Staff will present a separate report to City Council recommending a Professional Services Agreement with The Merino Group for crisis management services.
This approach allows the City to secure technology driven, well-qualified, and immediate PIO support while maintaining qualification standards, continuity, and effective risk management for crisis communications and emergency response services.
FISCAL IMPACT/FINANCING
There is no additional fiscal impact associated with this action. Funding for Public Information Officer services was approved in the FY 2025–26 adopted budget. The final agreement amount will be within available appropriations.
CONCLUSION
Approval of the recommended action will enable the City to formalize professional public information support, enhancing transparency, coordination, and resident access to timely information. Upon Council approval, staff will finalize and execute the Professional Services Agreement for PIO services with Blue Icon Communications and return to Council with a separate recommendation for crisis communications and management services.
Respectfully submitted,
RICARDO REYES
City Manager
SERGIO INFANZON
Director of Communications and Community Relations
CONSIDERATION AND APPROVAL TO AWARD A PROFESSIONAL SERVICES
AGREEMENT TO BLUE ICON COMMUNICATIONS TO PROVIDE PUBLIC
INFORMATION OFFICER, PUBLIC AFFAIRS SUPPORT, AND OUTREACH
STRATEGIC PLANNING SERVICES
January 13, 2026
ATTACHMENT(S)
A. Request for Qualifications Proposals Submitted
1. Actum, LLC
2. Blue Icon Communications
3. The Merino Group
4. Collcomm Public Relations
B. Draft of Professional Services Agreement for Blue Icon Communications November 2025
Request for Qualifications -
Huntington Park
PREPARED BY:
ACTUM, LLC
With more than 25 years of experience, Becky Warren is a seasoned communications strategist who has advised Fortune 100 companies and provided counsel to some of the most disruptive and closely watched organizations in the world.
She was the co-founder of Elevate Public Affairs, one of California’s leading public affairs firms, where she led the strategic communications practice – including media relations, crisis and litigation communications, and high-stakes public affairs campaigns.
Earlier in her career, Becky was a partner at a Los Angeles-based public affairs firm and served as managing director of the Sacramento office for a global public affairs consultancy. She also served as Deputy Communications Director in the Schwarzenegger Administration, where she managed the Governor’s public appearances and led statewide media strategy.
Becky has held senior communications and policy roles in both the California State Assembly and State Senate, and for the California Restaurant Association, representing one of the state’s largest industries.
She currently serves on the boards of Leadership California and the Los Angeles Conservation Corps and is the former Chair of the Santa Monica Chamber of Commerce. Becky earned her bachelor’s degree in Political Science from the University of California, Santa Barbara, and is an alumna of the prestigious Jesse Marvin Unruh Assembly Fellowship Program.
Becky Warren | Partner
PERSONNEL
Janet is a seasoned public affairs professional with a strong track record of shaping strategy, building coalitions, and driving impactful communications across the private and public sectors.
She is widely regarded as a trusted advisor on complex policy issues at the federal, state, and local levels.
Prior to Actum, Janet was a Vice President at Elevate, a leading California public affairs firm, where she oversaw major advocacy efforts, managed crisis communications, and led statewide campaigns for Fortune 500 companies, industry coalitions, and local governments. Her work consistently moved public opinion, influenced legislation, and strengthened community engagement.
Earlier in her career, Janet ran political and ballot measure campaigns at Grassroots Lab. Fluent in Spanish and deeply culturally fluent, she is highly effective at helping clients connect with diverse audiences and advance inclusive, community-centered strategies.
A proud Banana Slug, Janet earned her Bachelor of Arts in Politics from UC Santa Cruz.
Janet Fernandez | Senior Vice President
Claire Totten brings more than fifteen years of experience advising government agencies, major public institutions, and public and private companies on complex communications, crisis management, and public-affairs strategy. She specializes in shaping high-stakes narratives for local and statewide government, directing rapidresponse operations, and managing sensitive media environments that demand precision, discretion, and strategic clarity.
Claire has extensive experience serving as a de facto Public Information Officer for public agencies of every size—from major statewide departments and the nation’s largest county and city systems to smaller municipalities, school districts. She has led crisis communications for large-scale health and human services systems, coordinating closely with emergency management and multi-agency joint information structures during fast-moving public-safety events, operational disruptions, and the early and most volatile phases of COVID-19. Claire has also guided smaller cities and public institutions through sensitive incidents, reputational threats, and community-level crises.
She previously directed communications and strategic initiatives for New York City Mayor Bill de Blasio’s signature administration-wide initiative, overseeing government affairs, rapid response, and multi-agency coordination. Earlier in her career, Claire worked in fixed-income sales and trading at Morgan Stanley.
A graduate of Harvard University, Claire will serve as the City’s primary point of contact during the contracted period.
Claire Totten | Senior Managing Director
Sydney Kovach is a Director at Actum, where she specializes in earned media strategy, message development, and public affairs campaigns across California. With a focus on media engagement, strategic storytelling, and community visibility, she leads day-to-day communications for a diverse portfolio of clients, securing media coverage, producing press materials, and executing events of all sizes. She has advised executive leadership on messaging, built long-standing relationships with journalists, and played a key role in client relations.
Sydney began her career as an editor and reporter at UCLA’s Daily Bruin, covering campus politics and student activism, and later worked in consulting roles focused on public funding, grants, and strategic communications. She holds a B.A. in Global Studies with minors in Public Affairs and Geography from the University of California, Los Angeles.
Sydney Kovach | Director
Kimberly is a messaging strategist, with expertise in narrative development, public engagement, and mission-driven campaigns that center community voices. Kimberly bridges the gap between messaging development and community connection, to ensure narrative development that connects and resonates with the communities we serve. As a native Angeleno, born and raised in South Gate, Kimberly brings a unique lens, blending strategy with cultural fluency to help launch initiatives that resonate with diverse Angelenos, neighborhood by neighborhood.
Prior to this role, Kimberly worked at Mercury LLC Public Affairs, where she gained a diverse insight into communications, public relations, and coalition building. Kimberly is a graduate of Yale University, where she majored in Political Science with an emphasis on international relations.
Kimberly Abarca | Senior Associate
Actum LLC is a full-service communications and public affairs consultancy with offices in Los Angeles, Sacramento, New York and Washington, D.C. We specialize in connecting policy to people through communications that build trust, shape perception, and mobilize communities. Actum's mission—to move people, policy, and progress—is deeply aligned with Huntington Park's commitment to transparent governance, community engagement, and responsive public service.
Founded in 2021, Actum is driven by a diverse team of 120+ professionals who bring expertise across bilingual communications, government relations, crisis management, media relations, and community engagement. Our leadership includes former California Assembly Speaker Fabian Núñez, former U.S. Senators Laphonza Butler and Barbara Boxer, and—and, in combination with our acquisition of Elevate Public Affairs—a team with decades of direct experience serving cities and counties across California, including the City of Industry, El Monte, Compton, and Bell.
Actum brings deep experience across municipal communications, having led strategic initiatives that build sustainable communications infrastructure and drive measurable community engagement. Our team's work has spanned large-scale public information campaigns supporting Census outreach and COVID-19, from emergency response to vaccination drives, to daily municipal communications managing media relations and resident engagement. Through strategic storytelling, integrated media, and experience in crisis and high-stakes situations, we ensure communications are clear, consistent, and impactful.
Actum is uniquely equipped to support municipalities through the full spectrum of communication situations that can arise in local government. Whether responding to internal investigations, managing public sentiment during periods of heightened scrutiny, addressing misinformation, or guiding communications through controversial policy decisions, our team has the experience and protocols to help you weather every storm. We have supported clients through personnel matters requiring sensitive internal and external messaging, reputational challenges stemming from negative media coverage, community unrest following critical incidents, and rapidresponse scenarios demanding immediate stakeholder coordination. Our crisis management approach combines real-time media monitoring, strategic message development, spokesperson preparation, and proactive community engagement to protect institutional credibility while maintaining public trust.
Many members of our team come from and have long served the Latino community, giving us not only cultural fluency but also authentic relationships and credibility with the audiences Huntington Park serves every day. We have worked in virtually every county across California—urban and rural alike—partnering with government agencies, school districts, and community-based organizations to deliver messages that resonate and mobilize action.
EXPERIENCE
REFERENCES
Coral Itzcalli, Director, Communication
Los Angeles County Department of Health Services (DHS)
[email protected]
(213) 288-8076
Sam Pedroza, Assistant City Manager and Public Affairs Manager City of Industry
[email protected]
(626) 333-2211 ext. 120
This combination of statewide reach and deep community roots uniquely positions Actum to advance Huntington Park's mission and strengthen its visibility and impact.
We believe communications are most effective when they are human, inclusive, and rooted in culture. Our approach builds bridges between institutions and communities, ensuring that outreach reflects lived experience and produces realworld results.
Our approach is built around four core capabilities that directly align with the City of Huntington Park's needs:
Centralized communications leadership that unifies messaging across departments,
Crisis communications readiness with 24/7 support and real-time advisory, Bilingual community engagement tailored to local audiences and media, Proactive storytelling that elevates City achievements and public-facing priorities.
SUB-CONSULTANTS FOR VIDEOGRAPHY
Below are two videographers that we have worked with and highly recommend. We are providing two options given the cost variation common for videographers. For our work on behalf of your city, we recommend the first option.
Tim Sullens Video & Photography
Tim Sullens, Founder
About: Tim Sullens is based in CA and works with a wide range of clients across the corporate, healthcare, and political worlds to create photo and video content that tells real, impactful stories. Over the years, he’s partnered with hospitals, major brands, nonprofits, and political campaigns—capturing everything from executive headshots to on-the-ground advocacy work.
Actum has partnered with Tim for numerous projects, leveraging his expertise to support both small and large municipal and community events, as well as rapidresponse content needs. Below is the budget for social video and photography.
Budget:
Social video package (0:60 seconds) + photography: $1,800 Photography only: $200/hour (2-hour minimum); travel costs, including mileage will be added
Long Haul Films
Melissa Del Gratta / Tom Dowler, Founders
About: Award-winning production company working with mission-driven brands, inspired creators, and agencies to create video content for the web, social media, and events.
Long Haul Films was founded by Director Melissa Del Gratta and Cinematographer Tom Dowler to make uplifting and authentic videos, about diverse and interesting people, that inspire audiences to think differently about the world.
Actum has worked with Long Haul Films to produce long-form, documentary-style videos for a variety of client initiatives, including civic storytelling and communityfocused content. Below is the starting budget for one-day filming, as Long Haul Firms will require additional project-specific information to provide a more accurate budget based on the City’s specific needs and scope.
Budget:
One-day Shoot with deliverables of a 10-minute doc style edit plus a cutdown/short trailer: $18,000
All sub-consultant fees are pass-through charges billed directly at cost with no commission retained by Actum. The City will be voiced only for the actual rates charged by the selected sub-consultants.
Should the City wish to continue the conversation regarding our services, we welcome the opportunity to discuss and align on any out-of-pocket expenses, subscriptions, and additional service fees as part of our broader budget discussions to ensure full transparency and mutual agreement on all cost components.
ACCEPTANCE OF CONDITIONS
Actum accepts all conditions listed in the RFQ document.
CONFLICT OF INTEREST
Actum affirms that no elected/appointed official, officer, or employee of the City has been or will be compensated in connection with this proposal.
CONFIDENTIAL INFORMATION
Actum acknowledges and agrees that the City reserves the right to make copies of any proposal available to the public, including proposals that may contain information Actum considers proprietary, which Actum has clearly identified. Such disclosure shall occur unless the City’s legal counsel determines that specific information identified as proprietary may be withheld pursuant to the California Public Records Act (Government Code §6250 et seq.) or other applicable state or federal laws.
If the City intends to disclose records containing information specifically identified by Actum as proprietary or confidential, the City shall provide written notice of its intent to release such information. Actum acknowledges that it will have five (5) business days from the date of the City’s notice to submit a written objection to the disclosure.
DISCRIMINATION
Actum and all subcontractors will not discriminate nor allow discrimination against any person on the grounds of race, national origin, sex, handicap, sexual orientation, or veteran status in their employment practices, in any contractual arrangements, in all services and accommodations they offer the public or in their business operations.
GRATUITY PROHIBITION
Actum shall not offer any gratuities, favors or anything of monetary value to any official, employee or agent of the City for the purpose of influencing the consideration of this proposal.
SCOPE OF SERVICES
Sustainable Communications Framework
(Build a sustainable communications organizational framework. Centralize communications coordination and suggest relevant media protocols. Provide ongoing communications and media training for City staff and councilmembers. Prepare briefing materials, key messaging development, and real time advisory services to ensure preparedness for press interactions.)
Actum brings extensive experience establishing sustainable communications frameworks that coordinates messaging across all departments, implements tiered media protocols for crisis situations, and provides ongoing media training for appropriate staff. Actum brings proven experience building these frameworks for public agencies, including the Los Angeles County Department of Health Services, where we developed comprehensive communications infrastructure, centralized coordination systems, and real time advisory for crisis situations across 4 hospitals and 26 clinics serving multiple departments and vulnerable populations. Our comprehensive media training programs have prepared elected officials, key stakeholders, and staff at numerous agencies for high-stakes press interactions and crisis communications. Our briefing materials and strategic messaging have supported communications initiatives including the LA General Medical Center rebrand that reached 13 million impressions and the AltaMed COVID-19 vaccination campaign that resulted in 100,000+ vaccination appointments. We have provided real-time advisory services during crisis situations and key moments. Actum will build a communications framework for Huntington Park that endures—creating protocols, templates, training modules, and coordination systems that strengthen the City's capacity long after our engagement concludes.
Media Monitoring and Crisis Communications
(Provide comprehensive media monitoring and effective and strategic crisis communication services to ensure accurate public messaging and proactive engagement with the media.)
