PACIFIC SURFLINER MARKETING SERVICES ORANGE COUNTY TRANSPORTATION AUTHORITY LOS ANGELES-SAN DIEGO-SAN LUIS OBISPO RAIL CORRIDOR AGENCY
Proposal Submittal Date: April 19, 2024
LINK: file:///C:/Users/cbettencourt/Downloads/42080_0.pdf
SCOPE OF WORK
PACIFIC SURFLINER FIELD MARKETING SERVICES
I. INTRODUCTION
This Scope of Work describes Consultant’s essential roles, responsibilities, functions, activities,
and deliverables necessary for the successful implementation of the
Los Angeles-San Diego-San Luis Obispo (LOSSAN) Rail Corridor Agency’s (Agency) field
marketing program for the Amtrak Pacific Surfliner.
The LOSSAN Agency wishes to contract with a strategic marketing firm to provide field marketing
and community outreach services to:
• Increase Pacific Surfliner ridership
• Influence consumer purchase decisions within communities served
• Cultivate awareness, positive brand associations, and visibility of the Pacific Surfliner
through experiential marketing, in-person events, and other advertising and marketing
efforts
• Uncover opportunities to expand reach and influence in college markets to build
awareness in that key demographic
• Promote brand goodwill and partnerships with key convention and visitors bureau partners
• Identify and evaluate existing assets that can be offered to partners as part of a
sponsorship package
Through this contract, Consultant shall provide expertise to supplement LOSSAN Agency’s
in-house marketing and communications staff, as well as work with external vendors when
necessary.
II. BACKGROUND
The 351-mile LOSSAN Rail Corridor travels through a six (6)-county coastal region in southern
California and is the second busiest intercity passenger rail corridor in the United States. The
LOSSAN Agency manages the Amtrak Pacific Surfliner service, which has an annual ridership of
nearly 3 million (pre-pandemic). There are currently twenty (20) daily Pacific Surfliner trains
between Los Angeles and San Diego, with ten (10) trains extending to Santa Barbara/Goleta and
four to San Luis Obispo. The Pacific Surfliner serves twenty-nine (29) stations between San
Diego and San Luis Obispo.
The Pacific Surfliner provides a relaxing and sustainable travel option for destinations along the
LOSSAN Rail Corridor and beyond. In addition to rail service, dedicated Amtrak Thruway bus
connections supplement the train by extending connections to destinations such as Palm Springs,
Solvang, and the Bay Area.
III. GENERAL REQUIREMENTS
The LOSSAN Agency seeks a qualified consultant experienced in field marketing to assist the
agency staff with increasing service ridership. Consultant shall work closely with staff to create a
strategy leveraging various field marketing tactics to expand the LOSSAN Agency’s brand
awareness, relationships, and community interactions in a data driven and measurable way.
Consultant shall be expected to meet the following general qualifications:
– A solid understanding of the Pacific Surfliner brand and market position
– Expertise in targeted, audience specific marketing
– Knowledge of emerging technology, trends, platforms, and messaging opportunities, and
demonstrate the ability to leverage them effectively.
– A thorough understanding of marketing best practices in the transportation and/or tourism
industry
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IV. SERVICES REQUIRED
This section contains a brief description of the types of services required for this contract. The
work plan shall provide a precise and clear description of the firm’s ability to meet the
requirements of each service category specified below. Those proposing as the prime contractor
on this RFP are encouraged to sub-contract tasks that are outside of their expertise. Firms shall
provide turnkey marketing programs and be able to act as a prime contractor in each of the
following areas:
Brand Awareness, Advertising, and Partnership Building
Consultant shall be responsible for:
• Elevating LOSSAN Agency’s brand awareness, presence, and engagement across the
corridor.
• Developing cooperative advertising and promotional opportunities to amplify the LOSSAN
Agency’s reach. Foster and expand relationships with partners in the travel industry, as
well as with relevant sports teams, festivals, event venues, special events, trade shows,
and Universities along the LOSSAN Rail Corridor.
• Serving as LOSSAN Agency’s Agency of Record, which will authorize Consultant to act
on LOSSAN Agency’s behalf to negotiate and to enter into sponsorships, secure
memberships, plan advertising programs, seek and execute advertising opportunities,
purchase and place media, and manage invoices and payments. If necessary to complete
the requirements of the scope of work, Consultant shall license direct with vendors and
partners to obtain necessary media placements and utilities. All invoicing pertaining to
these agreements shall be managed by the selected Consultant. The LOSSAN Agency
shall be listed as a user and/or advertiser on any agreements. At the end of the term (or
earlier), the selected Consultant shall assign/transfer all its rights to the agreement to the
LOSSAN Agency at no additional charge.
