Marketing and Advertising Support Services

Q (Budget): Hello, what is the budget for this scope of work?

A: Please see August 28, 2025 Board Meeting authorizing the extension of the existing contract. https://www.youtube.com/watch?v=fSAmknZoG1A. For this solicitation, proposers should ensure their pricing reflects a clear understanding of the scope and delivers best value, as final funding will align with current organizational requirements.

Q (Previous Agencies): Who were the previous agencies Valley Metro was contracted with?

A: Hackett Advertising Public Relations Interactive; Magnetry LLC; MJM Advertising LLC - Heart and Soul Marketing LLC; On Advertising

Q (No subject): In the FTA Certifications document, for certifications that are not applicable to us (i.e., Buy America Certification, as we will not be purchasing iron, steel, manufactured goods or rolling stock), is it acceptable to leave those forms blank, or how would you like us to treat such forms? Or are you asking us to only complete the FTA Debarment and FTA Lobbying certifications that are listed separately?

A: Please complete all attachments. If the form does not apply to you, please state N/A.

Q (No subject): In the Responsibility Questionnaire document: 1) Under E (Job Classification), are you looking for job titles, or can you please clarify what information you are looking for? 2) Under F, where it asks for resources, are you looking for information about talent, tools/technology, or something else? 3) Under G, where it asks for current workload and the contract completion date, is it acceptable to put “Ongoing” if we are currently doing the work?

A: On the Responsibility questionnaire: 1) Yes job titles and the count of the employees in that classification 2) List all resources to be used in the performance of the contract, inclusive of personnel, equipment, technology, etc. 3) Yes, but please indicate the initiation date if the work is ongoing.

Q (No subject): The Price Schedule sheet does not include a line item for Media Services to input the media buying fee. Where/how would you like us to provide that information?

A: Please see the evaluation criteria. Media buying fees shall provided as of the response to the scope of work.

Q (No subject): Will a contract be awarded to one firm or multiple firms?

A: The intent is to award the contract to multiple providers.

Q (No subject): Will the work be portioned out through task orders or through a single contract covering all requested services?

A: The work will be awarded to the contracted vendors via the task order process. Please see Scope of Work 3.1.16.

Q (No subject): We haven't been able to locate a section in the RFP that outlines preferred order of content or proposal requirements for the Proposal Submittal. Should we use the Evaluation Criteria section (specifically pages 21-24) to organize the Proposal Submittal, or is there another outline we should follow?

A: There is no identified response order. Offeror should make the offer clear and understandable while answering all of the requirements of the solicitation.

Q (No subject): Where in the methodology section should we discuss our approach to how we would execute the services outlined in the scope of work?

A: The Offeror's response is a narrative to address how the organization would execute this contract. How the narrative is constructed is up to the Offeror.

Q (No subject): What level of detail is required when outlining resources currently committed to other projects/contracts? (Methodology section, criteria B).

A: Offeror should identify what resources will be assigned to this contract as well as what other commitments those resources are committed to.

Q (No subject): How many references are required, and are they required for the prime consultant only, or for prime and subconsultants?

A: Please see Attachment H Responsibility Questionnaire. For subcontractors, similar information is helpful.

Q (No subject): Could you please clarify which forms are required for the prime consultant, and which are required for sub consultants?

A: All forms are required for the prime consultant. No specific forms are required for the subcontractors but similar information may be provided.

Q (No subject): In the instructions in the procurement portal, we are asked not to submit pricing as part of the Proposal Submittal. However, the methodology section (which outlines requirements for the proposal submittal) requires us to provide a "media buying fee consistent with the work within the Scope of Work." Where in the response should we indicate the media buying fee?

A: Please see question 5.

Q (No subject): The Cyber Security Contractor Obligations attachment mentions having someone in a security coordinator role. Is that role required to be included in the proposal, or would that be determined at the time of contract award?

A: The Cyber Security Contractor Obligation is for the organization to attest to. The name of that individual is not being requested.

Q (No subject): In the evaluation criteria, the RFP requests that proposers "Identify the technology to be used (i.e. AI engine, public or private, open or closed, validation process etc.)." Can you clarify what types of technology you would like us to elaborate on? Are there specific parts of the scope of work where you would like us to focus our response?

A: If the Offeror is using technology such as AI or similar in conducting the scope of work, please identify. Using Microsoft Word is not considered a technology that needs to be disclosed.

Q (No subject): Are subconsultants required to complete the pricing form separate from the prime, or should one pricing form be submitted that encompasses rates for the collective team?

A: Only 1 pricing schedule should be submitted. This is the price schedule the Offeror will be bound by.

Q (No subject): In the OpenGov procurement portal, under the draft response tab under the vendor questionnaire section, item #2 Price Schedule says to download the document below, complete, sign and upload the response. However, there is no document attached. Could Valley Metro please clarify what is required in this section?

A: See Amendment 3.

