250036_PP_idedits.docx
DOCX document 47 KB Posted
- Solicitation number
- 250036
- Issued by
- Orange County, California
About this file
This is a project description document for the Orange County Transportation Authority (OCTA) in California regarding the OC Streetcar Ridership Marketing and Customer Communications Program. The document outlines the scope of work for qualified consultants to develop and implement a comprehensive marketing and customer communications strategy designed to drive ridership and awareness for the OC Streetcar service. The project encompasses a two-year initial contract term with a total budget allocation of $200,000. The scope includes developing marketing materials, customer communication strategies, ridership promotion campaigns, and related deliverables to support the OC Streetcar's operational success and market penetration within Orange County.
The pricing structure allocates $200,000 across the two-year initial contract period, with potential for renewal options or extensions to be negotiated based on performance and available funding. The project is funded through OCTA's transportation authority budget and is intended to establish baseline marketing and communications programs during the initial term. This engagement represents OCTA's commitment to building customer awareness and increasing ridership through professional marketing and communications expertise, with deliverables and performance metrics to be defined through the consultant selection and contracting process.
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Text version
INTEROFFICE MEMO
Procurement Plan, RFP 250015
October 13, 2025
To: Ryan Armstrong, Department Manager, OCTA Marketing and Customer Engagement
From: Michael Cardozo, Contract Administrator, CAMM
Subject: PROCUREMENT PLAN - RFP 250036, “OC STREETCAR RIDERSHIP MARKETING AND CUSTOMER COMMUNICATIONS PROGRAM”
Please review the procurement plan for the subject RFP and advise your concurrence with the evaluation criteria and contract elements. Include suggested evaluation team members and/or comments.
Procurement Type: |X| RFP |_| IFB
Justification:
A Request for Proposals (RFP) procurement type is applicable because there are multiple factors for selection to be considered beyond cost.
Evaluation Criteria:
| PROPOSAL |
| WEIGHT |
| Qualifications of the Firm |
| 30% |
| Staffing/Project Organization |
| 20% |
| Work Plan |
| 25% |
| Cost |
| 25% |
Justification: The standard 25 percent for each criterion was not used for this procurement. Qualifications of the firm is weighted at 30 percent to ensure firms have prior experience performing similar services. Work plan and project organization and cost are weighted at 25 percent each as the firm must as the firm must demonstrate it has the understanding associated with this project in order to complete the tasks required under the scope of work and that rates remain competitive, so OCTA receives value for the services provided. Staffing/Project Organization is weighted at 20 percent demonstrate it has the requisite personnel for this project.
Contract Type: |X| Time & Expense |_| CTO-Based |_| Firm Fixed Price
Justification: (Explain the rationale for using the particular contract type):
The contract type is time-and-expense because firms are requested to propose hourly rates for the services specified in the Scope of Work. The RFP does not have a specific Scope of Work detailing individual tasks. Therefore, a firm-fixed price contract cannot be used.
| Retention: |
| |_| Yes |
| |X| No |
| |_| N/A |
| Prevailing Wages: |
| |_| Yes |
| $ |
| |_| No |
| |X| N/A |
| Liquidated Damages: |
| |_| Yes |
| $ |
| |_| No |
| |X| N/A |
Procurement Schedule: |X| Attached
Suggested Evaluation Team Members:
Internal Evaluators:
Ryan Armstrong, Department Manager, OCTA Marketing and Customer Engagement
Tresa Oliveri, Principal Community Relations Specialist, Public Outreach
Kelly Hart, Director, COOOperations
Contract Term: Two (2)-year term, with one two (2)-year Option term
Funding Source: |_| Local |_| Measure M |X| FTA |_| FHWA
Dollar Amount: |X| Initial Term $200,000.00 Comment by Iris Deneau: Add the dollar amount for the option term
Does the initial and option term amounts exceed $500k?
Independent Cost Estimate Received: |X| Yes |_| No
Requisition Received: |X| Yes Req. R000728
DBE Goal: |_| Yes |X| No
Project Manager Concurrence:
| _________________________________________ | ______________ | |
| Ryan Armstrong, Department Manager, OCTA Marketing and Customer Engagement | Date |
CAMM Section/Department Manager Concurrence:
| _________________________________________ | ______________ | |
| Iris Deneau, Section Manager, Procurement | Date |
Revised: 05/09/2018 Revised: 05/09/2018 image1.png
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