HomeMy WebLinkAbout7663RESOLUTION NO. 7663
A RESOLUTION APPROVING AN AGREEMENT
BETWEEN PUEBLO A MUNICIPAL
CORPORATION, AND ATE MANAGEMENT &
SERVICE COMPANY, INC. OF CINCINNATI, OHIO
AND AUTHORIZING THE PRESIDENT OF THE
CITY COUNCIL TO EXECUTE SAME
WHEREAS, proposals for a comprehensive Transit Marketing Program for
the City of Pueblo /Pueblo Transportation Company have been received and
examined; and
WHEREAS, the comprehensive Transit Marketing Program was programmed
as Task C.9 in the Unified Planning Work Program (UPWP) for the Urban
Transportation Planning Division (UTPD); and
WHEREAS, The proposal submitted by ATE Management & Service
Company, Inc. of Cincinnati, Ohio was determined by the selection committee to be
the most responsive to the UTPD needs; now therefore,
BE IT RESOLVED BY THE CITY COUNCIL OF PUEBLO COLORADO, that:
SECTION
A contract for the comprehensive transit marketing program be and is hereby
awarded to said bidder in the amount of $27,418. The awarding of this contract for
the project set forth herein shall be subject to the approval of the U.S. Department
of Transportation through the Federal Transit Administration, and proper execution
of all required contract documents.
SECTION 2.
The President of the City Council is hereby authorized to execute said
agreement on behalf of Pueblo, a municipal corporation and the City Clerk shall affix
the seal of the City thereto and attest the same.
SECTION 3.
Funds for said project shall be paid from account number
001 - 0160 -165- 000 - 030 -0020.
Introduced: July to , 1995
By: John califano
Council Person
ATTEST:
City Cle (Acting)
Approved:
President of City Council
CITY OF PUEBLO
DEPARTMENT OF TRANSPORTATION
COMPREHENSIVE MARKETING PROGRAM
CONTRACT FOR PROFESSIONAL SERVICES
This Contract, entered into this 26th day of June , 1995 by and between the
City of Pueblo (hereinafter referred to as the CITY and ATE Management and
Service Company, Inc. (hereinafter referred to as "Contractor ");
WITNESSES THAT:
WHEREAS, the CITY desires to engage Contractor to render certain
technical or professional services, hereinafter described in Section III, and
Attachment A of this Contract; and
WHEREAS, the provision of these services is directly contingent to an
agreement between the CITY and the FTA, hereinafter referred to as the Unified
Planning Work Program, which is herein incorporated by reference and made a part
hereof;
NOW THEREFORE, the parties hereto do mutually agree as follows:
1. EMPLOYMENT OF CONTRACTOR
The CITY hereby agrees to engage Contractor and Contractor hereby agrees
to perform the services hereinafter set forth in Section III of this Contract and in the
Unified Planning Work Program (Task C.9.).
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2. PURPOSE
The objective of this project is to prepare a comprehensive Transit Marketing
Program for the City of Pueblo /Pueblo Transportation Company.
3. SCOPE OF SERVICES
The Comprehensive Transit Marketing Program shall be guided by the Work
Program, attached hereto and made a part of this Contract, hereinafter referred to
as 'Attachment A ".
Contractor shall do, perform and carry out in a satisfactory manner, as
reasonably determined by the City of Pueblo Department of Transportation
(Contract Administrator), those service products specified in the Work Program.
The CITY shall provide the staff necessary to perform the work specified to
be performed by local staff, and shall make arrangements to ensure that the work
specified for local staff is completed and adequately documented.
When one of the parties of this Contract recognizes that a change in the Work
Program may be required, it shall, as soon as practical, bring the matter to the
attention of the other party. Any change in the nature of work shall be accomplished
through a written amendment to the Work Program, unless it will change the total
compensation, in which case a supplemental agreement will be required as set forth
in Section 15. Major changes which will result in a change in the nature of the final
product shall require approval of the Federal Transit Administration, hereinafter
referred to as "FTA ".
PA
Minor changes affecting intermediate work products or altering work methods
may be accomplished through action of the CITY Contract Administrator alone,
provided that FTA and Contractor are notified in writing. Nothing in this paragraph
shall alter the provisions of Sections 13 and 14.