Q (No subject): DBE Form E03-300 asks for the "Small Business Utilization Commitment ($ Amount)" for all selected small businesses. Since the price schedule template only asks for hourly rates, it wouldn't be possible to determine a dollar amount for each small business at the time of proposal submission. Given that, is it acceptable to put "TBD" for now, or does Valley Metro prefer another approach?

A: The E03-300 requests a proposed amount. The bidder completes this based on their estimate of utilization of the small business.

Q (No subject): Is there a specific Small Business or DBE goal for this contract that proposers are required to meet?

A: Currently there is no DBE goal.

Q (No subject): Are proposers allowed to include subconsultants on their team that were not identified using the required small business outreach process?

A: Yes.

Q (No subject): Since there is no small business utilization goal, after conducting the required outreach to small businesses, are proposers required to include some or all of those firms on their team as subconsultants?

A: Proposers should only conduct outreach to firms that they plan to utilize. The EO2-300 form is used to list firms that the bidder has communicated with for use of services. Along with the proposed dollar amount.

Q (No subject): If proposers plan to perform the entire scope of work in-house without subcontractors, are they still required to conduct the small business outreach activities as part of the proposal response?

A: Yes. Any small business that you outreach for any part of the requirements should be identified on the EO3 even if you do not use the business.

Q (No subject): Is there a minimum number of small businesses that need to be contacted as part of the small business outreach efforts?

A: No Min required. You still need to list on outreach.

Q (No subject): As part of the required small business outreach efforts, Form E02-300 asks for supporting documentation. Could Valley Metro please clarify exactly what types of supporting documentation are accepted?

A: The EO2 form is the supporting documentation.

Q (No subject): If a prime proposer is already a certified small business, are they still required to perform the small business outreach efforts as described in the RFP and during the pre-proposal meeting?

A: Yes.

Q (No subject): On page 2 of the Responsibility Questionnaire, Section G says to describe current workload. Could Valley Metro please clarify in detail exactly the type of information required in this section?

A: Current workload refers to current contract commitments of the organization.

Q (No subject): Can you share your current agency of record?

A: This solicitation is being done on behalf of Regional Public Transportation Authority and Valley Metro Rail, Inc., jointly and severally ("Valley Metro")

Q (Single vs. Multiple Contracts): Does Valley Metro intend to award a single contract to one full-service firm, or does it anticipate awarding multiple contracts to a pool of qualified vendors to provide specialized services (e.g., Video Production, PR, Media Placement) on an as-needed basis?"

A: The intent is to award the contract to multiple providers.

Q (No subject): Is there a minimum of DBE outreach we need to do?

A: Currently there is no DBE goal.

Q (Related to the WEBSITE/DIGITAL Marketing): Would the Marketing Firm be responsible for managing/updating content on the current Valley Metro Website? Does the current Marketing Firm manage the website or is there a separate digital marketing firm? What CMS are you using? How many website domains and subdomains does Valley Metro Manage? Please provide a list of domains? Do you plan to offer payment options from the website? How do most riders currently pay for rides? Do you hope to merge payment processing through one provider? What payment options are available at the moment? Forms. What type of information do you plan to collect? Text? Document/file uploads? Are they short forms or single or multi-page applications (job applications, feedback, accessibility registration, event registration/rsvp, etc.) Are the forms departmentally specific? (will this require cross-departmental training?) What is the workflow after the form is submitted? Where will the information go? Is it your desire to capture form submissions then route them through the CRM which will send/assign it to the appropriate department/contact? If yes, what CRM are you using? How does/should the content from the website flow into the CRM? What are your expectations? Email notifications. Do you collect email information for website visitors? What’s your current process? Where are you storing that information? How are you currently utilizing email notification? Platform i.e. Mailchimp, SendGrid, Emma? How do you hope to improve this process? Are you using text notifications? Do the Text messages include links to a web page or an app? What is your current process for service alerts? How would you like this process to change/adjust/improved? What is your current process when there is severe weather alert? How are routes affected and what’s the notification process and channels for riders? What system do you use to generate your static GTFS files? Who is your current provider of GTFS-RT or other real-time data regarding vehicle locations predicted stops times? Does this same vendor publish disruptions as well? If not can you please who publishes service disruption information? How often do you publish new GTFS files and/or new versions of your schedules? How many times per year do you change your routes & schedules?  What is your current process and timeline for updating schedules on the website? Please include rider notification and marketing prior to new schedule implementation. GTFS-RT: Where else is your real-time data used? Digital signs, totems, on-vehicle signs? Integration and Technology - What integrations are not available now that you would like to see in future development?

