[A]_250036_SOW_Exhibit_A_idedits.docx

AGREEMENT NO.

EXHIBIT A

Scope of Work OC Streetcar Ridership Marketing and Customer Communication Program

BACKGROUND

The Orange County Transportation Authority (OCTA) is the lead agency for the design, right-of-way acquisition, and construction phases of OC Streetcar, as well as its operation once construction is complete in 2026. The OC Streetcar is a modern streetcar running along a 4.15-mile route that connects the Santa Ana Regional Transportation Center (SARTC) to Downtown Santa Ana and a new transportation hub located near the intersection of Harbor Boulevard and Westminster Avenue in the City of Garden Grove.

The genesis for the OC Streetcar’s development occurred under the Go Local program, funded by Measure M, Orange County’s sales tax for transportation improvements. Funding was provided to local jurisdictions to develop alternatives that connected their communities with existing Metrolink stations that provide local commuter rail service. The renewal of Measure M included a specific funding source for the projects selected from the Go Local efforts. The cities of Santa Ana and Garden Grove partnered and selected a Locally Preferred Alternative (LPA). Shortly after their decision, the OCTA Board of Directors adopted the LPA in March 2015. Also in March 2015, the Federal Transit Administration (FTA) reported a Finding of No Significant Impact, completing the environmental review process. In May 2015, the Project entered the FTA New Starts Project Development process.

On November 8, 2018, the FTA announced a $149 million Full Funding Grant Agreement (FFGA) with OCTA for the OC Streetcar. The OC Streetcar broke ground after receiving the FFGA on December 5, 2018. The OC Streetcar will be the first modern streetcar line in the state's third most populous county. The OC Streetcar vehicles were built by Siemens and delivered to Orange County in the spring and summer of 2025. Shortly after, testing began on local streets. The targeted revenue service date is 2026.

The OC Streetcar alignment has ten (10) stops in each direction beginning at Santa Ana Regional Transportation Center (SARTC) on the west edge of the parking lot parallel to Santiago Street. The alignment turns left on Santa Ana Boulevard and runs in the right lane until reaching the Pacific Electric right of way (PE ROW) at Raitt Street. The alignment crosses 5th Street and Fairview Street at grade with railroad crossing gates. The alignment is elevated on bridges over the Santa Ana River to the north of the existing historic bridge and over Westminster Avenue, ending on the east side of Harbor Boulevard. The return to SARTC is on a separate eastbound track parallel to the westbound track, with the exception of the downtown Santa Ana area where the eastbound track leaves Santa Ana Boulevard at Parton Street running for one block on a pedestrian walkway south of Sasscer Park. At Ross Street, this alignment becomes 4th Street through the Downtown Commercial zone to Mortimer Street. Existing diagonal parking on the south side of 4th Street will be converted to parallel parking. At Mortimer

RFP NO.250036

Street, the eastbound alignment turns north for two blocks, and then turns east on Santa Ana Boulevard, rejoining the westbound alignment to the termination at SARTC. Across the alignment the OC Streetcar will be an electrified system, powered by four (4) traction power substations (TPSS). The overhead catenary system (OCS) will be suspended approximately twenty feet (20’) above the top of rail across the system. Other noteworthy features will be the construction of two (2) at grade crossings at Fairview and 5th Avenues.

Maintenance and Storage A new maintenance and storage facility (MSF) is being constructed to accommodate the streetcar fleet, administration, operations, vehicle maintenance, parts storage, and maintenance of right of way. The facility is located on a site bounded by 5th Street to the north, the PE ROW to the south, approximately 500 feet west of Raitt Street to the east, and approximately 1,000 feet west of Raitt Street to the west.

Operations Plan The OC Streetcar will operate seven (7) days a week. The OC Streetcar’s hours of operations are planned to be:

· Monday through Thursday – 6:00 a.m. to 11:00 p.m. (17 hours)

· Friday and Saturday – 6:00 a.m. to 1:00 a.m. (19 hours)

· Sunday/Holidays – 7:00 a.m. to 10:00 p.m. (15 hours) The OC Streetcar will operate every ten (10) minutes during peak hours on weekdays (6:00 a.m. to 6:00 p.m.), requiring six (6) cars, and every fifteen (15) minutes during off-peak hours (after 6:00 p.m.) and on weekends, requiring four (4) cars. Two (2) spares are available for maintenance, bringing the total fleet size to eight (8) cars. The operating plan is subject to change.

