C250105_RFP_Exhibit_A,_SOW.pdf

RFP 250105

EXHIBIT A

SCOPE OF WORK

OC BUS MARKETING PROGRAM

INTRODUCTION

The Orange County Transportation Authority (OCTA) was formed in June 1991 to address ongoing transportation needs in Orange County. The concept behind OCTA was to create one

(1) agency to develop and implement transportation programs designed to reduce traffic congestion and improve air quality. OCTA's countywide bus system operates more than fifty

(50) routes.

The goal of the OC Bus Marketing Program is to retain existing customers, as well as to increase overall ridership through increased customer trips and induced trial usage among non-riders.

Consultant shall develop marketing campaigns to target existing riders and new customers for more frequent and trial use and develop an innovative approach to generate interest.

BACKGROUND

Ridership Trends:

During the past decade, transit ridership has been declining, mirroring regional and national trends. The change in ridership levels has been exacerbated by the coronavirus (COVID-19 or pandemic) stay-at-home orders, which dramatically changed travel patterns. Bus ridership significantly declined in Orange County and other areas during the pandemic. OC Bus ridership decreased from approximately 125,000 average weekday boardings before the pandemic to the low 30,000s in April 2020. Ridership has been steadily increasing. Total ridership in 2024 reached about ninety-eight percent (98%) of pre-pandemic level in 2019.

COVID-19 has affected transit travel patterns and demand levels. In 2022, OCTA conducted the Making Better Connections Study, a redesign of the OC Bus network, to align service plans with emerging transit demand and travel patterns. Transit performance, ridership, countywide multimodal travel trends, and customer input were evaluated to form the basis for the initial service recommendations. The final study recommendations better aligned transit services with changing travel patterns, specifically when and where people are traveling. The changes focus on service primarily in the central core area where resources would support additional ridership and improved productivity. These changes are being implemented in phases.

New Technology:

In October, 2025, OCTA launched a new fare payment and validation system, designed to enhance accessibility and improve the rider experience for all bus passengers.

Key to the new rider validation system is the introduction of a smart card fare media, known as a Wave card, which will replace traditional paper passes with a more durable, flexible, and user-friendly payment option.

The new fare system will allow riders to load fare values onto a smart card or use a virtual smart card through their mobile wallets, making it easier than ever to pay for bus rides. Riders will also benefit from enhanced features such as fare capping to ensure riders always pay the best fare, discounted passes, automatic fare loading, balance protection, and the ability to manage accounts through an online portal.

As part of this project, OCTA is also expanding the number of retail locations where riders can purchase and reload their smart cards using cash or credit at locations throughout Orange County, making the system more accessible for riders without bank accounts.

Customer and Market Insights:

The 2018 OC Bus On-Board survey revealed key demographic1 factors of OC Bus customers.

Most of OCTA's customers are Hispanic or Latino (62%) with a household income below $30,000 (61%). One-third is comprised of people aged 13-24, and more than 50% are between 25 and

59. According to the 2014 Bus Customer Satisfaction Survey, more than half of riders take the bus to work, followed by college (13%), shopping (8%), personal errands (8%), and doctor appointments (7%)2.

Based on the current customer profile and to ensure cost-effectiveness, marketing programs and campaigns will be designed to retain current customers and target high propensity segments such as Hispanics, Vietnamese, students, commuters, and those with household income below $35,000 with grassroots outreach and promotions. To further understand the potential size of the high-propensity market segments, an analysis was conducted utilizing market data provided by Claritas2 that shows numbers of the population/household numbers of our primary target groups by city.

High OC Bus Ridership Potential Market Segments

HIGH PROPENSITY SEGMENTS POPULATION % OF

POPULATION

Hispanic/Latino 1,110,246 35% Asian 663,640 21% Age 10-24 623,695 19% Household Income < $35k 186,985 18% Occupied Housing Units: No Vehicles 43,423 4%

City Level Demographic Information on High Potential Market Segments for Bus Ridership3

1 Source: 2018 OC Bus Onboard Customer Intercept Survey 2 Data Source: Claritas Pop-Facts Demographics. The Pop-Facts demographic profile is a supplemental dataset that includes approximately 100, 250, or 500 data elements that describe the demographic characteristics of your community at the state, county and zip code or census tract level.

Claritas annual estimates use other sources, in addition to US Census data, to provide more detailed estimates.

