C250105_PP_11-20-25.docx

INTEROFFICE MEMO

Procurement Plan, RFP 250105

Date: November 20, 2025

To: Edith Monreal, Senior Marketing Specialist, Marketing & Customer Service

From: Rhea Aninzo, Contract Administrator, CAMM

Subject: PROCUREMENT PLAN – RFP 250105 “OC Bus Marketing 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 (explain the rationale for using the particular procurement type):

An RFP is applicable as the procurement requires evaluation criteria, in addition to price, to be used to select a firm to provide marketing services for the OC Bus Marketing Program.

Evaluation Criteria:

Justification:

Qualifications of the firm is weighted at twenty percent (20%) as firms must demonstrate prior experience in developing and implementing various marketing programs and campaigns. Staffing and project organization is weighted at twenty-five percent (25%) as the proposed team must have experience and expertise in executing marketing programs that retain current customers and attract new ones. Work plan is weighted highest at thirty percent (30%) as the firm’s proposed work plan should clearly demonstrate its approach to successfully completing the scope of work. Cost and price is weighted at twenty percent (20%) to ensure OCTA receives the best value for the services.

Contract Type: |X| Time & Expense |_| CTO-Based |_| Firm Fixed Price

Justification (Explain the rationale for using the particular contract type):

Time-and-expense is the appropriate contract type for this effort as firms are required to propose hourly rates for the services specified in the scope of work.

P.M. to provide support documentation identifying how the LD amount was established.

Procurement Schedule: |X| Attached

Suggested Evaluation Team Members:

Internal Evaluators:

Edith Monreal, Senior Marketing Specialist, Marketing & Customer Service Comment by Rhea Aninzo: Edith reached out to Iris about eval training Comment by Iris Deneau: I will schedule training with her Jason Ko, Section Manager I, Marketing & Customer Engagement Kevin Khouri, Transportation Analyst, Transit Service Planning

Contract Term: (Include Option Years)

Initial sixteen (16)-month term effective March 1, 2026 – June 30, 2027, with one, two (2)-year option term effective July 1, 2027 – June 30, 2029 Comment by Iris Deneau: Why a 16-month initial term rather than a one-year term? Comment by Rhea Aninzo: They want it aligned with the FY. This is similar to RFP 5-4241 for Metrolink marketing services, which had an initial 19-month term.

Funding Source: |X| Local |_| Measure M |_| Federal (CMAQ)

Dollar Amount: |X| Term $175,000 |X| Option Term $250,000

Independent Cost Estimate Received: |X| Yes |_| No

Requisition Received: |X| Yes #R000829 |_| No

DBE Goal: |_| Yes |X| No

Project Manager Concurrence:

CAMM Section/Department Manager Concurrence:

Revised: 07/20/2010 Revised: 0720/2010 image1.png