Proposal for Crisis Communications Services (RFP # 26-826) Submitted To:
Levy Sun Director of Communications and Public Affairs Submitted by:
July 29, 2025
Cover Letter/Introduction The Merino Group (TMG) 6737 Bright Ave., Ste 208 Whittier, CA 90601 July 29, 2025 City of Norwalk Attn: Levy Sun 12700 Norwalk Blvd. Norwalk, CA 90650 Dear Mr. Sun, On behalf of The Merino Group (TMG), I am pleased to submit this proposal to continue serving the City of Norwalk as a strategic communications partner. With nearly five years of deep engagement on the City’s most complex and sensitive issues, TMG brings proven experience, bilingual capability, and unmatched responsiveness rooted in our commitment to public service and local impact. Our team has supported the City of Norwalk across multiple fronts—homelessness, public safety, immigration visibility, and pandemic response—with trusted counsel and tactical excellence. From the citywide moratorium letter that earned strong, widespread community support to our ongoing bilingual media presence and crisis response expertise, we have demonstrated consistent value aligned with the City's priorities. This work is led directly by me as principal, ensuring continuity, accountability, and local understanding—not delegated to a distant or unfamiliar team.
TMG is proud to maintain its office in Whittier, nearby where we remain fully accessible to the City of Norwalk and its leadership. We are not utilizing subcontractors on this engagement. I am the authorized representative for this proposal and can be reached directly using the contact information below. Furthermore, this proposal shall remain valid and binding for a period of not less than 120 calendar days from the deadline for submission of proposals. Thank you for the opportunity to continue supporting the City of Norwalk with strategic communications services grounded in trust, integrity, and performance. We look forward to the next chapter of this partnership. Sincerely, Moises Merino President/CEO, The Merino Group Email: [email protected] Phone: (213) 634-8900 Executive Summary At The Merino Group, we transform high-stakes public challenges into strategic opportunities, protecting our clients’ reputations while strengthening institutional resilience. Our team fuses crisis management expertise with cultural fluency, strategic persuasion, and insight into community sentiment to control narratives and minimize risk in real time. Whether advancing the interests of public institutions or safeguarding mission-driven organizations, we don’t just manage crises—we shape perception, rebuild trust, and empower clients to lead with clarity, credibility, and confidence. As the trusted crisis and communications partner for the City of Norwalk, The Merino Group delivers a comprehensive, bilingual strategy grounded in local knowledge and public safety expertise. We provide 24/7 readiness, real-time sentiment tracking, and targeted engagement across traditional and digital platforms. Our approach integrates message discipline with emotional intelligence to ensure every response resonates—across language, culture, and channel. With unmatched familiarity in managing sensitive civic flashpoints, we remain a sharp, agile extension of our clients’ internal teams, always serving and protecting their interests.
Scope of Work / Methodology The Merino Group will provide a full spectrum of crisis communications services designed to meet the City of Norwalk's needs with precision, flexibility, and cultural fluency. We will offer 24/7 rapid response readiness, development of holding statements, FAQs, and talking points, strategic social media messaging, and bilingual public communications that resonate with diverse audiences. We will closely coordinate with the City’s Communications and Public Safety departments and attend weekly meetings to maintain alignment and awareness. Our team will deliver first drafts within 1–2 hours of confirmation and leverages industry-standard tools, including media monitoring and social listening, to track public sentiment and respond proactively. Our services to the City of Norwalk will include media engagement and outreach, misinformation tracking and response, and strategic guidance during litigation or other sensitive public matters. We will also provide direct media coaching and briefings to city leaders, helping them prepare for high-visibility interactions with press or public. In addition, TMG will support the City’s internal preparedness with pre-crisis planning and tabletop exercises. We will implement public outreach programs and help communicate City-led initiatives such as development projects, environmental mandates, and infrastructure improvements. After major incidents, we will compile and deliver timely summaries of all media contacts and coverage. Finally, we will help maintain and elevate the City's Public Safety initiatives through consistent messaging, emotional intelligence, and community-centered storytelling. Our aim is to serve as a seamless, strategic extension of Norwalk’s internal team—always responsive, always aligned.
Firm Background & Qualifications For nearly five years, The Merino Group has served as a trusted strategic communications partner to the City of Norwalk. Since our initial engagement in 2020, we have guided the City through seven consecutive contract renewals. Under Amendment No. 7, TMG was authorized to provide services through June 30, 2025, at a flat retainer of $127,680. We have led messaging and engagement around Norwalk’s homelessness policies, the Saddleback Hotel/Project HomeKey issue, immigration visibility, SB 1383 implementation, and the City’s Public Safety branding. Our bilingual public outreach efforts include monthly content for Norwalk NOW and the Business Bulletin, press engagement, media training, and success story development. One of the strongest examples of impact was the 2024 resident letter about the City’s homelessness moratorium. TMG countered state and county pressure with a disciplined, empathetic campaign that resulted in strong, widespread community support. All work is led by Moises Merino, President/CEO, with strategic support from Vice President Raul Riesgo. Our team is fully bilingual and deeply experienced in crisis communications at the municipal level.
References Yvonne Connolly Executive Director, Uptown Whittier Improvement Association Phone: (562) 228-5705 Email: [email protected] Dates of Engagement: Ongoing since 2024 Work: Strategic communications and stakeholder outreach supporting district identity, safety, and beautification initiatives. Marcel Rodarte Executive Director, California Contract Cities Association Phone: (562) 222-8135 Email: [email protected] Dates of Engagement: September 2024 – July 2025 Work: Public affairs and member engagement strategy including regional positioning and outreach to elected officials. Brian Miller Police Captain, City of La Habra Police Department Phone: (562) 383-4302 Email: [email protected] Dates of Engagement: 2022 – 2024 Work: Public safety messaging, policy communications, and media coordination.
Municipal Clients (Last 5 Years) • City of Norwalk • City of La Habra • City of Huntington Park • Uptown Whittier Improvement Association (quasi-governmental) • California Contract Cities Association Fee Schedule (Exhibit B) The Merino Group proposes a monthly retainer of $6,000 with a maximum project cost not to exceed $100,000. Monthly retainer covers strategic counsel, planning, day-to-day communications support, message development, media relations, and ongoing coordination with city staff. It ensures consistent, proactive communications guidance throughout the engagement period. The following additional services fall outside the scope of the monthly retainer and will be billed separately at the hourly rate below, based on the nature and urgency of the request: • Litigation Communications • Crisis Media Management • Rapid Response Support • Special Research Projects (as assigned by the City Administration) Title / Role Hourly Rate President/CEO / Principal Strategist $200/hour Vice President / Senior Strategist $175/hour Staff / Research, Writing & Creative Support $100/hour ADD: Attachment B & C • Attachment B: Insurance Requirements Acknowledgement • Attachment C: Certificate of Non-Collusion --- **End of Proposal**
31 ATTACHMENT B: INSURANCE ACKNOWLEDGEMENTS
ACKNOWLEDGMENT OF INSURANCE REQUIREMENTS AND CERTIFICATION OF
ABILITY TO PROVIDE COVERAGES SPECIFIED
I, ________________________________ ____________ , the ________________________ (President; Secretary; Owner or Representative)
of , certify that the
Insurance Requirements set forth in the solicitation have been read and understood that our insurance company(ies)
(Name(s) of insurance company(ies))
is/are able to provide the coverages specified
Signature of President, Secretary, Partner, Owner of
Representative
Date