Marketing RFP Issued By WTA
Purpose:
Whatcom Transportation Authority (WTA) provides fixed route, paratransit, and vanpool service throughout Whatcom County. WTA is a municipal corporation formed in 1983. WTA’s mission is to enhance our community by:
- Delivering safe, reliable, efficient and friendly service
- Offering environmentally sound transportation choices
- Providing leadership in creating innovative transportation solutions
- Partnering with our community to improve transportation systems
WTA enjoys strong community support and many beneficial partnerships. Our ridership compares favorably to that of our peers around the state and throughout the nation. WTA seeks to achieve the following outcomes through its marketing communications:
- Build community support and positive awareness about WTA services
- Promote WTA as a customer‐focused, cost‐effective agency delivering a valuable public service
- Increase fixed route and vanpool ridership
- Increase participation in Whatcom Smart Trips program (www.whatcomsmarttrips.org)
- Communicate with riders of all service modes (fixed route, paratransit, zone service and vanpool)
Background:
WTA currently performs some marketing services work in house including copywriting, marketing promotion development, publication writing and media relations. Contracted marketing and communications services are used on an as‐needed basis.
WTA’s marketing efforts are currently primarily focused on the following:
- Promotion of annual events, such as Free Fare Week
- Promotion and notification of new routes and service
- Notification of changes to fare media
- Promotion of Smart Trips, and Smart Trips programs
WTA seeks to continue these efforts, while improving on the following:
- Creating and implementing marketing plans to achieve the outcomes listed in the Introduction, above
- Effective use of digital media
- Positive social media engagement
- Ability to target specific populations, for example youth, seniors, people with disabilities, rural populations, people with limited English proficiency, etc.
Scope of Work:
WTA is seeking a marketing services firm with demonstrated expertise in the following:
- Effective, strategic marketing plans
- Graphic design and copy writing
- Branding
- Social media engagement including promotional marketing and advertising for digital, broadcast and print media
- Educational videos and photo shoots
- Effective signage, and other visual displays
- Effective educational and promotional brochures
- Activities to reach specific populations, for example youth, seniors, people with disabilities, rural populations, people with limited English proficiency, etc.
- Measuring the effectiveness of promotional activities
- Budget oversight and shared responsibility for cost control
The marketing services firm will act as an extension of the marketing team, for both WTA and Smart Trips. This would include:
- Taking a prominent role in creating marketing plans
- Creating materials and activities to promote campaigns and projects At this time, WTA is not seeking assistance in the following areas:
- Rider information materials, such as maps and schedules
- Website design
- Media and public relations
Due Date:
June 15th
Address:
Magan Waltari, CPPB
Procurement & Grants Coordinator/DBELO
Whatcom Transportation Authority
4011 Bakerview Spur Rd.
Allison Partners & Weber Shandwick are Washington State PR firms.
