SLED Opportunity · OKLAHOMA · THE CITY OF OKLAHOMA CITY AND TRUSTS
AI Summary
The City of Oklahoma City's Central Oklahoma Parking & Transit Authority (EMBARK) seeks a media buying partner to plan, negotiate, purchase, and optimize media placements supporting marketing campaigns. This RFP focuses on media buying services across digital and traditional channels to maximize ROI, with electronic bid submission and a pre-bid conference via Microsoft TEAMS.
The Central Oklahoma Parking & Transit Authority (COPTA) dba EMBARK is seeking proposals for a Media Buying Partner to support our internal team. The Proposer(s) will provide media buying services to support EMBARK’s marketing and advertising objectives. The media buying agency will plan, negotiate, purchase and optimize media placements across selected channels to maximize ROI. **Solicitation Type**: RFP - Request for Proposal (Formal) **Source ID**: PU.MU.USA.2722754.C19106251 **Piggyback Contract**: No **Question Acceptance Deadline**: 04/15/2026 11:00 AM EDT **Questions are submitted online**: Yes **Bid Submission Type**: Electronic Bid Submission **Owner Organization**: Central Oklahoma Transportation and Parking Authority **Solicitation Number**: RFP-COTPA-26-006 **Reference Number**: 0000411521 **Pricing**: In attached document **Bid Documents List**: | Item Name | Description | Mandatory | Limited to 1 file | |---|---|---|---| | Proposal Documents | Attach Proposals Document(s) as requested in the RFP. | Yes | No | | Letter of Authorization | Attach Completed Letter of Authorization (if needed) | No | Yes | | Exceptions | Attach Exceptions to RFP Requirements (if needed) | No | No | **Pre-Bidding Events**: Event Type: Prebid Conference | Attendance: Recommended | Event date: 03/18/2026 01:00 PM EDT | Location: Microsoft TEAMS | Event Note: Online Audio and Video Teams Meeting Web Address: Contact: Caytlin Bierwirth Meeting ID: 297 196 750 927 00 Meeting Passcode: ka9yp2av Phone call with Audio only: Dial:+1405-534-4946,331376840# United States, Oklahoma City Phone conference ID: 331 376 840# **Questions and Answers**: - Q1 Arrow Right Question: Full service agency? Are you looking for a full service agency? We are a digital agency and can place anything in the digital space, but we don't place any local radio or other traditional channels. Should we bid? Arrow Right Answer: No, we are not looking for a full-service agency. We currently have a marketing services partner and a separate public relations partner. This RFP is seeking media buying partners who can provide media buying strategies and recommendations for our organization’s marketing campaigns. You will need to be able to negotiate, buy, provide earned media opportunities across digital channels and traditional mediums, and report on the performance of all media buys. 03/13/2026 03:33 PM EDT 03/16/2026 10:36 AM EDT - Q2 Arrow Right Question: Media software? Do you require any specific media software for this, or is media software optional? Arrow Right Answer: We do not require the use of any specific media buying software. However, we do expect comprehensive reporting to be provided, including metrics such as impressions, clicks, added value media, and other relevant performance indicators. 03/16/2026 04:22 PM EDT 03/18/2026 01:43 PM EDT - Q3 Arrow Right Question: availability We can be available via zoom, phone or email easily within one day, but in-person would be difficult since we are located in Nevada. Would this disqualify us? Arrow Right Answer: No, this would not disqualify your team. We regularly work with out-of-state vendors and are comfortable coordinating via Zoom, phone, and email. While occasional in-person meetings may be requested, the majority would be scheduled at least five or more business days in advance to allow for appropriate planning. 03/17/2026 02:24 PM EDT 03/18/2026 01:43 PM EDT - Q4 Arrow Right Question: Estimated Media Spend Could you provide guidance on the anticipated media spend for this engagement? Specifically, what is the expected annual media investment, and is there a typical or average spend per campaign? If exact budget figures cannot be shared, any historical spend ranges or past campaign investment levels would be helpful for planning and alignment. Arrow Right Answer: Unfortunately, we are not allowed to share budget information. 03/17/2026 06:06 PM EDT 03/19/2026 02:49 PM EDT - Q5 Arrow Right Question: Media mix? Can you share your current media mix, and is there a particular media you feel has worked best in the past? Arrow Right Answer: Media placements vary based on campaign needs and objectives. Most media is planned and purchased on a campaign basis and depend on the specific goals and scope of each initiative. 