4. PRODUCTS
Contractor shall deliver those products specified in Attachment A which are
specifically identified to be performed. This shall include fifteen original copies of
the Final Report, available on CITY compatible word processing (preferably
Wordperfect 5.1) 3 1/2 inch diskette(s).
5. TIME OF PERFORMANCE
This Contract shall become effective upon its approval of the parties hereto.
The period of the Contract shall not exceed six (6) months from the effective date.
The parties may extend the Contract through mutual agreement as required.
Work shall be performed under this Contract according to a written schedule
proposed by Contractor and approved by the CITY Contract Administrator. An
initial schedule, attached hereto as 'Attachment B," shall be prepared prior to
commencement of work, and may be modified from time to time as necessary.
When one of the parties to this Contract recognizes that a change in the schedule
may be required, it shall, as soon as practical, bring the matter to the attention of the
other party.
6. COMPENSATION
Total compensation to be paid to Contractor for all services performed
pursuant to this Contract shall be $27,418.
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The basis for this compensation is detailed in the Cost and Price Analysis
sheets attached hereto and hereinafter referred to as 'Attachments C ".
7. METHOD OF PAYMENT
Consultant shall bill the CITY upon the completion of each Technical
Memoranda as stipulated in Attachment B.
The CITY shall pay Contractor within fifteen (15) days of the submittal of
each completed task according to the task budget shown in Attachment C. The
CITY shall withhold payment of the last task until all services have been satisfactorily
completed as reasonably determined by the CITY.
All costs billed to the CITY shall be supported by adequate records and
invoices documenting actual direct labor time devoted to each task along with the
source and amount of direct project expenses.
Contractor shall permit the CITY, the FTA, the United States Department of
Transportation , and the Comptroller General of the United States, or their
designated representatives, to inspect and audit all records and invoices relating to
Contractor's performance of work under this Contract.
8. SUBCONTRACTING AND SPECIALIZED SERVICES
Contractor represents that it has, or will secure at its own expense, all
personnel required in performing the services under this Contract. None of the
services covered by this Contract, including the procurement of materials and leases
of equipment, shall be subcontracted without the prior written approval of the CITY.
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9. INSPECTION OF WORK
At any time during normal business hours and as often as the CITY Contract
Administrator may deem necessary, Contractor shall permit the authorized
representative of the CITY to review and inspect the process of the project, at
Contractor's offices, under the duration of this Contract.
10. RECORDS
Contractor shall maintain accounting records and other evidence pertaining to
the costs incurred pursuant to this Contact as described in OMB Circular A -102,
Attachment P, and shall make the records available at its office at all reasonable
times during the period of this Contract and for three (3) years from the date of this
final payment of Federal Funds to the CITY with respect to this Contract. Such
accounting records and other evidence pertaining to the costs incurred will be made
available for inspection by the CITY and copies thereof shall be furnished if
requested.
11. OWNERSHIP OF DATA AND COMPUTER PROGRAMS
All data, computer programs and other materials prepared by Contractor in
the conduct of this Contract shall be the property of the CITY, but shall be made
available to Contractor as necessary for performance of activities specified in Section
III of this Contract. Any alteration made to computer programs and other materials
made after by others after the Contractor's completion of the project shall be at the
CITY's sole risk. All published material shall contain an acknowledgment
recognizing the participation of Federal Transit Administration, and the CITY as the
joint financial sponsors of this project.
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12. PUBLICATION PROVISIONS
No material produced in whole or in part under this Contract shall be subject
to copyright without written approval from the CITY. The CITY shall have
unrestricted authority to publish, disclose, distribute and otherwise use, as well as
copyright, in whole or in part, any reports, data, or other materials prepared under
this Contract. The use by the CITY of reports, data and other materials prepared
under this Contract for purposes other than those directly associated with the
contract work is at the sole risk of the CITY.
13. TERMINATION OF CONTRACT FOR CAUSE
If through any cause, Contractor should fail to fulfill in a timely and proper
manner its obligations under this Contract, or if Contractor should violate any of the
covenants, agreements, or stipulations of this Contract, the CITY Contract
Administrator shall thereupon have the right to terminate this Contract by giving
written notice to Contractor of such termination and specifying the effective date
thereof, at least five (5) days before the effective date of such termination.
