C250271_SOW_Exhibit_A.pdf

RFP 250271

EXHIBIT A

SCOPE OF WORK

OCTA EXPRESS LANES MARKETING PROGRAM

INTRODUCTION

The Orange County Transportation Authority (OCTA) was formed in June 1991 to address ongoing transportation needs in Orange County. OCTA develops and implements transportation programs designed to reduce traffic congestion and improve air quality, and is also responsible for planning, funding, and delivering transportation improvements in Orange County. This includes freeway, streets and roads, and transit improvements. OCTA also operates and markets the 91 and 405 Express Lanes.

The goal of the Express Lanes Marketing Program is to create awareness and positive perceptions to increase new customer accounts, as well as increase the levels of usage and satisfaction for existing customers. Consultant shall develop market segmentation to identify high potential groups to be targeted for trial use. Consultant shall develop innovative approaches to generate interest and new accounts. Types of services that will help OCTA achieve these goals include:

• Brand development for brand identity, strategy, and management

• Integrated, strategic marketing plan development

• Marketing campaign development, management and optimization

• Digital marketing: email, social media and mobile marketing strategy development, implementation and optimization

• Online and traditional media planning, buying and optimization

• Ethnic marketing and translation

• Print and digital creative development, design/copywriting and production

• Market/customer research, segmentation study, online survey design, implementation and reporting

• Photography, collateral production, printing, distribution, specialty printing and other promotional items as required

BACKGROUND

91 Express Lanes The 91 Express Lanes was born from the need for congestion relief on State Route 91 (SR-91) when no public funds were available to solve this critical transportation problem. Built by the California Private Transportation Company (CPTC), the 91 Express Lanes embodied a unique concept in that the private sector would take the risk and the state would get congestion relief at no cost to taxpayers.

Built at a cost of $135 million, the Orange County section of the project was authorized as a toll road by the State of California in 1989 and opened in 1995. An agreement with the State of California Department of Transportation (Caltrans) included a non-compete provision that created a 1.5-mile protection zone along each side of SR-91. This zone prohibited improvements along the corridor and created mobility problems as the region and corresponding transportation demands grew.

To mitigate growing concerns over congestion, OCTA acquired the 91 Express Lanes franchise rights in January 2003. This eliminated the non-compete provision, clearing the way for future enhancements that will increase capacity and improve traffic flow along the SR-91 corridor.

In 2008, the Riverside County Transportation Commission (RCTC) received authority to extend the Express Lanes to Interstate 15 (I-15). Traffic congestion on eastbound SR-91 between the cities of Anaheim and Corona is routinely among the worst five areas in the nation. At a cost of $1.4 billion, the RCTC 91 Corridor Improvement Project added regular lanes, tolled express lanes, auxiliary lanes and direct express lane connectors from the northbound 1-15 to the westbound SR-91 and from the eastbound SR-91 to the southbound 1-15. Improvements to interchanges, ramps and surface streets were also made along the 91 Corridor.

The Riverside section of the 91 Express Lanes opened in 2017, providing customers with eight (8) additional miles of travel time certainty.

To provide 91 Express Lanes customers with excellent customer service, OCTA and RCTC entered into an agreement with the current 91 Express Lanes operator to service both segments of the Express Lanes.

405 Express Lanes OCTA in cooperation with Caltrans widened Interstate 405 (I-405) between State Route 73 (SR-73) and Interstate 605 (I-605). The project, completed in 2023, improved 16 miles of I-405 between the SR-73 freeway in the City of Costa Mesa and I-605 near the Los Angeles County line. The project added one (1) regular lane in each direction between Euclid Street and I-605 and made improvements to freeway entrances, exits and bridges. In addition, the project added the I-405 Express Lanes, comprising the existing carpool lanes and a new lane in each direction between SR-73 and I-605.

Since opening in October 2023, the 405 Express Lanes has offered drivers a convenient travel option that has led to time savings for all I-405 drivers.

MARKETING APPROACH

The development and implementation of innovative programs to reach a new customer base and to improve the overall perceived value among high-frequency users of the 91 Express Lanes will be the core focuses for the next few years. Consultant shall be responsible for the development of marketing collateral and plans as well as creating awareness to the public.

