Agenda packet — Modesto City Council, February 27, 2024 (part 2 of 8)

The Consultant will perform the following tasks on an as-needed basis, and will report directly to the City Manager and/or Deputy City Manager:

Advertising
 Review existing messaging and develop new messaging, update creative ads and visual designs, increase target audiences, and deliver messaging for the online digital campaign.
 Develop digital advertising campaigns for social media platforms (e.g. Facebook, LinkedIn, Instagram, and/or Google) that target intended audiences, increase awareness of city services and work, and drive increased traffic to the city website.
 Exploration and execution of additional print and digital advertising opportunities including but not limited to public transportation, kiosks, radio, television, publications, billboards, etc.
 Production of promotional videos, including scripting, filming, editing, motion graphics, and other video and photo-oriented requests.
 Production of promotional audio content such as a regular podcast or radio advertising.

Reporting and Consultation
 Conduct regular meetings (Weekly, Bi-Weekly) via phone, video conference, or in person to discuss metrics, strategies, and campaigns.  Review of current marketing and advertising strategies.  Conduct media monitoring to track city mentions as well as trending topics.  Provide monthly reports on social media platform performance.

Graphic Design
 Develop digital and print advertising messaging and designs that support the City’s marketing campaigns.
 Graphic design support for various projects, such as but not limited to print ads in publications, posters, brochures, social media graphics, website graphics, etc. All content must follow ADA guidelines.
 Update the City of Modesto Branding Guide to include any additions or edits that may arise, such as template formats or sub-brand logo usage.  On-Call graphic design services as needed.

DISCUSSION:

On October 4, 2023, the City Manager authorized the Purchasing Manager to solicit the procurement for Public Relations and Marketing Services. On October 18, 2023, the Purchasing Division issued Request for Proposal (RFP) 2324-36 for the Public Relations and Marketing Services on the City’s PlanetBids public bidding website under various commodity codes.1 Prospective bidders were notified online of the bid opportunity. Forty-eight (48) companies downloaded the RFP document from PlanetBids.

Nine (9) companies chose to respond, there were two (2) local proposals received. An evaluation committee comprised of three (3) City staff members which included a Deputy City Manager, Economic Development Manager, and the Communications and Media Relations 1 91500-Communications and Media Related Services, 91826-Communications: Public Relations Consulting, 91827-Community Development Consulting, 91876-Marketing Consulting, 96153-Marketing Services (Incl.

Distribution, Research, Sales Promotions, Etc.)
#11..
- 271 -
City Council February 27, 2024
Public Relations and Marketing Services

Page 3 of 4 ends

Officer evaluated the proposals. The evaluation was based on proposals which should provide a straightforward and concise presentation adequate to satisfy the requirements of the RFP. On November 1, 2023, proposals were received by the Purchasing Department. Emphasis should be on the quality, completeness, and clarity of contents. Responsiveness to the RFP will be principal basis for evaluation; Proposals were evaluated based on project understanding and approach, qualification of consultant staff and sub-consultant staff, experience of firm, and cost, schedule and deadlines. Consultant’s experience in conducting assignments of similar scope; Methodology to be employed in conducting the services; Proposer’s support organization and in-house quality control and quality assurance methods; Proposal clarity in expressing the understanding of the City needs and in defining a defined plan for satisfying these needs; Proposer’s prior record of performance with city or others; Availability to work with the City.

Based on being the top three highest ranked in total evaluation criteria, the evaluation committee recommends the award of proposal for the Public Relations and Marketing Services to Tripepi Smith, Irvine, CA, Serotonin Creative Consultancy, Modesto, CA, and 3fold Communications, Sacramento, CA.

The City of Modesto needs a full range of marketing services. The consultants will review existing messaging and develop new messaging, update creative ads/visual designs, refine target audiences, and deliver messaging for print or digital campaigns. Develop digital advertisement campaigns for social media platforms that target intended audiences for different purposes. Execution of additional print and digital advertising opportunities such as (but not limited to) airports, trains or metro lines, buses, radio, television, publications, etc. Assist with the production of promotional videos, including scripting, filming, editing, motion graphics, and other video and photo-oriented requests. Graphic design support for various projects, such as but not limited to print ads in publications, posters, brochures, social media graphics, website graphics, etc.

We have opted to award this to three marketing companies to ensure a diverse range of options and access to various talents.

Modesto Municipal Section 8-3.203 requires all purchases which meet or exceed $100,000 for material, equipment, or contractual services to be formally bid. Based on the responsive and responsible proposer offering the Public Relations and Marketing Services which conforms to the Modesto Municipal Code, 8-3.203 City staff recommends the award of proposal for the Public Relations and Marketing Services to Tripepi Smith, Irvine, CA, Serotonin Creative Consultancy, Modesto, CA, and 3fold Communications, Sacramento, CA.

FISCAL IMPACT:

The anticipated annual cost of $280,000 will be absorbed within the current Fiscal Year 2023-24 operating budget in the Communications and Legislative Affairs (Cost Center 02015) and the Measure H - Communications and Legislative Affairs (Cost Center 02016) and other department budgets within the organization that make use of these agreements for marketing services.

Funding sources will include the General Fund, Measure H Funds, Utility Funds, and other departmental funds depending upon use of the agreements by the departments. This cost will be split between the three awardees as follows:
#11..
- 272 -
City Council February 27, 2024
Public Relations and Marketing Services

Page 4 of 4 ends

Company Award Amount
Tripepi Smith $100,000
Serotonin Creative Consultancy $90,000
3fold Communications $90,000
Grand Total $280,000
COMMITTEE RECOMMENDATION:

This item was presented to the Finance Committee on January 29, 2024, and was recommended to be forwarded to Council for approval.

RECOMMENDED COMMITTEE ACTION:

Staff Recommendations:

Resolution approving the Award of Proposals and Agreements for Public Relations and Marketing Services to Tripepi Smith, Irvine, CA, Serotonin Creative Consultancy, Modesto, CA and 3fold Communications, Sacramento, CA for a two (2) year agreement with three (3) oneyear extension options for a combined annual estimated amount of $280,000 and a total combined amount not to exceed $1,400,000 over five years and authorizing the City Manager, or his designee, to execute the Agreements.

Approved by:

Forrest Ebbs, Deputy City Manager
Joseph P. Lopez, City Manager
Attachments:

1. Resolution

2. Agreement Tripepi Smith

3. Agreement Serotonin Creative Consultancy

4. Agreement 3fold Communications

5. Scoring Abstract

6. Request for Proposal (RFP)

7. 3fold Communications Proposal

8. Tripepi Smith Proposal

9. Serotonin Creative Consultancy Proposal
#11..
- 273 -
1 Meeting Date/Dept/Contact/Item # 2024-xxx

MODESTO CITY COUNCIL
RESOLUTION NO. 2024-XX

RESOLUTION APPROVING THE AWARD OF PROPOSALS AND

AGREEMENTS FOR PUBLIC RELATIONS AND MARKETING SERVICES TO

TRIPEPI SMITH, IRVINE, CA, SEROTONIN CREATIVE CONSULTANCY, MODESTO, CA AND 3FOLD COMMUNICATIONS, SACRAMENTO, CA FOR A TWO (2) YEAR AGREEMENT WITH THREE (3) ONE-YEAR EXTENSION OPTIONS FOR A COMBINED ANNUAL ESTIMATED AMOUNT OF $280,000 AND A TOTAL COMBINED AMOUNT NOT TO EXCEED $1,400,000 OVER

FIVE YEARS AND AUTHORIZING THE CITY MANAGER, OR HIS

DESIGNEE, TO EXECUTE THE AGREEMENTS
WHEREAS, the City of Modesto desires to contract for professional services to expand and enhance its current communication efforts; and WHEREAS, Modesto Municipal Section 8-3.203 requires all purchases which meet or exceed $100,000 for material, equipment, or contractual services to be formally bid; and
WHEREAS, on October 4, 2023, the City Manager authorized the Purchasing Manager to solicit the procurement for Public Relations and Marketing Services and on October 18, 2023, the Purchasing Division issued Request for Proposal (RFP) 2324-36 for the Public Relations and Marketing Services on the City’s PlanetBids public bidding website under various commodity codes; and
WHEREAS, a committee of City staff evaluated the proposals using uniform criteria and identified the three highest ranked proposals and identified the following three highest ranked firms: Tripepi Smith of Irvine, CA, Serotonin Creative Consultancy of Modesto, CA, and 3fold Communications of Sacramento, CA.

NOW, THEREFORE, BE IT RESOLVED by the Council of the City of Modesto that it hereby approves the Award of Proposals and Agreements for Public Relations and Marketing Services to Tripepi Smith, Irvine, CA, Serotonin Creative Consultancy, #11..
- 274 -
2 Meeting Date/Dept/Contact/Item # 2024-xxx
Modesto, CA and 3fold Communications, Sacramento, CA for a two (2) year agreement with three (3) one-year extension options for a combined annual estimated amount of $280,000 and a total combined amount not to exceed $1,400,000 over five years.

BE IT FURTHER RESOLVED, that the City Manager, or his designee is hereby authorized to execute the Agreements, in a form approved by the City Attorney.

The foregoing resolution was introduced in a regular meeting of the Council of the City of Modesto held on the 27th day of February 2024, by Councilmember ________, who moved its adoption, which motion being duly seconded by Councilmember ______, was upon roll call carried and the resolution adopted by the following vote:

AYES: Councilmembers:

NOES: Councilmembers:

ABSENT: Councilmembers:

ATTEST: _____________________________
DIANE NAYARES-PEREZ, City Clerk
(SEAL)
APPROVED AS TO FORM:

BY: _______________________________________
JOSE M. SANCHEZ, City Attorney
#11..
- 275 -

STANDARD AGREEMENT

FOR CONSULTANT SERVICES
THIS AGREEMENT, made and entered into in the City of Modesto, State of California, this 27th day of February, 2024 (“Effective Date”) by and between the CITY OF MODESTO, a municipal corporation of the State of California, hereinafter referred to as "City", and Tripepi Smith, a California corporation, hereinafter referred to as "Consultant".

This Agreement is made with regard to the following recitals:

A. The City has determined that it is need of Communication and Marketing services for various City-wide initiatives.

B. Consultant represents that it is qualified, willing, and able to provide the services to prepare said document(s).

NOW, THEREFORE, in consideration of this agreement, and the mutual promises, covenants, and stipulations hereinafter contained, the parties agree as follows:

1. SCOPE OF SERVICES.

Consultant shall undertake and complete the scope of work as set forth and described in the documents attached hereto and referred to as Exhibit "A" or "Project". The Consultant shall perform the services as described in Exhibit “A” in a manner compatible with the standards of its profession and shall produce a fully complete project that is acceptable to City.

2. TERM OF AGREEMENT.

The term of the agreement shall be for a period of two (2) years, with three (3) one-year extension options at the sole discretion of CITY, for a total of up to five (5) years.

Year 1: February 27, 2024 through February 26, 2025
Year 2: February 27, 2025 through February 26, 2026
Year 3: February 27, 2026 through February 26, 2027
Year 4: February 27, 2027 through February 26, 2028
#11..
- 276 -
Year 5: February 27, 2028 through February 26, 2029
Price increases for subsequent contract years, three, four and, five shall increase by 5% or the national BLS Consumer Price Index, whichever is higher on annual basis and shall be negotiated through the Purchasing Division. Requests for price increases shall be submitted by CONTRACTOR in writing, sixty (60) days prior to the annual anniversary date of the agreement to be effective for the subsequent year.

3. COMPENSATION
Consultant agrees to accept an annual estimated amount of $100,000 as full remuneration for performing all services and furnishing all staffing and materials for the City in accordance with Exhibit "A”.

The Compensation shall be paid pursuant in the manner and at the times set forth below:

City shall pay Consultant on a time and materials basis for Consultant’s actual costs for all work called for in Exhibit “A” to this Agreement. All work to be performed under this Agreement shall be billed at the hourly rates set forth in Exhibit “A” attached hereto. Consultant shall submit monthly invoices to City which include detailed tasks, hours worked, and billable rates for all work completed, and detailed receipts for any reimbursable expenses paid by Consultant and identified in Exhibit “A” or approved by the City in writing.

City shall pay Consultant Net 45 Days via manual check.

4. OBLIGATIONS OF CONSULTANT.

Throughout the term of this Agreement, Consultant shall possess, or secure all licenses, permits, qualifications and approvals legally required to conduct business. Consultant warrants that it has all of the necessary professional capabilities and experience, as well as all tools, instrumentalities, facilities, and other resources necessary to provide the City with the services #11..
- 277 -
contemplated by this Agreement. Consultant further warrants that it will follow the best current, generally accepted, and professional practices to make findings, render opinions, prepare factual presentations, and provide professional advice and recommendations regarding this project.

5. PERFORMANCE BY KEY EMPLOYEE.

Consultant has represented to City that Kaitlyn Wu will be the person primarily responsible for the performance of the services referred to in this Agreement. City has entered into this Agreement in reliance on that representation by Consultant. Consultant therefore agrees that percent (30 %) or more of the time to be devoted to the project that is the subject of this Agreement will be that of the above-named person.

6. OWNERSHIP OF DOCUMENTS/TITLE TO DATA.

Ownership of Documents
All reports, drawings, designs, graphics, working papers and other incidental work or materials furnished hereunder shall become and remain the property of the City, and may be used by City as it may require without any additional cost to City. No reports shall be used by the Consultant for purposes other than this contract without the express prior written consent of City.

Title to Data
If, as a part of the agreement, Consultant is required to produce data such as, but not limited to, drawings, plans, specifications, calculations, models, flow diagrams, visual aids and other related materials, the originals of all such data generated under this agreement will be delivered to City upon the completion or termination of services under the contract. It is understood and agreed that the documents and other materials, including but not limited to those described above, prepared pursuant to this Agreement are prepared specifically for the City and are not necessarily suitable for any future or other use.

All materials, documents, data, or information obtained from the City data files or any City medium furnished to Consultant in the performance of this Agreement will at all times remain #11..
- 278 -
the property of the City. Such data or information may not be used or copied for direct or indirect use by Consultant after termination of this Agreement without written consent of the City.

7. NEWS AND INFORMATION RELEASE.

Consultant agrees that it will not issue any news releases in connection with either the award of this Agreement, or any subsequent amendment of or efforts under this Agreement, without first obtaining review and approval of said news releases from the City Manager.

8. CONFLICT OF INTEREST.

Consultant warrants that it presently has no interest and shall not acquire any interest, direct or indirect, which would create a “conflict of interest”, as that term is defined in the Political Reform Act (Gov. Code § 81000 et seq), for the Consultant in the performance of this Agreement.

Consultant warrants that, in performance of this Agreement, Consultant shall not employ any person having any such interest. Consultant understands that, if this Agreement is made in violation of Government Code § 1090 et seq., the entire Agreement is void and Consultant will not be entitled to any compensation for services performed. Consultant agrees to file a Statement of Economic Interests with the City Clerk at the start and end of this contract if so, required at the option of City.

9. AMENDMENTS.

This Agreement, including the Exhibits attached hereto, may be amended only by a writing signed by both Parties. City will not be responsible to pay any charges Consultant may incur in performing services not identified in Exhibit ‘A’ unless first authorized by the City in writing.

10. INDEPENDENT CONTRACTOR.

All acts of Consultant, its agents, officers, and employees and all others acting on behalf of Consultant relating to the performance of this Agreement, shall be performed as independent contractors and not as agents, officers, or employees of City. Except as City may specify in writing, Consultant has no authority to bind or incur any obligation on behalf of City. Consultant has no authority or responsibility to exercise any rights or power vested in the City. It is understood by both Consultant #11..
- 279 -
and City that this Agreement shall not under any circumstances be construed or considered to create an employer-employee relationship or a joint venture. Consultant, its agents, officers, and employees are and, at all times during the terms of this Agreement, shall represent and conduct themselves as independent contractors and not as employees of City.

Consultant shall determine and control the method, details, and means of performing the work and services to be provided by Consultant under this Agreement. Consultant shall be responsible to City only for the requirements and results specified in this Agreement, and, except as expressly provided in this Agreement, shall not be subjected to City's control with respect to the physical action or activities of the Consultant in fulfillment of this Agreement. Consultant is permitted to provide services to others during the same period service is provided to City under this Agreement. If necessary, Consultant has the responsibility for employing other persons or firms to assist Consultant in fulfilling the terms and obligations under this Agreement.

It is understood and agreed that as an independent contractor and not an employee of City neither the Consultant or Consultant's assigned personnel shall have any entitlement as a City employee, right to act on behalf of the City in any capacity whatsoever as an agent, or to bind the City to any obligation whatsoever. It is further understood and agreed that Consultant must issue W-2 forms or other forms as required by law for income and employment tax purposes for all of Consultant's personnel.

11. ASSIGNMENT.
#11..
- 280 -
Neither this Agreement nor any portion thereof shall be subcontracted or assigned, other than noted in Exhibit ‘A’, without the express prior written consent of the City in each and every instance.

12. PATENT/COPYRIGHT MATERIALS.

Unless otherwise expressly provided in the contract, Consultant shall be solely responsible for obtaining the right to use any patented or copyrighted materials in the performance of this Agreement. Consultant shall furnish a warranty of such right to use to City at the request of City.

13. NOTICES.

Notice required by this Agreement shall be given in writing and shall be deemed given and effective upon delivery provided that such are delivered in accordance with the provisions of this Section. Notices shall be delivered either by: (a) personal delivery; (b) overnight courier service which obtains confirmation of delivery; or (c) certified mail, return receipt requested, if delivery is confirmed by a return receipt; or (d) by electronic transmission subject to reasonable proof that the notice was both transmitted and received. Each such notice shall be sent to the parties at the address respectively set forth below or to such other address as a party may designate by written notice given in accordance with the provisions of this Section:

FOR CONSULTANT: Name: Tripepi Smith
Address: PO Box 52152
Irvine, CA 92619-2152
Attention: Ryder Todd Smith, Co-Founder & President
Phone: (626) 536-2173
Email: [email protected]
FOR CITY: Name: City of Modesto
Address: P.O. Box 642
Modesto, CA 95353
Attention: Forrest Ebbs
Phone: (209) 577- 9149
Email: [email protected]

14. INSURANCE REQUIREMENTS.
#11..
- 281 -
The Consultant shall provide at its own expense and maintain at all times the following insurance with insurance companies licensed in the State of California and shall provide evidence of such insurance to the City as may be required by the Risk Manager of the City. The policies or certificates thereof shall provide that, thirty (30) days prior to cancellation or material change in the policy, notices of same shall be given to the Risk Manager of the City via PINS Advantage Insurance Program, for all of the following stated insurance policies.

In the event the certificates of insurance required hereunder do not provide for notice of cancellation to the certificate holder and/or additional insureds, the Consultant shall provide, and shall require its subcontractors to provide, as an express condition precedent to payment hereunder, an endorsement from their insurers providing that the additional insureds identified herein shall be provided 30 days’ notice of the cancellation on the policies of insurance required hereunder (10 days’ notice if the policies are cancelled for non-payment of premium). In addition, the named insured on all such policies shall provide to the additional insureds identified herein any notice of cancellation of said insurance policies within 5 business days of receipt of such notice. The Consultant shall, as a further express condition precedent to payment for work performed, affirm under penalty of perjury that the required insurance on the project remains in place and said insurance has not been cancelled. (a) General Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. If Commercial General Liability Insurance or other form with a general aggregate limit is used, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. This insurance shall indicate on the certificate of insurance the following coverages and indicate the policy aggregate limit applying to premises and operations; broad form contractual; independent consultants and subcontractors; products and completed operations as applicable. (b) Automobile Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. This insurance shall cover hired and non-owned automobiles for bodily injury and property damage. #11..
- 282 -
(c) Worker's Compensation - in compliance with the statutes of the State of California, plus employer's liability with a minimum limit of liability of $1,000,000. (d) Professional Liability insurance with a minimum limit of $1,000,000 per claim and policy aggregate. If coverage is on a claim made basis it shall be maintained for at least three (3) years following completion of the work.

If at any time any of said policies shall be unsatisfactory to the City, as to form or substance, or if a company issuing such policy shall be unsatisfactory to the City, the Consultant shall promptly obtain a new policy, submit the same to the Risk Manager for approval and submit a certificate thereof as hereinabove provided. Upon failure of the Consultant to furnish, deliver or maintain such insurance and certificates as above provided, this Agreement, at the election of the City, may be forthwith declared suspended or terminated. Failure of the Consultant to obtain and/or maintain any required insurance shall not relieve the Consultant from any liability under this Agreement, nor shall the insurance requirements be construed to conflict with or otherwise limit the obligations of the Consultant concerning indemnification. The City, its agents, officers, employees, and volunteers shall be named as an additional insured on all insurance policies required herein, except Workers' Compensation and Professional Liability. The Workers' Compensation insurer shall agree to waive all rights of subrogation against the City, its agents, officers, employees, and volunteers for losses arising from work performed by Consultant for the City. The Consultant's insurance policy(ies) shall include a provision that the coverage is primary as respects the City; shall include no special limitations to coverage provided to additional insured; and, shall be placed with insurer(s) with acceptable Best's rating of A: VII or with approval of the Risk Manager. The Consultant must deliver certificates evidencing existence of the insurance listed above to the City prior to the time the contract is signed.

CONSULTANT shall provide CITY with separate endorsements evidencing proof of the CITY’s additional insured status as to both the general liability and automobile liability insurance policies. In addition, CONSULTANT shall provide CITY with a Workers Compensation subrogation waiver by way of a separate endorsement. All endorsements referenced #11..
- 283 -
above must include the applicable policy number.

For any claims related to this project, the CONSULTANT’S insurance coverage shall be primary insurance as respects the Entity, its officers, officials, employees, and volunteers. Any insurance or self-insurance maintained by the Entity, its officers, officials, employees, or volunteers shall be excess of the CONSULTANT’S insurance and shall not contribute with it.

15. TERMINATION OF AGREEMENT.

Termination for Default
In the event either party fails to perform under this AGREEMENT or breaches any condition contained herein, the other party shall notify in writing the breaching party of the nonperformance. Within 10 days after receipt of notification, the breaching party shall correct any nonperformance to the reasonable satisfaction of the non-breaching party, or such other time as may be identified in the notice. Failure to correct any non-performance shall allow the non-breaching party to terminate this AGREEMENT for cause.

Termination by City for Convenience
City may cancel this Agreement with 5 days written notice, with or without cause, upon written notification to Consultant.

Post-Termination Procedure
Upon receipt of a written notice of termination, the Consultant shall:
a. Cease its work as directed in the notice of termination as of the termination date and see to it that its employees, subconsultants and agents are notified of such termination and act as specified in the notice of termination;
b. Terminate all orders and Subcontractors except as necessary to complete any portion of the work that is not terminated;
c. If directed in writing by the City to do so, assign all right, title and interest in subcontracts and materials in progress to City, in which #11..
- 284 -
case the City will have the right at its discretion to settle, or pay any or all claims arising out of the termination of such subconsultants, but in no event shall recovery by any Consultant or subconsultant include lost profits for portions of the work not completed or undertaken, including materials not delivered;
d. Deliver or otherwise make available to the City all data, drawings, specifications, reports, estimates, summaries and such other information and material as may have been accumulated by the Consultant in performing the work whether completed or in process;
e. Settle outstanding liabilities and claims, subject to the approval of City; f. Complete performance of such part of the Project as has not been terminated;
g. Take such other actions as may be necessary, or as may be directed by the City for the protection and preservation of the Project and/or property related to the Project;
h. If City so requests, and at City's cost, Consultant shall provide sufficient oral or written status reports to make City reasonably aware of the status of Consultant's work on the project.

City will pay Consultant for work actually completed prior to the receipt of the termination notice or otherwise completed in accordance with the notice of termination. The final payment to the Consultant after termination for convenience shall be limited to amounts due and owing under the Agreement at time of termination, including the following:
a. The cost of settling and paying valid claims arising out of the termination of the Work such as subconsultant agreements or contracts for materials;
b. The Agreement price allocable to the portion of the Work properly #11..
- 285 -
performed or goods supplied to the work site by the Consultant as of the date of termination, as determined in accordance with the notice of termination, reduced by any sums previously paid to the Consultant.

16. INDEMNITY.

The Consultant shall hold the City, its agents, officers, employees, and volunteers, harmless from and save, defend and indemnify them against any and all claims, losses, liabilities, judgments or damages from every cause, including but not limited to injury to person or property or wrongful death, including reasonable costs and expenses of defense of any judicial or administrative action, arising directly or indirectly out of any negligent or intentional act or omission of Consultant, or its agents, officers, employees, or volunteers relating to or during the performance of its obligations under this Agreement.

Consultant's obligation to defend, indemnify, and hold the City, its agents, officers, and employees harmless under the provisions of this paragraph is not limited to or restricted by any requirement in this Agreement for Consultant to procure and maintain a policy of insurance.

In the event that Consultant or any employee, agent, or subcontractor of Consultant providing services under this Agreement is determined by a court of competent jurisdiction or the California Public Employees Retirement System (PERS) to be eligible for enrollment in PERS as an employee of City, Consultant shall indemnify, defend, and hold harmless City for the payment of any employee and/or employer contributions for PERS benefits on behalf of Consultant or its employees, agents, or subcontractors, as well as for the payment of any penalties and interest on such contributions, which would otherwise be the responsibility of City.

17. DISPUTE RESOLUTION.

Venue for all claims, controversies, or disputes arising out of, or relating to the formation of this Agreement, or the breach, termination execution, enforcement, interpretation, or validity of this Agreement, including the determination of the scope or applicability of this contract provision #11..
- 286 -
shall be in the Superior Court of Stanislaus County or the United States District Court for the Eastern District of California.

18. ATTORNEYS’ FEES.

If a party to this AGREEMENT brings any action, including an action for declaratory relief, to enforce or interpret the provision of this AGREEMENT, the prevailing party shall be entitled to reasonable attorneys’ fees in addition to any other relief to which that party may be entitled.

The court may set such fees in the same action or in a separate action brought for that purpose.

19. ENTIRE AGREEMENT.

This Agreement and its exhibits contain the entire understanding between Consultant and City. All previous proposals, offers and communications relative to this Agreement, whether oral or written, are hereby superseded except to the extent that they have been incorporated into this Agreement.

20. PARTIAL INVALIDITY.

If any provision in this Agreement is held by a court of competent jurisdiction to be invalid, void, or unenforceable, the remaining provisions shall nevertheless continue in full force without being impaired or invalidated in any way.

21. WAIVER.

The waiver by any party to this Agreement of a breach of any provision hereof shall be in writing and shall not operate or be construed as a waiver of any other or subsequent breach hereof unless specifically stated in writing.

22. AUDIT.

Consultant agrees to retain reports, records, documents, and files related to charges under this Agreement for a period of four (4) years following the date of final payment for #11..
- 287 -
Consultant services. City's representative shall have the right to reproduce any of the aforesaid documents.

23. GOVERNING LAW.

This Agreement shall be governed according to the laws of the State of California.

24. HEADINGS NOT CONTROLLING.

Headings used in the Agreement are for reference purposes only and shall not be considered in construing this Agreement.

25. COMPLIANCE WITH LAWS.

Consultant shall insure compliance with all safety and hourly requirements for employees, in accordance with federal, state, and county safety and health regulations and laws.

Consultant shall fully comply with all applicable federal, state, and local laws, ordinances, regulations and permits.

26. CITY BUSINESS LICENSE.

Consultant will have a City of Modesto business license. #11..
- 288 -
IN WITNESS WHEREOF, the City of Modesto, a municipal corporation, has authorized the execution of this Agreement for Consultant Services by its City Manager and attestation by its City Clerk under authority of Resolution No. 2024 - ____ , adopted by the Council of the City of Modesto on the day of ________________ , 2024, and Tripepi Smith has caused this agreement to be duly executed as of the Effective Date.
#11..
- 289 -
Exhibit A
Per the City’s request, Tripepi Smith proposes a Time & Materials approach for this work to allow the city the flexibility to “ramp up” and “ramp down” efforts according to budget and priorities. Tripepi Smith staff will provide these services based on the hourly personnel rates listed below. However, some services, such as those identified in the Ongoing table on the next page may be suited for a monthly Retainer that allows the city to sustain communication efforts, with other elements, such as for graphic design, videography, digital advertising, and photography being better suited for a Time & Materials (As-Needed) arrangement. 2023-2024 Standard Hourly Rates
Title Hourly - Standard Hourly – Retainer
Principal $350 $295
Director $240 $215
Art/Creative Director $240 $215
Senior Business Analyst $190 $165
Business Analyst $130 $110
Junior Business Analyst $105 $90
Senior Videographer/Animator $190 $165
Senior Photographer $160 $135
Videographer/Photographer $120 $100
Senior Graphic Designer $175 $145
Graphic Designer $120 $100
Junior Graphic Designer $105 $90
Web Developer $195 $165
Drone Operator $195 $165
Council Chamber A/V Operator $105 $90
#11..
- 290 -
Billing
Time at Tripepi Smith is billed in 15-minute increments – i.e., we invoice our time in the following examples: 1.25, .75, 4 or 6.5 hours. Terms are net 30 days.

