Scope: As the demographics and communication behaviors of residents of Orange County and those near rail stations continue to change, marketing OCTA’s rail service is becoming increasingly complex. To achieve ridership growth, new transit markets need to be developed to attract a diverse customer base of prospective riders, as well as new concepts for special events or destination-based rail service.
In an effort to address these changes and implement a comprehensive Rail Marketing Program, OCTA is planning to retain a full-service firm (Prime Contractor) to perform various marketing activities. Those bidding as the prime contractor on this RFP are encouraged to sub-contract tasks outside their expertise. Firms shall provide turnkey marketing programs and be able to act as a prime contractor ineach of the following areas:
§Integrated, Strategic Marketing Plan Development
A comprehensive and overarching plan should be developed to serve as a blueprint for the contractual period. The plan should be well thought-out and positioned to guide all marketing efforts to be cohesive and effective in achieving the organizational goals.
§Marketing & Digital Marketing Campaign Development, Management and OptimizationEach campaign should include, but not be limited to, the following components to drive traffic, brand awareness, and ridership/sales:
− Campaign goals development and effectiveness tracking
− Identifying target audiences and providing insight to customer behavior
− Developing key campaign messaging and potential offers for campaign success
− Developing strategy for reaching and engaging target audiences
− Developing mixed media campaign consisting of traditional and online media
§Email, Social Media and Mobile Marketing Strategy Development, Implementation andOptimization
Research, develop and propose new and innovative digital marketing strategies and tactics through email, social media, and/or mobile to help OCTA retain current customers and acquire new customers. Execute a successful agile marketing plan to improve performance and return on investment (ROI). Provide systematic solutions to implement, manage and optimize social media platforms as well as analytics to maximize public interaction and engagement.
§Online and Traditional Media Planning, Buying and Optimization
Understand where the target audiences live online and offline, develop a flexible and high- quality media plan for each campaign to include targeting endemic and broad reach sites/media as well as niche media/sites with loyal and passionate followings to engage potential customers in a clutter-free, relevant environment. Online media buying and optimization systems and technology are also required to provide real-time analytics data for refining campaigns and discover insights to maximize ROI. In addition to this contract, OCTA has reserved funds for direct media buy.
§Ethnic Marketing and Translation (Hispanic and Asian)
Research, develop and implement marketing programs targeting specific ethnic markets in Orange County and surrounding communities. Develop media plans that address where ethnic target audiences live online and offline to meet ridership and sales goals. Provide translation services for target markets, to include Spanish, Chinese, Korean, Vietnamese, Tagalog and Farsi, as well as other languages per the request of OCTA.
§Print and Digital Creative Development, Design, Copywriting and Production
Create strategic and innovative design themes and messaging that resonates with campaign target audiences in both online and print formats. Be able to respond quickly to execute creative development through design, copywriting, and production in a timely manner to meet the project deadlines. Consultant shall have the ability to produce, deliver, or accept files from the following software:
* Adobe Creative Cloud (including Photoshop, Illustrator, InDesign)
* High resolution PDF
* Microsoft Office (Word, Excel, PowerPoint)
* Ability for FTP electronic file transfer
§Market and Customer Research, Segmentation Study, Online Survey Design,Implementation and Reporting
To assist marketing planning and strategy development, identified research needs to gain customer insights and market intelligent information through primary and secondary research and surveys. Use state-of-the-art techniques to design, implement and report appropriate study/survey as needed.
§Web and Mobile Design and Development
To assist in web and mobile design and execution as necessary, Consultant shall have proficiency with web and mobile design, development, testing and deployment. Consultant shall have experience developing in Umbraco, OCTA’s new CMS platform using ASP.NET
4.5 and higher. In addition, Consultant shall have background in API development with Facebook, Twitter, YouTube, Google Maps and ESRI.
§Video Production
Produce campaign videos for online and television viewing, to include treatments, script development, casting, filming (using professional equipment and postproduction), editing, sound mixing, musical scoring, and titling, as well as delivery of working files and full- resolution final cuts. Postproduction should use Final Cut Pro 7 or X. The use of other video editing software is acceptable.
§Photography
Provide original photography services to support approved marketing plans to showcase OCTA’s products and services in a favorable and imaginative way. Photography support should include selection and management of paid models, the ability to provide studio shots on seamless, interior building and/or train shots including people and location shots showcasing various trains. Trains will be static or moving.
