15-Aa. RFP-1842 Pro Marketing and Communications Services(A).docx

Request for Proposals

Professional MARKETING AND COMMUNICATIONS-Services

RFP # 269-2025-1842(A)

City of Charlotte North carolina

September 11, 2025

REQUEST FOR PROPOSALS

Professional Marketing and Communications-Services

September 11, 2025

Dear Sir or Madam:

The City of Charlotte, North Carolina, is now accepting Proposals for Professional Marketing and Communications-Services. The requirements for submitting a Proposal are stated in the attached Request for Proposals (the “RFP”). Please review them carefully.

The City of Charlotte is using the Bonfire/Euna Procurement e-Procurement Portal (“Procurement Portal” - https://charlottenc.bonfirehub.com) to accept and evaluate proposals for this RFP. Proposals must be submitted electronically through the Procurement Portal on or before the Due Date in order to be accepted.

RFP questions must be directed to Andre Branch, Department of General Services – City Procurement, per the enclosed instructions in Section 2.2.

The City is an equal opportunity purchaser.

Sincerely, Andre Branch Transit Procurement Officer

Checklist for submitting a Proposal:

Proposal Format - Proposals should be formatted as follows:

Proposal Letter per Section 4.1.1 Executive Summary per Section 4.1.2 Work Experience and Demonstrated Results per Section 4.1.3 Qualifications of the Team and Proposed Personnel per Section 4.1.4 Work Plan/Project Approach per Section 4.1.5 Cost Proposal per Section 4.1.6 Section 6, Required Form 1, Request for Proposal Acknowledgement Section 6, Required Form 2, Addenda Receipt Confirmation Section 6, Required Form 3, Proposal Submission Section 6, Required Form 4, List of Subcontractors Form Section 6, Required Form 5, Company Background and Experience Section 6, Required Form 6, References Section 6, Required Form 7, Certification Regarding Debarment Section 6, Required Form 8, Byrd Anti-Lobbying Certification Exceptions to any part of the RFP (If you take any exceptions to anything in this document list it in a category in your Proposal called “Exceptions” and offer an alternative solution.)

The above items constitute all that must be included in the Proposal. If awarded a contract, you will be required to provide an insurance certificate that meets or exceeds the requirements set forth in Exhibit A – Sample Contract.

It is the Company’s responsibility to check the City’s Procurement Portal (Bonfire/Euna Procurement) at the following link Professional Marketing and Communication-Services (A) for any addenda or changes to this Project.

TABLE OF CONTENTS

Table of Contents

Professional Marketing and Communications-Services

RFP# 269-2025-1842(A) SEPTEMBER 11, 2025 18

1. Introduction.

1.1. Objective.

The objective of this RFP is to solicit Proposals that will enable the City to determine which Company and Proposed Solution will best meet the City’s needs for Professional Marketing and Communications Services.

1.2. Definitions.

As used in this RFP, the following terms shall have the meanings set forth below:

Company Project

Environmentally

Minority-owned Business Enterprise/

Post-Consumer

Small Business Enterprise/SBE: Refers to a business enterprise that is certified by the City of Charlotte under Part E of the CBI Policy as meeting all of the requirements for SBE certification.

Specifications and

Woman-owned Business Enterprise/

1.3. Accuracy of RFP and Related Documents.

Each Company must independently evaluate all information provided by the City. The City makes no representations or warranties regarding any information presented in this RFP, or otherwise made available during this procurement process, and assumes no responsibility for conclusions or interpretations derived from such information. In addition, the City will not be bound by or be responsible for any explanation or conclusions regarding this RFP or any related documents other than those provided by an addendum issued by the City. Companies may not rely on any oral statement by the City or its agents, advisors, or consultants.

If a Company identifies potential errors or omissions in this RFP or any other related documents, the Company should immediately notify the City of such potential discrepancy in writing. The City may issue a written addendum if the City determines clarification necessary. Each Company requesting an interpretation will be responsible for delivering such requests to the City's designated representative as directed in RFP Section 2.