A: 1) Would the Marketing Firm be responsible for managing/updating content on the current Valley Metro Website? No 2) Does the current Marketing Firm manage the website or is there a separate digital marketing firm? No. 3) What CMS are you using? Statimic 4a) How many website domains and subdomains does Valley Metro Manage? Approximately 5 domains and 9 subdomains 4b) Please provide a list of domains? valleymetro.org, valleymetrofares.org, t2050.org, sharetheride.com, t2050.org 5) Do you plan to offer payment options from the website? This is a current option. https://valleymetrofares.org 6) How do most riders currently pay for rides? Valley Metro app, Copper cards, paper passes 7a) Do you hope to merge payment processing through one provider? Currently there is only one payment processor. 7b) What payment options are available at the moment? Fund via Valley Metro account with cash or credit/debit. 8) What type of information do you plan to collect? Text? Document/file uploads? It depends on the project. Document/PDF/video files etc. 9) Are they short forms or single or multi-page applications (job applications, feedback, accessibility registration, event registration/rsvp, etc.)? It depends on the initiative. 10) Are the forms departmentally specific? (will this require cross-departmental training?) No. 11a) What is the workflow after the form is submitted? We will review internally and provide feedback and updates needed. 11b) Where will the information go? It depends on the campaign. 12a) Is it your desire to capture form submissions then route them through the CRM which will send/assign it to the appropriate department/contact? No. There is no current CRM. 12b) If yes, what CRM are you using? There is no current CRM. 13a) How does/should the content from the website flow into the CRM? There is no current CRM. 13b) What are your expectations? There is no current CRM. Email notifications. 14a) Do you collect email information for website visitors? Email addresses are collected only from those who express interest in being added to our mailing list for general agency updates or for specific projects. 14b) What's your current process? A form on our website allows visitors to sign up for email updates here: https://www.valleymetro.org/webforms/valley_metro_email_notices 15) Where are you storing that information? MyEmma. 16) How are you currently utilizing email notification? Platform i.e. Mailchimp, SendGrid, Emma? MyEmma 17) How do you hope to improve this process? There are no identified issues with this process. 18) Are you using text notifications? Text notifications are utilized for those who have subscribed to receive rider alerts. Only service impacts are communicated via text. 19) Do the Text messages include links to a web page or an app? It depends on the context. 20a) What is your current process for service alerts? Rider alerts are added to our system that post on our website, text alerts are sent out, platform announcements, social media alerts via X and notifications on our Alert Valley Metro app. If it is a prolonged impact it will post on our website and share on social media channels . 20b) How would you like this process to change/adjust/improved? Open to suggestions. 21a) What is your current process when there is severe weather alert? Same as service alerts. 21b) How are routes affected and what's the notification process and channels for riders? Several factors can play into whether our routes are impacted. If we know of the impacts ahead of time, we will create communications plans and utilize all our communications channels. We add rider alerts to our system that post on our website, and we send text alerts, platform announcements, social media alerts via X and notifications on our Alert Valley Metro app. If it is a prolonged impact we will post on our website and share on social media channels. If there are prolonged impacts, we will send out a news release so that our local news outlets can help spread awareness. 22) What system do you use to generate your static GTFS files? Not applicable to this contract. 23a) Who is your current provider of GTFS-RT or other real-time data regarding vehicle locations predicted stops times? Not applicable to this contract. 23b) Does this same vendor publish disruptions as well? If not can you please who publishes service disruption information? Not applicable to this contract. 24) How often do you publish new GTFS files and/or new versions of your schedules? We do service changes four times a year. 25) How many times per year do you change your routes & schedules? We do service changes four times a year. 26) What is your current process and timeline for updating schedules on the website? Valley Metro staff handles. 27) Please include rider notification and marketing prior to new schedule implementation. Not sure what the question is. GTFS-RT: 28) Where else is your real-time data used? Valley Metro app Digital signs, totems, on-vehicle signs? No 29) Integration and Technology - What integrations are not available now that you would like to see in future development? Not determined.

Q (Digital Marketing): What are your future goals for your digital marketing and communication efforts?  Are you currently running any campaigns that have a digital component to them? If so, can you describe the digital execution aspect of these campaigns? Do these campaigns have landing pages or forms that collect rider/audience information? Could you please describe your current digital marketing strategies for each of your audience segments? Riders (Transit Dependent, Choice, Paratransit), Human Resources (Careers/Hiring), Procurement (Business Community), Community Stakeholders (General) What is the current traffic in sessions per month of the site? Do you have Google Analytics reports that you can share? Do you have account ownership of all third-party tools and systems used on the site such as:  Google Tag Manager  Google Analytics  Google Cloud Console/APIs  Google Translate  Meta (Facebook / Instagram)  X (formerly Twitter)  Could you please provide demographic information regarding your ridership? What is the size of your current marketing and communications team? Could you provide an org chart for the marketing team and/or a description of positions and responsibilities?