Retainer Discount
When client monthly retainers exceed six-thousand-seven-hundred fifty dollars ($6,750) a month, they have access to our reduced Hourly – Retainer rates noted above. Otherwise, any ad hoc work done outside the scope of the Retainer would be at the Hourly – Standard rates.

Annual Increase
Tripepi Smith will increase the hourly rates and retainer fees for all resources by five percent (5%) or the national BLS Consumer Price Index — whichever is higher — each year on the anniversary of the contract, starting on the first anniversary of any contract when the contract duration is longer than one year. Otherwise, new rates will be negotiated with each new contract renewal period.

Ongoing Services
Below are approximate costs for an ongoing scope of services requested by the City. We recommend the following scope to initiate a strategy for the team to integrate with the City and establish a flow of work so when other projects arise, we can act swiftly with experience under our belts. We recommend pursuing these services on a Retainer basis in order to sustain outreach momentum.

Tripepi Smith will clearly note and seek authorization for all services. #11..
- 291 -
Deliverable Quantity/Notes
Project Management Leverages Senior Business Analyst (SBA), Business Analyst (BA) and Junior Business Analysts (JBAs)
Conduct weekly client checkin calls, provide check-in call recap outlining action items
and deadlines, advise on
media relations and strategy
Max. of 60 minutes per call plus
Approx. 11 hours monthly
TOTAL TASK COST Varying upon need
Media Intelligence Services Leverages SBA, BA, JBA
Search news and social media
for key terms and issues
impacting the City
Includes weekly email digest & monthly analytics
Fixed Monthly Rate
TOTAL TASK COST Varying upon need
Metric & Analytic Reporting Leverages JBAs
Produce regular report on key
performance metrics for external
communication channels: social
media, email, media mentions,
etc.
1 report per month (PDF file)
Approx. 7 hours monthly JBA
TOTAL TASK COST Varying upon need
Quarterly Communication
Strategy
Leverages JBA and BA with oversight from SBA
Quarterly meeting with Dept.
heads to plan next year of
communication opportunities.

Keeping centralized “Content
Calendar” updated throughout
the year for staff’s reference
Max. of 2 hours per meeting
Leverages Google Sheets
Approx. 7 hours JBA
Approx. 5 hours BA
Approx. 3 hours SBA
Varying upon need
City Council Agenda
Scanning
Leverages JBA with
support from BA
Monitor agendas to flag
upcoming issues
Approx. 2 hours JBA
Approx. 1 hour BA
TOTAL TASK COST Varying upon need
#11..
- 292 -
Estimated Costs by Deliverables
Below are approximate costs for other deliverables requested in the City’s RFP, available on a Time & Materials (As-Needed) basis.

Scope Element Price Notes
Pop-Up Events ~$3,600.00 Assumes two (2) up to two (2) hour workshops; travel costs included
Virtual Forum ~$2,455.00 Assumes one (1) virtual discussion up to three (3) hours
Advertising Fees & ~$1,265.00 Boosting up to five (5) posts at Configuration $200 per post
Web Content Development ~$1,910.00 Up to nine (9) hours of content development and maintenance support
Curation of Email Campaign ~$850.00 Limited to two (2) drafts/e-newsletter; includes issuing one (1) email newsletter to an existing
email list; City to generate newsletter content
Creation of Email
Campaign
~$1,050.00 Limited to two (2) drafts/enewsletter; Tripepi Smith to generate newsletter content with
City staff providing imagery and
details
Press Release/News Article ~$770.00 One (1) press release; approx. 500 words Social Media Posts ~$1,255.00 Development of up to five (5) social media posts; social media graphic design included
Video Production ~$10,450.00 Inclusive of one full-day shoot, equipment fees, travel costs
Quarterly Photoshop ~$5,500.00 Inclusive of one (1) full-day shoot.

Media Intelligence Services $495.00 - $825.00 Inclusive of scope below Graphic Design Website Hero Image - Limited to three (3) drafts per item:
$190.00 two (2) drafts, final
Print/Digital Short Format
Quarterly Newsletter -
~$1,175.00
Print/Digital Banner -
~$995.00
Print/Digital Flyer -
~$850.00
#11..
- 293 -
Other Costs
Because Tripepi Smith offers a broad set of services, we have some other related fees that may come up during our engagement that we want to tell you about.

Equipment Fees
Tripepi Smith offers some services that require equipment, such as drone operations and video production.

As such, in those cases, the following rates apply:

Title Half Day Full Day
Video Equipment $400 $600
Drone Equipment N/A $500
$600 for a full day of video equipment use (includes full set of video equipment). Full day is defined as a shoot
lasting four (4) or more hours.
$400 for a half day of video equipment use. Half day is defined as anything up to four hours of video production.

All such expenses will be authorized by the organization prior to fee being assessed. $500/day drone fee applies and is not inclusive of the drone operator time (Drone Operator rate).

Print & Advertising Fees
Print costs, digital promotion, media placement
Client Pays
Directly
No Fees
Client Reimburses
TS 10 %
 Print Costs: Tripepi Smith is happy to use a printer of the client’s choosing for print production work, or to recommend a
printer with whom we have experience. Tripepi Smith typically has the printer bill the client directly for work. Tripepi Smith
makes no money on print services and has no economic interest in the selected print vendor other than ensuring quality and
fair pricing for our clients. If Tripepi Smith is asked to pay the bill for the client, we will apply a 10% agency fee to the
reimbursement expense.
#11..
- 294 -
 Digital Advertising: Tripepi Smith is a Google Partner and Constant Contact Solution Provider and has Facebook Certified
staff. We consider digital platforms to be a cornerstone element of any outreach strategy; often this comes with digital
advertising fees. Tripepi Smith typically uses a client’s credit card to cover such fees, and those fees are impossible to
estimate at this time without our firm being engaged in the work with the team. If a Tripepi Smith credit card is used to run
the advertising campaign, then we will charge an additional 10% agency fee on all advertising charges to compensate for the
administrative overhead.
 Media Placement: Purchase fees for advertising media space is not included on Tripepi Smith advertising proposals. Usually,
clients contract directly with media, but in the event Tripepi Smith covers these fees, then we will charge an additional 10%
agency fee on all advertising charges to compensate for the administrative overhead.

Tripepi Smith Partnership Discounts
Tripepi Smith has financial interest in certain related entities. These partnerships allow Tripepi Smith to offer clients extra media reach or additional services at partner pricing. Partnerships include:

PublicCEO — www.PublicCEO.com
Digital news about public affairs, reaching over 10,000 California government executives.

Civic Business Journal — www.CivicBusinessJournal.com
Digital interest stories about the people in local government.

FlashVote — www.FlashVote.com
Planning, implementing, measuring civic surveys.

TS Talent Solutions — www.TSTalentSolutions.com
Talent search services for local government and related agencies #11..
- 295 -

STANDARD AGREEMENT

FOR CONSULTANT SERVICES
THIS AGREEMENT, made and entered into in the City of Modesto, State of California, this 27th day of February, 2024 (“Effective Date”) by and between the CITY OF MODESTO, a municipal corporation of the State of California, hereinafter referred to as "City", and Serotonin Creative Consultancy, a California corporation, hereinafter referred to as "Consultant".

This Agreement is made with regard to the following recitals:

A. The City has determined that it is need of Communication and Marketing services for various City-wide initiatives.

B. Consultant represents that it is qualified, willing, and able to provide the services to prepare said document(s).

NOW, THEREFORE, in consideration of this agreement, and the mutual promises, covenants, and stipulations hereinafter contained, the parties agree as follows:

1. SCOPE OF SERVICES.

2. TERM OF AGREEMENT.

The term of the agreement shall be for a period of two (2) years, with three (3) one-year extension options at the sole discretion of CITY, for a total of up to five (5) years.

Year 1: February 27, 2024 through February 26, 2025
Year 2: February 27, 2025 through February 26, 2026
Year 3: February 27, 2026 through February 26, 2027
Year 4: February 27, 2027 through February 26, 2028
Year 5: February 27, 2028 through February 26, 2029
#11..
- 296 -
Price increases for subsequent contract years, three, four and, five shall not exceed the Consumer Price Index (CPI) for West Urban Area in any one agreement year and shall be negotiated through the Purchasing Division.

Requests for price increases shall be submitted by CONTRACTOR in writing, sixty (60) days prior to the annual anniversary date of the agreement to be effective for the subsequent year.

3. COMPENSATION
Consultant agrees to accept an annual estimated amount $90,000 as full remuneration for performing all services and furnishing all staffing and materials for Modesto in accordance with Exhibit "A”.

The Compensation shall be paid pursuant in the manner and at the times set forth below:

City shall pay Consultant Net 30 terms via CITY’s ePay Program.

4. OBLIGATIONS OF CONSULTANT.

Throughout the term of this Agreement, Consultant shall possess, or secure all licenses, permits, qualifications and approvals legally required to conduct business. Consultant warrants that it has all of the necessary professional capabilities and experience, as well as all tools, instrumentalities, facilities, and other resources necessary to provide the City with the services #11..
- 297 -
contemplated by this Agreement. Consultant further warrants that it will follow the best current, generally accepted, and professional practices to make findings, render opinions, prepare factual presentations, and provide professional advice and recommendations regarding this project.

5. PERFORMANCE BY KEY EMPLOYEE.

Consultant has represented to City that Casey Hogue will be the person primarily responsible for the performance of the services referred to in this Agreement. City has entered into this Agreement in reliance on that representation by Consultant. Consultant therefore agrees that percent (15%) or more of the time to be devoted to the project that is the subject of this Agreement will be that of the above-named person.

6. OWNERSHIP OF DOCUMENTS/TITLE TO DATA.

All materials, documents, data, or information obtained from the City data files or any City medium furnished to Consultant in the performance of this Agreement will at all times remain #11..
- 298 -
the property of the City. Such data or information may not be used or copied for direct or indirect use by Consultant after termination of this Agreement without written consent of the City.

7. NEWS AND INFORMATION RELEASE.

8. CONFLICT OF INTEREST.

9. AMENDMENTS.

10. INDEPENDENT CONTRACTOR.

All acts of Consultant, its agents, officers, and employees and all others acting on behalf of Consultant relating to the performance of this Agreement, shall be performed as independent contractors and not as agents, officers, or employees of City. Except as City may specify in writing, Consultant has no authority to bind or incur any obligation on behalf of City. Consultant has no authority or responsibility to exercise any rights or power vested in the City. It is understood by both Consultant #11..
- 299 -
and City that this Agreement shall not under any circumstances be construed or considered to create an employer-employee relationship or a joint venture. Consultant, its agents, officers, and employees are and, at all times during the terms of this Agreement, shall represent and conduct themselves as independent contractors and not as employees of City.

11. ASSIGNMENT.
#11..
- 300 -
Neither this Agreement nor any portion thereof shall be subcontracted or assigned, other than noted in Exhibit ‘A’, without the express prior written consent of the City in each and every instance.

12. PATENT/COPYRIGHT MATERIALS.

13. NOTICES.

FOR CONSULTANT: Name: Serotonin Creative Consultancy
Address: 309 Griswold Ave.

Modesto, CA 95350
Attention: Casey Hogue, Founder & Executive Creative Director Phone: (510) 697- 5626
Email: [email protected]
FOR CITY: Name: City of Modesto
Address: P.O. Box 642
Modesto, CA 95353
Attention: Forrest Ebbs
Phone: (209) 577- 9149
Email: [email protected]

14. INSURANCE REQUIREMENTS.
#11..
- 301 -
The Consultant shall provide at its own expense and maintain at all times the following insurance with insurance companies licensed in the State of California and shall provide evidence of such insurance to the City as may be required by the Risk Manager of the City. The policies or certificates thereof shall provide that, thirty (30) days prior to cancellation or material change in the policy, notices of same shall be given to the Risk Manager of the City via PINS Advantage Insurance Program, for all of the following stated insurance policies.

In the event the certificates of insurance required hereunder do not provide for notice of cancellation to the certificate holder and/or additional insureds, the Consultant shall provide, and shall require its subcontractors to provide, as an express condition precedent to payment hereunder, an endorsement from their insurers providing that the additional insureds identified herein shall be provided 30 days’ notice of the cancellation on the policies of insurance required hereunder (10 days’ notice if the policies are cancelled for non-payment of premium). In addition, the named insured on all such policies shall provide to the additional insureds identified herein any notices of cancellation of said insurance policies within 5 business days of receipt of such notice. The Consultant shall, as a further express condition precedent to payment for work performed, affirm under penalty of perjury that the required insurance on the project remains in place and said insurance has not been cancelled. (a) General Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. If Commercial General Liability Insurance or other form with a general aggregate limit is used, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. This insurance shall indicate on the certificate of insurance the following coverages and indicate the policy aggregate limit applying to premises and operations; broad form contractual; independent consultants and subcontractors; products and completed operations as applicable. (b) Automobile Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. This insurance shall cover any automobile for bodily injury and property damage.
#11..
- 302 -
© Worker’s Compensation – in compliance with the statutes of the State of California, plus employer’s liability with a minimum limit of liability of $1,000,000. (d) Professional Liability insurance with a minimum limit of $1,000,000 per claim and policy aggregate. If coverage is on a claim made basis it shall be maintained for at least three (3) years following completion of the work.

If at any time any of said policies shall be unsatisfactory to the City, as to form or substance, or if a company issuing such policy shall be unsatisfactory to the City, the Consultant shall promptly obtain a new policy, submit the same to the Risk Manager for approval and submit a certificate thereof as hereinabove provided. Upon failure of the Consultant to furnish, deliver or maintain such insurance and certificates as above provided, this Agreement, at the election of the City, may be forthwith declared suspended or terminated. Failure of the Consultant to obtain and/or maintain any required insurance shall not relieve the Consultant from any liability under this Agreement, nor shall the insurance requirements be construed to conflict with or otherwise limit the obligations of the Consultant concerning indemnification. The City, its agents, officers, employees, and volunteers shall be named as an additional insured on all insurance policies required herein, except Workers’ Compensation and Professional Liability. The Workers’ Compensation insurer shall agree to waive all rights of subrogation against the City, its agents, officers, employees, and volunteers for losses arising from work performed by Consultant for the City. The Consultant’s insurance policy(ies) shall include a provision that the coverage is primary as respects the City; shall include no special limitations to coverage provided to additional insured; and, shall be placed with insurer(s) with acceptable Best’s rating of A: VII or with approval of the Risk Manager. The Consultant must deliver certificates evidencing existence of the insurance listed above to the City prior to the time the contract is signed.

CONSULTANT shall provide CITY with separate endorsements evidencing proof of the CITY’s additional insured status as to both the general liability and automobile liability insurance policies. In addition, CONSULTANT shall provide CITY with a Workers Compensation subrogation waiver by way of a separate endorsement. All endorsements referenced #11..
- 303 -
above must include the applicable policy number.

15. TERMINATION OF AGREEMENT.

Termination by City for Convenience
City may cancel this Agreement at any time, with or without cause, upon written notification to Consultant.

Post-Termination Procedure
Upon receipt of a written notice of termination, the Consultant shall:
a. Cease its work as directed in the notice of termination as of the termination date and see to it that its employees, subconsultants and agents are notified of such termination and act as specified in the notice of termination;
b. Terminate all orders and Subcontractors except as necessary to complete any portion of the work that is not terminated;
c. If directed in writing by the City to do so, assign all right, title and interest in subcontracts and materials in progress to City, in which #11..
- 304 -
case the City will have the right at its discretion to settle, or pay any or all claims arising out of the termination of such subconsultants, but in no event shall recovery by any Consultant or subconsultant include lost profits for portions of the work not completed or undertaken, including materials not delivered;
d. Deliver or otherwise make available to the City all data, drawings, specifications, reports, estimates, summaries and such other information and material as may have been accumulated by the Consultant in performing the work whether completed or in process;
e. Settle outstanding liabilities and claims, subject to the approval of City; f. Complete performance of such part of the Project as has not been terminated;
g. Take such other actions as may be necessary, or as may be directed by the City for the protection and preservation of the Project and/or property related to the Project;
h. If City so requests, and at City’s cost, Consultant shall provide sufficient oral or written status reports to make City reasonably aware of the status of Consultant’s work on the project.
i. The Consultant understands and agrees that City may, in City’s sole discretion, refuse to pay Consultant for that portion of Consultant’s services which were performed by Consultant on the project prior to the termination date and which remain unacceptable and/or not useful to City as of the termination date.

City will pay Consultant for work actually completed prior to the receipt of the termination notice or otherwise completed in accordance with the notice of termination. The final #11..
- 305 -
payment to the Consultant after termination for convenience shall be limited to amounts due and owing under the Agreement at time of termination, including the following:
a. The cost of settling and paying valid claims arising out of the termination of the Work such as subconsultant agreements or contracts for materials;
b. The Agreement price allocable to the portion of the Work properly performed or goods supplied to the work site by the Consultant as of the date of termination, as determined in accordance with the notice of termination, reduced by any sums previously paid to the Consultant.

16. INDEMNITY.

Consultant’s obligation to defend, indemnify, and hold the City, its agents, officers, and employees harmless under the provisions of this paragraph is not limited to or restricted by any requirement in this Agreement for Consultant to procure and maintain a policy of insurance.

In the event that Consultant or any employee, agent, or subcontractor of Consultant providing services under this Agreement is determined by a court of competent jurisdiction or the California Public Employees Retirement System (PERS) to be eligible for enrollment in PERS as an employee of City, Consultant shall indemnify, defend, and hold harmless City for the payment of any employee and/or employer contributions for PERS benefits on behalf of #11..
- 306 -
Consultant or its employees, agents, or subcontractors, as well as for the payment of any penalties and interest on such contributions, which would otherwise be the responsibility of City.

17. DISPUTE RESOLUTION.

Venue for all claims, controversies, or disputes arising out of, or relating to the formation of this Agreement, or the breach, termination execution, enforcement, interpretation, or validity of this Agreement, including the determination of the scope or applicability of this contract provision shall be in the Superior Court of Stanislaus County or the United States District Court for the Eastern District of California.

18. ATTORNEYS’ FEES.

The court may set such fees in the same action or in a separate action brought for that purpose.

19. ENTIRE AGREEMENT.

20. PARTIAL INVALIDITY.

21. WAIVER.

22. AUDIT.

The City’s duly authorized representative shall have access at all reasonable times to all reports, contract records, contract documents, contract files, and personnel necessary to audit and verify Consultant’s charges to City under this Agreement.

Consultant agrees to retain reports, records, documents, and files related to charges under this Agreement for a period of four (4) years following the date of final payment for Consultant services. City’s representative shall have the right to reproduce any of the aforesaid documents.

23. GOVERNING LAW.

This Agreement shall be governed according to the laws of the State of California.

24. HEADINGS NOT CONTROLLING.

Headings used in the Agreement are for reference purposes only and shall not be considered in construing this Agreement.

25. COMPLIANCE WITH LAWS.

Consultant shall insure compliance with all safety and hourly requirements for employees, in accordance with federal, state, and county safety and health regulations and laws.

Consultant shall fully comply with all applicable federal, state, and local laws, ordinances, regulations and permits.

26. CITY BUSINESS LICENSE.

Consultant will have a City of Modesto business license. #11..
- 308 -
IN WITNESS WHEREOF, the City of Modesto, a municipal corporation, has authorized the execution of this Agreement for Consultant Services by its City Manager and attestation by its City Clerk under authority of Resolution No. 2024- _____ , adopted by the Council of the City of Modesto on the day of ________________ , 2024, and Serotonin Creative Consultancy has caused this agreement to be duly executed as of the Effective Date. #11..
- 309 -
Exhibit A
Serotonin Creative Consultancy will work with the city to adjust priorities, the number and scope of specific deliverables and assets, and/or other scope elements to align total cost with the allocated budget of $90,000/year.

Due to the as-needed nature of this project, the monthly mix will vary based on planning and ongoing prioritization conversations.

YEAR 1 & 2 BUDGET: Not to Exceed $90,000/yr.
 Staff Time Estimate:
o Serotonin bills at a blended hourly rate of $150/hour including a volume discount for a contract of this scope, complexity, and duration.
 Expense Estimate: $20,000-$46,000. Includes:
o Social media and news media monitoring and analytics software licenses for consultants.
o Sub-consultant(s) for specialized services, such as bilingual creative consultation and transcreation (translation plus cultural adaptation to Spanish ongoing and periodically for other languages, if needed). o Mileage, supplies, shipping, and other out-of-pocket expenses required to complete tasks in line with the Scope of Work and in accordance with local, state, and federal laws (e.g. IRS mileage rate). o Incremental advertising or collateral production expenses not covered by existing advertising allocation, if needed to achieve engagement objectives.

Excludes: Separate paid media budget or other expenses covered elsewhere in the City’s budget
#11..
- 310 -

STANDARD AGREEMENT

FOR CONSULTANT SERVICES
THIS AGREEMENT, made and entered into in the City of Modesto, State of California, this 27th day of February, 2024 (“Effective Date”) by and between the CITY OF MODESTO, a municipal corporation of the State of California, hereinafter referred to as "City", and 3fold Communications, a California corporation, hereinafter referred to as "Consultant".

This Agreement is made with regard to the following recitals:

A. The City has determined that it is need of Communication and Marketing services for various City-wide initiatives.

B. Consultant represents that it is qualified, willing, and able to provide the services to prepare said document(s).

NOW, THEREFORE, in consideration of this agreement, and the mutual promises, covenants, and stipulations hereinafter contained, the parties agree as follows:

1. SCOPE OF SERVICES.

2. TERM OF AGREEMENT.

The term of the agreement shall be for a period of two (2) years, with three (3) one-year extension options at the sole discretion of CITY, for a total of up to five (5) years.

Year 1: February 27, 2024 through February 26, 2025
Year 2: February 27, 2025 through February 26, 2026
Year 3: February 27, 2026 through February 26, 2027
Year 4: February 27, 2027 through February 26, 2028
#11..
- 311 -
Year 5: February 27, 2028 through February 26, 2029
Price increases for subsequent contract years, three, four and, five shall not exceed the Consumer Price Index (CPI) for West Urban Area in any one agreement year and shall be negotiated through the Purchasing Division.

Requests for price increases shall be submitted by CONTRACTOR in writing, sixty (60) days prior to the annual anniversary date of the agreement to be effective for the subsequent year.

3. COMPENSATION
Consultant agrees to accept an annual estimated amount of $90,000 as full remuneration for performing all services and furnishing all staffing and materials for Modesto in accordance with Exhibit "A”.

The Compensation shall be paid pursuant in the manner and at the times set forth below:

City shall pay Consultant on a time and materials basis for Consultant’s actual costs for all work called for in Exhibit “A” to this Agreement. All work to be performed under this Agreement shall be billed at the hourly rates set forth in Exhibit “A” attached hereto. Consultant shall submit monthly invoices to City which include detailed tasks, hours worked, and billable rates for all work completed, and detailed receipts for any reimbursable expenses paid by consultant and identified in Exhibit “A” or approved by the City in writing.

City shall pay Consultant Net 45 Days via manual check.

4. OBLIGATIONS OF CONSULTANT.

Throughout the term of this Agreement, Consultant shall possess, or secure all licenses, permits, qualifications and approvals legally required to conduct business. Consultant warrants that it has all of the necessary professional capabilities and experience, as well as all tools, instrumentalities, facilities, and other resources necessary to provide the City with the services #11..
- 312 -
contemplated by this Agreement. Consultant further warrants that it will follow the best current, generally accepted, and professional practices to make findings, render opinions, prepare factual presentations, and provide professional advice and recommendations regarding this project.

5. PERFORMANCE BY KEY EMPLOYEE.

Consultant has represented to City that Carolyn Hopkins-Vasquez will be the person primarily responsible for the performance of the services referred to in this Agreement. City has entered into this Agreement in reliance on that representation by Consultant. Consultant therefore agrees that twenty percent (20%) or more of the time to be devoted to the project that is the subject of this Agreement will be that of the above-named person.

6. OWNERSHIP OF DOCUMENTS/TITLE TO DATA.

All materials, documents, data, or information obtained from the City data files or any City medium furnished to Consultant in the performance of this Agreement will at all times remain #11..
- 313 -
the property of the City. Such data or information may not be used or copied for direct or indirect use by Consultant after termination of this Agreement without written consent of the City.

7. NEWS AND INFORMATION RELEASE.

8. CONFLICT OF INTEREST.

9. AMENDMENTS.

10. INDEPENDENT CONTRACTOR.

All acts of Consultant, its agents, officers, and employees and all others acting on behalf of Consultant relating to the performance of this Agreement, shall be performed as independent contractors and not as agents, officers, or employees of City. Except as City may specify in writing, Consultant has no authority to bind or incur any obligation on behalf of City. Consultant has no authority or responsibility to exercise any rights or power vested in the City. It is understood by both Consultant #11..
- 314 -
and City that this Agreement shall not under any circumstances be construed or considered to create an employer-employee relationship or a joint venture. Consultant, its agents, officers, and employees are and, at all times during the terms of this Agreement, shall represent and conduct themselves as independent contractors and not as employees of City.

11. ASSIGNMENT.
#11..
- 315 -
Neither this Agreement nor any portion thereof shall be subcontracted or assigned, other than noted in Exhibit ‘A’, without the express prior written consent of the City in each and every instance.

12. PATENT/COPYRIGHT MATERIALS.

13. NOTICES.

FOR CONSULTANT: Name: 3fold Communications
Address: 2031 K Street
Sacramento, CA 95811
Attention: Jaime Von Sassan, President/CEO
Phone: (916) 969-6681
Email: [email protected]
FOR CITY: Name: City of Modesto
Address: P.O. Box 642
Modesto, CA 95353
Attention: Forrest Ebbs
Phone: (209) 577- 9149
Email: [email protected]

14. INSURANCE REQUIREMENTS.
#11..
- 316 -
The Consultant shall provide at its own expense and maintain at all times the following insurance with insurance companies licensed in the State of California and shall provide evidence of such insurance to the City as may be required by the Risk Manager of the City. The policies or certificates thereof shall provide that, thirty (30) days prior to cancellation or material change in the policy, notices of same shall be given to the Risk Manager of the City via PINS Advantage Insurance Program, for all of the following stated insurance policies.

In the event the certificates of insurance required hereunder do not provide for notice of cancellation to the certificate holder and/or additional insureds, the Consultant shall provide, and shall require its subcontractors to provide, as an express condition precedent to payment hereunder, an endorsement from their insurers providing that the additional insureds identified herein shall be provided 30 days’ notice of the cancellation on the policies of insurance required hereunder (10 days’ notice if the policies are cancelled for non-payment of premium). In addition, the named insured on all such policies shall provide to the additional insureds identified herein any notices of cancellation of said insurance policies within 5 business days of receipt of such notice. The Consultant shall, as a further express condition precedent to payment for work performed, affirm under penalty of perjury that the required insurance on the project remains in place and said insurance has not been cancelled. (a) General Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. If Commercial General Liability Insurance or other form with a general aggregate limit is used, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. This insurance shall indicate on the certificate of insurance the following coverages and indicate the policy aggregate limit applying to premises and operations; broad form contractual; independent consultants and subcontractors; products and completed operations as applicable. (b) Automobile Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. This insurance shall cover any automobile for bodily injury and property damage.
#11..
- 317 -
(c) Worker's Compensation - in compliance with the statutes of the State of California, plus employer's liability with a minimum limit of liability of $1,000,000. (d) Professional Liability insurance with a minimum limit of $1,000,000 per claim and policy aggregate. If coverage is on a claim made basis it shall be maintained for at least three (3) years following completion of the work.

CONSULTANT shall provide CITY with separate endorsements evidencing proof of the CITY’s additional insured status as to both the general liability and automobile liability insurance policies. In addition, CONSULTANT shall provide CITY with a Workers Compensation subrogation waiver by way of a separate endorsement. All endorsements referenced #11..
- 318 -
above must include the applicable policy number.

15. TERMINATION OF AGREEMENT.

Termination by City for Convenience
City may cancel this Agreement at any time, with or without cause, upon written notification to Consultant.

