Request for Proposals for RFP No. SFMTA 2016-14 VISION ZERO SAFE STREETS ANTI-SPEEDING EDUCATION PROGRAM (CCO No. 15-1371) Date Issued: November 4, 2015 Pre-proposal Conference: November 17, 2015, 11:00 am North Beach Conference Rm Third Floor, One South Van Ness Proposal Due: December 3, 2015 1:00 pm PT
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Request for Proposals for
RFP No. SFMTA 2016-14
VISION ZERO SAFE STREETS ANTI-SPEEDING
EDUCATION PROGRAM
(CCO No. 15-1371)
Date Issued: November 4, 2015
Pre-proposal Conference: November 17, 2015, 11:00 am
North Beach Conference Rm
Third Floor, One South Van Ness
Proposal Due: December 3, 2015 1:00 pm PT
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San Francisco Municipal Transportation Agency (SFMTA)
Request for Proposals for Vision Zero Safe Streets Anti-Speeding Education
Program 2015
Table of Contents
I. Introduction and Schedule .................................................................................................................... 1
A. General .............................................................................................................................................. 1
B. Schedule ............................................................................................................................................ 1
II. Scope of Work ...................................................................................................................................... 1
5. General requirements ........................................................................................................................ 1
III. Submission Requirements ................................................................................................................. 1
A. Time and Place for Submission of Proposals ................................................................................... 1
B. Format ............................................................................................................................................... 1
C. Content .............................................................................................................................................. 1
1. Introduction and Executive Summary........................................................................................... 1
e. Campaign Example (20 Points) .................................................................................................... 2
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f. Oral Interview (25 points) ............................................................................................................. 2
V. Pre-proposal Conference and Contract award ...................................................................................... 2
A. Pre-Proposal Conference .................................................................................................................. 2
B. Contract Award ................................................................................................................................. 2
VI. Terms and Conditions for Receipt of Proposals ............................................................................... 2
A. Errors and Omissions in RFP ............................................................................................................ 2
B. Inquiries Regarding RFP ................................................................................................................... 2
C. Objections to RFP Terms .................................................................................................................. 2
D. Change Notices ................................................................................................................................. 2
E. Term of Proposal .............................................................................................................................. 2
F. Revision of Proposal ......................................................................................................................... 2
G. Errors and Omissions in Proposal ..................................................................................................... 2
H. Financial Responsibility ................................................................................................................... 2
I. Proposer’s Obligations under the Campaign Reform Ordinance ..................................................... 2
J. Communications Prior to Contract Award ....................................................................................... 1
K. Sunshine Ordinance .......................................................................................................................... 1
M. Public Access to Meetings and Records ............................................................................................ 2
M. Reservations of Rights by the City ............................................................................................... 2
N. No Waiver ......................................................................................................................................... 2
VII. Contract Requirements ..................................................................................................................... 2
A. Standard Contract Provisions ........................................................................................................... 2
B. Nondiscrimination in Contracts ........................................................................................................ 2
The requirements of Sections 12.B.1.(b) and 12.B.2.(b) of the S.F. Administrative Code, concerning
the provision of benefits to spouses and domestic partners of employees, shall not apply to the
contract. The successful proposer will be bound by all other nondiscrimination provisions of Chapter
C. Minimum Compensation Ordinance (MCO) .................................................................................... 2
D. Health Care Accountability Ordinance (HCAO) .............................................................................. 2
E. Conflicts of Interest .......................................................................................................................... 2
VIII. Protest Procedures ............................................................................................................................ 2
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I. Introduction and Schedule
A. General
The SFMTA seeks one highly qualified firm to communicate information to multiple audiences and
stakeholders in support of its Vision Zero policy to achieve the goal of reducing speeding and speeds on
San Francisco’s streets and eliminate severe and fatal injuries caused by unsafe speeds. The four key
goals of this campaign are achieving: (1) a Measureable shift in the understanding that each person using
city streets has the ability to change behaviors to support the reduction in severe and fatal injury
collisions; (2) Measureable increases in awareness of key traffic laws and requirements; (3) Measureable
reductions in injuries and fatalities caused by speeding; and (4) Measureable reductions in speeding on
City streets.