In that event, all finished or unfinished documents, computer programs, data
studies, surveys, drawings, maps, models, photographs, and reports or other material
prepared by Contractor under this Contract shall, at the option of the CITY Contract
Administrator, become its property and at the convenience of the CITY receive
compensation for any work completed on such documents and other materials.
Notwithstanding the above, Contractor shall not be relieved of liability to the
CITY for damage sustained by the CITY by virtue of any breach of the Contract by
Contractor, and the CITY may withhold any payments to Contractor for the purpose
of set -off until such time as the exact amount of damages due the CITY from
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Contractor is determined, and Contractor may withhold work product while the
amount of equitable just compensation and any claimed setoff have been fully
negotiated.
14. TERMINATION FOR CONVENIENCE OF the CITY
The CITY Contract Administrator may terminate this Contract at any time
provided that written notice is given to Contractor of such termination and specifying
the effective date thereof at least thirty (30) days before the effective date of such
termination. In that event, all finished or unfinished documents, computer programs,
data, studies, surveys, drawings, maps, models, photographs, and reports or other
material prepared by Contractor under this Contract shall, at the option of the
CITY, become its property, and Contractor shall be entitled to receive just, equitable
compensation for any work completed on such documents or other materials.
15. CHANGE
The CITY Contract Administrator or Contractor may, from time to time,
request changes to this Contract. Such changes which are mutually agreed upon by
and between the CITY Contract Administrator and Contractor shall be incorporated
in written amendments to this Contract.
16. OFFICIALS NOT TO BENEFIT
No member of or delegate to the Congress of the United States of America,
and no Resident Commissioner, shall be admitted to any share or part hereof or to
any benefit to arise herefrom.
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17. NONASSIGNABILITY
Contractor shall not assign any interest in this Contract, nor delegate the
performance of any of its duties hereunder without the written consent of the CITY.
18. INSURANCE
Contractor shall obtain and maintain throughout the term of the Contract, at
Contractor's sole expense, worker's compensation and /or employer's liability
insurance in an approved company or companies, to cover all classifications of work
and workers herein contemplated in accordance with applicable law and regulation.
Contractor will also carry and maintain throughout the tern of this Contract
general public liability insurance coverage in an approved company or companies, of
a nature and in an amount reasonable and customary for the applicable industry for
work, services and risks of the kind to be provided or encountered by Contractor.
In no event, however, shall such general public liability coverage have limits
less than Two Hundred Thousand Dollars ($200,000) for each person, and One
Million Dollars ($1,000,000) for each accident or incident. Certification of the
foregoing insurance coverage shall be furnished to the CITY within fifteen (15) days
from the date of execution hereof.
The foregoing required insurance coverage shall be adequate to protect both
Contractor and the CITY from all liability on account of injury or damage done to
the persons or property of any and all persons during or in consequence of the
performance of the work and services herein contracted for. The maintenance of
such insurance shall not affect Contractor's obligation to indemnify the CITY, as
provided in Section 19 below, but maintenance of such approved insurance shall be
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a condition precedent to the payment to Contractor of compensation for the
performance of the contract work.
19. LIABILITY; INDEMNIFICATION
Contractor shall be responsible for all its acts and the acts of its agents,
employees and permitted subcontractors while engaged in the performance of the
contract work. Contractor, personally and for all its heirs, successors and assigns,
covenants and agrees to indemnify and save harmless the CITY and the CITY
Contract Administrator against all liability, claims, demands, suits, judgements, costs
of expenses for injury to or death of any person or persons (including employees or
agents of the CITY, and the CITY Contract Administrator or Contractor) and for
damage to or loss or property asserted, made or recovered by any and all persons
whomsoever to the extent caused by the negligent acts or omissions of Contractor,
Contractor's agents, employees, or permitted subcontractors, during the performance
of the work herein contracted for. Similarly, Contractor agrees to indemnify the
CITY and the CITY Contract Administrator for loss or damage to any of the CITY
or the CITY Contract Administrator's property used or obtained in connection with
the work or services to be performed under this Contract to the extent such loss or
damage is negligently caused by Contractor, its agents, employees or permitted
subcontractors.
