Scope: The full-service social media content creation firm (Consultant) shall help achieve transportation communication goals via cost-effective social media content. Consultant shall produce in areas including but not limited to:
• Video
• GIFS
• Animation
• Stories
• Reels
• Photos
• Illustration
• Training/Tutorial videos
• Narrative short stories
• Event videos
• Recap videos
• Short-format, social media videos
Consultant shall deliver a wide range of social content creative services.Consultant shall utilize multiple social platforms in all areas of content production and deliverability. Consultant shall professionally pre-produce,produce, edit, finish, and distribute using the following capabilities but not limited to:
• Concept development
• Pre-production
• Producing
• Directing
• Creative lighting
• Motion graphics and animation
• Closed captioning and subtitling
• Online video advertising
• Viral and video marketing
• Transmedia storytelling
• Instagram stickers and filters
Non-Technical Skills:
• Viral trends on social media
• Determine creative ways to engage and grow audience through social media
• Communicate technical ideas to a non-technical audience
• Take abstract ideas from staff and complete them in a professional andtimely manner
• Work under strict deadlines and budget constraints
BACKGROUND
The Orange County Transportation Authority (Authority) works with federal, state, regional, and local officials, community groups, businesses, and other transportation agencies to provide the public with transportation solutions. Asthe county transportation agency responsible for planning, funding, and delivering transportation improvements, Authority has always focused on providing solutions that enhance mobility and improve the quality of life for the residents of Orange County.
Authority creates and implements innovative organic and paid social media communications programs across all social platforms that help educate the public on transportation issues that affects their lives. One of the primary marketing tactics the Authority’s Marketing and Customer Engagement Department uses is social media for sharing transportation information. Social channels are utilized to communicate a wide range of topics ranging from planning a trip to safe traveling.
Social Content
Authority has used social media to communicate and market the following services:
• Bus operations
• Metrolink commuter rail lines and related programs
• Measure M and Renewed Measure M initiatives
• Planning and Capital Projects
• Improvements on freeways, streets and roads, and transit
• Express Lanes initiatives
• Rideshare services for employers and the general public
• Corporate Governance and Board of Directors Communications
Authority’s social channels have approximately 113,000 subscribers with an estimated 4,500 posts over the last year which have reached over 6.9 million viewers. Authority’s social content serves as an important communication and marketing tool for the organization.
Audiences
• General public
• Customers and prospective customers
• Transit enthusiasts
• County and city officials
• Local businesses
• Authority employees
• Authority Board of Directors
SITUATION ANALYSIS
The steady increase in social media viewership and reach online, along with the decreased costs associated with posting on the various social platforms and overall changes in consumer expectations, catalyzed the shift toward a greater emphasis on social media for providing effective communications andmarketing programs while reducing costs. Social media has become essential inenhancing public awareness, perception, increasing engagement, and usage of transportation projects and services.
MARKETING APPROACH
Consultant shall support Authority social content creation needs in order togenerate cost- efficient and highly effective social media posts, videos, and campaigns.
SCOPE OF SERVICES
1)Data-Driven Strategic Planning: Audit the existing Authority socialmedia program, analyze existing data, research trends and leveragebehavior principles to develop strategies to increase awareness of various projects and programs, build community, and drive website traffic. This may include:
a) Developing a data-driven social media marketing plan to reach and influence target audiences.
b) Create distribution plans to augment social engagement, including a paid media schedule and procedures for identifying and repurposing popular content.
c) Develop audience personas by channel to generate high-quality targeted messaging.
d) Uncover opportunities to travel motivators and also determine gaps in information that can be addressed.
e) Identify emerging platforms, content types, offline integrations and/or partnerships that will grow online presence, increase engagement, extend the reach of messages, and drive website traffic.
2)Content Planning and Development: Consultant shall work with the in-house marketing team to develop engaging and relevant content for social media. This may include writing compelling copy, providing editorial direction, designing graphics, filming and editing videos, andcompleting other deliverables. Consultant shall support in the following areas:
a) Build comprehensive content calendars around strategic plans.
b) Research immediate opportunities to incorporate trends, local events, and seasonal messaging.
c) Traveling on-site to capture photos and videos in a specificlocation or at a specific event and using the assets to create timely social media content.
d) Create social media posts for various placements (newsfeed,stories, reels, ads, etc.) that are optimized for each owned account (such as Facebook, Instagram, X, YouTube, andLinkedIn). This includes adjusting the style and tone depending on the account (OCTA, OC Bus, OC Metrolink, etc.) Consultant would be responsible for all stages of development including copywriting, asset selection, video production, photo retouching, link tracking, and scheduling.
e) Occasionally repurpose or enhancing existing social creative content, including edits, resizing content to fit differentspecifications for social media channels, cutting or reformatting video for different channels, changing headlines and copy.