All services described in this RFP will be performed on an as-needed basis. The contractor may
only start work upon receipt of an executed task order from the SFMTA. Each task order will be
defined for a specified scope of services, a specified dollar amount and for a specified amount of
time. Proposers must have demonstrated expertise in a broad range of services to complete task
orders issued by the SFMTA. Selection does not guarantee that a task order will be issued.
The contract shall have an original term of 2 years. This contract is funded with a grant from the
Federal Highway Administration (FHWA). Required FHWA provisions are appended to the
sample contract.
B. Schedule
The anticipated schedule for selecting a consultant is:
Phase Date
RFP is issued by the City: November 4, 2015
Pre-proposal conference: November 17, 2015
Deadline for submission of written questions or requests
for clarification:
November 23, 2015, 1:00 pm
Proposals due: December 3, 2015, 1:00 pm
* The SFMTA reserves the right to not conduct oral interviews and select a firm based
on the written proposals only.
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II. Scope of Work
The Scope of Work is to be used as a general guide and is not intended to be a complete list of all
work necessary to complete the project. Contractors must have demonstrated expertise in a broad
range of services to complete task orders issued by the SFMTA.
Proposing teams may suggest a modified scope as part of their proposal.
1. Research and Evaluation: provide both audience research and program evaluation for the behavior
change program to support developing Vision Zero messaging, branding or materials in support of
the overall communications goals for Vision Zero SF. (up to $80,000)
a. Conduct market research/surveys/focus groups in order to prepare programs, evaluate the
effectiveness of programs, assess attitudes and perceptions regarding education and media,
and develop ways to improve the effectiveness of future Vision Zero programs and
communication efforts;
b. Develop and execute pre-and post-campaign evaluation plans at the written request of the
SFMTA. Provide written reports, schedules and receipts prior to and as part of each phase of
a Task Order, as defined below, during the course of each campaign. Summary reports shall
include a detailed breakdown of anticipated staff and required resources/costs necessary for
each phase of a campaign. The SFMTA shall approve, in advance and in writing, all work
and expenditures. Post-campaign evaluations should include data on campaign media
impressions and performance.
2. Campaign Creative: develop the Vision Zero Safe Streets Anti-speed program. (Up To $115,000)
Work may include:
a. Develop a public awareness strategy, including a plan for implementation by SFMTA staff
within targeted communities;
b. Develop strategic messages, program themes, slogans and logos;
c. Design copy and art for online materials including websites and e-mail programs;
d. Produce print advertising for newspapers, magazines, transit systems (buses/subways) and
billboard advertising for programs;
e. Identify and develop integrated collateral materials and delivery methods that work with
specific target audiences handling all aspects of copy and design development, language
translations; printing and press checks;
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f. Develop video packages for use in presentations, with media, social media and other digital
formats; and
g. Subject to the prior approval by the SFMTA, provide a dedicated, experienced and creative
staff person whose workload shall be consistent with the SFMTA Assumptions herein (the
“Creative Staff Person”). The assigned creative staff person shall sufficiently understand the
principles of advertising, writing, and graphic design, and consistently provide high-quality
professional services. If the SFMTA does not find the Creative Staff Person to be
satisfactory, in any way or for any reason whatsoever, the SFMTA may require the
Contractor to immediately replace this person to the sole satisfaction of the SFMTA.
