Scope: This Scope of Work describes Consultant’s essential roles, responsibilities, functions, activities, and deliverables necessary for the successful implementation of the Los Angeles-San Diego-San Luis Obispo (LOSSAN) Rail Corridor Agency’s (Agency) public relations program for the Amtrak Pacific Surfliner.
Consultant shall provide services related to public relations and media outreach as needed for the purpose of:
•Driving awareness of the Pacific Surfliner train and Thruway bus service
•Generating media coverage and engagement with Pacific Surfliner brand
•Promoting visibility of the Pacific Surfliner within communities served
•Increasing ridership, positive brand associations, and visibility of the Pacific Surfliner
•Identifying opportunities to expand reach and influence in target markets
•Promoting brand goodwill with key media partners
Through this contract, Consultant shall provide expertise in specific service categories and supplement LOSSAN’s in-house marketing and communications staff as well as work with external vendors contracted for specific marketing specialties including web development, social media marketing, field marketing, videography, and advertising.
I.BACKGROUND
The 351-mile LOSSAN Rail Corridor travels through a six (6) county coastal region in southern California and is the second busiest intercity passenger rail corridor in the United States. Pacific Surfliner trains operate daily between San Diego and San Luis Obispo, serving major destinations including Oceanside, Anaheim, Los Angeles, Santa Barbara, and others.
The LOSSAN Agency will promote the Pacific Surfliner as a viable transportation option for travelers to destinations along the LOSSAN rail corridor and beyond. In addition to rail service, dedicated Amtrak Thruway bus connections supplement the train by providing transportation for rail passengers making connections to Pacific Surfliner trains along the rail corridor. Thruway Buses provide connections between Northern and Southern California, and between Orange County and Palm Springs/Coachella Valley.
The goals of the LOSSAN Agency marketing program are outlined in Section V., Appendix.
Ill. SERVICES REQUIRED
This section contains a brief description of the types of technical services required for this contract. Consultant shall provide turnkey marketing programs and be able to act as a prime contractor ineach of the following areas:
Public Relations and Media Outreach
•Develop and implement targeted public relations (PR) campaigns to generate featured articles and related publicity. Write and distribute press releases to print, digital, and broadcast media. Pitch stories and develop media contacts across industries including transportation and tourism.
•Assist with servicing the LOSSAN Agency’s news release distribution account, including managing media lists, updating contacts, and building targeted distribution lists with print, digital, and broadcast sources from local, regional, and national media outlets.
•Utilize media monitoring tools to track coverage, provide reporting, and identify opportunities to protect and enhance the Pacific Surfliner brand.
•Provide consultation for crisis management, as needed.
•Manage media requests, supplying draft responses, drafting talking points for interviews, and arranging interview logistics, as needed.
•Build and maintain relationships with the media on behalf of the LOSSAN Agency.
•Maintain and update the Pacific Surfliner Media Room and editorial calendar.
•Plan and execute media events that build positive visibility in key markets.
•Coordinate group and independent media familiarization trips including handling travel arrangements and correspondence with business and tourism partners.
If necessary to complete the requirements of the scope of work, Consultant shall license directly with vendors to access and obtain necessary tools and utilities. All invoicing pertaining to the license agreement shall be managed by the selected firm. The LOSSAN Agency shall be listed as an “additional user” on any license agreements. At the end of the term (or earlier), the Consultant shall assign/transfer all its rights to the license agreement to LOSSAN at no additional charge.
Consultant shall be responsible for monitoring performance and managing quality of PR campaigns as determined by online engagement metrics, earned media placements, content engagement, media impressions, and client feedback. In addition to creating campaign deliverables, the Consultant shall provide suggestions for enhancements to optimize ongoing campaigns.
PROGRAM MANAGEMENT
A designated project manager will be the key contact for the Consultant and will direct the Consultant’s work efforts. The Consultant shall be responsible for implementing the tasks described in the Scope of Work under the direction of the project manager designated by the Managing Director of the LOSSAN Agency. The project manager will form, and be a part of, an internal project team to assist in providing project direction. All jobs performed by the Consultant shall require a cost estimate within two (2) days of project requests and prior approval from the project manager before commencing work.
The Consultant shall designate an account manager within the firm to be the primary liaison with the LOSSAN Agency for day-to-day marketing activities. The account manager shall have the authority to make commitments and decisions that are binding to the Consultant. Any changes to the Consultant’s personnel under this project shall be subject to the LOSSAN Agency’s written approval.
The Consultant shall invoice the LOSSAN Agency for services rendered on a monthly basis. Deliverables shall include, but are not limited to:
1.Estimates of time and materials needed to complete projected activities, approved by the LOSSAN Agency’s designated project manager.