20. COMPLIANCE WITH UNIFIED PLANNING WORK PROGRAM
Contractor herein acknowledges that this Contract is governed by the
provisions of the Unified Planning Work Program (Task C.9.) and that all aspects
related to the CITY are hereby related to Contractor.
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21. COMPLIANCE WITH TITLE VI OF THE CIVIL RIGHTS ACT OF 1964
During the performance of this Contract, Contractor, for itself, its assignees
and successors in interest (hereinafter referred to as "Contractor "), agrees as follows:
a) Compliance with Regulations
Contractor will comply with the Regulations of the Department of
Transportation relative to nondiscrimination in Federally- assisted
programs of the Department of Transportation (Title 49, Code of
Federal Regulations Part 21, hereinafter referred to as "Regulations "),
which are herein incorporated by reference and made a part of this
Contract.
b) Nondiscrimination
Contractor, with regard to the work performed by it after award and
prior to completion of the Contract work, will not discriminate on the
grounds of race, color, or national origin in the selection and retention
of subcontractors, including procurement of materials and leases of
equipment. Contractor will not participate, either directly or indirectly,
in the discrimination prohibited by Section 21.5 of the Regulations,
including employment practices when the Contract covers a program set
forth in Appendix B of the Regulations.
c) Solicitations of Subcontractors Including Procurement of Materials and
Equipment
In all solicitations, either by competitive bidding or negotiation made by
Contractor for work to be performed under a subcontract, including
procurement of materials and equipment, each potential subcontractor
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or supplier shall be notified by Contractor of Contractor's obligations
under this Contract and the Regulations relative to nondiscrimination
on the grounds of race, color, or national origin.
d) Information and Reports
Contractor will provide all information and reports required by the
Regulations, or orders and instructions issued pursuant thereto, and will
permit access to its books, records, accounts, other sources of
information, and its facilities to the authorized representative of the
CITY as may be determined by the CITY to be pertinent to ascertain
compliance with such Regulations, orders, and instructions. When any
information required a Contractor is in the exclusive possession of
another who fails or refuses of to furnish this information, Contractor
shall so certify to the CITY and shall set forth what efforts it has made
to obtain the information.
e) Sanctions for Noncompliance
In the event of Contractor's noncompliance with the nondiscrimination
provisions of the Contract, the CITY shall impose such Contract
sanctions as it may determine to be appropriate, including but not
limited to:
1) withholding of payments of Contractor under the Contract, or
until Contractor complies; and /or
2) cancellation, termination, or suspension of the Contract, in whole
or in part.
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f) Incorporation of Provisions
Contractor will include the provisions of paragraphs 21.a through 21.e
of this Contract in every subcontract, including procurement of
materials and leases of equipment unless exempt by the Regulations
order, or instructions issued pursuant thereto.
Contractor will take such action with respect to any subcontract
procurement as the CITY may direct as a means of enforcing such
provisions, including sanctions for noncompliance; provided however, in
the event a contractor becomes involved in, or is threatened with,
litigation with a subcontractor or supplier as a result of such litigation,
Contractor may request the CITY to enter into such litigation to protect
the interest of the CITY; and in addition, Contractor may request the
United States to enter into such litigation to protect the interest of the
United States.
22. TAXES AND CONTRIBUTIONS
Contractor shall pay all taxes levied or assessed against Contractor or its
property, or imposed on Contractor, or required to enable Contractor to engage in
the business of performing the contract work. Taxes to be paid by Contractor
include, without limitation, all sales and use taxes, all employment taxes, and
contributions imposed by any law, trade union contracts, or regulations, with respect
to or measured by wages, salaries or other compensation paid to Contractor's
employees or subcontractors. These also include taxes or contributions for un-
employment compensation insurance, old age benefits, welfare funds, pensions,
annuities and disability insurance. Contractor shall defend and indemnify the CITY
and hold harmless, from all liability for all such taxes and contributions and for
interest and penalties for failure to pay their.
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23. REPRESENTATIONS AND WARRANTIES
Contractor represents to the CITY that Contractor is engaged in the business
of conducting work and services of the nature of the contract work and that
Contractor has an adequate, competent and trained organization for that purpose.
