Scope: The N.C. Turnpike Authority (NCTA) is seeking proposals from qualified Proposers to provide full-service marketing, communications and advertising services to support NCTA’s various marketing, outreach and education programs. NCTA, a business unit of the N.C. Department of Transportation (NCDOT), was formed in 2002 by the North Carolina General Assembly. The mission of NCTA is to supplement the traditional non-toll transportation system by accelerating the delivery of roadway projects using alternative financing options and facilitating the development, delivery and operation of toll roads. NCTA operates approximately 54 miles of tolled expressway facilities on the North Carolina state highway network, including the Triangle Expressway near Raleigh and the Monroe Expressway near Charlotte.
In addition, NCTA’s toll collection program also provides back-office toll transaction processing and customer service for the I-77 Express Lanes in Charlotte, an NCDOT public-private partnership project. In addition, there are several toll projects under construction or development in North Carolina, including I-485 Express Lanes, Complete 540 Phase II (an extension of the Triangle Expressway), the Mid-Currituck Bridge, US-74 Express Lanes, and I-77 Express Lanes South. NCTA’s administrative and project development work is performed by professional teams comprised of NCTA staff, NCDOT staff, and consultants.
This arrangement provides management oversight while assuring that necessary expertise is available when needed to advance projects in an efficient and timely manner. NCTA has primary responsibility for this Request for Proposals (RFP) process including defining the requirements addressed in this RFP, the evaluation of the Proposals submitted by Proposers, and execution and oversight of the Contract.
NCTA Communications and Marketing Program The primary role of the Contractor will be to identify, recommend and facilitate the optimum use of paid advertising media, write and develop public relations strategies and content, provide graphic design support, social media management, multimedia development and facilitation, customer and neighbor outreach strategy and facilitation, as well as project management for the many communications and marketing campaigns that pertain to the NC Quick Pass brand and all NCTA projects. The Contractor is expected to maximize the impact of a limited marketing budget. The Contractor will also assist NCTA with updating its Communications Plan and develop communication scenarios for operations and crisis response management scenarios.
C Quick Pass App and Website Project Management Marketing & Communications RFP Part I: Administrative North Carolina Turnpike Authority | I-3 Issue Date: 04/15/2025 In addition to traditional marketing and communications support, the Contractor will be responsible for representing customer experience priorities when interacting or coordinating with NCTA or other vendors regarding the NC Quick Pass iOS and Android app and ncquickpass.com. Responsibilities include tracking of app and website improvements, write and develop content, coordinate website user-interface and userexperience strategies, independent verification and validation of the website and app, strategize on Search Engine Optimization improvements for the website, respond and post emergency updates on the website and maintain the NC Quick Pass App Store and Google Play Store pages.
Customer and Neighbor Outreach Strategy and Facilitation The Contractor will also be responsible for strategy and facilitation of NCTA and NC Quick Pass outreach efforts. Examples of NCTA events include neighborhood meetings, public meetings, outreach presentations and toll-project ceremonies. NC Quick Pass events include events such as NC Quick Pass outreach tabling events and outreach presentations. Specific areas of services required, include but are not limited to: strategic planning and research, project management and documentation, external partner coordination, event marketing and communications efforts, inventory management, transponder sales and Account maintenance, customer responses, event attendance and execution of day-of event tasks.
The mission of the NCTA marketing program is to effectively deliver various transportation-related messages to targeted audiences by obtaining the highest quality of marketing and advertising services at competitive prices. Specific areas of services required, include but are not limited to: public communications planning and implementation, marketing and advertising services, marketing and media research, media planning and placement, preparation of related media communications and collateral materials, preparation of audio/video presentations and project planning coordination and implementation, public relations support, graphic design services and other related Work. Work efforts may include the development of marketing plans for NCTA branding, and NC Quick Pass branding. The successful Proposer shall research, develop, and implement various marketing campaigns to increase public awareness and knowledge of various NCTA’s programs and initiatives related to toll collection and customer outreach.
