Revised: 07/20/2010

INTEROFFICE MEMO

Date: April 27, 2026

To: Alyssa Dowdalls, Marketing and Communications Manager, LOSSAN

From: Gina Torres, Senior Contract Administrator, CAMM

Subject: PROCUREMENT PLAN, RFP 250315 – “Pacific Surfliner Social

Media Marketing and Digital Marketing Services”

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: An 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 30%

Work Plan 20%

Cost 25%

Justification: The standard 25 percent for each criterion will not be used for this procurement. Several factors were considered in developing these weights.

Qualifications of the firm is weighted at 25 percent due to the breadth and depth of the requested services, the successful firm must have a proven track record for meeting similar requirements in previous projects. Staffing and project organization is weighted at 30 percent as the firm’s proposed project team must demonstrate familiarity with required marketing specializations in terms of knowledge, skills, and experience. Work plan is weighted at 20 percent to emphasize the importance of the firm demonstrating its ability to provide solutions specific to the LOSSAN Agency’s marketing needs and opportunities. Cost and price is weighted at 25 percent to ensure the LOSSAN Agency receives competitive rates for the services provided.

Contract Type: Time & Expense CTO-Based Firm-Fixed Price

Justification: The contract type is time-and-expense because firms are requested to propose rates for 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.

Procurement Plan, RFP 3-2254

Revised: 07/09//2010

Retention: Yes No N/A

Prevailing Wages: Yes $ No N/A

Liquidated Damages: Yes $ No N/A

P.M. to provide support documentation identifying how the LD amount was established.

Procurement Schedule: Attached

Suggested Evaluation Team Members:

5 members are required over $250k

Internal Evaluators:

Alyssa Dowdalls, Marketing and Communications Manager, LOSSAN Marcus Garcia, Business Unit Analyst Senior, LOSSAN Karen Tran, Marketing Specialist Principal, LOSSAN Jessica Gonzales, Marketing Specialist Senior, LOSSAN

External Evaluators:

N/A

Contract Term: One (1)-year initial term with two, two (2)-year option terms

Funding Source: Local Measure M Federal (FHWA)

Dollar Amount: Initial Term $450,000 First Option Term $944,000

Second Option Term $991,200

Independent Cost Estimate Received: Yes No

Requisition Received: Yes # R001505 No

DBE Goal: Yes No

Project Manager Concurrence:

Alyssa Dowdalls, Marketing and Communications Manager, LOSSAN Date

CAMM Section/Department Manager Concurrence:

Georgia Martinez, Department Manager, CAMM Date