Okaloosa County BOCC — June 21, 2016 — OW-TPO INTERLOCAL AGREEMENT April 2016 — reading text

RESOLUTION O-W 16-10 A RESOLUTION OF THE OKALOOSA- WALTON TRANSPORTATION PLANNING ORGANIZATION APPROVING TASK ORDER 2016-01 INTERLOCAL AGREEMENT WITH OKALOOSA COUNTY FOR TRANSIT MARKETING SUPPORT SERVICES WHEREAS, the Okaloosa-Walton Transportation Planning Organization (TPO) is the organization designated by the governor of Florida, together with the state of Florida, for carrying out the provisions 23 U.S.C. 134, as amended by the Moving Ahead for Progress in the 21 Century (MAP-21) and the Fixing America’s Surface Transportation (FAST) Acts; and WHEREAS, the TPO has in the past provided technical support for the transportation planning process for the Fort Walton Beach-Navarre-Wright Urbanized Area; and WHEREAS, the parties to this Interlocal Agreement desire to participate cooperatively to provide transit marketing support services within Okaloosa County with the goal of increasing transit ridership, increasing support for transit services and increasing the awareness of transit; NOW, THEREFORE, BE IT RESOLVED BY THE OKALOOSA-WALTON TRANSPORTATION PLANNING ORGANIZATION THAT: The Okaloosa-Walton Transportation Planning Organization authorizes the Chairman to sign Task Order 2016-01 Interlocal Agreement between the Okaloosa-Walton Transportation Planning Organization and Okaloosa County for transit marketing support services and authorizes the Transportation Planning Manager to issue a Notice to Proceed once all parties have signed the interlocal agreement. ‘ Passed and duly adopted by the Okaloosa-Walton Transportation Planning Organization on this 21% day _-of April 2016. OKALOOSA-WALTON TRANSPORTATION PLANNING ORGANIZATION Dick Rynearson, Vice Chairman ...... TASK ORDER NO. 2016-01 INTERLOCAL AGREEMENT BETWEEN OKALOOSA-WALTON TRANSPORTATION PLANNING ORGANIZATION (TPO) AND OKALOOSA COUNTY, FLORIDA 1. BACKGROUND Under the umbrella of the Interlocal Agreement for creation of the Okaloosa-Walton Transportation Planning Organization (TPO), the TPO is intended to be a forum for cooperative decision making by officials of the governmental entities which are parties to the Interlocal Agreement in the development of transportation-related plans and programs, including but not limited to: the Unified Planning Work Program (UPWP). The UPWP is the biennial program developed in cooperation with the Florida Department of Transpartation and public transportation providers, that identifies the planning priorities and activities to be carried out within a metropolitan planning area to be undertaken during a 2-year period, together with a complete description thereof and an estimated budget, all as required by 23 CFR §450.308, and Section 339.175(9), F.S. In the current (July 1, 2014 - June 30, 2016) Okaloosa-Walton TPO UPWP, under Task C.6 Public Transportation Planning, it identifies Transit Education and Public Relations as work proposed to be performed. The task includes managing a contract and assisting with education/public relations ongoing campaign for public transportation services in the region including local jurisdictions in the Fort Walton Beach, FL urbanized area. In the proposed (July 1, 2016 — June 30, 2018) Okaloosa-Walton TPO UPWP, under Task C.6 Public Transportation Planning, it identifies the purpose of this task: “to complete public transportation planning activities that address long-term and short-term public transportation needs in the urbanized area.” The required activities are to provide technical assistance and staff support to transit related issues/tasks. Page 1 Under Task C.6 Public Transportation Planning of the Okaloosa-Walton TPO UPWP, Okaloosa County is looking to continue its marketing momentum following a stream of positive publicity in the local community and recent industry-wide recognition at the statewide Florida Public Transportation Association {FPTA) conference. Okaloosa County is requesting transit marketing support with the goal of increasing transit ridership, increasing support for transit services, and increasing the awareness of transit. 2. SCOPE OF SERVICES The Okaloosa-Walton TPO and Okaloosa County will oversee all services provided in this Agreement. Based on initial discussions, marketing activities will be focused on engaging with local businesses and organizations, enhancing customer communications and growing ridership. Immediate topics / items to be addressed under this marketing scope include: . Development of new EC Rider brand for fixed route and a new paratransit brand to differentiate between the two services Website development and redesign for ECrider.org Design and distribution of materials targeting local businesses Continued use of social media Facebook platform as customer service tool Strong external communication efforts to share transit milestones & accolades with key stakeholders, riders and local media Year 1: Marketing Activities to be provided by Okaloosa-Walton TPO General Planning Consultant (GPC) team member, BowStern Branding e Branding Discovery Session o Coordination of one-on-one discovery sessions with key internal leadership {up to 3) e Branding Development o Execution of overall creative approach o Development of visual logo design / Creation of Brand “Style Guide” The Okaloosa Transit Cooperative (Co-op) and Okaloosa County Tourist Development Council (TDC) have - agreed to use the TDC logo so the TDC logo will be incorporated for the fixed-route service. The final logo will entail incorporating the Co-op and TDC approved logo with any other creative elements identified through the discovery session. It will also entail finalizing the logo in different formats to be readily and easily used for other platforms (e.g., website, ride guide, facebook, bus wraps, etc). Formatting requirements are different for different platforms. Development of a separate paratransit brand will be provided in order to differentiate between the two