3. Development of materials: create and print fact sheets, outreach tool-kits for the community,
presentations, and community event materials to be utilized by the outreach team. (Up to $40,000)
a. Design copy and art for printed materials, including flyers, brochures, posters, banners,
decals, letterhead and envelopes for programs;
b. Design copy and art for promotional items such as magnets, buttons, T-shirts, caps, mugs and
pencils for programs;
c. Provide all creative services necessary for production, including typesetting, filming,
dubbing, recording, editing, and photographic services for programs;
d. Provide all campaign and other media in a variety of electronic formats (i.e. JPEG, GIF, TIF,
QuickTime, MOV, video streams, etc.);
e. Complete all types/facets of campaign commercials at broadcast quality, including tapes and
digital files for commercials and camera-ready art for print; and
f. Be responsible for all production costs as well as talent fees for commercials approved by the
SFMTA as set forth in each phase of any Task Order (as described below).
4. Multicultural assets: engage consultant to ensure culturally competent communications including
research with monolingual communities, the development of multicultural campaign materials, and
knowledgeable outreach to non-mainstream communities. (up to $20,000)
5. General requirements
Contractor must:
a. Receive prior written approval from the SFMTA for each phase in the development of a
b. Provide an ongoing Progress Summary for each campaign and maintain a separate up-to-date
Contract Usage Summary that includes job titles, job numbers, costs and invoicing for staff
and freelancers. Upon request by the SFMTA, such summary shall be forwarded by the
Contractor within two business days to the SFMTA, or as promptly as practicable with
respect to third party information.
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c. With respect to all the tasks described above, provide written reports, presentations and other
documentation and assistance to the SFMTA as reasonably requested; and
d. Have the capacity to develop two new creative programs per year.
6. Task Order Process
The following describes the task order process for the contract:
Task Requirements. Task requirements will be defined by the SFMTA. The cost and estimated time to perform the task fully will be agreed upon in advance of the start of work on the task in accordance with the terms and conditions of the Agreement with the contractor, generally following the procedures outlined below.
(a) Scope of Work. SFMTA will prepare the scope of work and expected time of completion and transmit the Task Order to the contractor with a request for a proposal for the performance of the task.
(b) Information and Data. The contractor shall request in writing any information and data it will require to perform Task Orders. The Contractor shall identify the timing and priority for which this information and data will be required. The Contractor and SFMTA shall reach agreement as to the availability and delivery time for such data and information during initial Task negotiations.
(c) Contractor Proposal. The contractor shall prepare and submit a proposal for the task showing:
(i) A work plan that includes a detailed description by subtask of the work to be performed and the means and methods that will be used to perform it;
(ii) Milestones for completion for each subtask and deliverables at each milestone;
(iii) Personnel and the subcontractors assigned to each part of the work, along with a resume or curriculum vitae that indicates why such personnel are qualified to perform the work; and prior experience in performing work of this nature;
(iv) A detailed cost estimate for each task and subtask showing:
(1) Estimated hours and direct salaries by position (hourly rates by position for all personnel). Labor hours for preparing monthly invoices or filling out required forms will not be allowed. The contractor will manage subcontractors so additional subcontractor program management labor hours will not be allowed. Overtime labor hours will not be allowed without SFMTA’s prior written approval. If overtime is approved, it will be billed at the billing rates listed in the contract and not at a higher rate, such as one and one half times the billing rate;
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(2) Overhead, including salary burden costs for both contractor and subcontractors; to arrive at this cost, the overhead rate is multiplied by the cost in (1) above;
(3) Estimated reasonable out-of-pocket expenses;
(4) Proposed profit as follows:
Proposed profit of contractor’s work effort as fixed fee amount not to exceed seven percent of contractor’s estimated direct salaries and overhead costs; and
For work performed by all subcontractors, proposed total mark up for contractor on subcontractor’s work effort as a fixed fee not to exceed three percent of subcontractor’s total labor charges.
Negotiation of Cost and Profit. The SFMTA will review the proposal and negotiate
either a lump sum price or a fixed profit to perform the work of each subtask and task
and either a total price or a total cost not to exceed for the taskshall be encumbered
individually by the SFMTA.
