Attachment A Statement of Work RFQ Number: 6100041691 OVERVIEW: The Pennsylvania Department of Transportation (PennDOT) is responsible for the operating costs for the Amtrak Keystone and Pennsylvanian passenger rail services. The Keystone Service provides frequent higher speed passenger train service along the Amtrak part owned Keystone Corridor between the Harrisburg Transportation Center in Harrisburg, Pennsylvania and 30th Street Station in Philadelphia. Some trains continue on the Northeast Corridor and terminate at Pennsylvania Station in New York, and the Pennsylvanian runs between New York and Pittsburgh with stops in between. PennDOT aims to increase ridership on these services as increased revenue offsets the state subsidy for the rail services, which is estimated to be $14.9 million in the 2017 Federal fiscal year. In 2012, PennDOT and Amtrak partnered on PA Trips By Train (www.patripsbytrain.com), an initiative spotlighting events and destinations in communities along the service routes. PennDOT is shifting the campaign’s focus from excursion travelers to commuter travel (Keystone) with the goal of gaining more riders. BACKGROUND NEEDED TO COMPLETE WORK PLAN: In 2014, Amtrak conducted surveys of 402 Keystone customers and 400 Pennsylvanian customers. PennDOT is advising interested vendors to obtain the results of those surveys to better understand the project. Information from those surveys, including gender, age, income, and more is available only by executing a Non-Disclosure Agreement (NDA) with Amtrak. Interested contractors must fully complete and sign Attachment E, Amtrak Market Research Data Nondisclosure. The completed hard copy with an original ink signature must be submitted to Amtrak. Interested vendors wishing to have an original returned must submit two signed copies. Submit documents to Christopher Natale at the address below. Questions concerning the NDA can be submitted to [email protected]. Christopher M. Natale Senior Manager, Operations-State Supported Corridors 30th Street Station – Box 57 Philadelphia, PA 19104 In the 2016 federal fiscal year, the Keystone Service finished with 1.46 million total trips, Attachment F – Keystone Ridership, and the Pennsylvanian completed 223,114 trips, Attachment G – Pennsylvanian Ridership. For ridership associated with each train or from station-to-station (city pairs), include the desired information in the NDA request to Amtrak. PennDOT is seeking qualified vendors to submit quotes outlining a campaign strategy and design concepts to target potential commuter or general rider audiences for the Keystone and Pennsylvanian services. Though not a requirement, PennDOT is interested in retaining the PA Trips By Train name and branding. PA Trips By Train’s identity is currently used in various venues, including posters in Amtrak stations, the initiative website (www.patripsbytrain.com), and Facebook and Instagram pages. Interested vendors may include refreshed branding options as part of their proposal for consideration. 1 Attachment A Statement of Work RFQ Number: 6100041691 Proposals must include separate strategies for the Keystone and Pennsylvanian services, though they may use the same or similar approaches. Vendors will include marketing recommendations and rationale with strategies that can be tracked for return on investment (ROI) evaluation. Proposals will include design-concept examples for the recommended marketing strategies. Approved campaign concepts will be coordinated with, and completed by Commonwealth Media Services and/or PennDOT. The selected vendor will be required to work with the Commonwealth’s media buying firm to coordinate strategies and implement tactics recommended in the media buy. The selected vendor will be responsible for maintaining the initiative website, including hosting, interacting with Amtrak for ticket promotion and purchasing, and any troubleshooting. The initiative currently has an email subscription list of 7,000+ people. If the selected vendor recommends using the email subscriptions, they agree to the writing, issuance and maintenance of the emails as well as maintaining the subscription list. PennDOT is also seeking a design concept for branding mirroring the proposed PA Trips By Train branding that could be used on the trains if such an opportunity would be pursued in the future. The “train wrap” could provide branding when the train stops at its various locations. PennDOT also seeks concepts related to the “Dry Gulch” train ride at Hershey Park, as the department may have an opportunity to suggest a new theme for this train ride. Images of existing branding and signage, as well as concept opportunities, are included in Attachment H – Hershey Amtrak Advertising. TASKS: Task 1 - Planning: The vendor