Actum provides comprehensive media monitoring and strategic crisis communications that help municipalities deliver accurate, timely, and effective public messaging. Our team tracks media coverage in real time using tools such as Critical Mention, Meltwater, and social listening platforms to identify emerging issues before they escalate. As the current Public Information Officer for the City of Industry—and previously for El Monte and Compton—Actum brings direct municipal experience managing communications during high-profile and sensitive moments. Our crisis communications capabilities include real-time crisis response with rapid statement drafting, issue containment, and coordination with city leadership and legal teams; daily media monitoring and sentiment tracking to identify risks and opportunities; proactive narrative development that positions the City's priorities in a clear, community-centered voice; and 24/7 media inquiry management ensuring accuracy, consistency, and timely responses during fast-moving situations. We understand how to translate complex governmental operations into accessible, resident-focused communications across traditional media, ethnic media, social platforms, websites, newsletters, and community events.
Stakeholder Management and Public Engagement
(Manage stakeholder databases, conduct targeted research, and collaborate closely with City’s crisis management team to ensure alignment in messaging. Develop public engagement initiatives to foster transparency and public trust.) Actum provides comprehensive stakeholder management and public engagement support that strengthens transparency and builds trust. Our team collaborates closely with city leadership to develop and maintain detailed stakeholder databases, identifying key community members, business leaders, and organizations to ensure the City reaches residents through trusted partners and local voices. During crises, we work closely with designated City leadership—typically the City Manager and City Attorney—to ensure real-time alignment in messaging during high-visibility or rapidly evolving situations. With decades of combined experience, Actum designs and executes public engagement initiatives including community meetings, surveys, and digital campaigns that promote transparency, foster two-way communication, and build stronger relationships between municipalities and their residents. For example, Actum led a multilingual public outreach campaign for the City of El Monte during its transition from at-large to by-district elections. Our team partnered with trusted community stakeholders—including the El Monte City School District, DEMBA, the El Monte Police Department, local businesses, and nonprofit organizations—to ensure residents were informed and engaged. We attended community and City-sponsored events, provided bilingual (English and Spanish) team members at every activation, and launched a creative “Donuts and Districting” engagement series to encourage residents to learn about the process and submit district maps. This campaign broadened participation, empowered residents to shape their district boundaries, and built long-term trust in the City’s commitment to transparent governance.
Brand Consistency and Cross-Department Coordination
(Ensure content development and all city’s communication align with the City’s vision and public policies. Work with other departments, to ensure City’s brand consistency and support City’s goals.)
Actum specializes in building and protecting unified public-sector brands for municipalities, ensuring that every department, service area, and public-facing touchpoint communicates a consistent, mission-aligned message. Our team has extensive experience developing brand standards, coordinating cross-department content, and creating governance structures that keep communications aligned with an agency’s vision, policies, and community priorities. We regularly work with large, complex public institutions as well as smaller cities, districts, and standalone departments to align messaging, coordinate internal communications, and equip staff to serve as knowledgeable brand ambassadors.
Actum ensures brand consistency by helping departments communicate from a unified framework while tailoring messages appropriately for different audiences— residents, businesses, community partners, elected officials, internal staff, and media.
Our approach strengthens alignment without adding unnecessary bureaucracy or process. We integrate into existing workflows, providing clear guidance, adaptable templates, and practical messaging tools that make communication easier, not harder. We support teams in understanding not just the City’s core narrative, but how to adjust tone, emphasis, and level of detail depending on who they are speaking to and in what context. This ensures every department can operate confidently and efficiently—producing communications that reinforce City priorities, meet people where they are, and maintain a consistent, trusted voice across all channels.
Bilingual Communications and Strategic Outreach
(Disseminate information in English and Spanish when appropriate. Review current public relations plans and evaluate their efficiencies. Expand the City’s reach to the public and media. Serve as spokesperson when necessary. Develop proactive methods of communicating. Support and plan for targeted communication projects.) Actum excels in developing and executing bilingual communications strategies that meet diverse community needs and reach audiences who often rely on non-English sources for critical information. Our team includes bilingual communications professionals, media strategists, and experienced spokespeople who work seamlessly across English and Spanish-language outlets. We routinely evaluate existing outreach plans, identify gaps and inefficiencies, and build proactive, culturally responsive strategies that expand an agency’s reach—particularly in communities where trust in government varies, where information access is uneven, or where communications must be tailored for residents who primarily engage through ethnic media, community groups, hyper-local platforms, or in-language digital channels.
Our experience spans city governments, county agencies, statewide departments, school districts, and large public institutions. As part of major public-sector initiatives—including countywide health systems and statewide public-information campaigns—we have developed bilingual messaging frameworks, supported targeted communication projects, and coordinated with both traditional and ethnic media to ensure accuracy, cultural sensitivity, and broad visibility. This includes serving as spokespersons, managing live rapid-response, and leading outreach that prioritizes clarity and community relevance.
Actum supports and plans targeted communication projects by building structured, time-bound rollout plans that align seamlessly with the City’s overall brand and messaging architecture. Every project begins with a clear definition of goals, audiences, sensitivities, and success measures, which allows us to customize the approach without drifting from the City’s broader narrative or values. We develop concise message frameworks, tailored talking points, and sequencing maps that ensure each communication—whether a program launch, policy announcement, public-safety update, infrastructure project, or community initiative—is coherent, consistent, and timed for maximum impact. We also identify opportunities to connect targeted projects to larger City priorities, ensuring that even discrete communications reinforce the broader strategic message, build trust, and create cohesion across all channels and audiences.
Two recent efforts illustrate our approach:
Local Public Institutions: For one of the nation’s largest health systems, we assessed existing communications approaches, conducted bilingual stakeholder engagement, and developed a refreshed communications strategy that improved clarity, efficiency, and reach—particularly among Spanish-dominant patient populations and surrounding neighborhoods.
Statewide Outreach Campaigns: During California’s statewide Census communications effort, we helped coordinate multilingual outreach across regional campaigns, partner networks, and ethnic media outlets such as Univision, Telemundo, and Estrella Media. Our work included evaluating existing efforts, improving message effectiveness, and supporting targeted projects designed to reach hard-to-engage communities.
Across all projects, Actum brings a bilingual communications capability grounded in cultural competency, data-driven evaluation, and close coordination with local partners—ensuring residents receive timely, accessible information in the language and format most effective for them.
News Conferences and Media Relations
(Arrange news conferences, media and other public appearances for public officials, prepare or edit the material to be presented. Bolster traditional channels of communication. Use new media technologies. Continue and grow social media presence.)
Actum brings extensive experience coordinating news conferences, media appearances, and earned media strategies for municipalities across California. We understand the competitive dynamics of the Los Angeles media market and maintain strong relationships with journalists throughout LA and Orange County, including deep engagement with Spanish-language media and ethnic outlets. Our team excels at planning and executing news conferences from concept to completion; drafting materials and securing proactive media coverage tied to City Council actions and major initiatives; managing all incoming media inquiries with timely, accurate responses; developing key presentations including State of the City addresses and other high-visibility remarks; and producing strategic social media content with platform-specific approaches to grow engagement and reach. For the City of Industry, we significantly increased engagement and following across all platforms, building Instagram to 5,683 followers—an exceptionally strong benchmark for a small, business-centric municipality. Sample news conferences we've executed include FOX LA's coverage of city leaders joining cardroom workers to protect local jobs; NBC4's groundbreaking for the Gateway Cities Fiber Optic Network; CBS LA's coverage of Compton community and state leaders celebrating the Artesia Bridge reopening; and the LA Times' coverage of hundreds gathering to honor slain El Monte officers.
FOX LA: City Leaders Join Cardroom Workers to Protect Local Jobs NBC4: Groundbreaking for Gateway Cities Fiber Optic Network CBSLA: Compton community and state leaders celebrate the reopening of the Artesia Bridge
KNX News: Compton's Artesia Bridge set to reopen after 2020 fire damage shut it down
LATimes: ‘The best of us’: Hundreds gather to honor slain El Monte officers Media Monitoring and Sentiment Tracking
(Conduct monitoring of social and traditional media to track public sentiment, identify emerging issues, address misinformation and potential reputational risks.
Build strong relationships with the media and provide background briefings, and exclusive access when appropriate to encourage fair and accurate reporting.) Actum monitors traditional and social media for a wide range of municipal clients using tools such as Critical Mention, Meltwater, and Cision to proactively track public sentiment, identify emerging issues, and address misinformation before it escalates.
We collaborate with reporters on complex and sensitive issues, consistently earning positive coverage for our clients' initiatives. Our team has briefed reporters on background about complex stories and facilitated fair, accurate reporting when appropriate—building trust with media that translates into better coverage for the cities we serve. We understand how to balance transparency with strategic communication, providing journalists with the context they need while protecting the City's interests and maintaining credibility with residents.
Proactive Communication Strategies
(Develop proactive methods of communicating. Support and plan for targeted communication projects. Develop strategic content to enhance public outreach and maintain digital platforms with timely updates and consistent messaging across all communication channels.)
Actum develops proactive, forward-looking communications strategies that help cities stay ahead of emerging issues, shape narratives, and keep residents informed before questions arise. Our team builds tailored messaging frameworks, maintains detailed content calendars, and produces high-quality creative assets to ensure every touchpoint reflects the City's priorities. We support cities in managing and enhancing digital infrastructure—ensuring websites, newsletters, and social platforms are updated regularly with timely, accurate information residents can easily access.
Our work includes designing graphics, producing video content, and crafting clear, accessible messaging for diverse audiences, including multilingual materials when needed. In addition to managing day-to-day communications, Actum develops and executes targeted campaigns around major initiatives such as infrastructure projects, public safety updates, economic development milestones, and community programs to build awareness and drive resident engagement. Our approach combines strategic planning with flexible execution, allowing us to respond quickly to opportunities while maintaining consistency in the City's voice and brand.
Media Kit and Communication Materials
(Update and maintain project media kit. Prepare or edit printed or electronic communication material for distribution to the public in coordination with the City’s Communications Department. Develop a community information program and other citywide educational efforts in conjunction with the City’s Communications Department and as defined by the City Manager.)
Actum will update and maintain comprehensive project media kits for Huntington Park, ensuring all materials—including fact sheets, FAQs, backgrounders, project timelines, and visual assets—remain accurate, accessible, and aligned with City messaging. We routinely prepare and edit communication materials for public distribution, coordinating closely with city teams to ensure accuracy, clarity, and consistency. In Compton, we managed all crisis-related public information materials during the Artesia Bridge reopening and produced citywide outreach pieces supporting the announcement. In El Monte, during the 2022 Police Department crises including line-of-duty deaths of two officers and the passing of the Police Chief, we crafted timely public statements, resident updates, and informational materials that received statewide and national attention. Actum has a strong track record developing community information programs and citywide educational campaigns.
Working alongside the City Manager and Communications Department, we will deliver clear, timely, and effective public education materials that help residents understand key initiatives, strengthen transparency, and support meaningful community engagement.
Videography and Multimedia Production
(Provide videography services to capture moving images using electronic media, involving both pre-production and post-production work to create engaging videos for various purposes such as social media communication, public service announcements, public policy engagement campaigns, policy explainers, instructional videos, and promotional videos.)
Actum regularly delivers full-service videography support, overseeing all stages of production—from concept development and pre-production planning to filming, editing, and final post-production. Our team has produced a wide range of formats, from short-form social content (0:30–0:90 seconds) to longer documentary-style videos (3-10+ minutes). We have extensive experience producing videos for municipal and statewide clients. For the City of Industry, Actum develops videos featured in the annual State of the City address and produces recap videos for major community events, business showcases, and citywide programs. Our team also creates policy-focused videos for a variety of clients, translating complex issues into compelling, accessible visuals that help educate the public and drive engagement.
Our work includes producing narrative-driven explainer videos for Nourish California as part of the Thriving Transitions campaign, highlighting the experiences of individuals impacted by the justice system. As part of our work on SB 1254, we developed a video emphasizing the importance of supporting incarcerated individuals as they reenter society, with dignity and access to essentials such as food assistance. This video, produced in partnership with our subcontractor, was recognized with a Silver Telly Award, underscoring our commitment to high-quality, impactful storytelling. We partner closely with trusted subcontractors throughout the process to ensure exceptional visuals, sound, and editing tailored to each project's purpose. Producing videos that translate complex policy issues, city initiatives, and community stories into powerful, engaging content is a core component of Actum’s communications expertise.
BUDGET
Our proposed budget of $12,750 per month for Communication/PIO Services includes the development, management, execution, and coordination of all items specified in this RFQ in full coordination with the City Council and City personnel.
We welcome the opportunity to discuss our pricing structure and scope of services to ensure alignment with the City’s budgetary priorities, and can adjust further.
Services Monthly Retainer
Consulting - Communications/PIO
Services
Comprehensive list of services listed in the RFQ
$12,750 per month
Tim Sullens Video & Photography
Options include Social video
package+photography OR photography only (2-
hour minimum). Travel costs, including mileage will
be added.
$200-$1,800 To be determined based on
selected package
Long Haul Films
One-day Shoot with deliverables of a 10-minutes
doc style edit plus a cutdown/short trailer
$18,000 per film shoot
Below is a breakdown of our proposed budget and sub-contract costs for videography:
City of Compton
After having worked on many projects in the City of Compton, in 2019 the City hired us to assist them with their communications. Our work for the City includes:
Daily monitoring and managing of all social media platforms Media management as media point-of-contact and PIO duties for the City Creation of all press releases, fact sheets, media statements, social media content and graphics, and all other media materials
Management of digital freeway billboards
Pitching all City media events to media for potential coverage Pitching and placing opinion editorials
Hosting press conferences
Working with third parties to highlight newly offered services and resources to residents
During our time with the city, we have
helped them handle several major crisis
communications efforts, including assisting
with all COVID-19 communications and
communications related to the protests and
activism that took place during the summer
of 2020.
Since we came onboard, we have helped communicate messages about community programming and city services. COVID-19 reinforced the importance of public services announcements that needed to be relayed to residents in a timely manner.
One of the challenges was communicating with harder to reach audiences, such as household with no access to internet. We deployed a multipronged approach which included working through hyper-local community “block clubs” to share information that they could then pass on to their hard-to-reach residents or quarantined seniors. We also helped the development of a newsletter focused on COVID-19 and other materials that were mailed directly to households and used strategic earned media to further highlight the resources in the community.
Since working with the city, we have secured hundreds of positive earned media stories for the City in all local media outlets.