A: 1) What are your future goals for your digital marketing and communication efforts? Provide excellent information to our riders, increase ridership, app downloads and website visits. 2a) Are you currently running any campaigns that have a digital component to them? Yes 2b) If so, can you describe the digital execution aspect of these campaigns? Media buys including social and digital advertising. 3) Do these campaigns have landing pages or forms that collect rider/audience information? It depends on the campaign. 4) Could you please describe your current digital marketing strategies for each of your audience segments? Riders (Transit Dependent, Choice, Paratransit), Human Resources (Careers/Hiring), Procurement (Business Community), Community Stakeholders (General) We work in partnership wih our ad agencies to develop tailored campaigns based on goals and audiences with a mix of print and digital strategies. 5) What is the current traffic in sessions per month of the site? March 2026 had 993,492 page views. 6) Do you have Google Analytics reports that you can share? Not at this time. 7) Do you have account ownership of all third-party tools and systems used on the site such as: Google Tag Manager, Google Analytics, Google Cloud Console/APIs, Google Translate, Meta (Facebook / Instagram), X (formerly Twitter)? Yes 8) Could you please provide demographic information regarding your ridership? It can be found on Valley Metro website. 9) What is the size of your current marketing and communications team? Marketing has 14 team members. Communications has 11 team members, including an Intern. 10) Could you provide an org chart for the marketing team and/or a description of positions and responsibilities? Information regarding marketing team members - including roles and responsibilities - will be shared with the awarded contractor(s) upon project initiation.

Q (Assets): Do you have a Valley Metro specific library of assets that can be used in the new site design? For example, images of the vehicles, stations, stops, customer/lifestyle images, etc. Do you have personnel who are responsible for creating new media on an ongoing basis?

A: 1) Yes 2) We have a graphic design team who creates materials. Contractor will be expected to assist.

Q (Strategy): Do you have a cross-departmental team that regularly meets to discuss how internal decisions and systems impact the ability for you to provide the optimal customer experience and engagement? How often do you anticipate scheduling vendor collaboration meetings to ensure that we act as a team to best serve your needs? How do you respond to and internalize metrics and data to inform changes, optimizations, and new opportunities for the websites?

A: 1) We meet with different internal groups and stakeholder on an ad hoc basis. 2) It depends on the workload. It could be weekly or more infrequent. 3) We have a web development working group who intakes feedback and projects and prioritizes accordingly.

Q (Budget): Do you have an anticipated budget or budget range for this project? Please provide amount. Can you provide budgetary spend (or range) for digital marketing / website improvements? Can you provide budgetary spend (or range) for digital marketing / website improvements for the past two to three years?

A: Please see August 28, 2025 Board Meeting authorizing the extension of the existing contract. https://www.youtube.com/watch?v=fSAmknZoG1A. For this solicitation, proposers should ensure their pricing reflects a clear understanding of the scope and delivers best value, as final funding will align with current organizational requirements. Budgets are not segmented. The task order process will identify the category and the requirements to define the future expenditure.

Q (Scope clarification): The RFP references Valley Metro's marketing needs broadly across internal departments and member cities. Can you confirm whether all Valley Metro programs and initiatives, including any alternative transportation or commuter-focused programs, fall within the scope of this contract, or whether certain programs are managed and budgeted under separate procurement vehicles?

A: It depends on the agency needs. We have a Marketing team on staff who handles the majority of the marketing needs across the organization. This contract helps supplement as needed. There are no other procurement vehicles.

Q (Technology stack, AI, analytics, and reporting): Does Valley Metro currently use any specific marketing technology platforms (CRM, marketing automation, social listening, analytics) that the selected agency would be expected to integrate with or operate within?

A: No

Q (Technology stack, AI, analytics, and reporting): What tools or platforms are you currently using for media monitoring and reporting?

A: Agorapulse and AlphaVu

Q (Technology stack, AI, analytics, and reporting): Does Valley Metro currently have an existing reporting dashboard or analytics infrastructure that the selected agency would be expected to integrate with, or is the agency expected to build and implement a reporting solution from the ground up?

A: Valley Metro Marketing doesn't have an existing system currently. Contractor will need to provide on demand reporting as needed. A live dashboard is preferred.

Q (Technology stack, AI, analytics, and reporting): Does Valley Metro currently have an existing reporting dashboard or analytics infrastructure that the selected agency would be expected to integrate with, or is the agency expected to build and implement a reporting solution from the ground up?

A: Valley Metro Marketing doesn't have an existing system currently. Contractor will need to provide on demand reporting as needed. A live dashboard is preferred.

Q (Technology stack, AI, analytics, and reporting): What level of real-time reporting vs. monthly insights is most valuable?

A: Would like to have on demand reporting throughout the campaign. At the end of a campaign, would like a full report and insights to be used on future campaigns.

Q (Content Marketing): Is Valley Metro looking for the selected partner to evaluate and present a new social media strategy or continue executing upon the existing strategy?

A: Open to new ideas and strategies.

Q (Content Marketing): What social media platforms is Valley Metro looking for their selected agency to manage and execute content for?

A: Valley Metro staff manage and execute on our social media channels. Open to ideas to augment Valley Metro organic social media strategy. Contractor will oversee and execute on media buys.