Post-Termination Procedure
Upon receipt of a written notice of termination, the Consultant shall:
a. Cease its work as directed in the notice of termination as of the termination date and see to it that its employees, subconsultants and agents are notified of such termination and act as specified in the notice of termination;
b. Terminate all orders and Subcontractors except as necessary to complete any portion of the work that is not terminated;
c. If directed in writing by the City to do so, assign all right, title and interest in subcontracts and materials in progress to City, in which #11..
- 319 -
case the City will have the right at its discretion to settle, or pay any or all claims arising out of the termination of such subconsultants, but in no event shall recovery by any Consultant or subconsultant include lost profits for portions of the work not completed or undertaken, including materials not delivered;
d. Deliver or otherwise make available to the City all data, drawings, specifications, reports, estimates, summaries and such other information and material as may have been accumulated by the Consultant in performing the work whether completed or in process;
e. Settle outstanding liabilities and claims, subject to the approval of City; f. Complete performance of such part of the Project as has not been terminated;
g. Take such other actions as may be necessary, or as may be directed by the City for the protection and preservation of the Project and/or property related to the Project;
h. If City so requests, and at City's cost, Consultant shall provide sufficient oral or written status reports to make City reasonably aware of the status of Consultant's work on the project.
i. The Consultant understands and agrees that City may, in City's sole discretion, refuse to pay Consultant for that portion of Consultant's services which were performed by Consultant on the project prior to the termination date and which remain unacceptable and/or not useful to City as of the termination date.

City will pay Consultant for work actually completed prior to the receipt of the termination notice or otherwise completed in accordance with the notice of termination. The final #11..
- 320 -
payment to the Consultant after termination for convenience shall be limited to amounts due and owing under the Agreement at time of termination, including the following:
a. The cost of settling and paying valid claims arising out of the termination of the Work such as subconsultant agreements or contracts for materials;
b. The Agreement price allocable to the portion of the Work properly performed or goods supplied to the work site by the Consultant as of the date of termination, as determined in accordance with the notice of termination, reduced by any sums previously paid to the Consultant.

16. INDEMNITY.

In the event that Consultant or any employee, agent, or subcontractor of Consultant providing services under this Agreement is determined by a court of competent jurisdiction or the California Public Employees Retirement System (PERS) to be eligible for enrollment in PERS as an employee of City, Consultant shall indemnify, defend, and hold harmless City for the payment of any employee and/or employer contributions for PERS benefits on behalf of #11..
- 321 -
Consultant or its employees, agents, or subcontractors, as well as for the payment of any penalties and interest on such contributions, which would otherwise be the responsibility of City.

17. DISPUTE RESOLUTION.

Venue for all claims, controversies, or disputes arising out of, or relating to the formation of this Agreement, or the breach, termination execution, enforcement, interpretation, or validity of this Agreement, including the determination of the scope or applicability of this contract provision shall be in the Superior Court of Stanislaus County or the United States District Court for the Eastern District of California.

18. ATTORNEYS’ FEES.

The court may set such fees in the same action or in a separate action brought for that purpose.

19. ENTIRE AGREEMENT.

20. PARTIAL INVALIDITY.

21. WAIVER.

22. AUDIT.

Consultant agrees to retain reports, records, documents, and files related to charges under this Agreement for a period of four (4) years following the date of final payment for Consultant services. City's representative shall have the right to reproduce any of the aforesaid documents.

23. GOVERNING LAW.

This Agreement shall be governed according to the laws of the State of California.

24. HEADINGS NOT CONTROLLING.

Headings used in the Agreement are for reference purposes only and shall not be considered in construing this Agreement.

25. COMPLIANCE WITH LAWS.

Consultant shall insure compliance with all safety and hourly requirements for employees, in accordance with federal, state, and county safety and health regulations and laws.

Consultant shall fully comply with all applicable federal, state, and local laws, ordinances, regulations and permits.

26. CITY BUSINESS LICENSE.

Consultant will have a City of Modesto business license. #11..
- 323 -
IN WITNESS WHEREOF, the City of Modesto, a municipal corporation, has authorized the execution of this Agreement for Consultant Services by its City Manager and attestation by its City Clerk under authority of Resolution No. 2024 - _____ , adopted by the Council of the City of Modesto on the day of ________________ , 2024, and 3fold Communications has caused this agreement to be duly executed as of the Effective Date. #11..
- 324 -
Exhibit A
The proposed cost breakdown includes services, external budgets, resources, and more to ensure our marketing solutions are complete, competent, and compelling. 3fold uses a blended hourly rate across our team of $200. This ensures the City has access to the full spectrum of the team without incurring additional costs based on seniority of expertise.

Year 1
Team Phase Task
Director of Client
Strategy, Account
Manager, Planning
Director
Review and Planning
Initial client meetings to
understand needs, expectations,
and priorities.
• Project kickoff
• Work plan development
• Client brief development
Consultants, VP of
Insights, Planning
Director
Review of existing messaging and
current marketing strategies
• Research and development
• Client review meetings
• Editing
VP of Insights,
Planning Director
Develop persona-centric
messaging and strategies.
• Messaging development
• Strategy development
• Client review meetings
• Editing
Director of Media,
Jr. Art Director,
Planning Director,
Account Manager,
Copywriter
Campaign
Development
Social media campaign
development
• Creative brief development
• Creative concepting
• Media planning
• Client review meetings
• Editing
Director of Media,
Media Coordinator,
Account Manager
Graphic Design
Digital designs for social media
Begin print designs for potential
outdoor advertising.
• Campaign production
• Client review meetings
• Editing
Director of Media,
Media Coordinator,
Account Manager
Campaign Execution
and Monitoring
Social media campaign
• Campaign management
• Client meetings
• Monthly reporting and
recommendations for optimization, when
#11..
- 325 -
needed
Production
Manager, Jr.

Art Director,
Copywriter, Account
Manager
Audio and Video
Content
Production for promotional videos
and podcast content planning
• Production management
(sourcing, procurement,
negotiation)
• Content production
Client meetings
Account Manager,
Production Manager
Launch crowd sourcing campaign
for video content.
• Campaign production
Campaign launch
Jr. Art Director,
Copywriter, Graphic
Designer
Graphic Design
Continued design support
• As-needed graphic design
services
• Client meetings
• Editing
Jr. Art Director,
Copywriter, Account
Manager
Review and Updates
Update the City’s brand guide, as
needed.
• Brand refinement, including
copy and visual identity
requirements.
• Client meetings
Editing
Director of Media,
Media Planner,
Media Coordinator
Digital Advertising
Expansion
Incorporate additional channels
into social media campaign.
• Media planning
Production
Manager, Account
Manager
Collaboration and
Exploration
Initiate collaborations with local
influencers and podcasters
• Explore local radio spots and
partnerships.
• Production management
Content production
Production
Manager, Account
Manager
Content Production
Continue video and podcast
production.
• Content production
Production
Manager, Media
Coordinator,
Account Manager
Outdoor Campaigns
Plan outdoor installations
• Production management
Content production
Account Manager,
Director of Client
Strategy
Reporting and
Optimizations
Regular meetings to discuss
metrics and strategies.
• Business review
Account Manager,
Director of Client
Strategy
Monthly reporting on social media
campaign performance
• Day-to-day management
Reporting
#11..
- 326 -
YEAR 2
Team Phase Task
Consultants,
Planning Director,
Account Manager,
Director of Client
Strategy
Scaling and
Expanding
• Based on Y1 performance,
scale the most effective
campaigns
Director of Media,
Media Coordinator,
Account Manager,
Director of Client
Strategy
Continuous
Monitoring
• Media monitoring to track
city
mentions and trending topics
Production
Manager, Media
Planner, Account
Manager, Jr. Art
Director, Copywriter
New Content
Production
• Additional video, podcast, or
content production
Account Manager,
Director of Media,
Director of Client
Strategy
Regular Updates
and Meetings
• Continuous updates to the
brand guide, regular
meetings,
and monthly performance
reports
#11..
- 327 -
RFP No. 2324-36 - Public Relations and Marketing
Services for the City of Modesto
Max
Score 3Fold Communications
BCDH Tripepi SmithArcher and Hound AdvertisingNeverBoringSerotoninCreativeSociallyinVerdinWe Use Them Requirements - Primary Selection Criteria - 100 total points possible Proposals should provide a straightforward and concise
presentation adequate to satisfy the requirements of the RFP.

Emphasis should be on the quality, completeness, and clarity of contents. Responsiveness to the RFP will be the principal basis for evaluation 30 26 22 26 25 21 25 18 23 20
Experience in conducting assignments of similar scope 20 17 13 19 18 12 15 10 17 8 Proposal clarity in expressing the understanding of the City needs and in defining a defined plan for satisfying these needs; 20 16 12 16 14 12 13 8 13 11 Proposer’s prior record of performance with city or others; References 15 13 7 15 12 9 13 5 11 7
Cost 15 3 4 11 3 8 15 6 3 3
Total Score 100 75 59 87 72 62 81 48 66 48
Ranking 3 7 1 4 6 2 9 5 8
#11..

RFP 2324-36 Request for Proposals:

Public Relations and Marketing Services for the City of Modesto Proposal Release: Wednesday, October 18, 2023
Proposal Due: Wednesday, November 1, 2023
#11..
- 329 -

PROJECT OVERVIEW
The City of Modesto is currently recruiting for the Senior Executive Team-level position of Public Relations and Legislative Affairs Manager. This position will act as the lead Public Information Officer for the City, and directs the overall work program of the marketing, media relations and crisis communications, community engagement affairs, and website and social media functions.

The City’s Community & Media Relations (CMR) team is comprised of three full-time staff. One staff member (the vacant position) is responsible for the overall marketing and communications program, including setting goals and priorities; the two full-time team member is responsible for graphic design and digital content, scheduling, and coordinating with various departments, and writing content for the City’s official blog.

At this time, the City has six official social media channels, in addition to the main website (www.modestogov.com) on Facebook, Twitter, YouTube, Instagram, LinkedIn, and Nextdoor. The CMR team also coordinates and monitors content and analytics on Facebook, Twitter, Instagram, and Youtube for Parks, Police, and Fire departments (16 total social media channels).

The City has the following helpful tools to drive priorities and work products:
• City of Modesto Brand Standards (August 2023)
• City of Modesto Communications Plan (January 2023)
• Community Engagement Plan (November 2021)

TRANSMITTAL LETTER
This letter must contain an expression of the proposer's interest in the work, a summary statement regarding the qualifications of the proposer to do the work, and a brief summary of any information about the project team or the proposer that may be useful or informative to the City.

The proposal should be signed by an officer authorized to bind the proposing firm. Indicate the name of the organization submitting the proposal, its mailing address, telephone number, and identify the primary point of contact.

Acknowledge that the proposer agrees to be bound by the representations in their proposal during the term of the agreement in addition to a statement that the proposal is valid for a period of 90 days. #11..
- 330 -

SCOPE OF WORK
The Consultant will perform the following tasks on an as-needed basis, and will report directly to the City Manager and/or Deputy City Manager:

Adver�sing
• Review exis�ng messaging and develop new messaging, update crea�ve ads and visual designs, increase target audiences, and deliver messaging for the online digital campaign. • Develop digital adver�sing campaigns for social media pla�orms (e.g. Facebook, LinkedIn, Instagram, and/or Google) that target intended audiences, increase awareness of city services and work, and drive increased traffic to the City website. • Explora�on and execu�on of addi�onal print and digital adver�sing opportuni�es including but not limited to public transporta�on, kiosks, radio, television, publica�ons, billboards, etc. • Produc�on of promo�onal videos, including scrip�ng, filming, edi�ng, mo�on graphics, and other video and photo-oriented requests.
• Produc�on of promo�onal audio content such as a regular podcast or radio adver�sing.

Repor�ng and Consulta�on
• Conduct regular mee�ngs (Weekly, Bi-Weekly) via phone, video conference, or in person to discuss metrics, strategies, and campaigns.
• Review of current marke�ng and adver�sing strategies. • Conduct media monitoring to track city men�ons as well as trending topics. • Provide monthly reports on social media pla�orm performance.

Graphic Design
• Develop digital and print adver�sing messaging and designs that support the City’s marke�ng campaigns.
• Graphic design support for various projects, such as but not limited to print ads in publica�ons, posters, brochures, social media graphics, website graphics, etc. All content must follow ADA guidelines.
• Update the City of Modesto and Branding Guide to include any addi�ons or edits that may arise, such as template formats or sub-brand logo usage.
• On-Call graphic design services as needed.

PROPOSAL CONTENTS

CITY OF MODESTO EXPECTATIONS
The City reserves the right to amend, withdraw and cancel this RFP. The City reserves the right to reject all responses to this RFP at any time prior to contract execution. The City reserves the right to request or obtain additional information about any and all proposals. #11..
- 331 -
The selected Consultant is expected to have a complete understanding of City, State, and Federal procedures and manuals and all applicable laws and regulations necessary to complete the Scope of Work.

This RFP provides guidance but may not represent the exact form of the final project scope, pending negotiations between the selected Consultant and the City. Experience in performing similar services will be a heavily weighted factor in the selection process. Quality of performance on public relation and marketing services, ability to meet schedules and budgets, and ability to communicate effectively with City staff, other consultants, community members and the public will be some of the attributes and factors considered.

COST OF RFP PREPARATION
The City shall not be liable for any pre-contractual expenses incurred by any consultant preparing a submittal or portions thereof or by any selected consultant. Each consultant shall protect, defend, indemnify, and hold harmless the City from any and all liability, claims, or expenses whosoever incurred by, or on behalf of, the entity participating in the preparation of its response to this RFP. Pre-contractual expenses are defined as expenses incurred by consultants, if any, in:
• Preparing the Proposal and related information in response to this RFP. • Negotiations with the City of any matter related to this procurement. • Costs associated with interviews, meetings, travel, or presentations. • All other expenses incurred by a proposer/consultant prior to the date of award and a formal notice to proceed.

PROPOSAL FORMAT
Proposals should be submitted via electronic mail to [email protected]. The Proposal shall contain an acknowledgment of receipt of all amendments and/or addenda to the RFP.

PROPOSAL CONTENT
The City requires the proposer to submit a concise proposal clearly addressing all of the requirements outlined in this RFP; it must contain information covering the following topics:

Cover Letter
The cover letter shall be signed by a person authorized by the Proposer to execute a contract with the City. It shall include: the legal name of the company; the name, address and telephone number of the principal person representing the firm; the firm’s current annual dollar volume of work; and a summary of the Proposal, including a brief description of the proposed team. It shall make a commitment to accept the terms and conditions in the RFP and the Standard Agreement for Professional Services (Attachment A), including acknowledgment of receipt of all amendments and/or addenda to the RFP. #11..
- 332 -
The letter shall also identify a single person for possible contact during the RFP review process regarding contract language.

Project Understanding and Approach
This section should demonstrate an understanding of the scope of services. It should describe the general approach, organization, and staffing required for the services requested. Also, describe the firm’s understanding of key issues and its approach to resolving those issues. All sub-consultants and their roles must be identified. The consultant shall include an organizational chart identifying key personnel responsible for accomplishing all aspects of the work.

Qualifications of Consultant Staff and Sub-consultant Staff This section should include a list of key personnel to be assigned to the proposed RFP and qualifications for each person to be used, including sub-consultant personnel. An organizational chart or similar graphic shall also be provided that clearly shows the function each person will be expected to fulfill. It is imperative that the key personnel providing the requested services have the background, experience, and qualifications to provide the services described in this RFP. The City reserves the right to approve all key personnel individually and all sub-consultants for work on this contract.

If sub-consultants or joint consultants are proposed, describe any relevant association with the proposed sub-consultants. Provide examples of past projects on which the lead firm has worked with each subconsultant. Indicate the percentage of the fee allocated for each participating consultant and/or subconsultant.

After the contract is signed, the consultant may not replace key staff without written agreement by the City.

Experience of Firm
This section should include the relevant experience of the principal firm. Include project descriptions, status of the services, costs and dollar value of services provided. Clearly identify the role of key staff identified herein and identify a minimum of three (3) current and recent client references including contact information (phone numbers and emails). The focus shall be on experience, analysis, and documentation for similar services. Only recent similar services completed in the past ten years should be included in this section. During evaluation of proposals, completed services on which the key staff proposed for this RFP had a significant role in the project will be considered to have more weight than those that did not include such personnel. Any other details that the principal firm wishes to convey about itself or its proposed subcontractors should be placed in this section.

Cost, Schedule & Deadlines
The following elements shall be included in describing the budget allocation in the Consultant Proposal:
#11..
- 333 -
• An overall cost proposal, including a breakdown of costs by Activity listed in the scope of work section of this RFP;
• Person hours allocated to each step and total hours allocated for services objectives and overall services (including sub-contractors), or flat costs by tasks with a “not to exceed” figure for each task;
• A breakdown of the employees and professionals to be assigned to each project objective and the hourly rates and person-hour costs assigned (please indicate total number of hours for each project team member along with total hours for each project objective and the entire project), or flat costs by tasks with a “not to exceed” figure for each task; • Personnel charge rates of the firm;
• Classification as to whether or not employees are reimbursed by hourly rate or salary; and, • List of any subcontractors who may provide technical or other assistance and breakdown of hours/costs associated with the sub-consultants;
• Any proposals for additions to, modifications of or exceptions from the Scope of Work shall be clearly stated in the proposal and fully explained in the appropriate section(s), with costs specifically broken out in this section. The City is open to innovative and/or customized measures, but reserves the right to evaluate such proposals in full prior to execution of a contract in order to ensure that all the needs of the project and the City are met; and, • A detailed schedule, listing sufficient activities to demonstrate an understanding of the process involved in delivering the services of this type.

Sample City Agreement
A sample of the City agreement is included in Exhibit A which defines the City’s terms and conditions for these contractual services. Include in your proposal any proposed changes to the these terms and conditions as part of your proposal.

INSURANCE REQUIREMENTS
Insurance Type or Requirement Requirement
General Liability $1,000,000
Automobile $1,000,000
Worker’s Compensation (if there are
employees of the business)
$1,000,000
Professional Liability or Errors and Omissions $1,000,000 and $2,000,000 aggregate Waiver of Subrogation Form Required
Additional Insured Endorsement Additional Named Insured language required: The City of Modesto, its officers,
officials, employees, agents and volunteers
are to be covered as additional insureds.
#11..
- 334 -

CONFIDENTIALITY
If any of the submittals, or any portion of the submittals, are considered confidential by the respondent, such documents should be submitted with a single copy in a separate sealed envelope clearly marked “Confidential” on the outside of the envelope.

All information and documents, excluding the confidential financial information, submitted in response to this RFP are subject to the California Public Records Act, https://www.ftb.ca.gov/your-rights/californiapublic-records-act.html, California Government Code §§ 6250 through 6276.48) (“CPRA”), which mandates the disclosure of documents in the possession of the City upon the request of any person, unless the content of the document falls within a specific exemption category of the CPRA. On each page that contains information that the respondent believes is exempt from mandatory disclosure under CPRA, respondent shall include the following separate legend:
“CONFIDENTIAL – NOT FOR PUBLIC DISTRIBUTION”
“THIS PAGE CONTAINS INFORMATION THAT IS EXEMPT FROM MANDATORY DISCLOSURE UNDER THE CALIFORNIA PUBLIC RECORDS ACT.”
Should the City receive a request to review confidentially labeled information, the City will notify the respondent of the request and delay the access to the materials for seven (7) days after notification to respondent to allow respondent to act in protection of its labeled information. Failure to so act shall constitute a complete waiver.

All responses will be considered public records that are subject to public disclosure. In the event a respondent considers its submittal as a proprietary trade secret or otherwise exempt from disclosure under the CPRA, the respondent must designate its submittal as confidential. The City will withhold designated applications from public disclosure only if permitted by applicable law. The City will not be responsible or liable for disclosure of any information, including without limitation those marked confidential, if disclosure is deemed by the City to be required by law, or by a court of competent jurisdiction.

EVALUATION CRITERIA
The following is an outline of the procedures the City will use in the selection process:
• Establish a Screening and Selection Committee.
• Screening and Selection Committee reviews and evaluates the proposals submitted by the prospective consultants.
• Proposers may be required to participate in an oral interview. The oral interview will be a panel comprised of members of the selection committee.
• Negotiations may take place with the primary firm on the final scope of work, the final contract proposal, and the proposal price.
#11..
- 335 -
• If a contract cannot be negotiated for this service, the negotiations with the designated consultant shall be terminated in writing and negotiations shall be started with the next highest rated consultant.
• The selection committee will make a recommendation to the awarding authority.

CONSULTANT EVALUATION CRITERIA
The City intends to engage the most qualified consultant available for this assignment. It is imperative the consultant’s proposal fully address all aspects of the RFP. It must provide the City staff with clearly expressed information concerning the consultant’s understanding of the City’s specific requirements and qualifying the proposer to conduct this study in a thorough and efficient manner.

The following criteria shall be used in evaluation of the proposer’s offer of services:
• Proposals should provide a straightforward and concise presentation adequate to satisfy the requirements of the RFP. Emphasis should be on the quality, completeness, and clarity of contents. Responsiveness to the RFP will be the principal basis for evaluation; • Consultant’s experience in conducting assignments of similar scope; • Methodology to be employed in conducting the services; • Proposer’s support organization and in-house quality control and quality assurance methods;
• Proposal clarity in expressing the understanding of the City needs and in defining a defined plan for satisfying these needs;
• Proposer’s prior record of performance with city or others; • Availability to work with City.

The selection committee will make a recommendation to the awarding authority. The acceptance of the proposal will be evidenced by written Notice of Award from the City’s Director of Finance to the successful Proposer.

PROPOSED TIMELINE
Release of Request for Proposal: Wednesday, October 18, 2023 Questions Due by: Wednesday, October 25, 2023
Proposals Due by: Wednesday, November 1, 2023
Selected Firm Notified Week of November 13, 2023
Anticipated Contract Award during December 2023
The City of Modesto assumes no responsibility for delay in the delivery of any proposal(s). All costs associated with the preparation and delivery of any proposal(s) shall be borne by the proposer(s). #11..
- 336 -
Please direct your proposal to:

DeAnna Christensen, Director of Finance
City of Modesto P.O. Box 642 Modesto CA 95353
Each proposal shall be submitted electronically by email on Wednesday, November 1st no later than 5:00PM.

Should you have any questions, please direct them to [email protected]. All questions will be gathered and issued out to all parties in the form of an addendum to this request for proposal.

I hope this opportunity will be of interest to you and look forward to your response.

Sincerely,

DeAnna Christensen
Director of Finance
Attachment:

Exhibit A – Sample City Agreement
#11..
- 337 -

STANDARD AGREEMENT

FOR CONSULTANT SERVICES
THIS AGREEMENT, made and entered into in the City of Modesto, State of California, this day of , 2023, (“Effective Date”) by and between the CITY OF MODESTO, a municipal corporation of the State of California, hereinafter referred to as "City", and (CONSULTANT), a California corporation, hereinafter referred to as "Consultant".

This Agreement is made with regard to the following recitals:

A. The City has determined that an should be prepared
for the City to .

B. Consultant represents that it is qualified, willing and able to provide the services to prepare said document(s).

NOW, THEREFORE, in consideration of this agreement, and the mutual promises, covenants, and stipulations hereinafter contained, the parties agree as follows:

1. SCOPE OF SERVICES.

Consultant shall undertake and complete the scope of work as set forth and described in the documents attached hereto and referred to as Exhibit "A" or "Project".

2. TERM OF AGREEMENT.

The term of the contract shall be for a period of two (2) years, with three (3) oneyear extension options at the sole discretion of CITY, for a total of up to five (5) years.

Year 1: XXXX through XXXXX
Year 2: XXXX through XXXXX
Year 3: XXXX through XXXXX
Year 4: XXXX through XXXXX
Year 5: XXXX through XXXXX
#11..
- 338 -
Pricing as set forth in Section 1.c. above shall remain firm for the first two (2) years of the contract.

Price increases for subsequent contract years, three, four and, five shall not exceed the Consumer Price Index (CPI) for West Urban Area in any one contract year and shall be negotiated through the Purchasing Division. Requests for price increases shall be submitted by CONTRACTOR in writing, sixty (60) days prior to the annual anniversary date of the contract to be effective for the subsequent year.

3. COMPENSATION.

Consultant agrees to accept a sum not to exceed $__________ (maximum compensation) as full remuneration for performing all services and furnishing all staffing and materials for Modesto in accordance with Exhibit "A" , except that additional services may be compensated as described below.

The Compensation shall be paid pursuant in the manner and at the times set forth below:

City shall pay Consultant on a time and materials basis for Consultant’s actual costs for all work called for in Exhibit “A” to this Agreement. All work to be performed under this Agreement shall be billed at the hourly rates set forth in Exhibit “B” attached hereto. Consultant shall submit monthly invoices to City which include detailed tasks, hours worked, and billable rates for all work completed, and detailed receipts for any reimbursable expenses paid by Consultant and identified in Exhibit “B” or approved by the City in writing.

City shall pay Consultant [TO BE DETERMINED BY RFQ RESPONSE IN FINAL AGREEMENT, EITHER “Net 30 terms via CITY’s ePay Program” or “Net 45 Days via manual check”.]

3. OBLIGATIONS OF CONSULTANT.
#11..
- 339 -
Throughout the term of this Agreement, Consultant shall possess, or secure all licenses, permits, qualifications and approvals legally required to conduct business. Consultant warrants that it has all of the necessary professional capabilities and experience, as well as all tools, instrumentalities, facilities and other resources necessary to provide the City with the services contemplated by this Agreement. Consultant further warrants that it will follow the best current, generally accepted and professional practices to make findings, render opinions, prepare factual presentations, and provide professional advice and recommendations regarding this project.

4. PERFORMANCE BY KEY EMPLOYEE.

Consultant has represented to City that will be
the person primarily responsible for the performance of the services referred to in this Agreement. City has entered into this Agreement in reliance on that representation by Consultant. Consultant therefore agrees that percent ( %) or more of the time to be devoted to the project that is the subject of this Agreement will be that of the above-named person.

5. OWNERSHIP OF DOCUMENTS/TITLE TO DATA.

Title to Data
If, as a part of the agreement, Consultant is required to produce data such as, but not limited to, drawings, plans, specifications, calculations, models, flow diagrams, visual aids and other related materials, the originals of all such data generated under this agreement will be delivered to City upon the completion or termination of services under the contract. It is understood and agreed that the #11..
- 340 -
documents and other materials, including but not limited to those described above, prepared pursuant to this Agreement are prepared specifically for the City and are not necessarily suitable for any future or other use.

All materials, documents, data or information obtained from the City data files or any City medium furnished to Consultant in the performance of this Agreement will at all times remain the property of the City. Such data or information may not be used or copied for direct or indirect use by Consultant after termination of this Agreement without written consent of the City.

6. NEWS AND INFORMATION RELEASE.

7. CONFLICT OF INTEREST.

8. AMENDMENTS.

9. INDEPENDENT CONTRACTOR.

All acts of Consultant, its agents, officers, and employees and all others acting on behalf of Consultant relating to the performance of this Agreement, shall be performed as independent contractors and not as agents, officers, or employees of City. Except as City may specify in writing, Consultant has no authority to bind or incur any obligation on behalf of City. Consultant has no authority or responsibility to exercise any rights or power vested in the City. It is understood by both Consultant and City that this Agreement shall not under any circumstances be construed or considered to create an employer-employee relationship or a joint venture. Consultant, its agents, officers and employees are and, at all times during the terms of this Agreement, shall represent and conduct themselves as independent contractors and not as employees of City.

Consultant shall determine and control the method, details and means of performing the work and services to be provided by Consultant under this Agreement. Consultant shall be responsible to City only for the requirements and results specified in this Agreement, and, except as expressly provided in this Agreement, shall not be subjected to City's control with respect to the physical action or activities of the Consultant in fulfillment of this Agreement. Consultant is permitted to provide services to others during the same period service is provided to City under this Agreement. If necessary, Consultant has the responsibility for employing other persons or firms to assist Consultant in fulfilling the terms and obligations under this Agreement.

If in the performance of this Agreement any third persons are employed by Consultant, such persons shall be entirely and exclusively under the direction, supervision, and control of Consultant. All terms of employment including hours, wages, working conditions, discipline, hiring, and discharging or any other term of employment or requirement of law shall be determined by the Consultant.
#11..
- 342 -
It is understood and agreed that as an independent contractor and not an employee of City neither the Consultant or Consultant's assigned personnel shall have any entitlement as a City employee, right to act on behalf of the City in any capacity whatsoever as an agent, or to bind the City to any obligation whatsoever. It is further understood and agreed that Consultant must issue W-2 forms or other forms as required by law for income and employment tax purposes for all of Consultant's personnel.

10. ASSIGNMENT.

Neither this Agreement nor any portion thereof shall be subcontracted or assigned, other than noted in Exhibit ‘A’, without the express prior written consent of the City in each and every instance.