1.4. City’s Rights and Options.

The City reserves the right, at the City’s sole discretion, to take any action affecting this RFP, this RFP process, or the Services or facilities subject to this RFP that would be in the best interests of the City, including:

1.4.1. To supplement, amend, substitute, or otherwise modify this RFP, including the schedule, or to cancel this RFP, at any time;

1.4.2. To require any Companies to supplement or clarify its Proposal or provide additional information relating to its Proposals;

1.4.3. To investigate the qualifications, experience, capabilities, and financial standing of each Company submitting a Proposal;

1.4.4. To waive any defect or irregularity in any Proposal received;

1.4.5. To reject any or all Proposals;

1.4.6. To share the Proposals with City employees and contractors in addition to the Evaluation Committee as deemed necessary by the City;

1.4.7. To award all, none, or any part of the Services and enter into Contracts with one or more of the responding Companies deemed by the City to be in the best interest of the City, which may be done with or without re-solicitation;

1.4.8. To discuss and negotiate with any Company(-ies) their Proposal terms and conditions, including but not limited to financial terms; and

1.4.9. To terminate discussions and negotiations with any Company at any time and for any reason.

1.5. Expense of Submittal Preparation.

The City accepts no liability, and Companies will have no actionable claims, for reimbursement of any costs or expenses incurred in participating in this solicitation process. This includes expenses and costs related to Proposal submission, submission of written questions, attendance at pre-proposal meetings or evaluation interviews, contract negotiations, or activities required for contract execution.

1.6. Proposal Conditions.

The following terms are applicable to this RFP and the Company’s Proposal.

1.5.

1.6.

1.6.1. RFP Not an Offer.

This RFP does not constitute an offer by the City. No binding contract, obligation to negotiate, or any other obligation shall be created on the part of the City unless the City and the Company execute a Contract. No recommendations or conclusions from this RFP process concerning the Company shall constitute a right (property or otherwise) under the Constitution of the United States or under the Constitution, case law, or statutory law of North Carolina.

1.6.2. Trade Secrets and Personal Identification Information.

Definition.

Upon receipt by City Procurement, all materials submitted by a Company (including the Proposal) are considered public records except for (1) material that qualifies as “trade secret” information under N.C. Gen. Stat. § 66-152 et seq. (“Trade Secrets”) or (2) “personally identifiable information” protected by state or federal law, to include, but not be limited to, Social Security numbers, bank account numbers, and driver’s license numbers (“Personally Identifiable Information” or “PII”).

Instructions for Marking and Identifying Trade Secrets.

If any Proposal contains Trade Secrets or PII, such Trade Secrets and PII must specifically and clearly be identified in accordance with this Section 1.6.2 by clearly separating them from the rest of the Proposal. For hard copy documents, it must be submitted in a separate, sealed envelope, marked either “Personally Identifiable Information – Confidential” or “Trade Secret—Confidential and Proprietary Information.” For electronic submissions it must also be submitted on a separate flash drive. In both hard copy or electronic format, the confidentiality caption stated above must appear on each page of the Trade Secret or PII materials.

Availability of Proposals to City Staff and Contractors.

By submitting a Proposal, each Company agrees that the City may reveal any Trade Secret materials and PII contained therein to all City staff and City officials involved in the selection process, and to any outside consultant or other third parties who serve on the Evaluation Committee or who are hired or appointed by the City to assist in the evaluation process.

Availability of Proposals via Public Records Requests.

Any person or entity (including competitors) may request Proposals submitted in response to an RFP. Only those portions of RFPs properly designated as Trade Secret or PII are not subject to disclosure. The public disclosure of the contents of a Proposal or other materials submitted by a Company is governed by N.C. Gen. Stat. §§ 132 and 66-152, et seq.

When determining whether to mark materials as Trade Secret, please note the following:

· Entire Proposals may not be marked as Trade Secret

· Pricing may not be marked as Trade Secret The City may disqualify and Company that designates its entire Proposal as a trade secret, or any portion thereof that clearly does not qualify under applicable law as a Trade Secret or PII. Each Company agrees to indemnify, defend, and hold harmless the City and each of its officers, employees, and agents from all costs, damages, and expenses incurred in connection with refusing to disclose any material that the Company has designated as a Trade Secret or PII. This includes an obligation on the part of the Company to defend any litigation brought by a party that has requested Proposals or other information that the Company has marked Trade Secret or PII.