Q (Content Marketing): What social media management platform is Valley Metro using to post and monitor community management? Is Valley Metro wanting to stay on said platform or are they open to migrating to the selected partner’s preferred platform?

A: Agorapulse. Not looking to switch platforms at this time.

Q (Content Marketing): Are there any messaging categories not being communicated today on social media that you’d like to see?

A: Open to new ideas and strategies.

Q (Content Marketing): What are the main performance metrics Valley Metro evaluates for organic social success?

A: Reach, engagement and impressions

Q (Content Marketing): Are there existing established organic social community management and escalation guidelines?

A: Yes

Q (Content Marketing): How many organic social content shoots is the selected partner expected to execute in a given month / quarter?

A: It depends on agency/campaign needs.

Q (Content Marketing): Is Valley Metro looking to engage influencers or content creators on social platforms? Should influencer strategy and management be part of the scope of work?

A: Yes

Q (Content Marketing): Does the scope include content creation and management for Valley Metro's owned digital channels (website, email, podcast, SMS), or is that handled internally?

A: Valley Metro staff manage and execute on our social media channels. Open to ideas to augment Valley Metro organic social media strategy. Contractor will oversee and execute on media buys.

Q (Content Marketing): Is production / management of the Storylines Podcast part of this scope?

A: No

Q (PR measurement & crisis communications): Does the scope of public relations services include proactive reputation management and social listening, or are those functions currently handled through a separate engagement?

A: We have social listening mechanisms, but are open to ideas and new strategies. Creating a positive brand reputation is a priority for the agency and the marketing efforts.

Q (PR measurement & crisis communications): What tools are currently being used for social listening?

A: Agorapulse and AlphaVu

Q (PR measurement & crisis communications): How does Valley Metro define success for PR specifically vs. overall marketing performance?

A: Creating a positive brand reputation is a priority for the agency through our marketing and PR efforts. Looking for this contract to contribute to this positive image and sharing important information to our riders. PR and marketing work together to accomplish this.

Q (PR measurement & crisis communications): What are the top 3 business or perception shifts you want PR to influence in the first 12–18 months?

A: Ridership growth, sharing our story that Valley Metro is a safe, affordable and reliable transportation option, welcome new riders to the system

Q (PR measurement & crisis communications): Are there recurring issues or narratives you want to proactively shift?

A: Shift the narrative around safety and security by proactively showing the positive trends and investments in our programs.

Q (PR measurement & crisis communications): What types of stories or initiatives have historically performed well (or poorly)?

A: Stories about our frontline staff and real riders perform well.

Q (PR measurement & crisis communications): How do you currently connect PR efforts to ridership or behavioral outcomes?

A: We measure reach, engagement, impressions and ridership trends.

Q (PR measurement & crisis communications): What types of crisis scenarios have you encountered in the past (service disruptions, safety, etc.)?

A: Mainly service disruptions

Q (PR measurement & crisis communications): Do you currently have a crisis communications protocol, and how would the selected partner integrate?

A: Yes, we have a crisis communication protocol. Contractor integration will be determined based on the situation.

Q (PR measurement & crisis communications): How do you currently manage communications during construction or service disruptions?

A: We add rider alerts to our system that post on Valley Metro website, we send text alerts, platform announcements, social media alerts via X and notifications on our Alert Valley Metro app. If it is a prolonged impact we will post on our website and share on other social media channels as well as develop temporary signage.

Q (Stakeholders and internal coordination): How is the communications/marketing team structured internally?

A: Marketing and Communications are separate departments under the same division. We collaborate and work together daily.

Q (Stakeholders and internal coordination): Are there existing community partnerships or advocacy groups we should be aware of?

A: Not at this time. Can be discussed as needed after contract award.

Q (Paid media, partner model, and attribution): How do you envision the selected agency working alongside existing partners, and will responsibilities for paid media strategy, planning, and buying be consolidated or remain distributed?

A: It depends on agency and campaign needs. For example, could be asked to produce materials off an established design or develop a media buy with existing assets.

Q (Paid media, partner model, and attribution): Are you looking for the selected partner to redefine and lead paid media strategy, or primarily support execution of campaigns already developed by internal teams or existing agencies?

A: Contractors will propose media recommendations to be approved by the agency. Once approved, contractor will handle the execution and reporting on the media campaign. Each initiative is different and should have a tailored approach.

Q (Paid media, partner model, and attribution): How do you currently leverage your owned transit media (bus, rail, stations) alongside paid channels, and is there an expectation for the selected agency to integrate these into a unified media strategy?

A: We have a few different print media options that can be leveraged including: bus and rail kiosk posters, wraps, car cards, decals, announcements as well as system signage to name a few.

Q (Paid media, partner model, and attribution): Given that increasing ridership is the core goal, how do you currently evaluate marketing success in the absence of direct attribution, and is there an openness to evolving measurement approaches?

A: We review ridership data during the campaign timeframe as a general measure. We are open to new ideas and strategies.

