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Each Proposer submits their Proposal with the understanding that the acceptance in writing by theAgency of the offer to furnish the services requested shall constitute a contract between the Proposersand the Agency, which shall bind the Proposers to furnish the services at the rates quoted, and inaccordance with conditions and requirements of the Agency. A formal contract and/or purchase orderwill be signed between the Agency and the successful Proposers.Each proposer submits their responses with the understanding that nothing in this solicitation shall beconstrued to require the Agency to award a contract.Waiver: Proposer must indicate that the company is prepared to enter into a contract with the Agency inaccordance with the terms and conditions set forth in this solicitation, any addenda, and proposedcontract. Proposal shall be valid for a minimum period of one hundred and twenty days (120) from thedate of the opening of proposals.1.8DISADVANTAGED BUSINESS ENTERPRISE (DBE)In connection with this project, the Agency has not currently established a specific goal forDisadvantaged Business Enterprise (DBE) participation. Proposers are required to make good faith effortto cooperate with Agency in meeting its commitments and goal of 6.00% and RTA in meeting itscommitments and goal of 2.00% for goods and services for the fiscal year 2018-2020. DBE participationis encouraged either in the capacity of the prime contractor or subcontractor. Proposers are required todocument their activities in the proposal and selection of any subcontractor(s) to ensure that theprocess is nondiscriminatory. To be considered a certified DBE the organization must be registered withthe Tennessee Uniform Certification Program (TNUCP). Utilize the following website for acomprehensive list of the certified RECT/Search.END SECTION IRFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 7 of 95

II.INSTRUCTIONS TO PROPOSERS2.1REQUESTS FOR CLARIFICATIONIf any person submitting a Proposal is in doubt as to the true meaning of any part of the Scope of Work,other Proposal documents, finds discrepancies in or omissions from the specifications; may submit tothe Procurement Department, a written request for an interpretation or correction, no later than, 9:00a.m. (CT), 5/24/2019. Only written requests will be accepted. E-mailed questions to the ProcurementDepartment are acceptable. The person submitting the request will be responsible for its promptdelivery and verification of delivery.The request must be fully supported with detailed information and reference to a section of theProposal, if applicable, to assist the Agency in determining whether the request is or is not valid. Anycorrections or changes to this Proposal will be distributed to recipients who submitted the “AddendaRequest” at the address provided. Verbal questions will not be answered, thus preventing an unfairadvantage to any Proposers.2.2DELIVERY OF PROPOSALSThe Proposers must submit (1) Original, (5) Additional Copies and (1) Electronic Copy (USB or Email) ofyour Proposal including ALL forms by 9:00 a.m., (CT), 6/5/2019 to the following address:Rachel Johnson, Project and Procurement AdministratorNashville MTA and RTA430 Myatt DriveNashville, TN 37115The sealed envelope, box, or appropriate package must be clearly marked with “PROPOSAL 2019893 –Website Re-Design” on the lower left side and “DO NOT OPEN WITH REGULAR MAIL.” The Agency willnot consider Proposals received after the deadline. All Proposals will be logged, by a Procurement Staffmember, with the date and time of receipt.Proposers are solely responsible for delivery of their Proposal on time. Proposers who rely on overnightdelivery services, local couriers, or other delivery services remain solely responsible for timely deliveryof the Proposal and assume all risk of late delivery or no delivery.**NOTE: RESPONSES WILL NOT BE OPENED PUBLICLY**2.3PRE-CONFERENCE MEETING (NON-MANDATORY)The Agency’s Procurement Department will not host a Pre-Conference meeting for this solicitation.2.4PROPOSAL WITHDRAWALProposers will be given permission to withdraw their Proposal after it has been delivered to the Agencyprovided Proposers makes their request by e-mail, on organizations letterhead, twenty-four (24) hoursRFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 8 of 95