The travel speed of the OC Streetcar will vary along the alignment. In the PE ROW, the maximum speed will be 45 mph. For the street running segments, the maximum speed is the posted speed limit, which varies from 25 mph to 35 mph.

Traffic Control To facilitate streetcar operations safely and efficiently, the OC Streetcar will have new traffic signals at the following locations:

· Santa Ana Boulevard. /French Street

· 4th Street/Mortimer Street

· Santa Ana Boulevard. /Lacy Street Existing traffic signals at Santa Ana Boulevard/Santiago Street will be modified to add a phase for the streetcar. Additionally, the remaining traffic signals will be modified to provide clearance to the streetcar’s overhead contact wire by shortening mast arms or adding signal heads and/or poles. The intersection of Ross and 4th Street will be all-way stop controlled.

Traffic signal priority (TSP) will be provided at all traffic signals along the route with the exception of the signals at Bristol, Broadway, and Main streets. TSP will either extend a green phase by as much as twenty (20) seconds or shorten an opposing green phase by as much as twenty ( 20) seconds, depending on where in the phase the streetcar encounters the traffic signal. A Traffic Management Plan (TMP) was developed by the project design team to address anticipated changes during construction.

Market Overview The OC Streetcar represents a new era of mobility that will link several public transportation options to increase travel options throughout southern California. Expected to begin carrying passengers in 2026, the OC Streetcar will connect to existing rail and bus routes in Orange County and beyond, including the SARTC that serves Metrolink and Amtrak Pacific Surfliner travelers throughout southern California and a new transit hub at Harbor Westminster Avenue in Garden Grove that will link to bus routes travelling throughout west and north Orange County. In addition, OC Streetcar will offer a critical first-and-last mile connection to both bus and rail that is expected to encourage and enable more people to leave their cars home and use public transportation.

Building a modern, efficient rail system for Orange County has been in OCTA’s transportation plans since early 2000 to serve the ever-growing and diverse population of OC and to relieve traffic congestion and enhance the quality of life. The OC Streetcar project broke ground in 2018 with more than 10 years spent in planning and securing funding. This first modern streetcar was designed to match the unparalleled vibrant, diverse, and growing Orange County community by serving Santa Ana’s historic and thriving downtown, which includes federal, state and local government offices and civic centers, colleges, a renowned artists’ village, emerging mixed-use transit-oriented developments and a thriving restaurant scene.

Within Orange County, existing public transportation options include OC Bus (58 routes, nearly 5,500 stops) and Metrolink commuter rail (3 lines, 12 stations). Both offer car-free alternatives to work and play, though cars remain the transportation mode of choice for most residents.

Although the COVID-19 pandemic had a negative impact on transit ridership across the country since the breakout in early 2020, both bus and rail ridership started to climb back since the beginning of 2022. (See appendix) During May 2022, the OC Bus ridership was at 70% of pre-pandemic level or approximately 2.2 million boardings.

The OC Streetcar is well positioned to leverage existing modes of public transportation to connect people to jobs, schools, and adventures while offering a fresh way to explore OC.

Role of Consultant OCTA's marketing team is an integral part of OCTA’s effort in providing transportation solutions for Orange County residents and commuters. This team is responsible for creating awareness and encouraging usage of OCTA’s multi-modal transportation services through an array of functions including branding, education/outreach activities, creative design and content development, digital assets/social media management, special event/promotion to marketing planning, research, data analytics and customer relationship management, etc.

Consultant shall help develop and implement a strategic, result-driven ridership marketing and customer engagement program in support of OC Streetcar operations. Consultant shall act under the direction of the Program Manager for OC Streetcar Marketing and Communications.

Although OCTA has operated fixed-route and paratransit service and provides funding for Metrolink commuter rail service, modern streetcar service is a new transit mode for residents and commuters in Orange County. Like any new product or service launch, marketing plays a critical role in generating brand awareness, trial interest and continuing ridership to ensure the ultimate success of the OC Streetcar. The overarching goal of the program is to develop and implement a strategic and effective marketing and customer engagement program to create high-level awareness about OC Streetcar and its benefits to a variety of target audiences and to encourage ridership. The multifaceted, phased program will include research, planning and message development as well as campaign execution for pre-launch, opening and post-launch phases beginning one year prior to the expected revenue service date in 2026.