Work Examples
The following section provides a reference of Actum’s work across client engagements. These samples demonstrate our capabilities in strategic communications, content development, and community community engagement initiatives.
2025 State of the City State of the City - LA Region Food Bank City of Industry
As communication consultant for the City of Industry since 2017, our team has worked to highlight positive events and activities to a wide-ranging audience including constituents, the business community, outside governmental agencies, other municipalities and the media. We worked alongside city staff to launch a new website along with social media platforms to make their online presence user friendly and make information more accessible to the public.
During our time working with the City of Industry, we have been involved in the press conferences, planning and execution of the city’s community events, preparation for State of the City presentations, and annual holiday events. Some of our highlights with the city include:
Branding + Collateral
Since coming onboard with the city,
our team has designed and created
content for all city collateral
materials from press release
templates to fact sheets.
Social Media
Our team created the social media
channels for the City of Industry
and today manage them. This
includes posting and daily
management of messages and
inquiries that come through the
platforms.
Videos
We have created a number of videos for the city from short event recaps, to fully produced videos that highlight various programs, businesses, and community organizations.
State of the City - First Public Hydrogen Authority
Promotional Events: Industry Youth Activities League Halloween Terror Trail Communication and Event Organization
The Actum team has helped create positive press opportunities by developing and executing events or the city from community gatherings to press conferences and ribbon cuttings. Our media management work includes:
Attending City events, taking photos for social media and the website, managing social media platforms and drafting and pitching media advisories and press releases.
Supporting press conferences and press events.
Supporting the State of the City presentation and events.
Managing media at the annual Independence Day celebration with the City of La Puente.
Coordinating the Groundbreaking and Ribbon Cutting events.
Helping to manage and execute the Industry Taste of the Town food festival and managing the annual event.
Managing and executing the City’s annual holiday tree lighting.
LA COUNTY COVID COMMUNICATIONS
March 2020 - November 2020
Amid the pandemic, Los Angeles County had a need for messaging and communications efforts to ensure that hard-to-reach communities and multilingual communities were properly educated about the related information pertaining to COVID-19. We also serve as a strike team to support where the county needed as the situation was evolving in real time.
The professionals on our team worked with the Los Angeles County CEO Office where we provided support and aid to the crisis communications pertaining to the global pandemic. Our team members worked closely with the County to ensure the ever-changing story of the pandemic was accurately shared with the media and the response was well thought out. These services included the following tactics:
Strategic Communications
Public Outreach (Including supporting the CEO'S office with the board) Media Relations
Creative Development
External Affairs
Translations
Ethnic Earned Media Services
Paid Media
Social Media Campaigns
Rapid Response
Crisis Management
Our team member lead, Claire Totten, also directly worked with Dr. Ghaly to manage DHS’ crisis communications as it pertained to the pandemic.
This included strategic counsel, messaging, rapid response, as well as talking points for all public briefings. Claire guided the earned media strategy—designing an effective effort that sought to really engage communities most impacted by the pandemic with clear facts as the pandemic evolved. And for the county overall, our team members brought over 3 million + impressions within a 30-day social media campaign in multiple languages. Additionally, our professionals created a digital ethnic communications kit across the twelve languages for LA County.
In 2022, Actum partnered with the Los Angeles County Department of Health Services to lead the rebranding of LAC+USC Medical Center, one of the region’s most recognized public hospitals. Long known informally as “the General Hospital,” the institution sought to evolve its identity to better reflect its full range of services and deep connection to the communities it serves—beyond its legacy as a trauma center.
At the heart of this rebrand was an intentional and multilingual engagement process that prioritized the communities that the hospital serves. Understanding the historic disconnect many felt—particularly Spanish-speaking residents—the team collaborated with BSP Research to facilitate bilingual focus groups that included patients, staff, and local residents. These conversations made clear that any future identity needed to feel familiar, accessible, and rooted in place. It was through this input that the name Los Angeles General Medical Center emerged—an evolution that acknowledged the hospital’s history while projecting a renewed commitment to inclusive, culturally appropriate, whole-person care.
Brand development efforts grew directly from this foundation. Actum led a robust creative process, developing a new logo, visual identity, and brand messaging that reflected the hospital’s renewed mission. A comprehensive branding guide ensured the new look and feel could be applied consistently across touchpoints, from official correspondence to wayfinding signage and digital platforms.
To introduce the new identity to the public, Actum orchestrated a bilingual media rollout and a high-profile launch event attended by LA Mayor Karen Bass and County Supervisor Hilda Solis. The campaign achieved widespread media coverage across television, radio, and print, successfully reintroducing the hospital under its new name to the broader public.
A targeted paid media campaign amplified this effort across English- and Spanishlanguage outlets, with placements in trusted community environments—from radio stations to local laundromats and neighborhood stores. On a lean budget of just $88,000, the campaign delivered over 13 million impressions, demonstrating the power of culturally relevant outreach and community-first branding.
LA General County Department of Health Services - Los Angeles General Medical Center Rebrand
EDUCATION
Bachelor of Arts in Political Science and Communications Studies, University of California, Santa Barbara
EXPERIENCE
Partner, Actum LLC.
2025 - Present
Leads strategic communications and media relations across a diverse range of clients and teams Manager clients, employees and business
Principal, Elevate Public Affairs
2017 - 2025
Co-owner managing clients, employees and business
Managing the strategic communications and media relations practice of the business Partner, Dolphin Group Inc.
2015 - 2017
Managed the strategic communications and media relations practice of the business Managing crisis communications
Managing Director, Mercury Public Affairs
2011 - 2015
Managed the strategic communications and media relations practice of the business Directed the public affairs team members
Managing crisis communications
Senior Vice President, Mercury Public Affairs
2008 - 2011
Managed media relations and crisis communications for clients Managed public affairs campaigns for clients
Deputy Communications Director, Governor Arnold Schwarzenegger 2007 - 2008
Oversaw all media and public events for the Governor
Developed all aspects of each event and managed the team to execute the events Communications/Legislative Director, California State Senate 2005 - 2007
Managed the legislative package and ushered legislation into law for the Senator Managed all communications including inquiries, press events, and opinion editorials Becky Warren
P A R T N E R
EDUCATION
Bachelor of Arts in Sociology, Harvard University
EXPERIENCE
Managing Director, Actum LLC.
2021 - 2024
Develop andimplement crisis communications protocols, real-time advisory services, messaging frameworks, and media protocols for government agencies navigating sensitive public matters Serve as chief strategist and spokesperson, developing messaging, managing media relations, and liaising with government officials, stakeholders, and community leaders to influence and engage target audiences.
Led communications, including over $4.75M in paid media marketing alone, as well as messaging, public relations, social media. Pre-K for All (PK4A) was Mayor de Blasio’s signature political initiative in NYC, home to the nation’s largest school district.
Constructed and advanced PK4A’s core message for a variety of audiences, including the media and elected officials.
Created and wrote the PK4A narrative, including talking points, speeches, and testimony.
Strategic Communications Manager, City of New York, Pre-K for All (PK4A) 2014 - 2017
Senior Vice President, Mercury Public Affairs
Provided strategic messaging development and execution for executives and government leaders, ensuring alignment with public policy initiatives and organizational goals. Coordinated cross-functional efforts across public policy, legal, and marketing teams to craft communications strategies and produce content such as plans, statements, and briefing materials.
Manage multi-lingual media communications and marketing campaigns, including public relations, social and digital marketing, with multi-million dollar budgets, many designed specifically to engage vulnerable communities. 2017 - 2021
Claire Totten
S E N I O R
M A N A G I N G
D I R E C T O R
Senior Managing Director, Actum LLC.
2024 - Present
Lead major accounts managing $1M-$5M campaigns, overseeing teams of 2-10 members and collaborating with 2-4 client partners on strategic communications, crisis management, and media efforts.
Function as acting Public Information Officer and Communications Director for local and state government clients, providing comprehensive crisis communication, media training, stakeholder engagement and strategic counsel
EDUCATION
Bachelor of Arts in Political Science, University of California, Santa Cruz
EXPERIENCE
Senior Vice President, Actum LLC.
2017 - Present
Leads strategic communications and crisis response efforts for high-profile clients across California, developing integrated media, messaging, and stakeholder engagement strategies that drive public perception and policy outcomes.
Crafts and executes comprehensive communications plans, including earned media, digital strategies, and grassroots activation, to support clients’ legislative and public affairs objectives.
Specializes in coalition building and activation for clients across Southern California.
Leverages relationships with elected officials, law enforcement, non-profits, businesses, and community leaders to push clients’ agendas.
Provides senior team members with support.
Develops and maintains relationships with clients.Interfaces with 3-4 clients daily.
Manages and creates social media content.
Pitches and secures earned media and monitors media daily.
Develops communications: media advisories, press releases, op-eds, media pitches, talking points, and other relevant media materials.
Translates communications and materials to Spanish.
Develops relationships with reporters to create opportunities for coverage.
Manages and mentors interns.
Plans, manages and executes community events of all sizes for various clients.
Represents clients at networking events to build relationships with partners.
Janet Fernández
S E N I O R V I C E P R E S I D E N T
Quality Services Project Specialist Leader, Child 360
April 2017 - July 2017
Managed LA County of Education Coaching contract and ensured that all documentation was properly recorded and inputted.
Created individualized reports of milestones for over 250 teachers as part of the LACOE contract.
Managed and trained a team of seven staff members in summary report writing, project verification, and file cleansing.
Interfaced with over 50 Child 360 Coaches through phone, email, and in-person.
EDUCATION
Bachelor of Arts in Global Studies, University of California, Los Angeles
EXPERIENCE
Director, Actum LLC.
2022 - Present
Develops and executes comprehensive communications strategies including earned media, digital outreach, and grassroots engagement to advance clients’ legislative and public affairs priorities.
Manages earned media efforts for clients throughout Southern California.
Builds and maintains strong, collaborative relationships with clients.
Proactively pitches and secures earned media placements and conducts daily media monitoring.
Writes and produces a full range of communications materials, including media advisories, press releases, op-eds, pitches, talking points, and other media assets.
Cultivates relationships with reporters to identify and secure coverage opportunities.
Manages and mentors Associates to support team development.
Plans, coordinates, and executes community events of all sizes for diverse clients.
Represents clients at networking events to build relationships with partners.
Sydney Kovach
D I R E C T O R
Campus News and Politics Editor, UCLA Daily Bruin
2019 - 2022
Pitch, report, write 50+ articles published in print and online, including breaking news, analysis pieces, recaps, data analytics and more (authored articles linked here).
Manage 15+ contributors and senior staff, implement deadlines and coordinate publishing calendars Edit and fact-check 4-5 articles per week
Accumulate 60,000+ views covering UCLA’s student government; campus organizations, and student, faculty-led activism.
Research, analyze and communicate University of California, UCLA and LA County policies through unbiased writing and visualizations.
Co-hosted 2021 UCLA Undergraduate Students Association Council candidate, referenda and constitutional amendment debates.
Associate, JCI Worldwide
2022 - 2022
Draft Op-Eds for a myriad of clients
Create and manage themed blog series and social media content calendars Conduct interviews with clients and allies for features on social media Outreach to potential interviewees for JCI podcast, draft questions and scripts for interviewees, and promote the podcast on social media channels and paid promotion when necessary
EXPERIENCE
Senior Associate, Actum LLC.
September 2022 - Present
Support account teams in developing and implementing communications strategies across earned media, digital, and stakeholder engagement
Draft messaging, press releases, factsheets, newsletters, op-eds, talking points, and digital content to support brand positioning and marketing
Monitor traditional and social media using digital tools to identify trends and inform client strategy Assisted in crafting timely crisis communications content to ensure clients were accurately represented during media inquiries and high-profile issues
Build and maintain media relationships, pitched and secured coverage in national, local, and industry outlets Lead and mentor associates on account teams, guiding deliverables and professional development Kimberly
Abarca
S E N I O R A S S O C I A T E
EDUCATION
Bachelor of Arts in Political Science with emphasis in International Relations, Yale University Researcher, Arizona State University: Sandra Day O’Connor College of Law May - August 2020
Conducted researched COVID-19’s impact on judicial systems in Latin America and Africa Produced a comprehensive report and designed outreach strategies tailored for academic stakeholders Junior Associate, Mercury Public Affairs
June - August 2020
Supported client accounts by drafting press releases, talking points, and fact sheets Monitored media coverage of LA County’s pandemic response and the California Census, providing insights for client strategy
Children’s Defense Fund
May- August 2019
Engaged in stakeholder outreach for 18 local government officials and youth leaders for implementation of Senate Bill 439, which aimed to implement an age limit for juvenile sentencing Helped launch the Probation Oversight Commission for the County of LA, which holds the probation office accountable for budget and actions; drafted a $5 million budget for a 25-member staff for FY 2019-2020 Conducted legal and policy analysis, including analyzing case law, policy memos, and political strategy to advance juvenile justice reform efforts
Claire Totten
[email protected]
CONTACT US
ACTUM, LLC
www.actumllc.com
THANK
YOU
9826 Panter Avenue, Ste. M • W hitti er, CA 9060 5 | www.BIComm.u s | tel. 562.3 58.40 20 N o v e m b e r 1 7 , 2 0 2 5
Public Information Officer
And
Crisis Management Qualifications
Submitted to
City of Huntington Park
Office of the City Clerk
6550 Miles Avenue
Huntington Park, CA 90255
By
Louis R. Reyes
Blue Icon Communications
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 2
TABLE OF CONTENTS
Cover Letter___________________________________________________________________Page 03 Executive Summary_____________________________________________________________Page 04 Company Overview_____________________________________________________________Page 06 Team Members________________________________________________________________Page 08 Experience____________________________________________________________________Page 12 Reference_____________________________________________________________________Page 15 Project Approach and Methodology ________________________________________________Page 16 Scope of Services and Deliverables_________________________________________________Page 21 Cost Proposal & Fee Schedule_____________________________________________________Page 28 Authorization__________________________________________________________________Page 31 Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 3
City of Huntington Park
Office of the City Clerk
6550 Miles Avenue
Huntington Park, CA 90255
To the Selection Committee:
Blue Icon Communications is honored to submit this request for qualifications. Our firm’s mission—and our personal histories—align closely with the values of this community. As immigrants and children of immigrants, our team understands the lived experiences of residents in the City of Huntington Park.