03/18/2026 01:18 PM EDT 03/18/2026 02:31 PM EDT - Q6 Arrow Right Question: Media buying Do you place media on a quarterly basis or annual, etc..? Arrow Right Answer: Media placements vary based on campaign needs and objectives. While we occasionally utilize annual or quarterly sponsorships, most media is planned and purchased on a campaign basis. Budgets and timelines can vary significantly depending on the specific goals and scope of each initiative. 03/18/2026 01:18 PM EDT 03/18/2026 02:31 PM EDT - Q7 Arrow Right Question: State Certification Our agency has a women’s owned certificate through the state. Is that something that would be considered in the selection process? Arrow Right Answer: In accordance with requirements of the U.S. Department of Transportation as set forth in 49 CFR part 26, as amended, Central Oklahoma Transportation and Parking Authority, doing business as EMBARK, hereby notifies the public that it is updating the Disadvantaged Business Enterprise (DBE) goal for federal funded projects, professional services, construction and other federal funded projects. EMBARK is committed to the development, implementation, coordination, and monitoring of all Disadvantaged, Minority and Women-Owned Enterprises (DMWBEs), and Community Outreach programs. The agency's commitment to promoting a working environment, which recognizes and values the diverse social profile of the EMBARK service areas, customers, stakeholders, contractors and employees. EMBARK strives for equitable representation and advancement of members of all protected groups at all levels of employment and inclusion of disadvantaged businesses in all agency purchasing and contracting activities. 03/18/2026 01:18 PM EDT 03/18/2026 02:31 PM EDT - Q8 Arrow Right Question: Production Costs Does the cost of production and asset creation need to be included as part of the budget, or is that separate? Arrow Right Answer: Production and asset creation costs should not be included as part of the media budget. We utilize a separate creative firm, along with an internal graphic designer, to develop all campaign assets. 03/18/2026 01:19 PM EDT 03/18/2026 02:31 PM EDT - Q9 Arrow Right Question: Recurring or New Project Is this a new initiative or an extension of a current media effort? Arrow Right Answer: We are looking for a new media buying partner, not an addition to a current media buying partner. 03/18/2026 01:55 PM EDT 03/19/2026 02:49 PM EDT - Q10 Arrow Right Question: Annual Budget Could you provide an estimated annual budget or the media spend for the current year? Arrow Right Answer: Unfortunately, we are not allowed to share budget information. 03/18/2026 01:56 PM EDT 03/19/2026 02:49 PM EDT - Q11 Arrow Right Question: Sample Budget The RFP requests a sample media strategy and plan. Is there a sample budget that should be used when providing this strategy and plan? Arrow Right Answer: Unfortunately, we are not allowed to share budget information. 03/18/2026 02:06 PM EDT 03/19/2026 02:49 PM EDT - Q12 Arrow Right Question: Annual Budget Do you have an estimated annual budget? Arrow Right Answer: Yes, but unfortunately, we are not allowed to share budget information. 03/18/2026 03:21 PM EDT 03/19/2026 02:49 PM EDT - Q13 Arrow Right Question: Annual Budget Amount You give an example of $60,000 for a media budget. Is that purely an example - should we provide a budget based on our recommendations? Arrow Right Answer: Just an example. 03/18/2026 05:17 PM EDT 03/19/2026 02:49 PM EDT - Q14 Arrow Right Question: Sample media strategy and plan Are you looking for a detailed sample media strategy and plan - specific vendors, placements, run times, etc? Or, more general as in "$ for OOH, $ for TV, $ for Meta", etc.? Arrow Right Answer: We are looking for a sample media strategy and plan that identifies recommended placements and recommended budgets for each channel. 03/18/2026 05:18 PM EDT 03/19/2026 03:55 PM EDT - Q15 Arrow Right Question: Prebid Conference Is there a recording of the Prebid Conference on 3/18? Arrow Right Answer: No, there is not. 03/20/2026 02:34 PM EDT 03/20/2026 02:52 PM EDT - Q16 Arrow Right Question: Priorities What are the top 3–5 strategic priorities for EMBARK over the contract period? Arrow Right Answer: We run annual campaigns to boost ridership and improve public perception of transit, such as paid Google parking ads, Third Friday Free events, biannual half-price sales, free Streetcar rides (6-month pilot/Downtown in December), Thunder game day shuttle, and safety campaigns for motorists, pedestrians, and cyclists. 