Summary of Specifications:
The City of Lone Tree requests qualified consultants or consulting firms to submit a proposal that will yield an effective branding, marketing and communications strategy to promote a free business circulator shuttle that will extend end-of-line service from the Lincoln light rail station on Park Meadows Drive between the Entertainment District and Sky Ridge Medical Center. The selected firm will be tasked with developing a visual identity, targeted messages and a communications plan for all circulator shuttle operations. Target Audience: Professional and hourly employees at businesses along the Park Meadows Drive corridor. Route and Service: • 4.4 mile loop, from Entertainment District to Sky Ridge and back (see attached map) • Running one direction, continuously, for a minimum of 12 hours per day, M-F • Three 14-passenger shuttles, with a fourth running in AM peak hours: 6:00 a.m. to 7:30 a.m.: Morning Express service to Sky Ridge and Schwab 7:30 a.m. - end of day: Maximum 15 minute gaps between shuttles at a stop Scope of Service and Proposal Requirements The selected consultant will include how they plan to complete the following tasks: A. Research - Based on your knowledge, research and expertise, please compose a suggested plan of action with specific details regarding timeline and approach to gathering information about ridership, keeping in mind that the circulator shuttle must portray high quality service (friendly, clean, visible, easy to use, seamless, etc.) and reflect the City of Lone Tree’s high standards and upscale reputation. This plan should include time to gather input from our key stakeholders including members of the business community, residents, business commuters, and community leaders. B. Creation/Development of Brand Image – The consultant will be expected to submit a recommended plan of action with specific details of timeline and approach to creating a tagline, logos, general ad design, shuttle wrap design, and suggestions for promoting the circulator shuttle service. C. Collateral – The consultant will also be responsible for creating advertising and marketing material that will raise awareness of the new shuttle service and instruct riders how to use it. This may include the use of rack cards, paid advertisements, posters, brochures, social media campaigns, etc. D. Evaluation/Result Measurement – The consultant will be expected to submit timeframes and evaluation measures for the effectiveness of the communications strategy. E. Budget – Please submit a proposed budget based on the outlined tasks and products provided. The proposal should clearly define the percentage of the budget that will be required for the firm’s professional services and how much will be spent on the campaign itself. All proposals must also include the following information: • The names of individuals who will be working on the project and their areas of responsibility. • Specific experience of individuals relative to the proposed project. • Up to two examples of past projects relative to the RFP or related to transportation, if applicable. • A proposed outline of tasks, products, and project schedule, including the number of hours required to complete each task or product. • 3-5 references.
