Redondo Beach City Council
February 14, 2023

Administrative
Report
N.5., File # 22-4818 Meeting Date: 10/18/2022
To: MAYOR AND CITY COUNCIL
From: ELIZABETH HAUSE, ASSISTANT TO THE CITY MANAGER
TITLE

DISCUSSION AND POSSIBLE ACTION REGARDING THE FACILITATION OF A CITY

REBRANDING EFFORT

EXECUTIVE SUMMARY
City Council requested staff identify resources needed to facilitate a rebranding effort for the City.

Staff has identified a range of solutions that would effectuate a rebrand of Redondo Beach and is seeking direction from Council.

BACKGROUND
As part of the strategic planning process, Council requested that staff return with a report identifying resources needed to facilitate a rebranding effort for the City. Rebranding entails changing the corporate image of an organization, usually with the goal of revitalizing a logo or slogan by making it more modern or relevant to residents and visitors. Staff has identified two possible solutions the City Council could pursue to rebrand Redondo Beach. Below is a summary of the process used to develop the City’s current brand/logo and a description of the two options to initiate a new rebranding effort.

Current Redondo Beach Logo
In 2001, the City undertook a rebranding effort that developed the City’s current logo - a tricolor interpretive design displaying the sun and ocean, a sailboat and the pier. The process included a small advisory committee comprised of City staff working collaboratively with the selected design firm - Hunt Design Associates - to create and then refine several possible logos and image options. The three final images were then presented to the Visitors Bureau Marketing Committee (now the Chamber of Commerce) and the Recreation and Parks Commission. One logo was favored and was presented to Council - this image was adopted as the City’s new logo on November 13, 2001.

Subsequently, a Graphics Standards Manual was developed for the implementation of the new logo in all City correspondences and a plan was developed for the gradual replacement of signage Citywide (see attached).

In 2005, a Redondo Beach consortium consisting of the City and Chamber of Commerce & Visitors Bureau determined further brand development would strengthen Redondo Beach’s appeal as an attractive visitor destination. In 2010, a tourism-oriented logo was launched for the Chamber of Commerce and a new signature tagline was incorporated into the existing City logo - “More to Sea.”

663
N.5., File # 22-4818 Meeting Date: 10/18/2022
Rebranding Solutions
There are two types of rebranding methods the City could pursue:

Option 1: Engage the services of a design firm to develop a new City logo/slogan Option 2: Engage the services of a rebranding firm to reposition the City’s image as a whole With Option 1, the City would select a design firm to study the City’s history, culture and trajectory to create a new logo and/or slogan for the City. This process may include interviewing community stakeholders or targeted surveying. The design firm would help define Redondo Beach’s identity through graphics and would work with staff and identified stakeholders to refine designs to be brought to Council for consideration. This option would accelerate the rebranding effort and lower the cost, with logo and slogan options being presented to City Council within 3-4 months of consultant selection and a cost ranging from $50,000-$70,000.

Option 2 would see the City selecting a firm specializing in repositioning organizations, an effort that goes beyond just creating a new logo or brand. Repositioning delves into a months-long civic process consisting of community workshops, community surveys, an advisory or working group, and a deep dive into where Redondo Beach stands in relation to other municipalities and government entities. This process is not strictly about capturing Redondo Beach’s image - it focuses on redefining it through community participation and input. Deliverables would include new logo and/or slogan options as voted upon by the community, but would also include a strategy to ensure the new image is marketed comprehensively and utilized to solve specific problems identified during the process. This type of rebranding effort would evolve over the course of 6-12 months and is expected to cost $200,000-$350,000.

The cost for replacing signs throughout the City would need to be considered as a separate item following completion of either rebranding effort.

To assist with the City Council’s decision, staff has been in contact with a number of design and rebranding firms. Below are questions that were recommended by these firms for consideration prior to deciding on the City’s level of rebranding:
· What problem is the City trying to solve?
· What has changed that requires the City to rebrand?
· Does the City just need a logo refresh or are there deeper concerns related to the City’s image?
· If Option 2 is pursued, is the City prepared to commit the time and funds to the effort? For Council’s use, attached is the positioning deck presented to Council when the Redondo Beach Tourism District chose their logo - this is an example of an Option 1 work product. Also attached is an example of a Request for Proposals for an Option 2 rebranding process. Staff is seeking Council direction on how to proceed with the City’s rebranding effort.

COORDINATION

664
N.5., File # 22-4818 Meeting Date: 10/18/2022
The City Manager’s Office coordinated with the IT Department in preparing this report.

FISCAL IMPACT
The cost of a rebranding effort ranges from $50,000 - $350,000, depending on the selected rebranding process. There is no specific funding appropriated in the budget for this work.

APPROVED BY:

Mike Witzansky, City Manager

ATTACHMENTS
Graphics Standards Manual
Option 1 Example: RBTD Positioning Deck
Option 2 Example: RFP for Rebranding Services - DPR

665
G r a p h i c s S t a n d a r d s M a n u a l
U p d a t e d N o v e m b e r 2 0 1 0
(Replaces April 2002 Original)
666
brandStrata / November 2010 Update
C o n t e n t s
D i g i t a l F i l e I n d e x
L o g o A p p l i c a t i o n s
B a s i c I d e n t i t y S t a n d a r d s
Introduction_________________________ 1
System overview_ ___________________ 2
Official Typefaces____________________ 3
Correct Logo Usage__________________ 4
Incorrect Logo Use___________________ 5
Full-Color Palette____________________ 6
2-Color Palette_ _____________________ 7
1-Color Blue Palette__________________ 8
Black & White Palette________________ 9
Official Letterhead__________________ 10
Envelopes & Mailing Labels__________ 11
Business Cards______________________ 12
Photo Application_ _________________ 13
Promotional Product Applications____ 14
Digital File Formats_________________ X1
Primary Use Logo Index_____________X2
Limited Use Logo Index_ ____________X3
1 2
3 667
City Logo NEW Tagline Signature Chamber Logo Chamber and Tourism use ONLY brandStrata / November 2010 Update 1
In 2002, the Mayor and City Council directed that
a comprehensive program be established to create
a new visual identity for the City. The City logo
symbolizes the essence of the natural and historic
aspects of Redondo Beach and the identity program
was designed to unify the image of the City and help
convey it to local residents, visitors and people from
around the world.

In 2005, a Redondo Beach consortium consisting of
the City, Round Table, and Chamber of Commerce
& Visitors Bureau determined further brand
development would strengthen Redondo Beach as
an attractive and competitive visitor destination. The
new tourism identity was launched in 2010 and new
signature tagline incorporated into the existing City
identity.

This Graphics Standards Manual was developed
to ensure that the identity program is applied
consistently in all communications, including
stationery, business cards, publications, printed
and electronic forms, advertising, signage, vehicle
identification, exhibits, promotional materials,
websites, video and presentations.

Thank you for your cooperation.

Bill Workman
City Manager
I n t r o d u c t i o n
668
Stacked Tagline Signature Vertical Layouts ONLY
Linear Tagline Signature Official City Logo
Alternate Linear Tagline Signature Narrow Horizontal
Layouts, Signage & with Chamber Logo ONLY
Tagline Wordmarks Product Applications ONLY
City Seal Offical City Documents ONLY
City Symbol Product Applications ONLY
Tagline Wordmark Alternate Tagline Wordmark
City Symbol Tagline Symbol Signature
brandStrata / November 2010 Update 2
S y s t e m o v e r v i e w
Effective immediately, the City Logo
must include the More To SeaSM Tagline
on any newly developed or re-orders of
exisiting materials.

Linear Tagline Signatures
The Linear Tagline Signature is the official City Logo
and must be used on all applications unless it does
not fit within the allocated space.

The City Symbol size is smaller in the Alternate
Linear Tagline Signature. This configuration is only
used with narrow horizontal layouts, on City Signage
and in conjunction with the new Chamber Logo.

Stacked Tagline Signature
Use only with vertical layouts that prevent the use of
either Linear Signature.

City Symbol
Use only on product applications (page 14) where
design flexibility is required. Must include one of the Tagline Wordmarks within the total design.

Tagline Wordmarks
Use only on product applications (page 14) where
design flexibility is required. Must include the City
Symbol within the total design.

Official City Seal
The City Seal is an authenticating mark that is
used only on official City documents such as
Proclamations and Commendations of the City
Council, City Ordinances and Resolutions.

Digital File Formats
Each logo is available as a .EPS, .JPG or .PNG
digital file. See page X1 to determine which
format you should use.

Color Configurations
Each logo is available in Full-Color (shown here
and page 6), 2-Color (page 7), Gradient 1-Color
and Flat 1-Color (pages 8-9).
669
A BCDEFGHI J K LMNOPQ R STU V W X Y Z; : ’”,. ? !( )
ab cdefghijklmnopqr stu vw x y z0123456789
Frutiger 57 Condensed
ABCDEFGHIJKLMNOPQRSTUV WXYZ ; : ’”,.? !()
a b cd e fg hij klm n o p q r s t uv w x y z 0123 45678 9 Frutiger 67 Bold Condensed
ABCDE FGH IJKLMNOPQRSTUVW X Y Z ; : ’”, .?! ( )
ab cdefgh i jk lmnopq r stuvw x y z0123456789
Frutiger 75 Black
ABCDEFGHI JK LMNOPQR STUVW X Y Z;:’”,. ? ! ( )
abcde fghijklmnopq r s tu v w x y z 0123 45678 9
Frutiger 56 Italic
brandStrata / November 2010 Update 3
Off i c i a l T y p e f a c e s
The easy to read Frutiger family of type styles has
been selected for use with the new visual identity
program. Select one of these fonts whenever
possible when designing publications or applications
that include the new signature. Shown to the left are
the four most commonly used styles in the family.

