Project Information

Bid Title

Bikeshare Education and Marketing Campaign Program Services - Request for Proposals (RFP)

Issuing Agency

City/County Association of Governments of San Mateo County

Location

California

Published Date

Jan 14, 2026

Closing Date

Jan 30, 2026

Government Level

State & Local

Status

Closed

Original Source

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Bid Inquiries

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Bid Documents

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Project Description

Bikeshare Education and Marketing Campaign Program Services – Request for Proposals (RFP)

The City/County Association of Governments of San Mateo County (C/CAG) invites proposers to submit a proposal for Bikeshare Education and Marketing Campaign Program Services.

The Bay Area Bike Share Program expansion into Daly City is a joint-agency effort by the Metropolitan Transportation Commission, C/CAG, and Daly City. The program was expanded with a vision to provide residents and visitors, including low-income individuals, communities of color, persons with disabilities, and other historically marginalized communities, with an affordable, convenient, and sustainable transportation option that reduces vehicle miles travelled, connects communities to destinations across the County, and seamlessly integrates with transit.

In preparation for the initial launch of the Daly City Bike Share program, C/CAG had developed the C/CAG Bike & Scooter Share Marketing Plan & Branding Toolkit, which establishes a comprehensive framework for education, outreach, and marketing strategies designed to engage residents, workers, and visitors. C/CAG now seeks to implement the strategies identified in the Marketing Plan and to develop additional complementary outreach activities, as appropriate, to promote existing Bay Area Bike Share programs in San Mateo County. The scope of work will emphasize multilingual, equity-focused education, marketing, and program enrollment support.

A preliminary Scope of Work is included in the RFP (linked below) as Appendix A. The CCAG Bike & Scooter Share Marketing Plan & Branding Toolkit can be found in Appendix D.

Questions or requests for clarification regarding this RFP shall be submitted electronically prior to January 16, 2026, at 5:00pm to Matt Petrofsky at mpetrofsky@smcgov.org .

Proposals for this RFP shall be submitted electronically prior to January 30, 2026, at 5:00PM to Matt Petrofsky at mpetrofsky@smcgov.org .

• Bikeshare Education and Marketing Campaign Program Services Request for Proposals (RFP)
• Appendix B – Cost Proposal Template (excel version)
• Questions and answers related to this RFP

Attachment Preview

REQUEST FOR PROPOSALS

Bikeshare Education and Marketing Campaign Program Services

Issue Date: January 5, 2026

City/County Association of Governments of San Mateo County

555 County Center, 5th Floor, Redwood City, CA 94063

Closing Date/Time for Requests for Clarifications: January 16, 2026, 5:00 P.M.

Submissions are due prior to January 30, 2026, 5:00 P.M.

TABLE OF CONTENTS

1. Introduction ................................................................................ 2

1.1 Agency Description .......................................................... 2

1.2 Contract and Response Information ................................. 2

1.3 Preliminary Schedule ....................................................... 3

2. Minimum Qualifications of Personnel ....................................... 3

3. Project Description and Background.......................................... 3

3.1 Scope of Work, Period of Performance, and Budget...... 4

4. Proposal Requirements ................................................................ 4

4.1 General Conditions.......................................................... 4

4.2 Submittal Requirements .................................................. 5

4.3 Proposal Format .............................................................. 5

5. Proposal Evaluation ..................................................................... 8

5.1 Evaluation Process .......................................................... 8

5.2 Evaluation Criteria .......................................................... 8

Appendix A – Scope of Work ....................................................... 13

Appendix B – Cost Proposal Template ......................................... 17

Appendix C – Sample Agreement Template................................. 18

Appendix D – CCAG Bike and Scooter Share Marketing

Plan and Branding Toolkit .................................... 28

1. Introduction

1.1 Agency Description

The City/County Association of Governments of San Mateo County (C/CAG) was founded in 1990 as

a Joint Powers Authority, tasked with working on issues that affect the quality of life in San Mateo

County. C/CAG provides a collaborative forum for all jurisdictions in San Mateo County to pursue

our goals for a safe, equitable, and accessible multi-modal transportation network and an

environmentally sustainable, climate resilient future. C/CAG’s member agencies include the County

of San Mateo and the twenty cities and towns. The C/CAG’s Strategic Plan outlines ongoing

responsibilities across four key program areas – transportation; stormwater management; energy,

environment and climate; and land use and airport compatibility. The full Plan is available at

https://ccag.ca.gov/plansreportslibrary-2/strategic-plan-2024-2029/.

1.2 Contract and Response Information

Proposals submitted in response to this Request for Proposal (RFP) will be used as a basis for

selecting the Consultant for this project. The proposals will be evaluated and ranked according to the

criteria provided in Section 5, “Proposal Evaluation,” of this RFP.

The RFP documents for this project are available for download on the C/CAG website at

https://ccag.ca.gov/opportunities/rfpsrfqs/. Proposers are responsible for checking the website for any

Addenda to this RFP. Responses shall be submitted in accordance with the instructions set forth in the

RFP.

Interested firms must submit their Proposal by January 30, 2026, 5:00 P.M., in accordance with the

instructions contained in the RFP. Other key RFP dates are listed below under “Preliminary

Schedule”. Please submit the proposal to:

C/CAG Point of Contact:

Matt Petrofsky

Senior Program Specialist

E-mail: mpetrofsky@smcgov.org

Proposals received after the time and date specified above will be deemed nonresponsive to the

requirements of the RFP and will not be considered. The date and time of proposal receipt will be

recorded based on the email submission timestamp. C/CAG is not responsible for submissions delayed

for any reason.