•Collateral Production, Printing, Distribution and Specialty Printing
Various types of printing projects will require production, distribution, installation and/or removal during this contract term, based on the approved marketing plan developed. Prior to the release of all projects for print, a formal estimate will be received and approved by OCTA’s project manager. All pieces will require both a laser and digital color proof and, on occasion, it may be necessary to attend a press check. Twenty-five (25) samples shall be delivered to OCTA prior to delivery of the entire project. Delivery addresses will vary. Samples shall be delivered to the OCTA administrative offices in Orange; however, other pieces may be delivered to various designated mailing houses or the Garden Grove marketing warehouse. Consultant or Consultant’s subcontractors shall have the following minimum requirements:
− One (1)- to six (6)-color lithographic printing
− Digital variable data printing capability, which would include multiple areas of unique information on various sides/pages of the document.
− Standard turnaround on print jobs shall be five (5) working days; the maximum turn on any one project would be no more than ten (10) business days from receipt of digital mechanical to delivery.
− Digital press printing for small quantity jobs. Provide short-run print projects within a twenty-four (24) to forty-eight (48)-hour period
− Ability to turn rush jobs in seventy-two (72) hours or less when needed
− Ability to manage multiple print projects at the same time (could be between five [5]-ten [10] unique print jobs) in the maximum turn time of ten (10) business days
− Ability to produce, deliver or accept files from the following software:
* Adobe Creative Cloud (including Photoshop, Illustrator, InDesign)
* High resolution PDF
* Microsoft Office (Word, Excel, PowerPoint)
* Ability for FTP electronic file transfer
The specifications listed below are similar to the types of projects that may be produced. For comparison purposes, Consultant shall provide both pricing for the below projects and samples similar to the type of work your firm/subcontractor has performed. This list does not constitute the actual printing projects that will be required under this contract. All projects will require an approved, signed estimate based on the project specifications.
Typical printing may include, but is not limited to the following:
Metrolink Kiosk Posters
Size: 24” x 36”
Quantity: 10
Color: 4CP + aqueous, one side with full bleeds Stock: 100# endeavor velvet book
Proofs: Digital Color
Bindery: Trim, wrap, carton pack, and deliver
“Take One” Cards
Size: 3.75” x 9”
Quantity: 30,000
Color: 4CP + aqueous, both sides with full bleeds Stock: 80# gloss cover
Proofs: Digital Color
Bindery: Trim, band in 50’s, carton pack, and deliver
Promotional Interior Cards
Size: 11”h x 24”w
Quantity: 500 (1 page) or 1,000 (2 pages) cards Color: 4/0 with bleeds all edges
Stock: .018 C1S Card Stock Proofs: Digital Color
Bindery: Trim to size, carton pack and deliver to Santa Fe Springs, CA
Bus Advertisements
Specialty printing for specific programs may include, but are not limited to, bus exterior advertising, kiosk signage, and vinyl banners. These advertisements shall be printed using 3M IJ46-20 Scotch Cal film with 3M 8509 Scotch Cal over laminate for bus exteriors and 3M IJ67 Perforated window film with 3M 8914 Scotch Cal over laminate for bus exterior windows. The list of size specifications below will include printing, installation and removal on an as-needed basis.
Bus advertising size specifications
•Full Bus Wrap
•King Poster – 30” h x 144” w
•Queen Poster – 30” h x 86” w
•Kong Poster – 36” h x 226” w
•Headliner – 14” h x 372” w
•Ultra-Super King – 106” h x 208” w
•Michelangelo – 48” h x 24” w
PROGRAM MANAGEMENT
OCTA’s Principal Marketing Specialist will be the key contact for Consultant and will direct Consultant’s work efforts. Consultant shall be responsible for implementing the tasks described in the Scope of Work under the direction of the OCTA Principal Marketing Specialist. The OCTA Principal Marketing Specialist will form, and be a part of, an internal project team to assist in providing project directions. All jobs performed by Consultant shall require a cost estimate and the OCTA Principal Marketing Specialist’s approval before commencing work.
Consultant shall designate a project manager within the firm as the primary liaison with OCTA for day-to-day marketing activities. The project manager shall manage written communications through OCTA’s online project management system. The project manager shall have the authority to make commitments and decisions that are binding to Consultant. Any changes to Consultant’s personnel under this project shall be subject to OCTA’s written approval.
Consultant shall invoice OCTA for services rendered on a monthly basis.
Due Date: September 15, 2025
Contact: Rhea Aninzo 714.560.5650 Email:raninzo@octa.net
