Valley Transit is seeking competitive proposals from qualified and experienced firms to develop and execute strategies and tactics in support of its marketing initiatives. The successful proposer’s marketing initiatives will incorporate a wide range of strategies to effectively promote and increase awareness of Valley Transit services to key audiences including but not limited to: existing riders; potential riders; and the general public/non-riders. The successful proposer will have demonstrated experience in brand building, marketing, public relations, social media management & marketing, digital marketing, crisis communications, media planning & placement and market research.  Valley Transit’s primary marketing goals are to increase bus ridership and improve public perception of transit in the Fox Cities.


Valley Transit, owned and operated by the City of Appleton, provides fixed route bus and complimentary ADA demand responsive paratransit service along with other ancillary paratransit services to customers in the Fox Cities. Valley Transit’s service area generally consists of the Cities of Appleton, Neenah, Menasha and Kaukauna; Towns of Buchanan and Grand Chute; and Villages of Fox Crossing, Kimberly and Little Chute. Further info about Valley Transit can be found at: The City of Appleton/Valley Transit is hereinafter referred to as “Valley Transit.”

Scope of Work:

The selected firm’s shall develop an overall strategy for advertising and promoting public transit services in the Fox Cities market. In general, this will include, but is not limited to planning, conceptualizing, producing, implementing, evaluating, and analyzing marketing and public relations solutions. Specific items/tasks include, but are not limited to the following:

• Create and maintain annual marketing plan 

• Implement brand communication strategy 

• Maintain crisis communication plan, including regular updates

• Production of all creative, copy writing and media placement. The selected firm must have extensive graphic design/creative capabilities.

• Social media management (see section below) 

• Manage public relations, press releases and interview scheduling. Ability to provide media prep and coaching to Valley Transit staff in advance of media interviews. The selected firm’s staff must be available during interview or onsite, if needed. 

• Selected firm must have local and regional media relationships.

• Promotion of Valley Transit’s rider app and website 

• Development of high quality, economical production options for printing and marketing materials and items related to this contract

The selected firm will be able to respond and quickly react to the needs of Valley Transit and events outside of Valley Transit’s control. Public relations and crisis communication capabilities must include ability to respond in less than 30-minutes in the event of a crisis. Crisis support may include on site staffing throughout crisis. All work products associated with this contract shall be the property of Valley Transit. All graphic design work must be provided in a format editable using Adobe Creative Suite. Attendance at Fox Cities Transit Commission meetings may be required to present on annual marketing plan updates or other topics as needed.

Proposers must submit, in a sealed package, one original (identified) plus four (4) copies of all materials required for acceptance of their proposal on or before the submittal deadline. The Cost Proposal Form must be included in a separate sealed envelope (identified as “Cost Proposal”) within the sealed proposal package. Valley Transit also requires one electronic version of all materials on a USB flash drive to be included within the sealed package above.

Proposals may be withdrawn prior to the date/time set for proposal opening. Proposals may be modified or withdrawn by the proposer’s authorized representative in person, or by written notice. If proposals are modified or withdrawn in person, the authorized representative shall make his identity known and shall sign a receipt for the proposal. Written notices shall be received in the office where proposal was submitted no later than the exact date/time for proposal due data.

Valley Transit reserves the right to reject any or all proposals, to waive any informalities in the process, or to accept any proposal deemed in the best interests of the City of Appleton/Valley Transit.

Due Date:

APRIL 1, 2020


Valley Transit

801 S. Whitman Ave

Appleton, Wisconsin 54914

M Booth and Magrino PR are strong firms worth considering.

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