Although the key focus is ridership marketing, a parallel goal of the program is to educate the public about OC Streetcar. The public will need to know how OC Streetcar operates, the value it provides, how to use the service and essential safety guidelines to prepare them for the ultimate riding experience to help sustain and grow ridership for OC Streetcar. Consultant shall tailor customer information and messages to cater to a diverse group of target audiences and translate messaging into multiple languages as needed.

Consultant has proven expertise in market research, branding, launching new products/services, online and social media marketing, creative design and digital channel development, targeted advertising, promotion/special events planning/execution and excellent project/campaign management to develop, execute and deliver a results-driven marketing and customer engagement program for OC Streetcar. In addition, Consultant understands how to reach diverse and disadvantaged communities.

Consultant’s team has a demonstrated understanding of Orange County and the full range of perspectives related to Orange County transportation issues. Consultant has demonstrated skills, experience, and knowledge conducting ridership marketing and customer engagement with the ability to:

· Introduce a new transportation service to elevate brand recognition, acceptance, and loyalty through an integrated and strategic mix of modern and traditional marketing and promotion activities

· Conduct necessary market research including focus groups to help develop effective marketing strategies and messaging

· Conduct social marketing and content strategies to motivate behavioral changes and increase conversions

· Develop and foster positive working relationships with school districts, schools in or near the alignment, community organizations, senior centers, cyclist clubs, surrounding businesses, diverse communities, government agencies around the civic center and other stakeholders both within and surrounding the OC Streetcar corridor

· Provide branded graphic design and messaging for digital and print marketing collaterals and channels, i.e., social posts, infographics, advertising, web portal, animation, engaging/interactive videos, apps, etc.

· Decipher how-to-ride and safety rules and communicate them in concise, engaging, and user-friendly terms in various forms including multi-lingual formats. (Spanish and Vietnamese)

· Identify and engage a broad range of target audiences that are either current transit users or potential discretionary customers with emphasis on disadvantaged, diverse and hard-to-reach communities through a variety of effective outreach and new media tactics and facilitate the distribution of information among diverse interests

· Research and report campaign analytics and conduct “Return on Investment” assessment to continuously optimize results

Consultant Management The OC Streetcar Marketing Program Manager (MPM) will be the key contact and will direct Consultant. Under the direction of the OC Streetcar MPM, Consultant shall be responsible for researching, developing, refining, and implementing a comprehensive multifaceted, multilingual, and phased ridership marketing and customer engagement program for pre-launch, opening and operation phases of OC Streetcar. Consultant shall incorporate existing OC Streetcar brand guidelines in the development of collateral materials.

Consultant shall be expected to work in tandem with the OC Streetcar MPM and the OC Streetcar Team including members from Operations, Safety Compliance, Rail, Government Relations, Public Information Office and Public Outreach to create synergy and implement a successful Ridership Marketing and Customer Engagement Program.

Consultant’s Scope of Services The primary goal of the Ridership Marketing and Customer Engagement program is to create awareness, excitement and engage a variety of target audiences in accepting, welcoming and riding OC Streetcar. To ensure a successful new service launch to meet or exceed the OC Streetcar ridership goal, Consultant shall conduct research and provide recommendations to include the industry’s best practices and success-proven programs/tactics to create a comprehensive, strategic marketing plan. The multifaceted, phased plan shall include an integrated mix of innovative and effective strategies and tactics to include but not be limited to social media campaigns, content strategies, robust websites, engaging videos, milestone events, advertising, and public relations/influencers campaigns as well as success measures to ensure cost-effectiveness.

Consultant shall conduct research as needed, such as focus groups to help create resonating messages for each unique targeted group. Under the approved plan and key message points, Consultant shall develop all digital and print materials tailored for each audience group and in multiple languages as needed. Consultant shall ensure a staffing plan complete with skilled and experienced people to develop and execute the required tasks in a timely and effective manner.