Listed below is the complete approved Frutiger
Family.

Frutiger Family
45 Light
46 Light Italic
47 Light Condensed
55 Roman
56 Italic
57 Condensed
65 Bold
66 Bold Italic
75 Black
77 Black Italic
77 Black Condensed
87 Extra Black Condensed
95 Ultra Black
670
Minimum Clear Space
Minimum Size
.35”
1 2
3 4
5 brandStrata / November 2010 Update4
C o r r e c t Log o U s age
Signature Configurations
The Linear and Stacked Signatures are comprised of
five graphic elements: the City Symbol (
aSun, bPier
and
cWater), dRedondo Beach Wordmark and
eMore To SeaSM Tagline. These configurations should
be appropriate for most applications.

Use only the digital files provided with this guide.

Do not alter or add any element, change the
proportions, attempt to re-create the marks or
develop new configurations.

When any signature is reduced or enlarged, it must
be treated as one unit and all elements enlarged or
reduced proportionately.

Clear Space
To preserve the integrity of the Redondo Beach
Brand and maintain legibility of the marks, the
surrounding area must be clear of any graphics,
type, patterns and photographic elements. The
minimum space is equivalent to the height of the
“H” in the Redondo Beach wordmark.

Minimum Size
The marks may be enlarged to whatever size that is
practical and necessary, however, the height of the
symbol in any configuration should not be smaller
than .35”H when reduced. Enlarge or remove the
SM symbol when the size or application (such as
embroidery) impedes its readability.
671
DO NOT Condense or Stretch DO NOT Rotate
DO NOT Change Colors DO NOT Change Elements
DO NOT Change Proportions DO NOT Add Special Effects
DO NOT Use Over Busy Backgrounds DO NOT Add Borders
More To Sea
brandStrata / November 2010 Update 5

I N C O R R E C T L O G O U S E
The integrity of the Redondo Beach Brand Identity
depends upon the appropriate and accurate
use of the marks. Common incorrect uses and
interpretations are shown here.

Distortion
Most improper use is accidental. Distortion of a
placed mark in a layout is the most common error.

Make sure to maintain the original proportions when
reducing or enlarging.

Special Effects
There are many configurations of the marks to
accommodate the most common applications.

DO NOT add elements or special effects such as
outlines, glow effects or drop shadows.

Alterations
It is important to maintain the integrity of the marks.

DO NOT attempt to re-create, delete or replace
any element of the Symbol or Signature Marks.

Any alteration of the individual elements, their size,
proportion or color distribution is prohibited.
672
brandStrata / November 2010 Update 6
F u l l - C o l o r P a l e t t e
Signature Colors
Three colors (aRedondo Beach Blue, bRedondo
Beach Red and cRedondo Beach Yellow),have
been designated to express the unique qualities of
Redondo Beach. The appropriate and consistent use
of these Signature Colors promotes Redondo Beach
brand recognition and recall.

Colors reproduce differently on different materials,
so the formulas for various applications have been
provided. Use the correct formula for the material
and reproduction method chosen.

DO NOT substitute color specifications.

DO NOT replace or add new colors.
3 1
2 Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
Redondo Beach Red
Coated: 200 C
Uncoated: 200 U
Coated CMYK: 3 / 100 / 66 / 12
Uncoated CMYK: 3 / 88 / 62 / 10
HTML: B71234
RGB: 183 / 18 / 52
Redondo Beach Yellow
Coated: 136 C
Uncoated: 122 U
Coated CMYK: 0 / 28 / 87 / 0
Uncoated CMYK: 0 / 22 / 93 / 0
HTML: FFBC3D
RGB: 255 / 188 / 61
1 2
3 DO NOT use the colors shown in this guide as a visual matching standard.

Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. 673
brandStrata / November 2010 Update 7
2 - C o l o r P a l e t t e
2-Color Application
In two color applications, the Signature appears in
the primary identity colors Redondo Beach Blue and
Redondo Beach Red.

Do not use any other two colors.
20%
3 1
2 Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
Redondo Beach Red
Coated: 200 C
Uncoated: 200 U
Coated CMYK: 3 / 100 / 66 / 12
Uncoated CMYK: 3 / 88 / 62 / 10
HTML: B71234
RGB: 183 / 18 / 52
1 2
3 Gray Paper Stock
White Paper Stock
DO NOT use the colors shown in this guide as a visual matching standard.

Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. 674
brandStrata / November 2010 Update 8
1 - C o l o r B l u e P a l e t t e
1-Color Gradient Blue Logo
In 1-Color applications, the Signature is either
Redondo Beach Blue, as shown here, or Black
(shown on page 9).

Flat 1-Color Blue Logo
The 1-Color Signature (using 20% blue for the Sun)
is always preferred. When manufacturer limitations
prevent the use of screen percentages, it is
acceptable to use the Flat 1-Color Signatures.

Do not use any other colors.
2 1
20%
Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
1 2
Flat 1-Color Art / Blue
Flat 1-Color Art / Blue Background
DO NOT use the colors shown in this guide as a visual matching standard.

Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. 675
brandStrata / November 2010 Update 9
1-Color Grayscale Logo
In 1-Color black and white applications such as
newspapers, the Signature is converted to shades of
gray, as shown.

It may be used on any screen of black, textured,
illustrative, or photographic background that is light
enough to provide sufficient contrast for clarity and
legibility.

When selecting paper stock, White, Light Gray, Light
Blue and Light Yellow are preferred.

Flat 1-Color Black Logo
On black and white applications, the 1-Color
Signature (using shades of gray in the Symbol) is
always preferred. When manufacturer limitations
prevent the use of screen percentages, it is
acceptable to use the Flat 1-Color Signatures.

Grayscale Art / Black Background
Yellow Paper Stock
Blue Paper Stock
Gray Paper Stock
Flat 1-Color Art / Black
Grayscale Art
Flat 1-Color Art / Black Background
B l a c k & W h i t e P a l e t t e
2 1
4 3
25%
35%
Black
Coated: Process Black C
Uncoated: Process Black U
Coated CMYK: 0 / 0 / 0 / 100
Uncoated CMYK: 0 / 0 / 0 / 100
HTML: 1E1E1E
RGB: 30 / 30 / 30
1 4 White
2 3
676
Office of the City Manager 415 Diamond Street, P.O. Box 270 Redondo Beach, California 90277-0270
www.redondo.org
tel 310 372-1171
fax 310 379-9268
October 31, 2010
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
Dear Laurie,
The letter format is an integral part of the letterhead and should always be considered in the design process.

This is an example of a typical business letter, typed in a contemporary format.

First establish your document preferences. Set the margin of the top edge of the page at 2.625”. This positions the letter to fit neatly within a typical fold and address block to fit within a standard window envelope. Set your left margin at 1.125” to align with the edge of the red rule. Set your right margin at 1”. The signature typeface for all letter correspondence is Times. 10pt. size with 12pt. line spacing. Flush left and ragged right.

Start the letter with the date, spelled out, at the top of the page, followed by two line spaces. Then the addressee block, followed by three line spaces. There should be one blank space between paragraphs and the paragraphs are not indented in this format. Do not use hyphens in the body of your letter.

Recommended salutation is “Dear John” (first name only), to convey a sense of cordiality when your correspondent’s name is known; or in instances where you are unsure of your familiarity, it is acceptable to add their last name “Dear John Doe”. Generally, the closing of the letter should be polite and formal. Unless the letter is personal in nature, closings ranging from “Regards” to “Best Wishes” should be avoided. Closing is followed by three line spaces for a handwritten signature.

Sincerely or Respectfully,
Maggie Healy
Acting Director, Recreation & Community Services
MH
CC: Rene Negron
Encl: Any enclosure other than the letter itself.
brandStrata / November 2010 Update 10
Off i c i a l L e t t e r h e a d
This design shown is the official Redondo Beach
letterhead. The Full-Color Linear Signature and red
rule is used, with all other typography printed in
black. Also shown here is the preferred flush left
typing format for all letters.

1.125” .437”
1”
.475”
.74” 1.5”

2.625”
Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Address / Phone
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
677
brandStrata / November 2010 Update 11
Envelopes
The designs shown are the official Redondo Beach
envelopes. The Full-Color Linear Signature and red
rule is used on a standard #10 envelope with all
other typography printed in black.

The 1-Color Linear Signature is used on standard
window envelopes with the horizontal rule in 40%
Redondo Beach Blue and all other typography
printed at 100% strength.

Mailing Labels
The design shown is the official Redondo Beach
mailing label. The 1-Color Linear Signature is used
with the horizontal rule in 40% Redondo Beach Blue
and all other typography printed at 100% strength.

Label size shown is 5.5”W x 4.25”H.
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
E n v e l o p e s & M a i l i n g L a b e l s
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
.25”
.18”
.74”

2.375”

2.375”
.25” 5”
.25” .25”

2.75” .5”
.18” .18”
.74” .74”
.25” .25”
Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Division / Address
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
678
brandStrata / November 2010 Update 12
B u s i n e s s C a r d s
Business Cards for City Employees
This design shown is the official Redondo Beach
business card. The Full-Color Linear Signature and
red rule is used, with all other typography printed in
black. Standard size shown is 3.5”Wx 2”H.

