RFP_260504_Exhibit_A_SOW.pdf

RFP 260504

EXHIBIT A

Scope of Work OC Streetcar Safety Awareness and Public Education Program

BACKGROUND

Project Overview

The Orange County Transportation Authority (OCTA) is the lead agency for the design, right-of-way acquisition, construction, testing, and operation of the OC Streetcar. The OC Streetcar is a 4.15-mile modern streetcar system connecting the Santa Ana Regional Transportation Center (SARTC), Downtown Santa Ana, and a transportation hub near Harbor Boulevard and Westminster Avenue in the City of Garden Grove. The system has ten stops in each direction and will connect with existing bus and regional rail services.

The project originated through the Go Local program funded by Measure M2, Orange County's transportation sales tax. The cities of Santa Ana and Garden Grove selected a Locally Preferred Alternative, which was adopted by the OCTA Board of Directors in March 2015.

System Characteristics Relevant to Public Safety

The OC Streetcar includes embedded track within street-running portions of the alignment, dedicated right-of-way with ballasted track, at-grade railroad crossings, bridges, station platforms, and an electrified overhead contact system. Streetcar vehicles will operate in a dense urban environment shared with motorists, pedestrians, bicyclists, transit customers, businesses, residents, schools, visitors, and emergency responders. These conditions require clear, timely, and audience-specific education on safe behavior near streetcar vehicles, tracks, crossings, stations, and electrical infrastructure.

Federal and State Safety Oversight

As with the startup of any rail service, there will be extensive testing involved in getting OC Streetcar ready for operation. In accordance with Title 49 CFR Subtitle B Chapter VI Part 674, The California Public Utilities Commission (CPUC) has been designated as the safety oversight agency for California. Any input received from the CPUC regarding public safety should be evaluated and integrated into our process if deemed appropriate. For more information regarding CPUC guidelines governing rail and modern streetcars under General Orders 164-E and 143-B, visit the California Public Utilities Commission website.

Operations Plan

The OC Streetcar will operate seven (7) days a week. The OC Streetcar’s hours of operations are planned to be:

• Monday through Thursday – 6:00 a.m. to 11:00 p.m. (17 hours)

• Friday and Saturday – 6:00 a.m. to 1:00 a.m. (19 hours)

• Sunday/Holidays – 7:00 a.m. to 10:00 p.m. (15 hours)

Testing and Public Education Need

The introduction of active streetcar movements creates new conditions for the surrounding community and requires public education during testing and after revenue service begins. The Safety Awareness and Public Education Program shall educate the public during testing, launch, and ongoing revenue operations; promote safe behavior; reduce risks associated with unfamiliarity with rail operations; and build awareness of how to safely use and travel around the OC Streetcar system.

ROLE OF CONSULTANT

OCTA's marketing team is an integral part of OCTA’s effort in providing transportation solutions for Orange County residents and commuters. This team is responsible for creating awareness and encouraging usage of OCTA’s multi-modal transportation services through an array of functions including branding, education/outreach activities, creative design and content development, digital assets/social media management, special event/promotion to marketing planning, research, data analytics and customer relationship management, etc.

Consultant shall help develop and implement a comprehensive safety awareness and public education program in support of OC Streetcar operations. Consultant shall act under the direction of the Program Manager for OC Streetcar Marketing and Communications.

Although OCTA has long operated fixed-route and paratransit bus service and provides funding for Metrolink commuter rail service, the OC Streetcar introduces a new transit mode for Orange County residents and commuters. Because safety is OCTA's highest priority, the OC Streetcar Safety Awareness and Public Education Program is essential to preparing the community for the launch of this new service.

The program's primary goal is to build public awareness of the OC Streetcar and educate the community on safe behaviors throughout the pre-revenue testing period leading up to the Revenue Service Date (RSD). This multi-phased, comprehensive program includes targeted communications and outreach to a wide range of audiences, including school-age children, motorists, residents, pedestrians, cyclists, commuters, visitors, and Orange County's diverse communities, to help ensure everyone can safely interact with the OC Streetcar system.

The selected consultant shall develop and implement a comprehensive, multilingual safety education communications and outreach program tailored to Orange County's diverse communities. The consultant must have demonstrated experience leading safety awareness campaigns for modern streetcar or light rail systems during testing and operations, along with a strong understanding of Orange County's transportation environment and effective public engagement strategies, including but not limited to:

• Understand and communicate effectively about rail-related safety information.

• Ensure following appropriate CPUC guidelines governing rail and modern streetcars under General Orders 164-E and 143-B, as listed in the California Public Utilities webpage.

• Demonstrate proven success in conducting social marketing to motivate behavioral changes.

• Working in collaboration with OC Streetcar outreach team, develop and foster positive working relationships with school districts, schools in near the alignment, community organizations, senior centers, cyclist clubs, surrounding businesses, diverse communities, and other stakeholders both within and surrounding the OC Streetcar project area.

• Provide graphic design and content development for creating user-friendly safety and public education collateral materials - both print and digital.

• Decipher safety guidelines and rules and communicate them to the public in concise, engaging, and understandable terms in various forms including multi-lingual formats. (Spanish and Vietnamese)

• Identify and engage target audiences with emphasis on disadvantaged, diverse and hard-to-reach communities through a variety of effective outreach and new media tactics and facilitate the distribution of information among diverse interests.

CONSULTANT MANAGEMENT

The OC Streetcar marketing program manager (PM) will be the key contact and will direct Consultant.

Under the direction of the OC Streetcar marketing PM, Consultant shall be responsible for developing, refining, and implementing a comprehensive safety awareness and public education campaign for the pre-operation/testing and operation phases of OC Streetcar. Consultant shall incorporate existing OC Streetcar brand guidelines in the development of safety and education collateral materials.

Consultant shall work in tandem with OC Streetcar PM and OC Streetcar Team including members from Operations, Safety Compliance, Rail, Government Relations and Outreach to create synergy and implement a successful Safety Awareness and Public Education Program.

CONSULTANT'S SCOPE OF SERVICES

The primary goal of the Safety Awareness and Public Education Program is to educate and engage the public on safe behavior during pre-revenue testing and day-to-day revenue operations and to reduce risks associated with interactions between the public and OC Streetcar.

Safety Awareness and Public Education Plan

Consultant shall conduct research and enhance an existing Safety Awareness and Public Education Plan for OCTA approval. The plan shall be updated as needed to reflect project milestones, testing activities, public feedback, operating conditions, or input provided through OCTA. At a minimum, the plan shall include:

• Program goals, objectives, phases, priorities, and measurable outcomes.

• Audience segmentation and an assessment of key behaviors, risks, information needs, barriers, and preferred communication channels.

• An OCTA-approved safety messaging framework, message hierarchy, creative approach, and process for technical review and approval.

• Recommended communications, outreach, school, business, stakeholder, media, digital, and community engagement strategies.

• A phased implementation schedule coordinated with testing, pre-revenue operations, launch, and ongoing revenue service.

• A staffing and resource plan identifying prime consultant and subconsultant responsibilities.

• Budget assumptions and recommended allocation of resources by phase, audience, and communication channel.

• Performance measures, data-collection methods, reporting frequency, and a process for adjusting the program based on results.

Program Implementation

Following OCTA approval of the plan and individual work authorizations, Consultant shall develop and implement audience-specific public information using an integrated mix of in-person, print, digital, social media, paid media, outdoor, educational, and community-based outreach methods. Consultant shall recommend tactics based on research, project needs, cost-effectiveness, and proven practices for rail safety education.

Consultant shall coordinate outreach with schools, businesses, employers, community and faith-based organizations, senior and community centers, bicyclist groups, transportation providers, public agencies, first responders, and other stakeholders. Outreach shall be culturally relevant, accessible, and adapted to the needs of each audience. Consultant shall document contacts, activities, participation, feedback, and follow-up actions.

Consultant shall develop public information in appropriate formats, including written and electronic materials, presentations, signage, advertising, social content, videos, animation, interactive tools, and other approved methods. Consultant shall provide translation, interpretation, proofreading, and quality review as authorized by OCTA.

Target Audiences

Potential target audiences may include, but are not limited to:

• Residents, motorists, pedestrians, and bicyclists along and near the OC Streetcar corridor.

• Elementary, middle, and high school students; colleges; school administrators; teachers; parents;

and school districts.

• Employers, employees, commuters, current transit customers, and potential transit customers.

• Businesses, merchants, property owners and managers, chambers of commerce, visitors, and attractions along the corridor.

• First responders, emergency service providers, the Americans with Disabilities Act community, and OCTA bus and paratransit operators.

