Nevada County Issues Branding RFP

The Transit Services Division is inviting proposals from qualified firms to provide consulting services for the development of a brand identity, including new naming concepts, development of a logo, symbols and or design, and establishment of branding strategies for the transit services the County of Nevada. 

The County currently has two brands: one is Gold Country Stage, which is the County’s local and regional fixed route bus system and all associated passenger information materials. The second is The Lift, which is the County’s complementary ADA paratransit service operated through a contract with Paratransit Services, Inc. The job of the consultant will be to develop a new brand for Gold Country Stage and a sub-brand for the Lift.

Upon selection, the consultant will work with TSD staff and a Project Management Team to provide professional and marketing services to prepare both a final design and working templates that will include but not be limited to the following: brand identity, name(s), logo, color scheme and basic graphic designs and standards for the division to follow.

The proposed new name and brand may reflect the historical and or cultural nature of Nevada County and the services the TSD is currently providing or planning to provide; however, staff is open to a less traditional approach to naming as well. Decisions regarding brand identity, colors, logo and new graphics will be made in consultation with TSD staff and the Project Management Team and shall convey the new brand and be consistent throughout all marketing material. Consultant will be responsible for public opinion testing of developed names and logos. The Consultant will also prepare presentations to the Transit Services Commission and the County of Nevada Board of Supervisors to solicit their input on the name and logo. The final approved name(s), logo(s) and color scheme will be utilized to develop an exterior bus paint scheme, bus stop signage design and overall TSD graphics/print collateral including Rider’s Guide.

Background:

Western Nevada County:

The County of Nevada Transit Services Division is a small rural public transit operator providing fixed route and Americans with Disabilities Act (ADA) complementary paratransit services in Western Nevada County. Western Nevada County is located in the heart of California’s Gold Rush country. The western part of the County is bounded by Sierra County to the north, Placer County to the south and east and Yuba County to the West. Western Nevada County covers approximately 618 square miles, ranging in elevation from near sea-level in the west to nearly 5,500 feet at Bowman Lake in the northeast. The geography of Western Nevada County is defined by rolling hills in the lower portion of the county (west/southwest areas), the pristine mountains of the Sierra Nevada to the east, the middle fork of the Yuba River in the north and the Bear River in the south. The Western Nevada County service area is bisected by numerous east-west ridges. The area is traversed by three main highways: State Route (SR) 49 running north-south, SR 20 running east-west and SR 174 linking Grass Valley and Colfax. The population of Nevada County is 98,764 (2010 Census). Of this figure, approximately 82,264 persons are within the Western Nevada County area or 83.5 percent of the total countywide population.

Governance:

Public transit services, fixed route and paratransit, in Western Nevada County are governed by two distinct entities, the Transit Services Commission and the Nevada County Board of Supervisors. The Transit Services Commission (TSC) is a joint powers authority consisting of Grass Valley, Nevada City and the County of Nevada. The TSC is made up of elected representatives from each City Council (one each), the County Board of Supervisors (two), one member of the public chosen by the two City representatives and two members of the public chosen by the Board of Supervisors. The role of the TSC is to set fares, establish and adopt service levels for fixed route and paratransit services, monitor public response, approve the purchase of capital assets (vehicles etc.), monitor the regular daily operations, approve the annual budget for transit and paratransit operations, approve grant submittals and approve service adjustments. As a Division of the Nevada County Department of Public Works, the Transit Services Division falls under the governing authority of the Nevada County Board of Supervisors for finance and procurement purposes. As such the Board of Supervisors has direct oversight of the Transit Services Division annual budget, capital budget, procurement and human resource functions.

Scope of Work:

The County currently has two brands: one is Gold Country Stage, which is the County’s local and regional fixed route bus system and all associated passenger information materials. The second is The Lift, which is the County’s complementary ADA paratransit service operated through a contract with Paratransit Services, Inc. The job of the consultant will be to develop a new brand for Gold Country Stage and a sub-brand for the Lift.

Upon selection, the consultant will work with TSD staff and a Project Management Team to provide professional and marketing services to prepare both a final design and working templates that will include but not be limited to the following: brand identity, name(s), logo, color scheme and basic graphic designs and standards for the division to follow.

The proposed new name and brand may reflect the historical and or cultural nature of Nevada County and the services the TSD is currently providing or planning to provide; however, staff is open to a less traditional approach to naming as well. Decisions regarding brand identity, colors, logo and new graphics will be made in consultation with TSD staff and the Project Management Team and shall convey the new brand and be consistent throughout all marketing material. Consultant will be responsible for public opinion testing of developed names and logos. The Consultant will also prepare presentations to the Transit Services Commission and the County of Nevada Board of Supervisors to solicit their input on the name and logo. The final approved name(s), logo(s) and color scheme will be utilized to develop an exterior bus paint scheme, bus stop signage design and overall TSD graphics/print collateral including Rider’s Guide.

Tasks and Project Deliverables:

                Task 1: Kick-off Meeting & Project management plan

                                Deliverable: Onsite kick-off meeting and Draft project management plan

                Task 2: Public Opinion and Testing

                                Deliverable: Public opinion outreach and testing plan, evaluation and implementation. This should include a plan for all public outreach (minimum of two events) and presentations to the Transit Services Commission (minimum of two presentations; draft and final) and the Nevada County Board of Directors (minimum of one presentation; final). Total minimum number of outreach events and presentations is five (5). Should include the proposed methodology for outreach/opinion testing.

                Task 3: Naming

                                Deliverable: Development of up to three names for each service; Gold Country Stage                                   and Gold Country Lift.

                Task 4: Logos

                                Deliverable: Development of up to three logos, including color scheme, for each service: Gold Country Stage and Gold Country Lift.

                Task 5: New Bus Stop/Shelter Graphics

                                Deliverable: Bus stop sign graphic incorporating the approved name, color scheme and                                                logo.

                Task 6: Agency Collateral

                                Deliverable: Develop print collateral, including but not limited to: rider’s guides, passes/fare media, business cards and letterhead design.

                Task 7: Overall TSD Graphic Standards

                                Deliverable: Develop a style guide (manual) outlining the use of new name(s), colors and logo(s) as defined above, including font types and hierarchy (headings, subheadings, paragraphs text, etc.). All graphics, color schemes, font types, font sizing etc. will be itemized, including specific electronic programs or software required for reproduction purposes. All print products should be developed with ADA accessible formatting included as an option.

                Task 8: Bus and Van Schematic

                                Deliverable: Develop a bus wrap schematic for Gold Country Stage vehicles (2016 IC 29 foot Cutaway, 2018 IC 29 foot Cutaway, Dodge Caravan (3) and Ford Escape (2)) and Gold Country Lift vehicles (2018-19 Ford V350 Transit Van, 2013 E350 Cutaway 8 passenger, 2013 E450 Cutaway 10 passenger and 2013 E450 Cutaway 14 passenger)

Due Date:

March 5th, 2019. 

Address:

Nevada County Purchasing Division

Eric Rood Administrative Center

950 Maidu Avenue

Nevada City, CA 95959

Agencies with relevant experience includes Hotwire PR and Prosek Partners.

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