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AMENDMENT NO. 1 TO AGREEMENT FOR PROFESSIONAL SERVICES
This Amendment No. 1 to the Agreement for Transit Marketing Services, executed on March 20, 2019 is made on July 7 , 2026, by and between Moore & Associates, Inc., a California Corporation (“Contractor”) and the City of Santa Maria, a California Municipal Corporation and charter city (“City”), in Santa Maria, California, based on the following recitals:
1. The City of Santa Maria (“City”) and Moore & Associates, Inc. (“Contractor”) entered into an Agreement for Transit Marketing Services, executed on March 20, 2019 (“Agreement”), pursuant to which Contractor provides marketing, communications, and outreach services in support of Santa Maria Regional Transit (“SMRT”);
2. Section 4 of the Agreement e stablishes a Maximum Obligation schedule extending through Fiscal Year 2028/29, with an annual maximum of $115,000, reflecting the long -term nature of transit marketing and communications services;
3. Section 3 of the Agreement contains a reference to an eigh teen-month completion period that is inconsistent with the multi-year fiscal schedule in Section 4 and constitutes a clerical error arising from the use of standard boilerplate contract language; the City and Contractor desire to correct this inconsistency and to replace the original Scope of Work with an updated version reflecting the full range of services currently provided.
NOW, THEREFORE, IT IS AGREED:
1. Section 3 (Time Period) of the Agreement is hereby deleted in its entirety and replaced as follows: The Agreement shall remain in full force and effect through the end of Fiscal Year 2028/29 (June 30, 2029), unless terminated earlier in accordance with the provisions of the Agreement. All prior references to an eighteen-month completion period are superseded and rendered null and void;
2. The Scope of Work originally referenced in Section 2 of the Agreement is hereby deleted in its entirety and replaced by the Revised Scope of Work dated April 2026, attached hereto as Exhibit A and incorporated herein by this reference. All services performed by the Contractor shall be governed by the Revised Scope of Work;
3. The maximum annual obligation under the Agreement shall remain unchanged at $115,000 per fiscal year. All other terms and conditions of the Agreement not expressly modified herein shall remain in full force and effect.
4. All other terms of the Agreement remain unchanged
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IN WITNESS WHEREOF, this agreement is executed by the parties on the date first written above.
CONTRACTOR, Moore & Associates, Inc. CITY OF SANTA MARIA
___________________ ____________________ By: By: Brett Fulgoni
APPROVED AS TO FORM:
______________________
City Attorney
______________________
Risk Manager
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Atty. Rev. 2022
EXHIBIT A
SANTA MARIA REGIONAL TRANSIT (SMRT)
SCOPE OF WORK
Moore & Associates provides a range of marketing, communications, and outreach services to support the City of Santa Maria’s transit services (SMRT). As a public transit–focused consulting firm, our work is grounded in industry experience and a practical understanding of transit operations, with services delivered through an in-house team to support ridership, community awareness, and public information efforts.
Core Competencies
Development of visually compelling creative assets, including graphic design and branding; Strategic copywriting tailored to resonate with target audiences; Engagement and partnership -building with diverse and underserv ed communities, including provision of translation and interpretation services;
Coordination with trusted production partners, including printers, photographers, and videographers; Website design, copywriting, maintenance, and optimization; Social media strategy, content development, posting, and promotion; Technical and marketing copywriting, including reports and collateral materials; Public relations services, including media relations, crisis and emergency communications Market research services, incl uding customer, community, and stakeholder surveys conducted via online, mail, and in person;
Bilingual outreach staffing for community events and field engagement; Full-service video production, including concept development, scripting, casting, filming, editing, distribution, and promotion (live-action and animated);
Radio advertising and public service announcement (PSA) development, including scriptwriting, recording, and placement;
Media planning, buying, and placement across print and digital platforms; and Development of public television announcements, including design and copywriting.
Project Management and Coordination
Moore & Associates employs a structured and collaborative project management approach to ensure timely, efficient, and high -quality delivery of all services. A dedicated project manager will serve as the primary point of contact, coordinating closely with SMRT staff and stakeholders.
Services include:
Development of work plans, schedules, and deliverable timelines; Ongoing coordination with City staff and project partners; Regular status updates and progress reporting; and
Proactive identification and resolution of potential challenges.
Branding and Messaging Strategy
Moore & Associates develops cohesive branding and messaging platforms that clearly communicate SMRT’s value to the community. We ensure consistency across all communication channels while tailoring messaging to specific target audiences.
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Services include:
Brand positioning and message development;
Campaign theme and tagline creation;
Alignment of visual identity and tone across materials; and Reinforcement of SMRT’s mission, vision, and service benefits.
Public Relations
Moore & Associates implements strategic public relations programs designed to build tru st, enhance credibility, and strengthen relationships with key stakeholders and the broader community. Recognizing that public perception is shaped over time, we emphasize consistent, relevant, and transparent communication to support meaningful connection s between SMRT and the communities it serves.
Services include:
Development and distribution of media releases, feature articles, newsletters, and briefing materials aligned with SMRT’s brand and messaging;
Proactive media relations, including maintainin g distribution lists, coordinating interviews, and securing press opportunities to position SMRT as a trusted and authoritative source; and Community engagement initiatives, such as social media campaigns, speaker’s bureaus, event sponsorships, and participation in community events and tradeshows.
Community Outreach and Engagement
Moore & Associates conducts targeted outreach to engage riders, non-riders, and community stakeholders. Our approach prioritizes inclusivity and equity, ensuring outreach efforts effectively reach diverse and underserved populations.
Services include:
Planning and implementation of outreach campaigns and events; Staffing of community meetings, pop-ups, and local events; Partnerships with community-based organizations;
Bilingual and culturally responsive engagement strategies; and Development of accessible and multilingual materials.
System Information Materials
Moore & Associates develops and maintains all system information materials to ensure riders have access to clear, accurate, and user-friendly information. All materials are designed with a focus on clarity, accessibility, and ease of use to enhance the overall rider experience.
Services include:
Ride Guides, schedules, and route maps;
Website content and updates;
Service change materials and rider alerts; and
Printed and digital collateral supporting system navigation.
Market Research
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Moore & Associates conducts comprehensive market research to inform planning and marketing strategies. Our approach uses primary and secondary research to better understand rider behavior, community perceptions, and market opportunities.
Services include:
Design and implementati on of statistically valid surveys targeting riders, non -riders, and stakeholders using onboard, in -person (intercept), online, and telephone methodologies, achieving a minimum 95 percent confidence level with a ±5 percent margin of error;
Full-service research management, including survey design, sampling, data collection, data cleaning, and analysis using industry-standard tools;
Integration of primary and secondary data sources to provide a comprehensive understanding of market conditions and trends; and
Development of clear, actionable reports and presentations to support data-driven decision-making.
Digital Strategy and Analytics
Moore & Associates integrates digital strategy and performance tracking into all marketing efforts to ensure measurable results and continuous improvement.
Services include:
Website analytics and performance monitoring;
Social media analytics and engagement tracking;
Campaign performance evaluation; and
Data-driven optimization of marketing strategies.
Media Planning and Buying
Moore & Associates provides strategic media planning and buying services to ensure effective and efficient message delivery.
Services include:
Evaluation and selection of the most effective media channels based on target audiences, campaign goals, and budget considerations;
Negotiation of media rates, added value, and optimal ad placements to maximize reach and cost efficiency; Development and coordination of supporting creative assets that align with campaign messaging and brand standards; and
Placement and management of advertising across a diverse mix of media channels, including print, digital (Google Ads and display advertising), social media platforms, streaming audio (e.g., Spotify), out -of-home placements (such as billboards, transit adverti sing, and placements in reception areas, restaurants, and bars), and other emerging media opportunities.
Social Media
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Moore & Associates provides strategic social media management services to enhance visibility, strengthen community engagement, and ensure consistent, on-brand communication across platforms.
Services include:
Establishment and optimization of new social media accounts, including platform selection, profile setup, and branding alignment;
Content planning and development, including creation of content calendars and generation of engaging, relevant post ideas;
Ongoing account management, including posting, scheduling, and coordination of timely and campaign -specific content;
Administration support, including management of account access, permissions, and platform governance; and Monitoring and engagement, including responding to comments and messages, tracking performance, and identifying opportunities to improve reach and interaction.
Performance Measurement and Reporting
Moore & Associa tes establishes key performance indicators (KPIs) to evaluate the success of marketing and outreach efforts. We provide regular reporting to track progress and inform future strategies.
Services include:
Ridership trends and changes;
Campaign reach and engagement;
Website and social media analytics; and
Public awareness and perception metrics.
Crisis Communications and Issues Management
Moore & Associates provides strategic support for crisis communications and service -related issues. We assist in developing timely, accurate, and transparent messaging during service disruptions or emergencies.
Services include:
Rapid response communication strategies;
Media coordination and message development; and
Support for maintaining public trust during critical situations.
Accessibility and Compliance
Moore & Associates ensures all communications meet accessibility standards and are inclusive of all riders.
Services include:
ADA-compliant materials and digital content;
Use of plain language for clarity and comprehension;
Multilingual communications; and
Consideration of diverse rider needs in all outreach efforts.
Additional Marketing Services
In addition to the services outlined above, Moore & Associates remains flexible and responsive to emerging needs throughout the duration of the contract. We are prepared to provide additional marketing, public relations and communications support as required.
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As-Needed Transit Planning
Moore & Associates provides as -needed transit planning services to support efficien t operations, strategic growth, and responsive service delivery tailored to community needs.
Services include:
Operational analyses, including line-by-line and systemwide performance evaluations; Development of Short -Range and Long -Range Transit Plans, supported by needs assessments, market analysis, and demand forecasting;
Route design and service planning, including schedule development and run-cutting; Community outreach and engagement to inform planning efforts and ensure stakeholder input; Mobility management and transportation coordination planning; Grant preparation, application support, and administration; Facilities and capital improvement planning; and
Management, operational, and financial audits, as well as procurement support for transit service operations.