must create separate strategies for the Keystone and Pennsylvanian services, though they may use the same or similar approaches. The plan must strategically outline how the goals in the overview will be accomplished, with tactics covering a one-year timeframe beginning with the date of contract execution with PennDOT. Subtask 1A: Marketing/Branding Strategy Within 4 weeks of the Kick Off Meeting, the awarded vendor must develop and submit for approval to PennDOT a Marketing/Branding Strategy plan. It is the vendor’s responsibility to seek historical data from Amtrak in developing these works. This plan must include but is not limited to: • A marketing/branding strategy to increase ridership on and awareness of the Keystone and Pennsylvanian train services by modifying the existing PA Trips By Train initiative or through a new brand. The plan should include strategies executed over a one-year timeframe. • Design-concept examples for recommended strategies and tactics, including recommended language. 2 Attachment A Statement of Work RFQ Number: 6100041691 • A recommended electronic strategies should include but not be limited to internet and social media ads or other media as applicable, including design mockups. Deliverables that require closed captioning will be the responsibility of the vendor. Subtask 1B: Radio Scripts Within four weeks after marketing/branding strategy is approved , the awarded vendor must provide scripts for at least four (4) 30-second and at least four (4) 15-second radio advertisements. The scripts must include “Paid for with Pennsylvania taxpayer dollars” at the end and account for it in the script length. The awarded vendor will not be producing the scripts. Subtask 1C: Design-Concept for Branding Within four weeks after marketing/branding strategy is approved, the awarded vendor must provide a design-concept for branding that mirrors the proposed PA Trips By Train or new concept branding that could be wrapped on the train/s if such an opportunity would be pursued in the future. Subtask 1D: Design and Theme Concept for Attraction Branding Within four weeks after the marketing/branding strategy is approved, the awarded vendor must provide a design and theme concept to update signage and visuals in the “Dry Gulch Railroad” ride at Hershey Park. • The concept may be related to the Keystone Service, tie into the Trips By Train (or alternative) proposal, or something else transportation related, but must sync with the ride name which will remain “Dry Gulch.” Task 2 - Campaign Implementation: The vendor must include all costs required to implement the agreed upon marketing/branding strategy. Subtask 2A: Campaign Implementation Plan The awarded vendor must work to develop a plan to implement the approved market/branding strategies in Task 1. This plan must have the below requirement but is not limited to the below: • The implementation plan must be provided by the vendor and approved before any further work may commence. • This plan must highlight milestones with dates when certain tasks will be completed. Subtask 2B: Campaign Implementation The implementation of the campaign must be carried out as outlined in Task 2A. The awarded vendor will work with PennDOT in determining the best course of action. • Commonwealth Media Services has first right of refusal for production of all radio and digital (banner ads, social media) items within the Campaign Implementation Plan. Any items that Commonwealth Media Services wishes to produce will be removed from the quote and any follow on purchasing documents. 3 Attachment A Statement of Work RFQ Number: 6100041691 Task 3 - Hosting and Maintenance: The vendor must provide a monthly cost to maintain the marketing/branding strategy. The selected vendor agrees to the hosting and maintenance responsibility of the website within 90 days of executing the agreement with PennDOT. This includes coordination with the current website host if applicable. Subtask 3A: Hosting and Maintenance Plan The awarded vendor must work with PennDOT to create a detailed plan for hosting and maintaining the campaign. The monthly cost must include a breakdown of costs and items that will be maintained. However, the vendor must invoice monthly for one all-inclusive amount. Commonwealth Management Directive 230.10, Travel and Subsistence Allowances must be followed when determining total cost. Subtask 3B: Hosting and Maintenance The vendor must invoice monthly for hosting and maintenance from the previous month. Hosting and Maintenance shall commence upon approval of Task 3A: Hosting and Maintenance Plan. Changes to Hosting and Maintenance must be requested in writing and approved before any change may take place. Task 4: Documentation The selected contractor must submit status