The City of Rock Hill is soliciting proposals from qualified firms to develop the marketing, public relations and branding strategy for the new fixed-route public transportation system serving citizens and visitors in Rock Hill.
Background:
The City of Rock Hill is developing a new fixed-route transit system to serve citizens and visitors in Rock Hill. The Rock Hill-Fort Mill Area Transportation Study (RFATS) is the Metropolitan Planning Organization for transportation planning within the urbanized areas of Rock Hill, Tega Cay, Fort Mill, and the panhandle of Lancaster County, South Carolina.
In recent years, RFATS has identified needs and opportunities for transit services in the region; and in 2015, RFATS completed an Urbanized Area Transit Implementation Study that furthered the assessment of transit options for the improvement of mobility within the urbanized areas. As a result of the study, the City of Rock Hill was identified as one of the areas that currently meet the necessary characteristics to support public transit services.
The transit service will be served by electric buses. The bus manufacturer has been selected and buses are currently in the design phase. In addition, the City has hired a consultant to assist with finalizing the operations and implementation of the system. The goal is to have the new system active by March 2019.
If a qualified professional or firm meeting the City’s needs is identified through this Request for Qualifications (RFQ) process, the City would expect to enter into a contract for professional services for a term of one year, which may be extended for up to two additional years at the City’s discretion based on performance, need and the availability of funding.
Scope of Work:
The following scope of work outlines the tasks associated with the City of Rock Hill’s desire to develop and implement a marketing strategy for new transit services that will include a four route fixed-route bus system along with paratransit service.
Task One – Branding
Firm will facilitate public input opportunities ahead of plan development. The following deliverables will be required:
- Branding strategy options based on public input
- Graphic standards guide
- Transit system name, logo, colors, approved fonts
o Logos must be provided in .eps files
- Strategy for public event to rollout the brand
Task Two – Plan Development
The following deliverables will be required:
- Comprehensive strategic marketing plan with measurable strategies
- Social media plan with recommended platforms, user names, content and schedule
Task Three – Customer Services/Public Relations
The following deliverables will be required:
- Transit hotline phone script
- News release calendar
- Pre-written emergency messages to address topics such as schedule delays, out of service vehicles and accidents
Task Four – Implementation
Firm will provide oversight and technical assistance in the format, layout, digital and hardcopy reproduction of all collateral material listed below. Collateral items should include:
- Transit system website
o Web platform must utilize a content management system and provide for search engine optimization
- Mobile app with real-time bus locations and push notifications
- Public outreach materials
- Media kit
- Corporate information packets
- Advertising media
- Sales proposal for soliciting advertising
- Vehicle graphics
- Transit system maps and schedules
- Transit system signage
- Radio ad scripts
- Video production for social media and :30 spots
- Other collateral identified and approved in marketing plan
- Pre-start and opening day activities
- Promotional programs
The City of Rock Hill will own all items and have the right to make alterations in all materials in the future. All materials will be provided in native, editable, PC-compatible formats, including but not limited to .ai, .eps, .psd, .indd, .doc, etc. Spanish translation will also be needed on various items.
Due Date:
March 15th
Address:
City of Rock Hill
Purchasing Department
P.O. Box 11706
Rock Hill, SC 29731-1706
Relevant PR firms to be considered here should include Finn Partners and Ruder Finn.