Chicago BRT Initiative Branding Consultant Communications Consultant REQUEST FOR PROPOSAL

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1 111 E. Wacker Drive Suite 1400, Chicago, IL Tel: Chicago BRT Initiative Branding Consultant Communications Consultant REQUEST FOR PROPOSAL PROJECT BACKGROUND The City of Chicago and the Chicago Transit Authority, working together, have begun the process of introducing Bus Rapid Transit (BRT) into the city s transportation network with three demonstration projects. They are the Jeffrey Corridor BRT on the south side, the Western-Ashland Corridor BRT on the west side and the Central Loop BRT between Union Station and Navy Pier. The success of bus rapid transit in Chicago depends on the public s understanding of its purpose and its value from conception through operations. This requires a branding strategy that conveys the distinctive message of BRT in words, graphics, and infrastructure design and a communications strategy that distributes that message to potential users, stakeholders, and influencers of the new system. There are many good examples around the world of how this engagement process can be successfully organized and implemented. Many of these lessons are summarized in From Here to There: A Creative Guide to Making Public Transport the Way to Go published by EMBARQ ( The Chicago Community Trust is seeking the services of a consultant team(s) that can assist the City of Chicago in building on this strong foundation. SCOPE OF SERVICES Branding and communications are integral to each other and together they are integral to the success of BRT s system wide development. The scope of services addresses each of these activities separately and interested parties may respond to one or both parts of the RFP. In either case, proposals must demonstrate in their response an ability to develop and work within a structure that weaves these two tasks together. The goal of Part I is to generalize a brand for Chicago s BRT system, document the brand elements, and apply it to the three demonstration projects. The result will be an image and identity that uniquely describes Chicago s emerging bus rapid transit system and a prototype of appropriate design elements can be reflected in future projects. A branding consultant is currently developing an approach to the first project, the Jeffrey Corridor BRT, scheduled for completion at the end of This demonstration project will not share all the elements of a fully developed BRT system but will set the stage for future projects. February 7, 2012 Page 1

2 The goal of Part II is to educate the public about the benefits of the new system, identify and address conflicts created by the system, and attract ridership for the system once it starts operation. It is essential that the public understand bus rapid transit generally, and the new BRT projects specifically, with messages that are clear, consistent, and credible. It is also essential that the outcome is the result of an open and honest dialogue between the public and the City The Chicago Community Trust, on behalf of the BRT Steering Committee, is seeking the services of one or more consultant teams to assist the City of Chicago in meeting these goals. The work of the selected consultant(s) will be managed by a BRT Implementation Project Manager and a coordinated by a BRT Steering Committee comprised of civic and agency representatives. PART I: BRT BRAND DEVELOPMENT The goal of Part I of this RFP is to generalize a brand identity for Chicago s BRT system, establish the templates and protocols for its application, and establish an application approach to the three demonstration projects. A. Define the BRT Brand for Chicago 1) Develop and present a framework for branding through an assessment of the existing bus system, the City s goals for bus rapid transit and the brand concepts for the Jeffrey Corridor. Timeframe: March ) Conduct two sets of branding workshops, one with the community and one with CTA/CDOT, to develop recommendations for a brand promise and brand identity of expanded BRT system. 3) Prepare a summary of the recommended brand elements and the key policy implications for the design and development of transportation infrastructure, the built environment, and transit operations to address the brand promise at different stages in the evolution of the system. B. Apply the BRT Brand Architecture 1) Prepare prototype graphic and infrastructure design standards based on the brand approach. Timeframe: June-August ) Test and coordinate with CDOT/CTA the prototype concepts through the design phase of the East-West project and the alternatives phase of the Western project. Timeframe: July-December 3) Summarize in a branding manual the results of the prototype analysis. Timeframe: November-December 2012 PART II: COMMUNICATIONS STRATEGY The goal of Part II of this RFP is to reach a citywide audience with an easily accessible message that defines bus rapid transit, distinguishes it from other modes of transit, addresses common concerns, exemplifies its benefits, and places it within the larger transit system goals of the City and the CTA. A. Project Organization 1) Working with the Branding Consultant, create an iterative process of message development and message communications for city s BRT system and projects. Timeframe: March-April ) Working with the BRT Steering Committee, establish a common communications plan to promote bus rapid transit in the city. The plan should be consistent with the work of the February 7, 2012 Page 2

