1.1Communications Strategy Development
The firm will work closely with DOT staff to develop a comprehensive communications strategy that aligns with the department’s goals and objectives. This includes identifying target audiences, key messaging, and communications channels to effectively promote the department’s initiatives, ensuring alignment on resource planning and timelines, and offering insights to adjust strategies based on emerging trends, feedback, and
priorities.
1.1Marketing & Outreach Material Creation
The firm will be responsible for developing integrated communication plans and producing high-quality, engaging print and digital marketing materials, including brochures, flyers, posters, postcards, digital content (e.g., social media posts, email campaigns, website content), press releases, presentations, blog posts, newsletters, infographics, surveys, videos, motion graphics, and other multimedia content. All materials must comply with both DOT and City branding and messaging guidelines, as well as meet ADA compliance standards.
A scope will be provided for each project, and the firm will be required to provide quotes prior to beginning the work. Specific project timelines will be determined for each campaign or initiative as they arise. The firm must use the City’s systems for managing projects and delivering final files (e.g. Office365, OneDrive, SharePoint, etc.).
1.2Branding and Creative Direction
To ensure consistency with our established identity and communications standards, all creative work produced must align with our brand guidelines. As such, bidders are expected to review and adhere to the City of Santa Monica’s Brand Identity Guidelines, Big Blue Bus Brand Guidelines, and Vision Zero Style Guide, which outline approved logos, colors, typography, tone of voice, and visual elements. A copy of the Brand Identity Guidelines, Big Blue Bus Brand Guidelines, and Vision Zero Style Guide is available as Attachments D, G, and H to this solicitation, respectively. Additionally,Attachments E and F are samples of recent campaigns and creative materials that reflect the style and quality we seek to maintain. These samples are provided for reference to inform bidder’s approach to design, messaging, and overall execution.
Bidders are encouraged to demonstrate in their proposals an understanding of the brand aesthetic and communications strategy, and to include relevant examples of how their work aligns with or can adapt to our branding requirements.
1.3Social Media and Digital Content Support
The firm will be tasked with developing and executing social media campaigns across multiple platforms (e.g., Facebook, X, Instagram, YouTube, etc.) to engage with the community and share updates on DOT projects while providing insights and recommendations for optimization.
1.4Public Outreach & Engagement
The firm will assist with developing outreach strategies to engage key stakeholders, including DOT and City staff, community members, business owners, regional partners, advocacy groups, and other community-based organizations. This involves planning and supporting public meetings, workshops, and town halls, including digital platforms for virtual engagement. The firm will also assist in developing strategies to gather public feedback using surveys and other innovative methods.
1.2Reporting and Analytics
The firm will be required to track and measure the effectiveness of communication efforts across all channels, and provide regular reports to DOT on campaign performance, as well as recommendations for improvement.
1.3Special Projects
The firm must provide support for special projects as needed, which may include in- depth creative content production and community engagement activations.
1.4Deliverables
The firm will be required to:
A. Participate in regular check-in meetings with DOT staff to stay informed and coordinate work efforts, while acting as a liaison between DOT and other City departments and divisions. Provide meeting notes and key takeaways for distribution to project teams and stakeholders.
B. Collaborate with DOT staff and other City partners to create and implement communications plans, written and visual materials, and key messages that effectively convey transportation programs, projects, and activities to a diverse audience.
C. Maintain an editorial calendar, create presentation materials, and produce monthly progress reports on marketing and communications activities.
D. Collect and analyze data, including preparing reports on the effectiveness of specific marketing strategies.
E. Assist with soliciting bids, evaluating proposals, and selecting designers and other marketing consultants, providing guidance and direction throughout.
Due Date: August 28, 2025, 3:00 pm
Contact: Kellee Mac Donald kellee.macdonald@santamonica.gov (310) 458-8797
