REQUEST FOR PROPOSALS FOR COMPREHENSIVE MARKETING & COMMUNICATION SUPPORT SERVICES, DIGITAL STRATEGY & SERVICE & MARKETING RESEARCH
Scope of Services for Comprehensive Marketing and Communication Support Services, Digital
strategy and service, Marketing Research for the purpose of attracting new customers, retaining
existing customers and elevating the COTA brand in central Ohio:
Provide strategic counsel on all COTA marketing activities including marketing research,
positioning and targeting, media selection and branding that will establish COTA as a
valued community asset.
Develop branding based on market research to include positioning, personality, the
COTA value proposition, brand identity standards/guidelines for consistency across the
organization.
Design, conduct and analyze quantitative, qualitative and pricing sensitivity studies to
determine COTA brand equity, opportunities for future growth, brand strategies and
future strategic direction for COTA.
Aid in execution and implementation of all plans resulting from market research and
branding work.
Provide graphic design and content development for all COTA marketing materials
across all media.
In conjunction with branding, recommend key messages and public relations strategies
that will elevate public perception of COTA’s value to the community.
Develop digital marketing and social media strategies, content and execution consistent
with all COTA strategic direction.
Provide media planning, scheduling, purchasing and media selection to achieve COTA
marketing goals.
Participate in on-going review of goals, objectives and strategies relating to marketing
activities.
Audit all existing COTA market research, long and short term transit plans to include the
Transit System Review, Bus Rapid Transit Initiatives.
Develop metrics to track, measure and evaluate effectiveness of marketing activities.
Audit past and current marketing and advertising campaigns and materials.
Advise and recommend.
The contract term shall be for a period of one (1) year, with an option to renew for up to
two (2) additional one (1) year terms. COTA shall award a single prime contract to
include all services specified herein.
The projected budget for contract year one is a total not to exceed $500,000.