03/30/2026 01:08 PM EDT 03/31/2026 02:02 PM EDT - Q17 Arrow Right Question: Campaign plans Are there any major campaigns, initiatives, or launches already planned for 2026–2027? Arrow Right Answer: Regrettably, any future campaigns or initiatives cannot be disclosed at this time. 03/30/2026 01:08 PM EDT 03/31/2026 11:48 AM EDT - Q18 Arrow Right Question: Support Hours What is the expected level of effort for ongoing support? Can you estimate how many hours per month you anticipate needing support? Arrow Right Answer: Coordinating bi-weekly meetings or a monthly meeting, reviewing media proposals, managing our annual media plan, and proposing media buying opportunities that align with the goals of EMBARK’s marketing team. Will fluctuate based on active media buys. 03/30/2026 01:09 PM EDT 03/31/2026 11:48 AM EDT - Q19 Arrow Right Question: Internal Capabilities What internal capabilities already exist (PR, social, marketing), and where specifically do you expect the agency to fill gaps? Arrow Right Answer: Our staff includes a social media manager, a videographer, a public information coordinator, a business development coordinator, and a graphic artist. Refer to RFP 03/30/2026 01:09 PM EDT 03/31/2026 11:48 AM EDT - Q20 Arrow Right Question: Growth Opportunities What are the biggest growth opportunities you see for EMBARK’s PR and strategic communications efforts? Are you facing any communication challenges? Arrow Right Answer: Thank you for your inquiry. At this time, we are not able to provide responses regarding potential growth opportunities for EMBARK’s PR and strategic communications efforts, nor can we comment on any communication challenges. We appreciate your understanding. 03/30/2026 01:10 PM EDT 03/31/2026 11:48 AM EDT - Q21 Arrow Right Question: Event Examples What are some examples of events? Roughly how many are there per year? What kind of support are you seeking from the agency (e.g., promotion only, event planning and promotion) Arrow Right Answer: N/A to media buying RFP 03/30/2026 01:11 PM EDT 03/31/2026 11:48 AM EDT - Q22 Arrow Right Question: Audiences to reach Who are the primary and secondary audiences? Arrow Right Answer: Current and potential riders in the living or visiting the OKC metro. 03/30/2026 01:11 PM EDT 03/31/2026 11:48 AM EDT - Q23 Arrow Right Question: Geographic Areas Are there any priority geographic areas? Arrow Right Answer: OKC Metro Area 03/30/2026 01:11 PM EDT 03/31/2026 11:48 AM EDT - Q24 Arrow Right Question: Audience Perception Is there any existing data regarding current audience perceptions of EMBARK? How do you currently monitor this? Arrow Right Answer: We currently use Critical Mention as a media monitoring and reporting tool. Data for the previous week reflects 72.7% positive, 18.2% neutral, and 9.1% negative sentiment for those media mentions. 03/30/2026 01:11 PM EDT 03/31/2026 11:48 AM EDT - Q25 Arrow Right Question: Brand Guidelines Are there existing brand guidelines, messaging frameworks, or campaigns we should align with? Arrow Right Answer: Yes. The following materials will be provided once the finalists have been selected. 03/30/2026 01:12 PM EDT 03/31/2026 11:48 AM EDT - Q26 Arrow Right Question: Sample PR Plan What level of detail are you hoping to see in a “sample PR plan?” It’s a bit difficult to build a strategy before discovery/client onboarding. Arrow Right Answer: N/A to media buying RFP 03/30/2026 01:12 PM EDT 03/31/2026 11:48 AM EDT - Q27 Arrow Right Question: Current Agency Does EMBARK currently work with an agency on these services? If so, who? Arrow Right Answer: Yes, we are unable to disclose information regarding our current vendor at this time. Thank you for your understanding. 03/30/2026 01:13 PM EDT 03/31/2026 11:48 AM EDT - Q28 Arrow Right Question: Agency Criteria What are your top criteria for agency selection? Arrow Right Answer: Thank you for your question. We are not able to provide information regarding the top criteria for agency selection at this time. 03/30/2026 01:13 PM EDT 03/31/2026 11:48 AM EDT - Q29 Arrow Right Question: Selection Committee Who sits on the selection committee? Arrow Right Answer: Thank you for your question. We are unable to provide information regarding the members of the selection committee at this time. 03/30/2026 01:13 PM EDT 03/31/2026 11:48 AM EDT - Q30 Arrow Right Question: Budget Estimate Is there an estimated budget for this work throughout FY27? If not, what was the budget for FY26? Arrow Right Answer: At this time, COTPA is unable to share any financial information related to this RFP. We appreciate your understanding and encourage you to utilize the details provided within the solicitation documents to prepare your response. Please let us know if there are any other aspects of the RFP we can clarify. 