3)Specialized Social Media Programs: Develop and implement social media marketing programs that attract new audiences and increase engagement. Consultant may assist in the development of social media programs that complement ongoing marketing activities, such as:
a) Influencer/Partner Engagement: Establish a framework to incorporate influencer campaigns and/or relevant agencypartnerships into social media marketing efforts whenapplicable. Identify relevant, qualified influencers or agencies and coordinate with them to develop cost-effective or co-op campaigns to support various programs. Build toolkits with customized messaging, related photos, copy, and pertinent links.
b) User-Generated Content: Assist in sourcing additional content to share on social channels, such as photos, videos, and more. Provide recommendations for incorporating user-generatedcontent into the content mix, including real stories from customers. Determine the ideal methods to collect content, track permissions, store content, and record usage.
4)Reporting: Regularly evaluate performance of social media channels and identify opportunities to improve engagement (reach, interactions, etc.). Summarize the most effective types of posts, times of day,frequency, post length, etc. and provide recommendations on how to repurpose high-performing content. Outline opportunities for improvement.
In addition, Consultant may assist in providing on-demand digital design anddevelopment services to support the social media marketing program, which may include graphics, video and animation with the following deliverables:
• Job delivery – May include animation, video editing, photo editing,infographic creation, and any other deliverables deemed necessary. Any design assist should be packaged for future design needs, including high-resolution JPGs, fonts, and links.
• Timeframe – Many projects will have appropriate timelines. However, insome cases, projects will require same-day delivery, so the availabilityof the Consultant shall be necessary.
Goals
Consultant shall produce social media content to achieve the following goals during the course of the contract:
• Develop highly creative, compelling, and engaging social mediaconcepts for production.
• Complete each stage of production and distribution on time and on budget.
• Produce high quality and cost-effective content that communicate with the right target audience and encourages engagement, views, and shares.
• Content should be fun, engaging, and on par with other trendy content on social media.
• Achieve measurable marketing tactics including generating click-throughs, increasing reach via social sharing, and receiving new sign-ups, and follows.
PROJECT MANAGEMENT
Authority’s Digital Marketing Manager shall be the primary contact forConsultant and will direct Consultant’s work effort. The Digital MarketingManager will form, and/or be part of, an internal project team to assist in providing project direction. All jobs performed by Consultant shall need a cost estimate and the Authority Digital Communications Marketing Manager’s approval before commencing work. Consultant will be responsible for responding to Authority requests for services within twenty-four (24)-hours.
Consultant shall designate a project manager to be the primary liaison with Authority for day-to-day development activities. The project manager shall manage written communications via e-mail or any other Authority available online tool. The project manager shall have the authority to makecommitments and decisions that are binding to Consultant.
Deliverables shall include, but are not limited to:
a) Job-by-job estimate of time and materials needed to complete theassignment approved by the designated Authority Project Manager.
b) Documentation of strategies, tactics, media recommendations,evaluation criteria, timeline and budget proposals, creative briefs, and reporting.
c) Implementation of effective digital marketing campaigns from conceptand development through execution and production tailored to strategic objectives.
d) Campaign management, monitoring, and reporting.
e) Job delivery of a final, high-resolution files, and any other assets to be deemed necessary.
f) Timeframe – Many projects will have appropriate timelines. However, in some cases, projects will require same-day delivery, so the availabilityof the Consultant shall be necessary.
g) Pro-active feedback for enhancements to optimize ongoing campaigns, refine messaging, boost online engagement and reach, and meet other performance metrics.
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 Authority to any course of action or enter into any contractual agreement on behalf of Authority. 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 Authority personnel, counsel, and management.
Due Date: July 8, 2025
Contact: Michael Cardozo Phone: 714.560. 5627 Email:mcardozo@octa.net