We know what clear, respectful, and culturally grounded communication means to families who depend on their local government for stability and trust.
Our team is prepared to help the City bring clarity and credibility to every message it delivers.
Blue Icon brings three strengths that directly support the City’s needs:
1. Deep experience communicating with immigrant and multilingual communities.
For over twenty years, we have worked in neighborhoods exactly like Huntington Park. Our team brings bilingual expertise, cultural understanding, and community sensitivity essential for this role.
2. Crisis-tested communications leadership in government settings.
Our experience includes managing high-pressure public information operations at the Los Angeles County Assessor’s Office, citywide initiatives, and sensitive community issues across the region. We understand how to respond rapidly, maintain message discipline, and support elected officials during critical moments.
3. A modern, AI-enhanced communications infrastructure.
Our technical stack enables real-time monitoring, rapid bilingual content production, and reliable scheduling and approval workflows. This provides the City with a communication system designed for the speed and complexity of today’s environment.
We can provide Huntington Park with a communications partner who reflects its community, understands its residents, and brings the professional discipline needed to manage public information in challenging times.
Thank you for the opportunity to submit this proposal. We look forward to supporting the City Council, City Manager, and staff as they continue serving the people of Huntington Park.
Sincerely,
Louis R. Reyes
President and CEO
Blue Icon Communication
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 4
II. EXECUTIVE SUMMARY
The City of Huntington Park is entering a period in which consistent, credible, and culturally grounded communication is essential to maintaining public trust and ensuring residents feel informed and supported. This proposal outlines how Blue Icon Communications will provide comprehensive Public Information Officer (PIO) and Crisis Management services that strengthen the City’s ability to communicate clearly, navigate complex issues, and proactively engage its diverse community.
1. Our Objective
The objective of this proposal is to provide Huntington Park with a fully resourced, bilingual PIO team capable of:
• Delivering timely, accurate public information
• Managing crisis communications with discipline and clarity • Enhancing transparency and accessibility for residents • Strengthening the City’s connection with immigrant, working-class, and multilingual households • Modernizing the City’s communications infrastructure through smart, reliable technology Our goal is to serve as a strategic partner—one that helps stabilize messaging, reduce misinformation, improve media relationships, and ensure the City’s voice remains calm, professional, and aligned with resident expectations.
2. Understanding the City’s Communications Goals
Based on the RFQ, current City Council priorities, and recent public events, Huntington Park seeks communications support that provides:
• Clear, unified messaging across all channels
• Rapid response capability during emerging events or crises • Bilingual content reflecting the City’s demographics
• Transparency and accessibility to build trust with residents • Professional handling of media inquiries and press relations • Steady coordination with City leadership and departments • Tools and systems that ensure accuracy, timeliness, and consistency Blue Icon Communications is uniquely positioned to support these goals because our firm specializes in public-sector communication in immigrant and underserved communities. Our team reflects the lived experiences of Huntington Park residents, and we understand the cultural, linguistic, and political nuances required to communicate effectively in this community.
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 5
2. Key Strengths and Qualifications
A. Bilingual & Community-Aligned Team
Our team consists of professionals who have worked directly with Latino, mixed-status, and multilingual communities for over 20 years. We bring cultural fluency, lived experience, and a deep understanding of how to communicate respectfully and effectively in cities like Huntington Park.
B. Crisis-Tested Government and Public Affairs Experience From county-level crisis management at the Los Angeles County Assessor’s Office to communitysensitive issues in Commerce, Whittier, and the Gateway Cities, our team has led communications during high-pressure, politically sensitive, and rapidly developing scenarios.
C. Modern Technical & AI-Based Communications Infrastructure Blue Icon uses a full AI-assisted communication tech stack, including:
• BIComm Social Enterprise (enterprise social media platform with approval workflows) • AI-supported bilingual drafting tools
• Real-time monitoring and sentiment tracking tools
• Digital asset management and rapid distribution systems This provides Huntington Park with speed, accuracy, and transparent coordination.
D. Full-Service Capabilities Under One Contract
The City will receive a unified PIO team with:
• Assist the City with PIO oversight
• Bilingual communications drafting
• Crisis-response messaging
• Media relations (press releases, press conferences, on-site coordination) • Social media management and approvals
• Community outreach support
• Video production
• Optional podcast development
• AI-enhanced workflows
• 24/7 availability for urgent matters
This structure provides the City with stable coverage without requiring multiple vendors.
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 6
3. Optional Add-On Capabilities
While not required under the RFQ, Blue Icon can provide additional services that the City identified in its budget goals:
Podcast Production
Through our podcast producer, we can create bilingual audio or video podcast episodes for community storytelling, program highlights, and department features.
III. COMPANY OVERVIEW
Blue Icon Communications (BIComm LLC) is a bilingual, full-service marketing and communications agency founded in 2008 and headquartered in Santa Fe Springs, California. We provide strategic communications, digital marketing, public information services, and community engagement support to businesses, government agencies, and community-based organizations throughout the Gateway Cities region.
Our firm specializes in helping organizations communicate clearly, build trust, and reach diverse audiences—particularly in multicultural, immigrant, and working-class communities. We combine strategy, bilingual expertise, and advanced digital tools to deliver timely, accurate, and culturally responsive communication.
1. Who We Are
Blue Icon Communications was founded by Louis R. Reyes, a communications executive with over twenty-five years of experience in crisis management, public information, digital strategy, and bilingual community engagement. As a Latino professional from an immigrant family, Louis founded Blue Icon with a mission rooted in delivering excellence, professionalism, and integrity.
Our team brings expertise across marketing, public-sector communications, media relations, and digital systems. We serve a diverse range of clients, including private businesses, public agencies, unions, and nonprofits, enabling us to combine private-sector innovation with public-sector communication discipline.
We operate with a modern digital infrastructure, including our proprietary BIComm Marketing Platform software, an AI-assisted system that supports:
• Content drafting and translation
• Social media scheduling and approvals
• Audience engagement tracking
• Sentiment monitoring and alerts
• Reputation and listings management
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 7
• Campaign performance reporting
This technology enhances our efficiency and provides clients with rapid, accurate, bilingual communication capabilities.
2. Our Mission
To help organizations communicate clearly and credibly with the communities they serve through strategic thinking, meaningful storytelling, and modern digital tools.
3. Our Vision
To be the trusted communications and marketing partner for businesses, government agencies, and community organizations seeking stronger engagement with diverse audiences and the ability to navigate complex communication environments.
4. Our Expertise
Blue Icon Communications bridges the worlds of marketing, public information, digital communications, and community engagement. Our team has extensive experience in:
• Crisis and rapid-response messaging
• Bilingual communications for immigrant and multilingual communities • Social media management and digital visibility
• Government communications and public information workflow • Creative content production for digital and traditional platforms • Community engagement for sensitive or high-profile issues • Marketing, branding, and lead-generation for small businesses This cross-sector experience allows us to apply private-sector innovation to public-sector challenges— giving cities like Huntington Park a more modern, efficient, and resident-centered communication program.
5. Core Capabilities
A. Marketing & Digital Communications
• Search engine optimization (SEO)
• Digital advertising (Google, Meta, Yelp)
• Social media management and content development
• Website design and digital brand experiences
• Reputation management and listings accuracy
• AI-enhanced content workflows and reporting
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 8
B. Public Information & Crisis Communications
• Bilingual PIO services and rapid response
• Crisis communications and misinformation control
• Press releases, advisories, and talking points
• Media coordination and press conference management
• Citywide announcements and incident messaging
• Multilingual accessibility and cultural accuracy
C. Community & Stakeholder Engagement
• Outreach to residents, businesses, and community groups • Communication support for sensitive or controversial issues • Public meeting messaging and education campaigns
D. Creative & Media Production
• Video production (PSAs, event recaps, announcements)
• Podcast development (optional add-on)
E. Graphic design, bilingual collateral, and digital assets IV. TEAM MEMBERS
Blue Icon Communications has assembled a highly qualified bilingual communications team explicitly designed to meet the needs of the City of Huntington Park. A select group of subcontracted experts supports our core staff—professionals we have worked with extensively and chosen for their proven excellence in public communications, media production, and community-focused storytelling. Each subcontractor has been vetted through prior collaborations and brings specialized expertise that enhances Blue Icon’s capacity to deliver comprehensive, culturally grounded, and crisis-ready communication services.
Together, this integrated team provides the City with a strong, coordinated, and experienced PIO operation capable of delivering timely information, managing media relations, producing high-quality digital content, and supporting city leadership across all communication channels.
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 9
Louis R. Reyes | President and CEO
Louis Reyes will serve as the primary
point of contact for crisis management
issues, lead the Blue Icon Team, and
provide strategic advice to the client.
Louis Reyes is the Founder and President
of Blue Icon Communications (BIComm
LLC). He possesses over 25 years of
experience in public affairs and marketing. Previously, He was the Communications Director of the Los Angeles County Office of the Assessor and City of Los Angeles, Council District 1; Legislative Consultant with the California State Senate; and District Director with the California State Assembly.
As a private sector consultant, he has worked on projects ranging from crisis media management to political campaigns, government relations, community outreach, communications, Internet marketing, and social media strategy. He has worked on political campaigns ranging from Presidential to local school board and has advised numerous candidates and elected officials on strategy and communications.
Louis has direct experience with managing government crises and navigated what was called one of the most highly visible corruption cases in Los Angeles County history as the communications director and department spokesperson at the LA County Assessor’s Office.
Louis possesses a wide range of experience working with the news media, and he has appeared on every major television news network, as well as CNN and BBC, as a spokesperson representing government entities, community-based organizations, labor unions, political organizations, and elected officials.
Louis has been professionally trained as a community organizer by organizations such as the LA County Federation of Labor, the California Latino Caucus Institute, the California Democratic Party, the Southwest Voter Registration and Education Project, and as a Field Organizer of the 2008 Obama for America campaign. Louis has utilized his expertise to organize, conduct, and manage digital marketing and outreach field campaigns for various clients, including political campaigns, issue campaigns, advocacy organizations, and private businesses.
Core Capabilities
Strategic
Communications
Political Campaign
Management
Digital Marketing
Media Relations
Crisis Management
Public Affairs
Management
Education
Bachelor of Science,
Public Policy and
Management,
University of Southern
California
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 10
Cecilia Gomez Reyes | Communications Consultant
Cecilia Gomez Reyes will serve as the primary point of contact for the city and manage the client's day-to-day work. Her primary responsibilities will include attending city meetings and events as required, providing reports to city staff, and managing social media and traditional communication channels.
Cecilia Gomez Reyes is a seasoned community relations and communications strategist with 20 years of experience serving government agencies, nonprofits, and private-sector clients across Los Angeles County. As a Communications Consultant at Blue Icon Communications, she leads bilingual outreach programs that help organizations engage residents, build trust, and advance initiatives—particularly in communities where clear, culturally informed communication makes the difference between resistance and support.
Cecilia’s career spans roles in public affairs, media relations, and campaign management, with a focus on Spanish-language engagement and civic participation. She has managed outreach projects for the California Citizens Redistricting Commission, the City of Maywood, the City of Bell Gardens, and the City of Commerce. She has consulted on numerous voter education, housing, and infrastructure campaigns throughout Southern California.
Fluent in English and Spanish, Cecilia is a skilled spokesperson who has appeared on television, radio, and print news representing public agencies and community organizations. She is a certified Spanish translator. Her expertise spans message development, press coordination, stakeholder outreach, public meeting facilitation, and crisis communications.
Prior to joining Blue Icon Communications, Cecilia served as a Media and Communications Assistant for the Los Angeles County Registrar-Recorder/County Clerk, where she supported countywide voter engagement campaigns and managed multicultural outreach during the Presidential election cycle. She also worked as a Community Field Organizer for the California Democratic Party, overseeing outreach throughout East Los Angeles County.
A second-generation community organizer, Cecilia was inspired by her father’s work with the United Farm Workers and has continued that legacy through her commitment to empowering local communities with information, access, and representation.
She holds a Bachelor of Arts in Government from California State University, Sacramento, and an Associate of Arts in Liberal Studies from Ventura College.
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 11
Melissa Gonzalo| Media Consultant
Melissa Gonzalo will serve as the media consultant to the city. She will support press & media relations, new conferences, media training, and media management as part of the Blue Icon Team. Melissa is a subcontracted consultant.
Melissa Gonzalo is a seasoned bilingual communications professional with more than 20 years of combined PR, media relations, and journalism experience. She has worked as a TV host, news anchor/reporter, radio news anchor, magazine writer, and public relations director throughout her career, always working with both English and Spanish-language media.
A former member of the National Association of Hispanic Journalists, Melissa maintains strong relationships with journalists across all genres, especially with local and national Spanish-language news media. A graduate of both UCLA and USC, Melissa is a proud Angeleno who is passionate about using her skills and experience to help others.
Jorge Carrillo | Video and Photography Consultant
Jorge Carrillo will serve as the primary video and photography consultant, providing all necessary services as defined in the scope of services for the city. Jorge is a subcontracted consultant.
With over 15 years of experience in professional photography and video production, Jorge Carrillo holds an Associate in Arts Degree in Photography and has a multidisciplinary background in imaging and design. His work combines photographic technique, video storytelling, and graphic design aesthetics to deliver complete and cohesive visual productions. Thanks to his expertise in graphic design, Jorge seamlessly integrates visual elements that enhance his photographic and videographic work, making it ideal for brands, events, and personal projects.
As a Southern California–based multimedia creator, Jorge has built extensive experience covering a wide range of high-profile projects. He specializes in producing photo and video content for political campaigns, elected officials, city events, non-profit organizations, private companies, social events, and school district programs. His experience working across these diverse fields has developed his ability to capture compelling visuals that engage audiences and tell meaningful stories with clarity and impact.
Jorge is recognized for capturing authentic moments and producing visually compelling stories that communicate clear and powerful messages, adapting his skills to meet the needs of diverse audiences and organizations.
Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 12
Xavier Mejia | Podcast Producer and Multimedia Consultant Xavier Mejia will serve as the primary podcast production consultant should the city engage with these optional services. Xavier is a subcontracted consultant.