Q (Technology stack, AI, analytics, and reporting): Can Valley Metro clarify the intended applications for AI technology within this contract, for example, whether AI is expected to support content creation, media optimization, audience targeting, performance reporting, or other functions, so that offerors can describe their technology stack in the most relevant context?

A: The scope for AI will be determined based on the individual project and campaign needs. Contractor will have to work with Valley Metro IT team on AI policy and procedure.

Q (Content Marketing): Does Valley Metro use an editorial calendar to align and manage messaging across SEO, social and PR?

A: Yes

Q (PR measurement & crisis communications): Are there priority initiatives or projects where PR impact is most critical?

A: Ridership, safety and security, mega event promotion to name a few.

Q (No subject): 2. Is this contract structured as on-call/as-needed services, and is there any guaranteed minimum volume of work?

A: The contract is an as-needed contract with no guarantee of minimum work.

Q (No subject): 1. Can Valley Metro confirm whether this contract will be awarded to a single firm or multiple firms, and how work will be allocated among awarded vendors?

A: The intent is to award the contract to multiple providers. Work will be awarded via a task order process.

Q (No subject): 3. Can Valley Metro provide an estimated annual budget or total contract value for planning purposes?

A: Please see August 28, 2025 Board Meeting authorizing the extension of the existing contract. https://www.youtube.com/watch?v=fSAmknZoG1A. For this solicitation, proposers should ensure their pricing reflects a clear understanding of the scope and delivers best value, as final funding will align with current organizational requirements.

Q (No subject): 6. Can Valley Metro share incumbent performance insights or areas for improvement that this RFP seeks to address?

A: Top priorities/goals of this contract include: Ridership growth, sharing our story that Valley Metro is a safe, affordable and reliable transportation option, welcome new riders to the system.

Q (No subject): 5. Who are the current incumbent firms, and how is work currently distributed among them?

A: Hackett Advertising Public Relations Interactive; Magnetry LLC; MJM Advertising LLC - Heart and Soul Marketing LLC; On Advertising The contract is currently assigned via a task order process.

Q (No subject): 4. Will Valley Metro provide a target budget per campaign or task order, and how are budgets typically established?

A: The budget varies per campaign and initiative. Can range between 10-200k.

Q (No subject): 7. Are there any anticipated priority campaigns, initiatives, or major projects expected in the first year of the contract?

A: Ridership growth and continuing efforts to create a positive brand image.

Q (No subject): 8. Can Valley Metro clarify whether price proposals will be evaluated separately from technical proposals or concurrently?

A: The evaluation process will encompass both technical and price. Each item will be scored in accordance with the points established for each criteria.

Q (No subject): 9. Will interviews or presentations be conducted as part of the evaluation process, and if so, how will they be scored?

A: Interviews are an option available to the evaluation committee, but are not guaranteed. If held, interviews will be scored in accordance with the existing evaluation criteria.

Q (No subject): 10. Is a Best and Final Offer (BAFO) phase anticipated for this procurement?

A: Best and Finals are an option available to the evaluation committee, but are not guaranteed.

Q (No subject): 11. Are there any preferences or expectations regarding local presence or proximity to Phoenix/Maricopa County?

A: Agency office and personnel located in Maricopa County preferred.

Q (No subject): 12. Can Valley Metro clarify expectations around multilingual (e.g., Spanish) requirements across all deliverables?

A: English and Spanish language are both required on majority of our materials and campaigns.

Q (No subject): 13. Are there specific priority audiences (e.g., riders, non-riders, underserved communities) that should be emphasized?

A: All of those audience examples are important.

Q (No subject): 14. Can Valley Metro provide more detail on required dashboard/reporting platforms, data sources, and access expectations?

A: On demand reporting throughout the campaign is desirable. Full report and insights at the end of a campaign to be used on future campaigns. Live dashboard with campaign metrics preferred.

Q (No subject): 15. Are there specific KPIs or success metrics that Valley Metro prioritizes for campaign performance evaluation?

A: Ridership, app downloads, website visits, impressions, CTR, CPC etc. Open to other metrics.

Q (No subject): 16. Can Valley Metro clarify expectations for coordination with internal teams and other external contractors?

A: Valley Metro staff will direct contractor efforts. Approvals of plans, budgets, creative etc. by Valley Metro required before implementation. Coordination between external contractors varies by project. For example, could be asked to produce materials off an established design or develop a media buy with existing assets.

Q (No subject): 17. Are subcontractors encouraged, and is there any evaluation consideration for including diverse or local partners?

A: Subcontractors are allowed. The Offeror is responsible for crafting the best offer/team based on the scope of work. The offer will be evaluated on the established criteria listed in the solicitation.

Q (No subject): 18. Is there any DBE/SBE participation goal, requirement, or reporting expectation associated with this contract?

A: Currently there is no DBE/SBE goal. However, the EO1, EO2, and EO3 documents must be completed and returned with the offer. The successful contractors shall have reporting requirements under the DBE-Neutral program.