1.6.3. Amendments to RFP.

If the City amends this RFP, addenda will be posted to the City’s Procurement Portal at Professional Marketing and Communication-Services.

Companies are required to acknowledge receipt of each addendum by including the Addenda Receipt Confirmation Form (Section 6, Form 2) with their Proposals.

1.6.4. Proposal Terms Firm and Irreversible.

The signed Proposal shall be considered a firm offer on the part of the Company. The City reserves the right to negotiate price and other terms. All Proposal elements (including all statements, claims, declarations, prices, and specifications) shall be considered firm and irrevocable for purposes of future Contract negotiations unless specifically waived in writing by the City. The Company chosen for award should be prepared to have its Proposal and any relevant correspondence incorporated into the Contract, either in part or in its entirety, at the City's election.

1.6.5. Proposal Binding for 180 Days.

Section 6, Form 3 contains a statement to the effect that the Proposal is a firm offer for one-hundred-eighty (180) calendar day period from the date of the opening. This statement must be signed by an individual authorized to bind the Company. All prices quoted shall be firm and fixed for the full Contract period. The City shall have the option to accept subject to exception by Contract.

1.6.6. Subcontracting.

The Company given contract award shall be the prime contractor and shall be solely responsible for contractual performance. In the event of a subcontracting relationship, the Company shall remain the prime contractor and will assume all responsibility for the performance of the Services that are supplied by all subcontractors. The City retains the right to approve all subcontractors.

1.6.7. Equal Opportunity.

The City has an equal opportunity purchasing policy. The City seeks to ensure that all segments of the business community have access to supplying the goods and services needed by City programs. The City provides equal opportunity for all businesses and does not discriminate against any Companies regardless of race, color, religion, age, sex, and national origin or disability.

1.6.8. Title VI Solicitation Notice: Note: Unless otherwise stated herein, this section is only applicable to purchases made by or on behalf of the Aviation Department.

The City, in accordance with the provisions of Title VI of the Civil Rights Act of 1964 (78 Stat. 252, 42 USC §§ 2000d to 2000d-4) and the Regulations, hereby notifies all bidders or offerors that it will affirmatively ensure that for any contract entered into pursuant to this advertisement, disadvantaged business enterprises or airport concession disadvantaged business enterprises will be afforded full and fair opportunity to submit bids in response to this invitation and no businesses will be discriminated against on the grounds of race, color, national origin (including limited English proficiency), creed, sex (including sexual orientation and gender identity), age, or disability in consideration for an award.Use of City’s Name.

No advertising, sales promotion, or other materials of the Company or its agents or representatives may identify or reference the City in any manner absent the prior written consent of the City.

1.6.9. Withdrawal for Modification of Proposals.

Companies may change or withdraw a previously-submitted Proposal at any time prior to the Proposal due date. Only formal written requests addressed in the same manner as the Proposal and received by the City prior to the Proposal due date will be accepted. The request must be in a sealed envelope that is plainly marked “Modifications to Proposal.” No oral modifications will be allowed. If the Company complies with this Section, after the Proposal due date, the Proposal, will be withdrawn or corrected in accordance with the written request(s).

1.6.10. No Bribery.

In submitting a response to this RFP, each Company certifies that neither it, any of its affiliates or subcontractors, nor any employees of any of the foregoing has bribed, or attempted to bribe, an officer or employee of the City in connection with the Contract.

1.6.11. Exceptions to the RFP.

Other than exceptions that are stated in compliance with this Section and Section 4.1.4, each Proposal shall be deemed to agree to comply with all terms, conditions, specifications, and requirements of this RFP including the Sample Contract language included in Section 7. An “exception” is defined as the Company’s inability or unwillingness to meet a term, condition, specification, or requirement in the manner specified in the RFP including the Sample Contract language included as in Section 7. All exceptions taken must be identified and explained in writing in your Proposal and must specifically reference the relevant section(s) of this RFP. If the Company provides an alternate solution when taking an exception to a requirement, the benefits of this alternative solution and impact, if any, on any part of the remainder of the Company’s solution, must be described in detail.