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III. Submission Requirements
A. Time and Place for Submission of Proposals
Proposals must be received by 1:00 pm PT on December 3, 2015. Postmarks will not be
considered in judging the timeliness of submissions. Electronic proposals can be submitted via
email to [email protected]. Proposals submitted via electronic media storage device i.e.
USB drive or CD, may be delivered in person and left with Geoffrey Diggs or mailed to:
Attn. Geoffrey Diggs
SFMTA Contracts & Procurement
1 S. Van Ness Ave. 6th Fl.
San Francisco, CA 94103-5417
Proposers shall submit the following to the above location:
One electronic copy on portable electronic media such as CD or flash drive of your
entire proposal including completed and signed Appendices D, E and F. (Appendices A
and G will be submitted as separate files as stated below.)
One electronic copy of your completed and signed Appendix A forms (see VI.O and
Appendix A) as a separate file on your electronic media submission.
One electronic copy of your completed Appendix G (fee or cost proposal form) as a
separate file on your electronic media submission.
All electronic files must include scanned (PDF) copies of any documents that require
signature. Signatures must be by an official with your firm who is authorized to submit
a proposal on behalf of your firm. Your electronic media should be clearly marked that
it is for “SFMTA-SFMTA 2016-14.”
B. Format
For all electronic documents, please ensure that the typeface is legible and accessible for
viewing on a computer monitor, laptop or (electronic) tablet.
If your response is over 20 pages, please include a Table of Contents.
C. Content
Firms interested in responding to this RFP must submit the following information, in the
order specified below:
1. Introduction and Executive Summary
Submit a letter of introduction and executive summary of the proposal. The letter
must be signed by a person authorized by your firm to obligate your firm to perform the
commitments contained in the proposal. Submission of the letter will constitute a representation
by your firm that your firm is willing and able to perform the commitments contained in the
All proposers are required to complete this form and include the names of the DBEs
being used, a description of the work they will perform, the services or supplies which
will be provided by each and the percentage value of each DBE transaction. This
completed form must be submitted with the proposal or the proposal shall be rejected.
2. EXHIBIT 15-H DBE INFORMATION —GOOD FAITH EFFORTS
Each Proposer shall submit this form with its proposal, along with supporting
documentation covering all actions taken by the proposer to meet the DBE goal prior to
the submittal of the proposal. This form must be submitted regardless whether or not the
proposer's Exhibit 10-O1 Consultant Proposal DBE Commitment indicates that the DBE
goal has been met. If the SFMTA requires further information following its review of the
report, the proposer shall submit such information within five days of the request.
3. EXHIBIT 12-B BIDDER’S LIST OF SUBCONTRACTORS (DBE AND NON-DBE)
All proposers shall list all subcontractors (both DBE and non-DBE) in accordance with
Title 49, Section 26.11 of the Code of Federal Regulations. This listing is required in
addition to listing DBE Subcontractors elsewhere in the proposal.
4. SFMTA FORM No. 5 – DISADVANTAGED BUSINESS ENTERPRISE
ACKNOWLEDGMENT DECLARATION
Every listed DBE subconsultant or supplier, including lower tier subconsultants, must
submit the completed declarations to the proposers. The proposers shall submit the
completed declarations to with the proposal unless an extension of time is granted by the
SFMTA’s Contract Compliance Office (CCO).
E. Other Forms. Required to be submitted with the proposal.
1. Completed SFMTA Form PM3 (Attachment 1)
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2. Completed Business Tax Declaration (Attachment 3)
3. Caltrans / FHWA Forms
a. Equal Employment Opportunity Certification (Attachment 6)
b. Noncollusion Affidavit (Attachment7)
c. Debarment and Suspension Certification, if required (Attachment 8)
d.Disclosure of Lobbying Activities, if required (Attachment 10)
4. Attestation of Compliance (Attachment 12)
Consultant and all subconsultants will need to submit all forms described in this
paragraph E.