Contractor represents that the contract work will be performed and completed
in accordance with the terms and provisions of this Contract.
IN WITNESS WHEREOF, the CITY and Contractor have executed this
Contract as of the date first above written.
THE CITY OF PUEBLO
c
By
President of City Council
ATE MANAGEMENT AND SERVICE
COMPANY, INC.
ATTEST:
Senior Manager of Planning and
Consulting Services
ATTEST:
By By:
City C rk Ot - rING)
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ATTACHMENT A
SCOPE OF WORK
The following work plan describes ATE's task by task approach for completing the scope of
work outlined in the City of Pueblo's RFP. It is organized in chronological order to illustrate
how we propose to proceed if awarded this project.
TASK 1: CONDUCT PRELIMINARY RESEARCH
.... .. ..... ............................... ..... ........................ .. .................. .......
Prior to initiating this project, our team will want to know as much as possible about the Pueblo
area, the transit services to be promoted, current transit riders and potential transit markets. An
initial on -site visit will be made for the purpose of gathering this information. Task 1 is a critical
stage in the development of the marketing plan, as it constitutes the collection of information on
which all recommendations will be based. We propose that Task 1 include two steps:
Analysis of Existing Data
If our team is awarded this contract, we will request that your staff immediately forward to us
the following items:
• The recently completed Short Range Transit Plan as well as other pertinent transportation
related plans.
• Results of past passenger or community surveys.
• Ridership data (by fare class, age group, etc.) for the past two years.
• Any available population and demographic statistics for the Pueblo service area.
• Copies of advertising and information materials used to promote transit services during
the past two years.
Having the opportunity to review as much information as possible in advance will maximize the
usefulness of our team's initial meetings with Pueblo staff.
On -site Information Gathering
After reviewing the existing data, ATE's marketing consultant will spend three days in Pueblo
to complete the information gathering stage. While there the consultant will:
• Meet with PCT staff to clarify project objectives, review and clarify the information
outlined above, familiarize herself with the system's services, and discuss resources and
personnel available to implement the marketing program.
• Work with City of Pueblo and PTC staff to conduct a comprehensive review of transit
marketing functions performed by the City or transit system, including passenger
information, customer service, advertising, promotions and public relations.
• Collect additional information regarding Pueblo through executive interviews with City
officials, community leaders, major employers and other appropriate sources. Information
to be collected will include trip generators/key destinations, predominant travel patterns,
residential and employment distributions, general images of public transit in the
community, etc.
• Ride Pueblo's transit services and conduct informal personal interviews with current
riders. As an option, a focus group can be conducted with current riders, if Pueblo
Transportation will participate in the recruitment.
• Collect all necessary information regarding available advertising media and information
distribution channels.
TASK 2: ANALYZE EXISTING NIARKI TING EFFOR "T
Once all information has been gathered and analyzed, an analysis of past and current marketing
activities and materials will be made. The review will include Marketing Planning, Budgeting
and Research; Advertising, Promotion and Public Relations efforts; Customer Service and
Passenger Information systems; Internal Marketing; and Transit Advertising (exterior and
interior). ATE's evaluation of marketing efforts will address:
• Appropriateness of targeting,
• Effectiveness of advertising messages,
• Quality and distribution of information materials,
• Efficiency of advertising media utilization,
• And effectiveness of customer service and related marketing functions.
TASK 3: IDENTIFY T:1EtGE"r NIARKI T SEGNIENTS
Based on the information collected and our team's experience with other transit systems, a
segmentation analysis will be performed to identify market segments with the greatest potential
for increased transit usage. Depending on the data available, target segments will be defined
based on:
• Demographics (i.e. age, income, occupation),
• Travel characteristics (i.e. commuters, school students, off -peak travelers, downtown -
oriented),
• Ridership status (i.e. potential rider, regular rider, occasional rider),
• Or ridership motivations (i.e. transit dependent).
Factors considered during the segmentation analysis will include the size of each segment, the
group's access to transit services, the probability for increased transit ridership, and the capacity
to provide targeted communications with the group. Vehicles for efficiently reaching each
potential segment will be identified and evaluated.