3 Data Source: Claritas Pop-Facts Demographics. The Pop-Facts demographic profile is a supplemental data set that includes approximately 100,250, or 500 data elements that describe the demographic characteristics of your community at the state, county and zip code or census tract level.

Claritas annual estimates use other sources, in addition to US Census data, to provide more detailed estimates.

As stated above, the development and implementation of innovative programs to retain current customers and target high-propensity segments shall be the core focus. Consultant shall be responsible for developing and assisting with the various marketing programs. Below outlines the goals and strategies, target audiences and descriptions of each program.

GOALS AND STRATEGIES

• Create and implement customer retention programs to enhance OC Bus customer loyalty and riding frequency.

• Design and conduct grassroots marketing and outreach programs to educate customers about how to ride and the benefits of riding OC Bus.

• Promote special fare/pass programs and core/improved routes to retain current riders and attract new customers.

• Strategically select and target high-propensity market segments with cost-effective marketing programs.

• Support OCTA's ridership initiatives through strategic marketing and communications.

• Pivot when needed to accommodate new and different directions.

TARGET AUDIENCES

OCTA currently has special programs for youth, students, employers, and seniors with a strong online communications infrastructure to maintain and facilitate these programs and provide an effective platform for dissemination of bus information and promotions. Riding the bus remains affordable with competitive pricing options with Wave card. In addition, OCTA's strong retail network provides customers easy access to smart card purchases throughout Orange County.

CURRENT OC BUS CUSTOMERS

A quote from well-known customer service and customer experience advocate, Bill Quiseng, encourages organizations to "work as hard to keep a customer as you do to find a new one."

Other statistics also indicate that winning a customer is good for business, but keeping one is even better:

o It is six (6) to seven (7) times more expensive to attract a new customer than it is to retain an existing one.

o The probability of selling to an existing customer is up to fourteen (14) times higher than the probability of selling to a new customer. -Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.

o If satisfied by the customer experience, 73% of consumers will recommend a brand to others, and 46% say they will trust that brand's products and services above all others.

- SOL Global CX Wakeup Call Report.

According to the 2014 Customer Satisfaction Survey, 30% of respondents were relatively new to bus service, with less than one (1) year of ridership. More than one third of respondents have used bus service for at least seven (7) years. To retain new customers and reward long-time users, OCTA is in the process of developing and implementing customer loyalty programs to strengthen customer relations and retention in 2023.

• People who live/work within a quarter mile of OC Bus routes that match the following criteria o Hispanics o Asians o Household income below $30,000

According to the Pew Research Center, while there are few racial and ethnic differences in public transit use among non-urban residents, there are substantial differences when looking at only those living in urban areas. Among urban residents, thirty-four percent (34%) of blacks and twenty-seven percent (27%) of Hispanics report taking public transit daily or weekly, compared with only fourteen percent (14% ) of whites. According to 2018 U.S. Census data, the population of Orange County is about thirty-five percent (35%) Hispanic and about twenty-one percent (21%) Asian. Both groups are expected to increase in number.

In addition, foreign-born urban residents are more likely than urban dwellers born in the U.S. to regularly use public transportation (thirty-eight percent [38%] vs. eighteen percent [18%]);

twenty-nine percent (29%) of Orange County's population was born outside of the United States.

According to OCTA's 2018 OC Bus Onboard Intercept Survey, approximately sixty-one percent (61%) of OC Bus customers are Hispanic and twelve percent (12%) are Asian.

While the same marketing strategies can be applied to both Hispanic and Asian markets, it is essential to conduct marketing outreach in the preferred language of the targeted customers and to develop culturally relevant campaigns that go beyond language. Most importantly, marketing tactics and messages shall be tailored to match the ways ethnic and lower-income groups consume media and receive information. For example, marketing tactics could be more grassroots and personal to help overcome language barriers and fear of changing behaviors.

SCOPE OF SERVICES

As the demographics and communication behaviors in Orange County residents continue to evolve, marketing OC Bus service is becoming increasingly complex. In order to address churn and grow ridership, new concepts for current customer retention shall be developed alongside targeted campaigns to attract prospective riders.

