Transit Marketing Services

The Vendor is required to provide professional marketing services and strategic planning for the targeted promotion of the county’s public transportation system.
- Provide a full-service public transportation marketing firm that can provide services to include targeted marketing to current riders, attracting new riders and promoting specific initiatives, as well as increasing awareness of the benefits of using public transportation.
- These services must adhere to the established brand standards of the transit system and align with the county’s goal of maintaining a professional and consistent image across various platforms.
- Social media management:
• Assist the county with community presence, which may include design images, profile, content and recommendations for campaigns.
• Implement a plan for on-going content and campaigns
• Work with public information office to monitor metrics
• All content must be approved by the county and the county’s communications office
• Consultant shall use color codes as approved by the county
- General marketing and advertising:
• The consultant shall identify target groups and develop and plan an on-going targeted marketing and advertising campaign, utilizing print media, radio, signage and other means deemed necessary by the county. 
• Advertising efforts should focus on target audience, services, stakeholders, and funding partners.
• Develop an online and traditional advertising plan to build brand awareness and promote transportation services
• Create and execute a radio advertising campaign with a focus on a custom jingle. 
• The county will be responsible for purchasing the airtime and the consultant will be responsible for creating the jingle
• Use the jingle to promote services and build brand awareness
• Create a logo and tagline for rebranding efforts
• Language translation shall be considered for any and all material developed as requested
• Create key messages for target audiences
• County will own any trademark or copyrights to the finished and approved advertisement to include the jingle
- Oversight and planning:
• Monthly coordination calls with county transit staff
• Development and maintenance of a comprehensive marketing plan and timeline, with annual updates
• Quarterly provision of metrics, including website traffic and social media engagement
• Quarterly transit market assessments using census data
• Identify target groups for transit services and marketing campaigns
• Ongoing targeting of campaigns based on market needs
• Quarterly demand analysis and ridership forecasts
• Quarterly performance reviews to assess trends in ridership and service levels, identifying future transportation needs
- Public relations: 
• The consultant will assist the county to facilitate outreach efforts to include planning, organizing, arranging space, marketing and communicating with stakeholders. 
• The consultant will update and maintain a record of event locations, stakeholder contacts, document meeting activities and meeting minutes.
• Pitch, draft and distribute press releases on an as needed basis
• Draft eblasts for outreach efforts, future services and promotional information for local stakeholders
• Internal communications, as needed
• Facilitate onsite and virtual events
• Survey input on outreach activities
• Targeted media outreach
• Coordinate with local organizations, schools, businesses, and stakeholders to promote transportation services, encourage ridership and build awareness
• Translation services for all materials as requested
• County will own any trademark or copyrights to the finished and approved designs and/or created materials
- Graphics and video services: 
• The consultant will provide graphic design and video production services for marketing efforts. 
• This includes designing digital ads, creating signage, producing bus posters and handouts, and creating transit-related videos or animations.
• Create graphics for online campaign ads as needed
• Signage, bus posters and handouts to support all public relation initiatives
• Production of transit related videos and/or animation
• Provide design concepts for vehicle wrapping and other graphics as needed
• All content must be approved by the county and the county’s communications office
• County will own any trademark or copyrights to the finished and approved designs and/or created materials
- Personnel:
• Account management
• Creative platform development.
- Contract Period/Term: 1 year