prior to the Proposal due date and time. Requests pertaining to withdrawal by telephone or e-mail mustbe confirmed in writing by the Proposers and must reach the office of Rachel Johnson, not later thanone (1) hour prior to the time fixed for submission of Proposals. Proposals which are timely withdrawnshall be returned to the Proposers unopened, at Proposers expense.2.5UNACCEPTABLE PROPOSALThe Agency will not accept Proposals or award any contract to any person, firm or corporation that is inarrears or is in default to the Agency upon any debt or contract, has defaulted on surety or otherobligation or has failed to perform faithfully any previous contract for the Agency. The Agency reservesthe right to request sub-contractor changes to any contract.2.6REJECTION OR ACCEPTANCE OF PROPOSALThe Chief Executive Officer or designee reserves the right to accept or reject any or all or any part of anyProposals. Any Proposal which is incomplete, conditional, obscure, or which contains additions not calledfor, or irregularities of any kind, may be cause for rejection of the Proposal. If there is, a discrepancybetween the price written and the price listed in figures Agency acknowledge that the price written is thecorrect price.It is the intent of Agency, if he accepts any alternates, to accept them in the order in which they are listedin the Proposal Form. Determination of the Lower Proposers shall be on the basis of the sum of the BaseProposal on the alternates accepted. However, the Agency shall reserve the right to accept alternates inany order which does not affect determination of the Lower Proposers.The Agency reserves the right to cancel this Proposal in writing or postpone, or extend the date andtime for submitting Proposals at any time. The Agency reserves the right to reject any or all Proposals, towaive any or all informalities or irregularities in the Proposals received, to investigate the qualificationsand experience of any Proposers, to reject any provisions in any Proposal, to modify Proposal contents,to obtain new Proposals, to negotiate the requested services and contract terms with any Proposers.The Agency reserves the right to award the Proposal requested goods & services in full, in part and/or asingle item to one or more Proposers. The Agency will determine the most responsive Proposers whoseProposal is most advantageous.The submission of a Proposal shall constitute an acknowledgement that the Proposers has thoroughlyexamined and is familiar with the Proposal, including the Scope of Work, the addenda if any, and hasreviewed and inspected all applicable statutes, regulations, ordinances and resolutions dealing with orrelated to the services requested.Proposals must indicate that the firm is prepared to enter into a contract and/or purchase order withthe Agency in accordance with the terms and conditions set forth in this Proposal, any addenda, andproposed contract. Proposals shall be valid for a minimum period of one hundred and twenty days(120) from the proposed closing date for acceptance by the Agency.2.7PUBLIC RECORDS/CONFIDENTIALITYRFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 9 of 95

The Proposals received become the exclusive property of the Agency. When a contract award isapproved by the Agency, all Proposals submitted in response to this Proposal shall become a matter ofpublic record and shall be regarded as public records, with the exception of those elements of eachProposal that are marked as “TRADE SECRET,” “CONFIDENTIAL” or “PROPRIETARY.” If required by law orby an order of a court, the Agency may be required to disclose such records or portions thereof,including without limitation those so marked. Proposals that indiscriminately identify all or most of theProposal as exempt from disclosure without justification may be found to be technically unacceptable.2.8FORMS PROVIDEDProposers must submit their Proposals on the forms provided or copies thereof. The Proposer or anauthorized representative of the firm must sign the Proposal. Any erasures, corrections or other changesappearing on the Proposal form must be initialed and dated by the person signing the form.END SECTION IIRFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 10 of 95