Consultant shall have a full range of marketing and creative design development, as well as public communication and outreach skills. While each execution presents its own opportunities and challenges, it is important that all Express Lanes branding is informed by the same graphic language for a unified OCTA brand.

Consultant shall also be responsible for maintaining the following programs for both 91 Express Lanes and 405 Express Lanes:

• Express Lanes Branding Development

Consultant shall provide ongoing creative design, messaging, and production support to develop online and offline materials and campaigns that promote and sustain awareness of the 91 and 405 Express Lanes brand.

• Express Lanes Marketing and Sales Program(s) Develop and implement new targeted marketing programs and maintain existing 91 and 405 Express Lanes campaigns/promotions to create awareness, increase usage, and generate new accounts for the Express Lanes.

• Customer Communications Create traditional public information and/or customer communications such as quarterly newsletters and other collateral.

Deliverables shall include, but not be limited to:

1. Job-by-job estimate of time and materials needed to complete the assignment, approved by the designated OCTA Marketing Program Administrator

2. Marketing plan including strategies, tactics, media recommendations, evaluation criteria, timeline and budget proposal including a draft and final plan

3. Estimate for each program element, approved by the designated Marketing Program Manager

4. Execution of online and offline plan elements, including concept, planning, design, layout, web design and programming, and other functions needed to carry out the requirements of the plan

5. Evaluation of program effectiveness (concise review of effectiveness of marketing program)

• Annual Report - Work Plan and Related Tasks The work plan for the Express Lanes Annual Report consists of six (6) tasks as outlined below. The total is not to exceed $30,000 for the development and production of the annual report.

Theme/Concept, Design, Format, and Production Schedule Consultant shall design and propose suitable format for print, internet, multi-media environment, or any of them combined, for the entire report including theme/concept and produce artwork, including charts and graphs. Consultant's responsibilities also include obtaining OCTA approval and making necessary revisions. The report shall contain, but is not limited to, the following elements:

• Annual Report cover with title and Express Lanes and OCTA logos

• Introduction letter by OCTA Chairman and CEO

• Table of Contents

• Express Lanes report contents

• Financial data

• Board of Directors listing

• Back page with Express Lanes and OCTA logos

Deliverables:

Shall include three (3) theme/concept options; production schedule based on delivery date provided by OCTA; design, format and layout of the report contents and cover (to be approximately 32 pages plus cover and back) including illustrations, graphics, and photography.

Copywriting:

Based on the approved concept and theme, Consultant shall be responsible for writing and developing all copy required for the Annual Report. OCTA staff will provide project information, financial data, and other information to prepare draft copy. All copy will be subject to review and final approval by the OCTA project manager. Consultant shall be responsible for final proofreading before printing.

Shall include an outline and draft copy consistent with the report concept and theme, and final report copy subject to review and approval by the OCTA project manager.

Photography and Illustrations:

Photographs and/or illustrations of Express Lanes activities, facilities, landmarks, or other designated sites that are required for the Annual Report. Consultant shall develop a list of suggested photographs or illustrations and site recommendations for OCTA staff to review and approve.

The Annual Report shall contain approximately between six (6) and twelve (12) transportation related photographs or illustrations to be used throughout the report in conjunction with the approved design. Depending on the concept/theme, some of the images will be provided by OCTA, and others shall require original photography, with all rights held by OCTA.

Final Digital Mechanical for Print:

After final copy is approved by OCTA, Consultant shall proof all report material, provide editing suggestions, and submit a color proof for OCTA review and approval. Once the color proof is approved, a complete digital file shall be compiled and provided to OCTA upon printing of the annual report. In addition, Consultant shall also select and specify type, paper or electronic medium, and colors with final approval by the OCTA project manager. Special care must be taken so the document shall reflect the professionalism of OCTA, but also be prudent in the use of toll payer's funds.

Consultant shall deliver original color proof and photocopies for final review and shall also provide complete digital file and printing specifications, including type, paper stock or electronic medium, and colors by the mutually agreed upon date.

Printing of Annual Report:

Upon final approval of the annual report, Consultant shall provide production estimates from three different vendors Consultant has a relationship with for approval by OCTA. Upon approval of selected vendor, Consultant to coordinate and oversee production of the annual report and provide final annual reports to

OCTA.

Shall include up to three (3) print estimates of final annual report for approval;

coordination and oversight of printing of annual report; up to 10 final samples delivered to OCTA, with the balance of up to 50 annual reports delivered to mail house for mailing.