Under no circumstances can any additional
information, be added to the front of the business
card. Additional information should be printed in
black on the back of the card. engineering & building services 415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277
www.redondo.org
tel 310 318-0661 / 1+2345
fax 310 374-4828
[email protected]
rosalee Wood
Analyst
.2”
.2” .2”
.35”
.7”
.61”
Name / Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Title / Address / Website / Phone / eMail
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
679
brandStrata / November 2010 Update 13

P H O T O A P P L I C A T I O N
The Redondo Beach Signatures can appear on
photographic backgrounds, but good contrast is
required between the Signature and the background.

Choose backgrounds that accentuate the logo.
680
brandStrata / November 2010 Update 14
P r o m o t i o n a l P r o d u c t A p p l i c a t i o n s The identity standards can be more broadly
interpreted to create unique, marketable designs for
promotional and retail products. Shown here are
sample applications of how the marks could be used
in a typical product assortment.

White, dark blue, silver, light blue and light gray are appropriate for use as product background colors.

Do not use red as a dominant color. Red should
only be only be used as minor graphic accent.

The City must approve all designs
before production.
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brandStrata / November 2010 Update X1
All digital files shown in this guide were originally
created using Adobe Illustrator software, version
CS4. Each logo configuration has been provided in
EPS, JPG and PNG formats because they produce the
best results with most anticipated applications.

Digital files are generally described as either
“vector” or “raster” and are used for different
reproduction methods.

Vector files are precise digital images created in
a professional creative software program such as
Adobe Illustrator. These files can be reduced or
enlarged to any size without losing sharpness or
compromising reproduction quality.

Raster Files are digital images created or captured
in a professional creative software program such
as Adobe Photoshop or exported from Adobe
Illustrator. Reproduction quality is compromised
when these files are enlarged.

EPS (Encapsulated PostScript)
EPS is a vector file format that is preferred for
professional manufacturing including offset and
digital printing, promotional products and signage.

EPS files can be only be manipulated in Adobe
Illustrator but can be placed in most print
manufacturers’ industry-specific software programs.

When using EPS files with Adobe InDesign layouts,
placed files do not have a sharp appearance, but
will reproduce accurately. EPS files that are copied
directly from Adobe Illustrator and pasted into
InDesign will maintain their sharpness and enable
accurate viewing when designing the layout.

JPEG (Joint Photographic Experts Group)
JPEG is a raster file format that is preferred for onscreen applications such as the web.

JPEG compresses the original file size by selectively
discarding data. Typical web-quality file resolution
is 72dpi (dots per inch), which is considered lowresolution and edges will appear fuzzy when printed.

JPEG files can be used in print applications but highresolution 300dpi print-quality files are required.

PNG (Portable Networks Graphic)
A raster file format that provides great sharpness
and detail with vector images that are placed in
office software applications but often produces a
larger document file size than a JPEG.

PDF (Portable Document Format)
A universal format most often used for reviewing
and distributing files because it allows accurate
display and output of fonts, images and graphics
without having to access the software programs
used to create the original files.

Note that PDF files can also be placed into InDesign
and (some) office software programs and reproduce
accurately.

Creative Software .EPS .JPG .PNG .PDF
Adobe Illustrator •
Adobe InDesign •
Adobe Photoshop •
Office Software .EPS .JPG .PNG .PDF
Microsoft Word •
Microsoft PowerPoint •
Microsoft Excel •
Microsoft Publisher •
• Recommended Acceptable Alternative Note: Microsoft requires RGB D i g i t a l F i l e F o r m a t s
682
RBcity_taglineLogo_stacked_FullColor RBcity_taglineLogo_stacked_1Color_Blue RBcity_taglineLogo_stacked_1Color_Black RBcity_taglineLogo_Linear_FullColor
RBcity_taglineLogo_Linear_Alt_FullColor
RBcity_taglineLogo_Linear_1Color_Blue
RBcity_taglineLogo_Linear_Alt_1Color_Blue
RBcity_taglineLogo_Linear_1Color_Black
RBcity_taglineLogo_Linear_Alt_1Color_Black
RBcity_taglineLogo_stacked_2Color
RBcity_taglineLogo_Linear_2Color
RBcity_taglineLogo_Linear_Alt_2Color
RBcity_taglineLogo_stacked_FlatColor_Blue RBcity_taglineLogo_stacked_FlatColor_Black RBcity_taglineLogo_Linear_FlatColor_Blue
RBcity_taglineLogo_Linear_Alt_FlatColor_Blue
RBcity_taglineLogo_Linear_FlatColor_Black
RBcity_taglineLogo_Linear_ALt_FlatColor_Black
Stacked Tagline Signature Vertical Layouts ONLY
Linear Tagline Signature Official City Logo
Alternate Linear Tagline Signature Narrow Horizontal Layouts, Signage & with Chamber Logo ONLY brandStrata / November 2010 Update X2
P r i m a r y U s e L o g o I n d e x
Digital File Format Usage
• EPS: Print vendors and creative software programs.
• JPG: Web developers.
• PNG: Office software programs (for sharpest results).

Color Usage
• Full-Color: Most print applications.
• 2-Color, Gradient 1-Color and Flat 1-Color: Use only on applications with specific color limitations such as products and newspapers.

PMS 2746 C / Reflex Blue U Black
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 136 C / 122 U
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U Black
25% Black
683
RBcity_Wordmark_2Color
RBcity_Wordmark_Alt_2Color
RBcity_Wordmark_1Color_Blue
RBcity_Wordmark_Alt_1Color_Blue
RBcity_Wordmark_1Color_Black
RBcity_Wordmark_Alt_1Color_Black
RBcity_Symbol_FlatColor_Blue RBcity_Symbol_FlatColor_Black RBcity_taglineWordmark_2Color
RBcity_taglineWordmark_Alt_2Color
RBcity_taglineSymbol_2Color
RBcity_taglineWordmark_1Color_Blue
RBcity_taglineWordmark_Alt_1Color_Blue
RBcity_taglineWordmark_1Color_Black
RBcity_taglineWordmark_Alt_1Color_Black
RBcity_taglineSymbol_FlatColor_Blue RBcity_taglineSymbol_FlatColor_Black RBcity_Symbol_2Color
RBcity_tagline_Blue
RBcity_tagline_Alt_Black
RBcity_tagline_Black
RBcity_tagline_Alt_Blue
RBcity_taglineSymbol_1Color_Blue RBcity_taglineSymbol_1Color_Black RBcity_Symbol_1Color_Blue RBcity_Symbol_1Color_Black
RBcity_taglineSymbol_FullColor
RBcity_Symbol_FullColor
Tagline Wordmarks Product Applications ONLY
Tagline Graphic Product Applications ONLY
City Symbol Product Applications ONLY
brandStrata / November 2010 Update X3
L i m i t e d U s e L o g o I n d e x
PMS 2746 C / Reflex Blue U Black
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 136 C / 122 U
Digital File Format Usage
• EPS: Print vendors and creative software programs.
• JPG: Web developers.
• PNG: Office software programs (for sharpest results).

Color Usage
• Full-Color: Most print applications.
• 2-Color, 1-Color and Flat Color: Only on applications with specified color limitations such as products and newspapers.

The logos on this page are ONLY for product
design applications (page 14), where the
City Symbol, Tagline Wordmarks and Tagline
Graphic are used seperately within the layout
for optimum product appeal.

PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U Black
25% Black
684
Redondo Beach Travel & Tourism
Communication Platform | April 15th, 2019
685
Redondo Beach is one of the few places along the California coast where you feel most like yourself, and comfortable in your surroundings, as it does not impose its will, nor ask you to be anything other than who you are. On one level, it hasn’t changed much over the years, -it is still the place it always was- a quintessential Southern California beach town with a rich surf culture and profoundly intimate relationship to the sea. On another level, it has changed, in all the right places, for all the right reasons, without calling attention to itself. Perhaps it’s this endearing quality that makes the town so special, the preservation of its soul, over an extended period of time, while so many other towns have lost their way. 686

PREFACE
The Redondo Beach Tourism Communication Platform is inspired by a compilation of thoughts, observations, and reflections based on engaging conversations with a wide variety of Redondo Beach locals, artists and stakeholders. These formal, one on one, sit down interviews- as well as spontaneous bike path, esplanade, surfer dudes, mothers pushing strollers, locals at the bar encounters, included:
• John Van Hamersveld, legendary artist, creator of the iconic Endless Summer movie poster • Allen Sanford, local restaurateur and founder of Beach Life Festival • George Loren, founder of R10/social house
• Sophia Cooper, RB resident and the voice of a younger generation • Kieth Sanchez and Jeremy Douglas, Sea Level regulars
• Shelly Anderson, Campus guest on business from Missouri (Beyond Meats, El Segundo) Several highly informed marketing and hospitality executives that comprise a portion of the Tourism Board, including Rebecca Elder, Michael Murray, Jenna Ritter, Stacey Rivera, Ashley Tiner, Kasi Iacono, Duane Rohrbaugh and Melissa Marcus.

