NC Turnpike and NC Quick Pass Marketing, Advertising and Public Relations Services

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 Vendor 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.

Background:

The N.C. Turnpike Authority (NCTA) is seeking proposals from qualified Vendors to provide full-service marketing, communications and advertising services to support the Department’s various marketing, outreach and education programs. NCTA, a business unit of the North Carolina 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 currently operates approximately 36 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 provides back office toll transaction processing and customer service for the I-77 Express Lanes in Charlotte, which is an NCDOT public-private partnership project. The I-485 Express Lanes project, and several other toll projects are under construction or under development in North Carolina, including Complete 540 (an extension of the Triangle Expressway), the Mid-Currituck Bridge, US-74 Express Lanes, and I-77 Express Lanes South

Scope of Work:

 Promote transportation safety messages to increase awareness and change behaviors;

 Increase NC Quick Pass transponder sales and ridership on existing and future toll facilities;

 Ensure the most effective use of limited resources, particularly in regard to paid media;

 Educate the public on any important toll collection and transportation related programs/issues;

 Track and report on success/impact of campaigns using industry standard evaluation metrics;

 Promote various transportation programs and initiatives;

 Increase NC Quick Pass user penetration from 60-65% to 75%

 Educate drivers on NC Quick Pass (Payment Options, Account Benefits, Processes)

 Educate customers on the Bill-By-Mail program

 Increase NC Quick Pass on-time payments

 Increase Bill-By-Mail payment collections

 Educate drivers on ways to pay tolls

 Develop messaging, media relations, and community outreach for Spanish speaking audiences

 Increase traffic on existing and future NCTA’s roadways (Triangle Expressway in the Raleigh area; Monroe

Expressway in the Charlotte area; Future facilities in North Carolina)

 Increase public awareness of NCTA’s roadways and time saving benefits

 Communicate the benefits of using NCTA’s roadway system and NC Quick Pass

 Increase communication and outreach to a diverse community

Due Date:

Submit Proposals Vendor August 10, 2021 @ 2:00 PM ET

Address: ctandresen@ncdot.gov

Christian Andresen Procurement Specialist III Email: ctandresen@ncdot.gov Phone: (919)707-2627

Relevant agencies to consider include Edelman PR and Ruder Finn.