2.Documentation of strategies, tactics, media recommendations, evaluation criteria, timeline and budget proposal including executive briefs and reporting
3.Implementation of effective PR campaigns from concept and development through execution and production tailored to strategic objectives
4.Campaign management, monitoring and reporting
5.Pro-active feedback for enhancements to optimize ongoing campaigns, refine messaging, boost online engagement and reach, and meet other performance metrics.
IV.APPENDIX
The LOSSAN Agency’s efforts to create awareness and generate interest in the Pacific Surfliner service include a broad range of marketing activities from communicating critical rider information and engaging with audiences through various channels to launching new service promotions and working to increase revenue related to key business objectives. To support key priorities outlined in the Business Plan, the marketing strategies and programs listed below will be implemented.
Marketing Strategies
Strengthening the Pacific Surfliner brand
LOSSAN Agency staff will continue to fine tune brand guidelines to help establish a strong visual identity and editorial style for the Pacific Surfliner. Consistency in messaging and imagery elevates the brand and sets expectations for the kind of experience that the Pacific Surfliner can provide. This will help support the development of compelling campaigns that present the service as a unique and memorable way to travel.
Building public awareness
To build awareness of the Pacific Surfliner service and grow ridership, the LOSSAN Agency will develop strategic campaigns that motivate target audiences to travel on the Pacific Surfliner. Campaigns will leverage special offers, educational tools, partner integrations, and interactive content to encourage and incentivize travel on the Pacific Surfliner. Target audiences range from broad (general public with the goal of increasing awareness) to narrowly defined (such as customers who are no longer using the service or who are not riding as often, with the goal of encouraging them to book travel). Other tangible outcomes include email acquisition, social media growth, trial usage, and promotional redemption.
Generating sales referrals to Amtrak.com
One of the key metrics that the LOSSAN Agency uses to measure the impact of marketing activities on ridership and revenue is Amtrak referral sales reports. These reports track the number of visits to PacificSurfliner.com that ultimately result in successful bookings on Amtrak.com. The LOSSAN Agency uses a combination of broad reach and targeted marketing efforts to ensure that high quality sales leads are directed to PacificSurfliner.com.
Developing marketing tools and content
Building a marketing program requires a deep understanding of Pacific Surfliner audiences and their motivations. Conducting market research and mapping out customer personas will be critical to identifying any potential concerns or questions that prospective passengers may have, especially due to shifting attitudes and travel patterns because of the pandemic. Creating content around common concerns and questions is key not only for boosting awareness, but also to motivate action.
Creating media interest
The LOSSAN Agency will develop and implement targeted public relations campaigns to generate featured stories and related publicity in order to boost awareness of the Pacific Surfliner service and enhance the brand’s credibility. In addition to regular press release distributions to print, online, and broadcast media, the LOSSAN Agency will pitch stories and develop media contacts across industries such as transportation and tourism. Efforts will also include working with bloggers and online influencers to promote visibility and awareness of the Pacific Surfliner. In addition to increasing the overall presence for the Pacific Surfliner, public relations efforts will utilize media monitoring tools to track coverage and identify opportunities to protect and enhance the Pacific Surfliner brand.
Integrating destination-focused messaging
The Pacific Surfliner route serves internationally recognized destinations including San Diego, Los Angeles, and Santa Barbara. Therefore, trip ideas highlighting key destinations and attractions play an important role in marketing efforts. Digital channels will continue to be leveraged to offer trip inspiration and encourage travel. Partnerships with visitors bureaus and chambers of commerce will extend the reach of Pacific Surfliner messages to those who are within the service’s market.
Growing statewide rail ridership
The LOSSAN Agency will continue to collaborate with the other joint powers authorities in California to develop coordinated marketing efforts that promote rail travel throughout the state. This includes blog articles, webinars, social media posts, and advertising partnerships. Campaigns promote year-round savings available through the California Everyday Discounts program, which provides an incentive to book travel on the three state-supported Amtrak routes, including the Pacific Surfliner, Capitol Corridor, and San Joaquins. The discount program offers year-round savings for students, seniors, and other groups in light of Amtrak discontinuing parts of its national discount program. Opportunities to expand the California Everyday Discounts program will be evaluated, and the LOSSAN Agency will explore ways to further coordinate with the other joint powers authorities to collectively work towards ridership recovery.
Refining the LOSSAN Agency brand
In FY 2020-21, the LOSSAN Agency developed and launched a new logo that better reflects its role as the managing agency for the Pacific Surfliner service as well as its commitment to improving service quality, reliability, and safety along the entire LOSSAN corridor. Strategic communications efforts will be implemented to increase awareness of what the LOSSAN Agency is and its responsibilities in overseeing the Pacific Surfliner service. This will better position the agency when advocating for the rail corridor on both regional and national levels, as well as for building partnerships to enhance the Pacific Surfliner.
