TRANSO seeks media planning & buying firm

Steve’s breakdown: The South Bend Public Transportation Corporation (TRANSPO) is seeking proposals for media planning & buying.

“Sealed proposals shall be submitted in envelopes marked “Media Planning and Placement Services”, and will be received at the administrative offices of TRANSPO – 1401 S. Lafayette Blvd., South Bend, Indiana, 46613 – until 2:00 p.m. (prevailing time) on Wednesday, November 16, 2011.” You can download the RFP here => RattiReportRFP29

SOUTH BEND, IN: Introduction: In an effort to address ongoing marketing needs that will support TRANSPO’s goals of increasing awareness and usage of our services, TRANSPO is planning to establish a contract with a selected firm to provide Media Planning and Buying Services. The nature and time period for these services required from the individual firm will vary according to project. This contract will be utilized on an as-needed basis with no guaranteed level of usage.

Background: The South Bend Public Transportation Corporation, dubbed “TRANSPO” in 1976, provides fixed route and para-transit services Monday through Saturday throughout the cities of South Bend and Mishawaka in northern Indiana. TRANSPO is part of a legacy of public transit dating back to May 25, 1885. After many changes, the original transit company became the South Bend Public Transportation Corporation in 1968, a municipal corporation established under IC 36-9-4-11. Today TRANSPO has a 70-vehicle fleet, all of which burn soy bio-diesel blend fuel. All vehicles are wheelchair accessible and all buses have bicycle racks. TRANSPO operates 20 different fixed routes, covering approximately 275 miles of bus routes. In 2010, TRANSPO completed construction of the Emil “Lucky” Reznik Administration, Maintenance and Operations Facility. It is the first Leadership in Energy and Environmental Design (LEED) Platinum-certified multi-use transit facility in the country. In 2011, TRANSPO completed a comprehensive operational analysis on its system and is looking to implement changes to the service that will improve on-time performance and efficiency and ultimately increase ridership.

Media Types: Traditional media buys typically include radio and/or television. The advertising is meant to target South Bend and Mishawaka residents through broadcast media. TRANSPO may supplement an integrated campaign buy with print advertising and/or social media campaigns which will be negotiated and placed directly by TRANSPO.

Target Markets: Although it is preferred to have advertising reach most markets, media buys will generally be targeted to reach the following demographics.

Adults aged 25-54

o Have personal vehicles

o Reside and work in South Bend/Mishawaka

o Looking for ways to save money

o Looking for ways to help environment

 

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