And lastly, members of the PSM senior leadership team, who have lived, worked and immersed themselves in all Redondo has to offer over the last 30 years. 687

SEQUENCE
Marketing Objectives
Stakeholder Interviews
Brand Pillars
Positioning
Moodboard / Color Pallet
Logo
Typography
Cvent Ads
Beach Life Music Festival
Creative Concept/Video
688
689

1. To create a compelling identity for Redondo Beach, one that honors its soul and authentic sense of self, yet elevates it at the same time, which is a reflection of how the story unfolds, where we focus the attention, and how we share the experience. While we intend to pay homage to its past, and embrace its wonderful beach town/surf culture, which helped shape the very identity of Southern California as we know it, our approach will also infuse new life, new energy into Redondo Beach.

2. To recognize that some of the very same attributes that distinguish Redondo Beach, or reflect elements of singularity, are also the ones that hold it back.

3. To recognize that establishing a compelling sense of place, while appealing to a more affluent demographic is the highest priority, with the intent to increase direct bookings, increase room rates, lengthen leisure stays, attract more business travelers to the beach core and more leisure guests to the north core (the Campus) . Both leisure guests and business travelers, entering into the new RBT website, can self filter their hotel needs based on several factors, including budget, location, meeting space, venues, proximity to LAX/LA. But they first must fall in love with place, and then decide which hotel experience best suits their needs.

4. While our initial mission will be to establish a sense of place for Redondo Beach, highlighted by its relationship to the sea, and close proximity to LA., there will always be a balanced, integrated approach that also targets the business traveler, who may also value other aspects of Redondo Beach- such as the northern business core- which provides immediate access to LAX, nearby major employment centers such as El Segundo, as well as the upscale dining and shopping opportunities in Manhattan Beach.

5. To make a compelling case to members of the RBT board that we take advantage of certain opportunities relative to the upcoming BeachLife Music Festivalnot in the context of any direct sponsorship or even trying to impact actual attendees- but rather making an impression on the expected 2,000,000 live stream views, thus allowing the image of Redondo Beach to be shaped not by the organizers of the music festival, but by the Tourism Bureau.

6. To identify certain key destinations within Redondo Beach, such as the “Bike Path” , and take ownership of it, give it a name, so it becomes a destination for all to experience.

7. To formalize the name of the Redondo Beach Travel and Tourism Board, and include in the logo and all future outreach, so its crystal clear who is responsible for the beautiful, thoughtful, compelling transformation of Redondo Beach

MARKETING OBJECTIVES
690

1. Our biggest challenge in this assignment, will be to uncover the soul of redondo beach-not just define it, but express it to the world in a highly compelling, authentic, emotional way.

Given all your experience, your travels, your relationship to the world, all the places you’ve seen and experienced, even taking in comments or feedback you’ve heard from hotel guests, what makes RB unique- what sets it apart-what makes it a worthwhile destination?

2. I’m going to name a city-when I do try to give me single word bullets that help describe or define that town-from your own experience.

3. What are some negative associations you have with Redondo? Or what is lacking? Or why would someone not want to travel and stay here, and if not here, where would they most likely otherwise go.

4. Can you first describe the profile of your most consistent type of guests –whether it be the leisure traveler or business or both– where are they coming from? Then tell me what you’re missing. What do you want more of, what do you want less of?

5. What has been your most effective marketing tool or tools? What seems to be working, what seems to not work for you? Where would you like to spend more $$? Where do wish you hadn’t spent $$?

6. What is the greatest mis-perception of Redondo Beach? What is it not getting credit for, but the world deserves to know?

STAKEHOLDER INTERVIEWS
691

STAKEHOLDER INTERVIEWS
Given all your experience, your travels, your
relationship to the world, all the places you’ve
seen and experienced, what makes Redondo Beach
a worthwhile destination?
692

STAKEHOLDER INTERVIEWS
quintessential beachtown
you feel like a instant local
feels smaller, more approachable
really cute
authentic, local experience
charming, quaint feel
not touristy, unlike venice
little sliver of paradise
sweet little beach town
feel safe
very family friendly
birthplace of surfing
comfortable, approachable
small town charm
diversity of experiences you can’t get other places
unknown, undefined
relatable
people friendly
laid back, low key
comfortable
undiscovered
quiet, cozy
so easy to move around- walk to restaurants, or the pier ideal for business retreats, family vacations, very romantic laid back, warm, inviting, beautiful
nothing wrong with people knowing your name

SENSE OF PLACE
pier
walk to beach
del amo shopping/largest mall
king harbor
seaside lagoon
upcoming gastro pubs
easy access to ocean and pier
RB has everything, ocean, shopping, restaurants, strand is great, open and wide, just look to one side

POINTS OF INTEREST
close to LAX
destination within L.A.
close enough to heart of L.A., yet far enough to feel removed. (You’re not far the world, it just feels that way)
heart of south bay/promixity to Hermosa and
Manhattan/culinary epicenter/ boutique shops
easy accessibility to L.A.

PROXIMITY
693
I’m going to name a city.

When I do, try to give single word
bullets that help describe or define
that town from your own experience.

STAKEHOLDER INTERVIEWS
694
quiet
charming
warm
welcoming
historic
authentic
non-exploited
family friendly
quaint
charming
marina
beach
classic California
old
small
locals
shopping
chi chi
sparkly
posh
sophisticated
clean
gorgeous
safe
strict
pretentious
upscale
boutique shops
strand
pier
affluent
cute downtown
beach chic
AVP volleyball
pricey
lost its soul

MANHATTAN BEACH
party
surfer
pier
festivals
social
beach party
alchohol
volleyball
young crowd
taxi
pier avenue
younger crowd
party
post-collegiate
night life

HERMOSA BEACH
unknown
boring
vanilla
where you live
del amo mall
busy
businesses
Exxon refinery
big industrial
del amo
working class

TORRANCE
Queen Mary
industrial
ships
dirty
crime
not vacation
shoreline village
downtown
coastal
shipping
waterfront
Gran Prix
Belmont Shores
pikes place
trendy

LONG BEACH REDONDO BEACH

STAKEHOLDER INTERVIEWS
695
What is the greatest mis-perception of Redondo Beach?
What is it not getting credit for, but the world deserves to know?

STAKEHOLDER INTERVIEWS
birthplace of surfing
how beautiful it is
riviera village
local, beach crusier connected
how close it is to LAX, Disneyland
abundance of water sports
ability to stay at the beach, but head into all parts of LA. with ease open water views
pier is nicer, safer than people realize
great, new restaurants, R10/Social House, Shade Sea Level could be luxury setting
unknown great destination
LA’s best kept secret
Hollywood Riviera
great place for weddings
next to LAX
much more activity than other beach towns
hear the waves break
great marina
696
What are some negative associations you have with
Redondo Beach? Or what is lacking?

STAKEHOLDER INTERVIEWS
697
no centralized downtown
least affluent of beach cities
lack of notoriety
hard to get to the beach
seedy, international boardwalk, fun house
power plant
lack of new age restaurants
stuck in its old ways
doesn’t embrace millennials
Edison power plant
old/rusty/dated
pier is a bit seedy/can feel like a 3rd world country at times

REDONDO BEACH NEGATIVE ASSOCIATIONS

STAKEHOLDER INTERVIEWS
698
699
Authentic
Quintessential Beach Town
Classic
Uncrowded
Birthplace of Surfing/Surf Culture
Comfortable
Wide Open Views
Family Escape and/or
Business Retreat
Charming
Welcoming
Family Friendly
Quaint
Beach/Watersport Wonderland
Healthy
Beach
Local Vibe
Pier
Esplanade
Easy Access To LA/MB
The Strand
Lifeguards/Tower
Seaside Lagoon
Boardwalk
Riviera Village
LAX
Marina
Pacific Ocean
Keywords
700

1. AUTHENTIC SOUTHERN CALIFORNIA BEACH TOWN
Redondo Beach is a place you feel most like yourself, comfortable in your surroundings, as it does not impose its will on you to be anything other than who you are. It is a quintessential Southern California beach town, credited as the birthplace of surfing, while embracing a culture that inspired the Beach Boys music, and the iconic Endless Summer art work from artist John Van Hamersveld. The town has maintained a high level of anonymity while quietly evolving into an exceptional seaside destination for those seeking a classic California coastal experience, yet with a higher level of privacy and tranquility. There are certain days, certain times in which one might feel they have Redondo Beach all to themselves.

2. IMMEDIATE RELATIONSHIP TO THE SEA
In Redondo Beach, there is nothing that stands between you and the sea. Its impact is immediate and profound. Walking along the Esplanade, or biking on the strand, the ocean opens itself up to you in a way most have never seen or experienced —its power is infinite- and few places offer such a far reaching, wonderful, exhilarating expanse of sand, sun and the sea. It lures you in, makes you feel part of something special, yet removed at the same time— a place of refuge-framed on one side by the majestic Palos Verdes Peninsula, and as we breathe in the ocean, and immerse ourselves in its vastness, all else going on in the world can seem trivial. For now, this moment has captured your full attention, Redondo Beach has inspired all the senses, and that feels really good.

3. EASY ACCESS
You can get to anywhere from here with relative ease. If one avoids peak traffic periods, LA Live is less than 45 minutes from the coastal hotel collection of Redondo, and 20 minutes from the campus collection- which also makes major tourist attractions such as Disneyland, Universal Studios, Hollywood and others well within reach. The best of both worlds, from blue ocean bliss to big city buzz in 45 minutes or less.