03/30/2026 01:13 PM EDT 03/31/2026 11:48 AM EDT - Q31 Arrow Right Question: Project Scoping Is each project scoped separately, or can we anticipate a baseline retainer? Arrow Right Answer: Each media purchase or sponsorship will be scoped separately. 03/30/2026 01:14 PM EDT 03/31/2026 11:48 AM EDT - Q32 Arrow Right Question: Pricing Structure For pricing, are you just seeking hourly rates at this point? Is an overall estimate required in the technical proposal or will that be handled separately through scopes of work? Arrow Right Answer: Please provide an hourly rate card and/or commission rate for media buying, planning, and reporting. Each media buy will require an approved SOW and budget estimate before work authority for placement is given. 03/30/2026 01:14 PM EDT 03/31/2026 11:48 AM EDT - Q33 Arrow Right Question: Media Plan Can you provide examples of services or niche target audiences you typically focus on in your campaigns? This will help us develop a representative media plan. Arrow Right Answer: Target audiences can vary by campaign. These include residents and workers in the service area of transit routes, priority and transit-dependent populations such as seniors, students, veterans, and low-income households, as well as business audiences like local businesses and chambers of commerce. Government stakeholders and partner agencies are also important, especially for alignment and accountability. 04/01/2026 05:34 PM EDT 04/06/2026 03:21 PM EDT - Q34 Arrow Right Question: Number of Campaigns How many media campaigns do you typically execute annually. Additionally, how many campaigns were run in your most recent fiscal year? Arrow Right Answer: This largely varies by program and budget. In fiscal year 2026 we ran approx. 16 campaigns, ranging from several hundred dollars to several thousand dollars. 04/01/2026 05:35 PM EDT 04/06/2026 03:21 PM EDT - Q35 Arrow Right Question: Revenue Tracking Do you currently track revenue through Google Analytics to measure return on ad spend (ROAS), or do you use a different platform or methodology? Arrow Right Answer: We do not use Google Analytics to measure ROAS. We do use Google Analytics to measure other KPI’s like clicks, page views, bounce-rate, etc. Additionally, many of our campaigns are education and awareness-based. Lastly, we have internal software and ecommerce systems to help us account for ridership, pass sales, and attendance. 04/01/2026 05:36 PM EDT 04/06/2026 03:21 PM EDT - Q36 Arrow Right Question: Rate Card in Proposal Could you clarify what is required for the Rate Card referenced in the Proposal table on page 7 of the RFP? Specifically, should this reflect net media costs for the channels included in the sample plan? Arrow Right Answer: Please provide an hourly rate card and/or commission rate for media buying, planning, and reporting. & Yes it should. 04/01/2026 05:37 PM EDT 04/06/2026 03:21 PM EDT - Q38 Arrow Right Question: Digital Media Platforms What current digital media platforms does EMBARK own and manage or are these owned and managed by the current media agency for campaigns? Examples: Google Ads, Microsoft Ads, Google Analytics, Meta, TikTok Arrow Right Answer: EMBARK handles all organic social and search and provides content for paid campaigns. Any paid or boosted social purchasing, execution, and optimization is done through the Media Buyer. We have Facebook, Instagram, X, and Linked In. As a government agency, we are not currently allowed to utilize TikTok. 04/01/2026 07:06 PM EDT 04/06/2026 03:21 PM EDT - Q39 Arrow Right Question: Media Planning & Buying Management Will the contracted Media Agency manage all media planning and buying for EMBARK or will some channels be handled by the current agency or by the in-house marketing staff? Example: paid search and paid social Arrow Right Answer: EMBARK handles organic search and social. All other paid media campaigns, with the exception of some in-kind trade sponsorships will be handled through the selected Media Buying Agency. 04/01/2026 07:08 PM EDT 04/06/2026 03:21 PM EDT
SLED stands for State, Local, and Education. These are solicitations issued by state governments, counties, cities, school districts, utilities, and higher education institutions — as opposed to federal agencies.
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