262858MM_Project_Documents.pdf

REQUEST FOR PROPOSALS (“RFP”) – PART I

RFP Template Revised 02/10/25 Page 1 of 5

RFP #: 262858MM RFP TITLE: MARKETING SERVICES FOR PUBLIC TRANSIT

1.0 PURPOSE

Sarasota County (“County”), a political subdivision of the State of Florida, will receive proposals on the date indicated in OpenGov Procurement (OpenGov), the County’s electronic procurement portal, for the purpose of selecting a qualified Proposer to provide marketing services including market research, refinement of marketing objectives and audiences, and development and implementation of a comprehensive five-year marketing plan for Breeze public transit services.

Proposers are required to comply with Part II, Scope of Services.

OpenGov is located at https://procurement.opengov.com/portal/scgov

2.0 PROPOSER

2.1 For the purpose of this RFP, the term “Proposer” is defined as the legal entity submitting a proposal.

2.2 Proposers intending to submit a bid as a joint venture with another company must provide documentation attesting to the formation of that joint venture with their submittal. For purposes of this solicitation, all vendors who make up the joint venture will be considered together as the Proposer.

3.0 QUALIFICATIONS

3.1 The Proposer must demonstrate experience providing marketing research, planning, design/production, execution, and management.

3.2 Preferred Qualifications

3.2.1. The Proposer demonstrates experience providing marketing services to public transit.

4.0 MEETINGS & SCHEDULE

An anticipated schedule is provided in the Timeline posted in OpenGov. All meetings will take place at the time, date, and location specified in the solicitation Timeline. Short-listed Proposers should be prepared to attend presentations and/or interviews either in Sarasota, Florida or virtually, at the County’s discretion.

5.0 SUBMITTAL INSTRUCTIONS

Refer to Submittal Instructions section in OpenGov for instructions on how to submit a proposal. Proposers are advised to review the General Terms and Conditions of Solicitations which are available in OpenGov.

6.0 VENDOR QUESTIONNAIRE

6.1 All proposers must complete the required forms and information included in the Vendor Questionnaire section of OpenGov. Completed forms and other requested documents must be uploaded with proposer’s submittal in OpenGov. Proposers who fail to complete and upload required forms and documents or fail to provide responses to questions in the Vendor Questionnaire section of OpenGov may be found non-responsive.

https://procurement.opengov.com/portal/scgov

RFP Template Revised 02/10/25 Page 2 of 5

6.2 Grant Documents

6.2.1. This project includes Federal Transportation Administration (FTA) and/or Florida Department of Transportation (FDOT) grant funding.

All applicable grant documents will be included in OpenGov. Grant documents that require Proposer’s signature will be available in the Vendor Questionnaire section.

7.0 WRITTEN PROPOSALS

The information requested in each section below will be used by the evaluation committee to evaluate and score written proposals. All proposal documents must be submitted in the Vendor Questionnaire section in OpenGov in the format requested.

7.1 Qualifications

7.1.1. Single page Letter of Interest summarizing Proposer’s

qualifications.

7.1.2. Resumes of key personnel, including subcontractors, demonstrating individual qualifications and experience

7.2 Experience

7.2.1. Narrative – Provide a narrative that describes the Proposer’s experience, including, but not limited to the number of years in business, pertinent capabilities, and evidence of experience and resources necessary to successfully provide the requested services.

7.2.2. Customer List - Provide a list of customers who have been provided services similar to the services described in this RFP in the last 5 years. Customer list should include contact information for a minimum of 1 and a maximum of 10 customers. At a minimum, include customer name, a brief description of services provided, contract start and end dates, and the name, email, and telephone number of a contact person who can verify information. When possible, include the dollar value of the contract. If unable to provide detailed information regarding private sector customers due to confidentiality concerns, provide as much information as possible for those customers.

7.3 Approach

7.3.1. Project Approach - Provide a detailed project approach, including the proposed strategy for providing the requested services.

Anticipated resources, including, but not limited to, staffing levels, technology and equipment should be provided.