4. AN INSPIRING MIX OF SERIOUS BUSINESS AND PURE PLEASURE Redondo Beach offers a wide range of choice relative to the hotel experience, location, and price. There is something for every hope and dream, from fine hotels, to elegant inns, to seaside motels, to business-friendly focused (campus) and everywhere in between. Redondo can be all business, or all play, or a combination of both. The ideal business retreat based on its proximity to lax, the nearby business cores, meeting space availability and inspired coastal setting, and in the case of the Campus, exceptional business amenities, and immediate access to local HQ’s, everywhere important, including Manhattan Beach- for a convenient, get down to business, get in, get out- type of stay.

BRAND PILLARS
701

5. WALKABILITY, CRUISER-BILITY
The heart of Redondo Beach, the best it has to offer, can be explored by bike or on foot, virtually eliminating the need for a car.

6. ABUNDANCE OF BEACH LIFE
Redondo Beach offers everything under the sun relative to active, outdoor, healthy activities for every member of the family. The list is nearly endless. Surfing. Biking. Sailing. Kayaking. Paddle boarding. Jet Skiing. Volleyball. Jogging. Swimming. Walking. Whale watching. Boogie Boarding. . Sunbathing. Napping.

BRAND PILLARS
702
Redondo Beach represents a rare opportunity to immerse oneself into a quintessential, classic Southern California beach town experience, a reflection of a town who has preserved its small, seaside soul, while embracing an early, iconic, legendary surf culture/beach lifestyle and never letting go. Redondo Beach offers a profoundly intimate relationship to the sea, and welcomes its guests with open arms, making them feel comfortable, at ease, while offering a staggering number of diverse watersport and beach activities- for guests of all ages- all within beach cruiser distance of each other.

There are fine hotels, comfortably elegant inns, seaside motels, business friendly suites, gastro pubs, eclectic mix of restaurants, Riviera Village quaint shops, all which now elevate the guest experience, and thoughtfully help shape an image of Redondo Beach that now make it a compelling, worthwhile, exciting destination for all to enjoy.

And if that was not enough, Redondo Beach is just minutes from Los Angeles International Airport, and easily accessible to the L.A. downtown core, cultural centers, and popular tourist attractions.

POSITIONING
703
704

EXISTING LOGOS
705
MOOD BOARD + COLOR PALLET
706
LOGO OPTION 1
707

TAGLINES
C l a s s i c Ca l i f or n i a , I n s t a n t Loc a l

TAGLINES
A C l a s s i c Ca l i f or n i a G e t -A w a y
708
SWAG
709
LOGO OPTION 2
710

LOGO INSPIRATION LOGO MARK

BREAKWATER SAILBOAT
+ + R =
711
SWAG
712

FULL LOGO
713
SWAG
714
Redondo Beach

SOUTHERN CALIFORNIA
(MINUTES FROM LOS ANGELES INTERNATIONAL AIRPORT)

ESCAPE THE WORLD,
THEN DECIDE HOW TO CONQUER IT.
715
Redondo Beach

SOUTHERN CALIFORNIA
(MINUTES FROM LOS ANGELES INTERNATIONAL AIRPORT)

GIVE YOUR NEXT MEETING SOME
‘GOOD, GOOD, GOOD, GOOD VIBRATIONS’.
716

CVENT DIGITAL ADS

ESCAPE THE WORLD,
THEN DECIDE HOW TO CONQUER IT.

Redondo Beach

SOUTHERN CALIFORNIA

MINUTES

FROM LAX

GIVE YOUR NEXT MEETING SOME
‘GOOD, GOOD, GOOD, GOOD
VIBRATIONS’.

Redondo Beach

SOUTHERN CALIFORNIA

MINUTES

FROM LAX

LET YOUR NEXT MEETING
OFFER UP WAVES OF EXCITEMENT.

Redondo Beach

SOUTHERN CALIFORNIA

MINUTES

FROM LAX

FIND A CALM CENTER,

AND YOUR NEXT MEETING COULD
CHANGE THE WORLD.

Redondo Beach

SOUTHERN CALIFORNIA

MINUTES

FROM LAX
717
WHY REDONDO BEACH TOURISM SHOULD LEVERAGE RELATIONSHIP WITH BEACH LIFE FESTIVAL IN ITS INAUGURAL YEAR?

1. See Attached Screen Shot- Beach Life Festival Landing Page- the fact they have to add Los Angeles underneath Redondo Beach highlights the fact Redondo Beach lacks awareness.

If the event were held in Newport Beach, would Orange County need to be added? Or even Hermosa Beach or Manhattan Beach?

2. Projected live video stream of 3-day event expected to exceed 2m- and continue long after the event via YouTube views, BLF website direct views.

3. Beach Life currently has:
20,000+ email addresses from registrants | 20,000 FB/Instagram/Twitter/YouTube Followers | World Surf League Hosting Big Wave Award May 2, in partnership with Beach Life Festival, which has 12.6m followers.

4. :15sec and :30 sec pre-roll opportunities across many social platforms, allow RBT to reach exceptionally diverse audience from near and far, and most importantly allows us to shape/ guide/elevate the image of RB by virtue of the content and storytelling, differently, and in a more compelling manner, than the singular image BL will portray. The headline acts mostly appeal to baby boomers- the demographic with $$ to spend- while also appealing to some millennials and everyone in between.

5. Allen Sanford is no Billy Macfarland (Fyre Festival). Allen and his partners are important stakeholders in the community. They own and operate various restaurants, and run St. Rocke, which allowed them to build relationships and establish credibility among artists within the music industry. This is a big undertaking, no doubt, but they understand its a big undertaking, have everything to lose if it doesn’t go well, and have the support of the Mayor. I personally admire the initiative and as a “local”, I want Allen to succeed, but most importantly, I want Redondo Beach to gain the awareness, carefully crafted, and take advantage of the opportunity this presents- even if it carries some risk.

6. There are going to be issues before, during and after the event. There will be traffic issues. There will be noise issues. And the majority of complaints will be made by local residents– the same local residents who will complain about our TOURISM CAMPAIGN as it will have the perception of attracting more people to RB, causing more traffic and noise.

7. RBT’s potential involvement with BLF, running pre-roll, is not necessarily a direct sponsorship nor an implied endorsement. If Beach Life is a total flop, and a total embarrassment to the city of Redondo Beach, RBT still gets caught in the muck, regardless of whether we participated in the Festival or not.

BEACHLIFE MUSIC FESTIVAL
718

CREATIVE CONCEPT/VIDEO APPROACH
719
Request for Proposal
CDPR IPM Rebranding
CONTRACT #21-C0101
720
SECTION I OVERVIEW ............................................................................ 1 GENERAL INFORMATION .............................................................................................................. 1 DPR CONTACT ............................................................................................................................... 1 SERVICE NEED .............................................................................................................................. 1 CONTRACT BUDGET ..................................................................................................................... 1 CONTRACT TERM .......................................................................................................................... 1 PAYMENT WITHOLD ...................................................................................................................... 1 PEFORMANCE PENALTY .............................................................................................................. 1 PROCESS TYPE ............................................................................................................................. 1 PROCESS SCHEDULE ................................................................................................................... 2 SECTION II RULES AND CONDITIONS ................................................... 3 INTRODUCTION ............................................................................................................................. 3 COMMITMENT ................................................................................................................................ 3 CONTRACTOR’S COST .................................................................................................................. 3 ANTITRUST CLAIMS....................................................................................................................... 3 INFORMATION ................................................................................................................................ 4 WRITTEN INQUIRIES ..................................................................................................................... 4 ADDENDA ........................................................................................................................................ 4 MODIFICATION OF SUBMITTALS ................................................................................................. 4 ERRORS IN SUBMITTALS .............................................................................................................. 4 INELIGIBLE BUSINESSES ............................................................................................................. 5 NEGOTIATING STATE CONTRACTS ............................................................................................ 5 ELECTRONIC WASTE RECYCLING .............................................................................................. 5 USE TAX .......................................................................................................................................... 5 SMALL BUSINESS (SB) PREFERENCE ........................................................................................ 5 SUB-CONTRACTORS ..................................................................................................................... 5 LOSS LEADER ................................................................................................................................ 5 DARFUR CONTRACTING ACT ...................................................................................................... 5 SECTION III PROPOSAL SUBMITTAL REQUIREMENTS ............................... 6 INTRODUCTION ............................................................................................................................. 6 DEADLINE ....................................................................................................................................... 6 ADDRESSING ................................................................................................................................. 6 NUMBER OF COPIES ..................................................................................................................... 6 DOCUMENT PRINTING .................................................................................................................. 6 TABLE OF CONTENTS ................................................................................................................... 7 SUMMARY ....................................................................................................................................... 7 METHODOLOGY ............................................................................................................................. 7 ORGANIZATION .............................................................................................................................. 7 QUALIFICATIONS AND RESOURCES ........................................................................................... 7 REFERENCES ................................................................................................................................. 7 SAMPLE OF WRITTEN WORK ....................................................................................................... 7 CONTRACT ELIGIBILITY ................................................................................................................ 8 LICENSES ....................................................................................................................................... 8 SMALL BUSINESS (SB) PARTICIPATION ..................................................................................... 8 DISABLED VETERAN BUSINESS ENTERPRISE (DVBE) PARTICIPATION ................................ 8 TARGET AREA CONTRACT PREFERENCE ACT (TACPA) ......................................................... 8 SECTION IV COST PROPOSAL SUBMITTAL .................................................... 9 OVERVIEW ........................................................................................................................................ 9 COST BREAKDOWN ........................................................................................................................ 9 TRAVEL AND PER DIEM .................................................................................................................. 9 SECTION V EVALUATION AND SELECTION ..................................................10 INTRODUCTION ............................................................................................................................. 10 SELECTION PROCESS .................................................................................................................. 10 721
AWARD OF AGREEMENT .............................................................................................................. 10 ORAL INTERVIEW .......................................................................................................................... 11 GROUNDS FOR REJECTION ......................................................................................................... 11 NOTICE OF INTENT TO AWARD ................................................................................................... 11 REJECTION OF AWARD ................................................................................................................ 11 PROPOSER NOTIFICATIONS ........................................................................................................ 12 PROTEST OF AWARD .................................................................................................................... 12 SECTION VI DESCRIPTION OF WORK .............................................................13 INTRODUCTION ............................................................................................................................. 13 WORK TO BE PERFORMED .......................................................................................................... 13 TASKS ............................................................................................................................................. 13 CONTROL OF WORK ..................................................................................................................... 13 SECTION VII DEFINITIONS AND TERMS ..........................................................14 GENERAL ........................................................................................................................................ 14 ABBREVIATIONS ............................................................................................................................ 14 AGREEMENT .................................................................................................................................. 14 DPR .................................................................................................................................................. 14 CONSULTANT ................................................................................................................................. 14 CONTRACT ..................................................................................................................................... 14 CONTRACT MANAGER .................................................................................................................. 14 CONTRACTOR ................................................................................................................................ 14 DIRECTOR ...................................................................................................................................... 15 DISABLED VETERAN BUSINESS ENTERPRISE (DVBE CERTIFIED) ......................................... 15 LEGAL HOLIDAYS .......................................................................................................................... 15 PROGRAM MANAGER ................................................................................................................... 15 PROPOSAL ..................................................................................................................................... 15 PROPOSER ..................................................................................................................................... 15 SCOPE OF WORK........................................................................................................................... 15 SMALL BUSINESS (CERTIFIED) .................................................................................................... 15 STATE .............................................................................................................................................. 15 STATE CONTRACT LAW ................................................................................................................ 15 SUB-CONTRACTOR ....................................................................................................................... 15 ATTACHMENTS ……………………………………………………………………….

