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SERVICE PROVIDER AGREEMENT
This SERVICE PROVIDER AGREEMENT (“Agreement”) is entered into this day of September 2026 (“Effective Date”), by and between the CITY OF ALAMEDA, a municipal corporation (“the City”), and ACTION RESEARCH, a California S-Corporation, whose address is 3630 OCEAN RANCH BOULEVARD, OCEANSIDE, CALIFORNIA 92056 (“Provider” or “Contractor”):
RECITALS
A. The City is a municipal corporation duly organized and validly existing under the laws of the State of California with the power to carry on its business as it is now being conducted under the statutes of the State of California and the Charter of the City.
B. The City is in need of the following services: Qualified consultants with proven expertise in Community- Based Social Marketing (CBSM), behavioral science, or related disciplines to design and implement a Community-Based Social Marketing (CBSM) campaign for Alameda’s Zero Waste Program. City staff published a notice in the newspaper on May 22, 2026, and, after a submittal period of fourteen days, received two (2) timely submitted bids or proposals and selected the service provider that best meets the City's need for services or materials.
C. Provider possesses the skill, experience, ability, background, certification and knowledge to provide the services described in this Agreement on the terms and conditions described herein.
D. The Provider will run a one-year pilot CBSM outreach campaign to increase multi- family residential participation in the City’s bulky item waste collection program.
E. Whereas, the City Council authorized the City Manager to execute this agreement on September 15th, 2026.
F. T
he City and Provider desire to enter into an agreement for a one-year pilot of Community Based Social Marketing (CBSM) to Increase Use of Alameda County Industry’s (ACI’s) Bulky Pickup Services by Multi-Family Residences, upon the terms and conditions herein.
NOW, THEREFORE, in consideration of the mutual covenants and conditions contained herein, and for good and valuable consideration, the receipt and adequacy of which are hereby acknowledged, the City and Provider agree as follows:
AGREEM
ENT
1. TERM:
The term of this Agreement shall commence on the day of September 2026, and shall terminate on the 17th day of September 2027, unless terminated earlier as set forth herein.
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2. SERVICES TO BE PERFORMED:
Provider agrees to do all necessary work at its own cost and expense, to furnish all labor, tools, equipment, materials, except as otherwise specified, and to do all necessary work included in Exhibit A as requested. Provider acknowledges that the work plan included in Exhibit A is tentative and does not commit the City to request Provider to perform all tasks included therein.
3. COMPENSATION TO PROVIDER:
a. By the 7th day of each month, Provider shall submit to the City an invoice for the total amount of work done the previous month. Pricing and accounting of charges are to be according to the fee schedule as set forth in Exhibit A and incorporated herein by this reference .
Extra work must be approved in writing by the City Manager or their designee prior to performance and shall be paid on a Time and Material basis as set forth in Exhibit A. b. The total one -year compensation for this A greement shall not exceed $ 186,000, including contingency. Use of contingency shall be for items of work outside the original scope and requires prior written authorization by the City.
4. TIME IS OF THE ESSENCE:
Provider and the City agree that time is of the essence regarding the performance of this Agreement.
5. STANDARD OF CARE:
Provider shall perform all services under this Agreement in a skillful and competent manner, consistent with the standards generally recognized as being employed by professionals in the same discipline in the State of California. Provider represents that it is skilled in the professional calling necessary to perform all services contracted for in this Agreement . Provider further represents that all of its employees and subcontractors shall have sufficient skill and experience to perform the duties assigned to them pursuant to and in furtherance of this Agreement.
Provider further represents that it (and its employees and subcontractors) have all licenses, permits, qualifications, and approvals of whatever nature that are legally required to perform the services (including a City Business License , as needed ); and that such licenses and approvals shall be maintained throughout the term of this Agreement. Provider shall perform (at its own cost and expense and without reimbursement from the City) any services necessary to correct errors or omissions which are caused by Provider’s failure to comply with the standard of care provided for herein. Any employee of the Provider or its sub- providers who is determined by the City to be uncooperative, incompetent, a threat to the adequate or timely completion of any services under this Agreement, or a threat to the safety of persons or property (or any employee who fails or refuses to perform the services in a manner acceptable to the City) shall be promptly removed by the Provider and shall not be re-employed to perform any further services under this Agreement.
6. INDEPENDENT PARTIES:
Provider hereby declares that Provider is engaged as an independent business and Provider agrees to perform the services as an independent contractor. The manner and means of conducting the services and tasks are under the control of Provider except to the extent they are limited by statute, rule or regulation and the express terms of this Agreement. No civil service status or other Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
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right of employment shall be acquired by virtue of Provider ’s services. None of the benefits provided by the City to its employees, including but not limited to unemployment insurance, workers’ compensation plans, vacation and sick leave, are available from the City to Provider, its employees or agents. Deductions shall not be made for any state or federal taxes, FICA payments, PERS payments, or other purposes normally associated with an employer -employee relationship from any compensation due to Provider. Payments of the above items, if required, are the responsibility of Provider. Any personnel performing the services under this Agreement on behalf of Provider shall also not be employees of City and shall at all times be under Provider’s exclusive direction and control.
7. IMMIGRATION REFORM AND CONTROL ACT (IRCA):
Provider assumes any and all responsibility for verifying the identity and employment authorization of all of its employees performing work hereunder, pursuant to all applicable IRCA or other federal, or state rules and regulations. Provider shall indemnify, defend (with counsel acceptable to the City) and hold harmless the City Indemnitees (as defined in Section 9, below) from and against any loss, damage, liability, costs or expenses arising from any noncompliance of this provision by Provider.
8. NON-DISCRIMINATION:
Consistent with the City’s policy and state and federal law that harassment and discrimination are unacceptable conduct, Provider and its employees, contractors, and agents shall not harass or discriminate against any job applicant, City employee, or any other person on the basis of any kind of any statutorily (federal, state or local) protected class, including but not limited to: race, religious creed, color, national origin, ancestry, disability (both mental and physical) including HIV and AIDS, medical condition (e.g. cancer), genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, pregnancy, political affiliation, military and veteran status or legitimate union activities. Such non-discrimination shall include but not be limited to all activities related to initial employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff, or termination. Provider agrees that any violation of this provision shall constitute a material breach of this Agreement.
9. HOLD HARMLESS:
a. To the fullest extent permitted by law, Provider shall indemnify, defend (with counsel acceptable to the City) and hold harmless the City, its City Council, boards, commissions, officials, employees, agents and volunteers (“City Indemnitees”) from and against any and all loss, damages, liability, obligations, claims, suits, judgments, costs and expenses whatsoever, including reasonable attorney ’s fees and costs of litigation (“Claims”), arising from or in any manner connected to Provider’s performance of its obligations under this A greement or out of the operations conducted by Provider even if City Indemnitees are alleged to have been negligent. If the Claims filed against City Indemnitees allege negligence, recklessness or willful misconduct on the part of Provider, Provider shall have no right of reimbursement against Indemnitees for the costs of defense even if negligence, recklessness or willful misconduct is not found on the part of Provider. Provider shall not have any obligations to indemnify City Indemnitees if the loss or damage is found to have resulted solely from the negligence or the willful misconduct of City Indemnitees. The defense and indemnification obligations of this Agreement are undertaken in Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
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addition to, and shall not in any way be limited by, the insurance obligations contained in this Agreement.
b. As to Claims for professional liability only, Provider’s obligation to defend Indemnitees (as set forth above) is limited as provided in California Civil Code Section 2782.8. c. Provider’s obligation to indemnify, defend and hold harmless City Indemnitees shall expressly survive the expiration or early termination of this Agreement.
10. INSURANCE:
a. On or before the commencement of the terms of this Agreement, Provider shall furnish the City’s Risk Manager with certificates showing the type, amount, class of operations covered, effective dates and dates of expiration of insurance coverage in compliance with Sections
10.b. (1) through ( 3). The Certificate Holder should be The City of Alameda, 2263 Santa Clara, Ave., Alameda, CA 94501. Such certificates, which do not limit Provider’s indemnification, shall also contain substantially the following statement:
“Should any of the above insurance covered by this certificate be canceled or coverage reduced before the expiration date thereof, the insurer affording coverage shall provide thirty (30) days’ advance written notice to the City of Alameda. Attention: Risk Manager.” Provider shall maintain in force at all times during the performance of this Agreement all appropriate coverage of insurance required by this Agreement with an insurance company licensed to offer insurance business in the State of California with a current A.M. Best’s rating of no less than A:VII or Standard & Poor’s Rating (if rated) of at least BBB unless otherwise acceptable to the City. Provider shall deliver updated insurance certificates to the City at the address described in Section 17.f. prior to the expiration of the existing insurance certificate for the duration of the term of Agreement. Endorsements naming the City, its City Council, boards, commissions, officials, employees, agents, and volunteers as additional insured shall be submitted with the insurance certificates.
_____________
Provider Initials
b. COVERAGE REQUIREMENTS:
Provider shall maintain insurance coverage and limits at least as broad as:
(1) Workers’ Compensation:
Statutory coverage as required by the State of California , as well as a Waiver of Subrogation (Rights of Recovery) endorsement. (2) Liability:
Commercial general liability coverage in the following minimum limits:
Bodily Injury: $1,000,000 each occurrence
$2,000,000 aggregate - all other
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Property Damage: $1,000,000 each occurrence
$2,000,000 aggregate
If submitted, combined single limit policy with per occurrence limits in the amounts of $2,000,000 and aggregate limits in the amounts of $4,000,000 shall be considered equivalent to the required minimum limits shown above. Provider shall also submit d eclarations and policy endorsements pages. The Additional Insured Endorsement shall include primary and non-contributory coverage at least as broad as the CG 2010.
(3) Automotive:
Comprehensive automobile liability coverage (any auto) in the following minimum limits:
Bodily injury: $1,000,000 each occurrence
Property Damage: $1,000,000 each occurrence
or
Combined Single Limit: $2,000,000 each occurrence
c. SUBROGATION WAIVER:
Provider hereby agrees to waive rights of subrogation that any insurer of Provider may acquire from Provider by virtue of the payment of any loss. Provider agrees to obtain any endorsement that may be necessary to affect this waiver of subrogation, but this provision applies regardless of whether the City has received a waiver of subrogation endorse ment from the insurer. The Workers’ Compensation policy shall be endorsed with a waiver of subrogation in favor of the City for all work performed by Provider, its employees, agents and subcontractors. d. FAILURE TO SECURE:
If Provider at any time during the term hereof should fail to secure or maintain the foregoing insurance, the City shall be permitted to obtain such insurance in Provider’s name or as an agent of Provider and shall be compensated by Provider for the costs of the insurance premiums at the maximum rate permitted by law and computed from the date written notice is received that the premiums have not been paid.
e. ADDITIONAL INSUREDS:
The City, its City Council, boards, commissions, officials, employees, agents, and volunteers shall be named as additional insured(s) under all insurance coverages, except workers’ compensation and professional liability insurance. The naming of an additional insured shall not affect any recovery to which such additional insured would be entitled under this policy if not named as such additional insured. An additional insured named herein shall not be held liable for any premium, deductible portion of any loss, or expense of any nature on this policy or any extension thereof. Any other insurance held by an additional insured shall not be required to contribute anything toward any loss or expense covered by the insurance provided by this policy.
The additional insured coverage under the Contractor’s policy shall be primary and non- contributory and shall not seek contribution from the City’s insurance or self -insurance. Any Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
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available insurance proceeds broader than or in excess of the specified minimum insurance coverage requirements and/or limits shall be available to the additional insured(s). f. SUFFICIENCY OF INSURANCE:
The insurance limits required by the City are not represented as being sufficient to protect Provider. Provider is advised to consult Provider ’s insurance broker to determine adequate coverage for Provider. The coverage and limits shall be (1) the minimum coverage and limits specified in this Agreement; or (2) the broader coverage and maximum limits of the coverage carried by or available to Provider; whichever is greater. g. EXCESS OR UMBRELLA LIABILITY:
If any Excess or Umbrella Liability policies are used to meet the limits of liability required by this Agreement, then said policies shall be true “following form” of the underlying policy coverage, terms, conditions, and provisions and shall meet all of the insurance requirements stated in this Agreement, including but not limited to, the additional insured, SIR, and primary insurance requirements stated therein. No insurance policies maintained by the City Indemnitees or Additional Insureds, whether primary or excess, and which also apply to a loss covered hereunder, shall be called upon to contribute to a loss until all the primary and excess liability policies carried by or available to the Provider are exhausted. If a Provider is using an Excess Liability policy to supplement any insurance coverage required by this Agreement, they must submit the Excess Liability policy in full.
11. CONFLICT OF INTEREST:
Provider represents that it has no known relationships with third parties, City Council members, or employees of City which would 1) present a conflict of interest with the rendering of services under this agreement under Government Code Section 1090, the Political Reform Act (Government Code Section 81000 et seq .), or other applicable law ; 2) prevent Provider from performing the terms of this Agreement; or 3) present a significant risk of disclosure of confidential information.
12. PROHIBITION AGAINST TRANSFERS:
a. Provider shall not assign, sublease, hypothecate, or transfer this Agreement, or any interest therein, directly or indirectly, by operation of law or otherwise, without prior written consent of the City Manager. Provider shall submit a written request for consent to transfer to the City Manager at least thirty (30) days in advance of the desired transfer. The City Manager or their designee may consent or reject such request in their sole and absolute discretion. Any attempt to do so without said consent shall be null and void, and any assignee, sublessee, hypothecate or transferee shall acquire no right or interest by reason of such attempted assignment, hypothecation or transfer. However, claims for money against the City under this Agreement may be assigned by Provider to a bank, trust company or other financial institution without prior written consent. b. The sale, assignment, transfer or other disposition of any of the issued and outstanding capital stock, membership interest, partnership interest, or the equivalent, which shall result in changing the control of Provider, shall be construed as an assignment of this Agreement.
Control means fifty percent or more of the voting power of Provider.
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13. APPROVAL OF SUB-PROVIDERS:
a. Only those persons and/or businesses whose names and resumés are attached to this Agreement shall be used in the performance of this Agreement. However, if after the start of this Agreement, Provider wishes to use sub-providers, at no additional costs to the City, then Provider shall submit a written request for consent to add sub- providers including the names of the sub - providers and the reasons for the request to the City Manager at least five (5) days in advance. The City Manager may consent or reject such requests in their sole and absolute discretion. b. Each sub -provider shall be required to furnish proof of workers ’ compensation insurance and shall also be required to carry general, automobile and professional liability insurance (as applicable) in reasonable conformity to the insurance carried by Provider. c. In addition, any tasks or services performed by sub- providers shall be subject to each provision of this Agreement. Provider shall include the following language in their agreement with any sub- provider: “Sub-providers hired by Provider agree to be bound to Provider and the City in the same manner and to the same extent as Provider is bound to the City.” d. The requirements in this Section 13 shall not apply to persons who are merely providing materials, supplies, data or information that Provider then analyzes and incorporates into its work product.
14. PERMITS AND LICENSES:
Provider, at its sole expense, shall obtain and maintain during the term of this Agreement, all appropriate permits, certificates and licenses, including a City business license that may be required in connection with the performance of the services and tasks hereunder.
