The vendor is required to provide from qualified firms to develop and execute a targeted short-term marketing campaign to boost ridership on the Detroit air Xpress (DAX) service.
- The primary objectives of this marketing initiative include:
• Increasing brand awareness
• Attracting new riders
• Positioning DAX as the preferred transportation option for business travelers, airport
employees, and general travelers.
- Marketing and communications services
• Develop a comprehensive marketing and promotional plan tailored to DAX.
• Execute promotional efforts, including but not limited to:
o Digital advertising
o Social media campaigns
o Newsletters and email outreach
o Dedicated marketing to the hotel and travel industry stakeholders
o Billboard and transit advertising
o Community outreach and partnership development
• Create digital media content that promotes DAX service, including route information,
fares, and rider experiences.
• Increase traditional media engagement with local newspaper, television and radio interview opportunities.
• Identify and coordinate influencer-based promotional activities to enhance online engagement.
• Craft compelling written and designed content for both internal and external communications, in collaboration with authority staff and partners.
• Conduct bi-weekly meetings with authority staff to review ridership trends, assess campaign effectiveness, and discuss upcoming marketing initiatives.
• Coordinate directly with authority DAX operations partner to ensure consistent messaging across digital and physical platforms.
- Project management: the contractor will manage and coordinate all aspects of the marketing initiative, ensuring alignment with authority goals. responsibilities include:
• Scheduling, organizing, and leading all project-related meetings, including agenda preparation and meeting documentation.
• Managing marketing content, ensuring version control, and providing authority staff and partners with access to up-to-date campaign materials.
• Submitting monthly progress reports detailing completed tasks, percentage of task completion, expenditures, milestone achievements, upcoming activities, and any potential concerns or risks.
- Evaluation criteria and proposal requirements: proposals will be evaluated based on the following criteria, with a total of 100 points available to ensure a clear and fair review process, proposers must structure their proposals to address each evaluation criterion directly and submit all the required forms
• Marketing approach and strategy: strength of the proposed plan, creativity, and alignment with DAX objectives. proposers should provide a detailed explanation of their marketing methodology, creative approach, and how their campaign will drive ridership.
• Price proposal: reasonableness, clarity, and competitiveness of the proposed price. proposers must submit a detailed proposal, including itemized prices and a proposed payment schedule for all aspects of the proposal including:
o Marketing strategy development
o Digital and social media advertising
o Content creation (video, graphic, and written content)
o Influencer and community engagement
o Project management and reporting
• Relevant experience: Demonstrated success in executing similar marketing efforts, particularly within transportation. proposals should include case studies, references, and examples of past projects.
• Project management and coordination: ability to manage the project effectively, collaborate with stakeholders, and track and report progress. proposers should outline their project management process, key personnel, and experience working with transit agencies or similar clients.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: March 12, 2025