TASK 4: PLAN
Utilizing the information collected and analyzed in Tasks 1, 2 and 3, ATE's team will develop
a comprehensive transit marketing plan for Pueblo. The plan will provide detailed
recommendations for a multi -year marketing program and will include the following sections:
Goals and Objectives
The plan will address the goals and objectives outlined in the RFP, including:
• Increase the visibility and awareness of public transportation among the general public,
including transit users, potential users and non - users.
• Increase awareness and support of public transportation's role in the community, by
educating local community leaders and the general public as to public transportation's
benefits, contributions and needs.
• Improve the general public's perception of public transportation as a viable alternative to
the automobile, a necessary public service and an integral part of the area's development.
• Increase ridership where capacity allows, by providing potential passengers with
information, incentive and opportunity for trial ridership.
Target Markets
Based on the Target Market Analysis conducted in Task 3, the plan will identify and describe
those target markets which must be reached in order to accomplish Pueblo's goals of expanding
transit's awareness, increasing ridership and building community support.
Strategic Position/Creative Concepts
We will recommend an overall strategy or position for Pueblo's transit services and recommend
creative concepts for supporting that position. This position will provide the unifying factor for
all transit marketing efforts in the future and will provide the foundation for the development of
marketing tools in Task 5.
Marketing Strategies and Programs
The plan will include specific recommended strategies and programs for cost - efficiently targeting
each of the market segments identified. This section will detail strategies in each of the
following areas:
System Identity. The plan will outline strategies for creating a highly visible and positive
system identity through the use of logo and colors, vehicle design, bus stop signage and
other elements of system identity.
• Passenger Information. Strategies will include means of educating both current and
potential riders regarding how to make best use of the Pueblo transit system. Effective
passenger information, including printed materials (maps, schedules, riders guides, etc.)
signage and telephone information, are vital elements in retaining current passengers and
attracting new ones. Potential passenger information mechanisms will be reviewed in
detail and recommendations provided for maximizing the effectiveness of PTC's
information aids and distribution.
• Advertising. Media advertising offers a variety of opportunities for increasing the
visibility and desirability of transit services; communicating with a broad or targeted
potential rider group; and promoting the advantages of the bus ridership. Both creative
and media strategies for using advertising will be addressed.
• Promotion. In developing strategies, we will examine promotional opportunities for
increasing ridership. Promotional activities recommended may include special event
services, free ride promotions, joint promotions will local media or merchants and tie -in's
with national or state transit promotions.
• Targeted Programs. Targeted efforts can be very cost effective in reaching certain high
potential rider groups. Targeted programs will be outlined for commuter, school
students, seniors or other high potential identified.
• Public Relations. The local news media offers an excellent vehicle for increasing transit's
visibility and upgrading its image. Strategies for increasing positive news coverage will
be examined.
• Community Outreach. Community outreach efforts offer an opportunity to sell transit
services on a more personal level through presentations to business, community and
school groups; public meetings; and participation in community special events.
Opportunities for community outreach will be identified and activities recommended.
• Non- Farebox Revenue. Strategies to increase revenues through non - farebox strategies
such as transit advertising, advertising on passenger information materials, etc. will be
examined.
Marketing Tools to be Developed
The marketing tools to be developed in Task 5 will be enumerated and described in detail.
Implementation Requirements
The resources, (personnel, equipment and dollars), required for implementation of the
recommended strategies will be outlined.
Implementation Schedule
A detailed implementation schedule covering the coming two years will be prepared.
Marketing Implementation Budget
An implementation budget for the plan will be included. This will be a detailed estimation of
production, printing, media and other marketing costs.
Once the draft plan has been developed, it will be presented to the City of Pueblo and Pueblo
Transportation Company for review. The consultant will make an oral presentation to appropriate
staff and work closely with the City and PTC on any desired modifications. Once all
modifications have been agreed to, a final plan will be prepared and submitted.
'TASK 5: CRE.VrE :AND PRODUCE MARKE'CING DESIf:NS AND
1 -WrERIALS
This project will also include the creation and production of a variety of marketing designs and
materials for use in effectively implementing the marketing plan. As the budget allows, ATE
will provide key materials in the form of print -ready color- separated film (this is actually one -
step beyond camera -ready artwork). Other materials will be provided as conceptual designs with
detailed copy outlines. The final product to be provided under each sub -task is noted below.