15. REPORTS:
a. Each and every report, draft, work product, map, record and other document produced, prepared or caused to be prepared by Provider pursuant to or in connection with this Agreement shall be the exclusive property of the City.
b. No report, information or other data given to or prepared or assembled by Provider pursuant to this Agreement shall be made available to any individual or organization by Provider without prior approval of the City Manager or their designee. c. Provider shall, at such time and in such form as City Manager or their designee may require, furnish reports concerning the status of services and tasks required under this Agreement.
16. RECORDS:
a. Generally, the City has the right to conduct audits of Provider’s financial, performance and compliance records maintained in connection with Provider’s operations and services performed under the Agreement. In the event of such audit, Provider agrees to provide the City with reasonable access to Provider’s employees and make all such financial (including annual financial statements signed by an independent CPA), performance and compliance records available to the City. City agrees to provide Provider an opportunity to discuss and respond to any findings before a final audit report is filed.
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b. Provider shall maintain complete and accurate records with respect to the services, tasks, work, documents and data in sufficient detail to permit an evaluation of Provider’s performance under the Agreement , as well as maintain books and records related to sales, costs, expenses, receipts and other such information required by the City that relate to the performance of the services and tasks under this Agreement (collectively the “Records”). c. All Records shall be maintained in accordance with generally accepted accounting principles and shall be clearly identified and readily accessible. Provider shall provide free access to the Records to the representatives of the City or its designees during regular business hours upon reasonable prior notice. The City has the right to examine and audit the Records , and to make copies or transcripts therefrom as necessary, and to allow inspection of all proceedings and activities related to this Agreement. Such Records, together with supporting documents, shall be kept separate from other documents and records and shall be maintained by Provider for a period of three (3) years after receipt of final payment.
d. If supplemental examination or audit of the R ecords is necessary due to concerns raised by the City’s preliminary examination or audit of records, and the City’ s supplemental examination or audit of the records discloses a failure to adhere to appropriate internal financial controls, or other breach of this Agreement or failure to act in good faith, then Provider shall reimburse the City for all reasonable costs and expenses associated with the supplemental examination or audit.
17. NOTICES:
a. All notices shall be in writing and delivered: (i) by hand; or (ii) sent by registered, express, or certified mail, with return receipt requested or with delivery confirmation requested from the U.S. postal service ; or (iii) sent by overnight or same day courier service at the party’s respective address listed in this Section 17.
b. Each notice shall be deemed to have been received on the earlier to occur of: actual delivery or the date on which delivery is refused; or three (3) days after notice is deposited in the U.S. mail or with a courier service in the manner described above (Sundays and City holidays excepted).
c. Either party may, at any time, change its notice address (other than to a post office box address) by giving the other party three (3) days prior written notice of the new address. d. All notices, demands, requests, or approvals from Provider to the City shall be addressed to the City at:
City of Alameda
Public Works Department
950 W Mall Square, Room 110
Alameda, CA 94501
ATTENTION: Paula Kaltenbrunner, Zero Waste Program Specialist Ph: (510) 604-9776 / [email protected]
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e. All notices, demands, requests, or approvals from the City to Provider shall be addressed to Provider at:
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Oceanside CA 92056
ATTENTION: Joey Schmitt, Director
760-722-4000 x106 / [email protected]
f. All updated insurance certificates from Provider to the City shall be addressed to the City at:
City of Alameda
Public Works Department
950 W Mall Square, Room 110
Alameda, CA 94501
ATTENTION: Joshua Diamond- Office Assistant
Ph: (510) 747-7930 / [email protected]
18. SAFETY:
a. Provider shall be solely and completely responsible for conditions of all vehicles owned or operated by Provider , including the safety of all persons and property during performance of the services and tasks under this Agreement . This requirement shall apply continuously and not be limited to normal working hours. In addition, Provider shall comply with all s afety provisions in conformance with U.S. Department of Labor Occupational Safety and Health Act, any equivalent state law, and all other applicable federal, state, county and local laws, ordinances, codes, and any regulations that may be detailed in other parts of the Agreement. Where any of these are in conflict, the more stringent requirement s shall be followed. Provider’s failure to thoroughly familiarize itself with the aforementioned safety provisions shall not relieve it from compliance with the obligations and penalties set forth herein. b. Provider shall immediately notify the City within 24 hours of any incident of death, serious personal injury or substantial property damage that occurs in connection with the performance of this Agreement. Provider shall promptly submit to the City a written report of all incidents that occur in connection with this Agreement. This report must include the following information: (i) name and address of injured or deceased person(s); (ii) name and address of Provider’s employee(s) involved in the incident; (iii) name and address of Provider’s liability insurance carrier; (iv) a detailed description of the incident; and (v) a police report.
19. TERMINATION:
a. In the event Provider fails or refuses to perform any of the provisions hereof at the time and in the manner required hereunder, Provider shall be deemed in default in the performance of this Agreement . If such default is not cured within two (2) business days after receipt by Provider from the City of written notice of default, specifying the nature of such default and the steps necessary to cure such default, the City may thereafter immediately terminate the Agreement forthwith by giving to Provider written notice thereof.
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b. The foregoing notwithstanding, the City shall have the option, at its sole discretion and without cause, of terminating this Agreement by giving seven (7) days’ prior written notice to Provider as provided herein.
c. Upon termination of this Agreement either for cause or for convenience, each party shall pay to the other party that portion of compensation specified in this Agreement that is earned and unpaid prior to the effective date of termination. The obligation of the parties under this Section 19(c) shall survive the expiration or early termination of this Agreement.
20. ATTORNEYS’ FEES:
In the event of any litigation, including administrative proceedings, relating to this Agreement, including but not limited to any action or suit by any party, assignee or beneficiary against any other party, beneficiary or assignee, to enforce, interpret or seek relief from any provision or obligation arising out of this Agreement, the parties and litigants shall bear their own attorney’s fees and costs. No party or litigant shall be entitled to recover any attorneys’ fees or costs from any other party or litigant, regardless of which party or litigant might prevail.
21. HEALTH AND SAFETY REQUIREMENTS.
Provider acknowledges and agrees that the City shall have the right to impose, at the City’s sole discretion, requirements that it deems are necessary to protect the health and safety of the City employees, residents, and visitors. Provider also acknowledges and agrees to make available to the City, at the City’s request, records to demonstrate Provider’s compliance with this Section.
22. COMPLIANCE WITH ALL APPLICABLE LAWS:
During the term of this Agreement, Provider shall keep fully informed of all existing and future state and federal laws and all municipal ordinances and regulations of the City of Alameda which affect the manner in which the services or tasks are to be performed by Provider, as well as all such orders and decrees of bodies or tribunals having any jurisdiction or authority over the same. Provider shall comply with all applicable laws, state and federal and all ordinances, rules and regulations enacted or issued by the City. Provider shall indemnify, defend (with counsel acceptable to the City) and hold harmless the City Indemnitees from any claim or liability arising out of any failure or alleged failure to comply with such laws and regulations pursuant to the indemnification provisions of this Agreement.
23. CONFLICT OF LAW:
This Agreement shall be interpreted under, and enforced by the laws of the State of California without regard to any choice of law rules which may direct the application of laws of another jurisdiction. The Agreement and obligations of the parties are subject to all valid laws, orders, rules, and regulations of the authorities having jurisdiction over this Agreement (or the successors of those authorities). Any suits brought pursuant to this Agreement shall be filed with the courts of the County of Alameda, State of California.
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24. WAIVER:
A waiver by the City of any breach of any term, covenant, or condition contained herein shall not be deemed to be a waiver of any subsequent breach of the same or any other term, covenant, or condition contained herein, whether of the same or a different character.
25. INTEGRATED CONTRACT:
Subject to the language of Section 33, the Recitals and exhibits are a material part of this Agreement and are expressly incorporated herein. This Agreement represents the full and complete understanding of every kind or nature whatsoever between the parties hereto, and all preliminary negotiations and agreements of whatsoever kind or nature are merged herein. No verbal agreement or implied covenant shall be held to vary the provisions hereof. Any modification of this Agreement shall be effective only by written execution signed by both the City and Provider.
26. PREVAILING WAGES:
Provider acknowledges the requirements of, and agrees to comply with, California Labor Code Section 1720, et seq., and 1770, et seq. as well as California Code of Regulations, Title 8, Section 1600, et seq., (“Prevailing Wage Laws”) which require the payment of prevailing wage rates and the performance of other requirements on “public works” and “maintenance” projects.
Provider agrees to fully comply with such Prevailing Wage Laws if the services are being performed as part of an applicable “public works” or “maintenance” project as defined by the Prevailing Wage Laws and if the total compensation is $1,000 or more. City, upon Provider’s request, shall provide Provider with a copy of the prevailing rates of per diem wages in effect at the commencement of this Agreement. Provider shall make copies of the prevailing rates of per diem wages for each craft, classification, or type of worker needed to execute the services available to interested parties upon request; and shall post copies at the Provider’s principal place of business and at the project site. Provider shall indemnify, defend (with counsel acceptable to the City) and hold harmless the City Indemnitees from any claim or liability arising out of any failure or alleged failure to comply with the Prevailing Wage Laws.
27. DEPARTMENT OF INDUSTRIAL RELATIONS COMPLIANCE AND
PREVAILING WAGE REQUIREMENTS ON PUBLIC WORKS PROJECTS:
a. For purposes of Sections 27 through 29 of this Agreement, the terms “ claim”, “contractor”, “public works project” and “ subcontractor” shall have the same meanings set forth in Public Contract Code Section 9204.
b. No contractor or subcontractor may be listed on a bid proposal for a public works project, nor engage in the performance of any public work contract, unless registered with the Department of Industrial Relations pursuant to Labor Code Section 1725.5 (with the limited exceptions for certain bids pursuant to Labor c ode Section 1771.1(a)). Registration instructions may be found at the following website: https://www.dir.ca.gov/Public-Works/Contractor- Registration.html
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c. All contractors and subcontractors must furnish electronic certified payroll records directly to the Labor Commissioner at the following website : https://www.dir.ca.gov/Public- Works/Certified-Payroll-Reporting.html
d. Contractor is required to post all job site notices as prescribed by State law. (See 8 Cal. Code Regs, § 16451(d).)
e. In executing this Agreement, Contractor acknowledges and agrees that the work authorized by this Agreement may be subject to compliance monitoring and enforcement by the Department of Industrial Relations.
28. REGISTRATION OF CONTRACTORS:
Before submitting bids for any work authorized by this Agreement , contractors shall be licensed in accordance with the provisions of Chapter 9, Division 3, of the Business and Professions Code of the State of California.
29. PUBLIC CONTRACT CODE SECTION 9204 SUMMARY:
Notwithstanding anything else to the contrary stated in the Information For Bidders (IFB) or other documents associated with this Agreement, all claims, regardless of dollar amount, submitted between January 1, 2017 and January 1, 2027 related to work performed or scheduled to be performed pursuant to this Agreement shall be governed by Public Contract Code Section 9204 and this section. The following provisions and procedures shall apply:
a. Contractor shall submit each Claim (whether for a time extension, payment for money or damages) in writing and in compliance with Public Contract Code Section 9204.
Contractor must include reasonable documentation to support each claim.
b. Upon receipt of a claim, the City shall conduct a reasonable review and respond in writing within 45 days of receipt and shall identify in a written statement what portions of the claim are disputed and undisputed. Undisputed portions of the c laim shall be processed and paid within 60 days of the written statement. Undisputed amounts not paid in a timely manner shall bear interest at 7% per annum. The City and Contractor may mutually agree to extend the 45 day response time.
c. If the City needs approval from the City Council to provide a written statement, the 45 days may be extended to 3 days following the next duly noticed public meeting pursuant to Public Contract Code Section 9204(d)(1)(C).
d. If the City fails to timely respond to a c laim or if Contractor disputes the City’s response, Contractor may submit a written demand for an informal meet and confer conference with the City to settle the issues in dispute. The demand must be sent via registered or certified mail, return receipt requested. Upon receipt, the City shall schedule the conference within 30 days.
e. Within 10 business days following the informal meet and confer conference, the City shall submit to Contractor a written statement describing any issues remaining in dispute and Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Action Research
Community Based Social Marketing for
Zero Waste Implementation Plan Update
Program 2 13 Version 07-01-26
that portion which is undisputed. Undisputed portions of the c laim shall be process ed and paid within 60 days of the written statement. Undisputed amounts not paid in a timely manner shall bear interest at 7% per annum. The issues remaining in dispute shall be submitted to non-binding mediation. If the City and Contractor mutually agree on a mediator, each party shall pay equal portions of all associated costs. If within 10 business days, the City and Contractor cannot agree on a mediator, each party shall select a mediator (paying all costs associated with their selected mediator), and those mediators shall select a qualified neutral third party to mediate the d isputed issues. The City and Contractor shall pay equal portions of all associated costs of such third party mediator.
f. U
nless otherwise agreed by the City and Contractor, any mediation conducted hereunder shall excuse any further obligation under Public Contract Code Section 20104.4 to mediate after litigation has commenced.
g. T
he City reserves all rights and remedies that it has pursuant to this Agreement, any associated plans and specification s, or at law or in equity which are not in conflict with Public Contract Code 9204.
30. CAPTIONS:
The captions in this Agreement are for convenience only, are not a part of the Agreement and in no way affect, limit or amplify the terms or provisions of this Agreement.
31. COUNTERPARTS:
This Agreement may be executed in any number of counterparts (including by fax, PDF , DocuSign, or other electronic means), each of which shall be deemed an original, but all of which shall constitute one and the same instrument.
32. SIGNATORY:
By signing this A greement, signatory warrants and represents that they executed this Agreement in their authorized capacity and that by their signature on this Agreement, they or the entity upon behalf of which they acted, executed this Agreement.
33. CONTROLLING AGREEMENT:
In the event of a conflict between the terms and conditions of this Agreement (as amended, supplemented, restated or otherwise modified from time to time) and any other terms and conditions wherever contained, including, without limitation, terms and conditions included within exhibits, the terms and conditions of this Agreement shall control and be primary.
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Action Research
Community Based Social Marketing for
Zero Waste Implementation Plan Update
Program 2 14 Version 07-01-26
PAGE INTENTIONALLY LEFT BLANK
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Action Research
Community Based Social Marketing for
Zero Waste Implementation Plan Update
Program 2 15 Version 07-01-26
IN WITNESS WHEREOF, the parties have each caused this Agreement to be duly executed on its behalf as of the Effective Date.
ACT
ION RESEARCH CITY OF ALAMEDA
a California S-Corporation a municipal corporation
Jennifer Tabanico Gerry Beaudin
President and Secretary City Manager
RE
COMMENDED FOR APPROVAL
Erin Smith
Public Works Director
APP
ROVED AS TO FORM:
City Attorney
Len Aslanian
Acting City Attorney
Scott Wikstrom for
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
3630 Ocean Ranch Boulevard
Oceanside, CA. 92056
Contact:
Jennifer Tabanico | 760.722.4001
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June 5, 2026
Submitted to
City of Alameda
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Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 i
Dear Selection Committee,
Action Research is pleased to submit our proposal to the City of Alameda in response to the RFP for Community-Based Social Marketing Services. Action Research is a California-based consultancy that applies behavioral and social science to programs that foster safe, healthy, and sustainable behaviors.