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IV. Evaluation and Selection Criteria
A. Minimum Qualifications
To be considered for award, a Proposer must (1) be certified by the San Francisco General Services
Agency’s Contract Monitoring Division (CMD) as a Community Relations/Public Affairs firm, and (2)
meet or exceed each of the following minimum qualifications. A Proposer that does not meet the
Minimum Qualifications will not be considered. The SFMTA may, however, waive any inconsistencies
or deficiencies which the SFMTA deems, in its sole discretion, to be minor or technical. These
requirements must be true for the person or persons who shall be responsible to work on this project.
Firms must demonstrate experience with work similar to that described in the scope
of work.
Be able to provide one client liaison who is the main point of contact for all projects.
Have been in operation for a minimum of 3 years.
Have the ability to conduct, either directly or via a subcontractor, qualitative and quantitative research to both inform the development of and track the success of programs.
B. Selection Criteria
Responsive proposals will be evaluated by a selection committee comprised of persons with
expertise in the field described in this RFP. The SFMTA intends to evaluate the proposals generally in
accordance with the criteria itemized below. All proposers who have a statistical chance of being the
successful proposer will be interviewed by the committee to make the final selection.
1. Project Approach (20 points)
a. Understanding of the project and the tasks to be performed, etc.
2. Assigned Project Staff (20 points)
a. Recent experience of staff assigned to the project and a description of the tasks to
be performed by each staff person
b. Professional qualifications and education
c. Workload, staff availability and accessibility
3. Experience of Firm and Subconsultants (20 points)
a. Expertise of the firm and subconsultants in the fields necessary to
complete the tasks
b. Quality of recently completed projects, including adherence to schedules,
deadlines and budgets
c. Experience with similar projects
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4. Cost Proposal (10 points)
a. Proposed cost is within a reasonable range for this type of work;
b. The hourly rates for the as-needed work are:
i. Commensurate with the experience and skill level of assigned staff;
and
ii. Fall within market rates.
e. Campaign Example (20 Points)
a. An example of a multi-faceted behavior change that your firm
has completed, including it’s original goals, how well the campaign met
those goals, and how success was determined.
f. Oral Interview (25 points)
Following the evaluation of the written proposals, all firms that have a statistical
chance of being the successful proposer will be interviewed by the committee to make the final
selection. The interview will consist of standard questions asked of each of the proposers. The
SFMTA reserves the right to not hold oral interviews and select a firm based on the written
proposal only.
6. Reference Checks
SFMTA may perform reference checks on the firms who are shortlisted
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V. Pre-proposal Conference and Contract award
A. Pre-Proposal Conference
Proposers are encouraged to attend a pre-proposal conference on November 15, 2015, at
11:00 am PDT to be held at North Beach Conference Rm, Third Floor, One South Van Ness, San
Francisco, Ca 94103. All questions will be addressed at this conference and any available new
information will be provided at that time. If you have further questions regarding the RFP, please
contact the individual designated in Section VI.B.
B. Contract Award
The SFMTA will select a proposer with whom the SFMTA staff shall commence contract
negotiations. The selection of any proposal shall not imply acceptance by the SFMTA of all
terms of the proposal, which may be subject to further negotiations and approvals before the City
may be legally bound thereby. If a satisfactory contract cannot be negotiated in a reasonable time,
then the SFMTA, in its sole discretion, may terminate negotiations with the highest ranked
proposer and begin contract negotiations with the next highest ranked proposer.
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VI. Terms and Conditions for Receipt of Proposals
A. Errors and Omissions in RFP
Proposers are responsible for reviewing all portions of this RFP. Proposers are to promptly
notify the SFMTA, in writing, if the proposer discovers any ambiguity, discrepancy, omission, or
other error in the RFP. Any such notification should be directed to SFMTA promptly after
discovery, but in no event later than five working days prior to the date for receipt of proposals.
Modifications and clarifications will be made by addenda as provided below.
B. Inquiries Regarding RFP
Inquiries regarding the RFP and all oral notifications of an intent to request written
modification or clarification of the RFP, must be directed to: