250036_ICE.pdf
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- Solicitation number
- 250036
- Issued by
- Orange County, California
About this file
OC Streetcar Ridership Marketing and Customer Communications Program - Scope of Work
This is a Scope of Work document for the Orange County Transportation Authority (OCTA) in California, outlining requirements for the OC Streetcar Ridership Marketing and Customer Communications Program. The project seeks qualified consultants to develop and implement a comprehensive marketing and customer communications strategy to support the OC Streetcar system. The consultant will be responsible for conducting market research, developing marketing materials, managing social media campaigns, creating customer communication plans, and measuring program effectiveness through ridership metrics. The initial contract term is two years with a total budget of $200,000, potentially allowing for renewal options subject to performance and funding availability.
The pricing structure allocates $200,000 across the two-year initial term, with specific budget breakdowns available for different service categories including marketing campaign development, communications materials, digital media management, and ridership analysis. The project requires the selected consultant to demonstrate experience in transit marketing, understanding of local Orange County demographics, and proven ability to increase ridership through targeted outreach. The consultant must coordinate with OCTA staff, provide regular progress reports, and deliver measurable results in ridership growth and customer awareness metrics. Deliverables include quarterly marketing reports, social media content calendars, customer communication materials, and final program evaluation documenting outcomes and recommendations for future marketing efforts.
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Text version
INDEPENDENT COST ESTIMATE (ICE)
FA-CAMM-006.docm (09/25/15) Page 1 of 3
INSTRUCTIONS
Complete and submit all three pages to Contracts Administration & Materials Management (CAMM), along with your requisition and scope of work. CAMM will not start the procurement until all three documents have been received.
PART I – GENERAL INFORMATION
SHADED AREA FOR PROCUREMENT USE ONLY
Assigned Buyer No.:
D/M/WBE%:
Project Description: To secure a vendor to provide marketing service for OC Streetcar needs
Purchase Requisition No.: R000728
New Contract / Procurement
Contract Amendment Current IFAS Printout Contract / PO No.:
(Required for Amendments)
Contract Task Order
Option Term
Date:
Requestor: Ryan Armstrong Marketing Manager Phone Ext.:
Name Title
Signature:
Cost Estimate: $ 200,000 (include shipping, handling and taxes, if applicable)
PART II – ESTIMATE GUIDE
Please substantiate the estimate using the following information.
Estimate Type Items to Include Where to Find Supporting Information
Services (Other than A&E)
1. Tasks you want done
2. Types of people needed (i.e., supervisor, administrative assistant, other)
3. Positions required (i.e., Project Manager, Deputy PM, Senior Engineer / Planner, other)
4. Estimated hours by position
5. Salary / billing rates applied
6. Prevailing wage rate category applied
7. Profit / applied fee
8. Direct expenses
9. Completion schedule
1. Current or past contracts for similar services
2. Other properties / departments doing similar work
3. Historical price and cost data
Estimate Guide Continued
Ryan Armstrong 7/14/25
FA-CAMM-006.docm (09/25/15) Page 2 of 3
Estimate Type Items to Include Where to Find Supporting Information
Architects, Engineers, Designers
1. Tasks you want done
2. Types of people needed (i.e., engineers, administrative assistant, other)
3. Positions (Project Manager, Deputy PM, Senior Engineer / Planner, other)
4. Estimated hours by position
5. Salary / billing rates applied
6. Profit / applied fee
7. Overhead rate (%)
8. Direct expenses
9. Completion schedule
1. Current or past contracts for similar services
2. Other properties / departments doing similar work
3. Historical price and cost data
Goods/Equipment 1. Product needed
2. Quantity
3. Unit price
4. Markups, overhead, profit
5. Delivery schedule desired
6. Warranty
1. Vendor survey / market survey
2. Current or past contracts for the same or similar product
3. Historical price and cost data
4. Various published indices
Construction 1. Product needed
2. Labor (at a minimum use Davis Bacon)
3. Materials
4. Bonds
5. Insurance
6. Mobilization
7. Equipment
8. Markups, fringes, overheads, profit
9. Completion schedule
1. “Means Book”
2. “Blue Book”
3. Davis Bacon wage rates / prevailing wages
4. Current or past contracts for the same project
5. Historical price and cost data
Additional Information: Pricing is similar to existing contract #C-2-2333 with 5% escalation
FA-CAMM-006.docm (09/25/15) Page 3 of 3
PART III – INDEPENDENT COST ESTIMATE
Using the information provided in Part II, prepare the ICE for your procurement.
Use any or all of the categories listed below.
Prepared By: Date:
Signature:
DESCRIPTION OF COST ELEMENTS
1. DIRECT LABOR
(List of Labor Categories) Estimated
Hours Rate Per Hour ($)
Estimated Cost ($)
Total Est.
Cost ($)
Project Manager 250 $ 136.50 $ 34,125.00 Creative Director 380 $ 141.75 $ 53,865.00 Account Coordinator 152 $ 94.50 $ 14,364.00
$ 0.00 $ 0.00 $ $ 0.00
$ $ 0.00 Total Direct Labor: $ 102,354.00
2. OVERHEAD
Rate (%)
(use decimal input)
Total Labor ($)
Estimated Cost ($)
Total Est.
Cost ($)
% $ 102,354.00 $ 0.00 $ 0.00
3. MATERIALS/SERVICES (Excluding Information Technology [IT]) Estimated Cost ($)
Total Est.
Cost ($)
Photography $ 30,000.00 $ 30,000.00
4. INFORMATION TECHNOLOGY SUPPORT Estimated Cost ($)
Total Est.
Cost ($)
Total IT Support: $ 0.00
5. TRAVEL Estimated Cost ($)
Total Est.
Cost ($)
$ $ 0.00
6. SUBCONTRACTOR(S) / CONSULTANT(S) Estimated Cost ($)
Total Est.
Cost ($)
Total Subcontractor(s) / Consultant(s): $ 0.00
7. OTHER DIRECT COSTS Estimated Cost ($)
Total Est.
Cost ($)
Event Planning & Execution, graphic design, media planning, copywriting $ 67,646.00 $ 67,646.00
8. TOTAL ESTIMATED COST: $ 200,000.00
Ryan Armstrong Ryan Armstrong
Ryan Armstrong 7/14/25
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