Xavier Mejia is a seasoned multimedia producer with over 20 years of experience in directing, content development, and brand storytelling.
As the CEO and Founder of mejia.tv, and Executive Director of QTalk Radio, he has built a career helping organizations elevate their voice through high-quality podcasts, video content, and digital media. Xavier brings extensive experience developing bilingual, culturally grounded programming that resonates with diverse audiences across Los Angeles.
Throughout his career, Xavier has produced work for radio, television, social media, and community platforms, beginning with Pacífica Radio (KPFK 90.7FM) in 2002 and expanding into directing and producing at Pasadena Media. His background in public relations and crisis communication allows him to craft messaging that is both strategic and accessible—ensuring clarity, cultural sensitivity, and trust during urgent or high-stakes communication needs. He has collaborated with public agencies, nonprofits, and community leaders to build campaigns that strengthen engagement and deliver meaningful, inclusive storytelling.
Xavier is also known for his work moderating community dialogues at La Plaza de Cultura y Artes and producing content that highlights the stories and voices of historically underrepresented communities.
His partnerships span major institutions including UCLA, Kaiser Permanente, SoCalGas, the Office of Supervisor Hilda Solis, and Warner Bros. Discovery. With a proven ability to manage complex productions and shape compelling narratives, Xavier provides Blue Icon Communications with a powerful podcast and multimedia capability that enhances the City’s ability to communicate with residents in new, modern, and culturally responsive ways.
V. EXPERIENCE
Demonstrated Success in Municipal Communications, Crisis Response, and Bilingual Public Engagement Blue Icon Communications brings over fifteen years of direct experience in municipal and public-sector communications, supported by the combined expertise of Louis R. Reyes and Cecilia Gómez Reyes.
Together, they have delivered bilingual public information, media relations, crisis management, digital communications, and community engagement services to cities, public agencies, elected officials, and community organizations across Los Angeles County.
The firm’s experience spans government crisis, public information campaigns, immigrant-community engagement, and culturally sensitive communication in high-stakes environments — all directly relevant to the needs of the City of Huntington Park.
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1. Municipal & Government Experience
City of Whittier – Office of Councilmember Mary Ann Pacheco (2023–Present) Blue Icon Communications currently serves as the communications and strategic advisor to Councilmember Mary Ann Pacheco, providing a full suite of public information services, including newsletters, media relations, press release development, social media management, public messaging, and crisis support.
Most recently, Blue Icon assisted in managing sensitive communications surrounding ICE activity targeting the Whittier Latino community, ensuring clear, accurate, bilingual messaging during a politically charged and emotionally sensitive community issue. This work demonstrates our team’s ability to operate under pressure, maintain public trust, and communicate with immigrant communities — experience highly relevant to Huntington Park.
City of Commerce – Bilingual Community Outreach & Media Management Blue Icon provided English/Spanish media relations, community engagement, spokesperson services, and crisis communication for citywide issues, including cannabis policy education and community workshops. The firm coordinated door-to-door outreach, media interviews, public meetings, and bilingual communications for residents.
City of Maywood – Communications Consulting
Supported citywide outreach, messaging alignment, bilingual community engagement, and public meeting communications.
City of Bell Gardens & Other Local Agencies
Supported council initiatives, public information needs, and voter-education outreach for major ballot measures and community programs.
2 Crisis Communications & High-Visibility Public Information Los Angeles County Assessor’s Office – Crisis Communications Management As Communications Director and department spokesperson, Louis Reyes led crisis strategy and media management during one of the most publicly scrutinized corruption cases in Los Angeles County.
Responsibilities included conducting daily media briefings, developing messages, managing press relations, coordinating with stakeholders, and ensuring public transparency under intense pressure.
This experience forms the backbone of Blue Icon’s crisis-management framework.
California Citizens Redistricting Commission (2020 Cycle) Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 14
Blue Icon delivered branding, communications support, public messaging, and digital content for a statewide constitutional body handling one of California’s most politically sensitive public processes.
Los Angeles County Registrar-Recorder/County Clerk – Media & Multilingual Public Engagement Through Cecilia Reyes, our firm contributed to large-scale voter engagement, Spanish-language messaging, and media coordination during major election cycles.
3. Digital, Social Media, and AI-Enhanced Communication Programs Gold Coast Health Plan – Digital Member Communications & Social Media Strategy Cecilia Gómez Reyes led digital communications, social media platforms, emergency services content, member handbooks, and outreach campaigns for a large public-serving health plan — experience directly relevant to providing structured, accessible public information to residents.
Los Angeles Latino Chamber of Commerce & Economic Development Groups Blue Icon led digital outreach campaigns, B2B marketing, and bilingual engagement strategies across the Gateway Cities region, strengthening the firm’s ability to communicate with diverse immigrant and working-class populations.
4. Community-Based, Immigrant, and Multicultural Engagement Blue Icon was founded on work in immigrant and underserved communities and has delivered longterm bilingual communications for:
• Local chambers of commerce
• Public-sector unions (IBEW Local 18)
• Nonprofits serving Latino and mixed-status families
• City-level outreach supporting Spanish-speaking residents • Political and civic engagement campaigns across Southeast L.A.
Our firm’s values reflect the lived experiences of our team — immigrants and children of immigrants — and this informs our culturally grounded approach to communication.
5. Summary of Relevance to Huntington Park
Blue Icon Communications offers Huntington Park:
• Recent municipal experience (City of Whittier, City of Commerce, City of Maywood, Bell Gardens)
• Current, active communications work involving immigrant-community Crisis • High-stakes crisis communications expertise
• Seasoned leadership with over 20 years of media and government experience • Proven bilingual communication across English and Spanish media • Deep familiarity with working-class, Latino, and immigrant communities Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 15
• Technical sophistication through AI-powered monitoring, social media management, and digital outreach tools
This experience positions Blue Icon as a partner uniquely aligned with Huntington Park’s communication needs today.
VI. REFERENCES
1. Little Lake City School District
Client Type: Public School District (11 schools)
Services Provided:
• Social media enterprise platform setup and administration • Staff training for 25+ district and school administrators • Content review, workflow setup, analytics, and multi-account management • Ongoing consulting on digital communication standards Contact:
Jonathan Vásquez, Superintendent
Little Lake City School District
(Phone/Email available upon request)
2. Office of Councilmember Mary Ann Pacheco, City of Whittier Client Type: Municipality – City Council Office
Services Provided:
• Monthly email newsletter and social media communications • Strategic messaging, issue-based crisis support, and press management • Public information support related to ICE activity affecting Latino residents • Social media, email marketing, and community engagement Contact:
Councilmember Mary Ann Pacheco
City of Whittier
(Phone/Email available upon request)
3. South Coast Air Quality Management District (AQMD)
Client Type: Regional Government Agency
Services Provided:
• Interim media management and strategic communications • Press release development, media advisory preparation, Spanish Translation, and talking points • Media inquiry coordination, rapid response, and public messaging support • Digital and social media strategy for agency-level announcements Contact:
Public Affairs Department
South Coast AQMD
(Phone/Email available upon request)
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4. IBEW Local 18
Client Type: Public-Sector Union (DWP workforce)
Services Provided:
• Full social media management and digital content creation • Event video and photography for social content
• Crisis communications and internal communications
• Member communications, branding support, and copy development • Website content management and email marketing
Contact:
Jennifer Hadley, Senior Assistant Business Manager
Executive Office – IBEW Local 18
(Phone/Email available upon request)
VII. PROJECT APPROACH AND METHODOLOGY
Blue Icon Communications employs a proven, government-focused communications methodology built around strategy, consistency, speed, and bilingual public engagement. Our approach integrates crisis communication best practices with modern digital tools, ensuring the City of Huntington Park receives reliable, timely, and culturally competent communications support.
Our methodology is built on six guiding pillars:
1. Guiding Principles
A. Strategy First, Execution Always
Every communication begins with a strategic framework aligned with City priorities—public safety, transparency, trust building, and accurate community information. Planning and intentional message development ensure day-to-day content supports long-term goals.
B. Consistent Messaging Across All Channels
We reinforce the City’s identity and credibility by maintaining a unified voice and message across all media.
This includes:
• Consistent talking points
• Clear, concise, and accurate messaging
• Alignment with City values, brand guidelines, and leadership priorities • Rapid updates and uniform corrections when new information emerges Consistency protects the City from misinformation, public confusion, and fragmented narratives.
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C. Bilingual, Culturally Competent Communication
Our entire team is made up of Latinos raised in communities like Huntington Park. This provides us with a deep, genuine understanding of cultural nuances and community expectations.
We ensure:
• Accurate English–Spanish translations
• Messaging grounded in cultural sensitivity
• Clear communication for all education levels
• Community-informed narratives that build trust
D. Rapid Response & Crisis Readiness
Crisis happen unexpectedly, and the response must be immediate, strategic, and calm.
For this reason:
• All crisis communication is handled by Louis Reyes and Cecilia Gómez Reyes jointly. • Louis Reyes is available 24/7 for time-sensitive emergency incidents. • We commit to responding to crisis-related calls, emails, or alerts within 30 minutes. • With our office located in Santa Fe Springs—just 10 miles from Huntington Park City Hall—the Blue Icon team can arrive on-site within one hour for emergencies, media events, or urgent coordination needs, traffic permitting.
This high-level availability is a core advantage of our firm.
E. Technology-Driven Infrastructure
Blue Icon is a digital-native agency leveraging modern, government-appropriate software and AIassisted tools.
Our technical infrastructure enhances speed, accuracy, monitoring, and workflow automation. We use:
• Social listening and sentiment analytics
• Professional editorial and scheduling platforms
• AI-assisted drafting and translation refinement
• Secure content management and cloud collaboration
• Real-time reporting dashboards
• Multi-platform publishing systems
• Automated approval channels
These tools accelerate the City’s ability to provide accurate information quickly—especially during crisis events.
F. Collaboration With City Staff
City communications must operate as a coordinated system.
Under this model:
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• Cecilia Gómez Reyes serves as the primary City-facing contact for day-to-day communication, coordination, and content execution.
• Louis Reyes and Cecilia Reyes jointly manage all crisis or emergency-related incidents. • We integrate directly with the City Manager’s Office, Police Department, elected leadership, and department heads.
• All messaging flows through a structured and documented approval process to ensure accuracy, alignment, and compliance.
This collaborative structure ensures stability, predictability, and message clarity.
2. Detailed Project Methodology
Our methodology is divided into five operational phases, each designed to align with the City’s workflow, the RFQ requirements, and subject to adjustment based on the City’s direction or evolving needs.
A. Phase 1 – Discovery, Assessment & Onboarding (Weeks 1–4) We begin with a structured onboarding process to establish the City’s communication baseline.
Key Actions:
• Review current communication processes, policies, and platforms. • Conduct an audit of the City's messaging channels (website, social media, email, and press releases).
• Assess current crisis-readiness and gaps.
• Establish clear communication protocols, robust approval workflows, and effective escalation procedures.
• Meet with the department head and City Manager to understand recurring needs. • Build a 12-month content and communication calendar.
Deliverables:
• Communications Audit Report
• Crisis Communication Protocol
• City-Wide Messaging Framework
• 90-Day Action Plan
B. Phase 2 – Daily Communications Management & Content Execution We take responsibility for ensuring that the City communicates timely, accurate, and consistent information across all channels.
Key Actions:
• Prepare and distribute bilingual press releases, advisories, and statements. • Manage social media and digital communications.
• Develop messaging for City events, programs, and initiatives.
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• Review public-facing materials for accuracy and clarity. • Coordinate announcements across departments.
• Create bilingual graphics, posts, fact sheets, and key messages. • Provide weekly and monthly reporting to City leadership.
Deliverables:
• Weekly content
• Bilingual digital assets
• Monthly communications reports
• Quarterly analytics dashboards
C. Phase 3 – Media Relations & Public Engagement
Our media strategy ensures proactive, positive, and accurate press coverage that reflects the City’s goals.
Key Actions:
• Assist in serving as the City’s media liaison as directed. • Respond to incoming media inquiries.
• Prepare talking points for elected officials and city officials as requested. • Manage press conferences, announcements, and media interviews. • Pitch positive stories and community successes.
• Maintain relationships with regional Spanish and English media outlets.
Deliverables:
• Press plans & talking points
• Media advisories and press kits
• Coverage summaries
• Post-event media analysis
D. Phase 4 – Crisis Communications & Rapid Response
This phase follows established best practices from municipal and public-sector crisis communication frameworks.
Key Actions:
• 24/7 crisis communication support.
• 30-minute response window for urgent issues.
• Rapid drafting of bilingual releases and statements.
• Coordination with police, emergency services, and city leadership. • Real-time updates across digital channels.
• Misinformation monitoring and correction.
• Media triage and controlled messaging.
Deliverables:
• Crisis communication response sheets.
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• Post-incident analysis.
• Updated talking points and corrective messaging.
E. Phase 5 – Technology Integration, Monitoring & Reporting Our tech-forward approach enables real-time insight and ensures reliability.
Key Actions:
• Integrate professional communications software tools
• Utilize AI-assisted workflows for speed, consistency, and accuracy • Deploy social listening and trend monitoring
• Track digital sentiment and emerging issues
• Provide regular data-driven reports to City leadership • Maintain digital archives for transparency and compliance Deliverables:
• Real-time dashboards
• Social listening summaries
• Monthly analytics reporting
• Digital archives and file management
3. Quality Assurance
To ensure accuracy, reliability, and alignment with city leadership:
• All content undergoes a two-step internal review and is approved by designated city staff. • Crisis materials receive direct review from Louis Reyes. • A certified bilingual professional checks translations. • Communications are timestamped, logged, and archived. • Messaging remains consistent across all platforms and spokespeople.
4. Results: What the City Can Expect
By implementing this structured methodology, Huntington Park receives:
• Faster, accurate, and more accountable public information • Stronger relationships with media and community stakeholders • Reduced misinformation and rumor escalation
• Greater transparency during emergencies
• Stabilized communications across departments
• A modern, data-driven public communications system
• Bilingual messaging that resonates authentically
A crisis-ready strategy from day one
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VIII. SCOPE OF SERVICES AND DELIVERABLES
Blue Icon Communications will provide comprehensive Public Information Officer (PIO) and Crisis Management services fully aligned with the Scope of Work outlined in Attachment A of the City of Huntington Park’s RFQ.
