and shelters
o    Digital platforms (website, apps, social media)
o    Printer materials and signage
•    Ensure all designs are compliant
- Marketing collateral
•    Design the following marketing materials that reflect the new city brand identity and are adaptable for ongoing use by internal staff. 
•    Materials must be accessible and suitable for a variety of mediums, including:
o    Print (e.g., brochures, posters, flyers) o transit advertising (e.g., interior and exterior bus signage) 
o    Digital (e.g., web banners, social media graphics, email templates) 
o    promotional items (e.g., branded merchandise or “swag” such as pens, tote bags, lanyards) 
o    Corporate stationery (e.g., letterhead, envelopes, business cards)
•    All materials shall align with the new brand identity and guidelines and be easily accessible and adaptable by staff for various communications products
- Digital assets
•    Provide digital assets for online campaigns, including web banners, social media templates, email headers, and digital signage content.
- Implementation and change management
•    Develop phased implementation plan (including timelines, milestones and responsibilities) that align with other city budget realities and priorities including service and infrastructure expansions.
•    Develop comprehensive change management plan:
o    Provide internal training materials and workshops for staff. 
o    Design strategies for stakeholder communication and public engagement during the transition.
o    Provide presentations to city senior management staff and to the transit executive committee.

- Questions/Inquires Deadline: October 30, 2025