Recognized internationally as a leader in community-based social marketing (CBSM), our firm has 25 years of experience developing and evaluating behavior change programs for public agencies, including nearly 20 years applying the CBSM framework to California’s waste reduction and recycling challenges.
We have the skills and qualifications to design and implement a CBSM campaign to increase multi-family participation in the bulky waste collection program while simultaneously building the City’s internal capacity to apply CBSM to future Zero Waste Implementation Plan (ZWIP) initiatives.
Our team brings deep expertise in CBSM, applied behavioral science, survey research, and evaluation.
We have worked with public and private agencies nationwide to design behavior-change initiatives addressing waste reduction, recycling, and collection programs, including projects focused on multi- family audiences and bulky waste. Relevant clients include the California cities of Victorville, Salinas, Sunnyvale, and Palmdale; the counties of Alameda and San Diego; and Whatcom County in Washington.
Action Research is led by Jennifer Tabanico, a recognized CBSM expert, university instructor, keynote speaker, and coauthor of Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Jennifer regularly trains practitioners from public and private organizations on the practical application of CBSM. Her experience applying CBSM across a wide range of environmental challenges provides valuable insight into adapting proven behavior-change strategies to new issues and contexts.
Her ongoing involvement in both practitioner and academic communities ensures that our firm leverages the latest behavioral science research and best practices.
To support the City’s goals and overall project efficiency, we have assembled a team of highly qualified partners who provide complementary expertise:
x Dr. Doug McKenzie-Mohr – Founder of CBSM as a Scientific Advisor x Cara Gurney – Subject matter expertise, cultural relevance, and community insights x SCS Engineers – Program and local implementation support x HF&H Consultants – ZWIP and stakeholder insight, and Alameda County Industries relationships With deep expertise in behavioral science, extensive experience applying CBSM to waste reduction programs, and a proven track record of building organizational capacity through training and technical assistance, our team is uniquely qualified to support the City of Alameda in designing, implementing, and sustaining effective CBSM campaigns. We appreciate the opportunity to submit this proposal and look forward to partnering with the City to advance its Zero Waste goals.
Sincerely,
Jennifer Tabanico, President and Owner of Action Research 3630 Ocean Ranch Blvd, Oceanside, CA 92056
Email: [email protected]; Phone: 760-722-4001 iiiiiiiiiiiiiiiii
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
i
TTable of Contents
Statement of Qualifications .......................................................................................................................... 1 Firm Overview ........................................................................................................................................... 1 Action Research Experience ...................................................................................................................... 3 Subcontractor Experience ....................................................................................................................... 10 Action Research Key Staff ....................................................................................................................... 12 Subcontractor Key Staff .......................................................................................................................... 16 Litigation ................................................................................................................................................. 20 Scope of Service .......................................................................................................................................... 22 Proposal Overview .................................................................................................................................. 22 Why CBSM is the Right Approach ........................................................................................................... 22 Tasks and Deliverables ............................................................................................................................ 23 Task Summary and Initial Timeline ............................................................................................................. 32 Exhibit B ...................................................................................................................................................... 33 Appendix A – Action Research CBSM Expert Resumes ............................................................................... 34 Jennifer Tabanico, President ................................................................................................................... 34 Joey Schmitt, Director ............................................................................................................................. 37 Jessica Cooper, Research Director .......................................................................................................... 40
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
1 SStatement of Qualifications
Firm Overview
Action Research
Action Research specializes in applying behavioral and social science research to outreach programs that promote safe, healthy, and sustainable behaviors. In our 25 years of operation, Action Research has gained international recognition as a leader in effectively applying community-based social marketing (CBSM) across a wide range of programs. Our work has been highlighted in numerous press releases and publications, including the book Social Marketing to Protect the Environment: What Works and Social Marketing Quarterly, and our work with Stopwaste.org in Alameda County was covered by the Wall Street Journal and BioCycle magazine. Our global clientele includes dozens of government agencies, non-profit organizations, and private companies seeking to foster behavior change that protects the environment.
Our office is in Oceanside, CA, where we have 12 full-time, on-site employees. The firm is led by Jennifer Tabanico, a recognized CBSM expert, university instructor, keynote speaker, and coauthor of Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Jennifer regularly trains and coaches organizations on applying CBSM, and her involvement in practitioner and academic communities ensures we leverage the latest behavioral science insights and applications.
Since its founding in 2001, Action Research has maintained stability and has consistently been profitable, with zero debt, even through economic downturns and a global pandemic. We have maintained an annual gross revenue of over $1.5 million since 2023. Additionally, we have access to credit lines and liquid capital to cover operating costs for six months.
Action Research has the capacity to provide the full range of CBSM services, including foundational research, outreach development, implementation, and evaluation. Services include:
x Quantitative Surveys (telephone, mail, intercept, web, behavioral observations) x Qualitative Research (focus groups, in-depth interviews) x Behavioral Science and CBSM Training
x Message Development and Testing
x Branding and Creative Development
x Web, Video, and Digital Advertising
x Social Media Development, Implementation, and Tracking x Program Evaluation and Advanced Statistical Analyses
x Experimental Research Design
At Action Research, we offer an innovative set of behavioral solutions that motivate people to act by bridging academic communities and marketing professionals. Our senior staff members are recognized experts in the development and implementation of CBSM projects, and each has published key research on the topic in scientific journals, books, and manuals. All senior staff members hold graduate-level degrees in the social and behavioral sciences and have extensive experience in survey and sampling methods, statistics, and research design.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 2 Subcontractorss
For this project, we have assembled a team of expert subcontractors outlined below.
Dr. Doug McKenzie-Mohr
Dr. Doug McKenzie-Mohr, Founder of CBSM, has been providing behavior change services for over 40 years and will be the sole provider of services from his organization. Doug is based in Victoria, Canada.
Cara Gurney
Cara Gurney is a zero-waste and community engagement strategy consultant based in Oakland, California. Cara has more than 20 years of experience designing and implementing environmental behavior-change programs for California public agencies, including more than a decade focused on waste reduction, recycling, composting, and zero-waste initiatives. Operating as a sole practitioner, they help prime consultants and public agencies design city- and county-wide behavior and awareness campaigns, providing community engagement strategy, zero waste technical advisement, and cultural- relevance review grounded in CBSM. They have the immediate capacity to dedicate the hours needed for subject-matter expertise, cultural relevance review, and community insights.
SCS Engineers
Stearns, Conrad and Schmidt, Consulting Engineers, Inc. (SCS) was established in Southern California as a partnership on the first Earth Day in April 1970. It is now a Virginia S corporation, formed in 1972, with 54 years of operation. SCS is 100% employee-owned, with all firm shares held by the SCS Engineers Employee Stock Ownership Plan. In July of 2023, Engineering News-Record, the engineering industry’s pre-eminent rankings publication, ranked SCS the #1 Solid Waste Design firm and the #10 All Environmental firm in the nation. Headquartered in Long Beach, CA, SCS employs 1,300 professional and support staff across 60 offices nationwide, and over 365 staff in 15 offices in California.
For this project, their base of operations will be the Pleasanton, CA office with a team of four Sustainable Materials Management (SMM) staff: Lauren Romanazzi, Laura Johnson, Brett Wilks, and their partner, Todd Sutton, with Waste Sleuth.
HF&H Consultants
HF&H Consultants is a California-based firm that has provided solid waste, recycling, and utility management consulting services exclusively to public agencies for over 35 years. Founded in 1989, the firm specializes in delivering tailored solutions for recycling and solid waste. HF&H has provided technical expertise to hundreds of municipal agencies through more than 2,500 engagements, with approximately 70 percent of its work coming from repeat clients, including long-standing relationships spanning more than 30 years.
This track record reflects the firm’s stability, depth of experience, and ability to consistently deliver high-quality, objective, and fact-based solutions to public agency clients. The firm is led by experienced partners and supported by industry professionals with deep expertise in solid waste and sustainability. With offices in Walnut Creek and Irvine, California, HF&H employs more than 38 professional consultants with long tenures and extensive experience supporting public agencies. HF&H maintains the capacity to deliver projects effectively through structured project management, careful workload planning, and a commitment to ensuring staff availability and responsiveness.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 3 Actionn Researchh Experiencee
Action Research has been providing CBSM services for more than 25 years and has conducted dozens of behavior-change projects for public agencies, utilities, nonprofits, and private organizations across North America. Our experience includes designing and evaluating programs to address a wide range of waste reduction and recycling challenges, including illegal dumping, bulky item disposal, household hazardous waste, food waste prevention, contamination reduction, organics participation, and proper waste sorting in multifamily, residential, commercial, and institutional settings.
We have demonstrated experience and internal capacity to conduct the full CBSM process, including behavior
selection, barrier and benefit research, strategy
development, pilot testing, evaluation, and broad-scale implementation. We have also contributed to refining the CBSM framework through our long-standing collaboration
with Dr. Doug McKenzie-Mohr, CBSM's founder. For more
than a decade, we have co-facilitated Doug’s training
workshops worldwide, offering hundreds of agencies
insights into the practical application of CBSM. In 2025, our President, Jennifer Tabanico, joined Doug as a coauthor of the 4
th edition of Fostering Sustainable Behavior, which has become seminal reading for those delivering environmental behavior change programs.
Selectedd Projectss off Similarr Size,, Scope,, andd Complexityy A selection of behavior-change projects most relevant to this effort from the last 5 years is included on the following pages. We have chosen to highlight these specific projects because they demonstrate the application of the full CBSM framework and not just one-off tools or marketing tactics. Additionally, these projects address similar behaviors and contexts to those in this RFP.
The projects highlighted include:
x Increasing participation in multi-family bulky waste collection services in the City of Victorville x Increase proper disposal of household hazardous waste in Washington x Decreasing food waste at multi-family properties in central California x Improving waste sorting in college dormitories and common areas in Pennsylvania Following a description of these recent projects, we have included a table highlighting our long history of CBSM experience across a wide range of environmental behaviors, audiences, and contexts. The projects featured below were selected because they closely align with the City's multi-family bulky waste disposal and behavior-change objectives. However, our experience spans projects of varying size and complexity, from focused pilot studies to multi-year behavior-change programs with budgets exceeding $1 million.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 4 Junk Away the Right Way (City of Palmdale, CA)
Contact Benjamin Lucha (Formerly with the City of Palmdale, now with the City of Victorville) 14343 Civic Dr, Victorville, CA 92392
Phone:
(760) 955-5086; Email: [email protected]
Budget $25,000
Date 2021-2022
Action Research worked with the City of Palmdale to support a grant program funded by the Mattress Recycling Council. We developed a CBSM pilot campaign and a citywide awareness effort to encourage mattress recycling and reduce illegal dumping.
Step 1: Behavior Selection. We used code enforcement data to identify areas of the City with high levels of illegal dumping. The data pointed to areas near multi-family apartment complexes.
Step 2: Barrier and Benefit Research. We conducted a multi-mode (door-to-door and web) survey of apartment dwellers and found very low awareness of bulk-item disposal options offered through the waste management service and other programs. There was also a shared desire to do the right thing.
Step 3: Strategy Development. The survey directly informed the development of the Junk Away the Right Way program, which included a suite of brightly colored city vehicle wraps to make the program visible, social media posts, door hangers, and move-out checklists (English/Spanish) for apartment property managers to distribute to their tenants at key moments of transition Step 4: Pilot Testing. Initial pilot testing revealed positive feedback from the community and property management, including increased visits to the program website. While our engagement ended at this phase, the City continued to work with property managers and partners to implement the study.
Step 5: Broad-Scale Implementation. We developed an implementation plan to guide the City through ongoing refinement and implementation.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 5 Take it and Take It (Whatcom County, WA)
Contact Kate Rice, Program Specialist
Whatcom County Public Works, Stormwater Division
322 N. Commercial St., Ste. 210; Bellingham, WA 98225
Phone: (360) 778-6302; Email: [email protected]
Budget $74,340
Date 2022-2023
Action Research was contracted by Whatcom County in Washington State to develop a CBSM pilot program to increase proper disposal of household hazardous waste (HHW). The pilot program focused on residents living in two watersheds, but was designed such that effective strategies could be scaled to other similar areas of the County.
Step 1: Behavior Selection. We summarized relevant literature, collected center data, and expert insights to identify high-impact behaviors:
reducing the use of phosphorus products, proper storage, and proper disposal at the local collection center or at collection events.
Step 2: Barrier and Benefit Research. We administered a multi-mode survey (mail/online) to 1,000 residents in target watersheds. We received 328 responses (33% response rate). The findings indicated that residents were aware of the HHW collection facility and were more willing to use it than attend a collection event. The primary barrier was not knowing what products were accepted. They were highly motivated and believed that using the collection center would benefit public safety and the environment.
Step 3: Strategy Development. To address knowledge barriers and enhance motivation to take action, we developed the Tag It & Take It program, which included vivid information, product prompt stickers, implementation intentions (i.e., making an action plan), and postcard/text reminders.
Step 4: Pilot Testing. Using a randomized controlled design, 900 households were assigned to one of two strategy versions or a control group. Program effectiveness was evaluated by comparing household visits to the DoT facility and engagement with outreach materials. The pilot produced promising, though not statistically significant, results in the Lake Whatcom watershed (6% visiting center compared to 3% or less in all other conditions).
Step 5: Broad-Scale Implementation. Pilot findings were used to refine the outreach approach, eliminate ineffective elements, and develop a comprehensive implementation plan that emphasized improved timing, increased in-person engagement, and refined strategies for different communities.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 6 Eat This First (Cities of Gilroy, Morgan Hill, and Mountain View; Sub to SCS Engineers) Contact Jennifer Cutter (City of Mountain View)
500 Castro St. Mountain View, CA 94041
Phone:
(650) 903-6033; Email: [email protected] Budget $63,391
Date 2023-2024
Action Research worked with the Cities of Gilroy, Morgan Hill, and Mountain View to develop a CBSM program to reduce residential food waste in multi-family dwellings (MFDs). A previous pilot study in the region tested outreach to motivate residents in single-family dwellings to reduce food waste by eating leftovers and organizing their fridges. The current project built on these findings by tailoring outreach and engagement efforts to residents of MFDs.
Step 1: Behavior Selection. We used two food waste reduction behaviors identified and prioritized in a previous study: eating leftovers and refrigerator organization.
Step 2: Barrier and Benefit Research. We conducted a literature review, developed an intercept survey, and supported SCS staff who conducted the surveys at multi-family properties. The survey included items on food waste awareness, refrigerator organization, eating leftovers, meal planning, and potential reasons for food waste. A primary barrier was forgetting, and perceived benefits included saving time, saving money, and improving health.
Step 3: Strategy Development: The intercept
surveys directly informed the development of
the Eat This First program, which included a
refrigerator cling to prompt fridge organization
and a brochure with tips for organizing and
storing leftovers so they are eaten instead of
thrown away. Materials were delivered door-
to-door, leveraging in-person communications
where residents were available.
