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The Massachusetts Bay Transportation Authority wants a firm to develop and execute a marketing communications plan to engage customers and stakeholders, as well as supporting MBTA’s brand development and initiatives.
The oldest public transit system in the US provides subway, bus and ferry service in Boston and connections to surrounding cities such as Revere, Quincy and Newton.
The selected partner will provide research and analysis to assess the profile and perception of the MBTA among passengers, foreign language speakers, advocacy groups, businesses, members of the financial community, government agencies and transportation organizations, according to the RFP.
It will recommend the marketing mix and most effective reach and frequency plan for outreach tactics: advertising, advertorials, earned media, events, sponsorships, speaking opportunities and partnership activities.
MBTA plans to issue a three-year contract with options for two one-year extensions.
Proposals are due April 17. Responses go to the COMMBUYS portal.
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