11. PATENT/COPYRIGHT MATERIALS.

12. NOTICES.

FOR CONSULTANT: Name:
#11..
- 343 -
Address:

Attention:

Phone: ( )
Facsimile: ( )
FOR CITY: Name: City of Modesto
Address: P.O. Box 642
Modesto, CA 95353
Attention:

Phone: (209)
Facsimile: (209)

13. INSURANCE REQUIREMENTS.

The Consultant shall provide at its own expense and maintain at all times the following insurance with insurance companies licensed in the State of California and shall provide evidence of such insurance to the City as may be required by the Risk Manager of the City. The policies or certificates thereof shall provide that, thirty (30) days prior to cancellation or material change in the policy, notices of same shall be given to the Risk Manager of the City via PINS Advantage Insurance Program, for all of the following stated insurance policies.

In the event the certificates of insurance required hereunder do not provide for notice of cancellation to the certificate holder and/or additional insureds, the Consultant shall provide, and shall require its subcontractors to provide, as an express condition precedent to payment hereunder, an endorsement from their insurers providing that the additional insureds identified herein shall be provided 30 days’ notice of the cancellation on the policies of insurance required hereunder (10 days’ notice if the policies are cancelled for non-payment of premium). In addition, the named insured on all such policies shall provide to the additional insureds identified herein any notices of cancellation of said insurance policies within 5 business days of receipt of such notice. The Consultant shall, as a further express condition precedent to payment for work performed, affirm under penalty of perjury that the required insurance on the project remains in place and said insurance has not been cancelled. #11..
- 344 -
(a) General Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. If Commercial General Liability Insurance or other form with a general aggregate limit is used, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. This insurance shall indicate on the certificate of insurance the following coverages and indicate the policy aggregate limit applying to: premises and operations; broad form contractual; independent consultants and subcontractors; products and completed operations as applicable. (b) Automobile Liability insurance with a minimum limit of liability per occurrence of $1,000,000 for bodily injury and property damage. This insurance shall cover any automobile for bodily injury and property damage.
(c) Worker's Compensation - in compliance with the statutes of the State of California, plus employer's liability with a minimum limit of liability of $1,000,000. (d) Professional Liability insurance with a minimum limit of $1,000,000 per claim and policy aggregate. If coverage is on a claim made basis it shall be maintained for at least three (3) years following completion of the work.

If at any time any of said policies shall be unsatisfactory to the City, as to form or substance, or if a company issuing such policy shall be unsatisfactory to the City, the Consultant shall promptly obtain a new policy, submit the same to the Risk Manager for approval and submit a certificate thereof as hereinabove provided. Upon failure of the Consultant to furnish, deliver or maintain such insurance and certificates as above provided, this Agreement, at the election of the City, may be forthwith declared suspended or terminated. Failure of the Consultant to obtain and/or maintain any required insurance shall not relieve the Consultant from any liability under this Agreement, nor shall the insurance requirements be construed to conflict with or otherwise limit the obligations of the Consultant concerning indemnification. The City, its agents, officers, employees, and volunteers shall be named as an additional #11..
- 345 -
insured on all insurance policies required herein, except Workers' Compensation and Professional Liability. The Workers' Compensation insurer shall agree to waive all rights of subrogation against the City, its agents, officers, employees, and volunteers for losses arising from work performed by Consultant for the City. The Consultant's insurance policy(ies) shall include a provision that the coverage is primary as respects the City; shall include no special limitations to coverage provided to additional insured; and, shall be placed with insurer(s) with acceptable Best's rating of A: VII or with approval of the Risk Manager. The Consultant must deliver certificates evidencing existence of the insurance listed above to the City prior to the time the contract is signed.

14. TERMINATION OF AGREEMENT.

Termination for Default
In the event either party fails to perform under this AGREEMENT or breaches any condition contained herein, the other party shall notify in writing the breaching party of the nonperformance. Within 10 days after receipt of notification, the breaching party shall correct any nonperformance to the reasonable satisfaction of the non-breaching party, or such other time as may be #11..
- 346 -
identified in the notice. Failure to correct any non-performance shall allow the non-breaching party to terminate this AGREEMENT for cause.

Termination by City for Convenience
City may cancel this Agreement at any time, with or without cause, upon written notification to Consultant.

Post-Termination Procedure
Upon receipt of a written notice of termination, the Consultant shall:
a. Cease its work as directed in the notice of termination as of the termination date and see to it that its employees, subconsultants and agents are notified of such termination and act as specified in the notice of termination;
b. Terminate all orders and Subcontractors except as necessary to complete any portion of the work that is not terminated;
c. If directed in writing by the City to do so, assign all right, title and interest in subcontracts and materials in progress to City, in which case the City will have the right at its discretion to settle, or pay any or all claims arising out of the termination of such subconsultants, but in no event shall recovery by any Consultant or subconsultant include lost profits for portions of the work not completed or undertaken, including materials not delivered;
d. Deliver or otherwise make available to the City all data, drawings, specifications, reports, estimates,summaries and such other information and material as may have been accumulated by the Consultant in performing the work whether completed or in process;
#11..
- 347 -
e. Settle outstanding liabilities and claims, subject to the approval of City; f. Complete performance of such part of the Project as has not been terminated;
g. Take such other actions as may be necessary, or as may be directed by the City for the protection and preservation of the Project and/or property related to the Project;
h. If City so requests, and at City's cost, Consultant shall provide sufficient oral or written status reports to make City reasonably aware of the status of Consultant's work on the project.
i. The Consultant understands and agrees that City may, in City's sole discretion, refuse to pay Consultant for that portion of Consultant's services which were performed by Consultant on the project prior to the termination date and which remain unacceptable and/or not useful to City as of the termination date.

City will pay Consultant for work actually completed prior to the receipt of the termination notice or otherwise completed in accordance with the notice of termination. The final payment to the Consultant after termination for convenience shall be limited to amounts due and owing under the Agreement at time of termination, including the following:
a. The cost of settling and paying valid claims arising out of the termination of the Work such as subconsultant agreements or contracts for materials;
b. The Agreement price allocable to the portion of the Work properly performed or goods supplied to the work site by the Consultant as of the date of termination, as determined in accordance with the notice of #11..
- 348 -
termination, reduced by any sums previously paid to the Consultant.

15. INDEMNITY.

16. DISPUTE RESOLUTION.

Venue for all claims, controversies, or disputes arising out of, or relating to the formation of this Agreement, or the breach, termination execution, enforcement, interpretation, or validity of this Agreement, including the determination of the scope or applicability of this contract provision #11..
- 349 -
shall be in the Superior Court of Stanislaus County or the United States District Court for the Eastern District of California.

17. ATTORNEYS’ FEES.

The court may set such fees in the same action or in a separate action brought for that purpose.

18. ENTIRE AGREEMENT.

19. PARTIAL INVALIDITY.

20. WAIVER.

21. AUDIT.

The City's duly authorized representative shall have access at all reasonable times to all reports, contract records, contract documents, contract files, and personnel necessary to audit and verify Consultant's charges to City under this Agreement. #11..
- 350 -
Consultant agrees to retain reports, records, documents, and files related to charges under this Agreement for a period of four (4) years following the date of final payment for Consultant services. City's representative shall have the right to reproduce any of the aforesaid documents.

22. GOVERNING LAW.

This Agreement shall be governed according to the laws of the State of California.

23. HEADINGS NOT CONTROLLING.

Headings used in the Agreement are for reference purposes only and shall not be considered in construing this Agreement.

24. COMPLIANCE WITH LAWS.

Consultant shall insure compliance with all safety and hourly requirements for employees, in accordance with federal, state, and county safety and health regulations and laws.

Consultant shall fully comply with all applicable federal, state, and local laws, ordinances, regulations and permits.

25. CITY BUSINESS LICENSE.

Consultant will have a City of Modesto business license. #11..
- 351 -
IN WITNESS WHEREOF, the City of Modesto, a municipal corporation, has authorized the execution of this Agreement by its City Manager and attestation by its City Clerk under authority of Resolution No. 2023- , adopted by the Council of the City of Modesto on the day of ________________ , 2023, and (CONSULTANT) has caused this agreement to be duly executed as of the Effective Date.

CITY OF MODESTO, (CONSULTANT),
a municipal corporation a California corporation*
By ___________________________ By ________________________________ JOSEPH P. LOPEZ, City Manager Name Title
By ________________________________
Name Title
ATTEST: (Seal)
By ___________________________
DIANE NAYARES-PEREZ, CMC, City Clerk
Consultant’s Federal ID #______________
APPROVED AS TO FORM:

By ________________________________
JOSE M. SANCHEZ, City Attorney
APPROVED AS TO FORM:

By ________________________________
CHRISTINA ALGER, Director of Human Resources
#11..
- 352 -
1 Response Proposal
to RFP 2324-36
October 2023
3fold Communications
Marketing & Strategy
2031 K STREET
Sacramento, CA 95811
916.839.9371

PUBLIC RELATIONS AND

MARKETING SERVICES
City of
Modesto
#11..
- 353 -
Jamie Von Sossan, President + CEO
3fold Communications
2031 K Street, Sacramento CA 95811
E: [email protected] | P: 916.839.9371
Point of Contact: Taylor Toledo, VP of Insights
3fold Communications
2031 K Street, Sacramento CA 95811
E: [email protected] | P: 209.598.4493 (cell)
City of Modesto Team,
3fold + Modesto.

The City of Modesto has a spirit of community
and an aspiration for improving the lives
of residents ingrained into your ethos. This
resonates with us profoundly. We’ve built this
same spirit into the foundation of our own
agency, driven by a mission to “contribute to
thriving communities” in everything we do.

Since our founding in 2004, 3fold
Communications has had the privilege of
working with numerous cities and public
agencies up and down California. This work
has built a deep understanding of and value
for the unique tapestry of challenges and
opportunities that cities face.

Our portfolio mirrors the scale and scope of
Modesto’s ambitions.

Each member of our proposed team has the
experience and the dedication to help transform
Modesto’s narrative. Most importantly, all of us
at 3fold are eager to contribute to and support
your growth story.

For nearly 20 years, our agency has partnered
with communities like the City of Modesto
on behalf of its citizens. We have worked
closely with leaders and team members who
demonstrate the passion and expertise a city
needs to continue building toward the kind of
reputation you aspire to.

Our partnership.

We know today’s residents want more than
a reliable city government. They want their
communities to have meaning and purpose.

They want to be part of something important
and live in a place that is prosperous and
thriving. They want to be heard, appreciated,
and included. This is a perfect starting point
for the City of Modesto, as this is what public
service is all about.

As your agency partner, we will weave your
team’s innovation and passion into your culture
and brand positioning. We will help you tell
your story of community, unity, and vision in
ways that connect and inspire your residents
and stakeholders.
3fold specializes in public relations for public
agencies and cities, including communications,
marketing, and media. We have developed
expertise in using customized combinations of
resources, tools, and partnerships to support
key initiatives across numerous sectors.

We look forward to working with
your team to expand Modesto’s
reputation as an exceptional civil
service provider and one of the
state’s top-choice destinations.

Thank you for your
consideration.
3fold Communications will perform the services and adhere to the requirements described in this RFP, including any addenda.
#11..
- 354 -
Table of Contents
01 Project Understanding and Approach
01 The Big Picture
03 Our Approach
05 Organization and Staffing
06 What We Know: The Key Issues
07 Who You Need to Reach
12 Advertising Strategy
14 Reporting and Consultation
16 Graphic Design Services
19 Qualifications
23 Our Experience
23 About Us
23 Our “Why”
25 Relevant Experience
32 References
33 Cost, Schedule, and Deadlines
#11..
- 355 -
1 The Big Picture
We’ve observed that public perceptions of
cities often hinge on their interactions during
critical moments when something goes amiss.

These moments can erode trust, lead to a loss
of support, and even tighten budget constraints
when long-term sentiments haven’t been
cultivated into a foundation of goodwill.

The ripple effects touch everything – from
resident relationships to how a city is viewed
as a place to live, work, and thrive. With its
distinctive identity and mission, Modesto is
an exciting partnership for us because we
can meet you at your mission, “Committing
to delivering exceptional public services and
building partnerships that promote economic
prosperity and engaged neighborhoods. ”
At 3fold, our unwavering passion for public
services is rooted in our commitment to the
well-being and progress of the City of Modesto.

We are inspired by Modesto’s strategic plan,
which reflects a city dedicated to communitydriven goals. With approximately 200,000 residents spread across 45 square miles,
Modesto’s unique challenges and opportunities
drive our mission to make a meaningful impact.

In examining the City of Modesto’s strategic
plan, it is evident that your objectives under
the banner of “Economic Vitality” are aimed at
fostering a thriving community today and laying
a solid foundation for future generations.

The city’s vision includes retaining and
attracting residential, commercial, and industrial
development to meet the evolving needs
of its residents, establishing a vibrant and
economically sustainable business climate, and
positioning downtown Modesto as a regional
destination.

Additionally, there is a clear focus on
communication, branding, and community
engagement through developing a City of
Modesto communication plan and branding
campaign, training community members to
become ambassadors of the city’s brand,
and engaging stakeholders in creating a
comprehensive community marketing strategy.

Project Understanding
and Approach
1 #11..
- 356 -
2 Our team recognizes the significance of these
objectives and the transformative impact they
can have on Modesto’s economic landscape.

Our extensive experience working with cities
with similar goals equips us to offer valuable
insights and strategies to support Modesto in
achieving these objectives.

Here is how we can leverage our marketing
and communications expertise to help the
City of Modesto:

Strategic Branding and Identity Building
We will collaborate with the city to create a
compelling and recognizable brand identity
for Modesto.

Through a strategic branding campaign, we
will develop a cohesive visual and messaging
strategy that resonates with residents, visitors,
and potential investors, establishing Modesto
as an attractive and desirable destination for
businesses and individuals.

Downtown Revitalization
Our team has a proven track record of
revitalizing public agencies and transforming
them into vibrant regional hubs.

We will work closely with local businesses
and community stakeholders to develop and
implement initiatives that enhance downtown
Modesto’s appeal, making it a sought-after
destination for commerce, culture, and
entertainment.

Community Engagement and
Ambassadors Program
We will engage the community through
innovative outreach campaigns, fostering
a sense of pride and ownership among
residents.

We will create a network of advocates who
actively promote the city’s unique offerings and
opportunities by training community members
to serve as ambassadors of Modesto’s brand.

Comprehensive Marketing Strategy
Our expertise is crafting comprehensive
marketing strategies aligning with the city’s
objectives.

We will collaborate with stakeholders to
develop a tailored marketing plan that leverages
various channels, including digital, print,
social media, and events, to effectively convey
Modesto’s strengths, opportunities, and vision
for the future.

Communication Plan Development
To ensure transparent and effective
communication, we will work with the city to
develop and implement a City of Modesto
communication plan.

This plan will serve as a road map for clear
and consistent messaging, facilitating
communication with residents, businesses, and
external partners.

We are committed to supporting the City of
Modesto’s pursuit of economic vitality, a thriving
business environment, and a recognizable city
identity through these initiatives. Our extensive
experience and dedication to communitydriven goals make us a valuable partner in transforming Modesto’s vision into a reality.

We can create a brighter and more prosperous
future for the city and its residents, together.
#11..
- 357 -
3 Our Approach
Demonstrated Expertise in Public Sector
Marketing
With a proven track record of success in both
the public sector and analogous industries,
our agency confidently navigates the unique
challenges cities and public agencies face.
• Our portfolio is rich with compelling case
studies and success stories that illustrate
our expertise in addressing the diverse
challenges public entities encounter, leaving
a tangible impact.
• Our team understands the intricate
regulatory and compliance complexities
inherent in public sector projects, assuring
strict adherence to all necessary guidelines.
• Our prestigious certifications and
partnerships, including our CMAS contract
holder status and recognition as a trusted
state and local government supplier,
underscore our unwavering commitment to
the public sector.

Innovative and Data-Driven Approaches
At the core of our approach lies innovation
and data-driven precision. Our agency is
known for crafting marketing strategies
that consistently yield tangible, measurable
outcomes in the public sector and related
industries.
• We take pride in our capacity to stimulate
engagement and accomplish objectives
effectively.
• Proficiency in data analytics empowers us
to optimize campaigns precisely, ensuring a
dynamic strategy that aligns with the city’s
and its residents’ ever-changing needs.
• Employing cutting-edge technology
and advanced tools, we expertly target
audiences, boost engagement, and monitor
progress, positioning us as leaders in the
industry.
• Our ability to stay abreast of industry trends
and swiftly adapt our methods to embrace
emerging best practices underscores our
unwavering commitment to the City of
Modesto’s enduring success.

Comprehensive and Collaborative Services
Our agency is your trusted partner for
comprehensive and collaborative services,
offering a holistic solution for all of Modesto’s
marketing requirements.
• From the initial stages of strategy
development to seamless execution, we
provide a full spectrum of services, ensuring
that every aspect of your project receives
expert attention.
• Collaboration is ingrained in our approach,
reflecting our seamless interaction with
diverse stakeholders, including government
departments, community organizations, and
contractors.
• We are dedicated to achieving unified
objectives and harnessing collective
expertise for success.
• Our unwavering commitment to crafting
tailored solutions that align with the city’s
distinct needs and aspirations sets us apart.
• We acknowledge that each project is unique
and adapt our strategies accordingly. Our
portfolio proudly showcases successful
collaborations with similar entities,
underscoring our ability to thrive within
intricate ecosystems and deliver remarkable
collective achievements.
#11..
- 358 -
4 Flexibility and Adaptability
Flexibility is intrinsic to our approach,
allowing us to swiftly respond to evolving
circumstances while maintaining a steadfast
course toward Modesto’s goals and
objectives.
• We understand that the landscape of
public services is dynamic, and we embrace
change as an opportunity for growth.
• Our agency’s adaptability ensures that
we remain agile, adjusting strategies
when necessary to meet emerging
challenges. However, this adaptability never
compromises our unwavering commitment
to the city’s overarching direction.
• We remain resolute in pursuing Modesto’s
aspirations, combining the ability to pivot
with a dedicated focus on achieving lasting
success.
• Our goal is to ensure that Modesto’s journey
is not only productive but also responsive to
the ever-changing needs of its community,
positioning the city for a prosperous future.
#11..
- 359 -
5 Jamie Von Sossan
President + CEO, Managing Partner
Executive Staff
Kara Ricks
Vice President of Operations
Isabel Matick
Traffic Manager
Mariah Rowden
Accountant
Cameron Gallad
Jr. Account Executive
Andy Galloway-Long
Account Executive
Lucy Arias
Account Executive
Carolyn Hopkins-Vasquez
Director of Client Services
Gordon Fowler
Co-Founder/Partner + Senior Consultant
Angela Criser
Co-Founder/Partner + Senior Consultant
Operations
Account Services
Insights Department
Taylor Toledo
Vice President of Insights
Sara Crackel
Planning Director
Christie Pierce
Media Director
Madison Torres
Media Coordinator
Darrell Chambers
Campaign Manager
Maria Ratinova
Graphic Designer
Sarah England
Production Manager
Daniel Downey
Copywriter
Z LaFrance
Jr. Art Director
Education and
Workforce
Development
Public Sector and
Resident Services
Community and
Public Health
Essential Expertise for Modesto:
• Multicultural youth and
family outreach
• School and employer
partnerships
Essential Expertise for Modesto:
• Community partnerships
• Resident outreach
• Internal team alignment
• Nonprofit engagement
Essential Expertise for Modesto:
• Health services partnerships
• Multicultural resident
outreach
• Initiative storytelling
Focus Area
Focus Area
Focus Area
Organization and Staffing to Support the City of Modesto NeKayla Higginbotham
Media Intern
#11..
- 360 -
6 What We Know: The Key Issues
Economic Development and Attractiveness
Modesto faces competition in attracting residential, commercial, and industrial development. The city must contend with neighboring regions that offer similar opportunities for growth. The challenge lies in differentiating Modesto and making it a more attractive destination for businesses and residents.

Community Engagement and Trust
Building community trust and engagement requires overcoming skepticism from past experiences or lack of transparency. Residents may hesitate to engage with city initiatives or trust the government’s ability to deliver on promises.
2 Building public trust
In 2020, the City received $800,000 in CARES
funding. It deployed the Community Health and
Assistance Team (CHAT) to complement the Modesto
Police Department’s intake and processing of
homeless residents, resulting in cross-departmental
collaboration and cooperation. This effort earned the
city a Helen Putnam award in 2023.

Continuing crime and public safety issues
U.S. Best News has given the City of Modesto a 4.5/10
for safety. In 2023, Modesto had a higher crime rate
than the national average.
1 2
Economic Disparities
Modesto grapples with economic disparities, with some neighborhoods facing greater challenges than others. Bridging these disparities and ensuring equitable access to economic opportunities and resources is complex.

Income inequality
The GINI for Modesto was higher
than the national average of

0.478. In other words, Modesto’s
wages are distributed less evenly
than the national average.

Low educational attainment
The most common educational
levels obtained by the working
population in 2021 were Some
college (18.4%), High School or
Equivalent (15.9%).

Poor transportation access
StanRTA has limited run times
that makes it difficult for
residents in certain areas of
Modesto to commute to and
from work during certain parts
of the day increasing barriers to
3financial independence. 1
Slow population growth trends
Between 2020 and 2021, the
population of Modesto, CA, grew
from 214,485 to 217,728, a

1.51% increase, and its median
household income grew from
$62,182 to $67,011, a 7.77%
increase.

Incremental business growth
Despite a dip in the Spring of
2021, the total number of active
Modesto business licenses
has steadily increased and
consistently achieved new highs
each month.

Slowly rising unemployment
rates
By the end of 2021, Modesto
had recovered much of its
employment, matching the
State of California as a whole
on unemployment. Rising
interest rates in the latter part of
2022 and into 2023 have been
associated with widespread
increases in unemployment. 1 2 3
#11..
- 361 -
7 Who You Need to Reach
Meet Dr. Mitchell
Meet Dr. Alex Mitchell, a 42-year-old business owner who swapped his stethoscope for the challenges of entrepreneurship. Born and raised in the Central Valley, family ties anchor him to the region. Alex currently runs an outpatient clinic in Lathrop dedicated to supporting individuals with mental health challenges—a testimony to his unwavering commitment to community welfare.

Though his heart beats for Lathrop, he’s been scouting cities with favorable business environments, and Modesto stands out. He sees the potential in Modesto, recognizing its growth potential. However, the city’s visible infrastructure issues, such as dilapidated buildings and homelessness, make him pause.

Alex isn’t merely seeking a new location; he’s in search of a permanent home for his clinic—a place where he can make a lasting impact and eventually pass the torch when he retires. He gravitates towards governments that support businesses and actively guide and nurture them. With the proper infrastructure and governmental backing, Alex is ready to plant his business’s roots deeply in Modesto and watch it flourish.

Initial
Awareness
Research and
Information
Gathering
Initial
Contact and
Inquiry
Application
and
Paperwork
Business
Setup and
Launch
Continued
Support and
Growth
Becoming
a Loyal
Resident
Curiosity, optimism,
slight apprehension.

Lack of information on
business incentives,
finding reliable sources.
“What incentives does
Modesto offer? How
business-friendly is
the city?”
Gather initial
information about
Modesto’s business
environment.

Deploy targeted
ads focusing on
Modesto’s businessfriendly policies.

Create informational
webinars and events to
provide insights about
the city’s business
environment.

Interest, determination,
some overwhelm due to
the volume of data.

Navigating bureaucracy,
understanding specific
requirements, and
assessing fit.
“How does the licensing
process work? What are
the tax breaks? Are there
special incentives?”
Gain a deep
understanding of
Modesto’s offerings for
businesses.

Develop a userfriendly marketing
guide dedicated to
business services.

Offer downloadable
sheets and FAQs about
starting and relocating
businesses in Modesto.

EMOTIONS PAIN POINTS QUESTIONS GOALS OPPORTUNITIES
Anticipation,
hopefulness, anxiety.

Waiting time,
potential for unclear or
insufficient responses.
“Who do I speak to?
How long will the
process take?”
Establish a personal
connection and get
clarity on the process.

Offer a dedicated
helpline for
business inquiries.

Send automated
acknowledgments with
estimated response
times and ensure
timely follow-up.

Frustration,
determination,
impatience.

Bureaucratic red tape,
potential for missing or
unclear requirements.
“Did I fill out everything
correctly? When will I
hear back?”
Successfully submit
all necessary
documentation and get
approval.

Provide a clear,
step-by-step checklist
for businesses. Offer
online submission
and tracking for
applications.

Excitement, pride,
nervousness.

Ensuring compliance
managing initial
operations in a new
city.
“Are there local
partnerships I can
leverage? Any local
networking events?”
Establish the business
successfully and
integrate into the local
business community.

Organize welcome
events for new
businesses. Create
platforms for local
networking and
partnerships.

Contentment, ambition,
trust.

Staying updated
with any changes
in city policies
seeking expansion
opportunities.
“How can I grow
further? Are there
any new incentives or
programs?”
To sustain and expand
the business, becoming
a loyal Modesto
business resident.

Develop regular
newsletters highlighting
city updates, new
incentives, and success
stories. Facilitate
workshops and growthfocused events for
businesses.

Satisfaction, belonging,
loyalty.

Ensuring a strong
connection between
the business and the
community.
“How can I give back?
How can my business
further support Modesto?”
Deeply integrate the
business into the Modesto
community, ensuring
long-term success and
mutual benefit.

Highlight successful
businesses in city
publications, encouraging
a sense of community.

Offer platforms for
businesses to collaborate
with community initiatives
and give back.

Customer Journey:

Inquiry to Business Success
Potential Investors and Business Owners
Attracting business investment can catalyze economic development. By showcasing the city’s potential, assets, or untapped opportunities, Modesto can bring in new businesses or encourage expansion to generate employment and boost the local economy. #11..
- 362 -
8 Meet Mr. and Mrs. Garcia
Elena and Rafael Garcia are a Hispanic couple in their mid-30s, juggling work, two kids, and preparing for a third. From their roots in Hughson, they found their way to Modesto after Rafael began working at Gallo Winery. They invested in a home near Modesto Junior College, hoping to lay down lasting roots.

Their ties to the community are strengthened by their involvement in the local church, where they’ve learned the value of empathy and understanding. However, the increasing signs of gang activity and a rise in homelessness concern them.

They’re looking for more action from the city. Moving back to Hughson is on their minds, but they’re reluctant to disrupt their children’s lives. They seek assurance from Modesto—a signal that the city is actively working to create a safer environment for all its residents.

Initial
Awareness
Seeking
Information
Engaging
with Services
Observing
Changes and
Impact
Advocacy
and
Continued
Support
Becoming
Advocates
for the City’s
Efforts
Concern, curiosity.

Need help knowing where
to start, overwhelmed by
the number of services.
“What public safety
services does Modesto
offer? Where do I find
information?”
Gain an understanding
of available public safety
resources.

Regularly distribute
information about public
safety services via
mailers, local news, or
community boards. Ensure
the city website has an
easily accessible section
dedicated to public safety.

Determination, slight
frustration.

Finding specific, actionable
information.
“How do these services
directly benefit our area?
Who can we talk to for more
details?”
Understand specific services
that address their concerns.

Provide clear and concise
brochures or infographics
about specific public
safety initiatives. Organize
community outreach sessions
where residents can interact
with public safety officers
and officials.

EMOTIONS PAIN POINTS QUESTIONS GOALS OPPORTUNITIES
Apprehension, hope.

Interacting with
bureaucracy, potential
wait times.
“Will our concerns be
taken seriously? How long
until we see changes?”
Communicate their
concerns and see them
addressed.

Offer feedback forms and
provide regular updates on
actions taken in response.

Spotlight testimonials from
residents who have had
positive interactions with
public safety services.

Anticipation, cautious
optimism.

Waiting to see tangible
results, fear of being
overlooked.
“Are measures being
implemented in our area?
Are other neighborhoods
seeing improvements?”
Witness noticeable
improvements in public
safety.

Share regular updates
about ongoing initiatives,
perhaps through a
monthly public safety
newsletter. Celebrate
milestones and
improvements through
local media.

Satisfaction, pride.

Ensuring continued
engagement and not
feeling complacent.
“How can we continue
supporting these efforts?
How can we get our
neighbors involved?”
Promote public safety
initiatives and engage the
broader community.

Recognize and highlight
community advocates in
city publications. Organize
and promote communitybuilding events that
underscore the importance
of public safety.

Commitment, enthusiasm.

Ensuring that new
initiatives continue to align
with community needs.
“How can we share our
positive experiences? How
do we ensure the city
remains responsive?”
Actively promote and
support the city’s public
safety efforts, encouraging
others to do the same.