Our services are structured to deliver timely, accurate, and bilingual communication to residents, stakeholders, media, and the broader community—particularly during moments of crisis or heightened public attention. We will implement a fully integrated public information, crisis communication, and media relations system that strengthens transparency, supports City leadership, and reinforces consistent messaging across all platforms.
All services are scalable and may be adjusted based on City direction. The following section is organized in the exact order and structure of the RFQ for clarity and compliance.
1. Build a Sustainable Communications Organizational Framework Services Provided
• Develop a centralized communications structure with clear workflows, approval processes, and escalation protocols in place.
• Establish and refine media protocols, spokesperson guidelines, and internal communication procedures.
• Provide ongoing bilingual communications and media training to City staff and Council members.
• Prepare briefing materials, including talking points and key messages, for public appearances and press interviews.
• Deliver real-time advisory services to City leadership to ensure preparedness for media interaction and public events.
Deliverables
• Communications Organizational Framework Document
• Media Protocols & Procedures Manual
• Spokesperson Training Sessions (English & Spanish)
• Key Message Sheets & Briefing Packets
• 24/7 Advisory Support for Press Inquiries
2. Media Monitoring, Crisis Communication & Strategic Response Services Provided
• Monitor media across print, digital, broadcast, and social platforms for issues, trends, sentiment, and risks.
• Deliver crisis communication services including rapid response, incident messaging, misinformation correction, and emergency alerts.
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• Provide immediate remote response within 15–30 minutes, and on-site presence within 60 minutes, traffic permitting.
• Prepare bilingual crisis statements, holding messages, updates, and talking points. • Coordinate with City Manager’s Office, Police Department, and relevant departments during emergency incidents.
Deliverables
• Daily and real-time media monitoring
• Crisis communication response sheets
• Emergency updates and press statements
• Post-incident summaries and recommendations
• Reputation and misinformation dashboards
3. Stakeholder Coordination, Research & Public Engagement Services Provided
• Manage and maintain stakeholder and partner communication databases (with City-provided data).
• Conduct targeted research on community issues, trends, and public sentiment. • Work collaboratively with the City’s crisis management team, department heads, and City leadership.
• Develop public engagement initiatives designed to foster transparency, community trust, and civic participation.
Deliverables
• Stakeholder communication lists (City-provided)
• Research briefs and community insights
• Engagement plans (workshops, announcements, outreach) • Monthly stakeholder communication reports
4. Content Development Aligned With City Branding & Policy Priorities Services Provided
• Ensure all City communications—digital, print, social, and press—reflect the City’s vision, strategic priorities, and policy direction.
• Coordinate with all City departments to ensure consistent messaging and brand standards. • Develop bilingual content that is culturally responsive and accessible. • Provide editorial review and modernization of current public relations plans.
Deliverables
• Bilingual print and digital materials
• Consistent messaging guidelines
• Updated PR strategy recommendations
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• Interdepartmental communications support
5. Bilingual Public Messaging, Media Expansion & Proactive Communication Services Provided
• Draft, edit, translate, and disseminate information in English and Spanish. • Expand the City’s reach through modernized communications, new technologies, and proactive storytelling.
• Serve as spokesperson when designated by the City.
• Support targeted communication priorities (public safety, infrastructure, City Manager initiatives, etc.).
Deliverables
• Bilingual press releases and advisories
• Proactive outreach campaigns
• Messaging for priority issues
• Spokesperson-ready scripts and talking points
6. Press Conferences, Media Appearances & Traditional/New Media Integration Services Provided
• Plan and arrange press conferences, public appearances, briefings, and media opportunities. • Prepare speaking materials, run-of-show documents, media packets, and event staging. • Strengthen traditional communication channels while expanding digital and social communication tools.
• Grow and manage the City’s social media presence using industry-standard and AI-enhanced tools.
Deliverables
• Press conference plans & media kits
• Event coordination and on-site media management
• Bilingual digital and social media content
• Monthly social media performance summaries
7. Monitoring, Issue Detection & Media Relationship Development Services Provided
• Conduct continuous monitoring of traditional and social media to track sentiment and detect emerging issues.
• Identify misinformation and address reputational risks in real time. • Build strong relationships with English- and Spanish-language journalists. • Provide background briefings and controlled access when strategic for fair and accurate reporting.
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Deliverables
• Social and traditional media monitoring reports
• Issue detection and analysis summaries
• Media relationship development logs
• Misinformation correction reports
8. Strategic Content Development, Targeted Projects & Digital Platform Management Services Provided
• Develop strategic communication materials that enhance public outreach. • Create targeted content campaigns for major initiatives or special projects. • Maintain digital platforms with timely updates and consistent messaging. • Ensure all messaging complies with City brand standards and aligns with public policy goals.
Deliverables
• Bilingual strategic content packets
• Special project communication plans
• Digital platform updates and management
• Monthly content calendars
9. Media Kits, Printed/Electronic Materials & Community Information Programs Services Provided
• Maintain and update the City’s media kit.
• Prepare, edit, and design printed and electronic public materials. • Develop community information programs and educational efforts in coordination with the City’s Communications Department and City Manager.
Deliverables
• Updated media kit
• Community information program materials
• Educational outreach assets
• Printed and digital brochures, flyers, and notices
10. Videography Services
Services Provided
• Pre-production planning and storyboarding
• Filming, photography, and on-site coverage
• Post-production editing, audio balancing, color correction, and captioning • Production of videos for:
o Public service announcements
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o Policy explainers
o Community campaigns
o Promotional content
o Social media short-form video
o Department highlights
Deliverables
• Completed bilingual video features
• Short-form social media videos
• Event coverage footage
• Raw assets and final edited masters
• Captioned videos for ADA compliance
11. Podcast Production. Optional Add-On Services (Available Upon City Request) During our initial research and review of the City’s Communications and Community Relations Department goals, we noted the inclusion of a future objective to produce a City podcast. This optional service aligns directly with our team’s capabilities and can be seamlessly integrated into the City’s communications framework upon request.
Blue Icon Communications, in partnership with Podcast Producer Xavier Mejia, offers a complete, endto-end podcast production service that aligns with the Communications and Community Relations Department’s expressed future goal of launching a City podcast. This service can be activated at any time during the contract period to enhance public engagement, transparency, and bilingual information delivery.
Our podcast services include pre-production, production (online or in-person), and post-production, ensuring a polished, professional, and accessible final product for the City of Huntington Park.
This optional service requires a minimum of four (4) episodes per year, each 1 hour of audio or YouTube video.
A. Pre-Production
Xavier Mejia leads all pre-production activities to establish the creative and structural foundation for the City’s podcast.
This phase includes:
Creative & Editorial Development
• Podcast concept development (theme, tone, structure)
• Scriptwriting, research, and content planning
• Bilingual storyline development and topic refinement
• Creation of show outline and episode structure
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Branding & Setup
• Development of podcast brand identity (artwork, style guide, visual assets) • Creation of show templates, intro/outro structure, and host guidelines • Establishment of publishing timelines and production schedules Technical Setup
• Setup of podcast hosting platform and distribution channels • Directory registration (Spotify, Apple Podcasts, YouTube, etc.) • Content library organization and metadata structure
• Legal registration of creative materials as needed
Deliverable:
• Full Pre-Production Plan (creative, technical, and operational) B. Online Podcast Production- 1 Hour
Two online formats are available—audio-only or YouTube video podcast—allowing for flexible production without requiring physical studio attendance.
Audio-Only Online Podcast
Includes:
• Access to a private virtual recording studio for host and guests • Producer-led recording session
• Live audio clip integration as needed
• Secure online storage of all raw audio files
• Ability to support live studio audience or live-streaming YouTube Video Podcast
Includes everything above plus:
• Video integration (1080p or 4K)
• Live video clip support
• Storage of synchronized audio and video files
• Optional live-streaming to social platforms
Deliverables:
• Raw audio or video files
• Producer notes for editing
• Backup files stored securely
C. In-Person Podcast Production
For episodes requiring a physical setting, in-person production includes full studio support, a production team, and high-quality multi-camera and audio capture.
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On-Site Production Includes:
• Dedicated producer
• Camera operator
• Audio engineer
• Studio equipment (mixer, microphones, lighting, cameras) • Optional live studio audience
• Delivery of all raw files via SD card (1080p or 4K)
Optional:
• Support for additional hosts or guest speakers
Deliverables:
• Full in-studio recording package
• High-quality audio and video raw assets
D. Post-Production & Promotional Package
Post-production transforms the raw materials into a polished, audience-ready episode and prepares the City for digital distribution.
Post-Production Includes:
• Editing of audio and/or video episodes
• Noise reduction, leveling, and audio enhancement
• Visual editing, titling, transitions, and branding overlays • Creation of promotional content for outreach and social media • Bilingual content refinement as needed
Promotional Deliverables Per Episode:
• 1 Still Image (episode graphic/promo)
• 1 Audio Soundbite (short highlight clip)
• 1 Visual Soundbite (MP4 video highlight)
• Drafted Social Media Copy (English & Spanish)
• Posting to City-approved digital and social media channels Summary of Podcast Deliverables
• Full pre-production creative plan
• Episode script(s) and bilingual talking points
• Professionally produced audio or video episodes
• High-quality raw files for City archiving
• Social media promotional package per episode
• Option for live-streaming or live audience recording
• Bilingual content, branding alignment, and digital distribution Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 28
IX. COST PROPOSAL & FEE SCHEDULE
Blue Icon Communications proposes a monthly retainer of $9,000 to fulfill all requirements outlined in Attachment A of the RFQ, including bilingual PIO services, crisis communications, media relations, strategic messaging, digital communications, and ongoing support to City leadership.
This retainer provides the City with a fully staffed communications team—led by experts in crisis response, government messaging, and bilingual communications—at a cost significantly below the market rate for equivalent in-house staffing.
1. Monthly Retainer: $9,000
The monthly retainer includes up to 60 hours per month of combined professional services, equivalent to approximately 1.5 FTE capacity.
This structure ensures the City receives consistent, full-spectrum support across all communications functions.
The monthly retainer includes:
• Public Information Officer services (English/Spanish) • Crisis communication and rapid response
• Strategic messaging, content creation, and internal coordination • Media relations, press release drafting, and media liaison work • Social media management & digital communication
• Monitoring, tracking, and reporting
• Councilmember and staff communications support
• Resident-facing messaging & public engagement
• 24/7 crisis availability (see below)
Overage Rate (Non-Crisis)
Any additional non-crisis work beyond the included 60 hours per month will be performed only with prior written approval (an email is sufficient) and will be billed at the hourly rates listed in the billable rate sheet.
Crisis Activation Clause
During urgent situations requiring after-hours or sustained attention, Blue Icon will activate crisis response protocol with the approval from the city. This protocol will allow team members to work beyond normal expectations.
Crisis response protocol overages are never billed without prior approval from the City. They are billed at the set rate outlined in the billable rate sheet. They are only triggered in the event of a crisis or Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 29
major initiative that requires increased staffing, such as extended hours of more than 10 hours per day or multiple-day crisis requirements for the entire team.
This crisis response is included within the retainer unless total hours exceed 60 hours/month.
2. Video Production Rates
Video production services—when the City requests professional videography or photography—are billed separately from the monthly retainer only when a dedicated videographer or photographer (such as Jorge Carrillo) and professional equipment are required.
Rates:
• $75/hour — Social video content
(Mobile-based or lightweight production handled by a subcontracted videographer) • $125/hour — Professional camera/video production
(DSLR/4K cameras, lighting setups, audio engineering, and full post-production) Important Clarification:
Video and photo content captured on mobile devices by Louis, Cecilia, or Melissa as part of routine social media management is included within the monthly retainer and is not billed separately.
All professional video services require prior approval from the City before production begins.
3. SCHEDULE OF BILLABLE RATES
Team Member Role Hourly Rate (Billable to City)
Louis Reyes Strategic & Crisis Consultant $225/hr
Cecilia Gómez Reyes Lead Communications Consultant $175/hr Melissa Gonzalo Media Relations Consultant (Subcontractor) $150/hr Jorge Carrillo Video & Photography (Subcontractor) $125/hr Blue Icon Communications RFQ: Public Information Officer & Crisis Management Services 11/17/2025 Blue Icon Communications Page 30
Xavier Mejia Podcast Producer & Multimedia Consultant $125/hr
4. Technology & Monitoring Tools (Included)
Blue Icon uses a modern digital communications tech stack—including AI-assisted tools—to support:
• Social media management, monitoring & trend detection • Media tracking & sentiment analysis
• Crisis alerts
• Scheduling & content workflows
• Translation & bilingual QA
• Brand consistency tracking
• Video editing
• Content/copy editing
There is no additional charge for these tools under the retainer.
5. Billing Procedures & Payment Terms
• Blue Icon will invoice monthly in advance for the retainer. • Optional services or approved overage hours will be itemized separately. • The City will issue payment in accordance with standard municipal timelines (typically Net 30 or Net 45).
• No work outside the retainer will be billed without prior written approval.
6. Optional Add-On Services
Podcast Production (Per Episode), minimum four episodes per year. Flat Fee Per Episode: $1,500 For the City’s planned Communications & Community Relations podcast initiative:
Includes:
• Pre-production
• Recording (audio or video)
• Editing
• Promotional package
• Podcast audio/video equipment
• All standard deliverables as defined in the proposal.
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X. AUTHORIZATION
This proposal is submitted by Blue Icon Communications, BIComm LLC, a California-registered limited liability company in good standing, and is signed by an individual who is fully authorized to bind the firm to all terms, conditions, and pricing valid for ninety (90) days, as included herein.
Blue Icon Communications certifies the following:
1. Authority to Submit
The individual signing this proposal—Louis R. Reyes, President & CEO—has full legal authority to submit this proposal, negotiate on behalf of the firm, and enter into a binding agreement with the City of Huntington Park if selected.