Redesign PTC Logo
Name and logo are the most basic elements of a transit system's identity, and influence the image
and impact of every other marketing element. ATE will redesign the PTC logo to be
immediately identifiable, communicate a positive, up -to -date image, and work effectively in a
wide variety of uses including vehicle design, signage, printed materials, etc.
Based on the input received from staff and the information collected in Task 1, our graphic artist
will create a variety of alternative logo designs. The three or four designs (including color
schemes) judged by the project team to provide the best fit with the Pueblo system will be
presented in conceptual form to City of Pueblo /PTC staff. Based on input from the City of
Pueblo /PTC, the preferred logo design/color scheme will be revised and finalized.
Final product: Color- separated film
Redesign PTC Bus Paint Scheme
Among the most visible communications vehicles available to a transit system are the buses
themselves. Effective use of logo and color on the buses can significantly improve a system's
visibility and image. The selected logo design/color scheme will provide the basis for the
creation of an effective vehicle paint scheme. Again, the City of Pueblo /PTC will be presented
with a draft design or designs which will be revised as needed then provided in final form.
Final product: Color laser print
Redesign PTC Bus Stop Signs
Like the buses themselves, bus stop signs are a permanent, highly visible communications
vehicle. In addition to telling passengers where to wait, they let potential passengers know that
transit service is available in a specific area.
The selected logo design/color scheme will be used in the creation of an attractive and
informative bus stop sign design. The design will potentially incorporate a variety of additional
elements including: bus stop symbol, route number and name designation, and additional
route /schedule information.
Recommendations regarding signage requirements at varying locations will be included in the
marketing plan. For example, major boarding locations will be identified where permanent route
map and schedule information should be placed.
Final product: Color- separated film (for basic signage design)
Redesign PTC Bus System Maps and Schedules
Quality passenger information materials that are attractive, easy to understand and accurate are
among the most effective mechanisms for increasing transit ridership. This project will include
the redesign of PTC's system maps and schedules to improve their information and image
functions.
Depending on the consultant analysis and the input of PTC staff, these passenger information
materials may be designed as a single, comprehensive Rider's Guide or as individual
route /schedule brochures. Either way, the passenger information materials to be
designed /produced will include the following elements:
• A large, color coded system map showing exactly where each transit route goes and
highlighting all key destinations. This map will show how the routes interconnect at the
downtown transit center so that a rider can travel to any destination served.
• Easy to read schedules for all routes with instructions on how to read the schedules.
• How to ride information, including where to board, fares, pass information, how to call
for trip planning assistance, etc.
• Information about other transit services including ADA paratransit services.
• If needed, basic transit information provided in Spanish, including an explanation of how
to use the system map and schedules.
All passenger information materials will, of course, incorporate the new logo /color scheme as a
central design element.
In addition, recommendations will be made regarding the provision of passenger information in
forms that meet the special needs of persons with disabilities.
Final product: Color- separated film and/or Conceptual Design/Complete Copy (depending on
complexity and number of needed materials)
Design Marketing Information Aids for Downtown Transit Center
PTC's Downtown Transit Center is a boarding /alighting location for a large segment of the
system's ridership. To maximize the "user - friendliness" of this facility, a high level of attractive,
easy to understand passenger information signage should be provided. As part of this project,
ATE will provide conceptual designs and copy outlines for information kiosks and displays.
These designs will address the need for:
• Designation of boarding locations for specific routes.
• Downtown departure times for each route.
• Destinations served by specific routes /route maps.
• Fare and pass information.
• General how -to -ride information.
• The need for information in forms that serve non - English speaking populations and
persons with disabilities.
Final product: Conceptual design and copy outline
Provide Concepts and/or Designs for Additional Passenger Information and Marketing
Tools Described in the Marketing Plan
As the budget allows, ATE will also provide PTC with creative concepts and/or designs for
additional marketing materials including print advertising, broadcast advertising, direct mail
materials, and targeted marketing vehicles. These concepts and designs will aid PTC in the
complete implementation of the Marketing Plan recommendations.