1.6.12. Fair Trade Certifications.

By submitting a Proposal, the Company certifies that:

· The prices in its Proposal have been arrived at independently, without consultation, communication, or agreement with anyone, as to any matter relating to such prices for the purpose of restricting competition;

· Unless otherwise required by law, the prices quoted in its Proposal have not been knowingly disclosed by the Company and will not knowingly be so disclosed prior to the Proposal due date; and

· No attempt has been made or will be made by the Company to induce any other person or firm to submit or not to submit a Proposal for the purpose of restricting competition.

1.6.13. Companies’ Obligation to Fully Inform Themselves.

Companies or their authorized representatives must fully inform themselves as to all conditions, requirements, and specifications of this RFP before submitting Proposals. Failure to do so will be at the Company’s own risk.

1.6.14. Environmentally Preferable Purchasing.

The City promotes the practice of Environmentally Preferable Purchasing (EPP) in acquiring products or services. Applicable EPP attributes that may be taken into consideration as environmental criterion include the following:

Low volatile organic compounds

Companies able to supply products or services containing any of the applicable environmentally preferable attributes that meet performance requirements are encouraged to offer them in the Proposal. Companies must provide certification of environmental standards and other environmental claims, such as recycled content and emissions data or a formal statement signed by a senior company official.

1.6.15 NCDOT DBE (Disadvantaged Business Enterprise) program.

DBE (Disadvantaged Business Enterprise) program seeks to enhance competition and participation of Minority-owned, Women-owned, and Small Business Enterprises in City contracting. To accomplish this, the City has examined its procurements and set specific DBE participation goals on a contract-by-contract basis.

For analysis purposes, it is important that the City obtain this data not only for minority-owned, women-owned, and small business suppliers and subconsultants, but also for other subconsultants and suppliers. The DBE contract goal for this project is set at 10.0%. Companies should be DBE certified through NCDOT at the time proposals are submitted to be considered towards the forementioned DBE goal percentage.

All prime contractors are required to submit a CATS Form A (Section 6, Required Form 4 of RFP) as part of the bid process, which lists all subcontractors which are anticipated to do work on the project. This form details anticipated spending amounts and percentages the prime contractor intends to spend with each of the subcontractors based upon estimates received.

If a subcontractor fails to meet the above listed DBE goal, they are required to submit Good Faith Efforts (GFE’s) (Form C under ‘Public Files’ in Procurement Portal) documenting efforts used in the attempt to obtain the DBE goal. The GFE’s should be submitted as part of the bid process.

The City would like the company to submit the firms it intends to utilize. Therefore, the Proposer is required to submit Section 6, Form 4 from the RFP. Failure to submit this form with the proposal shall render the proposal non-responsive.

Companies can reference the ‘DBE Provisions and Forms’ section of the Sample Contract in Section 7 of the RFP for more information, with the following link also added for reference Doing Business with CATS as a DBE/CBI-MWSBE - Charlotte Area Transit System.

Section 1 Introduction and General Information

2. Procurement Process.

This Section 2 contains information about the procurement process for this Project.

2.1. Schedule and Process.

The following chart shows the schedule of events for the conduct of this RFP. The key events and deadlines for this process are as follows, some of which are set forth in more detail in the Sections that follow:

SEPTEMBER 25 , 2025 –

OCTOBER 1, 2025

Evaluation. The Evaluation Committee will assess each Proposal and conduct evaluation activities with Companies.

Interviews, if needed, will be (TBD by project managers)

2.2. Interpretations and Addenda.

There is one way to ask questions about this RFP: (1) submit a question through the Vendor Discussion section on the Procurement Portal by the deadline of SEPTEMBER 18, 2025. Other than this permitted method, Companies should refrain from contacting City staff prior to the Proposal due date. The City is not bound by any statements, representations or clarifications regarding this RFP other than those provided in writing by the Procurement Officer.

2.3. Submission of Proposals.

Proposals must be in the format specified in Section 4 of this RFP by SEPTEMBER 25, 2025 on or before but no later than 3:00 p.m. (EST).

When received, all Proposals and supporting materials, as well as correspondence relating to this RFP, shall become the property of the City. Proposals sent by fax or email will not be accepted.

