MILWAUKEE TRANSPORT SERVICES, INC. Tuesday, October 20, 2015 MM ADVERTISING AGENCY SERVICES OCTOBER 28, 2:00 PM CST

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1 MILWAUKEE TRANSPORT SERVICES, INC. Tuesday, October 20, 2015 ADDENDUM NO: 4 RFP NO: OPENING DATE: MM ADVERTISING AGENCY SERVICES OCTOBER 28, 2:00 PM CST NEW OPENING DATE: WEDNESDAY, NOVEMBER 18, 2:00PM,CST PLEASE NOTE THE FOLLOWING ADDITIONS: ATTACHED: QUESTIONS & RESPONSES ATTACHED: ATTACHMENTS A & B RFP NO: MM Please sign and return with your response. We acknowledge receipt of Addendum No. 4 Firm Name Signature Date

2 1 ADVERTISING SERVICES RFP MM QUESTIONS & RESPONSES 1. RE: RECENT AUDITED FINANCIAL STATEMENT REQUIREMENT: The Advertising RFP MM requests the most recent AUDITED financial statement. If you do not have this, then submit a review, compilation or internal financials in its place. Alternative documents should include the Income Statements and Balance Sheets for the last two years. 2. RE: RECENT AUDITED FINANCIAL STATEMENT, ETC., APPLIED TO PRIME OR DBE: ANSWER: Requirement for a recent Audited Financial Statement or replacement as stated in #1 above, is required from the Prime Contractors only. 3. RE: BUDGET INFORMATION REQUESTS: Regarding the requests for The Advertising Services RFP MM budget information: MTS does not release budget information. 4. QUESTION: Please clarify whether you are requiring AUDITED or UNAUDITED financial statements. The RFP currently states both, which is confusing. ANSWER: See #1. 5. QUESTION: What is the approximate marketing/advertising budget associated with this RFP? ANSWER: See #3. 6. QUESTION: If awarded the contract, what would be the standard communication method with Milwaukee Transport Services, i.e. phone, mail, , face-to-face or combination? ANSWER: Most of the communications would take place via phone and , with some inperson meetings. 7. QUESTION: Is there any other opportunity to ask any questions if we find we need a clarification when completing all of the paperwork for our proposal? ANSWER: No, the vendor question submittal deadline was October 2, 2015, 2:00 PM, CST as stated on p.6 of the Advertising Services RFP MM QUESTION: The RFP asks for our most recent unaudited statement, however the Addendum #1 requests the most recent audited statement. Which is correct? Many agencies may not have a recent audited statement available. ANSWER: See #1.

3 2 9. QUESTION: On the proposal price sheet, page 10 of 20, Item 10 Account Manager Daily, just a clarification regarding the Daily. All services say Per Hour at the end but Account Manager says Daily in the heading and Per Hour at the end of the line. We still just put per hour on this like all of the others, correct? ANSWER: Yes, the answer should be Per Hour. 10. QUESTION: Approximately how much advance notice will agencies be given that are selected to come in and present? ANSWER: We do not know at this time. 11. QUESTION: Do you have a targeted presentation date set? If so, can you please share it for scheduling purposes? ANSWER: We do not know at this time. 12. QUESTION: Who is the incumbent agency and DBE? ANSWER: Versant. 13. QUESTION: Where are you with the current contract - end of 3, 4 or 5 years? ANSWER: MTS is currently in year five (5), of a five (5) year contract with the incumbent. 14. QUESTION RE: Technical Response Questions- Section C Question 9: a. QUESTION: Is it the goal to change platforms? ANSWER: Not necessarily; however, MCTS aims to have a website that can meet the needs of modern users. If another platform can provide that service better than the current platform, it s worth exploring. b. QUESTION: Is a full redesign something to be considered? ANSWER: MCTS is always looking to provide the best and easiest service for its customers. If a redesigned website will help do that, it will be considered. c. QUESTION: Could you describe your current hosting environment setup and if you're looking to stay on a similar setup? ANSWER: The website itself: Windows Server 2008 R2 Enterprise Quad-Core Dual-processor AMD Opteron 2.29GHz Virtual host running IIS 7.5 w/2gb RAM The database server: Windows Server 2008 R2 Enterprise Quad-Core Quad-processor AMD Opteron 3.0GHz Virtual host running SQL Server 2012 w/8gb RAM

