Public Outreach and Marketing Services

The Vendor is required to provide consultant to provide public outreach and marketing services for rail program.
- Provide to select a consultant (“Consultant”) that demonstrates the experience, knowledge, and capacity to provide public outreach, community engagement, branding, graphic design, and multimedia production for rail safety education and Metro link marketing.
- The Consultant shall provide services to the Commission for the rail safety education program, Metro link Marketing Services, and a variety of programs and initiatives to help achieve measurable public outreach, branding, promotional activity, and department goals.
- The selected Consultant will need significant experience in areas such as, but not limited to, marketing, crafting messaging, graphic design, video production, communications, and public engagement to provide the Commission with recommendations to achieve goals in each of these areas.
- The overarching goal of this award is to communicate rail safety and suicide prevention messaging, increase safe practices along rail tracks, increase rail safety awareness, and increase the public’s engagement with the Commission’s passenger rail initiatives.
- The effectiveness will be tracked with key performance indicators that will be reported to the Commission on a regular basis.
- Engagement is achieved through participation in community events and targeted outreach efforts that foster direct interaction with the public and build familiarity with passenger rail services.
- The program is designed to deliver coordinated educational and promotional outreach to K-12 schools, colleges, non-profit organizations, and businesses throughout the county to encourage transit use while promoting safe behavior around rail facilities.
- Outreach and marketing activities include dissemination of information through social media, email campaigns, billboards, and printed materials such as posters, as well as the development and publication of promotional content, including stories, newsletters, videos and toolkits for organizational use.
- Project Administration and Management
•    Consultant team shall include a project manager and deputy project manager to lead the following activities:
o    Conduct project kickoff meeting with core agency and consultant team members
o    Develop annual public outreach plan, outlining initiatives, campaigns, outreach tactics, and goals
o    Hold monthly project meetings and document action items, decisions, and progress
o    Submit monthly progress reports and invoices per agency requirements
o    Maintain and update outreach and engagement metrics, including annual metrics and project and outreach specific summaries
- Rail safety program
•    Consultant shall carryout and promote rail safety education projects and campaigns such as operation lifesaver, suicide prevention, rail safety month (September), and human trafficking prevention. Activities and deliverables include, but are not limited to:
o    In-person outreach to k-12 schools, colleges, and universities
o    Conduct about 12 “rail safety” presentations annually for as part of the rail safety campaign
o    Research, design, and purchase giveaway promotional materials such as coloring books, totes, erasers, etc. For public distribution
o    Professional photography and videography
o    Write, produce, and film social media posts, reels, and blog content
o    Obtain and maintain operation lifesaver authorized volunteer (OLAV) status
o    Develop and implement campaign for rail safety month
o    Develop and deliver key rail safety messages
o    Develop digital toolkits for use by schools and other stakeholders
o    Develop collateral toolkits to be distributed to schools, unhoused resource groups, and others
o    Develop and design printed collateral such as flyers, brochures, rail safety pledges, banners, and more for distribution to k-12 schools, colleges, universities, unhoused resource centers, and other local stakeholders
o    Professional translation services in Spanish and other languages as needed
- Group excursions
•    Consultant shall serve as ambassadors and lead about six agency day trips/excursions annually. Activities and deliverables include, but are not limited to:
o    Organize, coordinate, and schedule group field trips for schools, senior centers, and other community groups to expose new riders to agency services
o    Organize and coordinate with other public transit agencies as needed for bus connections
o    Conduct research to identify feasible destinations using agency
o    Design and distribute collateral such as flyers, blog posts, social media posts, etc.
o    Develop itineraries for group trips
- Community events/in-person outreach
•    Consultant shall attend about two community/in-person outreach events monthly.
o    Activities and deliverables include, but are not limited to:
o    Coordinate and support community outreach and public engagement for rail projects through in-person and electronic forums
o    Document in-person community engagement through photography as needed ο research, organize, schedule, and staff community events, pop-ups, and special events, including those at riverside county rail stations
o    Attend community events and conduct speaking engagements with business groups, chambers of commerce, service clubs, and other stakeholders as appropriate
o    Provide logistical support for events, including canopies, tables, chairs, and other necessary supplies
o    Coordinate special services and activities for events (e.g., face painters, balloon artists, and similar services) as needed
o    Staff, organize, and support the annual agency holiday express train event at the riverside station
o    Staff and coordinate in-person outreach for station events during the year as needed