Q (No subject): 19. Can Valley Metro clarify the level of effort expected for case studies and whether specific categories must be covered?

A: Please refer to the Evaluation criteria in Section 2.

Q (No subject): 20. Are offerors expected to provide rate cards only, or should any scenario-based pricing assumptions be included?

A: Offers must fill out the pricing schedule included as part of the solicitation. Rate cards will not be accepted.

Q (No subject): 21. How will task orders or scopes of work be issued and approved post-award?

A: Please see the Scope of Work, Section 3.1.16.

Q (No subject): 22. What is the expected turnaround time for typical assignments or campaigns?

A: It depends on the project or campaign. Valley Metro is a dynamic and fast paced agency which requires quick turnaround times for certain projects.

Q (No subject): 23. Are there any required tools, platforms, or systems (e.g., project management, analytics) that the selected firm must use or integrate with?

A: Not at this time.

Q (No subject): 24. Can Valley Metro provide access to or examples of past campaigns, brand guidelines, or existing assets beyond the style guide?

A: Yes. https://acrobat.adobe.com/id/urn:aaid:sc:VA6C2:2a51e9bd-9941-4251-94d8-9d5d6077913b; https://acrobat.adobe.com/id/urn:aaid:sc:VA6C2:714bfac5-1a14-4540-b03f-18bd6dd4d006

Q (No subject): 25. Are there any anticipated changes to Valley Metro branding, messaging, or strategic priorities during the contract term?

A: Not at this time, but the Agency may need to pivot messaging and strategy as needed.

Q (No subject): 26. Can Valley Metro clarify expectations for community outreach and event support, including frequency and scale?

A: Community outreach and event support would be minimal and based on project needs.

Q (No subject): 27. Are there any restrictions or requirements related to media buying (e.g., preferred vendors, compliance requirements)?

A: Not at this time.

Q (No subject): 28. How will conflicts of interest be evaluated, particularly for firms working with other transportation or public sector clients?

A: Please see Scope of Work, Section 5.44 Organizational Conflict of Interest and 5.45 Personal Conflict of Interest.

Q (No subject): 29. What level of staffing commitment and availability is expected from the awarded firm(s)?

A: It depends on the project load. During busy times, staff might need to meet on a weekly basis and be available on demand. Offeror should have a dedicated point of contact.

Q (No subject): 30. Can Valley Metro clarify the process and criteria for evaluating the Responsibility Questionnaire and related certifications?

A: Offers will be evaluated on the established evaluation criteria in Section 2. Evaluation Criteria. All documents submitted as part of the offer will be scored under those criteria.

Q (No subject): Can Valley Metro confirm whether this contract will be awarded to a single firm or multiple firms, and how work will be allocated among awarded vendors?

A: The intent is to award the contract to multiple providers. Work will be assigned via the task order process.

Q (No subject): Is this contract structured as on-call/as-needed services, and is there any guaranteed minimum volume of work?

A: The contract is an as-needed contract with no guarantee of minimum work.

Q (No subject): Can Valley Metro provide an estimated annual budget or total contract value for planning purposes?

A: Please see August 28, 2025 Board Meeting authorizing the extension of the existing contract. https://www.youtube.com/watch?v=fSAmknZoG1A. For this solicitation, proposers should ensure their pricing reflects a clear understanding of the scope and delivers best value, as final funding will align with current organizational requirements.

Q (No subject): Will Valley Metro provide a target budget per campaign or task order, and how are budgets typically established and approved internally?

A: Valley Metro will provide budget information in the individual campaign/project kickoff and SOW. Each budget is specific to the campaign.

Q (No subject): Can Valley Metro share incumbent performance insights, gaps, or areas for improvement that this RFP seeks to address?

A: Top priorities/goals of this contract include: Ridership growth, sharing our story that Valley Metro is a safe, affordable and reliable transportation option, welcome new riders to the system.

Q (No subject): Are there any anticipated priority campaigns, initiatives, or major projects expected in the first year of the contract (e.g., service expansions, ridership campaigns, capital projects)?

A: Ridership growth and continuing efforts to create a positive brand image.

Q (No subject): Can Valley Metro clarify how price proposals will be evaluated and scored relative to technical proposals?

A: The evaluation process will encompass both technical and price. Each item will be scored in accordance with the points established for each criteria.

Q (No subject): Will interviews or presentations be conducted as part of the evaluation process, and if so, what criteria will be used to evaluate them?

A: Interviews are an option available to the evaluation committee, but are not guaranteed. If held, interviews will be scored in accordance with the existing evaluation criteria.

Q (No subject): Can Valley Metro clarify expectations for project management, including required meeting cadence, reporting frequency, and approval workflows?

A: Valley Metro staff will direct contractor efforts. Approvals of plans, budgets, creative etc. by Valley Metro required before implementation. Meeting cadence will depend on the project load. Typical is weekly. Would like on demand reporting as needed and a full report with insights at the end of every campaign.

