Express Lanes Marketing Program

The Vendor is required to provide express lanes marketing program is to create awareness and positive perceptions to increase new customer accounts, as well as increase the levels of usage and satisfaction for existing customers.
- Types of services that will help authority achieve these goals include:
• Brand development for brand identity, strategy, and management
• Integrated, strategic marketing plan development
• Marketing campaign development, management and optimization
• Digital marketing: email, social media and mobile marketing strategy development, implementation and optimization
• Online and traditional media planning, buying and optimization
• Ethnic marketing and translation
• Print and digital creative development, design and copywriting and production
• Market and customer research, segmentation study, online survey design, implementation and reporting
• Photography, collateral production, printing, distribution, specialty printing and other promotional items as required
- Marketing approach
1. Express lanes branding development
• Consultant shall provide ongoing creative design, messaging, and production support to develop online and offline materials and campaigns that promote and sustain awareness of the 91 and 405 express lanes brand.
2. Express lanes marketing and sales program(s)
• Develop and implement new targeted marketing programs and maintain existing 91 and 405 express lanes campaigns and promotions to create awareness, increase usage, and generate new accounts for the express lanes.
3. Customer communications
• Create traditional public information and customer communications such as quarterly newsletters and other collateral.
4. Annual report - work plan and related task
• The work plan for the express lanes annual report consists of six (6) tasks as outlined below.
• The total is not to exceed $30,000 for the development and production of the annual report.
- 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 authority retain current customers and acquire new customers.
• Execute a successful agile marketing plan to improve performance and return on investment (ROI).
• Provide systematic solution 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 ROI.