The City of Atlanta, Department of Public Works is soliciting proposals from qualified, full service marketing agencies, professional digital/graphics companies to provide services including:
- creative development of branding and marketing campaigns
- graphic design of collateral materials
- market research and planning
- outcome/result driven public relations assistance; and (5) design and execution of an innovative website to enhance user experience
OVERVIEW
The building of the modern Atlanta Streetcar (ASC) represents the first step in the dawning of a new era for transit – one that will begin to transform how people in Atlanta get around. The section that opened for use in December 2014 represents Phase-One of a grand vision for the Atlanta Streetcar. In the coming years, additional lines are planned, and project developers intend on expanding service to additional neighborhoods and other popular destinations around the city.
Ultimately, ASC Phase-One is destined to become the first piece of an entirely enhanced system of local and regional transportation. Phase-One offers last mile connectivity to MARTA’s Peachtree Center Station, the Atlanta BeltLine and other transit options. Additional phases will expand service even further. The ASC makes access easier within the city, and it also functions as a metaphorical link between the city’s rich history with rail transportation and its evolution into a robust centerpiece of the New South and 21st century connectivity.
PROJECT DESCRIPTION
With plans for phased expansion underway, the City of Atlanta seeks to partner with marketing agencies, professional digital/graphics companies or individual(s) to accomplish the following:
- Enhance the appeal of the Atlanta Streetcar brand
- Promote transit ridership, while building a reputation as a “must do” on the checklist of visitors to the City of Atlanta
- Disperse information and increase awareness of public transportation services and service changes among the general public and target audiences
OVERALL PROGRAM SUPPORT
The marketing agency will be expected to render services consistent with industry best practices. These services may include:
- Development of a marketing plan to promote ridership on the streetcar, inclusive of:
- At least three separate creative “approaches” for the campaign that will be able to be extended/enhanced through the ASC web site
- o A proposed media plan (traditional and digital) based on the budget provided
- o Proposed methodology for measuring the effectiveness of the campaign
- Design and production of marketing materials to include broadcast media
- Management of purchases for paid media
- Development of Public Information relative to transit for both general and targeted populations (i.e. brochures, route maps, schedules, etc.)
- Public Relations Services in consultation with the Mayor’s Office of Communications
- Development of taglines and assistance with copywriting for new or ongoing campaigns
- Market Research/Market Segmentation and refined target audiences
- Social Media Strategy/Digital Marketing
- Data-driven Mobile Marketing, including geofencing capabilities
- Development of a Customer Relationship Management program for rider retention/loyalty
- Measurements of effectiveness among targeted customer segments.
SPECIFIC CAMPAIGNS AND PROMOTIONS
- Concept development
- Development of a branding strategy
- Development of promotional strategies
- Media placement
- Preparation of promotional materials
- Distribution of materials
Proposal due by November 30, 2016 to:
CITY OF ATLANTA
SUITE 1900
55 TRINITY AVENUE, SW ATLANTA, GA 30303
(404) 330-6204
Fax: (404) 658-7705
www.atlantaga.gov
PR firms with offices in Atlanta include Allison Partners, Jackson Spalding and Porter Novelli.
