IFB_250204__Scope_of_Work.docx

SCOPE OF WORK

On-Call Videography Services:

Transit Operator Visibility and Safety

INTRODUCTION

The Orange County Transportation Authority (OCTA) wishes to contract with a full-service video production firm to produce impactful, story-driven video content. Firms proposing a prime contractor are encouraged to collaborate with sub-contractors so that turnkey video production can be delivered. Firm shall have experience producing in areas including but not limited to:

· Public service announcements

· Branding or reputation-building campaigns

· Documentary or short-story segments

· Interview-driven storytelling

· Online and social media videos

· Transportation-related videos

· Cross-platform content adaptation (digital, broadcast, vertical formats, etc.)

· Preferred: experience working with multilingual or culturally diverse communities

· Preferred: experience with government or safety messaging campaigns Firm shall be capable of delivering a wide range of video services. This requires proficiency in areas such as video production, editorial, sound design, color correction, 2D and 3D animation and visual effects. Firm shall be able professionally pre-produce, produce, edit, finish and distribute using the following capabilities but not limited to:

· Concept development

· Scripting

· Storyboarding

· Pre-production; from storyboards to location scouting

· Producing

· Directing

· Color-match footage

· Color-correcting suites

· Recording studio

· Sound effects

· Motion graphics and animation

· Digital environments

· Closed captioning and subtitling

· Mastering for broadcast and online

· Use of AI-assisted tools to enhance scripting, editing, visual effects, or production workflows

Non-Technical Skills:

· Ability to effectively communicate technical ideas to a non-technical audience

· Ability to take abstract ideas from staff and complete them in a professional and timely manner

· Ability to work under strict deadlines and budget constraints

BACKGROUND

OCTA works with federal, state, regional, and local officials, community groups, businesses, and other agencies to provide the public with transportation solutions. As the county planning commission, OCTA is responsible for funding and implementing transit and capital projects for a balanced and sustainable transportation system. This includes bus and rail transit, rideshare, environmental programs, active transportation and express lanes and freeways.

At the heart of OCTA’s bus system is a network of 60 bus routes. Safety and security of both riders and employees a priority for OCTA, and several supporting programs are in place, such as bus driver training, onboard video surveillance, established response protocols, and a partnership with the Orange County Sheriff’s Department for transit security. While serious confrontations involving bus drivers are not common, they do occur. Assaulting a transit operator is a felony offense under California state law, punishable by up to three years in jail.

There is an opportunity to strengthen the culture of respect, safety, and shared responsibility across the transit system by fostering greater understanding of the people who drive OCTA buses. Story-driven video content can help the public see bus operators as individuals—parents, neighbors, veterans, and others who take pride in their work and care about the passengers they serve.

Through these videos, OCTA hopes to encourage riders to pause before reacting in frustration, remind motorists that there's a person (not just a bus) on the road, and inspire everyone to recognize and report early signs of conflict. This can help to support a culture of respect, safety, and shared responsibility across Orange County’s transit system.

Video OCTA leverages video across social media platforms (Facebook, Instagram, X, LinkedIn, and YouTube). The YouTube channel has more than 5.8 million views and 2,600 subscribers, and there are 53,000 followers across the other channels. Videos serve as an important communications and marketing tool for the organization.

Audiences

· General public

· Customers and prospective customers

· County and city officials

· Local Businesses

· OCTA employees

· OCTA Board of Directors

SITUATION ANALYSIS

OCTA bus drivers are essential to keeping Orange County moving, yet they are often seen only in terms of the uniform they wear or the vehicle they operate. While OCTA has strong safety measures in place, such as driver training, incident response protocols, and law enforcement partnerships, there is an opportunity to go further by addressing how drivers are perceived by the public. OCTA would like to leverage video to shift perception and build empathy. Through thoughtful storytelling, OCTA can help riders and motorists see bus drivers as individuals who care about their work and their community, encouraging more respectful and mindful behavior throughout the transit system.

COMMUNICATIONS APPROACH

OCTA wishes to collaborate with a full-service video production firm that offers pre-production, production and post-production capabilities to create effective, engaging videos.

SCOPE OF SERVICES

1) On-Call Video Services – This effort includes video production services with the following deliverables:

a) Job-by-job estimate of time and materials needed to complete the assignment approved by the designated Project Manager.

b) Project schedule including production,

c) Job delivery of a final, mastered video file, and any other assets to be deemed necessary.

d) Timeframe – In some cases, certain elements of the project will require same-day delivery, so the availability of Firm shall be necessary.

2) Video Enhancements – The need to reach the greatest audience with the most cost effective approaches requires occasionally repurposing existing video assets and final cuts. Working together with the OCTA Digital Marketing Manager, Firm shall assist in making video enhancements, including minor edits, re-cuts, re-dubs or changes to titling, including the following deliverables:

a) Job-by-job estimate of time and materials needed to complete the assignment, approved by the designated Project Manager.

b) Job delivery – will likely include repurposing existing content to provide more relevant content or approaches, including cut-downs for social networks to extend the life and reach of OCTA videos.

Timeframe – Many projects shall have appropriate timelines. However, in some cases, projects shall require same-day delivery, so the availability of Firm is necessary.

Goals Firm shall produce broadcast-quality and online-quality videos to achieve the following goals during the course of the contract:

· Develop a highly creative, compelling and engaging video concept.

· Complete each state of pre-production, production, post-production and distribution on time and on budget.

· Produce extremely high quality and cost-effective videos that communicates with the right target audience, encourages viewer engagement and attracts a large number of video views.

PROJECT MANAGEMENT

OCTA's Digital Marketing Manager shall be the key contact for the firm and shall direct firm's work effort. The Manager shall form, and/or be part of, an internal project team to assist in providing project direction. All jobs performed by the firm will need a cost estimate and the Digital Marketing Manager's approval before commencing work. Firm shall be responsible for responding to OCTA requests for services within forty-eight (48)-hours.

Firm shall designate a Project Manager within the firm to be the primary liaison with OCTA for day-to-day development activities. The project manager shall manage written communications via e-mail or any other OCTA available online tool. The project manager shall have the authority to make commitments and decisions that are binding to the firm.

LIMITATION ON GOVERNMENTAL DECISIONS

Nothing contained in this scope of work permits the 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.