Mail House Services for Annual Report:

Upon printing of annual report, Consultant shall provide OCTA with estimate to mail approximately 50 annual reports to various stakeholders. The annual report shall be inserted into an envelope and mailed, first class mail using the OCTA indicia permit. Envelopes and an electronic list of addresses will be provided by

Shall include up to two (2) different mail house estimates for approval, mailing of approximately fifty (50) annual reports, and delivery to US Postal office in Costa Mesa.

Target Markets Although OCTA will continue to reach the general market as part of its Express Lanes Marketing and Program, the following have also been identified as target markets with potential for ridership growth:

• Residents living in close proximity to the Express Lanes

• Employers and employees working in close proximity to the Express Lanes

• Originating and connecting counties (Riverside, Orange, Los Angeles)

• Current subscribers

• General public

• College students

• Area businesses

• Stakeholders/cities

• Marketing partners

• Destinations

• Media

Goals and Objectives The primary goals and objectives of the Express Lanes Marketing Program are to:

• Position the Express Lanes as a fast, reliable and predictable alternative to traveling the freeway

• Create awareness of Express Lanes service

• Increase new Express Lanes accounts

• Increase number of transponders per account

• Enhance satisfaction and perceived value from frequent users

SCOPE OF SERVICES

As the demographics and communication behaviors of residents of Orange County and those in close proximity to the alignment continue to change, marketing the Express Lanes is becoming increasingly complex. In an effort to address these changes and implement comprehensive marketing activities, Consultant shall perform various marketing activities. Consultant shall provide turnkey 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 engagement, building brand awareness, and increase ridership and sales:

- Campaign goals development and effectiveness tracking

- Identifying target audiences and providing insight to customer behavior

- Developing key campaign messaging and potential offers for campaign success

- Developing strategy for reaching and engaging target audiences

- 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 on investment (ROI). Provide systematic solution 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 ROI.

In addition to this contract, OCTA has some reserved funds for direct media buy.

• Ethnic Marketing and Translation (Hispanic and Asian)

Research, develop and implement marketing programs targeting specific ethnic markets in Orange County. Develop media plans that understand where ethnic target audiences live online and offline to meet ridership and sales goals. Provide translation services for target markets, to include Spanish, Chinese, Korean, Vietnamese, Tagalog and Farsi, as well as other languages per the request of

• Print and Digital Creative Development, Design, Copywriting and Production

Create strategic and innovative headlines, creative concepts, design theme and messaging 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 produce, deliver, or accept files from the following software:

Adobe Creative Suite (including Photoshop, Illustrator, lnDesign) High resolution PDF Microsoft Office (Word, Excel, PowerPoint)

• 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 highway shots including people and location shots showcasing various Express Lanes facilities and roadways.

• 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 will be received and approved by OCTA's project manager. Consultant or Consultant's subcontractor must have the following minimum requirements:

• One (1)- to six (6)-color lithographic printing

• Standard turnaround on print jobs shall be 15 working days; maximum turn on

• Any one (1) project would be no more than 20 business days from receipt of digital

• Mechanical to delivery.

• Ability to manage multiple print projects at the same time (such as between three (3) to seven (7)

• Unique print jobs) in the maximum turn time of 10 business days.

• Ability to provide mail house services such as distribution of mailed direct mail

• Print pieces, receipt and fulfillment of direct mail offers.

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

• Adobe Creative Suite (including Photoshop, Illustrator, lnDesign)

• High resolution PDF

PROJECT MANAGEMENT

OCTA's Marketing Program Administrator will be the key contact for Consultant and will direct Consultant's work efforts. Consultant shall be responsible for implementing the services described in the Scope of Work under the direction of the OCTA Marketing Program Administrator. The Marketing Program Administrator will form, and be a part of, an internal project team to assist in providing project direction.

Consultant shall designate a project manager to coordinate all marketing activities. The project manager will be permanently assigned in this capacity for the duration of the contract period. The project manager shall have the authority to make commitments and decisions that are binding to Consultant. Any changes to Consultant's personnel under this project shall be subject to OCTA's written approval.

All projects shall require an approved, signed estimate based on specific project specifications prior to commencement of work. Consultant shall invoice OCTA for services rendered on a monthly 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.