Scope: Lextran is seeking a qualified firm to provide integrated marketing and public relations services that support the agency’s immediate communication needs and long-term goals. The selected firm will act as a strategic partner, offering high-level planning and message development, while also remaining responsive and capable of producing high-quality content on tight timelines. The successful proposer will directly support Lextran’s Planning & Community Development Department, which includes Marketing and Community Relations.
This engagement requires a team that is both strategic and hands-on, capable of long-range planning as well as agile response and high-quality content production. The selected firm will serve as a collaborative partner, working closely with Lextran’s internal team to develop long-term messaging plans, creative campaigns, and public engagement strategies that are accurate, timely, comprehensive, and effective in reaching Lexington’s entire population.This engagement is strategic and consultative only; Lextran’s internal team will remain responsible for executing communications, but the firm will be deeply involved in both campaign development and crisis response.
The firm(s) should have experience and be prepared to assist in disciplines such as strategic and targeted marketing, graphic design, website design and/or management, photography and videography, social media, public relations and affairs, crisis communications, copywriting, script development for radio or television promotional commercials, media placement, branding, printing, and/or special events.
Key Contract Objectives:
The selected firm(s) will be expected to contribute toward achieving the following goals:
* Build community engagement and support
* Strengthen brand identity and visibility
* Measure near real-time brand perception and public sentiment
* Ensure all materials are ADA accessible
* Support multilanguage access for communications involving accessing programs and activities Specific objectives:
* Promote the organization through creative campaigns
* Enhance brand visibility and trust in Lextran
* Support outreach efforts to keep the public informed and involved
* Deliver consistent, transparent communications
* Track, measure, and optimize campaign impact
* Enhance external communication efforts
* Enhance understanding of brand perception and customer satisfaction
* Earlier and ongoing detection of public sentiment shifts, emerging issues and crises
STRATEGIC & TARGETED MARKETING:
The selected firm will be responsible for supporting the planning and execution of marketing and creative campaigns tied to major initiatives. Specific responsibilities may include:
* Campaign strategy development for service launches, capital projects, humanization, and other agency priorities.
* Creation of multi-phase campaign plans with defined goals, audience segments, message frameworks, timelines, and channel strategies.
* Content and creative production for use across digital (web, social, email), print, advertising, and transit-specific formats (vehicle wraps, shelter signage, etc.).
* Creation and promotion of stories highlighting Lextran riders, operators, and the agency’s
broader community impact.
* Design of accessible campaign messaging in alignment with Lextran brand standards.
* Collaboration with internal teams to ensure campaign accuracy, relevance, and integration with agency work.
* Campaign performance monitoring, including data reporting, insight analysis, and optimization recommendations.
* Design and execute targeted marketing campaigns for key audiences, including riders and the Lexington community.
The awarded contractor will assist Lextran with overcoming challenges associated with reaching identified target audiences, as well as seeking out additional opportunities to engage them. Lextran may provide ridership data and analytics to support targeting and evaluation.
DIGITAL & SOCIAL MEDIA MARKETING MANAGEMENT:
* Create ADA compliant content for Lextran’s website, social media, and newsletters
* Develop SEO and SEM strategies to increase digital visibility
* Monitor engagement metrics and optimize accordingly
COMMUNITY ENGAGEMENT COMMUNICATIONS:
The successful proposer will be expected to assist in the development of communications that are context-specific and directly relevant to the situation at hand. Possible scenarios for community engagement communications are as follows:
* Develop and execute outreach strategies and presentations
* Assist in the creation of presentations for public hearings, job fairs, trade shows, events, and stakeholder meetings
* Produce outreach materials including flyers, presentations, and signage
* Solicit and incorporate community feedback on projects and services
* Recommend outreach approaches for service adjustments or expansions
The goal of all communications is to raise community awareness of Lextran’s long-term priorities and reinforce the agency’s role as a forward-thinking, customer-centered public service provider and robust employer.
1.1.PUBLIC RELATIONS
The selected firm will serve as Lextran’s on-call partner for public relations, with responsibilities including both proactive strategy development and emergency communications support. Required capabilities include:
CRISIS COMMUNICATIONS:
* Crisis communications availability, including rapid response messaging for emergencies, service disruptions, or reputation-sensitive incidents
* Creation and maintenance of a crisis communications protocol, including workflows, stakeholder contacts, approval processes, and media response guidelines
* Drafting internal and external communications such as service alerts, press statements, executive remarks, and talking points during emergencies, service disruptions, and other time- sensitive issues that could impact Lextran’s operations or reputation
PUBLIC RELATIONS:
* Ongoing strategic counsel to agency leadership, particularly during incident response and public scrutiny.
* Media outreach and coordination, including the drafting of press releases, coordination of interviews, and briefing materials
* Monitoring and analysis of public perception, with strategies for addressing identified concerns and recommendations for message adjustment as needed
* Experience withIAP2 standards e.g. spectrum of public participation
Proposers must include a list of regular business hours, after-hours availability, and related cost structure.
Due Date: October 10, 2025, 2:00 pm
Contact: Deanna Istre distre@lextran.com
