Bus Marketing Program Services

The vendor required to provide bus marketing program; consultant shall perform various marketing activities in each of the following areas:
- Integrated, strategic marketing plan development
•    A comprehensive and overarching plan shall be developed to serve as a blueprint for the contractual period of time. 
•    The plan shall be well thought-out and positioned to guide all marketing efforts to be cohesive and effective in achieving the organizational goals.
- Marketing and digital marketing campaign development, management and optimization
•    Campaign goals development and effectiveness tracking
•    Identifying target audiences and providing insight to customer behavior
•    Developing key campaign messaging and potential offers for campaign success
•    Developing strategy for reaching and engaging target audiences
•    Developing mixed media campaign consisting of traditional and online media
- Email, social media and mobile marketing strategy development, implementation and optimization
•    Research, develop and propose new and innovative digital marketing strategies and tactics through email, social media, and mobile to help octa retain current customers and acquire new customers. 
•    Execute a successful agile marketing plan to improve performance and return of investment. 
•    Provide systematic solutions to implement, manage and optimize social media platforms, as well as analytics to maximize public interaction and engagement.
- Online and traditional media planning, buying and optimization
•    Understand where target audiences live online and offline, develop a flexible and high-quality media plan for each campaign to include targeting endemic and broad reach sites and media, as well as niche media and sites with loyal and passionate followings to engage potential customers in a clutter-free, relevant environment. 
•    Online media buying and optimization systems and technology are also required to provide real-time analytics data for refining campaign and discover insights to maximize return on investment (ROI). 
•    In addition to this contract, octa has some reserved funds for direct media buys.
- Ethnic marketing and translation (Hispanic and Asian)
•    Research, develop and implement marketing programs targeting specific ethnic markets in county. 
•    Develop media plans that reflect where ethnic target audiences live online and offline to meet ridership and sales goals. 
•    Provide translation services for target markets, including Spanish, Vietnamese, Korean, Farsi, and Chinese, as well as other languages as requested by octa.
- Print and digital creative development, design, copywriting and production
•    create strategic and innovative design themes and messages that resonate with campaign target audiences in both online and print formats. 
•    Be able to respond quickly to execute creative development through design, copywriting, and production in a timely manner to meet the project deadlines. 
•    Consultant shall have the ability to produce, deliver, accept, or share files from the following software:
o    Adobe creative suite (including photoshop, illustrator, InDesign)
o    Ability to transfer files via cloud-based solutions
- Market and customer research, segmentation studies, online surveys, implementation and reporting
•    To assist marketing planning and strategy development, identified research needs to gain customer insights and market intelligent information through primary and secondary research and surveys. 
•    Use state-of-the-art techniques to design, implement, and report appropriate study and survey as needed.
- Photography
•    Provide original photography services to support approved marketing plans to showcase octa's products and services in a favorable and imaginative way. 
•    Photography support shall include selection and management of paid models, the ability to provide studio shots on seamless, interior building and bus shots including people and location shots showcasing various buses. 
•    Buses will either be static or moving.
- Artificial intelligence (AI)
•    Any AI-generated content, visuals, or media must appear realistic and credible. 
•    Avoid outputs that look overly artificial, exaggerated, or “fake.” 
•    The goal is to maintain trust and professionalism in all client-facing materials.
- Printing and fulfillment services
•    Various types of printing projects shall require production, distribution, installation, and removal during the course of this contract term, based on the approved marketing plan developed. 
•    Prior to release of all projects for print, a formal estimate shall be received and approved by octa's project manager. 
•    Consultant shall have the following minimum requirements: 1- to 6-color lithographic printing.
- Budget: $175,000

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: December 16, 2025