To address these changes and implement a comprehensive OC Bus marketing program, Consultant shall perform various marketing activities in each of the following areas:

• Integrated, Strategic Marketing Plan Development A comprehensive and overarching plan shall be developed to serve as a blueprint for the contractual period of time. The plan shall be well thought-out and positioned to guide all marketing efforts to be cohesive and effective in achieving the organizational goals.

• Marketing & Digital Marketing Campaign Development, Management and Optimization Each campaign shall include, but not be limited to, the following components to aid in driving traffic, building brand awareness, and increase ridership and sales:

o Campaign goals development and effectiveness tracking o Identifying target audiences and providing insight to customer behavior o Developing key campaign messaging and potential offers for campaign success o Developing strategy for reaching and engaging target audiences o Developing mixed media campaign consisting of traditional and online media

• Email, Social Media and Mobile Marketing Strategy Development, Implementation and

Optimization Research, develop and propose new and innovative digital marketing strategies and tactics through email, social media, and/or mobile to help OCTA retain current customers and acquire new customers. Execute a successful agile marketing plan to improve performance and Return of Investment. Provide systematic solutions to implement, manage and optimize social media platforms, as well as analytics to maximize public interaction and engagement.

• Online and Traditional Media Planning, Buying and Optimization Understand where target audiences live online and offline, develop a flexible and high-quality media plan for each campaign to include targeting endemic and broad reach sites/media, as well as niche media/sites with loyal and passionate followings to engage potential customers in a clutter-free, relevant environment. Online media buying and optimization systems and technology are also required to provide real-time analytics data for refining campaign and discover insights to maximize return on investment (ROI). In addition to this contract, OCTA has some reserved funds for direct media buys.

• Ethnic Marketing and Translation (Hispanic and Asian) Research, develop and implement marketing programs targeting specific ethnic markets in Orange County. Develop media plans that reflect where ethnic target audiences live online and offline to meet ridership and sales goals. Provide translation services for target markets, including Spanish, Vietnamese, Korean, Farsi, and Chinese, as well as other languages as requested by OCTA.

• Print and Digital Creative Development, Design, Copywriting and Production Create strategic and innovative design themes and messages that resonate with campaign target audiences in both online and print formats. Be able to respond quickly to execute creative development through design, copywriting, and production in a timely manner to meet the project deadlines. Consultant shall have the ability to produce, deliver, accept, or share files from the following software:

o Adobe Creative Suite (including Photoshop, Illustrator, InDesign) o Ability to transfer files via cloud-based solutions

• Market and Customer Research, Segmentation Studies, Online Surveys, Implementation and Reporting To assist marketing planning and strategy development, identified research needs to gain customer insights and market intelligent information through primary and secondary research and surveys. Use state-of-the-art techniques to design, implement, and report appropriate study/survey as needed.

• Photography Provide original photography services to support approved marketing plans to showcase OCTA's products and services in a favorable and imaginative way.

Photography support shall include selection and management of paid models, the ability to provide studio shots on seamless, interior building and/or bus shots including people and location shots showcasing various buses. Buses will either be static or moving.

• Artificial Intelligence (AI) Any AI-generated content, visuals, or media must appear realistic and credible. Avoid outputs that look overly artificial, exaggerated, or “fake.” The goal is to maintain trust and professionalism in all client-facing materials.

• Printing and Fulfillment Services Various types of printing projects shall require production, distribution, installation, and/or removal during the course of this contract term, based on the approved marketing plan developed. Prior to release of all projects for print, a formal estimate shall be received and approved by OCTA's project manager. Consultant shall have the following minimum requirements: 1- to 6-color lithographic printing.

Traditional Lithography Printing

Digital variable data printing capability, which would include multiple areas of unique information on various sides/pages of the document. Standard turnaround on print jobs shall be five (5) working days; maximum turn around on any one project shall be no more than ten

(10) business days from receipt of digital mechanical to delivery.

• Ability to turn rush jobs in seventy-two (72) hours or less when needed.

• Ability to print and distribute direct mail projects from door hangers, variable data in-home delivery and USPS Every Door Direct Mail with quantities ranging from 30,000 to 120,000.

• Ability to provide mail house services such as distribution of mailed direct mail print pieces, receipt and fulfillment of direct mail offers, procure mailing lists, input customer survey data (data processing).