7.3.2. Schedule/Timeline – Provide a graphical representation of the proposed schedule/timeline indicating major milestones and deliverables.

7.3.3. Organization – Provide an organizational chart identifying all key personnel and their role in the providing the requested services.

RFP Template Revised 02/10/25 Page 3 of 5

7.4 Compensation

Provide a description of the total costs associated with this scope of work.

Compensation methods shall include hourly rates and detail all direct expense costs for all anticipated services.

8.0 SELECTION PROCESS

8.1 Written Proposals

8.1.1. All timely responses meeting the criteria set forth in this RFP shall be considered by the County.

8.1.2. Written proposals will be evaluated and scored using the evaluation criteria in the Evaluation Criteria section of OpenGov.

8.1.3. Only proposers who submit required documentation will be eligible to receive Local and American Preference points.

8.1.4. When evaluating written proposals, the evaluation committee will use the scale below to score each criterion. Only whole numbers are to be used when scoring. Scores will be given weight as indicated in the evaluation criteria in OpenGov.

Score Description

5 Excellent

4 Very Good

3 Good

2 Satisfactory

1 Unsatisfactory

0 N/A

8.2 Presentations

8.2.1. If any member of the evaluation committee requests presentations, presentations shall be scheduled.

8.2.2. If presentations are requested or required, the evaluation committee shall determine the number of Proposers to be short-listed for presentations prior to scoring. The format of presentation will be determined by the County and may consist of presentations, interviews, or a combination of presentations and interviews.

Presentations will be required from no fewer than the three highest scoring Proposers (or all responsive and responsible Proposers if there are 3 or fewer) under the following circumstances.

1. The estimated costs of services are in excess of $350,000 (either annually or for the total project); or

RFP Template Revised 02/10/25 Page 4 of 5

2. Scoring results in 5 points or less between the highest scoring proposer and the 2nd highest scoring proposer; or

3. The solicitation documents specify that presentations or interviews will be required.

4. The Procurement Official has determined that presentations are required for this solicitation.

If this box is checked, the Procurement Official has determined that presentations are required for this solicitation

8.3 Ranking

Following presentations, the evaluation committee will rank the short-listed proposers. The ranking shall be based on the written proposals, clarifications (if any), and information presented during presentations.

8.4 Evaluation Committee Recommendation of Award

8.4.1. If presentations are not requested or required, the evaluation committee will recommend the highest scoring Proposer for award.

8.4.2. If presentations are requested or required, following presentations the evaluation committee will rank the short-listed Proposers, and recommend the first ranked Proposer for award.

9.0 AWARD

9.1 It is the intent of the County to award a contract to the Proposer who, in the sole opinion of the evaluation committee is most qualified to provide the scope of services required and will provide the best value to the County.

9.2 The County reserves the right to contract for a term less than or greater than the duration indicated in OpenGov.

9.3 The successful Proposer(s) shall be required to submit proof of licenses or certifications as required by the County.

9.4 In the event of a tie, the RFP tie-breaking procedures identified in the Sarasota County Procurement Manual will apply. To be considered, tied Proposers will be required to provide documentation certifying they have implemented a drug-free workplace program meeting the requirements stipulated in Section 287.087, Florida Statutes. Documentation must be provided within the time specified by the County at the time of request.

9.5 Preferences

Proposers wishing to be considered for Local Business Preference or American Business Preference must complete and submit a Local & American Business Certification Form with their submittal. The Local & American Business Certification Form can be found in the Vendor Questionnaire section of OpenGov.

In awarding this RFP, preference shall be given to local businesses and American businesses in accordance with Section 2-215 of the Sarasota

RFP Template Revised 02/10/25 Page 5 of 5

County Procurement Code.

Local and American business preferences do not apply to the award of this RFP, due to Grant funding requirements

9.6 Contract

A draft of the contract that the successful Proposer(s) will be expected to sign (a Consulting Services Agreement) is posted on the Procurement website, shown below. The County may, in its sole discretion, select a different contract type or make revisions to the one referenced above following the recommended award of this solicitation.

https://www.scgov.net/government/procurement/contract-templates

10.0 CHANGES IN KEY PERSONNEL

10.1 A change in the key personnel of a short-listed firm after the submission of the response to this RFP could result in reconsideration of the scoring of applicable evaluation criteria, at the sole discretion of the County.

10.2 Any changes in the key personnel of a short-listed firm should be brought to the attention of the County as soon as possible after the change is made.

The changes, the reasons for the changes, and resumes for the individuals being substituted for an individual identified in the response, must be submitted, prior to oral presentations, to the Procurement Analyst identified on the Solicitation Summary.

10.3 Decreases in scoring may result from the reconsideration of changes in the key personnel of a short-listed firm. No increases in scoring will result from the reconsideration of changes in the key personnel of a short-listed firm.

10.4 After award of a contract, the successful Proposer shall not be allowed to substitute key personnel named in this response, including subcontractors, without the prior written permission of the County. Substitution may, in the sole opinion of the County, be grounds for cancellation of selection, or termination of contract.

https://www.scgov.net/government/procurement/contract-templates

PART II

SCOPE OF SERVICES

Revised 10/07/20 Part II - Page 1 of 4 Prepared by Transit Department

1. ACTIVITIES

A. Marketing Research, Plan and Calendars

i. Conduct Annual Market Research

a. Employ similar methodology to build upon the market research conducted in 2025. The 2025 Marketing Benchmark Report is attached hereto as Attachment A.

b. Evaluate the impacts of previous rebranding/marketing efforts.

Focus Areas include: the community’s awareness, perception, and likelihood of using local public transit.

c. Present findings from both primary and secondary sources in an annual market research report.

1. Primary Source: Consultant shall conduct survey design, hosting, promotion, collection, and analysis, with a 95% confidence level within defined subsets.

2. Secondary Sources:

• Formal review and interpretation of industry and community publications identified by Breeze staff, and

• Formal content analysis of third-party articles, news productions, posts, and/or user comments related to Breeze Transit, as provided by the County for Consultant review.

d. The annual research report will also provide insights and recommendations for marketing to targeted audiences within each of the three Focus Areas, ultimately aiming to increase the community’s support for and use of local transit.

ii. Write a 2027 – 2031 Five-Year Marketing Plan

a. Apply the insights and recommendations from the market research, as well as the Consultant’s professional knowledge and expertise, to develop a Five-Year Marketing Plan. The marketing plan shall:

1. Present a demographic, geographic, and behavioral situation analysis of the Sarasota County public transit market, including Strengths, Weaknesses, Opportunities, and Threats (SWOT) or Forcefield exercise.

2. Propose corresponding Specific, Measurable, Achievable, Relevant, Time-Bound (SMART) marketing objective(s) for each Focus Area listed in 1.A.i.b above.

b. The development of the Five-Year Marketing Plan will be executed during the first year of the contract.

c. The 2022-2026 Marketing Plan is provided as Attachment B for

Revised 10/07/20 Part II - Page 2 of 4 reference.

iii. Develop Annual Marketing Calendar

a. Develop a one-year marketing calendar prior to the start of each calendar year, and after conducting annual market research. The marketing calendar shall:

1. Apply insights and findings from market research and the Consultant’s professional knowledge and expertise to set marketing strategies that correlate to each of the objectives within the Five-Year Marketing Plan.

2. Assign a timeframe (if applicable) to each strategy, as well as an estimated budget and messaging theme.

B. Additional Marketing Tasks

Throughout the year, Breeze staff will issue Marketing Tasks that correspond to the strategies within the Annual Marketing Calendar or to the marketing priorities of Breeze Transit Department.

i. The Consultant shall collaborate with Breeze staff to set the tactics, activities, evaluation measures, materials, detailed budget and timeline for implementing a Marketing Task.

