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<br />eoat+tp °/ <br />e <br />6~O ~ °o <br />II ra 52 <br />as rA <br />s <br />°~~b Eeso~~o <br />RFP 5140 <br />Media Consultant for Land Transfer Tax Voter Information Effort <br />March 10, 2008 <br />BACKGROUND <br />Orange County is soliciting proposals from qualified media and communications consulting firms to design <br />and execute a voter education effort related to an advisory referendum on levying a land transfer tax that <br />has been placed on the May 6, 2008 ballot. <br />The Orange County Board of Commissioners made the decision on February 19, 2008 to hold this <br />referendum after considering local revenue options made available to North Carolina county governments in <br />2007 by the North Carolina General Assembly. Boards of County Commissioners were given the option of <br />placing a land transfer tax of up to .4 percent, a local option sales tax of .25 percent, or both on the ballot; or <br />of choosing none of these options. County Boards may implement one tax or the other, but not both, and <br />only if the voters approve the revenue option during an advisory referendum. <br />The Orange County Board of Commissioners have indicated their intention to use the proceeds from a land <br />transfer tax to address unfunded or underfunded school and park capital projects. <br />The work involved is explicitly intended to inform potential voters about the mechanics and implications of a <br />land transfer tax. It is explicitly not intended to advocate either for or against passage of the advisory <br />referendum. The goal is to provide accurate, factual information to the broadest possible number of Orange <br />County voters in acost-effective manner that will permit them to make an informed choice on May 6, <br />regardless of whether they vote "yes" or "no". <br />The Board of County Commissioners have appointed a focal Revenue Options Education Advisory <br />Committee comprised of 17 citizens representing various community constituencies to assist the Board and <br />staff in conducting the voter education effort. <br />SCOPE OF WORK <br />The firm will be responsible for designing and carrying out a detailed, timely, and thorough voter information <br />effort related to the land transfer tax. The work will be carried out during the period March 19 -May 6, 2008 <br />and will include regular coordination with the County Manager and/or her designated representative(s). <br />Work will be consistent with the elements of the information effort proposed by the consultant and approved <br />by the Orange County Board of Commissioners, within the overall project budget established by the Board <br />of Commissioners. <br />Responsibilities of the successful proposer will include, but not be limited to: <br />• coordinate a voter education program regarding the May 6 advisory referendum on the .4 percent <br />land transfer tax on behalf of the County <br />• select and/or advise the County on the different kinds of advertising and communication to use to <br />inform voters <br />• develop the concept and design of advertising, web design, and other communications materials <br />• produce, or arrange for the production of, advertising and other voter educational materials in a <br />