III.SCOPE OF WORK, PROPOSAL FORMAT & GENERAL TERMS AND CONDITIONSA.SCOPE OF WORKCURRENT WEBSITE DETAILSThe current primary site, nashvillemta.org, was built in 1999 and has had three major layout/designchanges over the last 19 years. The last update in 2012 focused exclusively on a facelift to the public sidefor look and feel.The content management system (CMS) is pseudo-functional, but many site revisions must still be doneone-off, or by an HTML coder. The current site is set up with ASP language, which is dated and will needto be upgraded to ensure appropriate levels of security.The secondary website, m.nashvillemta.org, is the mobile version of nashvillemta.org and is complicatedby many of the same problems associated with the primary site.In total, the three primary sites consist of the following: The nashvillemta.org website consists of more than 180 page files. Of these page files, 19 areonline forms. The m.nashvillemta.org mobile website consists of more than 50 page files and uses one form. The rtarelaxandride.com website consists of more than 100 page files. Of these page files, threeare online forms.Tertiary sites and additional domain names that point to the main site through the use of DNSforwarding include: Rtarelaxandride.com rtarelaxandride.org musiccitystar.org bus.info.nashvillemta.org secure.nashvillemta.org trip.nashvillemta.org transitdata.nashvillemta.org ride.nashvillemta.org accessride.nashvillemta.org nmotion.info vanstar.com nashconnector.org quickticketTN.comEach of these primary and related support sites must be integrated into a single site with the domainWeGoTransit.com as part of this site redesign.OBJECTIVES1. Conduct an assessment of organizational needs and stakeholder input to develop a website thataccommodates institutional(s) needs and streamlines functionality.2. Provide a creative, intuitive, and user-friendly experience for WeGo customers across varieddevices.3. Provide easy and efficient access to top tasks.RFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 11 of 95

4. Reduce customer service and transaction costs by providing self-service tools for customers andinformation seekers5. Simplify wayfinding and fare-purchasing process through new visual elements, maps or possiblenew technologies6. Provide effective, compelling communications for breaking news, real-time alerts andpromotional programsASSESSMENT OF INSTITUTIONAL NEEDSWhile the new site will serve primarily to inform and educate regional residents and stakeholders ofpublic transit services, activities, and programs, the site also serves specific departmental function suchas paratransit eligibility certification, employment offerings, developer data portal, and current opensolicitations for bid. In addition to these specific departmental function, departments such as CustomerCare use customer-facing trip planning tools and other information resources to assist customers.This needs assessment should be the initial task before design and development is started. Departmentsto be engaged should include but not be limited to: Human Resources, Procurement, Customer Care, IT,ADA, and Planning and Grants.The successful vendor will engage each of these stakeholder departments to determine their needs toidentify optimal solutions to their specific activities. Because these groups are not the intended primaryusers, the successful vendor will need to quarantine these activities so as not to distract from the targetaudience experience.TARGET AUDIENCEThe primary audience for the website is customers. To accommodate prospective customers, whetherthey live in Middle Tennessee or are just visiting, a customer will be a defined as one who uses theservices at least a few times a year. This audience definition elevates a call to action structure that isintuitive to the less familiar, with more sophisticated user information later in the navigation process.To external parties who frequent our website for procurement and other business or informationrelated content, these parties should be quarantined in a manner appropriate for the uniqueness of theinformation they seek. The exception to these other functions is employment opportunities. Visitorsshould be drawn to the unique aspects of employment.BRAND GUIDELINESThese will be provided upon award of contract.BRAND VALUES AND BELIEFSThese will be provided upon award of contract.WEBSITE DESIGN AND DEVELOPMENT GUIDELINESThe successful vendor will design a singular point of entry that adheres to the following parameters andbest practices of website design and development at a minimum.1. Support multiple languages using translator capabilities.2. Serve our ADA community by using best practices in design, page development, and navigationfor persons with disabilities.RFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 12 of 95