4 3 Looking to Stay on Similar Setup: No Response. QUESTION: What is the Size of the site (files and databases)? ANSWER: Website: The website directory contains about 700Mb of files Server: The MCTS database is about 700mb d. QUESTION: What is the Monthly bandwidth usage? ANSWER: Website: The website Bandwidth use runs GB/month Server: An estimated 40-50GB/month for MCTS data 15. QUESTIONS RE: DBE Goal: a. QUESTION: With the project having a DBE goal of 17%, does this number reflect 17% of the ENTIRE budget (including media billings) or would this reflect 17% of agency billings only? ANSWER: For all questions regarding DBE goals and processes please call the DBE office and/or refer to the DBE information provided in the Advertising Services RFP MM b. QUESTION: Does a specific DBE need to be identified with proposal submission on October 28 th or does signing the Commitment to Contract with DBE Firms suffice? ANSWER: Yes a DBE firm does need to be identified with the proposal. Call the DBE office and/or refer to the DBE information provided in the Advertising Services RFP MM for further information. 16. QUESTIONS RE: Instructions for proposal submittal: a. QUESTION: Question 4: Most recent Unaudited Financial Statement (according to the addendum discussed during the pre-proposal meeting). Our current bank does not require audited statements, however our current banker reviews our financials monthly along with and an outside CPA. Is it possible to obtain a letter from either or both of these individuals to comply with this request instead of an audited statement? ANSWER: See # QUESTIONS RE: Scope: a. QUESTION: 1.2e: Expand awareness and public support of the Milwaukee County Transit System and its services. Is a benchmark study available to establish current awareness? ANSWER: MCTS is not aware of any recent studies done on public awareness.

5 4 b. QUESTION: Can you please provide us with a numeric objective you are looking to achieve? Increase by 10%, for example. ANSWER: The chosen agency will work with MCTS to help establish realistic goals and benchmarks. c. QUESTION: Increase ridership or use of its service by providing specific information to current and potential riders. Specific information about routes, fare, etc. is available at RideMCTS.com. Can you please provide us with a numeric objective you are looking to achieve? Increase by 10%, for example. ANSWER: The chosen agency will work with MCTS to help establish realistic goals and benchmarks. d. QUESTION: Are you currently looking to expand ridership within certain areas of the county or with certain demographics? ANSWER: MCTS serves a diverse population and service area. The chosen agency will work with MCTS to see what, if any, specific demographics should be targeted. 18 QUESTIONS RE: Requirements a. QUESTION: 2.1d: Public relations is not defined as a requirements for full service inhouse capabilities, but is recognized as a capability later in the RFP. Please explain if the agency will be responsible for any ongoing public relations or crisis communications. ANSWER: The chosen agency should have the ability and knowledge to assist MCTS in public relations efforts; however, that is a function that is currently handled in house. a. QUESTION: 2.1d: Please provide definition around Principal Officer. Are you looking for this representative to be a current owner or partner within the firm, or simply a department lead? ANSWER: Each agency may define that role differently. For purposes of this RFP, MCTS is interested in who would lead the account service team (RFP Page 17 Sub B (3) If your agency was chosen to represent MCTS, who among your principal officers/senior management staff members would you assign primary responsibility to lead the account service team?) 19 QUESTIONS RE: Technical Response Questionnaire Billings & Accounts a. QUESTION: A: Please explain your definition of media. The question asks to break down 2014 billings by media. Should this include media placements and ALL agency costs? Or just simply media placements? ANSWER: Media should be defined as media placements outside of other agency costs.

6 5 b. QUESTION: Question 11 & 12: Please define production billings. Should the $350,000 and $850,000 figures include media, commission and ALL agency billings? ANSWER: It should not include commission. 20. QUESTIONS RE: Personnel a. QUESTION: Question 4: Please define the MCTS team and their role in the approval process. Can you please explain your approval process? ANSWER: The approval process is a collaborative effort between MCTS and the agency. The process could vary slightly depending on the project, but for the most part the Marketing Director would have final sign-off. 21. QUESTIONS RE: Advertising Experiences, Service and Philosophy a. QUESTION: Question 2: Do you advertise through social media? How many social profiles or channels do you maintain? Are there different tangents of the main profiles outside of Facebook and Twitter? What is the reach of your Facebook content? ANSWER: We have done some social media advertising. MCTS currently has a Facebook and Twitter account that is managed daily and a YouTube account that has some videos. Facebook reach no response given. b. QUESTION: Question 3: Please explain web training. Are you specifically looking for assistance with training in social media, or are you looking for training in other digital systems such as CMS (content management system) platforms? ANSWER: MCTS is interested in seeing what sort of services and expertise agencies have and can provide. c. QUESTION: Question 3: Are you looking for assistance with maintaining customer service via your social channels? ANSWER: No d. QUESTION: Question 9. Are you actively looking to move the site to a new platform, if so, what platform? ANSWER: MCTS aims to have a website that can meet the needs of modern users. If another platform can provide that service better than the current platform, it s worth exploring.

