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