This RFP is not a commitment or contract of any kind. C/CAG reserves the right to pursue any and/or

all ideas generated by this request. Costs for developing the proposals are entirely the responsibility of

the proposer and will not be reimbursed. C/CAG reserves the right to reject any and all proposals, waive

minor irregularities, request additional information, or revisions to offers, negotiate with any or all

proposers, and waive any requirements of this RFP when it determines that waiving a requirement is in

the best interest of C/CAG.

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1.3 Preliminary Schedule

Date

January 5, 2026

January 16, 2026 at 5:00 P.M

January 30, 2026 at 5:00 P.M.

February 26 and 27, 2026

March 12, 2026

March 23, 2025

Issue RFP

Description

Closing Date/Time for Requests for Clarifications

Response to RFP Due

Optional consultant interviews

C/CAG Board approval

Notice to Proceed and Project Kick-off

Any questions related to this RFP shall be submitted in writing to the attention of Matt Petrofsky via

email at mpetrofsky@smcgov.org. Questions shall be submitted before January 16, 2026, at 5:00 PM.

2. Minimum Qualifications of Personnel

Proposers must demonstrate that the firm or team submitting the proposal (“Proposer”) meets the

following Minimum Qualifications to be eligible for consideration for this project:

a) Proposer must have a minimum of three years of experience conducting community focused

outreach and education.

b) Proposer must have a minimum of three years of experience implementing multilingual, equity-

focused engagement strategies, including outreach to low-income residents, communities of

color, and transit-dependent populations.

3. Project Description and Background

As the Congestion Management Agency and County Transportation Agency for San Mateo County,

C/CAG, and its partnering agencies, strive to provide a safe, accessible, and comprehensive network

of bicycle and pedestrian facilities for a diverse population in San Mateo County. These facilities aim

to increase mobility and provide equitable levels of access to affordable and reliable transportation

options. In 2021 C/CAG released a Comprehensive Bicycle and Pedestrian Plan, in which

Micromobility was a recommended program. In December 2022, the C/CAG Board adopted the San

Mateo County Shared Micromobility Study and Implementation Plan, which recommended the

implementation of a multi-jurisdictional bikeshare pilot program. Bike and scooter-share refers to

bicycles, electric bicycles, or electric scooters that may be borrowed as part of a self-service rental

program. In May 2024, the Metropolitan Transportation Commission (MTC) in collaboration with

C/CAG, expanded the regional Bay Wheels bike share program into Daly City, its first foray into San

Mateo County. This program was expanded with a vision to provide an affordable, convenient, and

sustainable transportation option that reduces vehicle miles travelled, connects communities to

destinations across the County, and seamlessly integrates with transit. These services are intended to

be used by residents and visitors alike, including low-income individuals, communities of color,

persons with disabilities, and other historically marginalized communities. In October 2025, the

program expanded further, increasing the number of stations and vehicles available within Daly City.

A third expansion is planned for 2026.

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In preparation for the initial launch of the Daly City Bike Share program, C/CAG engaged a

consultant team consisting of Mariposa Planning Solutions, Emergent Labs, and the Silicon Valley

Bicycle Coalition. That team developed the C/CAG Bike & Scooter Share Marketing Plan &

Branding Toolkit, which establishes a comprehensive framework for education, outreach, and

marketing strategies designed to engage residents, workers, and visitors.

C/CAG now seeks to build on this foundational work by procuring Bikeshare Education and

Marketing Campaign Program Services. The purpose of this solicitation is to implement the strategies

identified in the Marketing Plan and to develop additional complementary outreach activities, as

appropriate, to promote existing Bay Area Bike Share programs in San Mateo County. The scope of

work will emphasize multilingual, equity-focused education, marketing, and program enrollment

support.

The firm selected as a result of this RFP will work under the direction of a C/CAG Senior Programs

Specialist, and will carry out the activities detailed in the Scope of Work, provided in Appendix A.

The CCAG Bike & Scooter Share Marketing Plan & Branding Toolkit can be found in Appendix D.

3.1 Scope of Work, Period of Performance, and Budget

a) Scope of Work

The scope of work for the project is provided in Appendix A, Scope of Work. The Proposer

selected to enter into a contract (“Consultant”) will be expected to perform all work and analysis

necessary to complete the scope of work.

b) Period of Performance

C/CAG expects the work to commence on or about March 2026, and to be completed no later

than March 2027. At C/CAG’s sole option, the contract may be extended for up to two (2)

additional years for work contemplated by Appendix A, Scope of Work.

c) Budget

There is $110,000 available to complete the scope of work as defined. The final budget will be

subject to the competitive RFP process.

4. Proposal Requirements

These guidelines are provided for standardizing the preparation and submission of responses by all

Proposers. The intent of these guidelines is to assist Proposers in preparation of their proposals, to

simplify the review process, and to help assure consistency in format and content.

4.1 General Conditions

By responding to this RFP, Proposers are deemed to accept and agree to these general guidelines. By

submitting a response to this RFP, Proposers acknowledges and accepts C/CAG’s rights as set forth in

this RFP, including those identified in these general conditions.

• Neither submission of a proposal nor C/CAG’s receipt of proposal materials confers any right to

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Commodity Codes

• NAICS 541611Administrative Management and General Management Consulting Services
• NAICS 541613Marketing Consulting Services
• NAICS 541810Advertising Agencies

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