services. Page 2 Website Redesign ¢ Complete design / buildout of the ECrider.org website o Navigation mapping Visual graphics & aesthetics Content Creation / Copywriting Reformatting of routes for web Back-end coding and SEQ optimization Team training session for handoff of management to Okaloosa County O 0O O O O The transit website has been reviewed and it is being recommended that the website be redesigned to be more user friendly and have a consistent look and feel with all other transit related materials (e.g., ride guide, facebook, etc.). Additionally, it is recommended that this be developed as a more mobile-friendly responsive design for easier access on tablets or phones. Not only will all online materials have a consistent look and message, but all pages will be ADA compliant. The current website address (ecrider.org) will be utilized but with a more dynamic and professional appearance. It will be redesigned in a format that Okaloosa County can maintain. It is recommended to have a consistent brand, logo, and message. All of the transit materials will have a consistent look and message, which is important from a marketing standpoint. This will not only assist with an enhanced customer experience, but will position Okaloosa County well for greater community buy-in moving forward. Any redesign of website will be coordinated with the TPO and Okaloosa County staff. Okaloosa County staff will approve any hosting, etc. changes, if any are recommended. All copyrights, ownership, etc. of materials will be for and in the name of Okaloosa County. Public Relations e Draft, distribute & pitch press releases o Frequency: Quarterly (Consists of 2 major PR pushes for Y1) * Coordinate onsite media events in conjunction with quarterly efforts when appropriate e Target media outreach and interviews with the print, radio, television, online / blogs Social Media Management e While EC Rider staff will be managing the day-to-day postings and monitoring of the Facebook page, BowsStern will support in this arena with content creation as it relates to Year 1 marketing initiatives. o Drafting postings (i.e. content in line with press releases or properly sized Facebook graphics for to promote new toolkits) o Frequency: Estimate 1 post and/or graphic per week Graphic Design e Development / design of marketing materials o Creation of online advertising graphics as needed o Revamp of toolkits materials given new brand identity Page 3 Eblast e Copywriting, design & coding e Distribution hard costs (e-postage) included o Frequency: Includes up to 4 eblasts Paid Media and Production ¢ Development of online advertising plan in support of campaign initiatives and/or target initiatives o Includes ad oversight & hard placement costs o Timing and recommended run dates dependent upon final budget ® Assistance with production of necessary community outreach materials o Includes oversight & production costs Years 2 & 3: Marketing Activities to be performed by the Okaloosa-Walton TPO Public Relations e Draft, distribute & pitch press releases o Frequency: Quarterly e Coordinate onsite media events in conjunction with quarterly efforts when appropriate e Target media outreach and interviews with the print, radio, television, online / blogs Social Media Management ¢ While EC Rider staff will be managing the day-to-day postings and monitoring of the Facebook page, the TPO will support in this arena with content creation as it relates to Years 2 & 3 marketing. o Drafting postings (i.e. content in line with press releases or seasonal initiatives) o Frequency: Estimate 1 post and/or graphic per week Community Outreach e Buildout of local contact database e Distribution of materials targeting local businesses Paid Media and Production * Development of online advertising plan in support of campaign initiatives and/or target initiatives o Includes ad oversight & hard placement costs o Timing and recommended run dates dependent upon final budget e Assistance with production of necessary community outreach materials o Includes oversight & production costs Page 4 3. TASK AND DELIVERABLES YEAR ONE Work to be performed by TPO General Planning Consultant team member, BowStern TASK DELIVERABLES Branding Discovery Session Report Delivery of final Logo & Style Guide Website Site Architecture Plan Content / Copywriting Complete Website Launched Graphic Design Completion of Revised Toolkit & Graphics Monthly Public relations, social media, and Eblast monthly report Paid Media Online advertising and printing/production reports YEARS TWO & THREE Work to be performed by Okaloosa-Walton TPO TASK DELIVERABLES Monthly Public relations, social media, and community outreach monthly report Paid Media | Online advertising and printing/production reports 4, SCHEDULE Three years [thirty-six {36) months] from the issuance of the Notice to Proceed letter. 5. COMPENSATION This is a fixed-rate, flat fee contract billable monthly. Year 1: Not-to-exceed amount of to be paid by Okaloosa County to the Okaloosa-Walton TPO for worked performed by the TPO General Planning Consultant (GPC) team member, BowStern. The TPO will invoice Okaloosa County monthly. The invoice will include a status report of work performed for that month. Invoices will be submitted for review and approval for processing to: Emerald Coast Rider Attn: Janet Willis 600 Transit Way Fort Walton Beach, FL. 32547-5070 Phone: 850-609-7003 Page 5 Years 2 & 3: Work will be performed by Okaloosa-Walton TPO, provided the TPO is in receipt of Federal Transit Administration (FTA) 5305 transit planning funds. No invoices will be processed for service provided in Years 2 & 3. However, the TPO will provide monthly status reports to Emerald Coast Rider (Attn: Janet Willis) for work performed in Years 2 & 3. 6. AMENDMENT Amendments of this Agreement may be initiated by Okaloosa County or the Okaloosa-Walton TPO. Amendments shall be formally approved by Okaloosa County and the Okaloosa-Walton TPO in written