C250105_ICE_GMEDITS.pdf
PDF 288 KB Posted
- Attached to
- OC Bus Marketing Program
- Solicitation number
- 250105
- Issued by
- Orange County, California
About this file
This is an Independent Cost Estimate (ICE) document prepared by the Orange County Transportation Authority (OCTA) for a marketing services procurement related to the OC Bus Marketing Program. The project seeks to secure a vendor to provide comprehensive marketing services for OC Bus needs, with an estimated budget of $175,000 and an anticipated contract term of sixteen (16) months. The ICE was prepared on July 14, 2025, by Edith Monreal, Sr Marketing Specialist, and submitted to the Contracts Administration & Materials Management (CAMM) department. The procurement is based on the requisition number R000829 and references comparable pricing from a similar OC Bus consultant contract (Contract #C-3-2721).
The cost estimate totals $175,000 and is broken down into direct labor costs of $172,160.00 covering six labor categories: Account Manager (107 hours at $130/hour), Creative Director (214 hours at $140/hour), Traffic Manager (74 hours at $120/hour), Account Planning & Research (49 hours at $150/hour), Design & Layout (865 hours at $120/hour), and Copywriting (82 hours at $120/hour). Additional costs include $2,000 for stock photography and $840 for information technology support. The estimate received reviewer feedback from Georgia Martinez requesting clarification on whether escalation rates were applied to the referenced contract pricing and requesting a detailed project budget spreadsheet to support the cost determination. No overhead percentage was applied to the labor costs.
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Text version
INDEPENDENT COST ESTIMATE (ICE)
FA-CAMM-006.docm (07/07/10) 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 Bus marketing needs.
Purchase Requisition No.: R000829
New Contract / Procurement
Contract Amendment Contract / PO No.:
Contract Task Order Contract / PO No.:
Option Term Contract / PO No.:
Sr Marketing Specialist Phone Ext.:
Name Title
Date: 7/14/2025
Requestor: Edith Monreal
Signature:
Cost Estimate: $ 175,000.00 (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
FA-CAMM-006.docm (07/07/10) 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 comparable to similar contract #C-3-2721 for OC Bus consultant contract.
Georgia Martinez Comment on Text Need more information. Was there escalation applied to the rates from the referenced contract? Please clarify. Is there a project budget spreadsheet that can be attached to this ICE to show how the budget was determined?
FA-CAMM-006.docm (07/07/10) 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: Edith Monreal Date: 7/14/2025
Signature:
DESCRIPTION OF COST ELEMENTS
1. DIRECT LABOR
(List of Labor Categories) Estimated
Hours Rate Per Hour ($)
Estimated Cost ($)
Total Est.
Cost ($)
Account Manager 107 $ 130.00 $ 13,880.00 Creative Director 214 $ 140.00 $ 29,960.00 Traffic Manager 74 $ 120.00 $ 8,890.00 Account Planning & Research 49 $ 150.00 $ 7,410.00 Design & Layout 865 $ 120.00 $ 103,780.00 Copywriting 82 $ 120.00 $ 8,240.00
Total Direct Labor: $ 172,160.00
2. OVERHEAD
Rate (%)
(use decimal input)
Total Labor ($)
Estimated Cost ($)
Total Est.
Cost ($)
% $ 172,160.00 $ 0.00 $ 0.00
3. MATERIALS/SERVICES (Excluding Information Technology [IT]) Estimated Cost ($)
Total Est.
Cost ($)
Stock Photography $ 2,000.00 $ 2,000.00
4. INFORMATION TECHNOLOGY SUPPORT Estimated Cost ($)
Total Est.
Cost ($)
$ 840.00
Total IT Support: $ 0.00
5. TRAVEL Estimated Cost ($)
Total Est.
Cost ($)
$ $ 0.00
6. SUBCONTRACTOR(S) / CONSULTANT(S) Estimated Cost ($)
Total Est.
Cost ($)
Translation
Total Subcontractor(s) / Consultant(s): $ 2,840.00
7. OTHER DIRECT COSTS Estimated Cost ($)
Total Est.
Cost ($)
$ 0.00 $ 0.00
8. TOTAL ESTIMATED COST: $ 175,000.00
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