Potential target audiences for the OC Streetcar Ridership Marketing and Customer Engagement program may include but are not limited to the following:

· Residents along OC Streetcar and its connecting bus network

· Commuters/workers along OC Streetcar and its connecting bus network

· Students along OC Streetcar and its connecting bus network

· Metrolink and Pacific Surfliner customers

· Diverse communities along the OC Streetcar corridor and in Orange County

· OC Bus/ACCESS customers

· Employers and points of interest along OC Streetcar and Los Angeles – San Diego – San Luis Obispo (LOSSAN) Rail Corridors

· Education organizations/schools along OC Streetcar corridor

· Businesses/merchants/attractions along OC Streetcar corridor

· Visitors/tourist industry along OC Streetcar corridor and in Orange County

· Community organizations

· General public along LOSSAN rail corridor and within OC

· Influencers - media, online bloggers Deliverables

· Create awareness, positive perception, interest, acceptance, excitement and anticipation through innovative and effective marketing strategies and tactics

· Conduct cost-effective research such as focus groups to gather input/feedback from existing and potential riders to assist with creating customer-oriented messaging and design concepts

· Solidify a strong brand equity for OCTA through articulating the brand vision, brand values, brand tone and visualization

· Identify, develop and execute a targeted, culturally-relevant plan to reach out to and communicate with the disadvantaged and diverse communities along the OC Streetcar corridor

· Establish partnerships and sponsorships with community organizations and merchants to optimize market penetration

· Engage public and potential riders of OCS through in-person outreach and a robust social media/influencer campaign

· Create and execute effective and exciting pre-opening and opening events to announce the coming/arriving of OC Streetcar and entice event attendance

· Develop top-notch, branded online and offline collateral including pre-launch branded video; how-to-ride interactive video/infographics, website; social posts, advertising, and printed collateral, etc.

· Generate and implement a phase-in paid and organic media/expenditure plan including targeted venues to reach a wide variety of audiences of OC Streetcar

· Establish program/campaign metrics and provide “Return-on-Investment” reports in a timely manner

· Provide translation in Spanish and Vietnamese and other languages as needed

Project Staffing and Administration Consultant shall ensure adequate staffing to achieve the objectives of the Ridership Marketing and Customer Communication Program. Consultant’s project manager shall be responsible for the overall and daily management of Consultant’s team and day-to-day communications with the OC StreetcarTA MPM.

Consultant’s project manager shall ensure effective and timely delivery of all work tasks. Consultant’s project manager may not be removed and replaced without the written consent of the OC StreetcarTA MPM. Due to the importance of consistent project management, for continuity, institutional knowledge and to facilitate timely completion of the project materials, OCTA will consider the unauthorized removal of Consultant’s project manager as grounds for termination of the contract. OCTA reserves the right to require Consultant to remove and replace Consultant’s project manager or any member of Consultant/sub-consultant team from the project for cause.

Consultant’s project manager shall communicate and coordinate all project tasks and provide progress updates to the OC Streetcar MPM in a timely manner.

Due to the extensive scope of the program, it is likely that multiple tasks would be requested simultaneously with similar deadlines. Consultant must shall be staffed accordingly to handle the level of effort required to rapidly respond and adapt to program demands. Consultant team shall clearly demonstrate the ability to dedicate ample availability to this program.

OCTA will require direct communication with the Creative Director and other key staff directly at various stages of the project, including brainstorming, concept development, edits and revision, and development of final, print-ready materials. Comment by Iris Deneau: Consultant’s Creative Director? Should this be Consultant’s project manager?

The following positions are an example of a consultant management structure that is consistent with other similar project proposals; however, Consultant shall offer their own management structure and level of staffing with the rationale fully developed in their proposal. Consultant has the options to partner with sub-consultant(s) to provide those positions/services.

Key Staff:

Project Manager – The project manager shall serve as the primary point of contact. This individual shall be responsible for the timely and integrated development of all marketing, promotion/outreach and customer communication work tasks, and managing the budget, meeting quality standards and production deadlines. Consultant project manager shall oversee and manage Consultant team and any sub-consultants and shall be held accountable for Consultant’s overall performance. The project manager shall communicate and coordinate in a timely manner all work and progress to the OCTA Streetcar MPM.