ii. A Marketing Task may include any services that contribute to the implementation of identified marketing strategies and/or priorities, including but not limited to:

a. Research and analysis of service markets: conduct primary and secondary research, including survey design, hosting, data collection/analysis and content analysis

b. Develop a marketing plan: interpret and apply research findings to identify target audiences and recommend and/or develop marketing strategies

c. Market/Communicate transportation services or programs

1. Simplify complex topics into consumable, compelling messaging or imagery

2. Cultivate changes in attitudes and behavior

d. Utilize diverse marketing styles, techniques, or platforms:

identify, evaluate, and select appropriate marketing styles, techniques, or platforms that may include but are not limited to print, digital, social media, Out of Home/Over the Top/Search Engine Marketing, earned or paid media, direct mail and in-person engagement.

e. Apply strategies to achieve effective promotional campaigns:

1. Align activities with the broader marketing plan, and apply research findings or previous campaign performance, to guide

Revised 10/07/20 Part II - Page 3 of 4 future campaign development

2. Identify objectives, set target audiences, propose messaging, design campaign elements, establish the timeframe, select distribution outlets, and define evaluation criteria

f. Manage promotional campaigns and materials from conceptualization through design, editing, production, distribution, procurement, campaign period, and evaluation

1. Provide copywriting, editing, translation, graphic design, web design, photography, videography, voice talent, onscreen talent, audiovisual production, and/or similar services related to public communications

2. Receive feedback, explore alternative solutions, apply expertise to provide guidance and recommendations, and revise work accordingly

3. Coordinate, staff, and execute photo/video shoots in Sarasota County

4. Gather placement opportunities and file specifications from distribution outlets; secure placement; design, package, and submit files to distribution partners; monitor and track file placement; interpret performance metrics provided by the distributor

5. Assimilate and analyze performance metrics from various distributors to produce and present campaign performance reports, including findings and recommendations for future campaigns

6. Maintain positive working relationships and professionally represent the Breeze brand when interacting with partners and subcontractors

g. Advise and support in public relations

1. Contribute suggestions for customer appreciation activities, participating in third-party events or partnerships, or general displays of goodwill toward the community

2. Coordinate, staff, and execute engagement activities in Sarasota County

3. Identify and help facilitate opportunities for Breeze to be recognized as an expert within the transit industry

4. Communicate potential threats or opportunities, and brainstorm/propose mitigative or value-add behaviors, to protect and enhance the Breeze brand

C. Administration and Oversight

i. The Consultant shall hold weekly (or as needed) one-hour

Revised 10/07/20 Part II - Page 4 of 4 brainstorming/progress meetings with Breeze Transit.

ii. The Consultant shall prepare fee estimates for Marketing Tasks. A Sample Marketing Task Fee Worksheet is provided for reference as Attachment C.

iii. The Consultant shall submit an Administration and Oversight Fee Worksheet with each invoice that includes these services. A Sample Administration and Oversight Fee Worksheet is provided for reference as Attachment D.

2. SCHEDULE

A. The following Activities shall be completed within the first year of the contract:

i. Conduct market research by December 31, 2026

ii. Write a 2027-2031 Five-Year Marketing Plan by December 31, 2026

iii. Develop Annual Marketing Calendar by December 31, 2026

iv. Execute Additional Marketing Tasks, as assigned, within the first twelve months of the contract term

B. The following Marketing Tasks shall be completed in the second year of the contract, and in each year of the contract thereafter:

i. Conduct market research by December 31st of the current calendar year

ii. Update the 2027-2031 Five-Year Marketing Plan, as needed, by December 31st of the current calendar year

iii. Develop Annual Marketing Calendar by December 31st of the current calendar year

iv. Execute Marketing Tasks, as assigned

3. GRANT FUNDING

Consultant shall comply with all grant-funded terms and conditions, provided as Attachment E.

PART III – INSURANCE REQUIREMENTS

Insurance Template 1 Revised 05/13/16 Page 1 of 2

CONTRACTOR’S INSURANCE

Contractor shall, on a primary basis and at its sole expense, maintain in full force and effect, at all times during the life of this Contract, insurance coverage (including endorsements) and limits as described herein. These requirements, as well as the County’s review or acceptance of insurance maintained by Contractor, are not intended to and shall not in any manner limit or qualify the liabilities or obligations assumed by Contractor under this Contract.