Facilitate platforms where
residents can share their
success stories. Create
community ambassador
programs that empower
residents to become
champions for public safety
initiatives.

Customer Journey:

Rooted in Community and Seeking Assurance
Residents and Community Members
It’s crucial to rebuild trust and create a sense of community pride. By engaging directly with residents, the city can improve its image and motivate residents to participate actively in community revitalization efforts.
#11..
- 363 -
9 Meet Sam Harvey
Sam Harvey is a 58-year-old Southern Californian with a deep passion for classic cars and a soft spot for the movie “American Graffiti.” The vibrant car culture of Modesto beckons him, making it a top entry on his bucket list.

As someone who enjoys traveling, Sam is ready to embark on a road trip to the city. However, he’s been looking for a hotel that guarantees safety and quality amenities for an extended stay. Moreover, he’s curious about what else Modesto might offer - from mouth-watering eateries to tranquil public parks. Sam wishes the city’s tourism opportunities were better advertised; it would undoubtedly ease his planning. He’s hopeful to hit the road and make his way to Modesto by the end of 2024.

Initial
Awareness
Research and
Information
Gathering
Booking a
Place to Stay
Creating an
Itinerary
Final
Preparations
Ready to Hit
the Road
Excitement, anticipation.

Limited knowledge of
Modesto’s offerings
outside of classic cars.
“What sparked my interest
in Modesto in the first
place? Where can I start
my research?”
Start planning the trip and
gather basic information
about Modesto.

Promote Modesto’s
connection to “American
Graffiti” and the classic
car culture prominently on
tourism platforms.

Curiosity, slight frustration.

Need help finding
comprehensive information
on accommodations,
attractions, and amenities.
“Which hotels are safe and
comfortable? What other
attractions does Modesto
offer?”
Identify potential places to
stay and visit.

Develop a comprehensive
tourism guide for Modesto
with detailed sections on
accommodations, attractions,
restaurants, and parks.

Highlight reviews and
testimonials.

EMOTIONS PAIN POINTS QUESTIONS GOALS OPPORTUNITIES
Apprehension, hope.

Concerns about safety and
comfort, need for clarity
about amenities.
“Will the hotel meet my
expectations? Is it centrally
located?”
Secure a hotel that feels
safe and offers good
amenities.

Partner with local hotels
to offer package deals
for tourists. Showcase
video tours of popular
accommodations on the
tourism site.

Enthusiasm, slight
overwhelm.

Not knowing how to
maximize the visit,
potential fear of missing
out.
“Which spots are a mustvisit? Are there any local
events during my visit?”
Develop a schedule for
planned activities and
spontaneous exploration.

Create sample itineraries
on the tourism website.

Promote local events and
highlight “hidden gems” of
Modesto.

Eager anticipation, mild
anxiety.

Worries about overlooked
details.
“Do I have all my bookings
in place? Is my vehicle
prepared for the journey?”
Ensure everything is set
for a smooth trip.

Offer downloadable
checklists for travelers on
the tourism site. Provide
reminders about popular
spots or events happening
during their stay.

Eager anticipation, mild
anxiety.

Worries about overlooked
details.
“Do I have all my bookings
in place? Is my vehicle
prepared for the journey?”
Ensure everything is set for
a smooth trip.

Offer downloadable
checklists for travelers on
the tourism site. Provide
reminders about popular
spots or events happening
during their stay.

Customer Journey:

Planning to Prepared
Tourists and Visitors
Contrary to popular belief, cities with unattractiveness issues can still be transformed into tourist destinations. By spotlighting hidden gems, cultural events, or even the city’s history and resilience, Modesto can work towards building a new narrative that attracts visitors. #11..
- 364 -
10 Meet Isabella Martinez
Isabella Martinez, a 29-year-old graduate student from Stanislaus State in Turlock, is stepping into the next phase of her life.

She’s contemplating buying a house in Modesto with a new job at Kaiser.

Affordability is one of many factors for her. While some acquaintances hail from Modesto, their tales of a lackluster youth, marked by safety concerns and limited activities, give her pause.

Isabella wonders if settling in Modesto might limit her social and personal growth.

For her to truly invest, she wishes the city’s offerings were more transparent and that its narratives leaned more towards opportunities than criticisms.

Initial
Awareness
Research and
Information
Gathering
Property
Visits and
Exploration
Social
Integration
and
Exploration
Making the
Decision
Becoming a
Permanent
Resident
Curiosity, anticipation.

Limited knowledge about
Modesto’s residential
areas and lifestyle
opportunities.
“Where should I begin?
What’s Modesto really
like?”
Gather initial information
about Modesto’s housing
market and lifestyle.

Advertise Modesto’s
diverse neighborhoods
and lifestyle perks through
targeted social media
campaigns and local
publications.

Interest, slight overwhelm.

Sifting through vast
information, distinguishing
between dated perceptions
and current realities.
“Which neighborhoods are
safe and vibrant? What’s the
social scene like?”
Gain a comprehensive
understanding of Modesto’s
housing options and social
opportunities.

Design a user-friendly city
portal detailing housing
options and safety statistics
and spotlighting local events,
venues, and attractions.

EMOTIONS PAIN POINTS QUESTIONS GOALS OPPORTUNITIES
Excitement, apprehension.

Physical exhaustion from
property visits, information
overload.
“Can I picture myself living
here? Are amenities easily
accessible?”
Identify potential homes
and get a feel for
neighborhoods.

Collaborate with
realtors to offer guided
neighborhood tours,
emphasizing each area’s
unique features and
benefits.

Hope, uncertainty.

Integrating into a new
community and finding
social circles.
“Where can I meet likeminded individuals? What
activities can I engage in
during weekends?”
Experience the city’s social
scene and gauge personal
growth opportunities.

Promote community
events, workshops, and
local groups through a
city-sponsored events
calendar. Highlight
testimonials of young
professionals who have
successfully integrated
into the Modesto
community.

Determination, anxiety.

Commitment fears,
second-guessing
decisions.
“Is this the right decision
for my future? How will
this affect my career and
personal life?”
Commit to purchasing a
property and settling in
Modesto.

Share success stories
of young professionals
who’ve made Modesto
their home, focusing on
their journeys and the
benefits they’ve reaped.

Relief, optimism.

Handling the logistics of
moving and adjusting to a
new environment.
“Have I made the right
choice? How do I make this
place truly home?”
Smoothly transition into
Modesto life and start
building a home.

Provide new residents with
a welcome kit featuring
essential information about
the city, a list of community
events, and discounts for
local businesses.

Customer Journey:

Apprehensive Student to Permanent Resident
Potential Residents
Families and individuals looking to relocate might be swayed by marketing highlighting Modesto’s affordability, community programs, schools, and growth potential. Even amidst challenges, there are always aspects of a city that can appeal to newcomers.
#11..
- 365 -
11 Meet Laura Diaz
At 43, Laura Diaz stands at the helm of a nonprofit she’s passionately built in Modesto over the last two decades.

Her organization’s mission is clear: disrupt the school-to-prison pipeline by equipping students with financial literacy and practical social skills and introducing them to career paths early on. A Bill and Melinda Gates Foundation grant beckons, promising the chance to expand her reach and impact by bolstering her team. Yet, despite her dedication, Laura holds reservations. She wonders if Modesto’s current infrastructure can handle such an expansive partnership.

Knowing the potential benefits, she seeks collaboration with city officials and committees to strengthen her application. For Laura, this isn’t just about the grant; it’s about joining hands with the City to uplift student graduation rates and diminish crime. She’s seeking a steadfast ally within the City’s ranks who understands her vision and can provide the requisite support to realize it.

Initial
Consideration
Initial
Outreach and
Communication
Presentation
and Proposal
Submission
Ongoing
Communication
and Feedback
Formal
Partnership
and
Agreement
Application
Submission
and Awaited
Outcome
Hope, excitement.

Uncertainty about
the city’s support and
infrastructure capabilities.
“Will the city back my
application? Do they see
the potential benefits?”
Identify key city officials
and committees that
align with her nonprofit’s
mission.

The city could have clear
online documentation
about potential
partnerships, showing its
openness to collaborations
with local nonprofits.

Nervousness, anticipation.

Finding the right contacts
and drafting the first proposal
for collaboration.
“Who do I approach first?
What’s the best way to
present my proposal?”
Get a foot in the door with
the city officials.

The city can maintain an
up-to-date directory of
department heads and
committee chairs, complete
with contact information.

EMOTIONS PAIN POINTS QUESTIONS GOALS OPPORTUNITIES
Determination, slight
anxiety.

Ensuring accurate data
and projections, presenting
a compelling case.
“How can I make my
proposal irresistible?
Are there gaps I’ve
overlooked?”
Submit a strong proposal
that showcases the mutual
benefits.

The city could organize
workshops or webinars
detailing successful
collaboration case
studies to guide potential
collaborators.

Patience, slight frustration.

Waiting for feedback,
potential lack of
communication or clarity
from city officials.
“What’s the status of
my proposal? Are there
any concerns I need to
address?”
Maintain an open line
of communication with
the city and address any
concerns promptly.

The city can employ a
dedicated liaison for such
partnerships, ensuring
smooth communication
and feedback.

Relief, joy.

Ensuring all legal and
logistical issues are sorted.
“What are the terms of
our collaboration? How
will responsibilities be
divided?”
Establish a strong,
symbiotic partnership with
the city.

The city can publicize the
partnership, showcasing
its commitment to local
initiatives and enhancing
community trust.

Hope, anxiety.

The waiting period and
potential for rejection.
“Will the combined strength
of my nonprofit and the city
be enough to secure the
grant?”
Win the grant and bring
positive change to Modesto.

Sharing success stories or
testimonials from previous
collaborations could boost
morale and foster optimism.

Customer Journey:

Planning to Prepared
Governmental and Non-Profit Organizations
Building partnerships with governmental agencies, NGOs, and community organizations can be instrumental in tackling challenges like high crime rates and economic development. Modesto can secure grants, initiatives, and partnerships that drive change by showcasing the city’s willingness to collaborate and dedication to transformation.
#11..
- 366 -
12 Advertising Strategy
Understanding that the City of Modesto faces
unique challenges, we’ve created a strategy that
leverages our insights from the above personas
and journeys and past successes with cities
with similar infrastructures and pain points.

Our plan focuses on impactful, cost-effective
solutions, placing Modesto in a position to
transform its narrative.

Strategy for Advertising Services
Reviewing and Updating Messaging
• We will create persona-centric messaging
targeting Dr. Mitchell, the Garcias, Sam,
Isabelle, and Laura. Each message will
address their pain points directly, making
them feel heard.
• For instance, focusing on improved
infrastructure for Dr. Mitchell or highlighting
new public safety initiatives for the Garcias.

Creative Ads
• Crowdsource artwork from local artists
or students, emphasizing a communitybuilding approach. This not only keeps costs low but also fosters local pride and
involvement.

Digital Advertising Campaigns on Social
Media
Platform Selection
• Facebook and Instagram: Ideal for the
Garcias, Sam, and Laura due to their age
demographics.
• LinkedIn: Targeting Dr. Mitchell and
professionals like Isabelle.
• TikTok and Snapchat: For a younger
audience, perhaps to entice potential
students or young professionals.

Campaign Approach
• Geo-targeting: Ensure ads are shown to
residents and nearby regions.
• Storytelling Ads: Showcase resident
testimonials discussing recent positive
changes in Modesto.
• Engagement Boosters: Polls, AMAs (Ask
Me Anything) with city officials, or quizzes
about Modesto’s attractions.

Budget Allocation
• Majority to Facebook + Instagram due to the
broad demographic reach.
• A smaller portion to LinkedIn, TikTok, and
Snapchat.
#11..
- 367 -
13 Exploring Additional Advertising
Opportunities
• Local Radio Spots: Budget-friendly way to
reach a diverse audience.
• Collaborations with Local Influencers:

Engage Modesto’s influencers to share
positive stories and updates, providing a
more organic reach.
• Outdoor Campaigns: Instead of expensive
billboards, collaborate with local businesses
to create window displays or murals about
city developments.

Promotional Videos + Audio Content
Production
Videos
• Crowdsourcing: Host a competition for local
film students or enthusiasts to make short
promotional videos about Modesto. This
ensures a fresh perspective and reduces
costs.
• Topics: Highlight improved city areas,
showcase initiatives like Laura’s, or discuss
the rich history related to “American Graffiti”
for enthusiasts like Sam.

Audio Content
• Podcasts: Collaborate with local podcasters
or create a city-sponsored podcast
discussing updates, interviewing city
officials, and residents.
• Local Radio Collaboration: Regular
segments discussing city improvements,
upcoming events, or spotlighting local
businesses or personalities.

The above strategy ensures we make the most
of the City’s budget by prioritizing community
involvement, maximizing digital ad campaigns,
and ensuring each personas feels seen and
heard. This organic and targeted approach will
help redefine Modesto’s narrative, addressing
concerns while flexibly highlighting the city’s
potential.
#11..
- 368 -
14 Reporting and
Consultation
In the rapidly evolving world of media and
digital marketing, consistent communication
and thorough reporting are essential. We
understand the diverse needs of Modesto’s
residents and are committed to tailoring our
strategies to resonate with each persona we’ve
identified. Here’s how we plan to keep the City
of Modesto consistently informed and engaged.

Meeting Frequency + Modes
Weekly Check-ins
• A brief virtual meeting or call to discuss
immediate tasks, answer queries, and share
minor updates. These check-ins will ensure
we’re on track and aligned with the city’s
objectives.

Monthly Strategy Meetings
• A deeper dive into our campaign progress.

This will be a 1-2 hour in-person or virtual
session, per the city’s convenience, to
evaluate metrics, discuss the content
calendar for the upcoming month, and
brainstorm innovative ideas.

Annual Business Review
• An in-depth annual analysis where we
assess the year’s performance, discuss the
successes and learnings, and lay out the
strategy for the following year.

Regular strategy reviews ensure we remain
agile and responsive to the dynamic needs
of Modesto’s residents and audiences. By
consistently analyzing our campaigns, we can:
• Optimize content to better resonate with our
target personas.
• Adjust our strategies based on real-time
feedback and emerging trends.
• Identify opportunities or challenges early on,
ensuring proactive responses.

Additionally, 3fold will handle media monitoring,
which is crucial for reputation management. By
keeping an ear to the ground, we can
• Address concerns raised by residents
swiftly.
• Celebrate and amplify positive feedback
and stories.
• Stay updated on external factors or news
that might impact our campaigns.
#11..
- 369 -
15 Sample Monthly Media Platform
Performance Report Metrics
Every month that the City of Modesto has an
active media campaign, 3fold will provide an indepth report outlining:
• Engagement metrics: Likes, shares,
comments, and overall engagement rates.
• Reach and impressions: How many people
saw our content, and how often.
• Follower growth: Analysis of follower
demographics and growth rate.
• Top-performing content: What resonated
the most with our audiences.
• Recommendations: Based on the data, what
we suggest moving forward.
• Any ad spend and its return on investment
(ROI).

Week 1:

Campaign launch, weekly check-in.

Week 2-4:

Weekly check-ins.

End of Month:

Monthly strategy meeting and
report delivery.

Week 1-4:

Weekly check-ins.

End of Month:

Monthly strategy meeting and
report delivery.

Week 1-3:

Weekly check-ins.

Week 4:

Quarterly review, weekly
check-in, and monthly strategy
meeting.

End of Month:

Monthly report delivery.

Month 1 Month 2-5 Month 6
Sample Reporting Schedule
(6-month campaign)
#11..
- 370 -
16 Graphic Design Services
Recognizing the integral role that graphic design
plays in communicating a city’s ethos, values,
and vision, we’ve curated a comprehensive
strategy that’s not only effective and impactful
but ADA-compliant. We aim to become the City
of Modesto’s steadfast design partner, guiding
and supporting every visual narrative created.

Design isn’t just about aesthetics; it’s a tool for
communication. Effective design can:
• Drive engagement: Visual content increases
message retention
• Build trust: Consistent design builds brand
recognition and assures the residents of the
city’s professionalism
• Enhance accessibility: Design, when ADAcompliant and inclusive, ensures everyone can access city communications, irrespective
of their abilities
Design Capabilities
Our in-house team of design professionals is
expert in concepting, developing, and producing
industry-responsive, beautiful, and effective
marketing materials. From annual report
designs to event activations to video and
photography, we have the staff and capabilities
to make it happen for the City of Modesto.

While you might have a set of specific projects
to complete in a certain amount of time, rush
projects emerge. Don’t worry - we have an
internal routing system that prioritizes escalated
and critical projects so your work is done
quickly without compromising the integrity
of the product or its effectiveness. Standard
turnaround times vary based on the project.

Depending on Modesto’s available content,
data, and direction, we can take on a project
from start to finish, come in at the middle, or
finesse the end - it’s up to your team. Below
is a non-exhaustive list of our graphic design
capabilities.

Creative concepts
Infographics
Brochures
Annual Reports
Digital ads
Flyers
Interactive PDFs
Website graphics
Video production
Photography
Motion graphics
Social media graphics
Presentations and PowerPoints
ADA Compliance Standards
At 3fold, we prioritize inclusivity in every facet
of our work, fully recognizing the importance
of ADA (Americans with Disabilities Act)
compliance in graphic design. Our designs
aren’t just aesthetically appealing; they cater
to all audiences, ensuring that individuals with
disabilities can access, understand, and engage
with our content seamlessly.

We continuously educate our team about the
latest ADA standards, from color contrast
ratios and font choices to image descriptions
and layout considerations. By melding these
guidelines with innovative design, we meet legal
requirements and foster a more inclusive digital
world.
#11..
- 371 -
17 Updating Branding
The City of Modesto’s brand is nearly
as important to your residents as your
infrastructure, politics, and support systems. It
communicates who you are and where you plan
to go, builds trust, and creates community. A
solid brand and resulting brand guidelines are
imperative to your marketing success. A welldeveloped brand can:

Communicate Your Value: According to a
recent study by Nielsen, it takes consumers
just 10 seconds to form a first impression of
a brand’s logo. Still, it takes 507 impressions
before they remember the brand. A solid visual
identity aids in faster recognition and recall,
enhancing familiarity and trust.

Inspire Your Growth: Brands with a solid visual
identity outperform the S&P 500 index by 200%
over ten years. The goal of brand identity should
be strong and sustained long-term growth
that builds trust and social capital to foster
engagement, relationships, and success.

Engage Your Community: Emotionally
connected customers and constituents have a
306% higher lifetime value, tend to recommend
brands at a rate of 71%, and stay loyal for an
average of 5.1 years compared to customers
with lower emotional connections.

We would employ our brand development
methodology to partner with the City of
Modesto to update your brand as needed and
the resulting brand guidelines.

Research and Analysis
• Understand the current brand perception,
target audience, and competitive landscape
• Gather feedback from internal stakeholders,
customers, and potential users
• Identify the strengths and weaknesses of
the current logo design
Define Objectives
• Clarify the goals of the logo redesign, such
as modernization, better representation, or
broader appeal
• Set clear metrics to measure success, like
improved brand recognition, increased
customer engagement, or enhanced
emotional connection
Creative Brief
• Develop a creative brief that outlines design
requirements, including desired symbolism,
colors, typography, and style
• Align the brief with Modesto’s core values,
mission, and audience preferences
Concept Development
• Brainstorm multiple logo concepts that
reflect Modesto’s essence and resonate with
diverse audiences
• Encourage inclusivity by considering cultural
sensitivities and avoiding elements that
might unintentionally exclude certain groups
Design and Iteration
• Transform selected concepts into visual
designs that meet the creative brief’s criteria
• Iterate and refine designs based on
feedback form a diverse group of
stakeholders, including internal team
#11..
- 372 -
18 members, external consultants, and
community representatives
Accessibility and Diversity Check-ins
• Ensure the redesigned logo is accessible to
people with disabilities, considering color
contrast and readability
• Validate the logo design is culturally
competent and doesn’t inadvertently
exclude any group
Testing and Feedback
• Test the redesigned City logo with a diverse
set of users to gauge their reactions and
emotional responses
• Gather feedback on the logo’s appeal,
clarity, and alignment with Modesto’s
message
Finalize and Document
• Select the logo that best aligns with the
City’s objectives and resonates with the
target audiences
• Prepare comprehensive brand guidelines
that outline logo usage, colors, sizes, and
variations
Launch and Measure Performance
• Introduce the logo internally and provide
resources and training to ensure consistent
logo implementation across all touch points
• Monitor key metrics such as brand
recognition surveys, focus groups, and social
media engagement
• Analyze changes in customer sentiment,
loyalty, and overall market perception
• Track any increase in Modesto’s brand
visibility, website traffic, or sales that can be
attributed to the logo redesign
#11..
- 373 -
19 Our Qualifications
We’re thrilled to introduce a powerhouse team tailored to the unique needs of the City of Modesto.

With decades of collective experience, our professionals have seamlessly integrated with public agency departments and committees across various projects. Each member boasts a portfolio that includes assignments mirroring the scale and scope of what Modesto envisions. Recognizing the significance of maintaining a consistent and qualified project team, we are committed to ensuring stability in our team lineup. We pledge not to replace any key staff without obtaining a prior written agreement from the City after the contract is finalized. This underscores our dedication to providing the City of Modesto with a steadfast, experienced, and committed team throughout the project’s duration.

Your Key Team
Gordon Fowler
Senior Partner
Role: Communications strategist
Gordon is the Founder and Senior Partner of 3fold with 35 years of communications experience with government, political, nonprofit, entrepreneurial start-ups, and Fortune 100 companies in strategic brand building and storytelling, internal, stakeholder, and crisis communications. He leads 3fold’s consulting work with marketing and communication leaders to launch ideas and strategies that hit goals and get noticed, to align internal teams to produce efficient and practical work and to grow leaders in the roles to higher visibility and value externally and within their organizations. He is a frequently requested speaker and travels nationally to share his insights.

HE/HIM
Angela Criser
Partner
Role: Brand strategist
Angela has over 20 years of experience in brand positioning, creative direction, content creation, strategic storytelling, and internal communications. As part of 3fold’s consulting team, she works with clients needing thoughtful and humanizing messaging and communications strategies designed to connect and engage customers, internal teams, and key stakeholders. In addition, Angela focuses on delivering comprehensive and well-rounded systems that ensure our client’s biggest, most audacious goals have an achievable and clear pathway to success.

SHE/HER
#11..
- 374 -
20 Taylor Toledo
VP of Insights
Role: Research and development
Taylor Toledo is an award-winning marketing strategist specializing as the agency’s education and workforce development subject matter expert for the past several years. As 3fold’s Vice President of Insights and Analytics, she oversees the research and planning, creative, media, and business partnerships divisions.

She is directly responsible for connecting 3fold’s client work to audience beliefs, motivations, and challenges, ensuring the agency’s education and workforce, healthcare, and public agency client partners tell their stories through creativity and data. Her relevant work experience includes community college systems, statewide workforce initiatives, and CTE promotions.

Taylor is also a Modesto native. Born and raised within a few blocks from the Vintage Faire Mall, she spent 18 years in Modesto and is deeply familiar with the city’s landscape, structures, and development opportunities. She has family in Modesto, Escalon, Oakdale, and Ripon, and stays in touch with the communities she formed there.

SHE/HER
Carolyn Hopkins-Vasquez
Director of Client Services
Role: Account supervision
Carolyn Hopkins-Vasquez brings nearly two decades of marketing and management experience to the 3fold team. She earned her MA in media theory, focusing on representation and diversity in mass media. Her career spans industries from the arts to hospitality, including building a boutique beer company into an award-winning global entity. As 3fold’s Director of Client Services, she manages and supports the most brilliant team of Account Executives anywhere, developing solutions for clients and their communities and expertly navigating and building relationships.

SHE/HER
Andy Galloway-Long
Account Executive
Role: Account management
Andy Galloway-Long has more than a decade’s experience in marketing, content strategy, and publication. His training includes an undergraduate degree in journalism, and a Master of Business Administration focused on sustainable enterprise. His experience spans the gamut of in-house, agency, for-profit, and nonprofit. Andy has led projects covering brand redevelopment, organic social media strategy and execution, annual report design and production, paid media campaigns encompassing heritage and digital platforms, and developing and managing lead generation and recruitment campaigns statewide.

HE/HIM
#11..
- 375 -
21 Lilly Wyatt
Founder and CEO of SociosPR (Sub-Consultant)
Role: Public relations and community outreach
Lilly, the principal of SociosPR, boasts an extensive background in journalism, marketing, and public relations, having collaborated with major networks like NBC, ABC, Univision, and Telemundo. As an alumna of San Francisco State University, she holds a degree in broadcast journalism and has achieved notable roles, including serving as the sole bilingual spokesperson for the California Governor’s Office of Emergency Services. During her tenure at CalOES, she managed communications during crises, furthering her expertise at the American Red Cross before founding SociosPR in 2016. Her firm is celebrated among the top PR agencies in Sacramento, with Lilly’s individual contributions being acknowledged through Emmy and Telly awards. Moreover, Lilly’s commitment to community shines through her board positions with the Sacramento Metro Chamber Foundation, the Children’s Miracle Network, and the Public Relations Society of America.

SHE/HER
Christie Pierce
Media Director
Role: Media strategist
Christie is internationally certified by the Digital Marketing Institute and a 4-time recipient of the American Advertising Federation’s Public Service Club Achievement Award. He has a M.S. in Strategic Communication from Columbia University and a certificate of completion from the Haas School of Business, the University of California Berkeley for Social Global Entrepreneurship. Christie earned his experience through 10+ years working in media and planning paid media campaigns statewide, nationally, and across 13 international markets, including China, Mexico, and Brazil. As 3fold’s Media Director, he oversees all client media campaigns’ strategy, management, and performance.

HE/HIM
Z LaFrance
Art Director
Role: Graphic design
Z LaFrance is a designer with almost a decade of experience. Their expertise ranges from digital, print, and motion design to concepting campaigns and art-directing commercial shoots. Z started at 3fold as a production designer and has been delivering high-quality, detail-oriented work while learning new programs and sharpening skills, leading them to become our Art Director in only three years. In addition, they use their out-of-3fold time on freelance work for the Sacramento LGBTQ+ community and personal creative endeavors like sewing, quilting, and screen-printing.

THEY/THEM
#11..
- 376 -
22 Project Organizational Chart
Your Account
Executive. Responsible
for implementing
strategies with the
team and delivering
results.

Angela and Gordon collaborate closely
to develop key messaging and branding
strategies.

As VP of Insights, Taylor and Gordon
collaborate to align messaging with consumer
insights and research. She then ensures the
messaging strategy resonates with the target
audience(s).
+ GORDON
FOWLER
ANGELA
CRISER
TAYLOR
TOLEDO

CAROLYN
HOPKINSVASQUEZ
ANDY
GALLOWAYLONG
As Director of Client Strategy, Carolyn
oversees the project and creative teams to
ensure all strategies align with client goals.

Your Media Director.

Responsible for
identifying media
opportunities to
connect with diverse
audiences.

CHRISTIE
PIERCE
Your Art Director.

Responsible for
creating the designs
that connect and
engage diverse
audiences.

LAFRANCE
Your PR specialist.

Responsible for
identifying earned
media and community
outreach opportunities.

LILLY
WYATT
#11..
- 377 -
23 Our Experience
About Us
3fold Communications is more than an
independent strategic communications
agency; we are a dynamic force for change
and innovation in California. With 19 years
of unwavering commitment to excellence, we
have grown into a majority women-owned and
certified California micro, small business in the
heart of Sacramento.

Our team, consisting of 20 dedicated
professionals, is structured for success and
poised to exceed your expectations.

What truly sets us apart is our multidisciplinary
approach. Each team member brings a unique
skill set that perfectly complements the services
sought in this RFP.

When building a solid foundation for your
project, we have specialists in research and
insights, strategic facilitation, market research,
and persona development ready to dive in.

Our roster includes experts in public agency
and city brand development, leadership
development, internal communications, and
crisis communications strategy to meet your
needs.

Our creative team is second to none, excelling in
concepting, design, copywriting, and production.

Our internal communications specialists are
also ready to strategically implement plans,
provide communications training, and offer
media training as necessary.

Our “Why”
Founded in 2004 with a mission of “contributing
to thriving communities,” our agency’s DNA is
infused with a deep commitment to making the
world a better place, one community at a time.

Our journey over the past 19 years has been a
testament to our unwavering dedication to this
mission.

We firmly believe that communities are the
heart and soul of any society, and their wellbeing hinges on access to essential pillars— healthcare, education, workforce development,
and public services. Our commitment to
contributing to thriving communities aligns
perfectly with clients like the City of Modesto
who share this vision.
#11..
- 378 -
24 Our approach to client service is rooted in
the belief that the best work emerges when
organizations and their teams are united
by a shared purpose and a crystal-clear
understanding of how each role contributes
to their mission. We don’t view our clients as
partners; we see them as fellow architects of
positive change.