Marketing Programs
Branding and awareness
Ongoing campaigns will be designed to boost engagement with the Pacific Surfliner brand. General advertising along the corridor is necessary to generate a high number of impressions and create interest in the Pacific Surfliner service while highlighting key selling points, such as scenic views, stress-free travel, and the comfort and convenience of onboard amenities. New marketing channels will be tested to more effectively reach both existing audiences and new markets. Investments may include digital, outdoor, print, and broadcast advertising, as well as partnerships with local sports teams and visitors bureaus. The goal of these placements is to generate brand awareness and drive traffic back to the PacificSurfliner.com and Amtrak sales channels.
Advertising campaigns and direct marketing
Staff will plan and implement short- and long-term integrated advertising and outreach campaigns to increase market share and strengthen customer relationships. Staff will identify target markets and develop comprehensive media plans focused on boosting brand awareness and encouraging travel bookings to support ridership recovery efforts. Regular reporting and data analysis will provide opportunities to refine campaigns to maximize return on marketing investments.
Pacific Surfliner digital platform
A new PacificSurfliner.com digital platform was launched in early 2019, including a new content management system that has allowed marketing efforts to adapt to changing market conditions while keeping pace with evolving technology and customer expectations. The website will continue to expand as new content is added, such as service information, trip inspiration, travel tips, planning tools, and more.
Many of the bookings on PacificSurfliner.com are assumed to be from new or latent riders, as frequent passengers tend to book directly through Amtrak.com or the Amtrak mobile app. This illustrates how the LOSSAN Agency’s marketing efforts are crucial not only for maintaining current customers, but also for reaching new and distinct markets that present opportunities to grow ridership and revenue. It is especially important to capture new market segments, as new passengers on the Pacific Surfliner can become return customers through Amtrak’s national sales and promotional efforts, retargeting activities using transactional data, and loyalty incentives like Amtrak Guest Rewards that drive customers back to Amtrak points of sale for future trips.
Passenger communications
Informational messages and critical passenger updates regarding service impacts will continue to be regularly communicated to both customers planning trips and passengers in transit via the Pacific Surfliner website, social media accounts, and other relevant channels. The LOSSAN Agency will work with Amtrak to explore ways to build on these efforts through integrations with other channels such as email and the Amtrak app. Clear, timely, and transparent notifications help improve customer satisfaction.
Field marketing engagement
The field marketing engagement program is designed to build awareness of the Pacific Surfliner service while developing and strengthening relationships with local communities. The program positions the Pacific Surfliner brand as top of mind and drives customers to PacificSurfliner.com and Amtrak points of sale. Efforts may include investments in sponsorships, memberships, and advertising programs that are coordinated through strategic partnerships with convention and visitors bureaus, collegiate and professional sports franchises, live event promoters, and local event producers. No-cost, cross- promotional opportunities with strategic partners will also be explored to help decrease advertising costs and provide added value for Pacific Surfliner customers.
Collaboration with peer agencies
The LOSSAN Agency remains engaged with the State-Amtrak Intercity Passenger Rail Committee Marketing Working Group to collaborate with other managing agencies for state- supported Amtrak routes across the country. During regularly scheduled meetings, participants elevate concerns, share marketing successes and ideas, and brainstorm ways to improve marketing at a foundational level through initiatives such as pursuing improved data support from Amtrak.
Metrics and milestones
As the LOSSAN Agency further develops its marketing program, it is prudent to invest in expanded marketing activities once marketing staff has sufficient insight into which efforts are productive and can take action on those which need to be refined. In addition to campaign monitoring and reporting, LOSSAN Agency staff will continue to develop analytics to demonstrate return on investment, provide audience insight, and help direct future marketing activities. LOSSAN Agency staff will also continue to work with Amtrak to improve data reporting to better reconcile marketing efforts with Amtrak sales data and gain insight on how to optimize future marketing strategies.
LIMITATION ON GOVERNMENTAL DECISIONS
Nothing contained in this scope of work permits Consultant’s personnel to authorize or direct any actions, votes, appoint any person, obligate, or commit LOSSAN Agency to any course of action or enter into any contractual agreement on behalf of LOSSAN Agency . In addition, Consultant’s personnel shall not provide information, an opinion, or a recommendation for the purpose of affecting a decision without significant intervening substantive review by LOSSAN Agency personnel, counsel, and management.
Due Date: July 10, 2025
Contact: Orange County Transportation Authority
Contracts Administration and Materials Management
P.O. Box 14184
Orange, California 92863-1584
Attention: Gina Torres, Senior Contract Administrator