Step 4: Pilot Testing: Thirty-three (33) MFDs
participated in the pilot, ranging in size from 16
to 199 units. Each property was randomly
assigned to a treatment or a control group.
Pre- and post- waste characterizations and a
post-test survey were conducted at both
treatment and control sites. Although there was no measurable change in the pre- and post-outreach waste characterizations, survey results pointed to increases in behavioral intention to engage in the target behaviors.
Step 5: Broad-Scale Implementation: We made recommendations for enhancing the outreach through repeated communications to support ongoing habit change. All three cities used the outreach materials in their ongoing food waste reduction efforts.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 7 Sort Smart (Swarthmore College, PA)
Contact Elizabeth Drake
500 College Avenue Swarthmore, PA 19081
Phone:
(610) 690-6839; Email: [email protected]
Budget $24,715
Date 2023-2024
Action Research is contracted with Swarthmore College’s Zero Waste Working Group to provide CBSM consulting services to help improve sorting accuracy and reduce contamination on campus in accordance with the college’s zero-waste goals.
Step 1: Behavior Selection. We reviewed waste characterization and other data on key audiences and how they contributed to various types of waste on campus. We chose to focus on students living in residence halls because they represented 95% of the student body, accounted for the highest levels of contamination, and had limited knowledge of waste sorting.
Step 2: Barrier and Benefit Research. We conducted intercept surveys of students to assess the barriers to sorting specific items and the perceived benefits of participating in proper sorting. We found that students had a positive attitude towards campus zero- waste initiatives and were motivated to improve their sorting accuracy. The main barrier was confusion about sorting specific items, such as microwaveable food containers and plastic tubs for margarine or yogurt.
Step 3: Strategy Development. To address knowledge barriers, leverage existing motivation, and build effective habits, we designed a Sort Smart tabling game and a commitment photo booth opportunity where students could pose with problematic items and commit to proper sorting. Sort Smart posters were hung above waste receptacles to prompt proper sorting of specific problem items.
Step 4: Pilot Testing. Posters were affixed near waste bins in pilot residence halls, and eight tabling events were held at various popular locations around campus. Proper sorting of the four target materials improved throughout the campaign.
Step 5: Broad-Scale Implementation. Swarthmore continues to implement piloted strategies, adapting them to target new or commonly misclassified items on campus. The pilot also
supported future initiatives to upgrade campus signage.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 8 Additionall Community-Basedd Sociall Marketingg Projectss The table below shows the breadth and depth of Action Research’s experience in applying CBSM. The non-exhaustive projects listed here demonstrate our expertise in conducting research and developing behavior-change programs across an array of issues, many of which aim to reduce waste.
Client Topic Audience
Behavior Selection
Barrier & Benefit
Research
Develop Strategy
Materials Design
Pilot Testing
Evaluation Design
Municipalities
Baltimore, MD (County of) Pet Waste/Liter Prevention Residents X X X X Bowie, MD (City of) Tree Planting Residents X X X
Encinitas (City of) Outdoor Water Use Residents X X X X X X Fort Worth, TX (City of) Recycling Residents X X X X X X Gilroy, Morgan Hill, Mountain View
(Cities of)
Food Waste Reduction Residents X X X X X X
King & Snohomish, WA (Counties of) Curbside Recycling Residents X X Oceanside (City of) Stormwater Pollution Residents X X X X X Orange (County of) Stormwater Pollution Residents
Businesses
X X X X X
Palmdale (City of) Bulk Waste Residents X X X X X
Salinas (City of) Bulk Waste Residents X X X X X X
San Diego (County of) Stormwater Pollution Residents
Businesses
X X X X X X
San Diego (City of) Stormwater Pollution Residents
Businesses
X X X X X
San Jose (City of) Transportation Residents X X X X X
Santa Clara (County of) Food Waste Reduction Residents X X X X X StopWaste (Alameda County) Food waste recycling Residents X X X X X Sunnyvale (City of) Energy Conservation Residents X X X X X X Sunnyvale (City of) Food waste disposal Commercial
Restaurants
X X X X X X
Victorville (City of) Reducing Organics
Contamination
Residents X X X X X X
Whatcom (County of) Household Hazardous
Waste Disposal
Residents X X X X X X
Non-Profit Organizations
American Forest Foundation Sustainable Forestry
Practices
Woodland
Owners
X X X
Center for Sustainable Energy PV Solar Installation Residents X Ducks Unlimited Canada Wetland Protection Residents X X X X Keep America Beautiful Office Recycling Employees X X X X X Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 9 Oregon Coast Aquarium Ocean Acidification
(GHG reduction)
Youth X X X X
Southeast Sustainability Directors
Network
Various Residents X X X X X
TreePeople Street Tree Care Residents X X X X
Urban Sustainability Directors
Network
Energy Conservation (cold
water wash)
Residents X X X X X X
Urban Sustainability Directors
Network
Energy Conservation
(computer and monitor
shutdown)
Municipal
employees
X X X X X X
Wild & Scenic Westfield River
Committee
Invasive Species
Management
Residents X X X X X
Other Organizations
Hawaii Energy Energy Conservation Multi-family X X X X X Massachusetts Department of Fish
and Game
Water Conservation Residents X X X
Metropolitan Transit System (San
Diego)
Use of Mobile Ticketing
App
Bus Riders X
New York State Energy Research and
Development Authority
Energy Conservation Residential
Businesses
X X X X X
Sandia National Laboratories Energy Conservation Employees X X X X X Solid Waste Management
Coordinating Board
Recycling Residents X
Swarthmore College Recycling Students X X X X X X
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 10 Subcontractorr Experiencee
We have assembled a team of highly qualified partners. Each provides complementary expertise that will enhance the quality and efficiency of this work. Summarized in detail below, our partners will offer expertise in the following areas:
x Dr. Doug McKenzie-Mohr – Founder of CBSM as a Scientific Advisor x Cara Gurney – Subject matter expertise, cultural relevance, and community insights x SCS Engineers – Program and local implementation support x HF&H Consultants – ZWIP and stakeholder insight, and Alameda County Industries relationships Dr. Doug McKenzie-Mohr
Dr. Doug McKenzie-Mohr is the founder of CBSM. He has authored numerous books on the subject and trained over 75,000 practitioners on its implementation.
Cara Gurney
Cara has more than 20 years of experience in zero waste, community engagement, behavior-change communications, and environmental outreach across California, including extensive work delivered through the creative agency Most Likely To and the San Francisco Environment Department. Cara began working as a sole practitioner in 2023 after a 13-year tenure at the Department, where they led a multilingual grassroots outreach team called Environment Now, ran targeted and city-wide zero waste education campaigns, and designed and rolled out policy implementation plans. Cara has continued this work with Most Likely To on projects for Zero Waste Marin, the City of San Diego’s Environmental Services Department, SFPUC, and San Mateo County’s Sustainability Department. Cara’s work combines community engagement, strategic communications, and CBSM approaches to increase participation in public programs and services.
x Multi-family and bulky-item outreach. Cara has led outreach campaigns focused on multi- family residents, including a bulky-item collection campaign for San Francisco multi-family households that increased participation and contributed to expanding collection routes and service capacity. They have partnered closely with property managers, haulers, and public agencies to coordinate outreach, stakeholder engagement, and program measurement. x CBSM methodology. Cara has experience applying the CBSM framework and tools. They have collaborated with behavioral science researchers and program staff to develop strategies that increase participation and measurable outcomes.
x Multilingual, culturally relevant engagement. Cara has designed and implemented outreach campaigns in Chinese, Spanish, Tagalog, Vietnamese, and Russian, including engagement with Chinatown merchants to increase participation in San Francisco’s composting program. x Public agency and community partnerships. Cara has worked with and within public agencies for more than two decades, including SF Environment, SFPUC, Zero Waste Marin, and the City of San Diego. They have built strong partnerships with community-based organizations and bring a thorough understanding of regulatory, accessibility, and language-access requirements that shape successful public engagement programs.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 11 SCS Engineers
SCS has worked for the City of Alameda (Alameda) since 2018, leading its Zero Waste Technical Assistance project to help fulfill Alameda’s zero waste goals. SCS has worked closely with Alameda Zero Waste Program staff and the local waste hauler, Alameda County Industries (ACI), to educate multifamily dwellings (MFDs) and businesses about available solid waste programs and services, and to assist with regulatory compliance. Project tasks include conducting indoor and outdoor waste container assessments, providing training, and disseminating educational materials. They provide educational materials to MFDs detailing ACI’s bulky-item collection program to encourage participation. MFD outreach efforts have included supporting the implementation of routine (e.g., weekly) bulky collection services at larger MFD properties to reduce the need for property managers to schedule individual pickups. SCS has also provided door-to-door education, including move-in and move-out guidance, to reinforce proper disposal practices and increase awareness of available waste services.
Their knowledge of the local Alameda community, gained through years of collaboration, will be valuable in determining best practices for addressing challenges encountered in the field. Strategies for successful outreach to the project, drawn from previous experience in Alameda, will include identifying high-traffic areas for potential intercept surveys and leveraging local connections for MFDs through prior outreach work, as needed.
Laura Johnson and Lauren Romanazzi have attended Doug McKenzie-Mohr’s CBSM training workshop, and Brett Wilks has three years of experience conducting fieldwork for CBSM projects. Prior CBSM fieldwork included door-to-door outreach, public intercept surveys, and focus group recruitment.
HF&H Consultants
HF&H’s experience aligns closely with the City’s outreach objectives, particularly in CBSM, stakeholder engagement, public education, and Zero Waste planning. HF&H helps jurisdictions turn policy requirements into behavior change initiatives that improve participation, reduce contamination, and support compliance with SB 1383 and related mandates. HF&H has supported the City of Alameda for over thirty years with planning, implementing, and administering solid waste and recycling services.
Annually, HF&H assists with reviewing the City’s collection operator’s rate adjustment applications for accuracy and transparency. The firm also supported the City with procuring new solid waste and recycling services, which commenced on July 1, 2021. Most recently, HF&H supported the City in the development of their 2025 Zero Waste Implementation Plan. HF&H will bring these combined experiences to ensure the multi-family CBSM campaign is integrated into the City’s larger zero waste goals and services, targets the right stakeholder population, and is implemented in an operationally feasible manner in coordination with the City’s collection operator. In addition to bringing a deep understanding of the City’s broader zero waste goals, including efforts to engage underserved populations, HF&H will also bring insights gathered from our experiences working with other jurisdictions on CBSM campaigns. Most recently, HF&H partnered with the City of Sunnyvale and the West Valley Solid Waste Management Authority (WVSWMA) to design and implement CBSM pilot programs to increase food scrap collection at multi-family properties. HF&H has continued to support WVSWMA on a range of other CBSM initiatives across multiple sectors and behaviors. We also recently completed several bulky-item collection program evaluations for clients, including the City of Dublin and the City of Oakland, which will provide the City with a deeper understanding of barriers, solutions, and the feasibility of scaling different program options.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 12 Actionn Researchh Keyy Stafff
The City will have access to an accomplished team of professionals on this project. Detailed resumes are provided for Action Research’s four CBSM experts (*) in Appendix A.
Jennifer Tabanico, President*
Education: Master’s in Experimental Psychology (CSU San Marcos) Training & Certifications: CBSM Introductory and Advanced Trainings; CBSM workshop moderator; Certificate in Data Analysis for Evaluators and Applied Researchers (The Evaluators Institute) Role: Behavioral science and CBSM Expertise
Project Contribution: Approximately 120 hours
Jennifer is recognized internationally as an expert in applying behavioral science and CBSM to foster a wide range of
environmental behavior changes. With 25 years of experience, she has worked with federal, state, and local government agencies, private companies, and organizations worldwide. Jennifer is skilled at translating insights from the behavioral sciences so that they are accessible to practitioners creating effective behavior change initiatives. Her work has been published in peer-reviewed journals, including the Journal of Environmental Psychology, Social Influence, Criminology, and Social Marketing Quarterly.
She has contributed chapters to books on producer responsibility, hazardous waste management, and social marketing. She is a co-author of the 4th edition of Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Since 2016, Jennifer has served as an instructor for the Behavior Change and Sustainability and the Sustainable Business Practices Certificate Programs at the University of California San Diego Extended Studies.
Joey Schmitt, Director*
Education: Master's in Experimental Psychology (CSU San Marcos) Training & Certifications: CBSM Introductory and Advanced Trainings; CBSM workshop moderator; Supervising Employees certificate (CSUSM)
Role: Project direction, staff oversight, deliverable review Project Contribution: Approximately 70 hours
Joey has extensive experience managing and directing projects for multi-jurisdictional public agencies, non-profits, and private businesses. With 15 years of experience, he has directed CBSM projects on recycling, composting, waste reduction, stormwater, energy conservation, and transportation. He assists Dr. Doug McKenzie-Mohr with CBSM workshops, answering technical process questions throughout. His background is in applied social psychology, and he has extensive expertise in designing field experiments. He has worked in both professional and academic positions, conducting research on environmental attitudes, community outreach, and behavior change. His most recent publications appear in the journal, Energy, and the Handbook of Persuasion and Social Marketing. Most recently, he co-authored a chapter on intervention implementation in a forthcoming applied social psychology textbook.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 13 Jessica Blasjo, Project Director*
Education: Bachelor’s in Sustainability, Minor in Interdisciplinary Studies (SDSU)
Training & Certifications: CBSM Introductory Training
Role: Implementation oversight; Project management and
coordination
Project Contribution: Approximately 73 hours
Jessica is well-versed in using CBSM research methods and tools to create and implement educational outreach programs that engage audiences in sustainable behaviors. With 8 years of experience, she is adept at managing project deliverables and adapting strategies to client needs across all spheres, including stormwater, transportation, conservation, and waste.
Jessica Cooper, Research Director*
Education: Master's in Experimental Psychology (CSU San Marcos) Training & Certifications: CBSM Introductory Training; Data Analytics for Applied Researchers
Role: Research strategy, analysis, and reporting
Project Contribution: Approximately 120 hours
Jessica has 14 years of experience managing and designing qualitative and quantitative research projects for a diverse array of clients, including government agencies. She has conducted research to identify perceived barriers and benefits for various waste and recycling CBSM projects. She is trained in advanced statistics, including multivariate analysis, and, as a member of the American Association for Public Opinion Research, Jessica stays up to date on market research, statistics, and research methodology best practices.
Dani Ballard, Research Manager
Education: Associate’s in Computer Science (Parks College, Denver) Training & Certifications: CBSM Introductory Training; Data Analytics for Applied Researchers
Role: Research implementation and oversight, training
Project Contribution: Approximately 55 hours
Dani has 25 years of experience in survey research and qualitative data collection. She oversees all aspects of research implementation, including administration, interviewer and field staff training, data tracking and management, analysis, and reporting.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 14 Kim Nguyen, Project Manager
Education: Bachelor’s in Marketing and minor in Accounting (SDSU) Training & Certifications: CBSM Introductory Training
Role: Creative task oversight; Translation and production coordination
Project Contribution: Approximately 20 hours
With a background in marketing and research and over 7 years of professional experience, she manages complex behavior-change and research projects for public agencies. She currently oversees the day-to day management of a multi-task, countywide environmental education and CBSM contract for the County of San Diego’s Watershed Protection Program, coordinating project schedules, deliverables, budgets, invoicing, subcontractors, and client communications across multiple program areas. Her experience includes managing surveys, focus groups, interviews, and other research activities. She also coordinates with creative, translation, printing, and promotional product vendors, ensuring high-quality products are delivered on time and within budget. Kim also supports campaign implementation through event coordination, field work, and stakeholder engagement.
Kris Nelson, Project Manager
Education: Master's in Psychological Science (CSU San Marcos) Training & Certifications: CBSM Introductory and Practical Applications training
Role: Development and implementation of community-based social marketing outreach
Project Contribution: Approximately 100 hours
Kris has experience managing research projects in a variety of community-based and behavioral health settings. With a background in psychological science and 5 years of experience managing research projects, he has strong skills in project management, research design, data analysis, and communication of research findings. Along with community-based research, Kris is an instructor of Research Methods in Psychology at California State University San Marcos.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 15 Ed Alvarez, Project Associate
Education: Bachelor’s in Drama (UC Irvine)
Training & Certifications: CBSM Introductory Training
Role: Coordinate and document project activities; Outreach support Project Contribution: Approximately 90 hours
Ed has over 7 years of experience in public outreach/education. As a Project Associate, they implement a range of research strategies, including interviews, surveys, and observations. They also develop ongoing relationships with local organizers to provide the resources and actionable steps needed for residential and commercial audiences during scheduled meetings and/or community gatherings. Ed is adept in their ability to synthesis complex waste management and stormwater topics into easy-to-follow presentations to encourage lasting behavioral change.
Randy Caymo, Creative Associate
Education: Associate’s in Multimedia Design (Platt College, San Diego)
Training & Certifications: CBSM Introductory Training
Role: Design and develop print, digital, web and branding elements for marketing campaign collateral and outreach materials.
Project Contribution: Approximately 70 hours
Randy is a seasoned graphic designer and production artist who always exceeds expectations. With 19 years of experience, he has completed a wide array of graphic, web and video projects for public, corporate, entertainment, and non-profit sectors. Randy is highly skilled, goal-oriented, and adaptable with a keen eye for detail across graphic, web, and video.
Michael Walsh, Creative Associate
Education: Bachelor’s in Urban Studies (Vassar College) Training & Certifications: CBSM Introductory Training
Role: Create digital and print material content to empower residents to keep our communities healthy.
Project Contribution: Approximately 15 hours
Michael is a skilled writer and content creator with 7 years of experience in the public and private sectors. As a Creative Associate, he crafts client social media calendars, writes blog posts, runs digital ads, and helps create print materials for behavior change programs.
Michael is an expert at making complex concepts understandable for the public, as well as building communities on social media.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 16 Subcontractorr Keyy Staff
Dr. Doug McKenzie-Mohr, Scientific Advisor
Education: Ph.D., Psychology (University of Waterloo)
Training & Certifications: B.F. Skinner distinguished lecturer Role: Behavioral Science and CBSM Expertise.
Project Contribution: Approximately 10 hours
For over four decades, Dr. Doug McKenzie-Mohr has worked to incorporate scientific knowledge on behavior change into the design and delivery of environmental programs. Doug is the author/co- author of six books on community-based social marketing -- one of which, "Fostering Sustainable Behavior," has been recommended by Time magazine and has become requisite reading for those who deliver environmental programs.
Community-based social marketing (CBSM) has become the global standard for delivering environmental behavior change programs, and over 75,000 have attended his workshops. His work has been featured in the New York Times, and he is the recipient of the American Psychological Association's inaugural award for innovation in environmental psychology, the World Social Marketing Conference's inaugural award for contributions to the field of social marketing.
Cara Gurney, Zero Waste and Community Engagement Advisor Education: Master's in Environmental Management (University of San Francisco)
Training & Certifications: CBSM Training; Roots of Success Eco- Literacy Certification; Community Organizing Certificate (City College of San Francisco)
Role: Subject-matter expertise; cultural-relevance review; community engagement strategy and partnerships
Project Contribution: Approximately 35 hours
Cara Gurney is a community engagement and behavior-change strategist with more than 20 years of experience designing and implementing environmental outreach campaigns for California public agencies. They bring extensive experience leading waste reduction, recycling, composting, HHW, and bulky-item outreach programs, with expertise in engaging multifamily residents and underrepresented communities through culturally relevant strategies. They have supported behavior-change initiatives informed by CBSM. Cara has designed and delivered evidence-based campaigns for agencies including the San Francisco Environment Department, SFPUC, Zero Waste Marin, and the City of San Diego, and was recognized with the San Francisco Commission on the Environment’s Environmental Service Award. While at the Department, they designed and led a multifamily bulky-item collection campaign that increased resident participation and expanded hauler collection service routes. The campaign and lessons learned were presented at the California Resource Recovery Association (CRRA) conference.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 17 Lauren Romanazzi, Project Director (SCS Engineers)
Education: Master’s in Sustainable Management (Presidio Graduate School) Training & Certifications: CBSM Training
Role: Project direction for SCS Engineers, staff oversight, and deliverable review Project Contribution: Approximately 15 hours
Lauren is an environmental leader with 15 years of experience in government and integrated waste management. She is skilled in sustainable program development, contract management, policy implementation, stakeholder engagement, and customer service. A strong communicator and organizer of complex projects, she has managed tasks involving organic waste disposal, regulatory compliance, policy/program development, and education and behavior change. She has analyzed data on illegal dumping programs, managed disposal-related budgets, tracked and reported municipal diversion rates, and implemented composting and recycling programs at various locations. She currently serves as the Project Director for the Zero Waste Technical Assistance project in Alameda. Lauren has completed the Introductory Workshop in Community-Based Social Marketing and has overseen CBSM projects in the last three years.
Laura Johnson, Project Manager (SCS Engineers)
Education: Bachelor of Science (Eastern Washington University) Training & Certifications: CBSM Training
Role: Project manager for SCS Engineers, staff oversight, and deliverable review Project Contribution: Approximately 40 hours
Laura is a Senior Project Professional and a certified CBSM specialist skilled in database management, interpersonal communication, organization, event planning, environmental education, and customer service. She has over 4 years of experience supporting Sustainable Materials Marketing efforts in waste characterization studies, zero- and solid- waste management plan preparation, business waste reduction, recycling technical assistance, disposal reporting review and monitoring, general research, and report writing. She works closely with clients and SCS supervisory staff, overseeing field activities, conducting site visits, performing fieldwork, and preparing reports. She has served as the Project Manager and primary point of contact with the City of Alameda for the past 4 years of the Zero Waste Technical Assistance.
Brett Wilks, Staff Professional (SCS Engineers)
Education: Bachelor’s in Environmental Studies (University of California, Santa Cruz) Training & Certifications: SCS Health and Safety Training Role: Project field staff
Project Contribution: Approximately 50 hours
Brett Wilks is an SCS Staff Professional and Sustainable Materials Management Specialist. He has 3 years of experience in outreach and education, research methods, technical assistance, data analysis, and report writing. Brett is currently providing extensive technical assistance to commercial and multifamily dwelling properties within the City of Alameda. The primary focus is on Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 18 increasing diversion rates through participation in recycling and organics programs. The technical assistance provided includes right-sizing waste services, door-to-door outreach, and personal training.
Record keeping and reporting of progress is continually updated through the Recyclist database while conducting technical assistance.
Todd Sutton, Staff Professional (SCS Engineers)
Education: Bachelor’s in Business Administration / Marketing (C.S.U. Sacramento) Training & Certifications: CBSM Training; Solid Waste Management Certificate. U.C.
Berkeley
Role: Project Field staff
Project Contribution: Approximately 90 hours
Todd has worked directly with the City of Alameda Public Works Zero Waste program staff for over six years, providing commercial technical assistance (CTA). While performing this work, he routinely communicates with City staff and the franchise waste hauler, ACI, staff, including the commercial route supervisors, the Alameda sustainability specialist, and the sustainability program manager. Todd has extensive experience working with multi-family property managers (PMs), assisting them with compliance with State and local laws and ordinances. Bulky item collection program assistance includes professional support to multi-family site property management to assist them with the challenges associated with identifying appropriate on-site locations to stage bulky items prior to collection, coordination of collection services with the ACI route supervisors, and routine evaluation to ensure smooth operations for the ongoing bulky item collection programs at participating multi-family properties.
Rob Hilton, President (HF&H Consultants)
Education: Bachelor’s in Political Science and Public Administration (UC Davis)
Training & Certifications: Zero Waste Principles and Practices (Joint Certification by California Resource Recovery Association and Solid Waste Association of North America), Institute of Management Consultants USA, CBSM Training
Role: Technical knowledge, stakeholder mapping, and hauler relationship
Project Contribution: Approximately 5 hours
Rob Hilton brings over 22 years of experience advising public agencies on solid waste and recycling systems, with a focus on strategic planning, policy development, and contract negotiation. He supports agencies in addressing complex operational, contractual, and financial considerations while advancing high-diversion and zero-waste goals and meeting SB 1383 requirements. Rob leads multidisciplinary teams and provides executive-level guidance on program structure, franchise agreements, and performance management. His experience includes stakeholder engagement, the development of municipal policies and codes, and the alignment of programs with long-term sustainability and ratepayer protection objectives.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 19 Felisia Castaneda, Project Manager (HF&H Consultants) Education: Bachelor’s in Economics (Occidental College); Bachelor’s in Urban and Environmental Policy (Occidental College)
Training & Certifications: Zero Waste Principles and Practices (Joint Certification by California Resource Recovery Association and Solid Waste Association of North America), CBSM Training
Role: Technical knowledge, stakeholder mapping, and hauler relationship
Project Contribution: Approximately 20 hours
Felisia Castañeda brings over 14 years of experience supporting public agencies with regulatory compliance, program analysis, and implementation of solid waste and sustainability initiatives. She supports clients in interpreting requirements and developing compliant programs and processes, including for SB 1383 and SB 54 implementation. Felisia has experience with franchise agreement negotiations, technical assistance outreach, and coordinating with businesses, agencies, and regulatory bodies to support compliance efforts and improve program participation. She applies quantitative and qualitative analysis to evaluate existing programs and develop tailored recommendations that support diversion and long-term sustainability goals. Her experience includes zero waste planning and development of education and outreach programs for diverse audiences.
Sara Parral, Project Manager (HF&H Consultants)
Education: Master’s in Negotiation, Conflict Resolution and Peacebuilding (CSU Dominguez Hills)
Training & Certifications: Zero Waste Principles and Practices (Joint Certification by California Resource Recovery Association and Solid Waste Association of North America), CBSM Training
Role: Technical knowledge, stakeholder mapping, and hauler relationship
Project Contribution: Approximately 35 hours
Sara Parral brings over 16 years of experience supporting public agencies in solid waste and recycling programs, with a focus on designing and delivering outreach and education initiatives that support participation and diversion. She specializes in applying community-based social marketing (CBSM) principles to develop behavior-focused strategies and supports SB 1383 planning and implementation, contract management, and regulatory compliance. Sara develops work plans, messaging, and education materials that translate technical program requirements into clear actions for target audiences. Her experience includes stakeholder engagement, customer service, and building partnerships that support effective implementation of zero waste and sustainability initiatives.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 20 Litigationn
Action Research, Dr. Doug McKenzie, Cara Gurney, and HF&H Consultants affirm that we are not party to any state or federal litigation nor have worked under contract with a party named in a lawsuit. Details on SCS Engineers’ Litigation is provided on the following pages.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 21 Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 22 Scopee off Servicee
Proposall Overvieww
The City of Alameda seeks to increase participation in its multifamily bulky-item pickup program by applying community-based social marketing (CBSM). While the immediate objective is to design and implement a pilot that increases utilization of the existing service among multifamily residents, the project also provides an opportunity to strengthen the City's ability to apply CBSM principles to future waste reduction and diversion initiatives under the 2025 Zero Waste Implementation Plan (ZWIP).
Consistent with the CBSM methodology, our proposed approach begins with foundational behavioral research to identify and clearly define priority behaviors, understand the audience’s barriers and benefits, map stakeholder roles and processes, and identify optimal intervention opportunities. These findings will inform the design and implementation of one or more pilot strategies designed to increase program participation. Equally important, the research and pilot findings will provide the City with actionable insights, practical tools, and organizational knowledge to strengthen the City's long-term capacity to apply CBSM principles to other waste reduction and diversion initiatives.
Whyy CBSMM iss thee Rightt Approachh
CBSM is based on research in the behavioral sciences demonstrating that behavior change is often most effectively achieved through community-level initiatives that remove barriers to an activity while simultaneously enhancing its benefits. It is an evidence-based framework for designing and implementing behavior change programs that deliver measurable, sustainable results1. As illustrated in Figure 1, CBSM follows a five-step process: (1) selecting target behaviors; (2) identifying barriers and benefits; (3) developing strategies that reduce the barriers to the behaviors, while simultaneously enhancing the benefits; (4) pilot testing the strategies; and (5) broadly implementing and evaluating the most cost-effective strategies from the pilot tests. This structured methodology helps ensure that programs are built on evidence rather than assumptions and that resources are directed toward the specific actions most likely to produce meaningful outcomes.
The CBSM framework is particularly well-suited to Alameda's multifamily bulky-item disposal challenges, where participation is influenced by a combination of personal and contextual factors. While lack of awareness of the City's bulky-item pickup service may be one barrier, participation may also be affected by convenience, property management practices, perceptions of what others in the community do, service accessibility, competing priorities, and uncertainty about how the program works. Through direct engagement with residents and other key stakeholders, CBSM uncovers the factors influencing behavior and uses those insights to design targeted behavior change strategies. 1 McKenzie-Mohr, D. (1996). Promoting a sustainable future: An introduction to community-based social marketing. Ottawa: Renouf. See also: McKenzie-Mohr, D. & Tabanico, J. (2025). Fostering sustainable behavior: An introduction to community-based social marketing. 4th edition. Wren’s Gate.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 23 Figure 1: Community-Based Social Marketing Framework CBSM provides an advantage over many standalone behavior change approaches because it serves as a decision-making and planning framework rather than a single intervention strategy. In recent years, a variety of behavior change frameworks and approaches have gained popularity among environmental practitioners, including behavioral economics, nudges, the EAST (Easy, Attractive, Social, Timely) framework, social norm strategies, and habit-formation approaches. These approaches have expanded the toolkit available to program designers and offer valuable insights into how behavior can be influenced under specific circumstances. However, these approaches alone generally provide limited guidance on which behaviors to prioritize, which barriers to address, or which intervention strategies are most appropriate for a particular context2. CBSM provides a systematic process for incorporating tools and insights from these and other approaches within a research-driven framework.
Taskss andd Deliverabless
The tasks outlined in the RFP have been reorganized to better align with the CBSM framework while preserving the City's original goals, major tasks, and desired deliverables. The overall scope remains unchanged. However, the proposed approach sequences project activities so that findings from each phase inform subsequent work, ensuring that behavior selection, audience research, strategy development, pilot testing, and evaluation are integrated into a cohesive and efficient process. Key refinements for CBSM alignment are as follows:
x moving behavior prioritization earlier in the process to ensure that subsequent barrier and benefit research is focused on the behaviors with the greatest potential impact, x expanding barrier and benefit research to include behavioral chain mapping, x ensuring a clear connection between research findings and strategy design by incorporating strategy tables, and
x emphasizing small-scale pilot testing of multiple strategies over a single long-term pilot. 2 Grilli, G., & Curtis, J. (2021). Encouraging pro-environmental behaviours: A review of methods and approaches.
