RFP #26-06 ? Advertising Consulting Services

Request for Proposals
#26-06
Advertising Consulting Services
For The
Monterey-Salinas Transit District
RFP #26-06 SCHEDULE
Issue Date: Monday, April 20, 2026
Question Submission Deadline: Monday, May 4, 2026 by 12:00 PM
Deadline to Submit Proposals: Monday, June 1, 2026 by 2:00 PM
Monterey-Salinas Transit
19 Upper Ragsdale Drive, Suite 200
Monterey, CA 93940

Request for Proposals For
Advertising Consulting Services
for the
Monterey-Salinas Transit District
Monterey-Salinas Transit District (MST) invites qualified firms/individuals to submit a
proposal detailing qualifications and costs for providing advertising consulting services. The
firm/individual selected will perform advertising consulting services on behalf of MST as
detailed in the Scope of Work herein.
The consultant selected will enter into a contract with MST effective on November 1,
2026, and shall remain in effect for a period of three (3) years. MST shall have the option
to extend the contract for two (2) additional one (1) year option terms.
Proposals must be received by MST NO LATER THAN 2:00 PM, Pacific Time on
Monday, June 1, 2026. Any submissions received past this deadline will be considered
non-responsive and will not be accepted. Proposals must be submitted through Monterey-
Salinas Transit's Bonfire eProcurement portal. If you are not already registered, please
do so at www.mst.org/procurement and select "Become a Vendor."
If you have any questions regarding this solicitation, please submit them via MST's Bonfire Portal
no later than 12:00 PM on Monday, May 4, 2026. An addendum to this RFP will be issued
answering any questions received by the deadline.
It is the responsibility of the proposing firms to check MST's eProcurement Portal for any
addenda that may be issued relative to this solicitation. Proposers that accessed any of the
solicitation documents for this solicitation will be notified of the issuance of any addenda.
In order to allow for an adequate evaluation, MST requires an offer in response to this
solicitation to be valid and irrevocable for one hundred and twenty (120) days after the proposal
due date and time. All proposers will be notified of contract award, if award is made.
If you have any questions related to the procurement process, please contact:
Monterey-Salinas Transit
19 Upper Ragsdale Drive, Suite 200
Monterey, CA 93940
Attention: Steven Bruno, Purchasing Agent
Phone: 831-264-5884
Email: sbruno@mst.org

History and Overview of MST
The Monterey-Salinas Transit District (MST) was created by state law AB644 and
formed on July 1, 2010. The District succeeds the Monterey-Salinas Transit Joint Powers
Agency formed in 1981 when the City of Salinas joined the Monterey Peninsula Transit
Joint Powers Agency which was formed in 1972.
Current members of the district are the Cities of Carmel, Del Rey Oaks, Gonzales,
Greenfield, King City, Marina, Monterey, Pacific Grove, Salinas, Sand City, Seaside,
Soledad, and the County of Monterey. A board of directors with a representative from
each member jurisdiction governs the agency and appoints the general manager.
MST serves a 159-square-mile area of Monterey County, Northern San Luis Obispo,
Southern Santa Cruz, and Southern Santa Clara Counties. MST's 37 routes serve an
estimated 437,325 within 34 mile of a bus stop in Monterey County.
For more information about MST, log onto http://www.mst.org/.
SCOPE OF SERVICES
Objective: To increase advertising revenue of Advertising on the Go/Shelters and develop other
advertising streams of revenue. Maintain existing and actively search for and generate new
business accounts. Identify public and private partnership opportunities to advertise MST
services and activities.
Tasks:
1. Advertising on the Go/Shelters: Aggressively seek new business accounts. Promote
existing accounts. Seek out non-traditional revenue streams. Facilitate the installation
and documentation of ads as they are placed on buses and in shelters.
2. Other advertising revenue streams: Develop new and creative forms of MST advertising
opportunities, including but not limited to the following:
o Tickets/Passes/Transfers
o Transit Stations/Centers/Exchanges
o Bus Stop Beautification Program
o Visitor-oriented services (i.e., Carmel Valley Grapevine Express, MST Trolley,
etc.)
o Bus Wraps
3. Promote MST to existing and new clients with "added value" elements and incentives.
4. Propose innovative technologies MST can consider adopting to increase advertising reach
and revenue, such as advertising on electric signs aboard buses and electric kiosks at
transit centers and high ridership stops as the technology becomes available.