• Ability to produce, deliver, accept or share files from the following software:

o Adobe Creative Suite (including Photoshop, Illustrator, InDesign) o Ability to transfer files via cloud-based solutions

Specialty Printing

Specialty printing for specific programs may include, but are not limited to, bus exterior advertising, kiosk signage, and vinyl banners. These advertisements shall be printed using specifications identified in the scope of work, installed, and removed on an as-needed basis.

Bus advertising size specifications o Full Bus Wrap o Tail Wrap- 96"h x 100"w o Tail Poster- 21"h x 72"w o King Poster- 30"h x 144"w o Kong Poster - 36"h x 226"w o Headliner - 14"h x 372"w o Ultra Super King - 96"h x 264"w o Ultra Square - 96"h x 112"w o Michelangelo - 48"h x 24"w

Material Specifications for bus advertising graphics:

o Exterior materials for application to body paint:

• 3M IJ46 Scotch Cal film

• 3M 8509 Scotch Cal over laminate o Exterior materials for application to windows:

• 3M IJ64 Perforated window film

• 3M 8914 Scotch Cal over laminate

The specifications listed below are similar in nature to the types of projects that may be produced.

Creative Development Planning & Concept Development Review research to pull key insights, formulate a cohesive, consistent marketing strategy supporting the objectives. Provide two (2) to three (3) creative concepts to reflect some of the tactics being recommended.

Individual Components Copy writing, design, and layout of approved concepts through final production for the following components. Assume photography would be provided separately.

• Direct Mail: Postcard style, two (2) sided, would include a simple route map illustration.

• Interior Bus Ad

• Exterior Bus Ad (Ultra Super King)

• Facebook Ads (both static and animated)

Printed Collateral

Ride Guide Flat Size: 12"w x 16.5"h Folded Size: 6"w x 8.25"h Pages: 4 pages with one fold, 8 pages opened Quantity: 36,000 Color: 5/5 (4c + aqueous) Stock: 100# Endeavor Gloss Book Proofs: Digital Color Bindery: Trim, fold, carton pack and deliver to Santa Fe Springs, CA

Promotional Interior Card Finished Size: 11"h x 24"w Pages: 1 Quantity: 750 or 1500 cards Color: 4/0 with bleeds all edges Stock: .018 C1S Card Stock

Proofs: Digital Color Bindery: Trim to size, carton pack and deliver to Los Alamitos, CA

Tri Fold Brochure Flat Size: 8.5 x 11", two regular parallel folds, with singe perforation on right fold Finished Size: 3.6" x 11" Pages: 6 panels, two sides Quantity: 20,000 Color: 5/5 (4c + aqueous) Stock: 80# endeavor matte cover Proofs: Digital Color Bindery: Trim to size, score, two regular parallel folds, with perforation on right fold, carton pack, deliver to Santa Ana, CA

Project Staffing and Administration

Consultant shall ensure adequate staffing to achieve the objectives of the OC Bus Marketing 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 OCTA Marketing Project Manager (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 OCTA MPM. Due to the importance of consistent project management, for continuity, institutional knowledge and to facilitate timely completion of the project materials, OCTA shall 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 Bus 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 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 requires 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.

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 OC Bus MPM.

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.

Account Planning & Research - Analyzes customer and market insights to guide marketing and campaign strategy. The role supports account teams by turning research findings into clear, actionable recommendations.

Traffic Manager – Acts as a liaison between Account Services and all other departments.

Supervises, coordinates and ensures the on time and orderly flow of all advertising from job initiation to its release and billing.

Copywriting – Responsible for producing bold, strategic, persuasive messages for digital, print, social and broadcast media.

Design & Layout - Focuses on creating visually effective materials by arranging elements like text, images, and graphics for clarity and impact. The role ensures brand consistency and produces polished, user-friendly designs across various formats.

Other Functional Staffing:

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

Art Director – Formulates concepts and executes layout designs for artwork and copy to be presented by visual communications.

e-Marketing Specialist – Develops digital marketing campaigns including email, landing pages, paid search, and Search Engine Optimization (SEO). Expands client presence across the digital ecosystem by integrating storytelling, automation tools, and platform best practices.

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.

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 and 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 Researcher – 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.

Coordination and Administration – Coordination and administration for the OC Bus Marketing Program shall include, but be not limited to the following:

Project Archive – Consultant shall 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 OC Bus Marketing Program periodically to measure the effectiveness of the program. Consultant shall 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 OC Bus Marketing 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.