Renewable and Sustainable Energy Reviews, 135, Article 110039. https://doi.org/10.1016/j.rser.2020.110039 © 2026 Jennifer Tabanico, Action Research. All Rights Reserved Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 24 In addition, knowledge transfer is integrated throughout the project rather than being reserved for the final phase. In our experience, providing City staff and stakeholders with the opportunity to observe the CBSM process as it unfolds enhances learning and builds a practical understanding of how behavioral research informs program design and implementation. Therefore, throughout the project, we have integrated five mini workshops, each coinciding with major CBSM milestones. Each mini workshop will be facilitated by Jennifer Tabanico and will include a brief overview of the relevant CBSM step, a presentation of project findings, and a discussion of how those findings informed subsequent decisions.
The workshop will include opportunities for City staff and stakeholders to provide input and discuss applications to other initiatives. This knowledge transfer integration will help set the City up for future CBSM campaigns to achieve their 2025 ZWIP goals.
Taskk 1:: Projectt Initiationn andd Contextt Analysiss
Our experience across dozens of CBSM projects has shown that understanding program goals, stakeholder roles, operational realities, and existing data at the outset helps ensure that research and pilot efforts focus on the most important opportunities. Task 1 is designed to establish this foundation by identifying key contextual factors, confirming priorities, and developing a shared understanding of the stakeholders and systems that influence participation in the multifamily bulky-item pickup program.
This upfront investment improves project efficiency and helps ensure that subsequent phases of work are grounded not just in behavioral science best practices, but also in local realities. 1a. Kickoff Meeting. Action Research will initiate a kick-off meeting with City of Alameda staff, hauler representatives, and other stakeholders as appropriate. The purpose of the meeting will be to confirm project goals, identify key outcomes, gather relevant background information, and identify any other project parameters or constraints that may influence the implementation of research or strategies.
During the kickoff meeting, we will facilitate a Contextual Analysis Discussion to help us understand the organizational and community factors that may influence pilot implementation and success. The discussion will explore internal strengths and challenges, key stakeholders, and external opportunities and constraints that could affect project outcomes. These insights will help ensure that pilot strategies are practical, implementable, and scalable. Action Research will develop the agenda, facilitate the discussion, provide meeting notes, and prepare a detailed project timeline following the meeting.
1b. Community-Based Social Marketing Overview Webinar (optional). If desired, Jennifer Tabanico will deliver a webinar presentation of CBSM tailored to applications in waste management, including proper sorting, household hazardous waste, bulk waste, and organics collection. The overview presentation can be tailored to meet 30-, 60-, or 90-minute formats.
This webinar is offered free of charge and may be extended to include other City staff and stakeholders, as appropriate. To further bolster institutional knowledge, up to 20 complementary author copies of Fostering Sustainable Behavior: An Introduction to Community- Based Social Marketing will be included as supplementary educational material for reference throughout the project.
1c. Baseline Assessment and Stakeholder Mapping. In collaboration with our subcontractors, we will conduct a comprehensive review of existing program materials, participation data, Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 25 operational procedures, and other relevant information related to the City's multifamily bulky- item pickup program. This review may include program participation records, outreach materials, customer service data, previous studies, and qualitative insights from City staff, Alameda County Industries (ACI), property managers, and other stakeholders. As appropriate, we will conduct interviews or meetings with key stakeholders to better understand current program operations, existing challenges, and opportunities for improvement. The assessment will also draw upon relevant academic literature, behavioral science research, and examples from comparable communities. We will also develop a stakeholder map that documents the roles, responsibilities, and influence of the various actors involved in multifamily bulky-item disposal.
The results of these activities will be synthesized into a Program Assessment and Research Framework Report, which will summarize baseline conditions, available program and market data, stakeholder system map, priority behaviors and audiences for further study, and the proposed research framework that will guide subsequent phases of the project. The report will be presented to City staff for review and discussion prior to advancing to the next phase of work.
Task 1 Deliverables
1a. Meeting agenda and notes, project work plan, and schedule 1b. Complementary CBSM webinar with up to 20 book copies 1c. Program Assessment and Research Framework report
Taskk 2:: Behaviorr Prioritizationn andd Mappingg
Consistent with the CBSM methodology, Action Research will begin by identifying and prioritizing the specific behaviors that have the greatest potential to increase use of the multifamily bulky-item pickup program and reduce improper disposal. While the City's goal is to increase participation in the program, CBSM recognizes that broad goals (e.g., “use the program”) must be translated into a manageable set of clearly defined behaviors that can be effectively researched, targeted, and measured. Therefore, we will examine the full disposal journey and identify the actions most critical to program success (scheduling a pickup, preparing items, coordinating with property management, etc.). The project will also consider whether certain material types warrant focused attention, as residents may face different barriers when disposing of mattresses, furniture, appliances, electronics, or other bulky items. 2a. Identify and Define Behaviors. We will begin by creating a comprehensive list of candidate behaviors for further study. The report will be presented to City staff and relevant stakeholders for review.
2b. Behavior Selection Matrix. Potential target behaviors will be evaluated using established CBSM behavior-selection criteria, including potential impact, current adoption rates, probability of behavior change, and applicability across multifamily properties. In addition, we will layer on consideration of other factors, including feasibility of implementation, equity considerations, and opportunities for measurement. Priority will be given to those behaviors where improved participation is likely to yield the greatest diversion, abandoned waste reduction, operational, or community benefits. This prioritization process will help ensure that subsequent research and Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 26 pilot efforts focus on the most promising opportunities rather than treating all bulky-item categories as if they present the same barriers and motivations. 2c. Behavioral Chains. A key component of this task is identifying and mapping behavioral chains. In many cases, what appears to be a single behavior – such as properly disposing of a mattress – is actually a series of sub-actions, each with unique barriers. For example, a resident may need to determine whether an item is eligible for pickup, identify how to schedule service, contact a property manager, schedule the service, prepare the item for collection, and place it in the correct location at the appropriate time. Each step within the behavioral chain may have its own barriers, benefits, and opportunities for intervention. By breaking complex behaviors into their component actions, the project can more accurately identify where participation breaks down and where interventions are most likely to be effective. For each priority behavior, Action Research will develop preliminary behavioral chains and decision-process models that illustrate how residents, property managers, and other stakeholders currently navigate participation in bulky-item disposal. These findings will establish a clear behavioral focus for subsequent barriers and benefit audience research and intervention development activities.
Following completion of the above tasks, Jennifer Tabanico will host a mini workshop focused on CBSM Step 1: Behavior Selection.
Task 2 Deliverables
2a. Comprehensive audience/behavior inventory
2b. Behavior selection matrix; Recommended behavior justification memo 2c. Behavioral chain maps for priority behaviors; Mini-workshop #1 Taskk 3:: Markett Researchh andd Audiencee Segmentationn Action Research will conduct research to better understand the real (and perceived) barriers, benefits, and contextual factors influencing participation in the multifamily bulky-item pickup program.
Consistent with the CBSM framework, the audience insights will directly inform the development of the pilot strategies. Because substantial research has already been conducted on waste disposal behaviors and participation in various collection programs, Action Research does not recommend conducting a large-scale survey or costly focus groups. Instead, project resources will focus on validating the barriers and benefits identified in Task 2 and on identifying context-specific factors that facilitate or inhibit participation. This approach preserves resources for strategy development, pilot implementation, and evaluation while ensuring that research efforts adequately address critical gaps in understanding. 3a. Equitable Audience Research Methodology. We will develop a research plan and submit it to the City for approval prior to conducting any research activities. Based on our current understanding of project parameters and resources, we recommend a three-tiered research approach consisting of intercept surveys with residents at randomly selected multifamily properties, interviews with property managers at the selected sites, and structured observations of relevant physical conditions. This approach allows the project team to engage directly with residents in the context where bulky-item disposal decisions occur, capture operational perspectives from those responsible for managing properties and communicating available services, and document contextual factors that may facilitate or inhibit participation.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 27 Together, these methods provide a more complete understanding of the behavioral, social, and contextual factors affecting participation in the bulky-item pickup program.
We will apply an equity framework3 to understand the context and the community before designing the audience research methodology. Research methods and tools will be informed by demographic, linguistic, housing, and socioeconomic characteristics of Alameda's multifamily communities to ensure that diverse perspectives are represented. Ultimately, we are flexible in allocating research resources to best address critical gaps in our understanding of the audience while ensuring that no group is systematically excluded. 3b. Research Materials and Protocols. We will develop qualitative and quantitative research instruments, including the resident survey, property manager interview guide, structured observation coding sheets, and data files. The research instruments will be designed to capture both participation barriers and material-specific barriers associated with priority items, such as mattresses, furniture, appliances, electronics, and other bulky materials identified during Task 2. 3c. Research Administration. Following City approval of the proposed research methodology, trained survey staff will conduct brief door-to-door interviews with residents at selected properties. If residents do not answer the door, are not adults, or are unable to complete the survey in the language available on-site, survey staff will leave a project flyer with a QR code linking to an online version of the survey. With this multi-mode approach, we aim to achieve 60 completed surveys. To ensure research meets the 2020 Language Access Plan for Limited English Proficient Persons, the online survey and leave-behind materials will be available in English, Spanish, Mandarin, and Cantonese.
Property manager interviews will be conducted to better understand current property management awareness, practices, communication channels, operational constraints, resident challenges, and other opportunities to increase participation in the bulky-item pickup program.
While on site, interviewers will observe and document contextual factors that may influence participation in the bulky-item pickup program, including physical infrastructure, signage, accessibility of collection areas, evidence of improper disposal, property layout, language accessibility, and other environmental or operational conditions that may facilitate or hinder desired behaviors. These observational insights often reveal barriers and opportunities that are difficult to identify through surveys alone and can help strengthen the design of subsequent pilot strategies.
3d. Analysis and Reporting. Upon completion of data collection, Action Research will analyze and synthesize the findings into a practical assessment of personal and contextual barriers, perceived benefits, motivations, and behavioral pathways. The analysis will also seek to identify differences across audience segments, property types, and housing contexts that may influence participation. The summary memo will include recommendations for pilot strategies that address the identified barriers and enhance appropriate motivations. The report will be 3 Salmons, J. (2023, May 19). Using an equity lens to design your research. Sage Research Methods Community. https://researchmethodscommunity.sagepub.com/blog/using-an-equity-lens-to-design-your-research Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 28 presented to City staff and stakeholders in a working session to support the transition into strategy development and pilot design.
Following completion of the above tasks, Jennifer Tabanico will host a mini workshop focused on CBSM Step 2: Barrier and Benefit Research.
Task 3 Deliverables
3a. Research plan memo including equity lens analysis
3b. Draft and final research instruments; translation; survey programming and hosting 3c. Final data files in Excel, Word, or other usable formats for City records 3d. Audience and context research summary; Research results presentation; Research presentation meeting agenda and notes; Mini-workshop #2 Taskk 4:: Strategyy Developmentt andd Campaignn Designn The purpose of this task is to translate the findings from the previous tasks into practical, evidence- based strategies designed to increase participation in the multifamily bulky-item pickup program.
Consistent with the CBSM framework, proposed strategies will be developed to address the specific barriers identified during research while enhancing the benefits and motivations associated with the target behavior(s). Conversely, for undesirable behaviors such as illegal dumping, we will identify opportunities to increase friction, reduce perceived benefits, and weaken social acceptance, thereby making those behaviors less likely to occur.
4a. Strategy Tables. Action Research will utilize findings from Tasks 1 through 3 to develop strategy concepts that address both participation-level barriers and, where appropriate, material-specific barriers associated with high-priority bulky items. Particular attention will be given to identifying opportunities to improve performance across the behavioral chains, recognizing that participation often depends upon successfully completing a series of actions rather than a single behavior. Strategies may incorporate one or more behavior change tools commonly used in CBSM, including:
x Convenience: Simplifying participation through process improvements, clearer instructions, scheduling enhancements, improved access, or other approaches that reduce effort and friction.
x Social Diffusion: Leveraging resident leaders, property managers, maintenance staff, or community organizations to make the behavior visible and facilitate information sharing.
x Social Norms: Communicating information about positive participation rates, community expectations, or the growing number of residents participating. x Prompts: Providing reminders at key decision points to encourage participation and reduce forgetting.
x Commitments: Creating natural opportunities for residents to make voluntary commitments and implementation plans to participate in the program. x Persuasive Communication: Developing messages that leverage credible messengers, local impacts, audience values, stories, emotion, and shared identity.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 29 x Feedback: Providing information regarding participation, outcomes, or program performance to reinforce desired behaviors.
We will develop a comprehensive strategy table that clearly links each identified barrier and benefits research to one or more proposed behavior change tools. The strategy table will also identify recommended messages, messengers, partnerships, communication channels, implementation considerations, and evaluation metrics for each concept.
Based on our experience implementing CBSM programs, we anticipate identifying up to five potential pilot concepts for consideration. These concepts will be presented to City staff in a working session to review findings, discuss feasibility, assess cultural relevance, and identify viable strategies for advancing into the pilot implementation phase. This collaborative process helps ensure that selected pilots are behaviorally sound, operationally feasible, scalable, and aligned with City priorities and available resources.
4b. Campaign Design. Following the selection of the pilot strategies, Action Research will further develop each concept into a comprehensive plan that provides a clear roadmap for implementation. Building on the strategy table, these plans will refine the recommended audiences, behaviors, messages, messengers, communication channels, and engagement tactics for each pilot. The plans will also identify opportunities to leverage partners, property managers, resident leaders, and other stakeholders to support implementation and increase participation. It will also clearly delineate the roles and responsibilities of City staff and partners.
As part of this effort, Action Research will develop a creative brief for each selected pilot strategy to guide the development of the collateral and creative assets needed to support each pilot. The creative brief will serve as the bridge between strategy development and material creation, ensuring that all outreach and engagement efforts are consistent in language and tone and grounded in behavioral science and audience insights.
Following completion of the above tasks, Jennifer Tabanico will host a mini workshop focused on CBSM Step 3: Strategy Development.
Task 4 Deliverables
4a. Strategy table linking research to strategy concepts; Strategy meeting agenda and notes 4b. Campaign plan; Creative brief; Creative meeting agenda and notes; Mini workshop #3 Taskk 5:: Messagee andd Collaterall Developmentt
Building upon the selected pilot strategies and engagement plans developed in Task 4, Action Research will develop outreach materials, communication assets, and engagement tools needed to support pilot implementation.
5a. Message Development and Testing. Action Research will develop message concepts and creative approaches tailored to the target audiences and pilot objectives. Recognizing Alameda's diverse communities and housing contexts, we recommend testing messages and creative concepts prior to final production. Depending on the specific pilot strategies selected, message testing may include field testing of alternative messages or designs, one-on-one interviews with target audience members, small focus groups, or online AB testing. The selected approach will be based on the nature of the pilot, the communication channels being utilized, and the level of Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 30 feedback needed to ensure that messages are understandable, culturally relevant, credible, attention-grabbing, and motivating.