Do not arrive at City Procurement on the Proposal due date for the purposes of reviewing your competitors’ Proposals. The Proposals will not be read aloud or made available to inspect or copy until any trade secret issues have been resolved. All Proposals will be time-stamped upon receipt and held in a secure place until opening.

2.4. Correction of Errors.

The person signing the Proposal must initial erasures or other corrections in the Proposal. The Company further agrees that in the event of any obvious errors, the City reserves the right to waive such errors in its sole discretion. The City, however, has no obligation under any circumstances to waive such errors.

2.5. Evaluation.

As part of the evaluation process, the Evaluation Committee may engage in discussions with one or more Companies. Discussions might be held with individual Companies to determine in greater detail the Company’s qualifications, to explore with the Company the scope and nature of the required contractual Services, to learn the Company’s proposed method of performance and the relative utility of alternative methods, and to facilitate arriving at a Contract that will be satisfactory to the City.

The City may in its discretion require one (1) or more Companies to make presentations to the Evaluation Committee or appear before the City and/or its representatives for an interview. During such interview, the Company may be required to orally and otherwise present its Proposal and to respond in detail to any questions posed. Additional meetings may be held to clarify issues or to address comments, as the City deems appropriate. Companies will be notified in advance of the time and format of such meetings.

Since the City may choose to award a Contract without engaging in discussions or negotiations, the Proposals submitted shall state the Company's best offer for performing the Services described in this RFP.

2.6. Contract Award by Council.

As soon as practical after opening the Proposals, the name of the apparent successful Company will be submitted to the Council for final approval of award and the Procurement Officer will provide Contract documents to the Company. In the event the Council approval is not received within one hundred eighty (180) calendar days after opening of the Proposals, the Company may request that it be released from the Proposal.

2.7. Vendor Inclusion.

The City’s vendor management philosophy supports a fair, open, and inclusive process that offers the same access and information to all Companies. Although Companies are not required to be registered in the City’s vendor registration system prior to submitting a Proposal, in order to execute a contract with the City and receive payment from the City, all Companies must register with the City’s vendor registration system.

Your registration provides the City with baseline information for your company including location, contact and demographic information, as well as your areas of expertise with specific commodity and/or service descriptions. You will also have the opportunity to complete any applicable certifications if your company desires to establish itself as an SBE, MBE, or WBE. The URL address below will provide you with the opportunity to complete your registration on-line with the City.

http://charlottenc.gov/vendors Section 2 Procurement Process

3. SCope of PROFESSIONAL MARKETING AND COMMUNICATIONS-Services

GENERAL SCOPE

Overview:

The Charlotte Area Transit System (CATS) seeks to engage a full-service marketing and public relations firm that can supplement CATS' internal resources by providing specialized expertise in areas such as general marketing, public relations, digital communications, community engagement, event planning, and crisis communications. The services are aimed at promoting CATS’ services, engaging with the community, and enhancing the public's perception and use of public transit in the Charlotte-Mecklenburg area.

The firm(s) should have experience and be prepared to assist in disciplines such as strategic and targeted marketing, graphic design, website design and/or management, photography, social media, public relations and affairs, crisis communications, copywriting, script development for radio or television promotional commercials, media placement, branding, printing, and/or special events.

Contract Duration:

The initial term of the contract will be three (3) years, with the possibility of three (3) additional, one-year renewals based on performance, evolving agency needs, and mutual agreement.

Key Objectives:

The selected firm(s) will be expected to contribute toward achieving the following goals:

· Build Community Engagement and Support

· Communicate the CATS Story and Value Proposition

· Increase Fixed-Route Ridership

· Strengthen Brand Identity and Visibility

· Measure near real-time brand perception and public sentiment Specific objectives include:

· Promote ridership growth through creative campaigns.

· Enhance brand visibility and trust in CATS.

· Support outreach efforts to keep the public informed and involved.

· Deliver consistent, transparent communications.

· Track, measure, and optimize campaign impact.

· Expand internal and external communication efforts.

· Foster business partnerships in untapped markets.

· Enhanced understanding of bran perception and customer satisfaction

· Earlier and ongoing detection of public sentiment shifts, emerging issues and crises

Scope of Services:

1. Strategic Marketing and Advertising

· Develop and implement integrated marketing campaigns across print, digital, social, direct mail, events, and broadcast.