Our commitment to personalized client attention
runs deep. We understand that every client
has unique challenges, goals, and aspirations.

That’s why we don’t offer one-size-fits-all
solutions. Instead, we take the time to listen,
learn, and understand your organization’s
nuances. We tailor our strategies and services
to align seamlessly with your vision, ensuring
every action we take is a step toward your
success.

In summary, 3fold’s ethos, philosophy,
and approach are grounded in a profound
belief in the power of thriving communities,
a commitment to shared purpose, and a
dedication to personalized client attention. With
clients like Modesto, who are at the forefront
of creating positive change, we are not just
partners but fellow advocates for a brighter
future.
#11..
- 379 -
25 Relevant Experience
Aligning Citywide
Communications:

The City of Fairfield
The City of Fairfield, California, a
diverse and thriving city with over
116,000 residents, aimed to provide
easily accessible information, deliver
timely and responsive communication
to the media, and transparently engage with
the public. Maintaining community pride and a
positive self-image was essential for Fairfield’s
reputation as a desirable place to live and work.

To achieve these goals, the City partnered
with 3fold to develop a comprehensive
communications plan that would align with the
City’s mission and core values.

In close collaboration with the City’s
communications manager, 3fold conducted
meetings with the communications team, City
Manager, and department leaders to assess
existing procedures and communication
requirements. A thorough review of current
plans, research, marketing materials, and
outreach channels was conducted. Using this
information, 3fold created a comprehensive
communications plan with clear messaging,
designated roles and responsibilities, and
streamlined processes to effectively and
consistently meet constituent needs.

Implementing the communications
plan led to significant outcomes for the
City of Fairfield. With a central communications strategy, the City achieved the following results:

Maintaining Trust and Goodwill: The City
demonstrated its commitment to transparency,
engagement, and information sharing across all
communication channels. This approach fostered trust and goodwill among residents and business owners.

Strengthening Communications: By
standardizing the approach and engagement
strategy for all department communication
representatives, the City improved
communications between departments and
the communications team. This alignment
facilitated smoother collaboration and
enhanced internal communication.

Protecting and Promoting the City’s Brand:

By implementing protocols and procedures
outlined in the communications plan, the
City effectively protected and promoted its
brand, ensuring consistent messaging and
engagement across all communications
representatives.
#11..
- 380 -
26 Aligning Community
Partners Under a Single
Strategy: The City of
Sacramento
Homelessness is a pressing issue affecting
cities worldwide, including the City of
Sacramento. With an estimated 3,665
individuals experiencing homelessness on
any night in 2018, the City recognized the
need for a comprehensive and coordinated
approach to address this issue. However, a
lack of cohesive messaging and a clear plan
resulted in confusion and frustration among
constituents. The City partnered with 3fold to
develop a unified communications structure and
messaging platform.

To address the challenges faced by the City
of Sacramento in communicating its homeless
strategy, 3fold conducted extensive research,
including interviews with key stakeholders,
website audits, social media audits, and a
review of earned media. The research revealed
a need for more unified messaging, trust,
and partnerships between the City and the
community. Based on these findings, 3fold
defined the City’s communication goals.

It recommended a set communications
framework focusing on reframing the issue of
homelessness, establishing a shared community
vision, and uniting stakeholders through
messaging.

Implementing the recommended
communications plan yielded
significant results for the City of
Sacramento:

Building Trust and Partnerships: By
adopting a unified messaging approach,
the City was able to build greater trust and
foster partnerships between the City and the
community in addressing homelessness.

Establishing a Shared Community Vision:

Through clear and consistent messaging,
the City successfully established a shared
community vision for addressing homelessness
internally and with the public.

Unified Messaging for Leadership: The City’s
leadership, including officials and the media,
benefited from unified messaging, ensuring
consistent communication and representation of
the City’s homeless strategy.

By aligning messaging, establishing a shared
vision, and unifying stakeholders around the
issue of homelessness, the City of Sacramento
strengthened its communication efforts, built
trust, and fostered collaboration in addressing
the pressing issue of homelessness within the
community.
#11..
- 381 -
27 Inspiring Children to Fight
for Their Communities:

Health Education Council’s
“A Park for Everyone”
children’s book
For more than 30 years, the Health Education
Council has worked to promote healthy
communities and neighborhoods. Decisions
that determine health are largely determined
by where we live, work, play, pray, shop, and
grow old. Living near welcoming parks and
public spaces provides residents with places to
play, connect, learn, refresh and be physically
active—all good for improving health outcomes.

However, far too many community parks
are not welcoming or safe. As part of its
mission, HEC wanted to find a way to not
only demonstrate the success of their Invest
Health project in Roseville, California for grant
providers and funders, but also inspire the next
generation of youth, particularly those living in
communities that are under-funded and undermaintained, to be empowered as community leaders now and in the future.
3fold came up with the idea to do a children’s
book designed to tell this story. Using grant
reports, funding applications, and community
meeting notes, we crafted a fictional narrative
aimed at reaching kids between the ages of 5
and 8. The goal for this was to reach children at
an age when they are learning to understand
and engage in the world, as well as to give
parents a tool for talking with their children
about the struggles facing their neighborhoods
and find opportunities for change.
“I’m sorry, Nina,” she said.
“There are people I don’t know on the field.

Let’s have a dance party instead!”
“When I visit my friends in other neighborhoods,
we go to their parks.”
They have happy trees and green grass.

They have colorful playgrounds with lots of kids and dogs playing.

They have playing fields full of teams and cheering families. #11..
- 382 -
28 Transforming Rural
Public Transportation:

Nevada County Public
Transportation,
Rebranding
Public transportation is a vital resource to many
Americans, with the majority of its systems
serving the country’s rural communities
(1,308 rural versus 945 urban public transport
systems). These smaller rural systems serve
as lifelines for communities across the United
States, including Nevada County, where nearly
70% of its residents live in unincorporated
portions of the county. (Source: Nevada County
Executive Report)
Nevada County, a thriving set of communities
nestled in the foothills of Northern California,
centered between the Sacramento Region
and Lake Tahoe had a fairly well-utilized but
outdated public transportation system, looking
to refresh its image and increase ridership,
leaving behind its outdated Gold Country Stage
name and branding.

After a thorough research and discovery phase,
3fold rebranded Gold Country Stage into
Nevada County Connects.

AFTER REBRANDING,

NEVADA COUNTY CONNECTS

RIDERSHIP INCREASED
16% IN 2022
#11..
- 383 -
29 To truly figure out how to solve the system’s
outdated branding and perception challenges,
we had to immerse ourselves in the community
and the experience of riding Gold Country
Stage. Our creative team took a boots-onthe-ground approach, riding every fixed route line and exploring the on-demand
services throughout the county. Meanwhile,
our team conducted independent research
and held multiple stakeholder interviews with
county staff, elected officials, and community
members.

With a vision to align the brand’s simplicity
and efficiency with an updated map and
signage, 3fold embarked on a creative
journey to revolutionize how Nevada County
Connect communicated with its riders and the
community. We focused on:
• Streamlined simplicity: Significantly
reducing the visual “clutter” displayed on
original maps and embracing the minimalist
essence of the brand to enhance clarity
• Consistent integration: Leveraging the
stylistic elements of the updated map to
promote Nevada County Connects across
various platforms to create cohesive brand
messaging
• Brand Perception: Few residents were
aware that Gold Country Stage was a
public service of Nevada County and
negatively affected their perception of the
former brand
Impact:

The collaborative partnership between Nevada
County and 3fold Communications yielded not
only modern, beautiful, and functional design
solutions but also engendered a positive effect
on ridership, enhancing connectivity for a broad
spectrum of community members to access
vital services, employment opportunities, and
recreational pursuits. These outcomes stand
in marked contrast to the prevailing trend of
diminishing national public transportation
ridership, as reported by CNBC.
“Working with 3fold
Communications has been a
fantastic experience. We hired
them for a transit system
marketing project which
included the development and
implementation of a communitybased initiative.

Throughout the project Carolyn
provided great leadership and
direction when our team was
unfocused, laughter when
enduring design challenges, and an
understanding of our diverse local
culture and how that is driving the
project.
3fold was the perfect partner for
our proiect.”
– RobinVan Valkenburgh,
Transit Services Manager
at Nevada County Transit
#11..
- 384 -
30 Removing Recycling
Confusion for Sacramento
County residents:

County of Sacramento,
SacGreenTeam Organics
Recycling Campaign
Sacramento County residents were confused
about what recyclables could be placed in the
curbside recycling cart.

Per cart checks, customers continue to
“wishcycle” by putting unacceptable items in
the recycling cart, thinking that may be sorted
for recycling at a processing facility.

To add to the confusion, since July 1, 2022,
the SacGreenTeam’s curbside customers are
required to put organic material into their green
waste cart instead of their trash cart.
21,000

WEBSITE VISITS
80%

NEW WEBSITE USERS
15%

OF RESIDENTS GAVE ORGANICS

RECYCLING A TRY
#11..
- 385 -
31 To cut through the confusion we utilized two
types of Social Norm marketing to influence
positive behavior change.

1. “Static norms” – These are the types of
actions we believe our community and family
and friends are all doing. In practice, it’s best to
use static norms to show that a majority of a
group are performing the same action.

2. “Dynamic norms” – A dynamic norm displays
a shift in actions: how a behavior is becoming
increasingly common. When we are seeing
shifts but still not at a place where we can
point to a static norm or majority, we utilized
encouraging messaging to illuminate those
shifts.

Impact
3fold’s campaign cut through the clutter, shifted
behavior, and broke the “wishcycle”.
21,000 people visited RecycleReboot.com
during the campaign to learn tips, tricks, and
how to incorporate organics recycling into their
routines.

Nearly 80 percent of those people were new
users, meaning roughly 15 percent of the
SacGreenTeam’s customer base sought out
additional information and were willing to give
organics recycling a try.

Proposal for City of Sacramento
#11..
- 386 -
32 References
Robin Van
Valkenburgh
Nevada County, Transit
Services Division
Phone: 530-477-0103
Robin.vanvalkenburgh@
co.nevada.ca.us
Debbie
Oto-Kent
Health Education Council
Founder, Chief Executive
Officer (CEO)
Phone: 916-556-3344
[email protected]
Brenda
Bongiornio
County of Sacramento,
Department of Waste
Management & Recycling
Public Information Officer
Phone: 916-216-5825
[email protected]
OTHER RECENT CLIENTS WE’VE
WORKED WITH ON SIMILAR PROJECTS:

California Mobility Center
California School Boards Association
California State University, Fullerton
City of Fairfield
County of Sacramento Department of
Waste Management & Recycling
County of Santa Clara Public Health
Department
Los Rios Colleges
Los Rios Colleges, Office of Workforce
Development
Los Rios Colleges Foundation
Nevada County
Public Library Partnership
Sacramento Metro Chamber
Sacramento Region Community
Foundation
San Diego College of Continuing Education
San Diego and Imperial Counties
Community College Consortium
Santa Barbara Community College District
Southern California Library Cooperative
Yolo County Children’s Alliance
#11..
- 387 -
33 Cost, Schedule
and Deadlines
Cost Proposal
Our intention in working with the City of Modesto is to make your resources go farther. Our proposed cost breakdown includes services, external budgets, resources, and more to ensure our marketing solutions are complete, competent, and compelling.
3fold uses a blended hourly rate across our team of $200. This ensures the City has access to the full spectrum of the team without incurring additional costs based on seniority of expertise. Additionally, we are adept at fitting within public agency payment systems and structures.

The following cost proposal is an estimate based on the City of Modesto’s stated scope of work and our experience working with the outreach needs of systems like yours. This budget serves as a starting point; upon contract award, we’re happy to identify updated budgets to better align with the City’s priorities.

Major Phases of Work Schedule + Associated Cost
Year 1 (2023-24)
TOTAL HOURS - 715 | TOTAL YEAR 1 BUDGET: $368,000
Services: $143,000 | Gross Media: $125,000 estimated | Production Budget: $100,000 estimated Team Phase Task Hours/Cost
Quarter 1 TOTAL Q1 HOURS: 193 / $38,600
Director of Client
Strategy, Account
Manager, Planning
Director
Review and Planning
Initial client meetings to
understand needs, expectations,
and priorities
• Project kickoff
• Work plan development
• Client brief development
25 hours
($5,000)
Consultants, VP of
Insights, Planning
Director
Review of existing messaging and
current marketing strategies
• Research and development
• Client review meetings
• Editing
54 hours
($10,800)
#11..
- 388 -
34 VP of Insights,
Planning Director
Develop persona-centric
messaging and strategies
• Messaging development
• Strategy development
• Client review meetings
• Editing
46 hours
($9,200)
Director of Media,
Jr. Art Director,
Planning Director,
Account Manager,
Copywriter
Campaign
Development
Social media campaign
development
• Creative brief development
• Creative concepting
• Media planning
• Client review meetings
• Editing
47 hours
($9,400)
Director of Media,
Media Coodinator,
Account Manager
Graphic Design
Digital designs for social media
Begin print designs for potential
outdoor advertising
• Campaign production
• Client review meetings
• Editing
21 hours
($4,200)
Quarter 2 TOTAL HOURS: 318 ($63,600)
Director of Media,
Media Coodinator,
Account Manager
Campaign Execution
and Monitoring
Social media campaign
• Campaign management
• Client meetings
• Monthly reporting and
recommendations for
optimization, when needed
160 hours
($32,000)
Production
Manager, Jr.

Art Director,
Copywriter, Account
Manager
Audio and Video
Content
Production for promotional videos
and podcast content planning
• Production management
(sourcing, procurement,
negotiation)
• Content production
• Client meetings
60 hours
($12,000)
Account Manager,
Production Manager
Launch crowd sourcing campaign
for video content
• Campaign production
• Campaign launch
36 hours
($7,200)
#11..
- 389 -
35 Jr. Art Director,
Copywriter, Graphic
Designer
Graphic Design
Continued design support
• As-needed graphic design
services
• Client meetings
• Editing
20 hours
($4,000)
Jr. Art Director,
Copywriter, Account
Manager
Review and Updates
Update the City’s brand guide, as
needed
• Brand refinement, including
copy and visual identity
requirements
• Client meetings
• Editing
42 hours
($8,400)
Quarter 3 TOTAL Q1 HOURS: 76 ($15,200)
Director of Media,
Media Planner,
Media Coordinator
Digital Advertising
Expansion
Incorporate additional channels
into social media campaign
• Media planning
20 hours
($4,000)
Production
Manager, Account
Manager
Collaboration and
Exploration
Initiate collaborations with local
influencers and podcasters
• Explore local radio spots and
partnerships
• Production management
• Content production
24 hours
($4,800)
Production
Manager, Account
Manager
Content Production
Continue video and podcast
production
• Content production
32 hours
($6,400)
Quarter 4 TOTAL Q1 HOURS: 128 ($25,600)
Production
Manager, Media
Coordinator,
Account Manager
Outdoor Campaigns
Plan outdoor installations
• Production management
• Content production
28 hours
($5,600)
Account Manager,
Director of Client
Strategy
Reporting and
Optimizations
Regular meetings to discuss
metrics and strategies
• Business review
24 hours
($4,800)
Account Manager,
Director of Client
Strategy
Monthly reporting on social media
campaign performance
• Day-to-day management
• Reporting
76 hours
($15,200)
•
#11..
- 390 -
36 Year 2 (2024-25)
Estimated timetable based on Y1 performance; we will refine upon contract award to pace quarterly.

TOTAL HOURS - 500 | TOTAL YEAR 2 BUDGET: $250,000
Services: $100,000 | Gross Media: $100,000 estimated | Production Budget: $50,000 estimated Team Phase Task Hours/Cost
Consultants,
Planning Director,
Account Manager,
Director of Client
Strategy
Scaling and
Expanding
• Based on Y1 performance,
scale the most effective
campaigns
80 hours
($16,000)
Director of Media,
Media Coordinator,
Account Manager,
Director of Client
Strategy
Continuous
Monitoring
• Media monitoring to track city
mentions and trending topics
120 hours
($24,000)
Production
Manager, Media
Planner, Account
Manager, Jr. Art
Director, Copywriter
New Content
Production
• Additional video, podcast, or
content production $50,000
Account Manager,
Director of Media,
Director of Client
Strategy
Regular Updates
and Meetings
• Continuous updates to the
brand guide, regular meetings,
and monthly performance
reports
300 hours
($60,000)
#11..
- 391 -
Thank You
Thank you for the chance to introduce ourselves.

We hope this proposal showed you our passion and
commitment to the City of Modesto and its future. We
can’t wait to build meaningful work alongside you.
#11..
- 392 -

PUBLIC RELATIONS AND

MARKETING SERVICES
Proposal submitted to: City of Modesto
Proposal submitted by: Tripepi Smith
Date of Submittal: November 7, 2023
Valid for 90 days
Submitted By:

Ryder Todd Smith, Co-Founder & President
Jennifer Vaughn, Director
#11..
- 393 -
City of Modesto / Proposal: RFP #2324-36
2 LETTER OF TRANSMITTAL
Thank you for the opportunity to present Tripepi Smith’s offerings in response to the City of Modesto’s interest in garnering support for public relations and marketing services specific to the City. Tripepi Smith will adhere to the provisions described in the RFP without modification.

I affirm that I am the contact person responsible for this response and have the authority to bind Tripepi Smith for this proposal, which is valid for 90 days after submission.

Regards,
Ryder Todd Smith
Tripepi Smith & Associates
Co-Founder & President
[email protected] • (626) 536-2173
PO Box 52152, Irvine, CA 92619
#11..
- 394 -
City of Modesto / Proposal: RFP #2324-36
3 TABLE OF CONTENTS
LETTER OF TRANSMITTAL...........................................................................................................2 COVER LETTER.............................................................................................................................4 PROJECT UNDERSTANDING AND APPROACH .........................................................................5 QUALIFICATIONS OF CONSULTANT STAFF AND SUB-CONSULTANT STAFF.........................7 EXPERIENCE OF FIRM .................................................................................................................8 COST, SCHEDULE & DEADLINES..............................................................................................15 APPENDIX A: RESUMES.............................................................................................................20

#11..
- 395 -
City of Modesto / Proposal: RFP #2324-36
4 COVER LETTER
Tripepi Smith is pleased to submit this proposal in response to the City’s Request for Proposals for Public Relations and Marketing Services. Our team has a proven track record in assisting municipalities with their Public Information Officer responsibilities. In alignment with the City’s objectives and goals, we propose a Time & Materials approach that offers flexibility to meet the City’s unique needs.

Tripepi Smith is a team of more than 50 communication experts—robust enough to offer experienced and effective professionals for the job, yet small enough to be nimble and responsive. We offer a spectrum of skills that allows us to match the appropriate resource to the task at hand, letting us execute faster and reduce engagement costs. The result: we have the ability to tell a complete story across mediums, all within our one team. The City will need only one communications partner. We’ve identified a multi-faceted team to fulfill the City’s outreach needs. However, we are prepared to bring on any other Tripepi Smith teammate to contribute to best capturing Modesto’s story.

This proposal contains an explanation of Tripepi Smith’s understanding of the City’s goals, as well as our approach to partnering in accomplishing them. We also review the experience of our firm and the proposed project team, as well as provide an overview of approximate costs for the City to consider.

Lastly, we provide the City with a selection of references geographically approximate to the City, including many that have been served by the very members of our proposed project team for Modesto, as well others who have requested similar services.

Financial Disclosure
Tripepi Smith is privately held and owned by Ryder and Nicole Smith. Each owns 50% of the company’s equity. There are no other investors. Tripepi Smith has never filed for bankruptcy nor had a legal claim made against the firm. The firm has been profitable every year since 2009 and carries substantial financial reserves equivalent to one month of total revenue.

Authorization
I affirm that I have the legal authorization to bind Tripepi Smith into agreements with the City and to make the statements below on behalf of the firm. I have received all the amendments/addenda and agree to the City’s terms and conditions in its RFP and Standard Agreement for Professional Services.

This proposal is valid for 90 days from the date of submission.

We look forward to the opportunity to help tell the story of Modesto and highlight your status as a center of art and innovation for the benefit of your residents, customers, businesses and visitors.

Regards,
Ryder Todd Smith
Tripepi Smith & Associates
Co-Founder & President
[email protected] • (626) 536-2173
PO Box 52152, Irvine, CA 92619
Ryder is the main contact person throughout the RFP review process. #11..
- 396 -

PROJECT UNDERSTANDING AND APPROACH
Per the City’s RFP, Modesto is seeking a partner in developing and executing on an “overall work program of the marketing, media relations and crisis communications, community engagement affairs, and website and social media functions.“
Tripepi Smith understands that we would be reporting directly to the City Manager in partnership with the Community & Media Relations team performing duties on an as-needed basis. These needs will vary from advertising across a variety of mediums and platforms (radio, television, print, digital) and may extend into video and audio needs including script work, filming and editing. The City may also tap into graphic design needs to support marketing campaigns and various projects ranging from social media and websites to posters and brochures. Tripepi Smith will also make the necessary updates to the City’s Branding Guide as new templates or edits arise. Additionally, we will be called upon for weekly project management and consulting that includes reports on metrics to demonstrate key performance indicators and media monitoring.

We propose a fixed team to partner with the City in weekly meetings to provide the foundation for strategic direction on communication and media efforts. We will also tap into additional team members when necessary for the special projects such as graphic design, videography, animation or translation. Our team has expertise in website development and maintenance, ADA compliance, digital advertising placements and other requirements needed to successfully promote City initiatives.

These experts are all on staff. We don’t anticipate needing to sub-contract any services. #11..
- 397 -
City of Modesto / Proposal: RFP #2324-36
6 Tripepi Smith’s Approach
Tripepi Smith has extensive experience with all aspects of the requested scope of work, and a track record of success in helping public sector clients educate and engage various stakeholder groups.

Tripepi Smith can confidently execute on each area of Modesto’s request.

General Project Management
Tripepi Smith begins all engagements with a kickoff meeting with the client to: introduce personnel to one another, define Key Performance Indicators (metrics, goals and timelines); review project management processes and tools; and ensure each team member has a full understanding of their responsibilities.

Tripepi Smith primarily uses the following tools to manage projects:

Google Workspace for email, creating real-time collaborative documents and instant messaging
Zoom or Google Meet for conference calls
Hootsuite and Sprout Social for social media management Meltwater for social media and media monitoring
Kantata for project/task management, internal project status updates and time entry Dropbox File Management: full cross-team file access, client file review and/or transfer These project management tools enable project manager(s) to quickly determine a project’s budget status, review the schedule of tasks and send rapid notifications to the whole team if issues arise.

Quality Assurance
Tripepi Smith abides by a rigorous procedure of internal review before a draft deliverable ever makes it to a client. Principals, Directors and Senior Business Analysts are all in the upper echelon of the workflow, providing quality assurance of work products created by the rest of the team. Clients then have opportunities to provide feedback–via Dropbox, Google Workspace, email and/or phone calls– on each iteration of a given deliverable.
#11..
- 398 -
City of Modesto / Proposal: RFP #2324-36
7 QUALIFICATIONS OF CONSULTANT STAFF AND SUBCONSULTANT STAFF Tripepi Smith employs over 50 staff members with expertise in all facets of communication and outreach. We don’t anticipate needing to sub-contract any services.

Senior Business Analyst Kaitlyn Wu will act as the City’s Account Manager, overseeing all aspects of the engagement. Principal Jon Barilone will act a strategic advisor provide his cell phone number to staff and remain available 24/7 to answer questions, develop strategies and otherwise advance the engagement. Business Analyst Peter Johnson will serve as Project Manager handling logistics, coordination and project management. Junior Business Analyst Mia Valenzuela will fulfill client requests as assigned. Resumes for this team are included in Appendix A at the back of this proposal.

This core project team will have dedicated availability to steer the Modesto engagement. This also parlays into dedicated time to support the City on immediate notice and under time constraints. Of course, Tripepi Smith is a collaborative firm with many skillsets available. Any Tripepi Smith staff member may be brought onto Modesto’s project team to assist with the City’s needs. Tripepi Smith may assign or swap resources as needed to address client-specific needs or to leverage certain expertise when needed, but only after City approval.

Visit www.TripepiSmith.com/Our-Team to meet the rest of the Tripepi Smith team.

Jon Barilone
Principal
Kaitlyn Wu
Sr. Business Analyst
Peter Johnson
Business Analyst
Mia Valenzuela
Jr. Business Analyst
#11..
- 399 -
City of Modesto / Proposal: RFP #2324-36
8 EXPERIENCE OF FIRM
Projects of Similar Scope
Tripepi Smith has had the privilege of providing communication support to almost 200 public agencies throughout California (see next page). The following are just some sample engagements that align with the services and scope the City has requested in its RFP.

1. Tripepi Smith has supported the PIO at the City of American Canyon for a few years now.

Initially, the City engaged Tripepi Smith to provide a range of services, namely on-demand crisis communications support and an audit of its Vision website. Tripepi Smith now provides services spanning a platforms review of the City’s current communication platforms, tapping into our policy strategy expertise, graphic design, writing support, video production, event management and facilitation for community forums, photography, media outreach, social media management, communications and leadership strategy, metrics reporting, website content updates, copywriting services and quarterly planning meetings with executive staff.

Project Team: Principal Jon Barilone, Senior Business Analyst Kaitlyn Wu, Business Analyst Kalee Cummings, Junior Business Analyst Kayla Cao

2. Tripepi Smith has worked with the City of Hercules since 2021. The City first engaged Tripepi Smith to educate voters on a lighting and land use measure. Several years later, it pursued ongoing communication support in the form of social media management and monitoring, content creation and metric reporting. Hercules also looks to Tripepi Smith for strategic outreach advice, engaging in bi-weekly and quarterly discussions about communication opportunities across the City. Lastly, Tripepi Smith conducted an express communications assessment evaluating City outreach tools and protocols, as well as recommendations for optimizing them.

Project Team: Director Jennifer Vaughn, Creative Director Kevin Bostwick, Senior Business Analyst Melanie James, Business Analysts Peter Johnson and Cailyn Thompson and Junior Business Analyst Mia Valenzuela

3. Tripepi Smith has supported the City of Napa since late 2019. While the City originally engaged us for retainer services focused on social media creation and management, content writing and website support, the City quickly expanded our engagement to include ad hoc graphic design support, video editing, infographic design and HR outreach and promotion. In addition to drafting, scheduling and monitoring social media across all City platforms, Tripepi Smith has drafted written content such as letters from the City Manager, press releases and radio scripts. We have also completed detailed financial infographics that outlined the potential effects of COVID19 on City finances (one of these infographics was featured in a MarketWatch article), wrote and #11..
- 400 -
City of Modesto / Proposal: RFP #2324-36
9 designed its 2020 State of the City booklet, edited videos that told the story of local business and City support throughout the pandemic, conducted voter outreach and more.

Project Team: Principal Jon Barilone, Senior Business Analyst Kaitlyn Wu, Business Analyst Kalee Cummings, Junior Business Analyst Kayla Cao
Client References
Description
City of Orinda
David Biggs
City Manager
925.253.4222
[email protected]
22 Orinda Way, Orinda, CA 94563
Social media management and monitoring, graphic design, strategic communications plan, dashboard reporting, quarterly flyer, media intelligence services, metrics reporting, website review content, news articles.

Period: 2021 to present
Dollar Value of Services Provided: $80,000/year | $5,220/monthly retainer | $17,360 available for annual T&M work
Project Team: Kaitlyn Wu, Skyler Addison
City of Hercules
Dante G. Hall
City Manager
510.799.8200
[email protected]
111 Civic Drive, Hercules, CA 94547
Strategic communications support, written content development (press releases, news articles), social media management, graphic design, email newsletter design, language translation, photography, ballot measure outreach/education, digital metrics gathering and analysis
Period: 2021 to present
Dollar Value of Services Provided: $80,000/year | $6,550/monthly retainer
Project Team: Jennifer Vaughn, Peter Johnson, Mia Valenzuela City of Foster City
Louis Sun
Public Works Director
650.286.3253
[email protected]
610 Foster City Blvd, Foster City, CA
94404

Levee Improvements Project: Website development and content updates, social media content development and monitoring, weekly e-newsletter production, monthly metrics reporting, constituent hotline and email inquiry management, event planning and facilitation, graphic design support, animated video production, development of press releases and other content, project management/weekly check-in calls.