COST PROPOSAL SHEETS ................................................................................. (ATTACHMENT A) PROPOSAL TECHNICAL EVALUATION SCORING SHEET ...................... (ATTACHMENT B) CONTRATOR STATUS FORM .............................................................................. (ATTACHMENT C) CLIENT REFERENCES ......................................................................................... (ATTACHMENT D) BIDDER DECLARATION ....................................................................................... (ATTACHMENT E) DARFUR CONTRACTING ACT ............................................................................. (ATTACHMENT F) PROPOSAL COMPLETION CHECKLIST ............................................................. (ATTACHMENT G) 722
1 SECTION I OVERVIEW
General Information The Department of Pesticide Regulation’s (DPR) mission is to protect human health and the environment by regulating pesticide sales and use, and by fostering reduced-risk pest management. For more information on the Department and its program, please see our Web site, www.cdpr.ca.gov.

DPR Contact Department of Pesticide Regulation
Attn: Terry Harrison, MS 4A
1001 I Street, Contracts Unit
P.O. Box 4015
Sacramento, CA 95812-4015
Phone: (916) 445-2511
EMAIL: [email protected]
Service Need To support DPR’s vision of accelerating the transition to safer, more sustainable pest management, DPR is looking to improve the messaging, branding and outreach activities related to the department’s work to foster the adoption of Integrated Pest Management (IPM) practices and further support research and innovation to increase alternative IPM best practices for sustainable pest management. This includes the need for a clear and approachable external messaging and outreach strategy related to DPR’s IPM work to achieve the goal of (1) developing effective, consistent and approachable messaging describing the concept of IPM; (2) designing cohesive and recognizable branding for DPR’s IPM program and IPM messaging; (3) increasing awareness statewide about integrated pest management and its benefits, DPR’s role in fostering IPM, and DPR grant funding opportunities supporting IPM research, adoption, knowledge, and implementation; (4) developing strategies for the department’s staff to increase outreach and engagement with those who can benefit from grant project funding opportunities and knowledge gained from grant project outcomes—including researchers and other parties either performing, or interested in performing, research or outreach that advances IPM knowledge and implementation— as well as specific stakeholders in DPR’s School IPM, Child Care IPM, Endangered Species programs; and (5) developing a strategic approach for long-term outreach activities to be conducted by the department, including but not limited to events, materials, communications calendars, paid marketing, initiatives, and other methods for the department to engage in targeted program-related outreach that advances IPM knowledge and implementation moving forward. Services needed includes initial launch and implementation of developed outreach plans and related paid marketing activities.

Contract Budget Subject to the availability of funds and approval by the Department, there is a current maximum budget of $500,000.

DPR reserves the right to amend the budget for this Agreement as needs arise.

Contract Term The term of this Agreement will span no more than 18 months and is expected to begin in April 2022.

DPR reserves the right to amend the term of this Agreement as needs arise. 723
2 Payment Withhold The provisions for payment under this contract will be subject to a ten percent (10%) withholding per task.

The withheld payment amount will be included in the final payment to the Contractor and will only be released when all required work has been completed to the satisfaction of DPR.

Performance Penalty The selected Contractor, to receive award of this agreement, will be subject to a performance penalty if required deliverables are not submitted by the due date outlined in the Scope of Work.

The penalty will be equivalent to five percent (5%) of the budgeted amount for each task not completed in the required timeframe.

Process Type Request for Proposal (RFP), Secondary Method. 724
3 OVERVIEW CONT.

Process Schedule This process will be conducted according to the following tentative schedule:

Advertisement Date March 10, 2022
Written Inquiries Due by 5:00 pm March 18, 2022
Answers to Inquiries Posted by 5:00 pm March 23, 2022
Proposals Due by 2:00 pm March 30, 2022
Post Notice of Intent to Award April 6, 2022
725
4 SECTION II RULES AND CONDITIONS
Introduction There are conditions that this RFP, submitting Proposers, proposals and resulting Agreements are subject to and/or required to comply with.

Commitment Upon submittal of a proposal, the Contractor has committed to comply with the following requirements:  All items noted in RFP documents  General Terms and Conditions available for viewing at www.ols.dgs.ca.gov/Standard+Language.  Contractor Certification Clauses available for viewing at www.ols.dgs.ca.gov/Standard+Language.

If the Proposer fails to meet any of the requirements or comply with DPR requests, DPR can reject, disqualify, or remove the firm from the process.

DPR is not committed to award an Agreement resulting from this RFP Contractor’s Cost All costs resulting from the Contractor’s participation in the RFP process are at the firm’s expense.

No costs incurred by the Contractor participating in the RFP process will be reimbursed by DPR.

Antitrust Claims In submitting a Proposal Package to a public purchasing body, the Proposer offers and agrees that if the Proposal Package is accepted, it will assign to the purchasing body all rights, title, and interest in and to all causes of action it may have under Section 4 of the Clayton Act (15 U.S.C. Sec. 15) or under the Cartwright Act (Chapter 2 [commencing with Section 16700] of Part 2 of Division 7 of the Business and Professions Code), arising from purchases of goods, materials, or services by the Proposer for sale to the purchasing body pursuant to the Proposal Package. Such assignment shall be made and become effective at the time the purchasing body tenders final payment to the Proposer. (See Government Code Section 4552.)
If an awarding body or public purchasing body receives, either through judgment or settlement, a monetary recovery for a cause of action assigned under this chapter, the assignor shall be entitled to receive reimbursement for actual legal costs incurred and may, upon demand, recover from the public body any portion of the recovery, including treble damages, attributable to overcharges that were paid by the assignor but were not paid by the public body as part of the Proposal Package price, less the expenses incurred in obtaining that portion of the recovery. (See Government Code Section 4553.)
Upon demand in writing by the assignor, the assignee shall, within one year from such demand, reassign the cause of action assigned under this part if the assignor has been or may have been injured by the violation of law for which the cause of action arose and (a) the assignee has not been injured thereby, or (b) the assignee declines to file a court action for the cause of action. (See Government Code Section 4554.)
726
5 RULES AND CONDITIONS CONT.

Information All information obtained or produced during the course of the Agreement will be made available to DPR.

Any information that the Proposer deems confidential, must so be marked prior to submission to DPR.

DPR will hold information deemed confidential by the Proposer to the extent allowable by the California Public Records Act and the Public Contract Code.

Written Inquiries Proposers needing clarification of the requirements of this solicitation may submit questions to DPR’s Contracts Unit using the contact information found in Section I.

All inquiries must be received no later than 5 pm on Friday, March 18, 2022, regardless of postmark. If the inquiries are faxed or emailed, then the time and date on the fax or email must not be later than the due date and time.

Questions, suggestions or objections regarding the content of this solicitation, including but not limited to the purpose, scope of work, etc., not submitted by the deadline for questions shall be deemed waived and may not be raised at a later time.

Oral communications with DPR officers and employees shall be non-binding on the State and shall in no way exclude the Proposer of any obligations as set forth in this package.

All questions or inquiries regarding this solicitation shall be submitted using the contact information provided in Section I.

E-mails and/or faxes should be clearly marked “Questions Relating to SOLICITATION 21-C0101.”
Addenda DPR reserves the right to amend, alter, or change the rules and conditions of this RFP.