Final product: Conceptual design and copy outline or film (depending on hours /budget remaining
available)
The development of creative concepts and designs for PTC will begin concurrent with the
preparation of the draft marketing plan. Alternative concepts for basic identity elements (logo,
vehicle paint scheme, bus stop sign) will be presented at the same time as the draft plan. Other
marketing materials will be designed and created once logo selection is complete. For each
element, the City of Pueblo/PTC will be provided with draft designs /copy and samples of
effective materials from other systems to review prior to initiation of actual production.
.................................................. ............................... ............. ............................................... ........ .................... .
PROJECT SCHTD'C. LE
The proposed project schedule which encompasses 26 weeks is shown in Exhibit II -1. This
schedule is flexible and will be modified, as appropriate, to coordinate activities and utilize the
results of the operations and fare study project.
ATTACHMENT B
TIME SCHEDULE
EXHIBIT II -1
PROJECT SCHEDULE
Week
Activity
1 -2
Review of existing plans and research
Schedule activities for initial visit
3*
Initial on -site visit/information gathering
4
Analysis of Existing Marketing Efforts
5 -8
Development of Marketing Plan
and Logo Concepts
9*
Presentation of Draft Marketing Plan
and Logo Concepts
10 -11
Revision of Marketing Plan and Logo Concepts
12
Submission of Final Marketing Plan and Logo Artwork
13 -16
Development of Concepts, Designs and Copy
for Passenger Information and Marketing Materials
17*
Presentation of Marketing Materials Concepts (Copy and Designs)
18 -19
Revision of Marketing Materials Concepts
20 -23
Production of Final Artwork for Marketing Materials (as appropriate)
24
Delivery of proofs for all final products
25
Final corrections
26
Delivery of final film for appropriate products
* On -site visits by primary consultant
ATTACHMENT C
PRICING SCHEDULE
ATE is prepared to conduct the services outlined in our technical proposal on a cost plus fixed
fee basis for an amount not to exceed $27,418. Of this amount, $11,800 or 43 percent is
allocated to our WBE subcontractor, Copywrite Advertising and Public Relations. A detailed
breakdown of these costs is shown in Exhibit I -1.
Copywrite was selected for this project because of its demonstrated record of performance in
providing similar services for more than 10 transit systems during the last five years. For each
system, the services meet or exceeded client expectations and were within budget.
Enclosed in this proposal is documentation for ATE's overhead rate of 90 percent. Since ATE
is a small portion (2% of revenue) of Ryder System, Inc., we do not have a separate audit
opinion on ATE. However, we are audited by KMPG at year -end annually with no audit
adjustments proposed.
ATE has had only two audits in the past three years. The most recent was a pre -award audit by
DCAA. We did not receive a report. The person conducting the audit was Ms. Carol McQuay
at the Dayton, Ohio office, (513) 427- 5615.
The other audit was by the Florida DOT which was a direct cost audit for a completed contract.
The audit covered the period of January 1988 through August 1991. The person performing the
audit was Mr. Craig Dearden (904) 488 -2501.
Financial references for ATE can be provided from the following individuals:
Mr. William Hornek, Vice President
Star Bank
Fifth & Walnut Streets
Cincinnati, Ohio 45202
(513) 632 -4018
KPMG Peak Marwick
Certified Public Accountants
One Biscayne Tower
Miami, Florida 33131
(305) 358 -2300
EXHIBIT I -I
PROJECT BUDGET
A. LABOR
Hours
Rate
Cost Total
J. Davis
16
$33.45
$ 535
S. Barlow
160
37.50
6,000
Editor
8
22.65
181
Clerical
24
9.50
228
$6,409
B. OVERHEAD
Full -Time Labor (90% x $6,409)
$5,768
C. EXPENSES
Air Fare (3 trips @ $450)
$1,350
Per Diem (8 days @ $80)
640
Auto Rental (8 days @ $50)
400
Report Reproduction
200
Miscellaneous
210
$2,800
D. WBE SUBCONTRACTOR: COPYWRITE
Labor (200 hours @ $50) $10,000
Expenses 1,800
$11,800
E. FIXED FEE
10% of Labor and Overhead (6,409 x 0.1) $641
F. TOTAL ESTIMATED COST $27,418