3 Branding Consultant and should be framed by the key milestones in the development of the three demonstration projects during Timeframe: March April 2012 B. General presentation materials 1) Refine the current fact sheet for distribution as a one-page newsletter on bus rapid transit for hand and web distribution. Timeframe: April-October ) Create appropriate web-site materials and assist the City in creating a web page that puts bus rapid transit front and center as a policy initiative of the city. Timeframe: April-October 2012 C. Internal leadership development 1) Assist the BRT Steering Committee in preparing and carrying out a strategic outreach plan that matches target audiences with targeted messaging and appropriate speakers. Timeframe: April-December ) Provide media and public presentation training to civic and city presenters. 3) Meet monthly with the BRT Steering Committee to share insights and work collaboratively to development strategy and message. Timeframe: April-December 2012 D. Media Relations 1) Prepare press kit for print and electronic media and a series of reporter briefings in coordination with the city. 2) Create a series of major media stories around a Chicago Architecture Foundation symposium and leadership breakfast Timeframe: May -June ) Identify key supporters in the business and civic community and capture their support in letters to the editor, story placements, and video clips on the web. Timeframe: May December ) Meet regularly with CTA and CDOT Public Information Officers to review action plans. Timeframe: May-December 2012 E. Demonstration Project Messaging 1) Jeffrey Corridor BRT a) Prepare a public education and marketing piece for distribution during the construction phase in conjunction with the outreach consultant for the prime contractor. Timeframe: June 2012 b) Assist in coordinating communications support for public events at the opening of the Jeffrey Corridor. Timeframe: October ) East-West Corridor a) Assist in providing a broader BRT message to the press and public during the April public meeting February 7, 2012 Page 3

4 b) Conduct a focus group to identify the most common concerns regarding the proposed line and workshop appropriate responses. Work collaboratively with BRT Task Force to develop message points tailored to the issues of the respective audiences. 3) Western-Ashland Corridor a) Assist in providing a broader BRT message to the press and public during the alternatives public meeting and subsequent open house. b) Conduct a focus group to identify the most common concerns regarding the proposed line including lane loss and access to parking and workshop appropriate responses. Work collaboratively with BRT Task Force to develop message points tailored to the issues of the respective audiences. Timeframe: May-June 2012 c) Design a one-page summary of the project that reflects the outcome of the branding exercise. Timeframe: July 2012 PROJECT BUDGET A maximum budget of $90,000 has been allocated for Part 1 and Part 2 of the Scope of Services. RFP SUBMITTAL REQUIREMENTS Respondents must submit the proposal prepared in response to this solicitation electronically no later than 4:00 p.m, February 22, Proposals should be submitted to Brandon Thorne at the Chicago Community Trust via bthorne@cct.org EVALUATION CRITERIA Proposals will be judged according to the standards listed below: 1. Team Experience. Respondents should provide a description of their knowledge, including relevant experience of the firm and key personnel, in branding a product or service and/or in conducting a public outreach and engagement program within the local context. 2. Approach and Scope. A scope of services is suggested in the RFP. Respondents are encouraged to refine this approach to meeting the project objectives based on their experience and best practices. Respondents should describe how they would coordinate between brand development and brand communications. 3. Management Structure The project will require the simultaneous management of multiple tasks. Respondents should provide a summary of the key personnel assigned to the project and their roles and responsibilities. February 7, 2012 Page 4

5 4. Budget The RFP provides a maximum fee for this project. Respondents should provide a breakdown of labor and expenses by task and a summary of how they will maximize the available budget resources. 5. Schedule Respondents should indicate the availability of assigned personnel and summarize the team s ability to meet the schedule requirements SELECTION PROCESS February 7, 2012: February 22, 2012: March 7, 2012: March 19, 2012: RFP issued RFP response deadline Preferred respondent selected Contract Start Date February 7, 2012 Page 5