Q (No subject): Are there expectations for the contractor to provide on-site support or embedded staff during key campaigns or initiatives?

A: On-site support is not typically needed except for ad hoc meetings or presentations. If photo or video is needed, will need to be available on location.

Q (No subject): Can Valley Metro clarify expectations for creative concept development, including number of concepts, revision cycles, and approval timelines?

A: Valley Metro staff will direct contractor efforts, including concept creation. Approvals of plans, budgets, creative etc. by Valley Metro required before implementation. Number of revisions and approval timelines depend on specific project needs.

Q (No subject): Are there any compliance requirements tied to FTA funding that will impact marketing, communications, or media activities?

A: Those that are listed in the DBE requirements and the terms and conditions.

Q (No subject): Can Valley Metro clarify expectations for data ownership, data sharing, and confidentiality related to campaign performance and analytics?

A: Valley Metro owns all data and creative. May need to share with other internal departments, stakeholders and city partners.

Q (No subject): Are there specific accessibility requirements (e.g., ADA, Section 508) that must be adhered to across all deliverables?

A: Accessibility requirements apply across all deliverables, but which ones you must follow depends on the type of organization and project. All federal agencies are required to comply with Section 508, while state and private organizations generally follow Web Content Accessibility Guidelines (WCAG) 2.1 or 2.2 for accessibility.

Q (No subject): Can Valley Metro clarify expectations for coordination with transit operations during service disruptions, emergencies, or crisis communications?

A: It depends on the situation. Contractor might need to augment or support internal staff. Valley Metro will reach out as needed.

Q (No subject): Are there expectations for the contractor to support internal communications in addition to external marketing efforts?

A: Valley Metro staff leads internal communication but contractor might need to support. For example, through video production.

Q (No subject): Can Valley Metro provide guidance on the anticipated volume and frequency of campaigns or task orders per year?

A: Each year is different based on agency priorities. We plan for fiscal year which starts in July and can share the general plan before the start of each fiscal year.

Q (No subject): Can Valley Metro clarify how media buying fees will be evaluated and whether there are caps or preferred pricing structures?

A: Please see the evaluation criteria. Media buying fees shall provided as of the response to the scope of work. The Agency has not identified a cap or preferred pricing structure.

Q (No subject): Can Valley Metro clarify whether there are any minimum or maximum contract value thresholds per task order?

A: There are not minimum or maximum thresholds.

Q (No subject): Will Valley Metro require pre-approval of all campaign strategies prior to execution, and what is the typical approval timeline?

A: Yes, timeline depends on the project needs.

Q (No subject): Can Valley Metro clarify expectations for coordination with third-party stakeholders such as municipalities, partners, or regional agencies?

A: Valley Metro staff will coordinate with city staff and other entities. Contractor will be brought in as needed, for meetings as example.

Q (No subject): Are there any restrictions on subcontracting certain scopes of work (e.g., media buying, PR, research)?

A: No.

Q (No subject): Will Valley Metro provide access to existing audience segmentation data or require the contractor to develop new segmentation frameworks?

A: Yes.

Q (No subject): Are there any expectations for innovation or pilot programs (e.g., emerging media, AI tools, new engagement methods) within this contract?

A: Open to new ideas and strategies.

Q (No subject): Can Valley Metro clarify expectations for documentation and recordkeeping for campaigns, including audit requirements?

A: Contractor will need to provide marketing plans, creative proofs, budget documentations and campaign reporting.

Q (No subject): Are there any required turnaround times for approvals from Valley Metro that could impact project timelines?

A: It depends on the project or campaign. Valley Metro is a dynamic and fast paced agency which requires quick turnaround times for certain projects.

Q (No subject): Are there any anticipated seasonal or event-driven campaigns (e.g., major events, service launches) that require advanced planning?

A: We have seasonal and event-driven campaigns. For example, the NBA All-Star Game will be here in February 2027. Valley Metro will promote riding transit to the games and events.

Q (No subject): Can Valley Metro clarify expectations for integration with existing Valley Metro communication channels (e.g., website, mobile apps, signage)?

A: Valley Metro handles the website and app administration, but contractor might need to create graphics to support these tools. Contractor might also need to create files for signage that Valley Metro will install.

Q (No subject): Are there any required reporting formats or templates that must be used for performance reporting?

A: No.

Q (No subject): Will Valley Metro require the contractor to provide training or knowledge transfer to internal staff?

A: This may be a requirement on a case-by-case basis. For example, if the contractor creates a brand for a campaign, we might like them to share details and the thought process with the Valley Metro Marketing team.

Q (No subject): Can Valley Metro clarify expectations for quality assurance and review processes for deliverables?

A: Valley Metro staff will direct contractor efforts. Approvals of plans, budgets, creative etc. by Valley Metro required before implementation. Contractor will send over revised proofs until creative is approved.