· Create paid media strategies including planning, buying, placement, and performance tracking.

· Produce creative assets (examples: graphics, copy, videos, radio/TV scripts).

2. Targeted Marketing Design and execute targeted marketing campaigns for key audiences:

Section 3 Scope of Services

· Employers

· Uptown workers

· Students (college and secondary)

· Commuters

· People with disabilities

· Low-income families

· Tourists and special event attendees

· Riders of specific CATS services

3. Strategic Communications

· Executive and internal communications

· Agency-wide key message development, dissemination, discipline, & coordination

· Employee engagement campaigns

· Newsletters and stakeholder updates

· Communication for foundational and organizational initiatives

4. Community Outreach

· Develop and execute outreach strategies and presentations.

· Assist in the creation of presentations for public hearings, job fairs, trade shows, events, and stakeholder meetings.

· Produce outreach materials including flyers, presentations, and signage.

· Solicit and incorporate community feedback on projects and services.

· Recommend outreach approaches for service changes or expansions.

5. Public Relations

· Develop and execute public relations strategies for media engagement for crisis events and natural disasters.

· Write and distribute press releases.

· Identify and secure speaking opportunities and appearances.

· Manage media relations during emergencies and planned events.

· Organize and execute press conferences.

· Experience with IAP2 standards.

6. Digital and Social Media Management

· Create and manage content for CATS' website, social media, and newsletters.

· Support website development and maintenance.

· Implement SEO and SEM strategies to increase digital visibility.

· Monitor engagement metrics and optimize accordingly.

7. Crisis Communications and Issues Management

· Develop and maintain crisis communication plans.

· Provide real-time support during emergencies and high-profile incidents.

· Coordinate clear messaging during service disruptions or disasters.

8. Research, Analysis, and Reporting

· Conduct market research, surveys, and focus groups.

· Analyze ridership and public sentiment data utilizing advanced anaylical tools for efficiencies, e.g. AI.

· Provide monthly, quarterly, and annual campaign performance reports, ROI analytics, and KPI’s.

9. Website Design and Content Creation Services

· Create new website or enhancements to existing website.

· Web content (Images, graphic buttons, interactive transit maps and timetables).

10. Additional Deliverables The firm(s) may be required to:

· Attend internal CATS staff meetings and executive briefings.

· Participate in CATS board, public, and stakeholder group meetings.

· Support planning and emergency response coordination sessions.

Agency Qualifications:

Proposals should demonstrate the following:

· Relevant experience with public sector, transit, or transportation marketing.

· Familiarity with financially constrained public agency environments.

· Proficiency in executing integrated marketing and communication strategies.

· Expertise in machine learning, natural language processing and data analytics.

· A proven record of driving public engagement and increasing ridership.

· Knowledge of Mecklenburg County and the municipalities in the service area, demographics, media and governance.

Ownership Of Material:

Ownership of all data, material, and documentation, originated and prepared for CATS pursuant to this contract shall belong exclusively to CATS. All designs, including photographs and any other products that are part of the design resulting from this contract shall become the property of CATS and shall be provided upon request. In accordance with the terms of any resulting agreement, CATS will have unlimited right and use of all artwork and products. Firms will provide monthly billings and reports on the status of all projects.

4. Proposal CONTENT AND format.

The City desires all Proposals to be identical in format in order to facilitate comparison. While the City’s format may represent departure from the Company’s preference, the City requires strict adherence to the format. The Proposal will be in the format described below:

A. Proposal letter;

B. Executive Summary C. Work Experience and Demonstrated Results D. Qualifications of the Team and Proposed Personnel E. Work Plan/Project Approach F. Cost Proposal G. Required Forms

1) The “Request for Proposal Acknowledgement” set forth in Section 6, Form 1

2) The “Addenda Receipt Confirmation” set forth in Section 6, Form 2;

3) The “Proposal Submission” set forth in Section 6, Form 3;

4) The “List of Subcontractors/Suppliers Form” set forth in Section 6, Form 4;

5) The “Company’s Background and Experience” form set forth in Section 6, Form 5;

6) The “References” form set forth in Section 6, Form 6;

7) The Certification Regarding Debarment set forth in Section 6, Form 7;

8) The “Byrd Anti-Lobbying Certification” set forth in Section 6, Form 8;

H. Exceptions to the Remainder of the RFP, including the Sample Contract in Section 7.

Companies are required to organize the information requested in this RFP in accordance with the format and instructions outlined above and detailed below. Failure to do so may result in the City, at its sole discretion, deeming the Proposal non-responsive. The Company, however, may reduce the repetition of identical information within several sections of the Proposal by making the appropriate cross-references to other sections of the Proposal. Appendices for certain technical or financial information may be used to facilitate Proposal preparation.

