General Advertising Services

The Vendor is required to provide marketing, advertising, branding, media planning and management, digital media strategy, videography, photography, and related marketing services on an as-needed basis.
- Objectives
• Increase awareness of agency services and the importance of public transit within the region.
• Educate audiences that agency is:
• An essential service for many individuals throughout the region
• A convenient, reliable, and economical transportation option
• A safe and accessible way to travel
• Develop marketing campaigns and communication strategies that increase awareness and engagement.
- Core Audiences
• Students
• Workers
• Individuals with disabilities
• Seniors (65 years and older)
• Transit-dependent riders
• Business leaders, community leaders, and elected officials
- New or Emerging Audiences
• College students
• Choice or potential riders
• Non-riding members of the public
• Businesses within the service region
- Marketing, Advertising, and Communications Services
• Collaborate with agency to develop an annual Strategic Marketing and Communications Plan.
• Provide creative services, graphic design, and content development to support the annual plan.
• Materials may include, but are not limited to:
o Digital advertising
o Video content
o Print materials
o Collateral materials
o Vehicle graphics and branding
o Emerging media and interactive technologies (e.g., augmented reality), as applicable.
• Develop and apply consistent branding across all communications, including promotion of the agency brand identity, positioning, personality, messaging, and value proposition.
• Support agency community outreach initiatives, including communications materials and promotional campaigns.
• Provide marketing strategy and market research consulting, as needed.
• Provide media planning and media management services, as needed, including:
o Identifying media-buy opportunities
o Negotiating added value for media placements where possible.
• Provide website content development and support services, as needed.
• Develop and implement social media strategies, including content development and campaign execution.
• Ensure that all recommended marketing and communications programs include defined goals and measurable performance outcomes.