Marketing and Customer Communications Program Services

The vendor required to provide marketing and customer engagement program is to create awareness, excitement and engage a variety of target audiences in accepting, welcoming and riding city streetcar.
- To ensure a successful new service launch to meet or exceed the city streetcar ridership goal, consultant shall conduct research and provide recommendations to include the industry’s best practices and success-proven programs and tactics to create a comprehensive, strategic marketing plan. 
- The multifaceted, phased plan shall include an integrated mix of innovative and effective strategies and tactics to include but not be limited to social media campaigns, content strategies, robust websites, engaging videos, milestone events, advertising, and public relations and influencers campaigns as well as success measures to ensure cost-effectiveness. 
- Consultant shall conduct research as needed, such as focus groups to help create resonating messages for each unique targeted group. 
- The approved plan and key message points, consultant shall develop all digital and print materials tailored for each audience group and in multiple languages as needed. 
- Consultant shall ensure a staffing plan complete with skilled and experienced people to develop and execute the required tasks in a timely and effective manner.
- Potential target audiences for the county streetcar ridership marketing and customer engagement program may include but are not limited to the following:
•    Residents along county streetcar and its connecting bus network 
•    Commuters and workers along county streetcar and its connecting bus network 
•    Students along county streetcar and its connecting bus network 
•    Metrolink and pacific surf liner customers 
•    Diverse communities along the county streetcar corridor and in county
•    County bus and access customers 
•    Employers and points of interest along county streetcar.
•    Education organizations and schools along county streetcar corridor 
•    Businesses, merchants and attractions along county streetcar corridor 
•    Visitors/tourist industry along county streetcar corridor and in orange county 
•    Community organizations 
•    general public along rail corridor and within county 
•    Influencers - media, online bloggers.
- Other functional staffing:
•    Graphic design – execution of approved conceptual design to deliver high-quality materials catering to the targeted audiences. 
•    Copywriter and content development – responsible for producing bold, strategic, persuasive messages for digital, print, social and broadcast media. 
•    Social media planning and execution – develops and leads strategic social media campaigns that align with client objectives and drive measurable engagement. 
•    Oversees platform performance, content calendars, and paid amplification strategies. 
•    Acts as the main contact for social media planning and reporting. 
•    Media planning and buying – develops strategic media plans aligned with campaign objectives and client budgets. 
•    Executes negotiations, placements, and performance tracking across traditional and digital channels. 
•    Collaborates with account teams to align messaging and timing.
•    Market research – conducts and analyzes qualitative and quantitative research and peer reviews in preparation of ridership marketing and customer engagement program development. 
•    Translation services – provides translation services for project tasks, either in-house or through a subcontractor. 
•    Responsible for proofreading and validating the integrity of the translation provided. 
•    Minimum languages are required for Spanish, Vietnamese, Chinese, Korean and Farsi. 
•    Photography – captures original photography for campaigns, adhering to creative briefs and brand aesthetics. 
•    Provides day-rate or half-day pricing and works closely with art directors and photo supervisors to deliver high-quality assets. 
•    Photo manipulation and retouching – computer manipulation of photographs to attain marketing goals. 
•    Illustration – creation of images based on traditional or computer-generated illustrative methods. 
•    Print production - administers various types of printing projects including distribution, installation and removal of materials.
- Budget: $200,000

- Contract Period/Term: 2 years
- Questions/Inquires Deadline: December 2, 2025