• Community, civic, faith-based, senior, homeowner, property management, bicyclist, and neighborhood organizations.

• Elected officials, government agencies, transportation partners, and other public-sector stakeholders.

• Diverse, disadvantaged, limited-English-proficient, and hard-to-reach communities.

• Media, online content creators, and other information partners, as authorized by OCTA.

• The general public and additional audiences identified through research or project needs.

Deliverables

Consultant services and deliverables may include, but are not limited to:

• A comprehensive Safety Awareness and Public Education Plan, phased implementation schedule, staffing plan, budget framework, and performance measurement plan.

• A safety messaging framework and creative platform that translate OCTA-approved rail safety requirements into clear and engaging public information.

• Audience-specific print and digital safety materials, including brochures, fact sheets, direct mail, door hangers, email content, toolkits, presentation materials, signage, advertising, and other approved collateral.

• School and youth education programs and materials, including presentations, activity materials, videos, quizzes, classroom or event resources, and age-appropriate promotional items.

• Community, business, employer, transportation partner, first responder, stakeholder, and internal communications programs, including briefings, meetings, open houses, presentations, and safety events.

• Website or web-portal content, social media content and advertising, digital display materials, infographics, email communications, and other approved digital assets.

• Video, animation, photography, illustration, motion graphics, interactive applications, and immersive or virtual-reality tools when authorized by OCTA.

• Paid and organic media planning, negotiation, placement, monitoring, optimization, and performance reporting across approved traditional, digital, ethnic, and community media channels.

• Multilingual translation, interpretation, proofreading, transcreation when appropriate, and independent quality review. Language capability shall include Spanish, Vietnamese, Chinese, Korean, and Farsi, with additional languages as authorized by OCTA.

• Outreach event planning and support, including logistics, permits or venue coordination as needed, staffing, presentations, surveys, material distribution, and post-event reporting.

• Research, surveys, polling, focus groups, data analysis, dashboards, performance metrics, and periodic program evaluations.

• Monthly, annual, campaign, and phase-end reports summarizing work completed, results, expenditures, lessons learned, and recommendations.

PROJECT STAFFING AND ADMINISTRATION

Consultant shall maintain adequate staffing to achieve the objectives of the Safety Awareness and Public Education Program, perform multiple assignments concurrently, respond to changing project conditions, and meet established schedules. Consultant shall provide sufficient management, creative, technical, production, digital, research, language, and field-outreach capacity throughout the term of the Agreement.

Consultant's Project Manager shall be responsible for overall performance and day-to-day communications with the OC Streetcar PM. The Project Manager and other designated key personnel shall not be removed, replaced, or materially reduced in commitment without OCTA's prior written approval.

OCTA may require Consultant to remove and replace a Consultant or subconsultant team member for cause. OCTA may communicate directly with the Creative Director and other key or functional staff as needed to support timely project delivery.

The roles below define the capabilities that must be available to the program and do not require a separate full-time person for every function. The tasks and capabilities listed are not exhaustive, and staff may perform work beyond the scope of any individual role description. Consultant may combine functions when the proposal clearly demonstrates that the assigned personnel have the required qualifications, capacity, and availability. Consultant may use qualified subconsultants for specialized services subject to the requirements of the Agreement.

Proposal Service and Staffing Coverage

To ensure that proposals include all required services, Consultant's proposal shall include an organizational chart and identify the individual or subconsultant responsible for each Key Staff and Other Functional Staffing category. The proposal shall describe relevant qualifications, modern streetcar or rail safety experience, responsibilities, availability, and the relationship between prime and subconsultant staff. Resumes shall be provided for proposed key personnel.

The price proposal shall include applicable labor classifications and fully burdened rates for the proposed services, along with anticipated other direct cost categories.

Key Staff

Project Manager – Serve as the primary point of contact and provide overall project leadership and coordination. Responsibilities may include oversight of scope, schedule, budget, staffing, quality, deliverables, and coordination with OCTA and project partners.

Community Outreach Liaison – Support and coordinate stakeholder and community engagement activities. Responsibilities may include developing outreach approaches, maintaining stakeholder relationships, supporting presentations and events, coordinating outreach staff, documenting feedback, and assisting with follow-up activities.

Account Coordinator – Provide general project coordination, administrative, and logistical support.