5b. Collateral Development. Based on the results of message testing, Action Research will refine and finalize the recommended communications and collateral. Materials may include signage, property-specific materials, leave-behinds, flyers, posters, digital content, social media assets, web content, templates, and other engagement tools necessary to support pilot implementation. All materials will be developed in collaboration with the City and will be designed to align with City branding requirements, accessibility standards, and language access needs.
The final deliverables from this task will provide the City with a complete set of pilot-ready outreach and engagement materials that are informed by behavioral science, tailored to the target audience, and tested for clarity and relevance prior to implementation.
Task 5 Deliverables
5a. Message testing summary and recommendations
5b. Pilot communication toolkit and style guide; Final collateral package; Production-ready files.
Taskk 6:: Pilott Implementationn andd Goall Trackingg
A strength of CBSM is its emphasis on pilot testing before broader implementation. Rather than investing significant resources in broad outreach without evidence of effectiveness, proposed strategies are first tested on a smaller scale, allowing the City to identify the most effective and cost-efficient approaches before expanding them. This reduces risk, improves return on investment, and generates practical lessons that can inform future implementation of the City's Zero Waste Implementation Plan.
Pilot testing also provides an opportunity to evaluate alternative approaches, identify operational constraints, and build confidence in future investments before scaling more broadly. 6a. Pilot Implementation Plan. Action Research will work with the City and Alameda County Industries (ACI) to implement a pilot with up to three strategy variations. Where feasible, pilot designs will incorporate comparison groups to allow the City to assess whether observed outcomes are attributable to the intervention rather than external factors such as increased enforcement or seasonal variations. Depending on the selected behaviors, available data, and operational constraints, we will develop a robust pilot design that uses, where possible, random assignment, matched comparison groups, and pre-post comparisons.
Pilot areas will be selected collaboratively with the City and informed by the audience segmentation, audience research, and stakeholder insights developed during earlier phases of the project. Consideration will be given to selecting properties and audiences that are representative of broader multifamily housing contexts and that offer opportunities for future scaling should the pilots prove successful.
6b. Goal Tracking Framework. We will work with the City to establish a Goal Tracking Framework that identifies SMART objectives for each pilot. Depending on the selected strategies, goals may include increases in bulky-item pickup participation, reductions in illegal dumping or improperly placed bulky items, increased awareness of available services, improved property manager engagement, or other relevant behavioral outcomes. For each goal, the Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 31 framework will identify corresponding metrics, data sources, baseline measures, target outcomes, and reporting procedures to ensure that pilot performance can be monitored on an ongoing basis.
6c. Pilot Implementation. Action Research will develop pilot testing plans that document the intervention methodology, implementation procedures, data collection requirements, and performance metrics. Throughout implementation, Action Research will provide technical support to the City and project partners and will monitor pilot performance to identify opportunities for refinement and improvement. Depending on the selected strategies and implementation timeline, the pilot may use an iterative pilot-testing approach in which shorter- duration pilots are implemented, evaluated, and refined before being retested or expanded.
This approach allows the project team to make adjustments based on early findings, compare alternative approaches, and improve intervention performance over time. Alternatively, multiple versions of a strategy may be tested sequentially to determine which messages, messengers, channels, or behavioral tools are most effective. 6d. Pilot Analysis. A key objective of this task is to evaluate not only whether a strategy is effective, but also whether it represents a cost-effective use of resources. In some cases, a strategy that produces slightly smaller behavioral impacts may ultimately provide greater value because it can be delivered at substantially lower cost. For this reason, Action Research will evaluate pilot results on both behavioral outcomes and implementation considerations, providing the City with the Return-On-Investment (ROI) information needed to make informed decisions about future investments and scaling opportunities.
Upon completion of the pilot period, Action Research will analyze the results, compare outcomes across pilot groups where appropriate, and identify lessons learned, implementation challenges, and opportunities for improvement. Findings will inform recommendations for future program expansion and application under the ZWIP.
As appropriate following the above tasks, Jennifer Tabanico will host mini workshops focused on CBSM Step 4: Pilot Testing and Step 5: Broad-scale Implementation. If desired, these could be combined into a single workshop.
Task 6 Deliverables
6a. Behavioral chain maps for priority behaviors; Pilot implementation and evaluation plan; Mini workshop #4
6b. Goal tracking framework and performance metrics
6c. Check-in meeting agendas and notes; Interim evaluation reports; technical support 6d. Final evaluation and broadscale implementation report; cost-effectiveness and scaling recommendations; Mini workshop #5
Taskk 7:: Capacityy Buildingg andd Knowledgee Transferr As noted previously, a key objective of this project is not only to increase participation in Alameda's multifamily bulky-item pickup program, but also to strengthen the City's capacity to apply CBSM principles to future initiatives. Consistent with this objective, we have woven knowledge transfer throughout the project through a series of mini workshops. Therefore, this task will focus mainly on preparing the City for the broad-scale implementation and application of CBSM in future initiatives.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 32 7a. Wrap-Up Workshop. Action Research will facilitate a wrap-up workshop to present the project findings, review the CBSM process used throughout the project, discuss pilot outcomes, and identify lessons learned. Emphasis will be placed on discussing the transferability of findings to other waste reduction and diversion priorities within the ZWIP. 7b. Implementation Manual. To support future application of CBSM, Action Research will develop a tailored CBSM Implementation Guide that documents the project's research findings, selected strategies, pilot results, lessons learned, and recommendations for future implementation. The guide will include long-term tracking recommendations, guidance for evaluating future initiatives, and identification of opportunities to expand engagement and scale successful approaches. In addition, Action Research will provide the City with editable outreach materials, templates, messaging assets, and other tools developed through the project that may be adapted and reused without restriction. Together, these resources will provide the City with a practical roadmap for applying behavioral science principles to future initiatives.
Task 7 Deliverables
7a. Wrap-up workshop and discussion
7b. CBSM Implementation guide; Editable campaign templates; Long-term evaluation recommendations
Taskk Summaryy andd Initiall Timelinee
The proposed timeline assumes a start date of September 1, 2026. While this timeline is flexible and will be refined after the project kickoff, it is strongly recommended that audience research be completed either before the Thanksgiving holiday or after January 1, 2027. Research participation during holiday periods tends to be low, and responses are skewed due to differences in behavioral patterns.
Task Complete By
Task 1: Project Initiation and Context Analysis September 30, 2026 Task 2: Behavior Prioritization and Mapping October 31, 2026 Task 3: Market Research and Audience Segmentation November 30, 2026 Task 4: Strategy Development and Campaign Design January 30, 2027 Task 5: Message and Collateral Development February 28, 2027 Task 6: Pilot Implementation and Goal Tracking June 30, 2027 Task 7: Capacity Building and Knowledge Transfer August 30, 2027 NOTE: Action Research is closed for holiday recess from December 25, 2026 – January 1, 2027 Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 33 Exhibitt BB
Action Research has no exceptions to the Standard Service Provider Agreement.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 34 Appendixx AA –– Actionn Researchh CBSMM Expertt Resumess Jenniferr Tabanico,, Presidentt
Jennifer is recognized internationally as an expert in applying behavioral science and community-based social marketing to foster a wide range of environmental behavior changes, including those impacting waste, water, air quality, biodiversity, and energy. For over twenty years, she has worked with federal, state, and local government agencies, private companies, and community
organizations across the globe. Jennifer is skilled at translating insights from the behavioral sciences so they are accessible to practitioners working to create effective behavior change initiatives.
Her work has been published in peer-reviewed journals, including the Journal of Environmental Psychology, Social Influence, Criminology, and Social Marketing Quarterly.
She has also contributed chapters to books on producer responsibility, hazardous waste management, and social marketing. She is a co-author of the 4th edition of Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Since 2016, Jennifer has served as an instructor for the Behavior Change and Sustainability and the Sustainable Business Practices Certificate Programs at the University of California San Diego (UCSD) Extended Studies.
Educationn
x M.A. in Experimental Psychology, California State University San Marcos x B.A. in Psychology, Minor in Criminology, California State University San Marcos Selectedd Projectt Experiencee
CBSM: Training and Capacity-Building
Jennifer has worked with numerous agencies to provide training, consulting, and capacity-building services across a range of organizations and programs.
x Houston Zoo (2025 – Present): Delivered a three-day in-person training to Houston Zoo staff and community partners.
x City of Thousand Oaks (2024): Delivered a one-day in-person training for city staff and partners to build institutional knowledge and capacity to deliver programs using CBSM. x Ecology Action (2023 – 2024): Conducted a full-day in-person training for Ecology Action staff on methods for organizing and facilitating focus groups. The training built internal capacity for staff to conduct focus groups required as part of existing and planned grant projects. x CalRecycle (2020 – 2021): Provided 9 hours of web-based training sessions and follow-up consultation calls for CalRecycle staff and consultants. The training covered the basic concepts of community-based social marketing, behavioral science, and practical application.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 35 CBSM: Special Waste Collection Programs
Jennifer has worked with numerous agencies to apply CBSM to promote participation in special waste collection programs, including electronics, household hazardous waste (HHW), and bulky waste. x Houston Zoo, TX – Cell Phone Recycling (2025 – Present): CBSM consultation on an EPA-funded program to foster participation in collection programs for cell phones and small electronics. x City of Palmdale, CA – Multifamily Bulk Waste Pickup (2021 – 2022): Developed a behavior change program to encourage mattress recycling and decrease illegal dumping by residents living in multifamily communities.
x Whatcom County, WA – Household Hazardous Waste (2022 - 2024): Oversaw the development of the Tag It and Take It CBSM to address the improper disposal of household hazardous waste. x Salinas Valley Solid Waste Authority, CA – Food Scraps Collection: (2021 – 2022): Oversaw development of a CBSM campaign to increase participation in a food scrap collection program.
CBSM: Recycling and Waste Reduction
Jennifer has worked with numerous agencies to apply the CBSM methodology to a wide range of zero- waste initiatives, including food waste reduction and recycling contamination. x Denver Department of Public Health & Environment – Food Waste Reduction (2022 – Present):
Consulting on audience research, creative materials, and evaluation of a CBSM campaign to reduce food waste generation in residential and commercial sectors. x Swarthmore College – Campuswide Zero Waste Initiatives (2023 – 2024): Developed outreach to increase recycling and reduce contamination of waste bins in campus residence halls. Advised on the development of new campus-wide signage to improve sorting accuracy. x Stanford University – Zero Waste Building System Transition (2022 – 2023): Integrated audience and behavioral science insights into messaging and creative materials related to the campuswide Zero Waste Building Transition.
x City of Nanaimo, British Columbia – Curbside Recycling Program: (2021): Reviewed existing outreach and developed written recommendations to address curbside recycling behavior, particularly contamination.
CBSM: Current CBSM Initiatives
x Maine Department of Environmental Protection – Aquatic Invasive Species (2025 – present):
Provide CBSM expertise on statewide program addressing hunters, anglers, and boaters. x Texas Parks and Wildlife Department – Habitat Restoration (2026 – present): Advise on the development of CBSM strategies to foster landowner behaviors that protect and restore habitat for the Houston Toad.
x County of Orange, H
2OC – Stormwater Pollution Prevention(2017 – present): Advise on the application of behavioral science to countywide behavior change campaigns for water quality. x County of San Diego Watershed Protection Program – Varied Topics (2009 – present): Behavior change research and evaluation expertise for stormwater pollution prevention programs targeting residents, businesses, and youth in unincorporated San Diego County.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 36 Selectedd Relevantt Publications
Books
x McKenzie-Mohr, D. &Tabanico, J. (2025). Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (4th ed).
Book Chapters
x Tabanico, J. (2025). Designing behavior change programs to reduce waste. In A. Cabaniss (Ed.), Producer Responsibility in Practice: A Guide for Decision Makers. Lanham, MD: Bernan Press. x Tabanico, J. & Schultz, P .W. (2018). Designing outreach programs that change behavior. In A.
Cabaniss (Ed.), Handbook on Household Hazardous Waste, 2nd. Lanham, MD: Rowan & Littlefield. x Tabanico, J., Schmitt, J., & Schultz, P .W. (2015). Driving Change: The Role of Theory in Social Marketing. In D. Stewart (Ed.) Handbook of Persuasion and Social Marketing.
Peer-Reviewed Journals
x Bator, R.J., Phelps, K., Tabanico, J., Schultz, P .W., & Walton, M.L. (2019). When it is not about the money: Social comparison and energy conservation among residents who do not pay for electricity. Energy Research & Social Science, https://doi.org/10.1016/j.erss.2019.05.008 x Schultz, P .W., Bator, R., Tabanico, J., Bruni, C., & Large, L.B. (2013). Littering in context: Personal and environmental predictors of littering behavior. Environment and Behavior, 45, 35 – 59. x Bator, R., Tabanico, J., Walton, M., & Schultz, P.W. (2013). Promoting energy conservation with implied norms and explicit messages. Social Influence, 9, 69-82. x Schultz, P. W., & Tabanico, J. (2009). Criminal beware: A social norms perspective on posting public warning signs. Criminology, 47, 1201 – 1222.
x Schultz, P. W., Tabanico, J., & Rendón, T. (2008). Normative beliefs as agents of influence: Basic processes and real-world applications. In R. Prislin & W. Crano (Eds.), Attitudes and attitude change (pp. 385-409). New York: Psychology Press
x Tabanico, J., & Schultz, P.W. (2007). Community-based social marketing: A toolkit for environmental professionals. Biocycle, August 2007, 41 – 44. x Schultz, P. W., & Tabanico, J. (2007). Self, identity, and the natural environment: Exploring implicit connections with nature. Journal of Applied Social Psychology, 37, 1219 - 1247. x Schultz, P. W., Shriver, C., Tabanico, J., & Khazian, A. (2004). Implicit connections with nature.
Journal of Environmental Psychology, 24, 31 – 42.
Relevantt Professionall Memberships
x Editorial Board Member, Social Marketing Quarterly (SMQ) x Editorial Board Review Editor, Science and Environmental Communication, Frontiers in Communication and Frontiers in Environmental Science.
x Reviewer, Journal of Environmental Psychology
x Board Member, Clean Trails and National Clean Up Day
x Member, California Resource Recovery Association (CRRA) x Member, California Stormwater Quality Association (CASQA) x Member, American Association for Public Opinion Research (AAPOR) x Member, International Social Marketing Association (ISMA) x Member, Social Marketing Association of North America (SMANA) Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 37 Joeyy Schmitt,, Directorr
Joey has extensive experience managing and directing projects for multi-jurisdictional public agencies, non-profits, and private businesses. With 15 years of experience, he has directed CBSM projects on recycling, composting, waste reduction, stormwater, energy conservation, and transportation. He assists Dr. Doug McKenzie-Mohr with CBSM workshops, answering technical process questions throughout. His background is in applied social psychology, and he has extensive expertise in designing field experiments. He has worked in both professional and academic positions, conducting research on environmental attitudes, community outreach, and behavior change. His most recent publications appear in the journal, Energy, and the Handbook of Persuasion and Social Marketing. Most recently, he co-authored a chapter on intervention implementation in a forthcoming applied social psychology textbook.
