Professional Marketing and Communications Services

The vendor is required to provide to engage a full-service marketing and public relations firm that can supplement agency internal resources by providing specialized expertise in areas such as general marketing, public relations, digital communications, community engagement, event planning, and crisis communications.
- Key objectives:
• Build community engagement and support
• Communicate the agency story and value proposition
• Increase fixed-route ridership
• Strengthen brand identity and visibility
• Promote ridership growth through creative campaigns.
• Enhance brand visibility and trust in agency.
• Support outreach efforts to keep the public informed and involved.
• Deliver consistent, transparent communications.
• Track, measure, and optimize campaign impact.
• Expand internal and external communication efforts.
• Foster business partnerships in untapped markets.
- Requirement:
1. Strategic marketing and advertising
• Develop and implement integrated marketing campaigns across print, digital, social, direct mail, events, and broadcast.
• Create paid media strategies including planning, buying, placement, and performance tracking.
• Produce creative assets (examples: graphics, copy, videos, radio/tv scripts).
2. Targeted marketing
• Employers
• Uptown workers
• Students (college and secondary)
• Commuters
• People with disabilities
• Low-income families
• Tourists and special event attendees
• Riders of specific agency services
3. Strategic communications
• Executive and internal communications
• Agency-wide key message development, dissemination, discipline, and coordination
• Employee engagement campaigns
• Newsletters and stakeholder updates
• Communication for foundational and organizational initiatives
4. Community outreach
• Develop and execute outreach strategies and presentations.
• Assist in the creation of presentations for public hearings, job fairs, trade shows, events, and stakeholder meetings.
• Produce outreach materials including flyers, presentations, and signage.
• Solicit and incorporate community feedback on projects and services.
• Recommend outreach approaches for service changes or expansions.
5. Public relations
• Develop and execute public relations strategies for media engagement for crisis events and natural disasters.
• Write and distribute press releases.
• Identify and secure speaking opportunities and appearances.
• Manage media relations during emergencies and planned events.
• Organize and execute press conferences.
• Experience with iap2 standards.
6. Digital and social media management
• Create and manage content for agency website, social media, and newsletters.
• Support website development and maintenance.
• Implement SEO and SEM strategies to increase digital visibility.
• Monitor engagement metrics and optimize accordingly.
7. Crisis communications and issues management
• Develop and maintain crisis communication plans.
• Provide real-time support during emergencies and high-profile incidents.
• Coordinate clear messaging during service disruptions or disasters.
8. Research, analysis, and reporting
• Conduct market research, surveys, and focus groups.
• Analyze ridership and public sentiment data.
• Provide monthly, quarterly, and annual campaign performance reports, ROI analytics, and KPI’s.