Period: 2021 to present
Dollar Value of Services Provided: NTE: $133,408.80/year | $6,825/monthly retainer
Project Team: Jen Nentwig, Melanie Moore, Ethan de la Pena, Melanie James
#11..
- 401 -
City of Modesto / Proposal: RFP #2324-36
10 Description
City of American Canyon
Jen Kansanback
Communications Manager
707.647.5355
[email protected]
4381 Broadway, American Canyon, CA
94503

Strategic communications support, crisis communications support, social media management, written content (press releases, articles), media relations, photography, videography, graphic design, annual reports, e-newsletters, website content support, website technical support, metrics gathering and analysis
Period: 2018 to present
Dollar Value of Services Provided: $157,000.00 for annual T&M work Project Team: Jon Barilone, Kaitlyn Wu, Kalee Cummings, Kayla Cao Firm Background & Experience
Tripepi Smith excels at public affairs. We work in a complex environment where successful communications go hand-in-hand with marketing and technical expertise. As a full-service public affairs and creative services firm, Tripepi Smith delivers strategy, outreach and design tailored for local government, public agencies, nonprofits and private companies—each strongly represented in our client list.

At Tripepi Smith, experienced Directors and Analysts drive strategy and implement messaging. Fulltime creative professionals generate compelling branding, websites, design, social media, photography and video. The collaboration between Creative Services and Analysts keeps communications engaging and on-message, and a diversity of skillsets and expertise allows Tripepi Smith to offer clients exactly the level of service they need.

Additionally, printing, niche website development needs or for mailing, we may use subcontractors.

These are often determined at the time of the need, so it is difficult to predict who that will be.

However, here is a list of potential firms or people we routinely subcontract with:
#11..
- 402 -
City of Modesto / Proposal: RFP #2324-36
11 InfoSend – Print and Mail House Services
DLS Printer Services – High-end Printing for Collateral Emily Baker – Voiceover Work
FlashVote – Scientific Surveying
Grounded in civic affairs: Co-founder and CFO Nicole
Smith is a 2nd-generation civic affairs professional (her father was a city manager for 30 years). Meanwhile, cofounder and president of Tripepi Smith, Ryder Todd Smith, brings over a decade of public agency marketing
and communications experience to the table.

Legal Structure and Financial Matters
Tripepi Smith is a California S Corporation. Ownership is equally split between Co-Founders Nicole D. Smith and
Ryder Todd Smith.

Tripepi Smith has been incorporated since 2002 and has
generated a profit every year it has been in operation.

We have never had a legal claim filed against us and
have never failed to fulfill a contract commitment.

Implementing Strategy & Engaging
Audiences
Tripepi Smith recognizes the important interplay of public affairs and design. It’s about presenting ideas that advance communities and public institutions. An important corollary to this is providing the creative services that can build materials to engage audiences and make ideas resonate. Tripepi Smith’s multi-faceted design team enables us to reach these goals and lead effective creative strategy.

Strategic
Tripepi Smith is a provider of technology, communications and public affairs services. We leverage our skills and experiences in each of these areas to deliver efficient, technologically driven communication solutions that reflect our deep understanding of local government. Our team has a strong record of working with public agencies, joint powers authorities and not-for-profit organizations throughout California to better engage and connect with their stakeholders and community.
“…solutions that reflect
our deep understanding
of local government.”
#11..
- 403 -
City of Modesto / Proposal: RFP #2324-36
12 Creative
Tripepi Smith’s creative professionals have worked with public and private clients on imagery, colors and graphic design in an array of projects. Our firm offers creative services that address not only traditional media such as print, websites, logo design and advertising but also non-traditional marketing services around email campaigns, social media, blogging, SEO, video production and more. This integrated approach to content development makes the process more efficient and more effective for clients.

Content x Distribution = IMPACT
Tripepi Smith was born in the digital era and brings significant technical skills to the table. Members of our team carry technical certifications in Hootsuite Social Media Marketing, Facebook Blueprint, Google Advertising, Google Analytics and Twitter Flight School, among others. We take digital platforms seriously and recognize how critical it is to not only develop great visuals and messaging, but to ensure the audiences we want to reach actually see that content. Without content distribution, there is no impact.
#11..
- 404 -
City of Modesto / Proposal: RFP #2324-36
13 Some of Our Clients
Tripepi Smith has been selected to work with approximately 200 local government agencies to help with their communications. We can provide you with contacts at any of these clients if desired and are confident you will find them to be quite happy with our services. Public agency clients we are actively supporting are bolded.

California City
Management
Foundation
City of Aliso Viejo
City of American Canyon
City of Azusa
City of Bellflower
City of Burlingame
City of Claremont
City of Coronado
(City of) Culver City
City of Cupertino
(City of) Daly City
City of Danville
City of Duarte
City of El Cerrito
City of Fountain Valley
City of Foster City
City of Fullerton
City of Gilroy
City of Grover Beach
City of Hawaiian
Gardens
City of Huntington
Beach
City of Indian Wells
City of Industry
City of Irvine
City of La Cañada
Flintridge
City of La Palma
City of La Puente
City of La Verne
City of Lake Forest
City of Laguna Hills
City of Laguna Niguel
City of Lancaster
City of Livermore
City of Lomita
City of Lynwood
City of Manhattan Beach
City of Manteca
City of Martinez
City of Millbrae
City of Morgan Hill
City of Murrieta
City of Napa
City of Norwalk
City of Orange
City of Orinda
City of Palm Desert
City of Palmdale
City of Paramount
City of Pismo Beach
City of Placentia
City of Pomona
City of Rancho Palos
Verdes
City of Rancho Mirage
City of Riverbank
City of Rolling Hills
Estates
City of Santa Ana
City of Santa Clarita
City of Santa Cruz
City of Santa Paula
City of Saratoga
City of Stanton
City of South Gate
City of Tracy
City of Vallejo
City of Vista
City of Walnut
(City of) Yuba City
Town of Windsor
County of Merced
County of Fresno
County of Sonoma
County of Santa Barbara
County of Kings
California Contract Cities
Association
CalChoice Energy CCA
California Joint Powers
Insurance Authority
Citrus Heights Water
District
Claremont McKenna
College
Costa Mesa Sanitary
District
El Toro Water District
Independent Cities
Association
Independent Cities
Finance Authority
Inland Empire Utilities
Agency
Institute for Local
Government
League of California
Cities
Municipal Management
Association of
Northern California
Municipal Management
Association of
Southern California
Orange County City
Manager Association
Orange County
Sanitation District
Palmdale Water District
Rowland Water District
San Gabriel Valley City
Managers’ Association
South Orange County
Wastewater Authority
#11..
- 405 -
City of Modesto / Proposal: RFP #2324-36
14 Team Tripepi Smith – Org Chart
#11..
- 406 -
City of Modesto / Proposal: RFP #2324-36
15 COST, SCHEDULE & DEADLINES
Per the City’s request, Tripepi Smith proposes a Time & Materials approach for this work to allow the City the flexibility to “ramp up” and “ramp down” efforts according to budget and priorities. Tripepi Smith staff will provide these services based on the hourly personnel rates listed below. However, some services, such as those identified in the Ongoing table on the next page may be suited for a monthly Retainer that allows the City to sustain communication efforts, with other elements, such as for graphic design, videography, digital advertising and photography being better suited for a Time & Materials (As-Needed) arrangement. 2023-24 Standard Hourly Rates
Title Hourly - Standard Hourly – Retainer
Principal $350 $295
Director $240 $215
Art/Creative Director $240 $215
Senior Business Analyst $190 $165
Business Analyst $130 $110
Junior Business Analyst $105 $90
Senior Videographer/Animator $190 $165
Senior Photographer $160 $135
Videographer/Photographer $120 $100
Senior Graphic Designer $175 $145
Graphic Designer $120 $100
Junior Graphic Designer $105 $90
Web Developer $195 $165
Drone Operator $195 $165
Council Chamber A/V Operator $105 $90
Billing
Time at Tripepi Smith is billed in 15-minute increments – i.e. we invoice our time in the following examples:

1.25, .75, 4 or 6.5 hours. Terms are net 30 days.
#11..
- 407 -
City of Modesto / Proposal: RFP #2324-36
16 Retainer Discount
When client monthly retainers exceed six-thousand-seven-hundred fifty dollars ($6,750) a month, they have access to our reduced Hourly – Retainer rates noted above. Otherwise, any ad hoc work done outside the scope of the Retainer would be at the Hourly – Standard rates.

Deliverable Quantity/Notes
Project Management Leverages Senior Business Analyst (SBA), Business Analyst (BA) and Junior Business Analysts (JBAs)
Conduct weekly client checkin calls, provide check-in call recap outlining action items
and deadlines, advise on
media relations and strategy
Max. of 60 minutes per call plus
Approx. 11 hours monthly
TOTAL TASK COST $2,390.00
Media Intelligence Services Leverages SBA, BA, JBA
Search news and social media
for key terms and issues
impacting the City
Includes weekly email digest & monthly analytics
Fixed Monthly Rate
TOTAL TASK COST $495.00
Metric & Analytic Reporting Leverages JBAs
Produce regular report on key
performance metrics for external
communication channels: social
media, email, media mentions,
etc.
1 report per month (PDF file)
Approx. 7 hours monthly JBA
TOTAL TASK COST $735.00
#11..
- 408 -
City of Modesto / Proposal: RFP #2324-36
17 Deliverable Quantity/Notes
Quarterly Communication
Strategy
Leverages JBA and BA with oversight from SBA
Quarterly meeting with Dept.
heads to plan next year of
communication opportunities
Keeping centralized “Content
Calendar” updated throughout
the year for staff’s reference
Max. of 2 hours per meeting
Leverages Google Sheets
Approx. 7 hours JBA
Approx. 5 hours BA
Approx. 3 hours SBA
$1,955.00
City Council Agenda
Scanning
Leverages JBA with
support from BA
Monitor agendas to flag
upcoming issues
Approx. 2 hours JBA
Approx. 1 hour BA
TOTAL TASK COST $305.00
TOTAL MONTHLY COST $5,880.00

Estimated Costs by Deliverable
Below are approximate costs for other deliverables requested in the City’s RFP, available on a Time & Materials (As-Needed) basis.

Scope Element Price Notes
Pop-Up Events ~$3,600.00 Assumes two (2) up to two (2) hour workshops; travel costs included
Virtual Forum ~$2,455.00 Assumes one (1) virtual discussion up to three (3) hours
Advertising Fees &
Configuration
~$1,265.00 Boosting up to five (5) posts at
$200 per post
Web Content Development ~$1,910.00 Up to nine (9) hours of content development and maintenance
support
Curation of Email
Campaign
~$850.00 Limited to two (2) drafts/enewsletter; Includes issuing one (1) email newsletter to an existing
email list; City to generate
newsletter content
#11..
- 409 -
City of Modesto / Proposal: RFP #2324-36
18 Creation of Email
Campaign
~$1,050.00 Limited to two (2) drafts/enewsletter; Tripepi Smith to generate newsletter content with
City staff providing imagery and
details
Press Release/News Article ~$770.00 One (1) press release; approx. 500 words
Social Media Posts ~$1,255.00 Development of up to five (5) social media posts; social media graphic
design included
Video Production ~$10,450.00 Inclusive of one full-day shoot, equipment fees, travel costs
Quarterly Photoshop ~$5,500.00 Inclusive of one (1) full-day shoot.

Media Intelligence Services $495.00 - $825.00 Inclusive of scope below Graphic Design Website Hero Image -
$190.00

Print/Digital Short Format
Quarterly Newsletter -
~$1,175.00

Print/Digital Banner -
~$995.00

Print/Digital Flyer -
~$850.00
Limited to three (3) drafts per item:
two (2) drafts, final
Other Costs
Because Tripepi Smith offers a broad set of services, we have some other related fees that may come up during our engagement that we want to tell you about.

Equipment Fees
Tripepi Smith offers some services that require equipment, such as drone operations and video production.

As such, in those cases, the following rates apply:

Title Half Day Full Day
Video Equipment $400 $600
Drone Equipment N/A $500
#11..
- 410 -
City of Modesto / Proposal: RFP #2324-36
19 $600 for a full day of video equipment use (includes full set of video equipment). Full day is defined as a shoot lasting four (4) or more hours.
$400 for a half day of video equipment use. Half day is defined as anything up to four hours of video production.

All such expenses will be authorized by the organization prior to fee being assessed. $500/day drone fee applies and is not inclusive of the drone operator time (Drone Operator rate).

Print & Advertising Fees
Title
Client Pays
Directly Client Reimburses TS
Print costs, digital promotion, media placement No Fees 10% Print Costs: Tripepi Smith is happy to use a printer of the client’s choosing for print production work, or to recommend a printer with whom we have experience. Tripepi Smith typically has the printer bill the client directly for work. Tripepi Smith makes no money on print services and has no economic interest in the selected print vendor other than ensuring quality and fair pricing for our clients. If Tripepi Smith is asked to pay the bill for the client, we will apply a 10% agency fee to the reimbursement expense.

Digital Advertising: Tripepi Smith is a Google Partner and Constant Contact Solution Provider and has Facebook Certified staff. We consider digital platforms to be a cornerstone element of any outreach strategy; often this comes with digital advertising fees. Tripepi Smith typically uses a client’s credit card to cover such fees, and those fees are impossible to estimate at this time without our firm being engaged in the work with the team. If a Tripepi Smith credit card is used to run the advertising campaign, then we will charge an additional 10% agency fee on all advertising charges to compensate for the administrative overhead.

Media Placement: Purchase fees for advertising media space is not included on Tripepi Smith advertising proposals. Usually, clients contract directly with media, but in the event Tripepi Smith covers these fees, then we will charge an additional 10% agency fee on all advertising charges to compensate for the administrative overhead.

PublicCEO — www.PublicCEO.com
Digital news about public affairs, reaching over 10,000 California government executives.

Civic Business Journal — www.CivicBusinessJournal.com
Digital interest stories about the people in local government.

FlashVote — www.FlashVote.com
Planning, implementing, measuring civic surveys.

TS Talent Solutions — www.TSTalentSolutions.com
Talent search services for local government and related agencies. #11..
- 411 -
City of Modesto / Proposal: RFP #2324-36
20 APPENDIX A: RESUMES
#11..
- 412 -
City of Modesto / Proposal: RFP #2324-36
21 JON BARILONE
TRIPEPI SMITH – PRINCIPAL 03/15 – PRESENT
● Provide key account project management, strategy and support for communication and marketing initiatives ● Develop content, direct staff and manage timely deliverables to ensure results for clients ● Mentor talent and provide innovative leadership on new marketing efforts and platforms CONNECTED LEARNING ALLIANCE – COMMUNITY MANAGER 09/11 – 03/15 ● Lead development and reporting of metrics for measuring growth of a distributed, international community ● Oversaw all aspects (programming, production, etc.) of webinar series that reached over 135 countries CORINTHIAN COLLEGES – SOCIAL MEDIA SPECIALIST 07/09 – 09/11 ● Grew and managed online communities that spanned three brands with over 30,000+ total members ● Developed brand sentiment scoring system to produce customized monthly reports for executives SEOP, INC. – DIRECTOR OF ONLINE REPUTATION MANAGEMENT 04/08 – 05/09 ● Spearheaded brand-new company service, turning it into a $200,000+ business within one year ● Improved client retention rates & decreased client attrition rates by enhancing company's own digital footprint

EDUCATION
CLAREMONT MCKENNA COLLEGE – CLAREMONT, CA
● Bachelor of Arts in English/Literature

PROFESSIONAL DEVELOPMENT
● CAPIO “Social Media Academy for Government Communicators” Workshop 03/19 ● Nextdoor for Public Agency Administrators Training 11/18 ● CAPIO “Back to Basics – for PIOs by PIOs” Workshop 10/16 ● UCI Extension Public Policy Making Academy II 05/16
● USC Executive Education Forum for Policy and Administration 11/15 ● Davenport Inst. for Public Engagement & Civic Leadership – Advanced Public Engagement for LocalGov 07/21 ● CAPIO Emergency Communications Academy 05/22

CERTIFICATIONS
● Siteimprove Academy: Digital Governance by Design 10/20 ● Google Ads Video 04/20
● Twitter Flight School Video 04/20
● UDEMY: The 2019 Complete SEO Course 08/19
● Google Academy for Ads: YouTube & Google My Business 04/19 ● Twitter Flight School 05/18
● Hootsuite Social Marketing 03/16
● Sprout Social Agency 04/21
#11..
- 413 -
City of Modesto / Proposal: RFP #2324-36
22 KAITLYN WU
TRIPEPI SMITH – SENIOR BUSINESS ANALYST 06/22 – PRESENT ● Serve as account manager across numerous clients overseeing strategy, budget and execution of communication initiatives ● Function as leader project manager ensuring timely completion of deliverables and upholding quality assurance processes ● Produce client newsletters, press releases, web content, articles and thought leadership pieces ● Conduct market research and offer strategic insights
ELSINORE VALLEY MUNICIPAL WATER DISTRICT – COMMUNITY AFFAIRS SPECIALIST 12/19 – 06/22 ● Wrote, edited and publish content for District publications including newsletters, eblasts, press releases, Water Quality Reports, articles and more – reaching 159,000 customers annually ● Partnered with subject matter experts to synthesize information and produce clear copy that increased public engagement with District programs
● Managed the District’s water education programs, engaging over 10,000 students each year through tours, career prep, teacher training, classroom presentations, field trips and contests ● Collaborated with leadership to assess District needs, create strategic communications goals and implement new programs CALIFORNIA BAPTIST UNIVERSITY – INTERNATIONAL ADMISSIONS SPECIALIST 05/16 – 12/19 ● Developed copy for webpages, eblasts and online applications, driving conversion of initial leads to applicants and enrolled students
● Oversaw the Visits and Events program for prospective international students, contributing to enrollment goals and building CBU’s global reputation
● Utilized Salesforce to increase efficiency, analyze data and provide quality customer service to prospective students CALIFORNIA BAPTIST UNIVERSITY – FOCUS COORDINATOR 12/14 – 12/15 ● Recruited and interviewed first-year orientation leaders ● Organized and implemented training programs, equipping student leaders in public speaking, teaching and academic advising ● Assisted in university retention efforts, serving as a liaison between staff and incoming students

EDUCATION
● Bachelor of Arts in Public Relations and Psychology – California Baptist University – Riverside, CA

CERTIFICATIONS
● Hootsuite Social Marketing 06/22
● J. Lindsey Wolf Certificate in Communications (CAPIO) 04/22

SOFTWARE
● Hootsuite
● Canva
● Google Suite ● Microsoft Office Suite
#11..
- 414 -
City of Modesto / Proposal: RFP #2324-36
23 PETER JOHNSON
TRIPEPI SMITH – BUSINESS ANALYST 06/23 – PRESENT
● Perform consistent communications and project management support ● Create and publish social media, e-newsletters, press releases and website content ● Develop communication strategies to execute client initiatives SAN LUIS OBISPO NEW TIMES – ASSISTANT EDITOR 09/18 – 06/23 ● Reported, wrote and published 3-4 articles per week about San Luis Obispo County public affairs ● Co-directed newspaper’s editorial coverage
● Managed and created engaging content for company social media accounts ● Edited and managed multiple staff and freelance writers SAN LUIS OBISPO NEW TIMES – STAFF WRITER 01/16 – 08/18
● Reported, wrote and published 3-4 articles per week about San Luis Obispo County public affairs ● Managed and created engaging content for company social media accounts STANFORD COMMUNICATION DEPARTMENT – RESEARCH ASSISTANT 06/14 – 09/16 ● Assisted Professor James T. Hamilton with his 2016 book, Democracy’s Detectives ● Researched chapter topics and produced in-depth memos ● Copy-edited and proofread manuscript and created index ● Planned 2015 journalism conference convening national expert panelists

EDUCATION
● Bachelor of Arts in Communication – Stanford University – Stanford, CA

PROFESSIONAL DEVELOPMENT
● UCI Public Policy Making Academy II 03/20
● CAPIO “Facebook and Instagram for Government” Workshop 12/19 ● League of California Cities Crisis Communications Workshop 05/17

CERTIFICATIONS
● Hootsuite Social Marketing 06/23

SOFTWARE
● Google Suite
● Adobe Creative Suite
● Constant Contact
● Hootsuite
● Canva
● Microsoft Office Suite
#11..
- 415 -
City of Modesto / Proposal: RFP #2324-36
24 MIA VALENZUELA
TRIPEPI SMITH – JUNIOR BUSINESS ANALYST 06/23 – PRESENT ● Conduct market research to provide client insights
● Manage social media and respond to public questions
● Write stories and press releases for the firm’s website and city clients BARNES AND NOBLE BOOKSTORE – BOOKSELLER 06/21 – 01/23
● Effectively multi-tasked and took initiative in fast-paced, client-facing role ● Attended to customer needs with compassion and a commitment to company’s service values ● Responded to telephone communications while balancing sales floor duties ● Fulfilled customer orders and inquires through Bookmaster software NINTH STREET HOOLIGANS A CAPPELLA – PRESIDENT 12/21 – 12/22 ● Coordinated rehearsal and event schedules for 15 members ● Efficiently communicated with team and external collaborates regarding event planning, performance preparation and budget needs according to deadlines
● Demonstrated follow-up and follow through when facilitating group’s participation in performances such as the SoCal A Cappella Music Festival to audience of 2500
● Organized annual off-campus community retreat with outside venue within allocated budget ● Created promotional content for Instagram using Canva and V photo and video editing services to advertise new member recruitment and performance events
SCRIPPS EATING DISORDER ALLIANCE – COMMUNICATIONS OFFICER 08/20 – 08/21 ● Researched eating disorder education, size inclusivity, mental and physical health related topics ● Generated promotional and educational social media content for Instagram using Canva

PROFESSIONAL DEVELOPMENT
● Scripps College Emerging Professionals Programs – 2023 Cohort

EDUCATION
● Pursuing Master of Business Administration – Drucker School of Management, Claremont Graduate University – Claremont, CA ● Bachelor of Arts, English, Concentration Creative Writing – Scripps College – Claremont, CA

CERTIFICATIONS
● Hootsuite Social Marketing 06/23
● Sprout Social 07/23

SOFTWARE
● Google Suite ● Microsoft Office ● Canva
#11..
- 416 -
RFP 2324-36 Public Relations and Marketing Services
City of Modesto
#11..
- 417 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Transmittal Letter
RFP 2324-36 Public Relations and Marketing Services Transmittal Letter CARE OF:

DeAnna Christensen, Director of Finance
City of Modesto
Re: Response to Request for Proposals (RFP) for Public Relations and Marketing Services.

I am writing on behalf of Serotonin Creative Consultancy to express our sincere interest in providing Public Relations and Marketing Services to the City of Modesto, as detailed in the RFP for the aforementioned project. We are excited about the opportunity to collaborate with the City and contribute to its ongoing success and growth. Serotonin Creative Consultancy has a proven track record of delivering exceptional marketing and public relations services to various organizations, including government agencies, businesses, and non-profit entities. Our commitment to excellence, creativity, and professionalism sets us apart, and we believe that these qualities align with the City of Modesto's goals and values.

OUR QUALIFICATIONS FOR THIS PROJECT INCLUDE:

Extensive Experience: We have successfully executed numerous marketing and public relations campaigns in various sectors, including government entities. Our experience in the field equips us to develop effective strategies and campaigns tailored to the City's unique needs and objectives.

Expert Team: Our dedicated project team consists of seasoned professionals with a deep understanding of the marketing and public relations landscape. We are confident in our ability to design and implement a comprehensive plan that will maximize the City's visibility and engagement with its community.

Proven Results: We have a strong history of delivering measurable results for our clients, including increased community engagement, improved brand recognition, and successful communication strategies. We are dedicated to achieving similar outcomes for the City of Modesto.

Innovative Approach: We are committed to staying at the forefront of industry trends, harnessing best practices, and embracing the latest tools and technologies to ensure that our marketing and public relations efforts remain cutting-edge and effective. We Acknowledge and agree to be bound by the representations in this proposal during the term of the agreement. This proposal is valid for a period of 90 days. Enclosed, please find our proposal in response to the RFP for Public Relations and Marketing Services. We are excited about the potential collaboration and look forward to the opportunity to contribute to the City's growth and success.

Sincerely,
Casey Hogue
Founder & Executive Creative Director (Principal-in-Charge) #11..
- 418 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Requirements Outline
RFP 2324-36 Public Relations and Marketing Services Table of Contents Transmittal Letter/Cover Letter
Project Understanding and Approach
1A: Statement of Understanding
1B: Our Approach
1C: Staffing Model
1D: Anticipated Supporting Roles & Estimated Hours Ranges by Role Qualifications of Consultant Staff and Sub-consultant Staff 2A: Key Staff Qualifications
Experience of Firm
3A: About Serotonin Creative Consultancy
3A: Company Overview
3C: What Makes Serotonin Different
3D: Summary of Qualifications & Compatibility
3E: Project Management & Account Stewardship
3F: Services & Capabilities Overview (with NAICS Codes) 3G: Client Roster
3H: Portfolio Case Studies
3I: Client References
Cost, Schedule & Deadlines
4A: Project Scope with Budget Estimate
4B: Proposed Timeline
#11..
- 419 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Cover Letter Cover Letter
#11..
- 420 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Serotonin Creative Consultancy, a locally rooted creative firm dedicated to enhancing social and environmental impact, is thrilled to present a proposal for the opportunity to support the City of Modesto in its PR and Marketing efforts to engage with the community.

Two years ago, I made a career-changing decision to leave my role as the Creative Director at E&J Gallo Winery. This decision led to the founding of Serotonin Creative Consultancy, with our primary goal being to focus on building and promoting purpose-driven brands and organizations in both the public and private sectors. Since then, we've had the privilege of collaborating with businesses, thought leaders, content creators, government agencies, non-profits, and NGOs of all sizes.

Our mission has been to assist them in effectively conveying their narratives, connecting with their target audiences, and building enduring relationships. Our portfolio includes projects with organizations like the Modesto Children's Museum, Stanislaus 2030, BEAM Circular, and the City of Modesto, all of which are committed to creating transformative impact in the Central Valley.

Our Serotonin team, which includes Maggie Thill (Lead Strategist), Jo Fitzgibbon (Creative Director), and Anna Bornstein (Project Manager), all of whom I collaborated with on national marketing campaigns during my time at Gallo, is fully dedicated to helping public and private sector organizations establish strong brand foundations. We achieve this by strategically crafting engaging marketing campaigns through storytelling and design, ultimately forging lasting connections with their audiences.

With this opportunity, we aim to continue this work with the City of Modesto, specifically focusing on community building, storytelling, and amplifying the City's efforts in a positive light to enhance recruitment, economic development, and citizen engagement.

I am confident that my team and I are exceptionally qualified to support these goals and objectives for the city. We officially accept the terms and conditions of this RFP, have received all amendments and/or addenda, as well as the Standard Agreement for Professional Services, and we thank you for considering our proposal.

Sincerely,
Casey Hogue
Founder & Executive Creative Director (Principal-in-Charge) Serotonin Creative Consultancy
309 Griswold Ave, Modesto, CA 95350
510.697.5626
[email protected]
RFP 2324-36 Public Relations and Marketing Services Cover Letter Cover Letter
#11..
- 421 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Project Understanding and Approach Project Understanding
and Approach
#11..
- 422 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
As residents and fans of the City of Modesto, we look forward to supporting in-house staff in promoting the City’s recruitment, economic development, and citizen engagement. Many among our team transplanted here from other parts of the country and state. Others grew up locally. Even our extended team has become invested in the City through our shared experiences.

1. Proven Process. Our process starts with you and your audiences. Your extended marketing team should be easy to work with, focused on your needs, and obsessed with driving results. Learn more on “The Serotonin Creative Consultancy Approach” page right after this one.

2. Nimble, Needs-Based Staffing. We’ve built our consultancy specifically to be nimble. We’re able to surge and flex to bring in specialized talent tailored to specific needs. We will adhere to the City’s processes and standards for Key Staff, our employees and contractors, and any Subcontractors that may be warranted for specialized services. Find out more on the “Staffing Approach” page in this section.

3. Seasoned Marketing Pros. Our Core Team (Key Staff) team offers a depth of experience in the kinds of Advertising, Marketing Consulting, Reporting, and Graphic Design as described in your Scope of Work. Our more specialized experience includes recruitment and corporate relocation among other public and private sector skill sets that will help achieve the City’s goals. We’ve also worked with government clients at the local and national level.

4. Access to Best Practices. One of the benefits of extending your in-house team with external Consultants is access to our collective knowledge of best practices, whether that’s how the City shows up on social media or how to fix a nagging website code issue that just won’t go away.