7 6 e. QUESTION: Question 10. What metrics do you currently have available for each of these platforms? ANSWER: No response. f. QUESTION: Question 12. Can you please provide us with rider demographics for the purpose of this RFP? ANSWER: See attachment A: MCTS Ridership Profile. 22. QUESTIONS RE: General Directions for Submitting Proposals a. QUESTION: FTA Required Third-Party Contract Causes Pages 18 34: Do these questions pertain to the advertising services requested in this RFP? ANSWER: Yes. Unless the clause is construction related this is not a construction project.

8 ADVERTISING SERVICES RFP MM ATTACHMENT A: PLEASE VIEW: MCTS RIDERSHIP PROFILE. 2. ATTACHMENT B: PLEASE VIEW: VENDOR REFERENCES. YOU MUST PROVIDE ATTACHMENT B / VENDOR REFERENCES WITH RFP SUBMITTAL: PROVIDE 3 VENDOR REFERENCES. Utilize attachment B to provide vendor references, and return with your submittal of THE ADVERTISING SERVICES RFP MM PROPOSAL.

9 MCTS Ridership Profile Gender Household Income 58% Female 30.00% Less than $14,000 42% Male 11.00% $14,001 - $18, % $18,001 - $21,000 Age 6.00% $21,001 - $24, % 18 to % $24,001 - $28, % 25 to % $28,001 - $32, % 35 to % $32,001 - $36, % 45 to % 36,001 or more 19.00% 55 to % Don t know/refused 14.00% 65 < 50.00% Refuse Alternative Transportation Availability 48% are % Rarely have choices 24.00% Some choices Ethnicity 17.00% Choices half the time 36.00% White 16.00% Choices most of time 49.00% Black 23.00% Always have choices 6.00% Hispanic 3.00% Not sure 7.00% Other 2.00% Refuse Primary Reason to Ride 42.00% Work Education 16.00% Recreational 1.00% Grade school or less 10.00% Shopping 14.00% Some high school 17.00% Medical 34.00% High school 10.00% School 2.00% Some tech 5.00% Others 7.00% Tech degree 23.00% Some college Years Riding the Bus 13.00% College degree 50.00% 15 years or more 6.00% Post grad 10.00% years 0.00% Refuse 11.00% 6-9 years 51% Have more than high school degree 14.00% 3-5 years 15.00% 2 years or less Employment 36.00% Employed full-time How Fare is Paid 35.00% Not employed 36.00% Pay cash 16.00% Part-time 2.00% Monthly pass 12.00% Student 4.00% Weekly pass 1.00% Refuse 13.00% Full fare tickets 52% Employed 5.00% Half fare tickets 7.00% U-PASS 24.00% MCTS MCARD 2.00% CVP 4.00% Go Pass 2.00% Freedom Pass 1.00% Other *Info from April 2015 Phone Survery of 400 Milwauke County bus riders.

10 ATTACHMENT B VENDOR REFERENCES Vendor Reference Check Form 1.Vendor: Date: Reference Notes Contact Name Contact Phone Contact Position Vendor Performance Overall: Anything you would like the Vendor to do differently: Is the Vendor responsive to concerns: Would you recommend them: Do you think the Vendor provides a value to your company:

11 ATTACHMENT B VENDOR REFERENCES Vendor Reference Check Form 1.Vendor: Date: Reference Notes Contact Name Contact Phone Contact Position Vendor Performance Overall: Anything you would like the Vendor to do differently: Is the Vendor responsive to concerns: Would you recommend them: Do you think the Vendor provides a value to your company:

12 ATTACHMENT B VENDOR REFERENCES Vendor Reference Check Form 1.Vendor: Date: Reference Notes Contact Name Contact Phone Contact Position Vendor Performance Overall: Anything you would like the Vendor to do differently: Is the Vendor responsive to concerns: Would you recommend them: Do you think the Vendor provides a value to your company: