COMMUNICATION SUPPORT SERVICES City of Hercules September 12, 2024 By: Ryder Todd Smith, Co-founder & Principal Jennifer Vaughn, Principal Tripepi Smith & Associates Single Source Communications
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Table of Contents COVER LETTER ................................................................................ 3 ABOUT TRIPEPI SMITH ................................................................... 4 TRIPEPI SMITH TEAM .................................................................... 11 PROJECT UNDERSTANDING ........................................................ 12 CLIENT WORK & REFERENCES ................................................... 14 COST PROPOSAL .......................................................................... 16 Single Source Communications
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COVER LETTER Thank you for the opportunity to present Tripepi Smith’s offerings in response to the City of Hercules’s interest in outreach efforts. This proposal offers all requested information, including Tripepi Smith’s understanding of your needs, our approach to addressing them, our cost proposal and more. Tripepi Smith has a deep understanding of the unique dynamics of local communities: over 200 local government agencies, primarily in California, have chosen us to support their communications needs. Our experience spans numerous successful initiatives, where we have consistently achieved tangible, impactful results. The team consists of over 65 communication experts — robust enough to support your goals, yet small enough to be nimble and responsive. We offer a spectrum of skills that allows us to match the appropriate resource to the task at hand, letting us execute faster at reduced engagement costs. These resources vary by both years of experience and core hard skills (graphic design versus videography versus writing versus social media, for example). Independent of skill set, each team member is active in the world of local government. The result: we have the ability to tell impactful, localized stories across communication mediums, all within our one team. The City of Hercules will need only one communications partner. Engaging constituents and telling your agency’s story is not a simple matter. It takes work, consistency, innovation and creativity to make an impact. We are confident that our dedication and proven track record make us the right partner for the City of Hercules. Thank you for considering us in this endeavor. We eagerly anticipate the chance to discuss our proposal in more detail. Authorization I affirm that I have the legal authorization to bind Tripepi Smith into agreements with the City of Hercules and to make the statements below on behalf of the firm. This proposal is valid for 60 days from the date of submission. Regards, Ryder Todd Smith Co-Founder & President, Tripepi Smith & Associates, Inc. [email protected] • (626) 536-2173 • PO Box 52152, Irvine, CA 92619 [email protected] is our preferred point of contact throughout the evaluation process.
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ABOUT TRIPEPI SMITH A Public Affairs Firm that Understands Local Government Tripepi Smith excels in public affairs and marketing. Founded in 2000 and incorporated as a California corporation in 2002, the company is headquartered in Orange County, California, with staff throughout the western United States. We work in a complex environment where successful communications go hand-in-hand with marketing and technical expertise. As a full-service marketing and creative services firm, Tripepi Smith offers the right professionals for the job while being small enough to be nimble and responsive. Our team offers a broad spectrum of experience and skills that allows us to apply the appropriate resource to the appropriate tasks; this allows us to execute work faster and reduce engagement costs. Tripepi Smith's team comprises over 65 full-time professionals experienced in local government. Our staff includes former municipal employees with backgrounds in creative services, public information and city management, as well as seasoned directors, analysts and practice area specialists. Accredited public relations (APR) professionals guide effective messaging while policy wonks provide counsel on public affairs. TS Creatives fashion compelling branding, websites, print and digital design, social media, photography and videography. We employ multiple FAA-certified drone pilots and operate a full-scale video production studio with extensive event and broadcast experience. The Result: We have can tell a complete story across mediums, all within our one team.
Firm Structure and Financial Matters Tripepi Smith was founded in 2000 and incorporated in 2002 as a California S Corporation. The firm has two corporate officers, who are also the co-founders with equal ownership of the business: Co-Founder & President Ryder Todd Smith Chief Financial Officer Nicole Smith Ryder and Nicole have signing authority to bind Tripepi Smith into agreements with clients. Tripepi Smith has generated a profit every year it has been in operation. We have never had a legal claim filed against us and have never failed to fulfill a contract commitment. In addition to the president/CEO and CFO, multiple principals and directors oversee the day-to-day operations of a team of analysts, graphic designers, photographers and videographers. All Tripepi Smith employees report directly to the President. Please refer to our Org Chart for full details.
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Grounded in Civic Affairs CFO Nicole Tripepi Smith is a second-generation civic-affairs professional (her father was a city manager for 28 years). President Ryder Todd Smith brings over 20 years of public agency marketing and communications experience to the table. Office Locations Since early 2017, Tripepi Smith has operated in a completely virtual office environment. Being virtual enhances operational resilience and grants us access to a flexible and diverse workforce. The team — composed of policy wonks, creative message developers, broadcast specialists, videography experts, technology gurus and graphic artists — resides throughout Arizona, California, Idaho, Montana, New Mexico, Tennessee, Texas, Utah, Washington, with a majority based in California.
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Our Services Tripepi Smith operates at the intersection of marketing, technology and public affairs. We excel in each of these areas, but the true power lies in our ability to seamlessly integrate them. This holistic approach allows us to craft impactful solutions for our clients.
Strategy, Marketing, Communications Creative Services Strategic development, research, surveys, messaging Social media management Web and social media strategy, optimization (SEO), metrics Web hosting and support Email campaigns Relations (media, stakeholders, public, government) Support and training for events, presentations and virtual gatherings Digital, print, radio, out-of-home advertising Staff training (media, social media, photo, brand implementation) Full-service graphic design for digital, print and outdoor Brand and logo development Content creation (writing, editorial, thought leadership) Output services (digital distribution, print management, mail management) Illustration and information graphics Photography Videography, broadcasting, podcasting, drone Event production, technical support Animation and motion graphics Web design and implementation Single Source Communications
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Partial Client Roster We have a network of 200+ satisfied clients in the local government space. We are happy to connect you with contacts at our client agencies who can share their experience working with Tripepi Smith.
California City Management Foundation City of Aliso Viejo City of American Canyon City of Atascadero City of Azusa City of Baldwin Park City of Bellflower City of Benicia City of Burlingame City of Claremont City of Coronado (City of) Culver City City of Cupertino (City of) Daly City City of Danville City of Duarte City of El Cerrito City of Fountain Valley City of Foster City City of Fullerton City of Gilroy City of Grover Beach City of Hawaiian Gardens City of Hayward City of Huntington Beach City of Hercules City of Indian Wells City of Industry City of Irvine City of La Cañada Flintridge City of La Palma City of La Puente City of La Verne City of Lake Forest City of Lakeport City of Laguna Hills City of Laguna Niguel City of Lancaster City of Livermore City of Lomita City of Lynwood City of Malibu City of Manhattan Beach City of Manteca City of Martinez City of Menifee City of Millbrae City of Morgan Hill City of Murrieta City of Napa City of Norwalk City of Orange City of Orinda City of Pacifica City of Palm Desert City of Palmdale City of Paramount City of Pismo Beach City of Placentia City of Pomona City of Rancho Palos Verdes City of Rancho Mirage City of Riverbank City of Rolling Hills Estates City of San Clemente City of San Leandro City of Santa Ana City of Santa Clarita City of Santa Paula City of Saratoga City of Stanton City of South Gate City of South Pasadena City of Tracy Costa Mesa Sanitary District West County Wastewater District Del Paso Manor Water District Independent Cities Association Independent Cities Finance Authority Institute for Local Government League of California Cities Municipal Management Association of Northern California Municipal Management Association of Southern California Orange County City Manager Association San Gabriel Valley City Managers’ Association Claremont McKenna College Single Source Communications
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Local Government Affiliation & Support Tripepi Smith is a longstanding partner to these institutions, the majority of which have entrusted us with supporting their communications.
California City Management Foundation Municipal Management Association of Southern California California Association of Public Information Officials Institute for Local Government League of California Cities University of Southern California City/County Management Fellowship California Contract Cities Association California Special District Association Independent Cities Association Texas Association of Municipal Information Officers Orange County City Manager Association Texas City Management Association International City/County Management Association Texas Municipal League Cal-ICMA Texas Women’s Leadership Institute
San Gabriel Valley City Managers’ Association Urban Management Assistants of North Texas Municipal Management Association of Northern California Washington City/County Management Association
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Axioms We Live By Introduction In our work with over 200 local government agencies on external communications since our incorporation in 2002, we have identified many patterns, observations and insights. As a result we have developed some axioms (AKA sayings or mottos) when it comes to thinking about external-facing communications. These are just a few that we find universally true.
Content X Distribution = Impact The audience must see your content to be impacted by it.
Tripepi Smith was born in the digital era. We take digital seriously and recognize how critical it is to not only develop great visuals and messaging, but to ensure the audiences we want to reach actually see that content. “Content x Distribution = IMPACT” is how we illustrate the point: What good is content if you aren’t properly promoting, distributing or sharing it? On the other hand, what good is distribution if the content fails to engage your audience positively? We use this principle to guide a comprehensive distribution strategy that ensures we reach our target audiences.
If you don’t publish information first, someone else will–and they may not care about the facts.
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In this age of smartphones and voice-activated virtual assistants, we are used to being able to access news and information at our fingertips. When your community cannot easily find information — such as a controversial policy decision, a new housing development or a political scandal — they may resort to finding "the facts" on their own. This is especially true for crisis communications: the longer you wait to address the crisis, the more time you are giving to others to fill that void with their own research and/or opinions. So, we strive to get your information out there first, even if it is a "holding message" such as "we are aware of the situation and will use our official channels to share more info soon." By publishing information on your agency's website or some other centralized location, you, your agency leadership and your supporters will be able to easily debunk misinformation with verifiable facts and talking points.
Only a small percentage of the population understands local government the way we do.
The 3% includes local government professionals like you and consultants like us–the select few who wake up daily thinking about the complexities facing public policy and municipal management. We have our own language in local government: terms, phrases and especially acronyms. Most of the population may have little exposure to or interest in local government. They just want their utilities to work, no potholes, low crime and other securities provided by their local governments that enable a high quality of life. So, when we speak with the 97% through public outreach, we ensure our language is accessible and understandable. This mitigates any risk of alienating them; moreover, it enables an ability to build relationships and engender trust.
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TRIPEPI SMITH TEAM Organization Chart
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PROJECT UNDERSTANDING Prospect Needs The City of Hercules is seeking a partner in reaching and engaging its community on infrastructure needs and updates as well as fiscal sustainability initiatives and recognizes the importance of the educating the public as well as collecting their input and involvement. Our Approach Tripepi Smith has experience in all facets of the City of Hercules’s requests. We will accomplish these goals through Project Management, Quality Assurance and Education and Outreach Methods listed below: Project Management Tripepi Smith begins all engagements with a kickoff meeting with the client to: introduce personnel to one another, define Key Performance Indicators (metrics, goals and timelines); review project management processes; and ensure each stakeholder has a full understanding of their responsibilities. Tripepi Smith primarily uses the following tools to manage projects: • Google Workspace for email, creating real-time collaborative documents and instant messaging • Zoom or Google Meet for conference calls • Sprout Social for social media management: posting and monitoring comments/messages • Meltwater for media intelligence and media relations • Kantata for project/task management, internal project status updates and time entry These tools enable project managers to quickly determine a project’s budget status, review the schedule of tasks, send rapid notifications to the whole team if issues arise and, generally, sustain momentum on our efforts.
Quality Assurance Tripepi Smith abides by a rigorous procedure of internal review before work product or invoices ever make it to clients for review. Principals, Directors and Senior Business Analysts are all in the upper echelon of the workflow, responsible for final quality assurance of work produced by their peers. Tripepi Smith sets clear deadlines with clients to ensure expectations are met. Every team member holds each
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other accountable so that deliverables are produced in the most efficient manner possible. Real-time financials are accessible 24/7, providing the most accurate insight to adhere to a budget. Education & Outreach Methodology Tripepi Smith’s typical approach to education & outreach projects is to “measure twice, cut once”: we work with key stakeholders (including legal counsel if the occasion calls for it) to produce approved written language upfront. Any external-facing content, whatever the medium, will only use that language. This allows us to streamline the design of various deliverables so the only new information for stakeholders to review is the look and feel, versus also having to re-evaluate the text content. The method gives us the most flexibility to speed up the education process as necessary, ensuring audiences have all the facts to effectively participate in community dialogue about local issues. Our Creative Team of graphic artists, videographers and animators can transform this same written language into captivating visuals. When combined with digital placements — such as Boosting Posts on Facebook and Instagram — we can quantitatively prove reaching a significant portion of Hercules’s stakeholders. Throughout the engagement, we will monitor local/regional media outlets, Hercules’s social media sites and community-run social media sites for opportunities to address misperceptions, correct misinformation or identify new questions/concerns. Should we find new questions/concerns that our current content does not address, we will collaborate on creating new content that does, then publish it for the public. Prop 218 Should the City decide to proceed with a Prop 218 effort, Tripepi Smith understands the complexities of navigating service fee increases in California. Our team brings a wealth of experience to Prop 218-compliant outreach for cities and special districts with our approach valuing transparency and trust. • Transparency: Understanding the rationale behind potential rate adjustments is crucial. Factors like inflation, rising labor and material costs and the need to maintain aging infrastructure all contribute to increased expenses. Using strategic messaging and engaging visuals, we help clients clearly communicate these realities to residents. • Trust: Trust is just as foundational. We help clients foment this by facilitating opportunities for residents to ask questions, voice concerns and participate in the decision-making process. Our team's expertise in rate increases translates to actionable best practices for resident education and engagement. This includes guiding key messages that support understanding and collaboration, ultimately leading to a smoother and more successful education process.
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CLIENT WORK & REFERENCES Work Samples Reference Contact Info Ballot Results, Scope of Work, Work Samples City of Hawaiian Gardens Ernie Hernandez, City Manager for Commerce (formerly of City of Hawaiian Gardens) (323) 722-4805 [email protected] Nov. 2020 Measure HG: sales tax initiative – 60.72% Yes 2021 Prop 218 Education and outreach for increased trash rates Education & Outreach: Project management, strategic messaging, campaign logo development, bi-lingual informational mailers, social media posts, flyers and mailers, rate infographics
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Reference Contact Info Ballot Results, Scope of Work Performed, Work Samples City of Grover Beach Matthew Bronson, City Manager (805) 473-4567 [email protected] Nov. 2020 Measure F-20: 1% sales tax – 52.6% Yes Education & Outreach: Project management, strategic messaging, news articles, website content development, social media management, technology support, digital ad placements, media monitoring, animated videos and informational mailers
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COST PROPOSAL Time & Materials Engagement Tripepi Smith recommends a Time & Materials payment structure for the engagement. The following scope covers a 9-month period with estimated costs. Service/Deliverable Scope Project Management One-time Kickoff Call Bi-Weekly Client Check-in Call Ongoing for 9 months Up to two (2) hours Up to 60-minutes per call; agendized meetings, with to-do item recap emails after Content Production Draft talking points, FAQs, mailers, press releases, website, social media, video script, presentations 10 social media posts, 2 press releases up to 500 words, 2.5 minute long animated video script, talking points, FAQs Social Media Management & Monitoring Monitor local community-run social media groups/pages Respond to City social media site comments and messages Ongoing for 9 months Up to 1 hour per week Unlimited
Animated Video 2.5 minute video with voiceover and captioning Includes 2 drafts Website Updates Publish updated web content to City’s website Include FAQs, information on upcoming events/outreach opportunities & updated as needed Graphic Design Mailer Door Hanger Excludes print & mail distribution fees Double-sided mailer and door hanger for residents Presentations Develop power point presentations for use in the community As-needed Community Meetings Two (2) virtual meetings via zoom Includes facilitation, recording and posting on website Grand Total $61,650 Single Source Communications
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As-Needed Services Tripepi Smith will apply the following standard hourly rates and related fees for any authorized as-needed (Time & Materials) work. Such work must be clearly authorized in writing before proceeding. 2024-25 Hourly Rates Standard Reduced Retainer Principal $370 $295 Director $255 $215 Art/Creative Director $255 $215 Senior Business Analyst $195 $165 Business Analyst $140 $115 Junior Business Analyst $115 $95 Senior Videographer/Animator $195 $165 Senior Photographer $170 $145 Videographer/Photographer $130 $110 Junior Videographer/Photographer $110 $95 Senior Graphic Designer $185 $155 Graphic Designer $130 $110 Junior Graphic Designer $110 $95 Web Developer $195 $175 Junior Web Developer $110 $95 Drone Operator $195 $170 Council Chamber A/V Operator $110 $95 Invoicing & Payment Terms At Tripepi Smith, we bill on either a Retainer, Fixed Fee or Time & Materials basis, with each billing type following its own payment schedule. Regardless, terms are Net 30 days. • Fixed Fee work is billed upon defined milestones. • Time & Materials work is billed in 15-minute increments (i.e. 4.0, 1.25, 6.5 or 0.75 hours) at the end of the month in which work is done. • Retainer work is billed on the 15th of each month.
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Other Cost Information Tripepi Smith has related service fees that may come up during our engagement that we want to tell you about. Annual Increase Tripepi Smith will increase the hourly rates and retainer fees for all resources by 5% or the national CPI index–whichever is higher–each year on the anniversary of the contract, starting on the first anniversary of any contract when the contract duration is longer than one year. Otherwise, new rates will be negotiated with each new contract. Retainer Discount When a client’s retainer exceeds $7,150 per month, they gain access to our reduced retainer rates. Travel Costs Travel costs must be pre-authorized and then will be reimbursed by the client for any requested travel to complete a requested scope of work. Travel costs may include airfare, lodging, car rentals and gas. Additionally, when client work requires that we be onsite, we will invoice for a resource’s travel time at 50% of the resource’s hourly rate. Equipment Costs Tripepi Smith offers some services that require equipment, such as drone operations and video production. As such, in those cases, the following rates apply: Half Day (Under 4 Hours) Full Day (4+ Hours) Video $400 $600 Drone $500 – Flat Fee
MEVO $400 – Flat Fee
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Service Fees Tripepi Smith prefers that clients pay service providers directly to avoid unnecessary administrative costs. You should also know, however, that we have no economic interest in service providers, unless otherwise specified in this proposal. If a client asks Tripepi Smith to pay for a service provider bill, we will apply a 10% agency fee to the reimbursement expense. Typical service fees include, but are not limited to: print, mailing, digital advertising, media placements, voiceovers, translations and closed captions. Exclusive Access Tripepi Smith has access to entities that may be relevant to our engagement. These partnerships allow Tripepi Smith to offer clients extra media reach or additional services at partner pricing. PublicCEO: www.PublicCEO.com – Digital news about public affairs, reaching over 17,500 California government executives through a daily podcast, job board, video podcast and more.
Civic Business Journal: www.CivicBusinessJournal.com – Digital interest stories on the people, companies and solutions that make local government in California more effective.
FlashVote: www.FlashVote.com – Statistically valid surveying that helps leaders make decisions. • Disclaimer: Tripepi Smith President Ryder Todd Smith is an investor in FlashVote.
Tripepi Smith Talent Solutions: www.TSTalentSolutions.com – A multifaceted recruitment consultancy service, combining local government access with communications to advance talent quests and build culture warriors. Meltwater: www.TripepiSmith.com/Media-Intelligence – An enterprise-class, comprehensive media monitoring solution that is best combined with Tripepi Smith’s analytics team.