Statement of Understanding
RFP 2324-36 Public Relations and Marketing Services Project Understanding and Approach #11..
- 423 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
The Serotonin Creative Consultancy Approach
RFP 2324-36 Public Relations and Marketing Services Project Understanding and Approach We take a holistic, integrated approach to each engagement. Each phase of the process builds on the previous to ensure we know what success looks like, drive efficiency and consistency, and that messages and how we deliver them hold meaning for the City of Modesto’s audiences.

1. Kick Off & Discovery. Conduct a Kick-Off meeting to better understand “the brief.” Onboard client contacts to our tools and processes and vice versa. Immerse ourselves in all documentation and resources provided by our new client. Identify reference brands and projects to inform planning and deliverables. (2-4 weeks, some concurrent with early Branding Workshops)

2. Brand Workshop Series. Conducted over 3-6 workshops varied based on findings during Discovery. (4-8 weeks, some may be concurrent with Discovery)
Anticipated Deliverables Specific to this RFP: Revised/expanded Brand Standards (building on August 2023, as needed); Revisit approx. annually for any optimizations needed

3. Content Engine Development. Consists of marketing objective(s), strategies, success measures, channel strategies, content marketing pillars, content production guidance for priority channels, and balance of the 2024 calendar.

Anticipated Deliverables Specific to this RFP (Year 1): 2024 Comms Plan (update from January 2023 version as needed), Community Engagement Plan (audit and update November 2021 document if needed)., 2024 Editorial Calendar

4. Quarterly Content Planning Cycle. Tactical plan by comms for a three-month period including editorial calendar development, creative brief development, content production (monthly delivery plus 1-3 ad hoc needs), publication, and set speakers bureau and event priorities.

Anticipated Deliverables Specific to this RFP (Year 1): Quarterly Plan, Content Briefs

5. Ongoing Prioritization & Delivery. Meet monthly to confirm planned activities and adjust priorities as needed. Deliver agreed-upon assets and activations while meeting deadlines and within budget.

Anticipated Deliverables Specific to this RFP: All other deliverables during previous steps, including as-needed support as defined during planning.

6. Actionable Insights. Conduct our Brandpoints workshop to review all planned, executed, and potential touchpoints as well as progress toward project objectives at the six-month mark.

Conduct ongoing project reviews on a quarterly basis (typically). #11..
- 424 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Staffing Model
RFP 2324-36 Public Relations and Marketing Services Project Understanding and Approach Serotonin Creative Consultancy seeks to cast the right talent for every engagement and evolves it in accordance with the ongoing needs of our clients. We initially partner with clients via deep Core Team (Key Staff/Key Personnel) involvement throughout the process.

Senior leadership remains actively involved in assembling, managing, and refining the extended team to ensure resourcing continually aligns with the objectives and phase of each assignment. The initial Support Team and any Sub-Consultants will be finalized in alignment with contract terms with roles recast as needed to achieve the objectives of the ongoing work.

Casey Hogue, Founder & Executive Creative Director
Jo Fitzgibbon
Creative Director
Anna Bornstein
Senior Project Manager
Maggie Thill
Lead Strategist
Graphic Designer(s) Content/Advertising
Manager(s) Copywriter(s)
Public Relations
Manager/Specialist
Web Design Copy Editor Analyst/Coordinator
Photographer(s)
Videographer(s)
Editor(s) and/or
Motion Designer(s)
Sub-Consultants Specialized services (ex: bilingual “transcreative” translation firm) to be defined #11..
- 425 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Anticipated Supporting Roles &
Estimated Hours Ranges by Role
RFP 2324-36 Public Relations and Marketing Services Project Understanding and Approach Based on the RFP and Addendum responses, we project the following functions and staffing levels.

We will build and communicate the final team following the award and kick-off. Supporting roles may also be fulfilled by increased Core Team hours when enhanced senior leadership oversight is required during onboarding and key strategy and planning phases (onboarding, annual planning). The number of hours is dependent on the final budget awarded and the execution plan as part of the agreement.

Sub-contractors may also be added on a task basis. All support teams and sub-consultants will adhere to contract terms and budget.

Function/Role Typical Monthly Hours Range
(During Active Content Engine Phase) Core Team Lead(s)
Core Team/Senior Leadership
Oversight
20-60 hours Discovery through Strategic Planning;
20-30 hours during Execution phases All
Content Strategy & Planning 5-10 hours Maggie Thill
Public Relations
Manager/Specialist 10-30 hours Maggie Thill
Graphic Designer(s) 15-30 hours Casey Hogue, Jo
Fitzgibbon
Copywriting/Proofreading / Copy
Editing (English & Spanish) 10-30 hours Maggie Thill
Video Editing 0-20 hours (depending on Content Engine
deliverables)
Casey Hogue, Jo
Fitzgibbon
Project Management Support 10-40 hours Anna Bornstein
Billing Rate
Serotonin bills at a blended hourly rate of $150/hour including a volume discount for a contract of this scope, complexity, and duration. Individual role hourly rates range from $40-$200/hour before discount depending on seniority and specialization.
#11..
- 426 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Qualifications of Consultant Staff and Sub-consultant Staff Qualifications of Consultant
Staff and Sub-consultant Staff
#11..
- 427 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Key Staff Qualifications
RFP 2324-36 Public Relations and Marketing Services
Casey Hogue
Founder, Executive Director
Casey founded Serotonin Creative
Consultancy backed by more than two
decades of experience breathing life into
brands that aim to make a difference. His
mission: to help purpose-driven organizations
forge deep and lasting connections with their
audience through the power of creative
strategy, storytelling, and design.

Casey thrives on bringing together diverse
teams to create something new and
engaging. He cultivates a company culture
that nurtures creativity, innovation, and a
deep sense of purpose.

With a hyper-focused eye on the big picture,
Casey never loses sight of the small details
that can make all the difference. His work is
always strategically informed and
laser-targeted toward solving challenges and
delivering results that are both effective and
impactful.

Anna Bornstein
Sr. Project Manager
Anna’s love for designing urban spaces was
sparked at a young age when she fearlessly
explored downtown Bellingham, Washington,
on the city bus instead of heading to
orchestra practice.

This bold move opened her eyes to the
vibrant energy of city life and ignited a
passion within her that still burns brightly
today.

Her extensive background in account
management for global brands and master’s
degree in Urban Planning uniquely qualify
Anna to tackle the complex challenges facing
modern cities. She’s got a keen eye for detail
and a special affinity for activating
underutilized spaces like alleyways – turning
them into dynamic hubs of activity.

Qualifications of Consultant Staff and Sub-consultant Staff #11..
- 428 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Key Staff Qualifications (Cont.)
RFP 2324-36 Public Relations and Marketing Services
Maggie Thill
Lead Strategist
Maggie delivers decades of high-impact
marketing and public relations strategy,
planning, and execution experience -- all
deeply rooted in objectives and insights.

She melds an in-depth understanding of
marketing and communications with
hands-on experience spanning many sectors.

Count on her to help set the course and to
see it through to delivery and measurement.

In addition to working with Stanislaus County
public and private institutions, she previously
led co-branded marketing for the U.S.

Government Printing Office with FedEx Office
known as GPOExpress. In her previous home
state, she also managed vendor
communications for a multi-year contract
with one of the nation’s largest independent
school districts and multiple local and
statewide health education initiatives.

Jo Fitzgibbon
Creative Director
Jo's extensive creative background
encompasses a diverse range of touchpoints,
from broadcast commercials to social media
campaigns. Her skill set is comprehensive,
covering content strategy, creative leadership,
campaign development, and new brand
development.

Jo's approach to personalized marketing
ensures crafting tailored experiences for both
brands and consumers. Her creative strategy
is the compass guiding her projects to
success, always with a focus on enhancing
performance, and process and fostering
collaborative efforts. Her track record serves
as both a testament to her skills and a story
of consistently delivering creative excellence
and tangible, real-world results.

Qualifications of Consultant Staff and Sub-consultant Staff #11..
- 429 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Experience of Firm
RFP 2324-36 Public Relations and Marketing Services Experience of Firm #11.. - 430 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Serotonin is a Creative Brand-Building,
Content Creation, and Social & Environmental
Impact Consultancy.

We build and amplify the impact of purpose-driven
brands and organizations in the public and private sectors. #11..
- 431 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Serotonin Creative Consultancy consists of a team of branding and marketing experts. We bring together our skills, experience, and creativity to collaborate with our clients to solve marketing and communication challenges through the lens of marketing strategy and our client’s intended audiences. Our solutions drive results and a positive social and/or environmental impact.

Our team consists of talented strategists, art directors, designers, writers, photographers, videographers, and producers. Our shared mission is to develop cutting-edge strategies and content for some of the world's most influential and innovative brands.

We empower forward-thinking brands, and organizations to create their best and most effective communication which creates meaningful and lasting connections with their audience.

SOME KEY FACTS ABOUT SEROTONIN CREATIVE CONSULTANCY:
● Founded in 2021
● SMB Certification ID: 2027946
● Website: https://www.serotonincreative.com/
● Our Key Staff will include four (4) Core Team members: Executive Creative Director, Project Manager, Lead Strategist, and Creative Director.
● Our total team consists of 11 lead contributors plus an extensive network of high-caliber creative contractors as well as a roster of potential Sub-Consultants for more specialized skills. Specific assignments will be based on deliverables and timelines to ensure the right match.

Company Overview
RFP 2324-36 Public Relations and Marketing Services Experience of Firm #11..
- 432 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Our clients tell us we stand apart from other marketing and communication partners because of our approach and process as much as our expertise. We’re data and audience-driven. We also customize and continually refine our processes to make marketing easier on internal teams while also helping every budget dollar work harder.

SOME OF THE WAYS WE STAND OUT AMONG MARKETING FIRMS:

1. Rooted Here. All Core Team members currently or previously lived in Modesto or surrounding cities. Many of our individual contributors and sub-consultants also call the Central Valley home.

2. Deep Local Knowledge. We currently work with several impact-driven organizations and have worked on culturally impactful projects that drive our understanding of current affairs, challenges, and opportunities within Modesto and Stanislaus County. This positions us as a conduit for community connection and collaboration.

3. Dedicated to Community Impact. We focus exclusively on projects that drive positive impact. So much so that we’re in the process of becoming a certified B-Corp. Spreading the word about City services, driving recruitment, supporting economic development, and fostering citizen engagement fits squarely within our wheelhouse.

4. Empowering Forward-Thinking Brands. We bring the expertise, mindset, and best practice know-how to help forward-thinking clients craft effective, meaningful communications that create lasting connections.

5. Impact Storytelling. We’re uniquely skilled at helping organizations and initiatives of all kinds build frameworks and communications that evolve out of authentic purpose. We will help fundamentally refocus your efforts on results that matter most to your audiences and your team.

What Makes Serotonin Different
RFP 2324-36 Public Relations and Marketing Services Experience of Firm #11..
- 433 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Serotonin Creative Consultancy is exceptionally well-suited to collaborate on Public Relations and Marketing Services for the City of Modesto (RFP 2324-36.) This proposal will demonstrate that the Scope of Work falls well within our expertise and perfectly aligns with our mission. ● Proven Track Record. See the included select client list, case studies, and references for a sampling of clients from the region and beyond for whom we’ve delivered measurable results – consistently on time and on budget.
● Experience Across All Scope Elements. The Core Team provides a combined 70 years of experience across branding, design, messaging, advertising, public relations, social media, web development, and many other marketing disciplines. We’ve also managed marketing and communications in complex, highly matrixed, and regulatory-rich spaces. ● Onboarding Process. Our onboarding will provide in-house Staff an orientation to our proven process and an opportunity to tailor our approach to the City’s specific needs. We’ll also help you understand the road ahead as clearly as the well-marked, freshly paved lanes and bike traffic along Briggsmore (Thanks, Measure L!).
● Client-Friendly Methodology. We’ve developed an extensive methodology for building brands and plans. Our Brand Workshop series yields clear objectives, sets success metrics, defines audiences, drives messaging, and fills in any gaps in visual and verbal identity. Our content planning process builds on the Brand Guidelines with long-term (annual) planning and short-term (quarterly/monthly) editorial calendar and creative delivery cycles.
● Scaleable & Flexible Staffing. Our flexible model enables us to responsively resource from our network of experts at all levels. We cultivate a culture of diversity and inclusion reflective of our communities. Members of the Core Team will select supplementary team members from our network based on plan development to ensure we staff with the most appropriate talent to achieve contract success measures.
● Additional Expertise. We may selectively engage Sub-consultants for specialized services. For example, “transcreation” – or adapting marketing to other cultures beyond translating words on a page – warrants sub-contracting to a team of culturally fluent native speakers by language. Any Sub-consultants would be sourced in accordance with contract terms.

Summary of Qualifications & Compatibility
RFP 2324-36 Public Relations and Marketing Services Experience of Firm #11..
- 434 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Project Management & Account Stewardship
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Serotonin Creative Consultancy will provide ongoing project management and ongoing relationship stewardship throughout the course of this engagement. This consists of internal project management and external client communication, leading project status calls, participation in highlights and hindsight meetings, developing and maintaining ongoing project plans, and managing production schedules.

If the client’s information security and IT guidelines allow, we invite clients to collaborate with us on key technology platforms listed earlier in this document. This typically includes Google Drive Folders, Slack channel(s), and our Monday.com project management tracker.

The Project Manager works closely with the Core and Support Teams and in-house staff.

PROJECT MANAGEMENT ACTIVITIES INCLUDE:
● Communication
● Prioritization Lists
● Milestone Scheduling
● Deliveries
● Feedback
● Asset Management
We also use technology to streamline and manage workflows. Some of our most frequently used systems include:
● Project Management: Monday.com
● Collaboration: Google Workspace apps, Mural, Slack, TypeForm, Teams, and Zoom among others ● Content & Creative Management: Adobe Creative Cloud, Canva, Constant Contact, Figma, Hubspot, Mailchimp, Squarespace, Wix, Wordpress, and more. ● Social Media: Khoros, Emplifi, and Sprout Social, as well as social media platform backends. #11..
- 435 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Services and Capabilities Overview
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Branding
Brand Guidelines
Visual Identity
Logo Development
Color Theory
Typography
Voice & Tone
Digital/Physical Collateral
Strategy
Market Research
Competitive Analysis
Audience Personas
Brand/Market Positioning
Product Architecture
Facilitation
Analytics and Optimization
Content
Graphic Design
Copywriting
Social Media
Web Design
Blog Content
Photography
Videography
NAICS codes
516210 Social network sites, Internet
541921 Photography services, portrait (e.g., still, video) 541922 Photography studios, commercial
541910 Marketing Research and Public Opinion Polling
541810 Advertising agency consulting services
541850 Advertising services, indoor or outdoor display
541860 Direct mail advertising services
541430 Graphic design services
541511 Web (i.e., Internet) page design services, custom 711510 Writers of advertising copy, independent
813312 Environmental advocacy organizations
813319 Social change advocacy organizations
Public Sector/Government Projects
Creative Services for National, State, County, and City Organizations.

EIN: 87-0889044
Modesto Chamber of Commerce Member
Certified: CA Green Business
SMB Certification ID: 2027946
D-U-N-S number: 095319983
Media & Events
Advertising
Public Relations
Speakers Bureau
Event Planning
Paid Social
#11..
- 436 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Client Roster
RFP 2324-36 Public Relations and Marketing Services Experience of Firm A sampling of clients we serve in Stanislaus County and beyond that require many of the same qualifications and capabilities included in the RFP. All represent either current clients or recently completed 2023 campaigns.
#11..
- 437 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Project: Creative Development & Marketing (June 2023 - Present) Overview: Modesto Children’s Museum is a brand new attraction to the city of Modesto aiming to serve as a beacon of curiosity, adventure, and child-centered learning.

Brandpoints®:
● Opening Launch Strategy
● Social Media Content
● Public Relations Support
● CRM Content
● Photography
● Videography
#11..
- 438 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Project: 2023 Creative Consultancy of Record (January 2023 - Present) Overview: BEAM Circular is working to transform organic waste and byproducts from the food and agriculture system — such as orchard trimmings, nut shells, food scraps, and livestock waste— into everything from building materials, renewable energy, industrial chemicals to consumer goods.

Brandpoints®:
● Brand Guidelines
● Brand Strategy
● Logo Design
● Printed/Digital Collateral
● Website
Brand Guidelines
Website
NSF Grant Accelerator
#11..
- 439 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Experience of Firm Project: Camp2Home Docuseries (November 2022 - Present) Overview: Camp2Home is the City of Modesto’s initiative supporting homelessness throughout the region consisting of high-level collaboration between 5 disparate teams including: Outreach, Shelter, Job Training, Employment, and Housing.

Brandpoints®:
● 11 Short-Form Videos
● 1 Long-form Documentary
● Social Media Content
Docuseries: Click to view
Click to view the work live on the City’s Website >
#11..
- 440 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Experience of Firm References
Focus on Prevention
Creative Strategy, Marketing,
& Communications Partner:
(July 2023 to Present)
Brand guidelines development, growth strategies,
business. Monthly prioritization of marketing needs
including email marketing consulting, social media,
content creation, and website maintenance
Kate Trompetter: Founder and CEO
[email protected]
209.918.4415
Stanislaus 2030
Creative Strategy, Marketing,
& Communications Partner:

Ongoing (August 2023 to Present)
Monthly prioritization of marketing needs including
email marketing consulting, social media, content
creation, and website maintenance including
launching a new blog and subscription center.

Amanda Hughes: Executive Director
[email protected]
313.720.7681
Modesto Children's Museum
Creative Strategy, Marketing,
& Communications Partner:

Ongoing (July 2023 - Present)
Launch strategies, content creation, social media, and
web support. Photography and videography.

Chelsie Webster: CEO
[email protected]
419.565.2175
BEAM Circular
Creative Strategy, Marketing,
& Communications Partner:

Ongoing (January 2023 to Present)
Brand guidelines development, growth strategies,
business collateral, content creation, interactive
website, and social media support. Photography
and videography.

Karen Warner: Founder/CEO
[email protected]
209.402.0041
Clients in the region for which Serotonin Creative Consultancy has delivered similar services – on-budget and on-time – in 2023. We do not disclose budget amounts without express permission from clients, but we invite the City to discuss spend levels with these references to the extent they are comfortable doing so.
#11..
- 441 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Cost, Schedule &
Deadlines
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadline #11.. - 442 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Proposed Cost
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadlines The below estimate reflects our best assessment of cost breakdown based on available, preliminary information in the RFP. We commit not to exceed the final price commitment agreed upon in the contract and budget allocation process.

We will work with the City to adjust priorities, the number and scope of specific deliverables and assets, and/or other scope elements to align total cost with the allocated budget. Due to the as-needed nature of this project, the monthly mix will vary based on planning and ongoing prioritization conversations.

YEAR 1 & 2 BUDGET: Not to Exceed $280,000/yr
The following staff time and expense estimates may need to be refined during contracting or the course of the engagement in order to ensure the City’s resourcing needs are met on an ongoing basis. The monthly allocation may further be refined based on the start date. ● Staff Time Estimate: $234,000-$260,000 (Not to exceed 130-145 personnel hours per month at $150/hour).
○ Serotonin bills at a blended hourly rate of $150/hour including a volume discount for a contract of this scope, complexity, and duration.
○ Our blended rate offers simplicity, predictability, and savings versus hourly rates for comparable roles that would range from $40-$200/hour depending on seniority and specialization.
● Expense Estimate: $20,000-$46,000. Includes:
○ Social media and news media monitoring and analytics software licenses for Consultants ○ Sub-consultant(s) for specialized services, such as bilingual creative consultation and transcreation (translation plus cultural adaptation to Spanish ongoing and periodically for other languages, if needed)
○ Mileage, supplies, shipping, and other out-of-pocket expenses required to complete tasks in line with the Scope of Work and in accordance with local, state, and federal laws (e.g. IRS mileage rate)
○ Incremental advertising or collateral production expenses not covered by existing advertising allocation, if needed to achieve engagement objectives
Excludes: Separate paid media budget or other expenses covered elsewhere in the City’s budget The details and costs associated with this proposal are valid for 90 days from the document date. #11..
- 443 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Estimated Budget by Activity
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadlines We estimate the average level of investment per Scope of Work Activity category may look something like the following:

ADVERTISING
● Estimated Average Share of Budget: 60%-70% (not including separate media budget) ● Staffed By: Key Staff (Core Team) plus representation from the relevant functions such as Strategy, Project Management, Content / Advertising Management, Copywriting/Editing, Art Direction/Graphic Design, Motion Design, Photography / Videography, and Video / Audio Editing, Social Media Management

REPORTING & CONSULTATION
● Estimated Average Share of Budget: 20%-30% (typically a higher percentage the first 90 days) ● Staffed By: Key Staff (Core Team) plus representation from relevant functions such as Strategy, Content / Advertising Management, Design, Analytics, Social Media Management

GRAPHIC DESIGN
● Estimated Average Share of Budget: 10%-20%
● Staffed By: Key Staff Creative Directors plus representation from Design and Production and supported by cross-functional partners versed in channel best practices The above represents our best estimate for this type of as-needed assignment where priorities and work performed will vary month-to-month. We will work with the City to refine hours and expense allocations during the upfront strategic planning and review of City foundational marketing documents identified for potential updates.

We will then assign and scale resources within the not-to-exceed budget based on monthly and multi-month priorities. For example, we might embark on additional storytelling video documentary short films building on the Camp2Home series. That priority would then be resourced and allocated over time to reserve necessary hours and expenses.
#11..
- 444 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Level of Effort Samples
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadlines We can’t predict the level of effort required for as-needed tasks without additional discussion to define the brief. However, we often find it helpful to provide examples of how different levels of complexity and production value impact time investment. Level of effort are examples only with specific tasks to be determined during planning by brief.

Our planning process including objectives and measurement as well as Monthly Prioritization Meetings and regular status check-ins will define the appropriate level of effort by task. We also apply our knowledge of continually evolving best practices for social media and other digital platforms to ensure audiences receive the City’s messages in the formats and ways they expect.

VIDEO PRODUCTION | 3 - 50 HOURS
● Low: Short-form (5-7 second) social video using existing imagery, template and/or graphics or consulting on an Instagram Live.
● Medium: Mid-length (30-60 second) video with moderate post-production such as color grading and editing. Includes mid-level pre and post-production and limited or curated content capture. ● High: Mini documentary-style (3-7 minutes) using original videography and audio, multiple locations and interviews, 1-2 days shooting, higher post-production including robust editing, motion, and other graphics (Ex: Camp2Home individual videos, MoChiMu launch day video). ● Very High: High-production, long-form video (10-30 minutes) requiring heavy logistics management, multiple shoot locations and days (3-5+), script, and/or significant editing and graphics.

Post-production of clips from the string outs will be prioritized and resourced as needed for tasks.

May occur in conjunction with photography with additional staffing, pre-production, and post-production.

PHOTOSHOOT | 5 - 30 HOURS
● Low: Staff quick capture using high-end smartphones such as for event photography. Light post-production such as for social media or reports. Yields about 1-4 images (often field edited for quick publication).
● Medium: Half to full-day with professional photographer and lighting (as needed) at one location.

Delivery of contact sheet. Typically yields 10-30 final images. ● High: Multi-day and/or multi-location shoot
Post-production of images from the contact sheet will be prioritized and resourced as needed for tasks.

May occur in conjunction with videography with additional staffing, pre-production, and post-production. #11..
- 445 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Level of Effort Samples (Continued)
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadlines PHOTO EDITING | 2 - 20 HOURS
● Low: Minimal editing such as color correction, cropping, resizing, or adding text over the image. ● Medium: Moderate editing and/or resizing for multiple formats such as cropping and exporting the image to specs for a transit ad, newspaper ad, flyer, Facebook Cover, and Nextdoor post. ● High: Compositing multiple images into one finished image, significant retouching (removing reflections, replacing items), editing a large number of images, and/or other time-intensive edits.

GRAPHIC DESIGN | 3 - 60 HOURS
● Low: Minimal editing such as color correction, cropping, resizing, or adding text over the image. ● Medium: Adding new deliverables using an existing layout, such as developing a poster on a previously designed flyer cover design.
● High: Developing and delivering multiple design concepts for a launch, narrowing and refining them, documenting related guidelines, and preparing multiple deliverables as part of content planning and execution.

COPYWRITING | 2 - 30 HOURS
● Low: Short line of copy such as for a social media post or email subject line. (<20 words). ● Medium: Basic blog post, press release, video script, or article using sufficient existing source material and subject matter information to not require significant research (<600 words). ● High: Deliverables including in-depth research, interviews, or concept development such as Voice & Tone development, long-form written content (e.g. white paper, speech, original article), and typically of greater length, depth, or specialization (601-1,800 words).

Estimated hours range encompasses primary contributors to the deliverable in the function described as well as supporting and Key Staff. For example, Copywriting tasks typically also involve Project Management at a minimum. It may also include oversight by additional Key Staff and/or collaboration from peers in other functions. This is particularly true with foundational elements such as Brand Guide development as well as with Advertising deliverables that meld written and visual communication. #11..
- 446 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
Preliminary Year 1 Schedule
RFP 2324-36 Public Relations and Marketing Services Cost, Schedule & Deadlines Q1 2024 Q2 2024 Q3 2024 Q4 2024
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Immersion & Onboarding (Meetings with key in-house staff, deep dive into documents and processes) Kick-Off & Discovery
Marketing Infrastructure | Things We Do to Get Everything Else Done Meetings
& Syncs
Oversight,
PM, Admin
Kick-Off Meeting
Timing and level of effort are estimated based on current information. Both are subject to evolve based on Monthly Marketing Meeting prioritization and unknowns.
1st Monthly Priority Meeting | Identify interim as-needed tasks to work concurrently with strategic and remainder-of-year tactical planning (See Marketing Infrastructure below for ongoing meetings) Branding Workshop Series | Brand Standards update
Brand Fundamentals Refinement & Expansion
Interim support for near-term tasks concurrent with ramp-up and planning. (Reporting beyond advisory capacity to initiate in next phase.) Content Engine Development | 2H 2023 Comms Plan
Ongoing Support
Quarterly Planning
2024 Comms Plan
Production
Planned
Ad Hoc
Reporting
Consultation
*Bar sizes indicate expected relative level of effort compared to monthly hours. #11..
- 447 -
Proprietary, Confidential, and Privileged Information
©2023 Serotonin Creative Consultancy
RFP 2324-36 Public Relations and Marketing Services Thank You Casey Hogue
510.697.5626
[email protected]
serotonincreative.com
Thank you for your consideration.
#11..
- 448 -

CITY OF MODESTO

COUNCIL AGENDA REPORT
DATE OF MEETING:

February 27, 2024
Date: February 7, 2024
TO: Mayor and City Council
THROUGH: Joseph P. Lopez, City Manager
FROM: Toby Wells, Director of Engineering Services / City Engineer SUBJECT: Amended and Restated Memorandum of Agreement with Stanislaus County for the Design of the 7th Street Bridge Replacement Project CONTACT: Toby Wells, Director of Engineering Services / City Engineer [email protected], 209-571-5542
DESCRIPTION:

Consider approving the Amended and Restated Memorandum of Agreement for the Preliminary Engineering including Final Design Phase of the 7th Street Bridge Project with Stanislaus County increasing the City’s share by $161,732, for a new total amount of $865,510. (Funding Source: Streets Capital Facility Fees and Water Fund)
STRATEGIC PLAN ELEMENT:

The recommended action is consistent with the City Council’s 2020-2025 Strategic Plan, Goal D Ensure Safe, Efficient, and Reliable Infrastructure.

BACKGROUND:

The Stanislaus County Department of Public Works (County), in cooperation with the City of Modesto (City), the California Department of Transportation (Caltrans), and the Federal Highway Administration (FHWA) have undertaken a project to replace the historic 7th Street Bridge over the Tuolumne River. The bridge replacement project will correct structural and hydraulic deficiencies, increase the capacity of the 7th Street corridor, and improve safety for vehicles, bicycles, and pedestrians.

The historic 7th Street Bridge over the Tuolumne River was built in 1916 by Stanislaus County and consists of a series of “canticrete” type trusses supported on reinforced concrete piers and abutments all founded on concrete or timber piling. The entire bridge span is approximately 1,170 feet in length and the Average Daily Traffic (ADT) volume is approximately 15,700 vehicles per day.

The bridge is the lowest rated bridge within the eight counties in Caltrans District 10 and has a Sufficiency Rating of 2, on a scale of 1 to 100. Although the bridge is currently considered structurally sound, there is significant spalling, advanced signs of alkali silica reaction, exposed #12..
- 449 -
City Council, February 27, 2024
Amended and Restated Memorandum of Agreement with Stanislaus County for the Design of the 7th Street Bridge Replacement Project

Page 2 of 3 ends

Modesto City CouncilFebruary 27, 2024

Modesto City Council
February 27, 2024