5. Submit a report by the 15th of every month documenting the previous month's activities,
contracts signed, revenues received, and other relevant data as requested by MST.
6. Advise MST on revisions to Advertising on the Go/Shelters with regards to rates,
policies, procedures, and packaging, and recommend changes as needed to the program.
This includes researching and comparing MST's current rates to market rates to
determine potential changes.
ATTACHMENTS
The following attachments are hereby made part of this Request for Proposals (RFP) #26-06:
Appendix A - Sample Contract
Appendix B - Required Forms
SUBMITTAL REQUIREMENTS
Each proposal must include all completed forms from Appendix B as well as the following
information. This information should be confined to no more than 20 Pages, excluding resumes
of staff members and required forms. Please submit One (1) electronic version of your proposal.
1. Firm name, business address, telephone and fax numbers, e-mail address.
2. Date of establishment of business.
3. Type of organization (individual, partnership, or corporation).
4. Description of firm's experience with local government agencies,
especially transit agencies, if any.
5. Description of firm's experience with other clients.
6. List of current clients and contact information.
7. Names of individuals who would be directly engaged in the performance of work under
this solicitation. For each of the individuals please submit:
a. Number of years related experience.
b. List of references and contact information.
c. Brief description of work performed for these references or relationship to these
references.
8. Describe any areas of specialty that your firm has (such as type of client and/or subject
matter and/or other).
9. Include your general approach on how to best serve MST and how you propose to meet
MST's needs. Please be sure to describe your familiarity with MST's service area/market
for these services.
10. Please outline your cost for the described services using the Cost Proposal Form in
Appendix B. Do not include your cost proposal in the same document as your technical
proposal. This must be uploaded separately to the Cost Proposal section of the
procurement submittals in Bonfire.

EVALUATION AND SELECTION PROCEDURE
The Evaluation Committee will review all proposals. Those firms determined to meet MST
objectives may be invited to an oral interview, if deemed appropriate. Staff will recommend a
firm for contract award and a contract will be awarded pending approval of the Monterey-
Salinas Transit District Board of Directors.
The selection will be made of the firm or person whose proposal is most responsive to the
Request for Proposals (RFP) and offers the best advantage to MST.
As part of the selection process, consultants may be requested to provide information concerning
client representation for evaluation by MST. If, at the discretion of MST, a conflict of interest,
real or apparent, exists or may exist, then MST reserves the right not to select a consultant to
perform the services herein, regardless of the qualifications of that consultant or the ranking of
the consultant as provided below.
The following criteria will be used to evaluate proposals:
1. Qualifications of the Firm: Technical experience in performing work of a closely
similar nature; experience working with transportation organizations or other public
agencies; record of completing work on schedule; strength and stability of the firm;
technical experience and strength and stability of proposed sub-consultants, if any; and
assessments by client references. (20 points)
2. Staffing and Project Organization: Qualifications of project staff, particularly key
personnel, especially the project manager; key personnel's level of involvement in
performing related work; logic of project organization; adequacy of labor commitment;
concurrence in the restrictions on changes in key personnel. (20 points)
3. Demonstrated understanding of the project requirements and potential problem
areas; project approach, work plan, and quality assurance program. (25 points)
4. Demonstrated familiarity with MST's service area and market for the services described
herein. (10 points)
5. Cost and Price: Reasonableness of the total price and competitiveness of this
amount with other offers received. Consultants are asked to submit a cost proposal
separate from their technical proposal that accurately reflects their costs in performing
the services discussed in the scope of work. (25 points)
RIGHTS OF MST
This RFP does not commit MST to enter into a Contract, nor does it obligate MST to pay for
any costs incurred in preparation and submission of proposals or in anticipation of a contract.

MST may investigate the qualifications of any Proposer under consideration, require confirmation
of information furnished by the Proposer, and require additional evidence or qualifications to
perform the Services described in this RFP.
MST reserves the right to:
1. Reject any or all proposals.
2. Cancel this solicitation at any time for any reason at MST's sole discretion. MST is
not responsible for cost of proposal preparation.
3. Issue subsequent Requests for Proposal.
4. Postpone opening for its own convenience.
5. Remedy technical errors in the Request for Proposal process.
6. Approve or disapprove the use of particular sub-consultants.
7. Negotiate with any, all, or none of the Proposers.
8. Solicit best and final offers from all or some of the Proposers.
9. Award a contract to one or more Proposers.
10. Accept other than the lowest offer.
11. Waive informalities and irregularities in proposals.
The proposals received become the exclusive property of MONTEREY-SALINAS TRANSIT
DISTRICT. At such time as a contract award is made by MST, all proposals submitted in
response to this RFP shall become a matter of public record and shall be regarded as public
records, with the exception of those elements of each proposal which are trade secrets as the term
is defined in California Government Code 6254.7 and which are so marked as "TRADE
SECRET," "CONFIDENTIAL," OR "PROPRIETARY." MONTEREY-SALINAS TRANSIT
DISTRICT shall not in any way be liable or responsible for the disclosure of any such records or
portions thereof, including, without limitation, those so marked if disclosure is deemed required
by law or by an order of a court. Proposals that indiscriminately identify all or most of the
proposal as exempt from disclosure without justification may be found technically unacceptable.