Education
x M.A. in Experimental Psychology, California State University, San Marcos x B.A. in Psychology, Illinois Wesleyan University
Selectedd Projectt Experiencee
x McKenzie-Mohr & Associates – CBSM Workshop Support (2017 – Present): Provided support during CBSM training workshops hosted by Doug McKenzie-Mohr, founder of CBSM. Facilitated discussions, answered questions, and guided participants through group discussions. In virtual training sessions, and responded to chat questions about CBSM and research. x Greystar – Reduce Residential Energy Consumption (2025 – Present): Train Greystar staff on research methods and behavior change best practices.
x City of Victorville, CA, Environmental Programs – Organics Contamination Reduction (2025 – Present): Provided CBSM expertise via meetings and written report feedback on a campaign to improve residential organics collection participation to maintain compliance with SB 1383. x City of Sunnyvale; Sub to SCS Engineers – Promotion of Reusable Foodware (2024 – 2025):
Advised on the CBSM process to determine barriers and benefits to using reusable foodware at food shops. Turned research findings into behavior change strategies for the City to implement. x Ecology Action – Electric Vehicle Promotion (2023 – 2024): Trained Ecology Action Staff on research methods including survey development and focus group facilitation. x Hawaii Energy – Reduce Residential Energy Consumption (2015 – 2016): used research outcomes to develop a program to reduce residential energy consumption by promoting the use of fans instead of Air Conditioning and installing new water-efficient shower heads. x New York State Energy Research and Development Authority (NYSERDA) – Reduce Energy Consumption in Multifamily Housing (2015 – 2016): Developed an energy reduction behavior change program for residents in low- to moderate-income housing developments. Created data collection protocols, managed implementation logistics, and created a database for data entry.
Coordinated project implementation with the New York office. Conducted data analyses.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 38 x City of Cupertino – Reduce Residential Greenhouse Gas Consumption (2017 – 2018): Used research outcomes to develop a program to reduce residential energy consumption by promoting turning down water heater temperatures and setting water heaters to low or vacation mode when away for long periods of time.
x City of Sunnyvale, Environmental Services Department – Reduce Residential Energy Use and Greenhouse Gas Consumption (2015 – 2017): Provided training and support to City staff on behavior selection, barrier and benefit research, strategy development, and pilot implementation and evaluation.
x Sandia National Laboratories – Reduce Energy Consumption in Laboratory Settings (2015 – 2017): Utilized community-based social marketing reduce energy use in research labs; Conducted foundational research to identify target behaviors; Developed a survey to measure behavioral probability and penetration; and Developed an outreach strategy to reduce wasted energy from fume hoods. Responsible for project management, conducting focus groups, conducting in-person interviews, and report writing.
x Keep America Beautiful – Recycling @Work (2013 – 2015): Developed a program to increase recycling rates in workplace settings; created data collection protocols; Conducted a web survey of office employees; Conducted waste audits in 34 office building suites across the cities of Atlanta, Boston, Houston, and San Diego; Analyzed data and assisted with the final report. x Zero Waste Palo Alto – Research on Barriers and Benefits to Residential Curbside Organics Collection (2015): Developed and conducted a mail survey of residents on barriers and benefits to curbside food waste collection and food waste reduction Selectedd Publicationss
Book Chapters
x Tabanico, J. J., Schmitt, J., & Schultz, P. W. (2015). Driving change: The role of theory in social marketing. In D. W. Stewart (Ed.), The Handbook of Persuasion and Social Marketing, Volume 2 (pp. 119–154). Santa Barbara: Praeger.
Peer-Reviewed Journals
x Schultz, P. W., Estrada, M., Schmitt, J., Sokoloski, R., & Silva-Send, N. (2015). Using in-home displays to provide smart meter feedback about household electricity consumption: A randomized control trial comparing kilowatts, cost, and social norms. Energy, 90,351- 358.http://dx.doi.org/10.1016/j.energy.2015.06.130.
x Schmitt, J. (2014). Normative social influence and the moderating role of group identification: A field experiment on household electricity consumption. Master’s thesis, California State University San Marcos.
Relevantt Professionall Membershipss
x Member, California Stormwater Quality Association (CASQA) x Member, CASQA Engagement & Education Subcommittee
x Member, Social Marketing Association of North America (SMANA) Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 39 Jessicaa Blasjo,, Projectt Director
Jessica is well-versed in using community-based social marketing research methods and intervention strategies to create and implement educational outreach programs that engage audiences in sustainable behaviors. She is adept at managing project deliverables and adapting strategies to client needs across all spheres, including stormwater, transportation, conservation, and waste.
Educationn
x B.A. in Sustainability, Minor in Interdisciplinary Studies, San Diego State University Selectedd Projectt Experiencee
x County of Orange, CA, H2OC Program – Stormwater Pollution Prevention (2022 – Present):
Project direction, coordination, implementation, and reporting on CBSM outreach toolkits focused on proper waste disposal methods and other pollution-preventing behaviors. x Swarthmore College – Zero Waste Working Group (2023 – Present): CBSM guidance and project management to decrease contamination, increase sorting accuracy, and support zero- waste goals in residential spaces and dining halls on campus. x Houston Zoo – Behavior Change Training and Consultation Services (2025 – Present): Assisted with facilitation of a multi-day CBSM introductory and practical applications workshop to help build capacity amongst Houston Zoo staff and partners for research-driven initiatives. x The Bay Foundation, CA – Marina Bacteria Reduction (2023 – 2025): Strategy development, implementation, oversight and metrics analysis of CBSM initiatives to encourage boaters to use stationary pumpout stations for sewage instead of discharging overboard. x City of Victorville, CA, Environmental Programs – Organics Contamination Reduction (2025 – Present): Provided guidance and oversight for a targeted CBSM campaign to improve residential organics collection participation to maintain compliance with SB 1383. x Ecology Action, CA – Electric Vehicle Promotion (2023 – 2024): Oversight of campaign research and strategic development applying CBSM to increase the adoption of electric vehicles by driving participation in their EV promotion program.
x Minnesota Zoo – Native Mussel Conservation (2022 – 2024): Oversaw CBSM campaign creation and execution focused on reducing pollution to protect native freshwater mussel species.
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 40 Jessicaa Cooper,, Researchh Directorr
Jessica has over a decade of experience managing and designing qualitative and quantitative research projects for a diverse array of clients, including local and state government agencies. She has conducted focus groups and surveys to identify perceived barriers and benefits for various waste and recycling community-based social marketing (CBSM) projects. She is trained in advanced statistics such as multivariate analyses and as a member of the American Association for Public Opinion Research, Jessica stays up to date on market research, statistics, and research methodology best practices.
Educationn
x M.A. in Experimental Psychology, California State University, San Marcos x B.A. in Psychology, California State University, San Marcos Selectedd Projectt Experiencee
x City of San Diego, CA, Environmental Services Department; Sub to Most Likely To – Organic Waste Recycling (2025 – Present): Responsible for qualitative and quantitative research to inform the City’s marketing campaign and outreach efforts to improve residential organic waste (food scraps) recycling. Developed a discussion guide and oversaw moderation and reporting of focus groups conducted in English, Spanish, Tagalog (Filipino), and Vietnamese with multi-family residents. Designed a pre/post online campaign evaluation survey to assess residents’ awareness of and attitudes toward the program, their current practices, and barriers to participating in organic waste recycling. Analyzed pre-campaign survey data and presented written report to client; post-survey pending.
x State of Maine Department of Environmental Protection – Aquatic Invasive Species Management (2025 – Present): Oversaw expert interviews and developed a survey to assess the barriers and benefits of boater, angler, and waterfowl hunters’ equipment and gear cleaning behaviors upon exiting inland waters (CBSM Step 2). Conducted multivariate and descriptive analyses and reported actionable insights. Currently developing pilot strategy recommendations (CBSM Step 3).
x Texas Parks and Wildlife Department (TPWD) – Habitat Restoration and Protection (2025 – Present): Analyzed multiple waves of post-workshop survey data to understand residents’ property characteristics and willingness to engage in behaviors that protect and restore habitat for the Houston toad. Provided recommendations on survey questionnaire revisions for more actionable insights. Leading barriers and benefits research (CBSM Step 2); currently overseeing in-depth interviews with Texas landowners to understand why they decided to proceed with habitat restoration activities with or without the TPWD cost share program.
Relevantt Professionall Membershipss
x Member, American Association for Public Opinion Research (AAPOR) o Member, Pacific Chapter of American Association for Public Opinion Research (PAPOR) Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Project Pricing
The cost breakdown of our proposed scope of services is presented below. Project pricing covers staff and subcontractor time, as well as direct costs for materials.
Task Deliverables Cost
Task 1: Project
Initiation &
Context Analysis
1a. Meeting agenda and notes, project work plan, and schedule 1b. Complementary CBSM webinar
1c. Program Assessment and Research Framework report
1d. Workshop training plan
$25,608.00
Task 2: Behavior
Prioritization &
Mapping
2a. Comprehensive audience/behavior inventory
2b. Behavior selection matrix; Recommended behavior justification memo
2c. Behavioral chain maps for priority behaviors; Mini workshop #1 $13,618.00
Task 3: Market
Research &
Audience
Segmentation
3a. Research plan memo including equity lens analysis
3b. Draft and final research instruments; translation; survey programming and hosting
3c. Final data files in Excel, Word, or other usable formats for City records
3d. Audience and context research summary; Research results presentation; Research presentation meeting agenda and notes; Mini workshop #2
$42,450.00
Task 4: Strategy
Development &
Campaign Design
4a. Strategy table linking research to strategy concepts; Strategy meeting agenda and notes
4b. Campaign plan; Creative brief; Creative meeting agenda and notes; Mini workshop #3
$22,949.00
Task 5: Message
& Collateral
Development
5a. Message testing summary and recommendations
5b. Pilot communication toolkit and style guide; Final collateral package; Production-ready files.
$13,454.00
Task 6: Pilot
Implementation
& Goal Tracking
6a. Behavioral chain maps for priority behaviors; Pilot implementation and evaluation plan; Mini workshop #4
6b. Goal tracking framework and performance metrics
6c. Check-in meeting agendas and notes; Interim evaluation reports; technical support
6d. Final evaluation and broadscale implementation report; cost- effectiveness and scaling recommendations; Mini workshop #5 $50,692.00
Task 7: Capacity
Building &
Knowledge
Transfer
7a. Wrap-up workshop and discussion
7b. CBSM Implementation guide; Editable campaign templates; Long-term evaluation recommendations
$15,824.00
TOTAL $184,595.00
Exhibit A
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 %$
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B4595-8653 04/15/2026 9:39 AM Received by California Secretary of State
For Office Use Only
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File No.: BA20260829960
Date Filed: 4/15/2026
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 (OHFWURQLF6LJQDWXUH
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B4595-8654 04/15/2026 9:39 AM Received by California Secretary of State
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Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 8/18/2026
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35
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(A/C, No):
CERTIFICATE NUMBER: REVISION NUMBER:
$
UMBRELLA LIAB
EXCESS LIAB
AUTHORIZED REPRESENTATIVE
© 1988-2015 ACORD CORPORATION. All rights reserved.
ACORD 25 (2016/03) The ACORD name and logo are registered marks of ACORD $
INSURER F :
$
N/A
SCHEDULED
AUTOS
NON-OWNED
AUTOS ONLY
OWNED
AUTOS ONLY
HIRED
AUTOS ONLY
THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED. NOTWITHSTANDING ANY REQUIREMENT, TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS
CERTIFICATE MAY BE ISSUED OR MAY PERTAIN, THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS.
INSR
LTR
ADDL
INSD
POLICY EFF
(MM/DD/YYYY)
POLICY EXP
(MM/DD/YYYY)
PRO-
JECT
DAMAGE TO RENTED
PREMISES (Ea occurrence)
COMBINED SINGLE LIMIT
(Ea accident)
BODILY INJURY (Per person)
BODILY INJURY (Per accident)
PROPERTY DAMAGE
(Per accident)
WORKERS COMPENSATION
AND EMPLOYERS' LIABILITY
ANY PROPRIETOR/PARTNER/EXECUTIVE
OFFICER/MEMBER EXCLUDED?
(Mandatory in NH)
If yes, describe under
DESCRIPTION OF OPERATIONS below
PER
STATUTE
OTH-
ER
SUBR
WVD
THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS
CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER.
IMPORTANT: If the certificate holder is an ADDITIONAL INSURED, the policy(ies) must have ADDITIONAL INSURED provisions or be endorsed.
If SUBROGATION IS WAIVED, subject to the terms and conditions of the policy, certain policies may require an endorsement. A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsement(s).
SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE
THE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS.
07/30/2026
PAYCHEX INSURANCE AGENCY INC
225 KENNETH DR
ROCHESTER, NY 14623
(877) 362-6785
(877) 362-6785 (877) 677-0447
[email protected]
ACTION RESEARCH INC
3630 OCEAN RANCH BLVD
OCEANSIDE, CA 92056
TRAVELERS PROPERTY CASUALTY COMPANY OF AMERICA
078261257441112
A X UB-9M506741-26 04/16/2026 04/16/2027 X
1,000,000
1,000,000
1,000,000
AS RESPECTS TO WORKERS COMPENSATION COVERAGE, WAIVER OF OUR RIGHT TO RECOVER FROM OTHERS ENDORSEMENT, WC 00 03 13 (00), HAS BEEN ATTACHED TO THE POLICY. AN ENDORSEMENT HAS BEEN ADDED TO THE POLICY (OR POLICIES) THAT PROVIDES 30 DAY EARLIER NOTICE OF CANCELLATION, SUBJECT TO THE TERMS OF THAT ENDORSEMENT.
THE CITY OF ALAMEDA
2263 SANTA CLARA AVE.
ALAMEDA, CA 94501
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35 ENDORSEMENT WC 00 03 13 (00) -
POLICY NUMBER:
EMPLOYERS LIABILITY POLICY
AND
WORKERS COMPENSATION
WAIVER OF OUR RIGHT TO RECOVER FROM OTHERS ENDORSEMENT
001
ONE TOWER SQUARE
HARTFORD CT 06183
UB-9M506741-26-42-G
We have the right to recover our payments from anyone liable for an injury covered by this policy. We will not enforce our right against the person or organization named in the Schedule. (This agreement applies only to the extent that you perform work under a written contract that requires you to obtain this agreement from us.) This agreement shall not operate directly or indirectly to benefit any one not named in the Schedule.
SCHEDULE
DESIGNATED ORGANIZATION:
DESIGNATED PERSON:
ANY PERSON OR ORGANIZATION FOR WHICH THE INSURED HAS AGREED
BY WRITTEN CONTRACT EXECUTED PRIOR TO LOSS TO FURNISH THIS WAIVER.
DATE OF ISSUE: PAGEST ASSIGN: OF03-02-26 11
Docusign Envelope ID: 704FFBEF-9C60-83D7-80F4-8873B906F921 Docusign Envelope ID: B675D7C8-B54F-8CFF-8254-40CCA2557A35