Summary of Specifications:
SCOPE OF WORK The comprehensive marketing plan should primarily target the unique demographics of Jacksonville-area, including commuters, students, military personnel, environmentally-focused consumers, tourists, and health advocates in an effort to make transit part of the community lifestyle. Military personnel constitute a significant portion of our ridership market and are generally 18 to 24 years old from various backgrounds. This demographic is difficult to communicate with via traditional media outlets; therefore, a considerable amount of the project will be to develop innovative strategies to reach these potential riders. The Transit System Development Plan suggests that riders that have choices, or groups unfamiliar with transit, offer the greatest opportunity to become new riders. Strategies from the marketing plan should convey an inviting image for transit that is consistent with current outreach initiatives. The City is interested in a strategy that reflects the current branding of the City, the established branding of Jacksonville Transit and builds affinity, awareness and loyalty for Jacksonville. The strategy should exploit the demographics of existing riders as well as potential riders and reflect demographics of our community which has a significant military presence. Strategies will be expected to be spread among many different media and to be executed by the City¡¦s Media Services Division, other City staff or an outside agency. Innovative and effective media placement of advertising is essential to inform the public of current operations and the new and improved vision for future transit service. Identifying the best brand placement markets for Jacksonville Transit will be a quality of the winning bid. Proposals should include traditional advertising in addition to new media outlets. Mapping, way-finding and ¡§how-to¡¨ elements should provide information on the transit system in a clear and intuitive fashion. Upon implementation of the marketing plan, potential transit riders should be able to easily access navigation materials and immediately be able to utilize the Jacksonville Transit system to connect with destinations throughout the greater Jacksonville area. The winning proposal will convey a creative and innovative understanding of the unique role transit can play as a part of our community. It is the responsibility of the winning bidder to present a logical and realistic timeline for each of the deliverables, to be coordinated with the City of Jacksonville¡¦s implementation of operational adjustments. These changes are expected to be implemented in January 2013. Results from the above tasks will be compiled into a comprehensive document or documents (approved in form by City of Jacksonville) and presented to the Jacksonville City Council for consideration. All components of the project will be completed on or before December 31, 2012. Deliverables of the Comprehensive Marketing Plan include, but are not limited to: Marketing and Communications „X Civilian marketing and communication strategies „X Military marketing and communication strategies „X On-call center communication enhancements „X Advertising opportunities Branding „X Templates which reflect color schemes consistent with the City of Jacksonville and Jacksonville Transit „X Taglines, sub-modifications of current Transit Logo or other graphic elements that enhance and advance the developing brand Mapping, Way-finding and ¡§How To¡¨ Elements „X Informational brochure(s) „X ¡§How to Ride¡¨ materials „X Transit passes „X Updated route maps/schedules „X Updated system maps/schedules „X Holiday schedule templates „X Rack cards „X Signage Implementation of Operational Adjustments „X Outline dates and agendas of all required public hearings and meetings „X Provide templates for public meetings „X Provide advertisements for public notification „X Recommend other strategies for collecting public input „X All submittals and deliverables for the plan will be made in electronic formats acceptable to the City If you have questions, please contact Anthony Prinz at 910/938/5292.
