L250315_ICE_R001505.pdf
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- Solicitation number
- 250315
- Issued by
- Orange County, California
About this file
This is an Independent Cost Estimate (ICE) document prepared by the Orange County Transportation Authority (Authority) on behalf of the Los Angeles-San Diego-San Luis Obispo (LOSSAN) Rail Corridor Agency for social media marketing and digital marketing services for the Pacific Surfliner. The project requires a comprehensive marketing services package with an assigned contract term ending January 23, 2026. The scope of work encompasses marketing and communications support, including strategy development, paid media services, and photo/video content creation. The requestor is Alyssa Dowdalls, Marketing & Comms Manager, and the estimated project duration requires completion by the contract term date.
The total estimated cost for this procurement is $450,000, which includes all direct labor, materials, services, and travel expenses. The cost estimate is derived from level of effort and hourly rates from current agreement L20011 with a 10% increase applied for inflation, plus an additional $100,000 for enhanced paid media strategy and $150,000 for photo/video services based on rates from previous agreement L20010. Direct labor costs total $49,500 (Project Manager at $165/hour for 300 hours), support staff labor comprises $387,900, information technology support for social media publishing and data platform costs $2,600, and in-person strategy session travel costs $10,000. This is a one-year initial term contract with the budget of $450,000 for the complete scope of social media marketing and digital marketing services.
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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: 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: 1/23/2026
Requestor: Alyssa Dowdalls Marketing & Comms Manager Phone Ext.: 5661 Name Title
Signature:
Cost Estimate: $ 450,000 (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
R001505
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: Budget is based on level of effort and hourly rates from current agreement L20011 plus 10% increase in hourly rate due to inflation and an additional increase of $100,000 for added paid media strategy and $150,000 for photo/video services based on level of effort and rates from previous agreement L20010.
FA-CAMM-006.docm (09/25/15) Page 3 of 3
PART III – INDEPENDENT COST ESTIMATE
Using the information provided in Part II, prepare the ICE for your procurement.
Use any or all of the categories listed below.
Prepared By: Alyssa Dowdalls Date: 1/23/2026
Signature:
DESCRIPTION OF COST ELEMENTS
1. DIRECT LABOR
(List of Labor Categories) Estimated
Hours Rate Per Hour ($)
Estimated Cost ($)
Total Est.
Cost ($)
Project Manger 300 $ 165.00 $ 49,500.00 $ $ 0.00 $ $ 0.00 $ $ 0.00 $ $ 0.00 $ $ 0.00
Total Direct Labor: $ 49,500.00
2. OVERHEAD
Rate (%)
(use decimal input)
Total Labor ($)
Estimated Cost ($)
Total Est.
Cost ($)
% $ 49,500.00 $ 0.00 $ 0.00
3. MATERIALS/SERVICES (Excluding Information Technology [IT]) Estimated Cost ($)
Total Est.
Cost ($)
$ $ 0.00
4. INFORMATION TECHNOLOGY SUPPORT Estimated Cost ($)
Total Est.
Cost ($)
Social media publishing and data platform $ 2,600.00
Total IT Support: $ 2,600.00
5. TRAVEL Estimated Cost ($)
Total Est.
Cost ($)
In-person strategy session $ 10,000.00 $ 10,000.00
6. SUBCONTRACTOR(S) / CONSULTANT(S) Estimated Cost ($)
Total Est.
Cost ($)
Total Subcontractor(s) / Consultant(s): $ 0.00
7. OTHER DIRECT COSTS Estimated Cost ($)
Total Est.
Cost ($)
Other Labor Costs - Support Staff $ 387900 $ 387,900.00
8. TOTAL ESTIMATED COST: $ 450,000.00
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