2. Accuracy of Information
Blue Icon Communications affirms that all statements, representations, and data provided in this proposal are true, complete, and accurate to the best of our knowledge. Any intentional misrepresentation may result in disqualification or contract termination.
3. Willingness to Enter into Agreement and Acceptance of Conditions Blue Icon Communications agrees to enter into a professional services agreement with the City of Huntington Park, with acceptance of all conditions listed in the RFQ documents that incorporate:
• The Scope of Services outlined in Attachment A of the RFQ • The pricing and terms outlined in this proposal
• Applicable City policies, procedures, and legal requirements • Insurance and indemnification provisions required by the City
4. Proposal Validity
This proposal, including all pricing, shall remain valid for ninety (90) days from the date of submission unless extended in writing by Blue Icon Communications.
5. Non-Collusion Statement
Blue Icon Communications certifies that this proposal is genuine, not a result of collusion, and that no City officer, employee, or representative has been offered any form of consideration in connection with this submission.
Blue Icon Communications, BIComm LLC
By: ___________________________________
Louis R. Reyes, President & CEO
Date: ___________11/17/2025______________________
November 14, 2025
Mr. Sergio Infanzon
Director of Communications and Community Relations
City of Huntington Park
6550 Miles Avenue
Huntington Park, CA 90255
Re: Statement of Qualifications: Public Information Officer and Crisis Management Services
Dear Mr. Infanzon:
The Merino Group (TMG) is excited to submit our Statement of Qualifications to provide Public Information Officer and Crisis Management Services to the City of Huntington Park.
Our firm has proudly supported public agencies (including the City of Huntington Park) and community-focused organizations across Southeast Los Angeles County, and we welcome the opportunity to partner with the City to strengthen communications, enhance public engagement, and support the vital work of your leadership team.
TMG brings extensive experience in public-sector communications, crisis response and management, crisis communication, media coordination, and bilingual public information.
Our team has supported cities, business districts, and regional organizations through high visibility initiatives and sensitive events requiring rapid response, message discipline, and coordinated strategic outreach. We are deeply familiar with the community, values, and priorities of the City of Huntington Park, and we are committed to delivering reliable, clear, and community-centered crisis communications and management aligned with the City’s vision.
As detailed in our submission, TMG offers a comprehensive set of capabilities that match the Scope of Services outlined in the RFQ, including executive-level communications support, elected official communications support, strategic messaging, crisis communications planning and response, media relations, bilingual content development, stakeholder engagement, and in-house videography and digital production. Our goal is to help the City build and maintain a strong, sustainable communications framework that supports transparency, builds trust, and ensures residents are informed and engaged.
We appreciate your consideration of our qualifications and would be honored to support the City of Huntington Park in this important role. If you have any questions or require additional information, please feel free to contact me at 213-634-0900, or [email protected].
Moises Merino
President, The Merino Group
2. Firm Qualifications & Overview
Overview
The Merino Group (TMG) is a California-based public affairs and communications firm built on a foundation of passion, commitment, and responsive service. Drawing from decades of collective experience, TMG helps public agencies and mission-driven organizations communicate with clarity, strengthen community relationships, and build public trust.
We develop thoughtful engagement strategies designed to share client messaging effectively and foster meaningful dialogue with diverse audiences. Our core practice areas (crisis communication, public affairs, public relations, and integrated communications) reflect our belief that strong communication drives shared understanding, public confidence, collaboration, which are essential for public information and crisis management success.
TMG’s portfolio includes a comprehensive range of services that support public-sector communications, including public agency communications, reputation management, crisis and litigation communications, media relations, media training, coalition building, community engagement, digital strategy, social media management, advocacy campaigns, marketing, and branding. This experience provides a well-rounded foundation to meet the dynamic communications needs of cities and local agencies throughout California.
Qualifications
TMG is uniquely qualified to support the City of Huntington Park with Public Information Officer and crisis communications services. Our team has extensive experience supporting public-sector organizations across Southern California, including direct work with the City of Huntington Park, City of Norwalk, City of La Habra, and the Uptown Whittier Improvement Association (UWIA). This regional familiarity strengthens our understanding of community expectations, municipal operations, and the cultural and linguistic diversity of Southeast Los Angeles County.
Our qualifications include proven capabilities in executive-level communications support, elected official communications support, bilingual public information development, media relations, and crisis communications. TMG routinely assists public officials with preparing press materials, developing message frameworks, coordinating media response, conducting stakeholder communications, and managing sensitive or high-visibility issues in real time. We provide guidance that emphasizes clarity, transparency, consistency, and alignment with agency values and long-term objectives.
TMG’s experience aligns directly with the RFQ Scope of Services, including:
• Crisis management/communications
• Media engagement and monitoring
• Public information services, including development and spokesperson support • Bilingual public messaging (English/Spanish)
• Coordination with city departments and leadership
• Content development for traditional and digital platforms • Strategic communications planning and implementation
Our blend of technical communications capacity, municipal experience, and regional familiarity positions TMG to deliver timely, accurate, and community-centered messaging on behalf of the City of Huntington Park.
3. Personnel
The Merino Group will assign a highly experienced communications team to support the City of Huntington Park with Public Information Officer and Crisis Management Services. Each team member brings proven experience in public-sector communications, crisis response, media coordination, and community engagement. The team structure reflects the City’s need for responsive service, strategic guidance, bilingual communications capacity, and inhouse multimedia production.
The individuals listed below will serve as the primary personnel assigned to the contract.
Full résumés will be included as attachments in the SOQ.
3.1 Primary Point of Contact
Raul Riesgo
Vice President
Email: [email protected]
Phone: 562-665-4659
Mr. Riesgo will serve as the primary point of contact for City officials. He brings extensive experience in public affairs, executive communications, media coordination, and regional government engagement across Los Angeles and Orange Counties. His background includes crisis management, developing messaging frameworks, advising public officials, coordinating bilingual outreach campaigns, and managing high-visibility/high-stakes communications needs for public-sector and community-focused organizations. Raul will oversee regular coordination with City staff, ensure timely delivery of all communication services, and provide real-time support during crisis situations requiring rapid response.
3.2 Executive Oversight
Moises Merino
President
Email: [email protected]
Phone: 213-634-0900
Mr. Merino provides executive-level oversight for all TMG engagements and will serve as the authorized signatory for this contract. His leadership experience includes decades of public affairs, media strategy, government relations, and narrative development work throughout California, and nationally. Moises brings a strong understanding of municipal operations, community expectations, and the communication demands placed on public agencies. His background includes traditional media, community storytelling, and authorship of historical narratives related to Southeast Los Angeles County. Moises will advise the City on complex or sensitive issues, high-level messaging, and overall communication strategy.
3.3 Videography, Digital Media & Production (In-House)
The City’s RFQ requires professional videography and multimedia production. These services will be provided 100% in-house by TMG’s creative team.
Kevin Velasco
Videography & Creative Services
Kevin Velasco brings a strong professional background in full-cycle video production, digital media strategy, and live-event coverage that aligns directly with municipal communication needs. With experience supporting corporate clients, production companies, and large public events, he manages all aspects of production—from planning and filming to editing and final delivery—ensuring polished, consistent, and impactful content. Kevin holds a B.A. in Film and Electronic Media from California State University, Dominguez Hills and an A.A. in Television Production and Media from Chaffey College, grounding his work in both technical training and industry practice. His technical capabilities include Adobe Creative Cloud, professional camera operation, lighting techniques, video editing, creative storytelling, and project management, allowing him to produce high-quality videos that effectively support public outreach and city initiatives.
Combined with his skills in digital strategy across TikTok, Instagram, Facebook, and YouTube, Kevin is well-equipped to help municipalities enhance transparency, expand engagement, and showcase programs, services, and community stories with professionalism and creative clarity.
Robert Medina
Videography, Editing & Digital Production
Robert Medina is a seasoned video producer and digital strategist with extensive experience developing content for civic agencies, community organizations, and private-sector clients across the U.S. and internationally, including work in Panama. His portfolio spans publicinformation campaigns, community engagement initiatives, tourism promotion, economic development storytelling, and multilingual outreach—giving him a strong understanding of how to create video that resonates with diverse audiences. Robert has produced districting explainers, event highlights, business spotlights, and documentary-style features that support transparency and help residents clearly understand city priorities. Known for clean, accessible visuals and fast turnaround, he delivers high-quality messaging when cities need it most. With strong skills in video editing and post-production, he ensures every final product is polished, accurate, and aligned with municipal communication goals. His background in creative direction and performance-driven marketing enables him to blend storytelling, strategy, and technical production to build trust, improve engagement, and help communities better connect with their local government.
3.4 Additional Crisis & Media Support Staff
As required, TMG may draw upon additional internal team members for research, monitoring, bilingual messaging support, and rapid-response/crisis coordination. No subconsultants will be used for this contract; all services, including videography, media management, and crisis communications, will be delivered by in-house personnel.
Résumé Attachments
4. Related Experience
4.1 Firm Experience Summary
Crisis management and communication are core strengths of our firm. We have managed urgent and sensitive issues involving public safety, misinformation, community concern, regulatory matters, and reputational risk. Our team provides media monitoring, narrative framing, rapid release of bilingual public information, rumor control, and stakeholder coordination. We maintain established relationships with traditional and Spanishlanguage media outlets to ensure accurate reporting during emergent situations.
TMG also specializes in strategic messaging, narrative development, and long-term public engagement planning. We have led digital campaigns, developed brand systems for public-facing agencies, produced bilingual public service content, and managed community-centered outreach strategies. Our in-house multimedia capabilities include videography, editing, motion graphics, and production of high-quality digital content for public agencies.
TMG offers a comprehensive, full-service communications capacity that aligns directly with the City’s needs for Public Information Officer and Crisis Management Services. Our experience shows an ability to respond effectively to crises, support executive leadership, engage diverse communities, and deliver accurate, timely, bilingual messaging that builds trust and strengthens public understanding. Below are some entities we’ve worked for, supporting their crisis communication and management, or other critical communication needs.
4.2 Representative Project Experience
TMG has supported the City of Huntington Park with public information planning, narrative development, bilingual community messaging, crisis management, crisis communications, and media services. Our work includes advising City staff on communications strategy, coordinating messaging for key initiatives, preparing rapid-response materials, and developing clear, accessible content for public-facing platforms. This engagement reflects our deep familiarity with Huntington Park’s community, communication needs, and municipal priorities.
TMG has provided the City of Norwalk with bilingual public information support, digital outreach strategy, crisis communications, crisis response support, and media coordination.
This includes producing social media and digital content, assisting with stakeholder messaging during time-sensitive situations, and supporting media interactions as needed.
This work demonstrates our ability to deliver accurate, consistent, and responsive communications in a municipal environment.
TMG provides the Uptown Whittier Improvement Association (UWIA)—the quasigovernmental Community Improvement District for Uptown Whittier—with bilingual communications, media relations, public engagement strategy, digital content development, issue advocacy, and media services. Our work includes crafting narrative messaging, producing promotional and informational content, and supporting stakeholder engagement across digital and in-person channels. This engagement highlights our capacity to advance community-based initiatives with strategic, high-quality communications and advocacy.
5. References (3)
City of Huntington Park
Ricardo Reyes
[email protected]
323-582-6161
City of Norwalk
Jesus Gomez
[email protected]
562-929-5700
Uptown Whittier Improvement Association (UWIA)
Yvonne Connolly, Executive Director
[email protected]
562-228-5705
6. Compensation
The Merino Group proposes a straightforward compensation structure that provides the City with consistent communications support, rapid crisis response, and high-quality bilingual media services. All work (including videography, editing, and digital production) will be performed by in-house personnel.
TMG’s model includes a monthly retainer for ongoing Public Information Officer support, a monthly retainer for crisis or time sensitive needs, and a separate monthly fee for videography and multimedia production as required by the RFQ.
Proposed Compensation Structure
Service Category Rate
Monthly Communications Retainer (PIO, media relations, messaging, monitoring, digital updates, engagement support) $5,000 / month Crisis Communications & Emergency Response $10,000/month Videography, Graphics, and Post-Production Editing $5,000 / month This structure is designed to give the City flexibility for both steady, proactive communications support and rapid escalation capacity when unexpected issues arise. TMG will work closely with City staff to prioritize tasks, coordinate workflows, and ensure costeffective delivery of all communication services.
Monthly invoices will be provided in accordance with City requirements.
7. Sub-Contracted Consultants
None will be used for this contract
7.1 Sub-Contract Roles & Responsibilities
None will be used for this contract
8. Acceptance of RFQ Conditions
The Merino Group hereby acknowledges and accepts all terms, conditions, requirements, and instructions outlined in the City of Huntington Park’s Request for Qualifications for Public Information Officer and Crisis Management Services. By submitting this Statement of Qualifications, The Merino Group affirms that the information provided is accurate, agrees to comply with all RFQ provisions, and understands that the City may reject any or all submissions at its sole discretion. The Merino Group further confirms that this submission shall remain valid for ninety (90) days as required.
9. Authorization
The undersigned is an authorized representative of The Merino Group and is empowered to bind the firm to the terms, statements, and commitments contained in this Statement of Qualifications. The Merino Group affirms that this submission is valid for ninety (90) days from the date of submittal, as required by the RFQ.
Authorized Representative:
Moises Merino
President
The Merino Group
[email protected]
Moises Merino
President & CEO, The Merino Group
Public Affairs • Crisis Communications • Bilingual Communications (English/Spanish) Professional Overview
Moises Merino is the President and CEO of The Merino Group, where he leads a public affairs consulting practice built on more than 20 years of experience advising local, state, and national clients. He specializes in supporting public agencies and nonprofit organizations with public information services, crisis communication planning, and culturally relevant outreach to large Spanish-speaking communities.
Areas of Expertise
• Public Information & Government Communications
• Crisis & Rapid-Response Messaging
• Bilingual (English/Spanish) Community Engagement
• Media Relations & Press Briefings
• Social Media & Digital Strategy
• Multicultural Communications
• Public Affairs Strategy & Policy Messaging
Professional Background
Moises is widely recognized for his work in Latino communications and community outreach. In 2015, he was named one of the industry’s “40 Under 40” rising leaders, and his contributions have been profiled in Latino Leaders Magazine. He has appeared as an on-air analyst for CNN, Univision, and Telemundo, offering insight into Latino culture, demographic trends, and public policy issues.
