Marketing RFP Issued By Texas Department of Transportation

Be Safe. Drive Smart. is a year-long public education and awareness effort aimed at saving lives and reducing crashes. The umbrella campaign covers all aspects of safe driving in Texas. The goal is to make drivers aware of their own unsafe driving habits. How a driver behaves and reacts behind the wheel can be the difference between a safe journey and a deadly crash. Be Safe. Drive Smart. has expanded over the past few years incorporating Be Safe. Walk Smart. and Be Safe. Bike Smart. which includes pedestrian and bicycle traffic safety. The Pedestrian and Bicycle Traffic Safety Public awareness campaign to educate the public on Texas state laws was created in 2020. This public education and awareness program is designed to inform motorists, pedestrians and bicyclists of state laws applicable to pedestrian and bicycle safety and is federally funded by Section 405H (National Priority Safety Programs – Non-Motorized Safety Grants). These are dedicated funds that can only be used to address pedestrian and bicycle safety laws in Texas. This component of the Be Safe. Drive Smart. campaign will consist of both paid media and public education components.

Scope of Work:

This statement of work (SOW) is for services to assist the Texas Department of Transportation (TxDOT) and its partners in the development of a year-long statewide federally funded Traffic Safety public awareness campaign. This campaign will utilize the existing Be Safe. Drive Smart. (BSDS) Pedestrian and Bicycle State Law messaging/slogans.

The vendor shall comply with all federal, state, and local laws, statutes, ordinances, rules and regulations, and the orders and decrees of any court or administrative bodies or tribunals in any matter affecting the performance of the purchase order, including if applicable, workers’ compensation laws, minimum and maximum salary and wage statutes and regulations, prompt payment and licensing laws and regulations.


Pedestrian-related traffic crashes remain a serious problem in Texas. In 2019, there were 5,954 crashes involving pedestrians in our state, resulting in 668 deaths and 1,312 serious injuries. From 2015 to 2019, pedestrian fatalities resulting from traffic crashes increased 17%. The top factors contributing to traffic crashes in Texas involving pedestrians are:

· Pedestrians failing to yield right-of-way to vehicles

· Drivers failing to yield right-of-way to pedestrians

· Driver inattention

· Speeding Texas state laws pertaining to pedestrians can be found at:


Bicyclists have the same rights and responsibilities as drivers and should obey all traffic laws. Bicycles accounted for about 1.9 percent of all Texas fatalities in 2018. There were 69 bicyclist fatalities in Texas in 2018, an increase of 10 fatalities from 2017, when 59 bicyclists were killed in Texas. The number of bicyclists serious injuries decreased however during the same timeframe (2017-2018) from 334 to 259. Unfortunately, based on CRIS data, there was a significant increase in the following year (2018-2019) going from 259 to 312 serious injuries. Texas state laws pertaining to bicycles can be found at:

BUDGET INFORMATION: Develop a Detailed Project Budget. The budget information is reviewed in the final determination of an award, and consideration is given for maximum use of budgeted funds and maximizing value for budgeted amount. The project budget for the Pedestrian and Bicycle public awareness of state laws campaign for FY 2021 Be Safe. Drive Smart campaign is not to exceed a maximum TxDOT reimbursable amount of $1,500,000.00 for the term (October 1, 2020 through September 30, 2021). In addition, the proposal must include a plan to secure a minimum of $375,000.00 (which is at least 20%) for the total budget amount. The vendor must secure and deliver matching funds of 20% in an amount equal to the project budget. The vendor’s proposal must include a plan for securing the required matching funds. If the vendor fails to secure and deliver the matching funds, TxDOT may, at its election, and in addition to termination and any other remedies available, reduce the amount payable to vendor under this contract by an amount equal to the shortage of matching funds. If such a reduction takes place, the vendor agrees to repay any amounts previously paid under this contract which exceed the reduced amount. NOTE: Additional funds may be added to the purchase order as funds are received.


Be a company engaged in the business of providing marketing, advertising, and public relations service, which includes the development, implementation, management, execution and evaluation of statewide campaigns for a minimum of five years in the last seven years. This must include experience with a state agency or other organization involving a large bureaucracy, multiple partner organizations, and complex issues. Recent start-up businesses do not meet the requirements of this solicitation. Recent start-up businesses do not meet the requirements of this solicitation. NOTE: A start-up business is defined as a new company that has no previous operational history or expertise in the relevant business and is not affiliated with a company that has that history or expertise. 

Due Date:

December 30 


Primary Contact: Ashley Ramirez, CTCD Telephone: 956-712-7734 Email Address: Secondary Contact: Erika Rivera, CTPM, CTCM Phone: 210-615-5952 Email Address:

Relevant agencies to consider include Magrino PR and Hunter PR.

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