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CITY OF SANTA ANA <br />RFP NO.: 25-096 <br />MANAGEMENT OF ADVERTISING AT BUS SHELTERS AND BUS STOPS IN <br />THE CITY OF SANTA ANA <br />SCOPE OF WORK <br />INTRODUCTION AND BACKGROUND <br />The City of Santa Ana ("City" or "Santa Ana") is interested in contracting with a qualified and experienced <br />Company to manage its advertising program at designated bus stops and bus shelters throughout the city. <br />Services include the full scope of advertising operations, including sales, installation, and compliance, <br />with the goal of maximizing advertising revenue while preserving the visual quality and functionality of <br />the City's transit -related street furniture. <br />DESCRIPTION OF WORK <br />I. Sales and Marketing <br />The selected vendor will be responsible for: <br />a. Developing and executing a comprehensive marketing and sales strategy aimed at <br />maximizing advertising revenue across bus stops and bus shelters throughout the City of <br />Santa Ana. <br />i. This strategy should be data -driven, scalable, and adaptable to changing market <br />conditions. <br />ii. The vendor will proactively identify and pursue potential advertisers, targeting a <br />diverse mix of local businesses, regional organizations, and national brands to <br />ensure a broad and sustainable revenue base. <br />To support sales efforts, the vendor will be expected to: <br />b. Produce professional marketing collateral, including media kits, rate cards, demographic <br />data, and other promotional materials that clearly communicate the value of advertising in <br />Santa Ana's transit network. <br />i. These materials should highlight audience reach, traffic counts, geographic <br />advantages, and any value-added features such as digital displays or high -visibility <br />locations. <br />c. The vendor will also be responsible for negotiating advertising contracts, finalizing <br />agreements, and managing client relationships with a focus on transparency, customer <br />service, and long-term retention. <br />II. Production and Installation <br />The selected vendor will be responsible for: <br />Page 1 of 4 <br />