His consulting portfolio includes advising statewide and local public awareness efforts, developing bilingual outreach strategies, and guiding public agencies through high-visibility communication challenges. Moises has led efforts in message development, emergency communications, media coordination, and digital engagement for diverse audiences.
He also co-founded a nonprofit dedicated to Latino leadership development and public policy education, strengthening community engagement across California.
Education
• M.P.A., Master of Public Administration, CSULB
• B.A., Sociology & Spanish Literature, UCLA
Community & Personal Background
A native of Boyle Heights in East Los Angeles, Moises brings a deep understanding of Southern California’s diverse communities. He is fully bilingual in English and Spanish and is committed to helping public institutions communicate with clarity, transparency, and cultural relevance.
Whittier, CA 562.665.4659 [email protected]
Raul A. Riesgo
V ICE PRES ID EN T, THE MER IN O GR OU P
Education
Trinity Law School
Master’s Degree, Legal Studies
University of La Verne
B.S., Public Administration
Washington State University
Graduate Studies, Strategic Communications
Professional Summary
Seasoned communications strategist, writer, and public affairs professional with extensive experience shaping narratives, managing high-impact public campaigns, and leading crisis and digital communications for cities, public agencies, and private corporations. Accomplished journalist and storyteller focused on Latino communities, civic life, and local issues in Southeast Los Angeles County.
Affiliations
Member, Society of Biblical Literature
Member, Pico Rivera History and Heritage Society
Core Competencies
Strategic Communications • Crisis Communications • Public Relations • Digital Strategy • Government Relations • Messaging Development • Media Strategy • Speechwriting • Community Engagement
Selected Publications & Work
Freelance articles on Latino community issues, civic
participation, and local government. Researcher and
writer of the historical narrative of Pico Rivera,
documenting its political evolution, cultural growth,
and civic identity.
Experience
2012–Present – Vice President, The Merino Group – Los Angeles County, CA
Lead strategist overseeing communications, digital media, crisis management, and narrative development for government,
nonprofit, and private-sector clients; manage high-impact campaigns for Norwalk, Huntington Park, La Habra, Uptown Whittier, and regional associations.
2016–Present – Communications & Public Campaign Consultant Design and execute public-information campaigns on economic development, public safety, infrastructure, housing, and environmental issues; support private companies navigating regulatory challenges and public perception.
2007–2009 – Freelance Journalist, Whittier Daily News & Pico Rivera News
Reported on community issues, local government, and Latino cultural experiences; produced human-interest, sports and neighborhood-focused stories.
ITEM 6
CITY OF HUNTINGTON PARK
Community Development Department
City Council Agenda Report
January 13, 2026
Honorable Mayor and Members of the City Council
City of Huntington Park
6550 Miles Avenue
Huntington Park, CA 90255
Honorable Mayor and Members of the City Council:
CONSIDERATION AND DIRECTION TO REPROGRAM COMMUNITY
DEVELOPMENT BLOCK GRANT (CDBG) AND COMMUNITY DEVELOPMENT
BLOCK GRANT CORONAVIRUS RESPONSE (CDBG-CV) FUNDS
IT IS RECOMMENDED THAT THE CITY COUNCIL:
1. Provide direction on desired uses for unallocated CDBG and CDBG-CV funds; and
2. Authorize staff to begin Substantial Amendment process.
PURPOSE/JUSTIFICATION OF RECOMMENDED ACTIONS
The City prepares an Annual Action Plan (AAP) in connection with the Five-Year Consolidated Plan (ConPlan) which details how the City will spend its entitlement funds from the United States Department of Housing and Urban Development (HUD). The AAP is a multi-purpose document with two principal purposes:
• The AAP identifies the projects and programs to be undertaken during the upcoming fiscal year, and the proposed objectives and outcomes to be achieved within the overall context of the ConPlan; and
• The AAP acts as the City’s application process for federal formula grants, principally comprised of the CDBG and HOME Investment Partnerships (HOME) programs, and a one-time CDBG-CV grant.
According to 24 CFR 91.505 and the City’s Citizen Participation Plan, the City may reprogram its current-year CDBG and CDBG-CV funds through a Substantial Amendment to the FY 2025-2026 AAP and the 2019-20 AAP. This process requires:
• A 30-day public noticing period
CONSIDERATION AND DIRECTION FROM CITY COUNCIL ON CDBG AND CDBGCV REPROGRAMMING January 13, 2026
• A Public Hearing
• City Council Approval
DISCUSSION
In accordance with HUD regulations, CDBG and CDBG-CV funds must be expended in a timely manner. Funds that have not been expended within the prescribed time are subject to recapture by HUD. City Council’s directive is being requested to allocate CDBG and CDBG-CV funds as noted below..
CDBG Activities to be reallocated:
Staff have conducted a comprehensive review of the current CDBG balances and is requesting City Councils directive on allocating approximately $330,194.50 from previous fiscal years that are currently unprogrammed. Table no. 1 below identifies funds that have been programmed. It should be noted that the funds allocated to the After School Program, the Senior Program, Fair Housing and Administration are activities that have agreements in place and are currently being carried
CDBG Eligible Uses:
• Housing rehabilitation
• Acquisition of real property
• Economic development and job creation
• Code enforcement in conjunction with other eligible activities • Public facilities and improvements (parks, ADA, infrastructure, community centers)
CONSIDERATION AND DIRECTION FROM CITY COUNCIL ON CDBG AND CDBGCV REPROGRAMMING January 13, 2026
Table No.1
ANNUAL ACTION PLAN OVERVIEW
FISCAL YEAR 2025-2026
FISCAL YEAR 2024-2025
PROGRAM/ACTIVITY Funding Goal Supported
1. AFTER SCHOOL PROGRAM
This program provides a safe place for low/income youth clientele to participate in physical activities, homework assistance, and various activities such as arts, science, and health to minimize juvenile delinquency, child obesity, and promote health and well-being.
CDBG $40,862 Provide Needed Community Services to LMI
Persons
2. SENIOR PROGRAM
The program assists people aged 55 or older through free educational workshops, nutrition, physical activity, and financial health.
CDBG $40,862 Support Agencies that Assist Special Needs Populations
3. FAIR HOUSING PROGRAM
Fair Housing services will include housing discrimination counseling and investigative services, landlord-tenant housing dispute resolution services, education, and outreach services.
CDBG $30,000 Planning and Community Development
4. FAÇADE IMPROVEMENT PROGRAM
Facade improvement program aims for commercial revitalization by creating a pedestrian-friendly and aesthetically pleasing environment for residents, visitors, and tourists in the Pacific Blvd area. Business owners who own their building and operate a business in the same building can receive a grant of up to $35,000 for the improvement of their storefront.
CDBG $358,114 Sustain and Strengthen Neighborhoods
5. CDBG ADMINISTRATION
This program provides for the overall development, coordination, and monitoring of the CDBG program, HUD communication, and public participation. It will cover the salary and wages of local staff as well as professional fees for consultants to assist with the administration of HOME and CDBG programs.
CDBG $75,000 Planning and Community Development
PROGRAM/ACTIVITY Funding Goal Supported
1. FAÇADE IMPROVEMENT PROGRAM
Facade improvement program aims for commercial revitalization by creating a pedestrian-friendly and aesthetically pleasing environment for residents, visitors, and tourists in the Pacific Blvd area. Business owners who own their building and operate a business in the same building can receive a grant of up to $35,000 for the improvement of their storefront CDBG $133,671.25 Sustain and Strengthen
Neighborhoods
1-4: 186,724
CONSIDERATION AND DIRECTION FROM CITY COUNCIL ON CDBG AND CDBGCV REPROGRAMMING January 13, 2026
CDBG-CV Activities to be reallocated:
A review of current CDBG-CV balances identified $318,823.09 in unallocated funds. The only active program currently funded with CDBG-CV funds is the Hybrid Learning Program for $235,259. It is anticipated that funds will be expended by September 2026 for this program. City Council direction is requested to allocate the identified available funds to eligible activities.
Activity Title Approximate Balance to be Reallocated
CV – Unallocated Funds $ 318,823.09
Below is a list of CDBG-CV Eligible Uses:
• Rehabilitation of public facilities or park infrastructure to include o Broadband: wiring, fiber optic cables, permanently fixed equipment to provide broadband internet access in low-moderate income area o HVAC improvements to prevent COVID spread, plumbing upgrades to improve sanitation
o Creation or improvement of outdoor space for social distancing o Touchless water fountains, automatic doors
• Outdoor Recreation Facilities
o Provide additional space for outdoor activity.
o Purchase and install new gates, removal of architectural barriers that restrict access for elderly or disabled persons.
• Funding additional public services that carryout activities that prepare, respond, or prevent COVID such as:
o Homeless outreach
o Mental health services
o Food banks
FISCAL IMPACT/FINANCING
There will be no fiscal impact on the General Fund. Approved projects will be funded through HUD reimbursement grants via CDBG and CDBG-CV.
CONSIDERATION AND DIRECTION FROM CITY COUNCIL ON CDBG AND CDBGCV REPROGRAMMING January 13, 2026
CONCLUSION
Upon receiving City Council direction, staff will initiate the substantial amendment process to properly allocate the CDBG and CDBG-CV funds following HUD requirements.
Respectfully submitted,
RICARDO REYES
City Manager
LOUIS MORALES, Director
Community Development Department
ITEM 7
CITY OF HUNTINGTON PARK
Community Development Department
City Council Agenda Report
January 13, 2026
Honorable Mayor and Members of the City Council
City of Huntington Park
6550 Miles Avenue
Huntington Park, CA 90255
Honorable Mayor and Members of the City Council:
CONSIDERATION AND AUTHORIZATION TO RELEASE THE FISCAL YEAR (FY) 2026-2027 COMMUNITY DEVELOPMENT BLOCK GRANT (CDBG) AND HOME
INVESTMENT PARTNERSHIPS PROGRAM (HOME) NOTICE OF FUNDING
AVAILABILITY (NOFA)
IT IS RECOMMENDED THAT THE CITY COUNCIL:
1. Authorize City Manager to execute all documents for transmittal of the FY 2026- 2027 NOFA.
PURPOSE/JUSTIFICATION OF RECOMMENDED ACTIONS
The United States Department of Housing and Urban Development (HUD) mandates that all entitlement grantees submit an Annual Action Plan (AAP) that is in alignment with its Five-Year Consolidated Plan. The Consolidated Plan provides a strategic framework for the City’s housing and community development goals and sets the vision for allocating federal resources to housing, homelessness, community development, and special needs. The Annual Action Plan is a funding strategy that articulates the City’s utilization of CDBG and HOME grant funds and other available resources to undertake programs and projects that will help the City meet the goals and objectives outlined in the Five-Year Consolidated Plan.
In accordance with this requirement and to ensure an open and competitive process, the City of Huntington Park has prepared the Fiscal Year (FY) 2026-2027 CDBG and HOME Notice of Funding Availability (NOFA) to be published in a newspaper and invite eligible organizations to submit applications for funding.
Anticipated FY 2026-2027 Allocations
CONSIDERATION AND AUTHORIZATION TO RELEASE THE FY 2026-2027 CDBG
AND HOME NOFA
January 13, 2026
The anticipated FY 2026-27 allocation for CDBG is $544,838; this amount is inclusive of a Voluntary Grant Reduction (VGR) to address old audit findings. The anticipated FY 2026-2027 allocation for HOME is $450,000.
CDBG Funding Categories and Funding Limitations
The CDBG funding has six main categories of eligible activities defined by HUD: (1) Public Services, (2) Public Facilities & Improvements, (3) Economic Development, (4) Housing (including Housing Rehabiliation), (5) Acquisition, Demolition, Code Enforcement and (6) Planning and Administration. Federal regulations limit the amount that can be spent on two categories: public services, and planning and administration.
The public services category has a maximum spending cap of 15% of the grant allocation and any program income received during the previous fiscal year. The planning and administration cap is no more than 20% of the City’s CDBG entitlement grant and program income received in the previous fiscal year.
HOME Funding Categories and Funding Limitations
The HOME program fund is restricted to affordable housing activities. The main categories to allocate funds are: (1) Homeowner Rehabilitation, (2) Homebuyer Assistance, (3) Rental Housing, (4) Tenant-Based Rental Assistance (TBRA), (5) Community Housing Development Organization (CHDO) Set-Aside, and (6) HOME Program Administration. Federal regulations limit the amount that can be spent on two categories: CHDO and HOME Administration. At least 15% of the City’s HOME entitlement grant for the fiscal year must be set aside for specific activities to be undertaken by a CHDO and no more than 10% of the City’s fiscal year allocation may be used for HOME planning and administration.
Application Requirements and Evaluation Criteria
Agencies that propose activities that align with HUD eligibility requirements and the City’s community development priorities are encouraged to apply. The NOFA will direct interested parties to submit the FY 26-27 Subrecipient Application. The evaluation criteria includes reviewing applications for eligibility, feasibility, and consistency with the City’s Consolidated Plan (ConPlan) goals. Recommendations will then be presented to the City Council for consideration as part of the Annual Action Plan (AAP) development and approval process.
CONSIDERATION AND AUTHORIZATION TO RELEASE THE FY 2026-2027 CDBG
AND HOME NOFA
January 13, 2026
Key Deadlines
AAP Proposed Schedule contains detailed dates to ensure timely submittal of the AAP to HUD which is typically on May 15, 2026. Below are the key deadlines:
Action Date
Submit NOFA Public Notice to Newspaper 1/15/2026
NOFA Mandatory Workshop 2/26/2026 at 10AM
City Council Public Hearing #1 3/10/2026
City Council Public Hearing #2 4/28/2026
Submit AAP to IDIS 5/4/2026
FISCAL IMPACT/FINANCING
There will be no fiscal impact on the General Fund. Approved activities will be funded through the HOME and CDBG grants which are reimbursable to the City.
CONCLUSION
Upon the Council’s direction, staff will proceed with actions as directed.
Respectfully submitted,
RICARDO REYES
City Manager
LOUIS MORALES, Director
Community Development Department