Any ambiguity, conflict, discrepancy, omission, or other error discovered in the RFP should immediately be reported to DPR prior to the deadline for submission of written questions. DPR will issue addenda to address such issues.

Modification of
Submittals
A Proposal submitted prior to the submittal deadline, can be withdrawn or modified by the submitting Proposer. The Proposer must:  Provide a written request  Identify the requesting individual and their association to the Proposer A Proposal cannot be withdrawn after the submittal deadline has passed.

Errors in Submittals An error in a Proposal package may be cause for rejection of that proposal.

DPR may make certain corrections, if the Proposer’s intent is clearly established based on review of the complete proposal.
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6 RULES AND CONDITIONS CONT.

Ineligible Businesses Any Contractor or Sub-Contractor currently on the DPR Unreliable list, is ineligible to apply for or participate in this contract.

In addition, as required by PRC§42290 et seq., any business determined to be in non-compliance with the Recycled Content Plastic Trash Bag Law is ineligible to apply for or participate in this contract.

Negotiating State
Contracts
This solicitation and any resulting contract or amendments are subject to the conditions set forth in PCC 6611.

If any of the conditions identified in PCC 6611 exist, the State may perform contract negotiations, if it is determined to be in the best interest of the State.

Electronic Waste
Recycling
If the Contractor or any subcontractors participate in activities that result in the disposition of electronic components, they will comply with the provisions of PRC Chapter 8.5.

Use Tax If, during the course of the agreement, the Contractor will be involved in the re-sale of goods to the State, they must comply with the requirements of Section 6452.1, 6487, 6487.3, 7101, and 18510 of the Revenue and Taxation Code, in addition to Section 10295.1 of the Public Contract Code.

Small Business(SB)
Preference
Any Proposer competing in this process as a California Certified SB, will receive a five percent (5%) preference.

A copy of the Proposer’s certification must be included with the proposal package.

Subcontractors All subcontractors identified in the proposal, must be experts in their respective disciplines and capable of performing the tasks for which they are hired.

If awarded the agreement, the Contractor must use all of the SB and Disabled Veteran Business Enterprise (DVBE) firms identified on the SB/DVBE Participation Summary.

DPR reserves the right to approve substitutions of subcontractors, as long as, certified business participation levels remain unchanged.

Loss Leader It is unlawful for any person engaged in business within this state to sell or use any article or product as a ‘loss leader’ as defined in Section 17030 of the Business and Professions Code.

Darfur Contracting Act For solicitation of non-IT goods and services only. All Proposers competing in this process must comply with the requirements of the Darfur Contracting Act (Public Contracting Code sections 10475 through 10481), effective January 1, 2009. To comply, Proposers must complete the Darfur Contracting Act form (Attachment F) and return with their Proposal.
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7 SECTION III PROPOSAL SUBMITTAL REQUIREMENTS
Introduction Failure to follow the instructions contained in this document may be grounds for rejection of a Proposal.

DPR may reject any Proposal if it is conditional, incomplete or contains irregularities.

DPR may waive an immaterial deviation in a Proposal, if deemed in the best interest of DPR.

Deadline The proposal package must be received by DPR, at the address or email listed in Section I, Overview.

Proposals received after the deadline, will be considered late and returned to the Proposer unopened. Proposals submitted electronically must include all necessary fully executed proposal submission documents as an attachment in Portable Document Format (PDF) to [email protected] NO LATER THAN 2:00 p.m., Wednesday, March 30, 2022. Submission time will be as of the electronic time stamp associated with when the electronic email submission was received.

Submissions with attached PDF documents in excess of 10 Megabytes in size risk being rejected and can be deemed unresponsive. DPR will provide an individual electronic email response confirming receipt of each submission received. If a confirmation receipt is not received within 30-minutes of submission, please contact, Terry Harrison at [email protected] to confirm your bid was received. Confirmation receipt is not a representation by DPR that the submitted bid is responsive and complete. Proposers are responsible for ensuring that the electronic submission contains the attachment, is fully responsive and lacks any deficiency prior to submitting to the email address above. Failure to do so risks the proposal being deemed unresponsive. It is recommended that Proposers submit proposals at least an hour in advance of the proposal submission deadline to allow for confirmation of proposal submission. The bidding process does not allow for delays due to internet, email or other technical difficulties.

Addressing The proposal package must clearly state that it is in response to this RFP and note the RFP number listed with the direction of “Mailroom – do not open.” Proposal Packages submitted via email should include “RFP 21-C0101” clearly in the subject line.

Number of Copies The Proposer is required to submit all required documents in one of the following formats:

For physical deliver/mail  One original, non-bound hard copy marked “Original”  2 of copies For electronic delivery  One electronic copy through email or from disc or compact disc viewable by Adobe Acrobat Reader
It is the submitting Proposer’s responsibility to ensure that the electronic copy is formatted in Adobe Acrobat Reader and viewable by DPR.
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8 Document Printing All documents must be submitted double-sided on paper with a minimum of 30% post-consumer recycled content fiber.

Table of Contents The information must be organized as presented with corresponding page references.

Summary The Proposer must include a brief overview of the project and summarize the Proposer’s approach to the work.

Methodology The Proposer must provide a brief narrative of the methods that will be utilized to accomplish the objective of the project, as detailed in the Scope of Work.

These methods must have sufficient detail to allow DPR to evaluate those methods.

Organization Provide a brief description of the organization’s services and activities, including:  Date of establishment  History  Location  Any known conflict’s of interest Qualifications and
Resources
The prospective contractor must have the experience, qualifications, and resources to perform the required tasks of the project.

Each proposal must include a description of the resources to be used on the project while demonstrating an individual or team members abilities to perform the work. The proposals must include resumes for the Contract Manager, Personnel and Subcontractors, that include:  Experience  Knowledge  Educational Background  Appropriate licensing  Tasks to be performed and number of hours References The Proposer’s team must provide a minimum of three (3) verifiable references and/or experience.

DPR reserves the right to seek references in addition to the client references provided by the Proposer, as it deems necessary.

If a reference or project experience is unable to be verified, it will be disregarded.

Samples of Written
Work
The Proposer’s team must include a copy of a verifiable written work that is similar in nature to the proposed project and deliverables.
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9 Contract Eligibility The Proposer must include a written declaration, stating that the Contractor and any Subcontractors to be used during the performance of the contract are eligible to contract with the State of California, pursuant to PCC 10286.

Licenses The Contractor shall be an individual or firm licensed to do business in California, pursuant to California Business and Profession Code Section 7028.15.

A copy of the Proposer’s state license with an expiration date, must be included with the Proposal submittal.

Small Business (SB)
Participation
DPR expects a minimum of five percent (5%) of the project services to be contracted to a California Certified SB that performs a commercially useful function.

This goal can be achieved by a combined effort of the prime and/or any subcontractors, that includes:  If the Proposer is a Certified SB, as defined in Section V, Definitions and Terms, the Participation Summary must be completed and submitted with the proposal.  If the Proposer has identified subcontractors to be utilized to meet this goal, the Participation Summary must be competed and submitted with the proposal.

Disabled Veteran
Business Enterprise
(DVBE) Participation
DPR expects a minimum of three percent (3%) of the project services to be contracted to a California Certified DVBE that performs a commercially useful function.

This goal can be achieved by a combined effort of the prime and/or any subcontractors, that includes:  If the Proposer is a Certified DVBE, as defined in Section V, Definitions and Terms, the Participation Summary must be completed and submitted with the proposal.  If the Proposer has identified subcontractors to be utilized to meet this goal, the Participation Summary must be competed and submitted with the proposal.

Target Area Contract
Preference Act
(TACPA)
If the budget for services outlined in this announcement, exceeds $100,000, DPR will grant a preference for qualified Proposers.

The Proposer must provide reasonable demonstration of contract labor hours and certify that they will comply with the requirements of the TACPA.

If the Proposer is qualified for this preference, the TACPA Preference Request Form must be included in the proposal submittal.

The form may be downloaded at www.DPR.ca.gov/contracts/forms. 731
10 SECTION IV COST PROPOSAL SUBMITTAL
Overview For physically delivered documents, the completed Proposal Cost Sheet must be submitted in a separate, sealed envelope by the due date identified in the Schedule of Section I.

The separate, sealed envelope must note “Proposal Cost – Do not Open” on its exterior.

For electronically delivered documents, the completed Proposal Cost Sheet must be submitted as a separate file named “Proposal Cost Sheet – Do not Open” to identify it from other Proposal files.

Cost Breakdown The cost proposal must specify the total cost and include detailed project costs, as required in the Cost Proposal Sheet and Task Breakdown Sheet.

The SB and DVBE commitments must be identified, by task and dollar amount, and included in the task by task cost proposal submittal.

The costs identified, should take into consideration the length of the contract, rise in salaries and administrative overhead costs.

The amount identified on the cost breakdown may not be changed and will remain in effect for the life of the agreement.

Travel and Per Diem Lodging, food, and incidental expenses on trips in support of services will be reimbursed at the following State per diem rates per 24-hour day for the length of the contract.  Lodging – up to a maximum of $84 per day  Meals (breakfast, lunch and dinner) – up to a maximum of $34 per day  Incidentals – up to a maximum of $6 per day.  Coach airfare, mid-size/economy rental cars, and fuel – actual costs verified by bills or receipts. First Class or Business Class air travel is not allowed.
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11 SECTION V EVALUATION AND SELECTION
Introduction DPR will perform a Pre-Qualification Evaluation process to ensure that the Proposer has included all required documentation in the Proposal submittal.