4.1. Proposal Content.

4.1.1. Proposal Letter.

The Proposal must include a letter of transmittal attesting to its accuracy, signed by an individual authorized to execute binding legal documents. The cover letter shall provide the name, address, telephone and facsimile numbers of the Company along with the name, title, address, email address, and telephone numbers of the executive that has the authority to contract with the City. The cover letter shall present the Company's understanding of the Project and a summary of the approach to perform the Services.

4.1.2. Executive Summary - Summarize in general terms the following:

· Proposer's knowledge, skill and experience in successfully performing past contracts of a similar nature and complexity;

· Experience and capabilities of the Proposer's planned team, including identification of members of the team and the knowledge, skill and experience of the Proposer's key personnel;

· Proposer's ability to manage performance of the scope of work in light of the Proposer's other contracts; and

· Proposer's understanding of the Services to be performed, CATs requirements and objectives,and the Proposer's planned approach to providing the Services in a manner satisfactory to CATS.

4.1.3. Work Experience and Demonstrated Results

· Discuss the Proposer's experience in developing, implementing and reporting results for the different elements of the scope of work.

· Demonstrate Proposer’s relevant experience working for a municipal or national transportation agency or transportation company (bus, rail, airline) or major U.S. or international consumer brand providing service similar to that required for the discipline.

· Please complete and submit the List of Current Contracts and any other contracts of similar nature and complexity your firm has performed within the last five (5) years, Indicate the current status of each contract and provide references and point of contact information for each contract.

· Discuss the role and relevant experience and capability of the firms on the Prime Contractor's Team

· List each subcontractor member of the team. Identify DBE firms, clearly define each team member's role and responsibilities, their expertise in the specific discipline/services, years with the firm.

· Include references for related work performed within the last five (5) years for each subcontractor member of the team.

· Discuss Proposers capacity and capability to meet the scale and complexity of the marketing communications work required in this RFP and to quickly mobilize a large team especially for event and experiential activations and social media management and monitoring disciplines.

· This includes diverse specialists and support staff who can handle large volumes of work in a compressed period of time efficiently.

· Discuss the ability to produce large numbers of creative materials and assets (print, digital, video) in multiple languages. Agencies/consultancies must possess robust translation and localization capabilities to ensure accurate and culturally relevant content across different markets and be able to produce materials in all formats from paper brochures to station signage.

4.1.4. Qualifications of the Team and Proposed Personnel

· Present an organization chart showing the proposed key personnel for each discipline.

· Provide resumes of key personnel showing education, work experience and other credentials appropriate to performing the scope of work. Resumes may not exceed one page per resume. Include a discussion of other commitments of key personnel and how these commitments will affect their availability for performing the required scope of work.

· Discuss the team¿s structure and clearly define each team member’s role and responsibilities, their expertise in the specific discipline, years with the firm and availability.

· Discuss the proposed Project Manger/Account Lead's relevant prior experience working with national companies and/or brands and managing a municipal or national transportation company, leading a travel and hospitality brand, or major U.S. consumer brand client.

· Discuss the Project Manager/Account Lead’s relevant project management skills and ability to manage multiple workstreams to keep assignments/projects running on time and on budget.

4.1.5. Work Plan/Project Approach

· Discuss Proposer’s knowledge and understanding of the Scope of Services, CAT’s objectives, requirements and expected outcomes for the proposed discipline.

· Discuss Proposer’s proposed approach to complete tasks identified under each discipline.

· Discuss Proposer’s capability and flexibility to operate under tight deadlines, including during evenings and weekends, to meet project milestones.

