Marketing Services

The Vendor is required to provide integrated marketing communications, advertising, public relations, and grassroots outreach services on a task-order basis for the agency.
- Provide marketing services on task order basis, including but not limited to planning, developing and implementing innovative and creative marketing, advertising, social media using the latest digital marketing techniques outreach/grassroots and community/public relations programs for Division.
- Innovative and fresh creative approaches using the latest technologies to expand the reach and impact of these marketing and outreach efforts.
- There are two categories of services:
• Marketing communications/advertising/public relations
• Outreach/grassroots marketing
- Promotional efforts and information intended to achieve the following benefits:
• Reductions in overall vehicle miles traveled and demand for parking space and related traffic congestion.
• Maximum efficient utilization of existing public and private transit systems and HOV infrastructure.
• Enhancement of the County as a business location.
• Improvements in air quality and reductions in the consumption of nonrenewable fuels.
• Increased mobility for older adults, people with disabilities, low-income individuals, nonnative English speakers, and others not adequately served by conventional transportation services.
- Marketing Communications/Advertising/Public Relations
• Develop evaluation methods for the above elements based on current and future research.
• Update and streamline branding and online resources to improve clarity and highlight all available transportation options.
• Evaluate and refine the social media strategy to target specific audiences with diverse, dynamic messages and videos.
• Review the distribution of printed brochures and explore expanding downloadable materials, on-demand printing and QR code access.
• Develop fresh, dynamic marketing campaigns to keep the messaging current and encourage a shift to non-agency travel using the latest approaches in digital marketing.
• Promote the physical and mental health benefits of non-agency travel.
• Assess and update current general-public marketing with revised messaging tailored to both recurring and occasional trips.
• Provide information to the project officer for the preparation of reports and presentations for government, community, business leaders and County staff.
• Provide monthly activity reports with each invoice, detailing schedules, performance, progress updates, issues, and budget reconciliation for all services delivered in the previous month.
- Provide marketing communications, advertising, and public relations services including the following as needed:
• Account planning and management
• Media planning & buying
• Research
• Creative direction
• Art direction/graphic design
• Video Production
• Presentation & report development
• Social media development, planning, strategy, monitoring and evaluation
• Print production
• Video production
• Public and community relations
• Copy writing
• Web design/concepts
• Casting
• Photography
• Branding
- Social Media
• Must develop and execute a plan to best utilize the latest digital marketing approaches and a variety of social media outlets, such as blogs, Facebook, X, YouTube, Instagram, Threads and any existing or new social media outlets.
• This plan can either work in conjunction with other promotional efforts or be a stand-alone plan.
• This plan can include free and paid social media posts.
- Creative Development
• Must provide turnkey creative development services, from concept through final production.
• At each appropriate stage of concept development, the Contractor must present the task order project officer with a range of creative approaches.
• All creative concepts must be clearly aligned with the approved marketing and communications plans.
• Print advertisements
• Transit advertisements (interior, exterior, bus stop, and station ads)
• Outdoor (shelters and billboards)
• TV, radio and streaming commercials
• Videos
• Collateral materials (brochures, flyers, postcards, point-of-purchase displays, newsletters, enewsletters, and posters)
• Direct mail
• Website development, design and enhancement
• Internet advertising through online platforms such as search engines, social media and email
• Exterior bus design/wrap
• Retail store graphics
• Social media communications
• Promotional items
- Outreach/Grassroots Marketing
• Develop evaluation criteria to measure the effectiveness of outreach events.
• Recruit new retail partner locations and maintain regular engagement with existing retail partners
• Assist in preparing reports and presenting program information to government, community, and business leaders, as well as County staff.
• Provide monthly activity reports, submitted with each invoice, detailing descriptions of activities performed during the previous month, such as (a) list of outreach events, (b) interactions and conversations in English and Spanish, (c) brochures distributed, (d) pledges completed, (e) agency Retail Partners recruited and visited.
- Provide turnkey outreach marketing services, including the following:
• Account planning
• Account management
• Art direction/graphic design
• Community relations
• Creative direction
• Event staffing to communicate County activities with English and Spanish speaking staff as needed
• Staff training
• Video & Audio Production
• Transit rider training and education
• Minority, low-income, teen, older adult education
• Copy writing
• E-newsletter design and distribution
• Event coordination, logistics
• Presentation, report development
• Print production
• Research
• Partner recruitment
• Community and business relationships
• Capital Bikeshare education
• Purchasing promotional give-away items
• Photography.