General Project Requirements The Contractor shall: 1. Promote transportation safety messages to increase awareness and change behaviors 2. Increase NC Quick Pass transponder sales and ridership on existing and future toll facilities 3. Ensure the most effective use of limited resources, particularly in regard to paid media 4. Educate the public on any important toll collection and transportation related programs/issues 5. Track and report on success/impact of campaigns using industry standard evaluation metrics 6. Educate drivers on NC Quick Pass (Payment Options, Account Benefits, Processes) 7. Educate customers on the Toll Invoice program 8. Increase NC Quick Pass on-time payments 9. Increase Toll Invoice payment collections 10. Educate drivers on ways to pay tolls 11. Develop messaging, media relations, and community outreach for multi-lingual audiences 12. Increase public awareness of NCTA’s roadways and time saving benefits 13. Communicate the benefits of using NCTA’s roadway system and NC Quick Pass 14. Increase communication and outreach to diverse communities 15. Develop internal communications to NCTA staff and consultants as needed
Marketing & Advertising (Including Marketing Research) Requirements NOTE: Deliverable due dates will vary depending on the various marketing campaigns. The Contractor shall: 16. Provide market research, marketing and public relations concepts, collateral testing, current and future user demographic information, and user language preference data to help prepare a plan. 17. At the direction of NCTA and in conjunction with strategic and marketing plans, analyze and recommend specific marketing mediums (both paid and unpaid across print, digital, broadcast, out of home, sponsorships); placed upon the Approval of NCTA. 18. Monitor placement to ensure accuracy and completion of all paid and unpaid media schedules. 19. Develop and implement fully integrated marketing plans, with tactics including but not limited to printed materials, videos, TV and/or radio PSAs, social media content, customer correspondence concepts, website content, copy and graphics, public education materials, annual reports, point of sale materials and presentations. 20. Provide input and recommendations for planning, coordinating and executing specific portions of NCTA’s various annual marketing and advertising plans. 21. Work and interact with NCTA staff and its vendors to provide full integration of advertising plans.
Public Relations Requirements The Contractor shall: 22. Develop, execute and track public relations programs in coordination with NCTA staff, if requested. 23. Set and create a media PR relations strategy based on target audience/media, target markets, media missions, media materials and monitoring at the request of NCTA.
Advertising Requirements The Contractor shall: 24. Promote a variety of communication and marketing products for various mediums, including print, video, direct mail, internet, transit, outdoor, display, television and radio. Work also includes media buying. 25. Monitor on behalf of NCTA and give weekly updates on the performance of all media suppliers’ activities to ensure that: a) all services purchased are delivered; and b) actual performance meets or exceeds the industry standard for that medium. Monthly reports will depend on the stages of progress in a campaign.
Community Events Marketing Requirements The Contractor shall: 26. Research program options, provide recommendations and negotiate contracts with various marketing and events entities. 27. Ensure the most effective use of limited resources, particularly with regard to events and marketing programs and activities. 28. Engage target audience with interactive activities on-site at events. 29. Staff and manage on-site events. 30. Take photos and drone footage of the NC Quick Pass booth and customer interactions at events. 31. Manage trackers, inventory, and calendars as needed. 32. Develop, print, and sources materials for outreach as needed. 33. Package and get outreach boxes ready for mailing 34. Track and report on success/impact of campaigns using industry standard evaluation metrics
Branding Concept Design & Production Requirements The Contractor shall: 35. On a case-by-case basis, the Contractor may be asked to develop and produce creative concepts and communication products for a variety of mediums, which may include print, video, digital, direct mail, transit, outdoor, display, television and radio. 36. Participate in strategic planning and concept development for marketing campaigns and creative development.
Website Development & Management Requirements The Contractor shall: 37. Project manage maintenance and updates to NC Quick Pass website 38. Maintain content management for website that NCTA can access and update 39. Increase customer adoption of the NC Quick Pass website 40. Improve customer experience of the NC Quick Pass website, including mock-ups when needed 41. Respond immediately to emergency web updates or deployments and post alerts on NC Quick Pass website 42. Increase Search Engine Optimization performance 43. Coordinate with tolls system and back-office vendors to ensure web functionally 2.8. App Development & Management 44. Project manage maintenance and updates to NC Quick Pass app 45. Maintain the NC Quick Pass App Store and Google Play Store pages 46. Increase customer adoption of the NC Quick Pass app 47. Improve customer experience of the NC Quick Pass app 48. Suggest approaches to increase app rating on Apple App Store and Google Play 49. Coordinate with tolls system and back-office vendors to ensure app functionally
Project and Coordination Meetings 65. The Contractor shall attend meetings with NCTA as required by NCTA. 66. The Contractor, at the request of NCTA, shall be required to meet weekly with NCTA for project review meetings. The purpose of these meetings will be to review project progress reports, discuss Contractor and NCTA performance, address outstanding issues, review problem resolution, provide direction, evaluate continuous improvement and cost saving ideas and discuss any other pertinent topics.
Due Date: June 25, 2025 (4:00 p.m. EDT)
Contact: Eliza Davis, NCTA_MktgComms_RFP@ncdot.gov. North Carolina Turnpike Authority 2501 Aerial Center Pkwy, Suite 200 Morrisville, NC 27560