Link Bus Rapid Transit Creative Campaign Strategy & Concept Development

Description

City of Rochester, MN 201 4th Street SE Rochester, 55904 507-328-2000 www.rochestermn.gov REQUEST FOR QUALIFICATIONS Link Bus Rapid Transit Creative Campaign Strategy & Concept Development City of Rochester, Minnesota Issue Date: October 2, 2026 Responses Due: October 21, 2026 1. Opportunity The City of Rochester is seeking a creative marketing partner to help develop a compelling, memorable and sustainable creative campaign for Link Bus Rapid Transit (BRT) as Rochester prepares for the anticipated launch of service in August 2027. The City and its partners have developed an overarching marketing and public education framework that identifies campaign phases, priority audiences, education needs, communication channels and opportunities leading to opening. What we are looking for now is the creative idea that can bring that work to life. We are looking for a partner that can help us answer questions such as: • • • How do we make Link feel exciting, relevant and distinctly Rochester? How do we make people curious enough to learn more—and ultimately give Link a try? What is the memorable creative thread that can carry the campaign from “Link is coming” to “Link is here” and continue after launch? The City is interested in creative that is polished, fun, approachable, energetic and memorable while remaining flexible enough to support practical rider education, safety information and the wide variety of people Link will serve. This is not intended to be a traditional transit awareness campaign. We want a creative platform that people notice, remember and want to engage with. City of Rochester, MN Page 1 of 8 2. About Link Link is Rochester's new Bus Rapid Transit system and represents a significant investment in how people move through the community. Rochester Public Transit (RPT) will operate Link as part of the City's public transit system. This connection provides an opportunity to build on RPT's existing presence in the community while also establishing Link as a distinct, highly visible new transit experience. Campaign materials should help audiences understand both what is new and different about Link and how it fits within Rochester's broader transit network. Link will connect residents, employees, patients, visitors, businesses and destinations along one of Rochester's most active corridors.