3. Adheres to brand guidelines, values, beliefs and resonates with our target audience.4. Use margins and padding to increase space between images, copy, and other elements to allowfor appropriate amounts of negative space so as not to overwhelm visitors and forcing them tonavigate away from the information they are seeking.5. Manage the number of choices offered by using a call to action approach (CTA). Instead ofpresenting multiple options and overwhelming site visitors, encourage them to make a decisionand improve our conversion rate.6. Optimize site speed to fall within industry standards or better.7. Apply the rule of thirds when designing the site to maximize exposure to important content inline with where the eye naturally drifts when looking at a scene. Must ensure the rest of thedesign works well around these elements.8. Ensure optimal use of breadcrumbs to maximize intuitiveness and navigation.9. Use color and contrast to accentuate elements of the site and help with navigation andinformation access.10. Use animation and popups only to enhance experience, draw attention to CTAs, or improveinformation access.11. Heavily feature photography of individuals interacting with our assets. These images shouldfollow our brand guidelines.12. Elements should leverage existing market understanding for website utility. For example, “Addto Cart” as standard language for e-commerce. Moreover, elements should be used consistentlythroughout the site and group similarly across pages.13. Consider search engine optimization (SEO) and paid search optimization. Consider including onpage SEO tags and elements.14. Avoid sliders or carousels.15. Optimize for Google analytics and other website visitor capture software to maximize datainsights on the backend.16. Create an engaging and mobile-friendly design that our audience can access readily andintuitively.17. Provide a content management system enabled to allow optimal flexibility and efficiency. Itmust be intuitive and not require website management experience or programming.18. Include an email capture form synced with the email marketing system for seamless access andconnection.19. Integrate all relevant social media platforms within the design. Allowing users to quickly accesssocial media pages from the website instantly broadening our brand’s reach and help increasevisibility and traffic.20. Include strong fundamental security and privacy protocols, such as basic security checks, toprotect client and user data.21. Consider the possibility of progressive web apps, including various features into the design suchas splash screens, push notifications, and animated page transitions to elevate overall userexperience.TECHNICAL REQUIREMENTS1. Site design should be compatible with the following browsers: Internet Explorer (8 and above),Firefox, Opera, Chrome, Safari.2. Site pages need to load within two seconds.3. Support large file formats up to and exceeding 1 GB.4. Scalable, responsive, and adaptive screen resolution should provide optimum desktop viewingat 1280 x 1024.5. Integration and enhanced use of existing WeGo community engagement tools (social media).RFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 13 of 95

6. Mobile first strategy with auto-detection capabilities for smartphones, tablets, geo-locationservices, etc.7. Proposer will need to provide a detailed list of all hardware and software requirements for bothon-site and hosted environments. Deployment will be determined during the best and finalproposal.8. Wireframes should be provided for design concepts, followed by jpeg (or equivalent) mockups.9. Google Analytics and AdSense integration with all WeGoTransit.com web properties is required.PROJECT DELIVERABLESVendor must deliver a newly redesigned website that improves existing website features, usability, andcontent presentation. This includes:1. Stakeholder needs assessment review and report.2. Wireframes/jpegs for home page and interior pages.3. Information architecture document that defines taxonomies used to categorize content, as wellas menus and other collections that support the content organization.4. Functional requirements document that defines the page templates and wireframes that will beused to create the site.5. Custom graphic elements needed to enhance or augment web page presentation (icons, bullets,and other graphic images).6. Implementation guide that outlines how the site will be built and presents the overallarchitectural design; this document will guide developers in the implementation of the site.7. Integrated search engine solution with the ability to search, curate, and rank results frommultiple domains and sub-domains (currently using Google Search Appliance).8. SEO recommendations for content, page structure, and information architecture.9. Assistance with ensuring all microsites include new branding and designs (Headers, graphics,navigation, etc.); Goal is for the end-user to have a seamless experience no matter where theyare within WeGo web properties.10. A comprehensive timeline and project schedule for completion of the project, highlightingcritical points in the process.PROJECT TIMELINESchedule should accommodate a launch date of the new site no later than June 30, 2020. As part of thissolicitation, each vendor should submit a project timeline for each of the following tasks meeting orexceeding this anticipated timeframe: Stakeholder interviews Submission of site outline Submission of three design concepts Approval of design concepts Allowance for revisions Development Testing Final Approval Staff training (if necessary) Launching Close projectRFP No. 2019893 – Website Re-designNashville MTA ǀ RTAOpen: May 10, 2019 – June 5, 2019Page 14 of 95

B.PROPOSAL FORMATProposers shall include all of the items listed below in the order shown, in their Proposals. Each

REQUEST FOR PROPOSAL (RFP) 2019893 Website Re-Design . Date Issued: Friday, May 10, 2019. Proposal Due: Wednesday, June 5, 2019 @ 9:00 a.m. CT . FACILITATOR: . WEBSITE REDESIGN SERVICES-. Refer to Section III of this Proposal for an expanded description of the Scope. The Agency shall enter into a .