Insurance requirements itemized in this Contract and required of the Contractor shall extend to all subcontractors to cover their operations performed under this Contract.

The Contractor shall be responsible for any modifications, deviations, or omissions in these insurance requirements as they apply to subcontractors.

Insurance carriers providing coverage required herein must be licensed to conduct business in the State of Florida and must possess a current A.M. Best’s Financial Strength Rating of A- Class VII or better.

Each insurance policy required by this Contract shall apply separately to each insured against whom claim is made and suit is brought, except with respect to limits of the insurer’s liability.

The Contractor shall be solely responsible for payment of all premiums for insurance contributing to the satisfaction of this Contract and shall be solely responsible for the payment of all deductibles and retentions to which such policies are subject.

Contractor shall furnish Certificates of Insurance to the County Administrative Agent evidencing the types and amounts of coverage, including endorsements, required by this Contract prior to commencement of work and prior to expiration of the insurance contract, when applicable. Such Certificate(s) of Insurance shall, to the extent allowable by the insurer, include a minimum thirty (30) day notice of cancellation (10 days for non-payment of premium) or non-renewal of coverage. Notwithstanding these notification requirements, the Contractor will be required to provide County with 5-day prior written notice of any policy cancellation or non-renewal.

The County reserves the right to review, modify, reject, or accept any required policies of insurance, including limits, coverage, or endorsements, herein from time to time throughout the term of this Contract. County reserves the right, but not the obligation, to review and reject any insurer providing coverage due to its poor financial condition or failure to operate legally.

A. WORKERS’ COMPENSATION: Contractor agrees to maintain Workers’ Compensation insurance in accordance with Florida Statutes, Chapter 440.

Employers Liability to be included with a minimum limit of $500,000.00 per accident/per disease/per employee. If work is to be performed over or adjacent to navigable water and involves maritime exposure, applicable LHWCA, Jones Act, or other maritime law coverage shall be included.

PART III – INSURANCE REQUIREMENTS

Insurance Template 1 Revised 05/13/16 Page 2 of 2

In the event the Contractor has “leased” employees, the Contractor or the employee leasing company must provide evidence of a Workers’ Compensation policy for all personnel on the worksite.

Contractors who are exempt from Florida’s Workers’ Compensation law must provide proof of such exemption issued by the Florida Department of Financial Services, Bureau of Workers’ Compensation.

B. COMMERCIAL GENERAL LIABILITY: Contractor agrees to maintain Commercial General Liability per ISO form CG0001 or its equivalent, including but not limited to coverage for premises and operations, personal injury, products & completed operations, liability assumed under an insured contract, and independent contractors with limits of not less than $1,000,000.00 each occurrence, $2,000,000.00 aggregate covering all work performed under this Contract.

Contractor agrees to endorse Sarasota County Government as an additional insured on the Commercial General Liability coverage.

C. BUSINESS AUTOMOBILE LIABILITY: Contractor agrees to maintain Business Automobile Liability with limits not less than $1,000,000.00 combined single limit for each accident covering all Owned, Non-Owned & Hired automobiles used in the performance of this Contract. In the event Contractor does not own automobiles, Contractor agrees to maintain coverage for Hired & Non-Owned Auto Liability, which may be satisfied by way of endorsement to the Commercial General Liability policy or separate Business Auto Liability policy.

If the Contractor is shipping a product via common carrier, the contractor shall be responsible for any loss or damage sustained in delivery/transit.

D. PROFESSIONAL LIABILITY: Consultant agrees to maintain Professional Liability insurance, or equivalent Errors & Omissions Liability insurance, with limits not less than $1,000,000 per claim/occurrence and in the aggregate for professional services rendered under this contract. If coverage is written on a claims-made basis: a. Any retroactive date shall precede the effective date of this contract; b.

Consultant shall provide certificates of insurance evidencing the required coverage for a period of two years after final payment under this contract is made, or provide evidence showing Consultant has obtained a two year extended reporting period endorsement.