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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.). 1 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. 3 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. 4 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. 5 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 0 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. 7 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 0 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. 9 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 10 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. 11 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. 12 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) 13 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