C250271_PP.pdf
PDF 352 KB Posted
- Attached to
- Express Lanes Marketing Program
- Solicitation number
- 250271
- Issued by
- Orange County, California
About this file
This is a proposal request document from the Orange County Transportation Authority (OCTA) for marketing services supporting the 405 and 91 Express Lanes program in California. The Authority seeks qualified consultants to develop and implement a comprehensive marketing program designed to promote awareness and utilization of the Express Lanes facilities. The project encompasses a three-year contract term with a total budget allocation of $450,000. The scope of work requires the selected consultant to create marketing strategies, develop promotional materials, manage media campaigns, and support ongoing public outreach initiatives across multiple channels to effectively communicate Express Lanes benefits to target audiences.
The contract represents a competitive solicitation opportunity with pricing structured as a fixed budget of $450,000 across the full three-year performance period. This procurement does not identify specific set-aside categories, incumbent contractor information, or renewal options. The funding is provided by OCTA as the contracting authority, with the budget available to support marketing activities that drive user adoption and awareness of both the 405 and 91 Express Lanes corridors. Qualified consultants should demonstrate prior experience in transportation marketing, public awareness campaigns, and familiarity with toll facility promotion or similar transportation demand management programs.
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Text version
Revised: 05/09/2018
INTEROFFICE MEMO
May 19, 2026
To: Anthony Gavazzi, Marketing Specialist, OCTA Marketing and Customer Engagement
From: Michael Cardozo, Senior Contract Administrator, CAMM
Subject: PROCUREMENT PLAN - RFP 250271, “Express Lanes 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: RFP IFB
Justification:
A Request for Proposals (RFP) procurement type is applicable because there are multiple factors for selection to be considered beyond cost.
Evaluation Criteria:
PROPOSAL WEIGHT
Qualifications of the Firm 25%
Staffing/Project Organization 20%
Work Plan 30%
Cost 25%
Justification: The standard 25 percent for each criterion was not used for this procurement. Qualifications of the firm is weighed at 25 percent to ensure firms have prior experience of performing similar services.
Staffing/Project Organization is weighted at 20 percent demonstrate it has the requisite personnel for this project. Work plan is weighed 30 percent each as the firm must demonstrate it has the understanding associated with this project to perform the services required under the scope of work. Cost is weighed at 25 percent to ensure that rates remain competitive, so OCTA receives value for the services provided.
Contract Type: Time & Expense CTO-Based Firm Fixed Price
Procurement Plan, RFP 250271
Revised: 05/09/2018
Justification: (Explain the rationale for using the particular contract type):
The contract type is time-and-expense because firms are requested to propose hourly rates for the services specified in the Scope of Work. The RFP does not have a specific Scope of Work detailing individual tasks. Therefore, a firm-fixed price contract cannot be used.
Retention: Yes No N/A
Prevailing Wages: Yes $ No N/A
Liquidated Damages: Yes $ No N/A
Procurement Schedule: Attached
Suggested Evaluation Team Members:
Internal Evaluators:
Anthony Gavazzi, Marketing Specialist, OCTA Marketing and Customer Engagement
Ellen Lee, Senior Project Manager, 91 Express Lanes
Anthony Rodriguez, Project Manager, 405 Express Lanes
Contract Term: Three (3)-year term
Funding Source: Local Measure M FTA FHWA
Dollar Amount: $450,000.00
Independent Cost Estimate Received: Yes No
Requisition Received: Yes Req. R001380
DBE Goal: Yes No
Project Manager Concurrence:
Procurement Plan, RFP 250015
Revised: 05/09/2018
Anthony Gavazzi, Marketing Specialist, OCTA Marketing and Customer Engagement Date
CAMM Section/Department Manager Concurrence:
Rebecca Abeyta, Section Manager, Procurement Date
5/20/2026
File details come from the government source that posted it. Updated .