L250315_PP_GMEDITS.docx
DOCX document 47 KB Posted
- Solicitation number
- 250315
- Issued by
- Orange County, California
About this file
This document is a project description for social media marketing and digital marketing services prepared on behalf of the Los Angeles-San Diego-San Luis Obispo (LOSSAN) Rail Corridor Agency by the Orange County Transportation Authority (OCTA). The project seeks qualified consultants to develop and execute comprehensive social media and digital marketing strategies specifically designed to promote and enhance the visibility of the Pacific Surfliner rail service. The engagement is structured as a one-year initial term, with the contract commencing upon execution and continuing through the designated contract period.
The total project budget is $450,000 for the one-year initial term. The scope of work encompasses social media content creation, digital marketing campaign development, audience engagement strategies, and performance analytics to support the Pacific Surfliner brand across multiple digital platforms. Specific details regarding proposal submission deadlines, anticipated award dates, renewal options, and any other contractual provisions are not detailed in this excerpt. Interested proposers should be prepared to demonstrate relevant experience in transit-focused marketing, social media management, and digital advertising, along with the capacity to deliver measurable results within the allocated budget.
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Text version
INTEROFFICE MEMO
Procurement Plan, RFP 3-2254
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: |X| 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 20 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: |X| 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.
| Retention: |
| |_| Yes |
| |X| No |
| |_| N/A |
| Prevailing Wages: |
| |_| Yes |
| $ |
| |X| No |
| |_| N/A |
| Liquidated Damages: |
| |_| Yes |
| $ |
| |X| No |
| |_| N/A |
P.M. to provide support documentation identifying how the LD amount was established.
Procurement Schedule: |X| 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: |X| Local |_| Measure M |_| Federal (FHWA)
Dollar Amount: |X| Initial Term $450,000 |X| First Option Term $944,000 |X| Second Option Term $991,200
Independent Cost Estimate Received: |X| Yes |_| No
Requisition Received: |X| Yes # R001505 |_| No
DBE Goal: |_| Yes |X| No
Project Manager Concurrence:
| ______________________________________ | ______________ | |
| Alyssa Dowdalls, Marketing and Communications Manager, LOSSAN | Date |
CAMM Section/Department Manager Concurrence:
| __________________________________ | ______________ | |
| Georgia Martinez, Department Manager, CAMM | Date |
Revised: 07/20/2010 Revised: 07/09//2010 image1.png
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