5-RFQ Sec4. Scope of Work.pdf

Agency for Community Transit Media Buying Services No. 25-2-13303

SECTION 4. SCOPE OF WORK

4.1. Overview

The scope of work establishes the minimum services, responsibilities, and deliverables required to support a multi-channel media campaign for Madison County Transit (MCT). The selected vendor shall provide media strategy and planning, media buying and placement, performance monitoring and reporting, billing and reconciliation, and ongoing account management, and shall work collaboratively with the Owner to ensure media investments are cost-effective, data-driven, and aligned with MCT’s awareness, ridership, and brand objectives.

4.2. Project Goals and Objectives

The goals and objectives identified in this section define the intended outcomes of the MCT media buy campaign and provide the framework against which proposed strategies, media placements, and performance will be evaluated.

Project Goals

• Enhance public awareness of MCT services by promoting MCT’s fixed-route, paratransit, and trail systems as safe, reliable, and essential for mobility, quality of life, and community connectivity

• Supporting Ridership and use of MCT services by encouraging new and existing riders to use MCT services for work, school, health care, shopping, recreation, and regional connections

• Maximize return on media investment by deploying targeted and cost-effective media placements that deliver measurable results and actionable insights.

Objectives

• Develop and execute a multi-channel media placement strategy that reaches Madison County residents and key regional audiences likely to use MCT services

• Collaborate with the Owner to define and refine target audiences, including riders, potential riders, community stakeholders, and employers within the district

• Provide a campaign calendar with timing, flighting, and milestones aligned to MCT priorities.

• Utilize targeting and media mix strategies that maximize reach, frequency, and engagement while adhering to MCT’s brand and creative standards

• Deliver quarterly reports on impressions, CTR, reach, and other agreed-upon metrics, with recommendations for optimization.

4.3. Scope of Services

The selected vendor shall provide comprehensive media planning, buying, placement, reporting, and account management services to support MCT’s twelve-month media buy campaign. The services outlined in this section define the minimum requirements necessary to implement, manage, and evaluate media placements in alignment with the Owner’s priorities, the not-to-exceed project budget established for the contract term, performance expectations, and shall be performed in coordination with Owner throughout the contract term.

The scope of services shall include, at a minimum, the following service categories and associated tasks:

Media Strategy and Planning

• Collaborate with the Owner to define and refine target audiences for awareness and ridership growth initiatives

• Provide media coverage throughout the MCT Transit District

• Develop a campaign calendar outlining media flighting, timing, and key milestones. Contract term is intended to support a continuous digital advertising program. Creative assets will be rotated and refreshed multiple times throughout the contract term; however, the overarching campaign message and objectives will remain consistent

• Work primarily with the Owner’s creative assets, assisting only as needed with platform-specific formatting, dynamic ad requirements, and video if necessary/recommended.

Media Buying and Placement

• Place ads across multiple platforms, including but not limited to digital display and programming, search, social media, radio, streaming audio, streaming TV, mobile apps, and other vendor recommended channels that support the Owner’s goals

• Recommend placements based on audience analysis, campaign goals, and past or comparable performance.

Agency for Community Transit Media Buying Services No. 25-2-13303

Reporting and Analytics

• Provide quarterly reports on impressions, Click-Through Rate (CTR), reach and other agreed-upon key performance metrics

• Include recommendations for campaign optimization

• Reallocate media spending based on performance, as appropriate

• Make ongoing adjustments to media placements and channel mix, as necessary, throughout the campaign to improve performance and overall effectiveness.

Billing and Reconciliation

• Invoice the Owner for all media expenditures related to the MCT media buy

• Provide detailed and comprehensive budget summaries, with breakdowns by channel, campaign, and time period available upon request

• Adhere to the overall project budget while maintaining flexibility to adjust spending by channel or timeframe within the campaign.

Account Management

• Conduct monthly check-ins for project coordination and performance updates

• Provide access, if necessary, to all team members, including buyers, strategists, and analysts

• Collaborate proactively and propose enhancements that exceed baseline requirements.

4.4. Budget and Timeline

The total project budget for the contract term shall not exceed $90,000. Proposers must recommend a media strategy within this budget, including the proposed media mix, estimated outcomes, and a clear separation of vendor fees and media placement costs. Vendors may propose adjustments to the recommended strategy to improve efficiency or effectiveness, provided total project expenditure remains within the approved budget.

4.5. Creative Responsibilities

The Owner will provide creative assets, including messaging, graphics, photography, and layouts. The selected vendor will communicate with Owner to ensure all creative assets meet platform specifications and technical requirements. The vendor will adapt creative materials as necessary for dynamic ad formats and channel-specific requirements and shall coordinate with the Owner to address any platform constraints or recommendations prior to placement. All creative adaptations shall remain consistent with Owner’s branding and messaging and are subject to the Owners review and approval.

4.6. Video Production (if recommended)

Video production is not required but may be recommended by the selected vendor and approved by the Owner to support digital, social, or streaming media placements. If approved, the vendor will be responsible for producing video content that aligns with campaign objectives, platform specifications, and the Owner’s branding and messaging standards. Any video production services shall be performed within the overall project budget and coordinated with the Owner. Costs for video must be itemized separately, if applicable, from media placement costs but should be included in the overall budget. Vendors should demonstrate capacity for video production in-house or via subcontractors and provide examples of past work.

4.7. Deliverables

The selected vendor shall be responsible for providing the deliverables identified in this section in accordance with the approved media strategy, campaign schedule, and reporting requirements. Deliverables are intended to document campaign planning, execution, performance, and budget management throughout the contract term and shall be submitted in the format and timeframe agreed upon with the Owner. The selected vendor shall be responsible for providing the following deliverables:

• Campaign Calendar: Timeline with media flighting and milestones

• Media Placement Plan: Channels, spend allocation, and targeting strategy

• Quarterly Performance Reports: Metrics with recommendations for adjustments

• Monthly Check-in Summaries: Brief coordination and performance updates

• Budget Summaries: High-level budget reporting by channel and campaign, with optional detailed breakdowns upon request.

• Invoices and supporting documentation for media expenditures submitted in accordance with the Owner.