SFRTA is seeking a qualified firm to provide public
relations, public information, marketing, and advertising services.
South Florida, comprised of Broward, Miami-Dade and Palm
Beach Counties, is the fifth largest urbanized area in the United States with
more than five million residents. Within the next 20 years, South Florida’s
population is expected to grow by nearly three million people. As one of the fastest
growing regions in the nation, South Florida faces the challenge of how to
maintain the region’s economic competitiveness, while continuing to offer a
high quality of life. Key to the region’s economic vitality and quality of life
is a robust multimodal transportation system that provides mobility for
existing and future residents and visitors, alike. Our existing regional road
system is reaching capacity with few opportunities for further expansion, while
the prices of housing and gasoline continue to soar. South Florida needs a
regional transportation system now more than ever!
With the creation of the South Florida Regional
Transportation Authority (SFRTA) on July 1, 2003, South Florida’s three
counties began efforts to work together to ensure a viable regional
transportation system. The SFRTA, with cooperation from our transportation
partners, works diligently to plan, develop, fund and operate a seamless, safe
and efficient regional transportation system. A regional transportation system
in South Florida will ensure mobility, advance sustainable growth and improve
the quality of life for our current and future residents.
To meet public demand, the SFRTA is strategically planning
for several needed transit projects to provide for the future regional mobility
needs of South Florida’s resident and visitors. These projects will allow
people to rely on transit and enjoy the benefits of avoiding our increasingly
congested highways, while saving money on gas, as well as on auto insurance and
maintenance. These projects complement existing and planned transit service by
transportation partners, and will provide the backbone of an expanded regional
transportation system that may include light rail, busways, streetcars and
rapid bus transit, as well as others. The current projects include:
encouraging, Regional Transit Oriented Development, Tri-Rail Coastal Link and
Tri-Rail Station Improvements.
Scope of Work:
The major objective of the Scope of Services is to obtain a
full service, experienced and versatile public relations and marketing resource
that demonstrates competence in many areas and can perform a broad range of
tasks with creativity, efficiency and accuracy. The Contractor’s services may
consist of the following:
COMMUNITY OUTREACH AND MARKETING
Develop a well-structured community outreach and
marketing plan to increase SFRTA’s visibility and ridership and to enhance its
image through community outreach and marketing strategies that promote
awareness of the benefits of using its commuter rail service and how, using
empirical data, the service promotes a more livable and sustainable South
Florida community, economy and environment. The plan should clearly describe
how ridership will increase. The plan should include an implementation strategy
(incorporating a budget) for achieving higher ridership. It also should include
a method for evaluating, over time, increased visibility and reinforced
awareness of SFRTA’s Tri-Rail service through measurable results.
Identify potential customers and present a menu
of communication strategies to reach them.
Develop and produce image-building programs and
create a consistent and appropriate identity or “look” for SFRTA and Tri-Rail;
elevate profile of SFRTA locally, regionally, and nationally.
Facilitate promotional partnerships with
community organizations/events and corporations; research and acquire
sponsorship opportunities and assist in forming coalitions with corporate
entities to obtain measurable results for SFRTA.
Organize a wide range of special events and
promotional campaigns and educational programs for selected targeted audiences
to increase visibility and ridership.
Create strategies for growth and help set annual
marketing goals that are compatible with organizational objectives; plan, shape
and continually foster consistent community image.
Provide website and social media development and
adaptation as needed.
Develop concepts that promote regionalism.
Develop, design and produce a wide range of
materials such as media kits, trade show materials, annual reports, brochures,
media releases, and newsletters as needed. Manage production of collateral materials,
including design, print, and delivery.
Write articles and arrange for publication in
appropriate media; develop news stories, feature stories, profile pieces,
editorial responses, and speaking points.
Set up and stage press conferences, publicity
tours, editorial board meetings and interviews.
Prepare presentations and speeches for SFRTA
staff and Board members.
Provide media training for crisis management,
spokesperson training and ongoing interview preparation.
Create radio, television, outdoor, print,
point-of-purchase and direct response advertising; handle all aspects of
campaign planning and production, including but not limited to, creative
direction, copy development, design of artwork, layout, photography, securing
talent, coordinating production schedules, editing, selection of music/jingle,
and traffic instructions.
Develop advertising campaigns and media buy
schedules incorporating print, radio, television, and outdoor advertising as
appropriate; this work includes budgeting, negotiating and placing buys based
on commission-free rates, compiling buy sheets, following up with media
outlets, reviewing and reconciling all invoices for payment. Contractor will be
responsible for all aspects of advertising; including creation, production, and