Account Coordinator – Responsible for providing day-to-day organizational, and/or logistical services and support for marketing and creative project tracking as well as outreach/promotion activities. Responsibilities include coordinating and maintaining all project timelines and a master calendar of all marketing/production tasks to ensure efficient and timely delivery.

Creative Director – Experienced specialist in art or copy who leads and mentors a team of creative professionals to deliver exceptional work. Works directly with the project manager at OCTA to streamline creative development, ensuring faster, more efficient execution of projects while maintaining high-quality standards. Comment by Iris Deneau: OC Streetcar MPM?

Other Functional Staffing:

Graphic Design – Execution of approved conceptual design to deliver high-quality materials catering to the targeted audiences.

Copywriter/Content Development – Responsible for producing bold, strategic, persuasive messages for digital, print, social and broadcast media.

Social Media Planning and Execution – Develops and leads strategic social media campaigns that align with client objectives and drive measurable engagement. Oversees platform performance, content calendars, and paid amplification strategies. Acts as the main contact for social media planning and reporting.

Media Planning & Buying – Develops strategic media plans aligned with campaign objectives and client budgets. Executes negotiations, placements, and performance tracking across traditional and digital channels. Collaborates with account teams to align messaging and timing.

Market Research – Conducts and analyzes qualitative and quantitative research and peer reviews in preparation of ridership marketing and customer engagement program development.

Translation Services – Provides translation services for project tasks, either in-house or through a subcontractor. Responsible for proofreading and validating the integrity of the translation provided. Minimum languages are required for Spanish, Vietnamese, Chinese, Korean and Farsi.

Photography – Captures original photography for campaigns, adhering to creative briefs and brand aesthetics. Provides day-rate or half-day pricing and works closely with Art Directors and Photo Supervisors to deliver high-quality assets.

Photo Manipulation/Retouching – Computer manipulation of photographs to attain marketing goals.

Illustration – Creation of images based on traditional or computer-generated illustrative methods.

Print Production - Administers various types of printing projects including distribution, installation and/or removal of materials. All pieces will require both a laser and digital color proof and, on occasion, it may be necessary to attend a press check.

Coordination and Administration Coordination and administration for the Ridership Marketing and Customer Communication program shall include, but be not limited to, the following:

Monthly Progress Report The monthly progress report shall be a snapshot of the marketing activities and customer communication performed the prior month. A tally of all traditional, print, and online advertising, outreach and communications along with detailed results and metrics shall be captured in this document. It shall also include a forecast of communication needs for the coming months and resources needed. A calendar of outreach activities, advertising/communications schedules and other important milestones shall be included in this document.

Monthly Invoices Monthly invoices shall be submitted to the OC Streetcar MPM for approval and payment. They shall include a summary of project budget activity to date (including burn rate) and identify costs against each major task, and/or subtask as appropriate. Specific billing requirements will be provided by OCTA staff upon award of the contract.

AGREEMENT NO.

Annual Report Consultant shall create an annual report and evaluation of all marketing and outreach activities per calendar year including cost-benefit information. A thorough evaluation of the prior year’s accomplishments and challenges shall be included in this document, as well as recommendations on ways to enhance efforts going forward.

Project Archive Consultant will develop a plan to regularly document the project progress via basic photography, drone footage and video. Consultant shall keep an archive of photography and video footage, marked with date and construction activity for future reference. It is recommended Consultant coordinate photo and video shoots on a regular basis, or according to activity level. Archive shall be accessible remotely through a “cloud” or web- based platform.

Evaluation Consultant shall create a mechanism to evaluate the Ridership Marketing and Customer Communication Program periodically to measure the effectiveness of the program. Consultant will develop and implement research tactics to monitor program awareness and level of success as needed.

Other Tasks as Deemed Necessary by Project Demand Consultant shall provide other unanticipated communication and outreach programs, materials, and supplies for the Ridership Marketing and Customer Engagement program on an as-needed basis.

LIMITATION ON GOVERNMENTAL DECISIONS

Nothing contained in this scope of work permits Consultant’s personnel to authorize or direct any actions, votes, appoint any person, obligate, or commit OCTA to any course of action or enter into any contractual agreement on behalf of OCTA. In addition, Consultant’s personnel shall not provide information, an opinion, or a recommendation for the purpose of affecting a decision without significant intervening substantive review by OCTA personnel, counsel, and management.

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