Responsibilities may include maintaining schedules and records, tracking assignments and deliverables, coordinating meetings, production, and events, and supporting progress and invoice documentation.

Creative Director – Provide creative leadership and oversight for program messaging and materials.

Responsibilities may include guiding concepts, reviewing creative work, supporting brand consistency and technical accuracy, coordinating creative staff, and participating in reviews and approvals.

Other Functional Staffing

Graphic Design – Develop and produce brand-consistent visual materials across print, digital, environmental, and other media, including related production, accessibility, revision, and file-delivery support.

Copywriting and Content Development – Develop clear, accurate, and audience-appropriate content for program communications and materials. Services may include adapting technical information, tone, and format for various audiences and platforms.

Social Media Planning and Execution – Support the planning, development, management, and evaluation of organic and paid social media activities, including content, audience engagement, approvals, and performance analysis.

Media Planning and Buying – Plan, place, manage, and evaluate media activities in support of program objectives, audiences, schedules, and budgets across appropriate channels.

Market Research and Evaluation – Conduct research, analysis, and evaluation to support program planning, measure effectiveness, identify audience insights, and recommend adjustments.

Translation and Interpretation Services – Provide translation, interpretation, proofreading, linguistic review, and related language services appropriate to the audience and subject matter. Minimum language capability shall include Spanish, Vietnamese, Chinese, Korean, and Farsi, with additional languages provided as authorized by OCTA.

Web Development – Develop, update, test, and maintain web content and digital experiences in accordance with applicable OCTA requirements, accessibility standards, technical standards, and industry practices.

Print Production, Promotional Items, Mailing, Distribution, and Installation – Coordinate the production, procurement, fulfillment, distribution, installation, and related support of OCTA-approved materials and promotional items. OCTA approval shall be obtained before production or ordering.

Outreach and Event Support Staff – Provide qualified personnel to support outreach, events, presentations, field activities, logistics, public engagement, documentation, and related program needs.

Multilingual staff shall be provided when appropriate.

COORDINATION AND ADMINISTRATION

Coordination and administration for the Ridership Marketing and Customer Communication program shall include, but be not limited to, the following:

Monthly Progress Report

The monthly progress report shall be a snapshot of the marketing activities and customer communication performed the prior month. A tally of all traditional, print, and online advertising, outreach and communications along with detailed results and metrics shall be captured in this document. It shall also include a forecast of communication needs for the coming months and resources needed. A calendar of outreach activities, advertising/communications schedules and other important milestones shall be included in this document.

Monthly Invoices

Monthly invoices shall be submitted to the OC Streetcar PM for approval and payment. They shall include a summary of project budget activity to date (including burn rate) and identify costs against each major task, and/or subtask as appropriate. Specific billing requirements will be provided by OCTA staff upon award of the contract.

Event and Outreach Reports

For outreach activities and events, Consultant shall provide post-event or post-activity reports at the frequency and level of detail directed by OCTA. Reports shall identify the activity date, location, audience, purpose, staffing, attendance or contacts, materials distributed, questions and feedback received, survey results when applicable, issues encountered, photographs when authorized, follow-up actions, and recommendations for future activities.

Project Archive

Consultant shall develop and maintain an organized, remotely accessible project archive using a cloud-based or web-based platform approved by OCTA. The archive shall include final and editable working files, approved copy and translations, design files, photographs, video and audio files, releases and licenses, media plans and placement records, research data and reports, outreach materials, event reports, approval records, and other project documentation.

Upon completion or termination of the Agreement, Consultant shall provide OCTA with all master files, source files, final deliverables, supporting documentation, and access credentials or transfer materials required for OCTA to retain and use the project archive in accordance with the Agreement.

Evaluation

Consultant shall create and implement a mechanism to evaluate the Safety Awareness and Public Education Program periodically. Consultant shall compare results to established objectives and baselines, identify gaps or emerging needs, and recommend adjustments to messages, audiences, tactics, timing, or resource allocation.

OTHER TASKS AS DEEMED NECESSARY BY PROJECT DEMAND

Consultant shall provide other communications, safety education, outreach, production, research, media, digital, event, and related services requested by OCTA and authorized in writing. Only services supported by the approved scope may be performed. A service outside the approved scope shall require authorization.

LIMITATION ON GOVERNMENTAL DECISIONS

Nothing contained in this scope of work permits Consultant 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 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.