4.1.6. Cost Proposal

As part of the cost proposal, Proposer’s should outline the following:

- Identify all staff positions by person and fully loaded rates with all direct salaries and general overhead.

- Identify the rates/units cost of services outlined in the Scope of Services in Section 3 of this RFP.

- Identify any costs to utilize software platforms being proposed.

4.1.7. Required Forms.

To be deemed responsive to this RFP, Companies must complete, in detail, all Proposal Forms listed in this Section 4, items numbered C through J.

4.1.8. Exceptions to the RFP.

Exceptions must be submitted in accordance with Section 1.6.12 of this RFP. If exceptions are not identified in your Proposal they may not be considered during Contract negotiation and could result in Proposal being rejected from further consideration. If legal counsel needs to review the Sample Contract prior to signature, reviews must be completed before your Proposal is submitted.

The City intends to enter into a City-drafted Contract with the successful Company that contains the terms and conditions set forth in Section 7 (“Sample Terms”). The number and extent of any exceptions and proposed additions to the Sample Terms will be one of the City’s evaluation criteria.

Accordingly, each Company must state specifically in its Proposal any exceptions to the Sample Terms, or any such exceptions will be waived. Any Company-proposed additional terms or conditions must also be included in the Proposal, and the City reserves the right to refuse consideration of any terms not so included. Any proposed changes to the Sample Terms after tentative contract award may constitute a material change to the Company’s Proposal and be grounds for revoking the award.

Notwithstanding the foregoing, the City reserves the right to modify the Sample Terms prior to or during contract negotiations if it is in the City’s best interest to do so.

Section 4 Proposal Content and Format

5. proposal evaluation criteria.

Proposals will be evaluated based on the Company's ability to meet the performance requirements of this RFP. This section provides a description of the evaluation criteria that will be used to evaluate the Proposals. To be deemed responsive, it is important for the Company to provide appropriate detail to demonstrate satisfaction of each criterion and compliance with the performance provisions outlined in this RFP. The Company’s Proposal will be the primary source of information used in the evaluation process. Proposals must contain information specifically related to the proposed Services and requested herein. Failure of any Company to submit information requested may result in the elimination of the Proposal from further evaluation.

Proposals will be assessed to determine the most comprehensive, competitive and best value solution for the City based on, but not limited to, the criteria below. The City reserves the right to modify the evaluation criteria or waive portions thereof. Proposals will be evaluated on the following major categories:

a. Work Experience and Demonstrated Results

b. Qualifications of the Team and Proposed Personnel

c. Work Plan/Project Approach ;

d. Cost Proposal;

e. Disadvantaged Business Enterprise (DBE) Inclusion Efforts; and

f. Acceptance of the Terms of the Contract

5.1. Work Experience And Demonstrated Results

For each element of the scope of work in the RFP, the proposal shall document the proposer’s experience in developing, implementing and reporting results for each discipline/service. Proposers should have experience working for a municipal or national transportation agency or transportation company (bus, rail, airline) or major U.S. or international consumer brand.c.

The scale and complexity of the marketing communications work required in this RFP necessitate firms capable of quickly mobilizing a diverse team of specialists and support staff who can handle large volumes of work in a compressed time period efficiently.

5.2. Qualifications of the Team and Proposed Personnel

The team structure should clearly define each team member’s role and responsibilities, their expertise in the specific discipline, years with the firm and percentage of their time dedicated to CATS.

The proposed Project Manager/Account Lead should have prior relevant experience working with and managing a municipal or national transportation company, leading a travel and hospitality brand, or major U.S. consumer brand client.

The proposed Project Manager/Account Lead must have strong project management skills and be able to manage multiple workstreams to keep assignments/projects running on time and on budget.

5.3. Work Plan/Project Approach

The proposal should clearly demonstrate knowledge and understanding of the Scope of Work, CAT’s objectives, requirements and expected outcomes for the various services.

Demonstrates innovation, creativity, and effectiveness of approach for the requested services.

Agencies/consultancies need to be flexible and able to operate under tight deadlines, including during evenings and weekends, to meet project milestones.

5.4. Cost Proposal

· Reasonableness and competitiveness of outlined costs

· Reasonableness of unit price

5.5. Disadvantaged…