Bikeshare Education and Marketing Campaign Program Services

The State of California is seeking an experienced consultant to develop and implement a bikeshare education and marketing campaign program. The consultant will be responsible for reviewing and enhancing the existing bike and scooter share marketing plan and branding toolkit, resulting in a refined, implementation-ready program plan and schedule. The scope includes planning for program conditions and necessary strategies, with provision for up to two rounds of revisions during the development of the campaign materials.

A key component of the project will be the development of a performance tracking framework that monitors engagement, demographic reach, equity outcomes, enrollment, and ridership trends, utilizing available data. The consultant will be tasked with informing the public about bike share services, explaining operations, and promoting benefits such as cost-effectiveness, convenience, and environmental advantages.

Campaign communications should leverage a blend of traditional, digital, and community-based outreach methods. This may include press events, email campaigns, social media content, digital and print advertising, and other traditional media such as television, newspaper ads, and flyers. Outreach materials are expected to be prepared in English, Spanish, Chinese, and Tagalog, in alignment with the program’s equity and inclusiveness goals.