C250271_ICE.pdf
PDF 264 KB Posted
- Attached to
- Express Lanes Marketing Program
- Solicitation number
- 250271
- Issued by
- Orange County, California
About this file
This is an Independent Cost Estimate (ICE) prepared by the Orange County Transportation Authority for marketing services supporting the 91 and 405 Express Lanes program. The project involves comprehensive marketing services for a three-year contract term with a completion date of December 10, 2025. The scope of work encompasses creative direction, account management, copywriting, concept development, design layout, and computer production services. No specific bidder meeting or site visit requirements are documented in this estimate.
The total project budget is $450,000, allocated at $150,000 annually over the three-year term. Direct labor costs comprise $350,000 and include six labor categories: Creative Director (507 hours at $140/hour), Account Manager (507 hours at $120/hour), Copywriter (368 hours at $140/hour), Concept Development (461 hours at $140/hour), Design Layout (507 hours at $125/hour), and Computer Production (369 hours at $105/hour). Other direct costs of $100,000 cover photography, translation, web updates, and annual reports, with annual report costs increasing from $25,000 to $30,000 due to rising expenses. The cost estimate is substantiated using current contract C-2-2392 as a reference point. No overhead or subcontractor costs are included in this estimate.
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INDEPENDENT COST ESTIMATE (ICE)
FA-CAMM-006.docm (09/25/15) 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
Project Description: Marketing Services for the 91 and 405 Express Lanes
SHADED AREA FOR PROCUREMENT USE ONLY
Assigned Buyer No.:
D/M/WBE%:
Purchase Requisition No.:
New Contract / Procurement
Contract Amendment Current IFAS Printout Contract / PO No.:
(Required for Amendments)
Contract Task Order
Option Term
Date: 12/10/2025
Requestor: Anthony Gavazzi Marketing Specialist Phone Ext.: 5389 Name Title
Signature:
Cost
Estimate: $ 450,000.00 (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
R001380
FA-CAMM-006.docm (09/25/15) 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: Total budget $450,000 ($150,000 annually, 3-year term). Prices based on current contract C- 2-2392. $25,000 typically allotted to annual reports is increased to $30,000 due to rising costs.
FA-CAMM-006.docm (09/25/15) Page 3 of 3
PART III – INDEPENDENT COST ESTIMATE
Using the information provided in Part II, prepare the ICE for your procurement.
Use any or all of the categories listed below.
Prepared By: Anthony Gavazzi Date: 12/10/2025
Signature:
DESCRIPTION OF COST ELEMENTS
1. DIRECT LABOR
(List of Labor Categories)
Estimated Hours
Rate Per Hour ($)
Estimated Cost ($)
Total Est.
Cost ($)
Creative Director 507 $ 140.00 $ 70,980.00
Account Manager 507 $ 120.00 $ 60,840.00
Copywriter 368 $ 140.00 $ 51,520.00
Concept Development 461 $ 140.00 $ 64,540.00
Design Layout 507 $ 125.00 $ 63,375.00
Computer Production 369 $ 105.00 $ 38,745.00
Total Direct Labor: $ 350,000.00
2. OVERHEAD
Rate (%)
(use decimal input)
Total Labor ($)
Estimated Cost ($)
Total Est.
Cost ($)
% $ 350,000.00 $ 0.00 $ 0.00
3. MATERIALS/SERVICES (Excluding Information Technology [IT]) Estimated Cost ($)
Total Est.
Cost ($)
$ $ 0.00
4. INFORMATION TECHNOLOGY SUPPORT
Estimated Cost ($)
Total Est.
Cost ($)
Total IT Support: $ 0.00
5. TRAVEL
Estimated
Cost ($) Total Est.
Cost ($)
$ $ 0.00
6. SUBCONTRACTOR(S) / CONSULTANT(S)
Estimated
Cost ($) Total Est.
Cost ($)
Total Subcontractor(s) / Consultant(s): $ 0.00
7. OTHER DIRECT COSTS
Estimated
Cost ($) Total Est.
Cost ($)
Photography, translation, web updates, and annual reports $ 100,000.00 $ 100,000.00
8. TOTAL ESTIMATED COST: $ 450,000.00
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