Through these tasks, the aim is to establish a robust and recognizable brand presence, drive
community engagement, and optimize the LOSSAN Agency’s outreach efforts effectively.
Multi-lingual community outreach and engagement
Consultant shall assist the LOSSAN Agency with establishing and maintaining brand awareness
through special events and community education efforts. Consultant shall be responsible for:
• Planning, promoting, and implementing outreach events that enhance brand awareness
and strengthen relationships with communities served.
• Identifying strategic opportunities targeting key audiences in key geographical areas for
business and community outreach
• Providing event planning services and support
• Staffing in-person community events. Consultant shall be expected to engage audiences
in English and Spanish. Community event support in other foreign languages such as
Vietnamese, Chinese, Tagalog, Farsi, Armenian, Japanese, and others may occasionally
be necessary. Consultant must submit a plan for hiring subcontractors to provide services
if necessary. Consultant shall also provide support with follow up activities and create tools
for nurturing relationships with referral sources and influencers.
Promotional marketing
Consultant shall be responsible for developing and/or supporting new marketing program
initiatives for key audiences. Consultant shall support the following:
• Raising awareness of key destinations along the route through events, partnerships,
special event partnerships, advertising, and other innovative marketing efforts.
• Design strategic campaigns to target specific markets and audiences to increase
ridership and revenue.
In addition to creating campaign deliverables, Consultant shall provide suggestions for
enhancements to optimize ongoing campaigns, refine messaging, boost community engagement,
and meet other performance metrics.
Creative services
Fulfillment of field marketing programs includes coordinating and ensuring timely delivery of all
creative assets. The creative services expected include:
• Copywriting and trans-creating of advertising and marketing materials in English and
Spanish. Consultant may also be occasionally required to create materials in other foreign
languages such as Vietnamese, Chinese, Tagalog, Farsi, Armenian, Japanese, and
others may occasionally be necessary. Consultant must submit a plan for hiring
subcontractors to provide muliti-lingual services if necessary.
• Producing design solutions, messages including copywriting for radio and/or video
advertisements and creative assets for print, outreach, broadcast, advertising, or other
customer communications channels, that resonate with target audiences and meet both
brand standards and business objectives.
• Design solutions and creative assets for print, radio, video, broadcast, digital and social
media elements, as well as the development of special promotions and fares discounts to
incentivize trial and repeat ridership to support program initiatives.
• Consultant must be able to respond quickly to execute creative development through
concept development, execution and production in a timely manner to meet the project
deadlines. There may be times when Consultant shall also work with the other
Agency vendors to optimize existing creative assets for the appropriate audiences and
channels.
Consultant shall be responsible for monitoring performance of all campaign and managing
quality of content for campaigns as determined by engagement metrics, hyper-targeted media
placements, content engagement, media impressions, and client feedback.
PERFORMANCE, MONITORING, AND EVALUATION
The success of the Pacific Surfliner field marketing program relies on continuous monitoring,
evaluation, and optimization of various performance metrics.
The selected Consultant shall employ a systematic approach to monitor and evaluate the
performance of the Pacific Surfliner field marketing program. This includes the continuous tracking
and analysis of engagement metrics across various channels, campaigns, and events to ensure
the program’s alignment with the LOSSAN Agency’s objectives and foster ongoing improvement
throughout the contract period.
PROGRAM MANAGEMENT
The LOSSAN Marketing and Communications Manager will be the key contact for Consultant
and will direct Consultant ’s work efforts. All jobs performed by Consultant will require a cost
estimate within two (2)-days of project requests and prior approval from the LOSSAN Marketing
and Communications Manager before commencing work.
Consultant shall designate a project manager within the firm to be the primary liaison with the
LOSSAN Agency for day-to-day marketing activities. 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 the LOSSAN Agency’s written approval.
The selected Consultant shall invoice the LOSSAN Agency for services rendered on a monthly
basis.
1. Deliverables shall include but are not limited to: Job-by-job estimates of time
and materials needed to complete each project, approved by the designated
LOSSAN Marketing and Communications Manager.
2. Documentation of strategies, tactics, media recommendations, evaluation
criteria, timeline, and budget proposal including executive briefs and reporting
3. Implementation of effective design, layout, editorial, and art direction from
concept and development through execution and production tailored to
strategic objectives.
4. Campaign management and monitoring informed by ridership and revenue
reporting, online engagement metrics and client feedback.
5. Pro-active feedback for enhancements to optimize ongoing campaigns, refine
messaging, boost online engagement, and search engine visibility, and meet
other performance metrics.