If a proposal package does not meet all of the requirements set forth in this RFP, it will be considered non-responsive and rejected from further competition.

Those Proposer’s submittals that pass this review will be forwarded to the Selection Committee for Evaluation.

Selection Process The Selection Committee will evaluate and score all proposals, passing the PreQualification Evaluation, utilizing the Scoring Criteria identified in this RFP.

Only those proposals that receive a score of at least the minimum requirement identified on the Scoring Sheet will be ranked.

The overall responsiveness of each proposal will be based on the complete response from the Proposer to the RFP requirements, including the statement of work for the project. Final ranking of the proposals will be based on the following formula:

1. Technical Proposal Score Requirements (scored at 70% of the total points available, maximum 70 points)
The Proposer will be scored on demonstrated knowledge of the tasks outlined in the Scope of Work, and the Proposer’s qualifications, experience, and cost feasibility.

2. Cost (scored at 30% of the total points available, maximum 30 points).

The Proposer will be evaluated on the total extended cost for both the contracted term and including any optional extension years. Each Proposer’s cost score will be calculated based on the ratio of the lowest cost proposal to the Proposer’s cost, multiplied by the maximum number of cost points available (30), as shown in the calculation below:

Lowest Total Cost X Total cost points available
Proposer Total Cost
Award of Agreement Award of this Agreement will be to the highest-ranking responsible Proposer meeting all of the RFP requirements.

In the event of a tie, DPR may utilize a tie breaker to determine the winning Proposer.

DPR reserves the right to not award an Agreement.
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12 EVALUATION AND SELECTION CONT.

Grounds for Rejection All proposals may be rejected whenever the determination is made that the proposals received are not really competitive, when the cost is not reasonable, or when the cost exceeds the amount expected.

Additionally, a proposal may be rejected if:  It is received after the due date and time for submittal  The cost submittal is unsigned  The proposal cost is not prepared as required by the RFP  The Proposer has been prohibited from contracting with the State by the Department of Fair Employment and Housing  The Proposer has received a substantive negative contract performance from the State  Any items required by the RFP are not included with the submittal No proposal may be rejected arbitrarily or without reasonable cause.

Notice of Intent to
Award
DPR will post a notice of intent to award this Agreement five (5) working days prior to the award being made.

Notice of the intent to award will be posted at DPR’s headquarters building noted in Section I.

Rejection of Award If the Proposer fails to enter into a satisfactory Agreement within a reasonable timeframe after the award is made, DPR may deem that the Proposer has rejected the award.

DPR reserves the right to disqualify the awardee and award the Agreement to the next highest ranked Proposer.

Proposer Notifications DPR will notify all Proposers of the outcome of their proposal submittals, prior to the Intent to Award posting.
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13 EVALUATION AND SELECTION CONT.

Protest of Award A Proposer may protest the proposed award by filing an official protest with the Department of General Services. The protest must be filed within the five (5) day period of the notice of intent to award timeframe.

Within five (5) days of the initial protest filing, the Proposer must submit a detailed written statement with information that supports that the Proposer would have been awarded the contract and the grounds for that position.

The Agreement will not be awarded until a decision has been made on the filed protest.

The protest documents should be sent via registered mail or to the following parties:

Department of General Services
Office of Legal Services
Attn: Protest Coordinator
707 Third Street, 7th floor
Sacramento, CA 95605
Fax (916) 376-5088
Department of Pesticide Regulation
Attn; Contracts Unit
1001 I Street, MS-4B
Sacramento, CA 95814
Fax (916) 445-6845
Email [email protected]
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SECTION VI DESCRIPTION OF WORK
Introduction The vision of the Department of Pesticide Regulation (DPR) is to strategically focus on fostering safer, more sustainable pest management as a critical part of its mission to protect human health and the environment by regulating pesticide use and fostering reduced-risk pest management.

DPR’s Strategic Plan Goal 2 is to “Advance the research, development and adoption of effective pest management systems that reduce risks to people and the environment” while Goal 6 is to “Promote an understanding and awareness of DPR programs, priorities, initiatives and accomplishments through effective external communications, outreach and public education.” In accordance with its mission, vision, and the referenced strategic plan goals and to accelerate the transition to safer, more sustainable pest management, DPR recently created the Integrated Pest Management (IPM) Branch, placing a new focused emphasis on existing IPM programs with the intent to expand and enhance its IPM work, increase awareness about DPR’s IPM programs and resources, and generally advance IPM knowledge and implementation statewide.

Specifically, DPR’s IPM Branch includes the Community IPM Program that provides topical IPM outreach to the general public; a School IPM Program and a separate, but related Child Care IPM Program that provide Healthy School Act compliance assistance and general outreach to public K-12 schools and licensed child care facilities respectively; a Grants Program that fosters IPM research, knowledge, implementation, outreach and adoption through grant funding opportunities; an Endangered Species Program that seeks to reduce pesticide use impacts to the state’s endangered and threatened species through awareness, outreach and promotion of IPM; an Annual IPM Achievements Awards Program that celebrates individuals or organizations wo are leaders in implementing IPM practices and strategies; and a Pesticide Use Reporting Program that provides public access to statewide pesticide use reporting data and issues reports that identify both historical and current trends in the data.

There are currently many definitions of IPM in use. In California, the prevailing definition of IPM for decades has been the UC IPM definition which states:
“IPM is an ecosystem-based strategy that focuses on long-term prevention of pests or their damage through a combination of techniques such as biological control, habitat manipulation, modification of cultural practices, and use of resistant varieties.

Pesticides are used only after monitoring indicates they are needed according to established guidelines, and treatments are made with the goal of removing only the target organism. Pest control materials are selected and applied in a manner that minimizes risks to human health, beneficial and nontarget organisms, and the environment.” Although it is not the only definition of IPM, this long-standing UC IPM definition is well-established amongst IPM practitioners as the most-widely known definition of IPM and is what DPR references as the formal definition of IPM. However, the general public and most who aren’t directly engaged in IPM implementation are unfamiliar with either a definition or concept of IPM.

In fact, despite there being many entities and government agencies that 736
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foster messages and engage in work around IPM adoption, there is no consistent or prevalent standard IPM messaging that has gained traction with the public or stakeholders at large.

To assist in the goal of advancing IPM awareness and adoption and understanding of DPR’s IPM Branch work in these areas, DPR has identified a need to develop a messaging and outreach strategy and plan that utilizes effective and consistent messaging with various program stakeholders in our Grants, School IPM, Child Care IPM, and Endangered Species programs, conveys a branded approach that supports messaging retention and consistent recognition of IPM Branch work, and identifies specific high-value work activities that can be undertaken to create or enhance awareness of our IPM outreach and programs and to generally increase awareness of IPM. The IPM messaging will need to correspond with the University of California Agriculture and Natural Resources (UC ANR) IPM definition, incorporate feedback from key stakeholders, and effectively convey the concept of IPM in an approachable, tangible, consistent, and clear manner.

Work to be
Performed
The primary objective of this project is to increase statewide awareness of IPM and DPR’s work to foster IPM by developing and employing effective standardized IPM messaging and a branded communications approach in all IPM outreach; and to develop specific outreach plans for high-value program outreach activities that will increase awareness of IPM and its role in supporting safer, sustainable pest management. The project will include:

1. Conducting audience segmentation research with staff, the public, and/or program-specific stakeholders on effective messaging to describe IPM, DPR’s IPM resources, and the adoption of safer, sustainable pest management, which could include:
o Research or focus groups with the general public;
o Research or focus groups with grantees;
o Research or focus groups with schools, child care, endangered species and other program specific stakeholders;

2. Developing a communications and messaging strategy to include standardized, coordinated, and simplified IPM messaging; an IPM tagline; and an IPM icon that is easily understood and resonates with stakeholders across target audience groups;

3. Creating a strategy for cohesive branding for DPR’s IPM programs that:
o Considers individual program representation needs, including six existing in-use Branch program logos that may or may not be effective for long-term use;
o Integrates with a separate departmental level logo and overall rebranding effort; o Provides a visual approach (via icon, logos or other graphical items) to describing IPM and the work of DPR’s IPM Branch;

4. Developing program-specific targeted marketing/outreach plans for sustained long-term implementation by department staff, including:
o A publicity and outreach plan or plans for the IPM Grants Program that increases awareness about the program and its role in advancing IPM, and spreads knowledge about the program’s grant funding opportunities and project work completed to date; o Program-specific recommendations for high-impact outreach activities, outreach collateral, projects, campaigns, or initiatives 737
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based on communications and messaging research findings and specific to each program’s group of stakeholders that advance IPM awareness and implementation and relevant IPM Branch programs/resources;
o Paid marketing/advertising activities or campaigns, which should collectively comprise at least 20% of total proposed budget;

5. Launching and supporting the initial six month implementation phase of all developed targeted marketing/outreach plans including:
o All elements of paid marketing/advertising activities/campaigns; o Supporting the transition to department staff for the sustained long-term implementation of all developed outreach plans;

6. Developing and designing any recommended new outreach materials, collateral, and media including:
o Incorporation of new IPM messaging, IPM tagline, IPM icon, and logo(s);
o ADA compliance for all designed items;
o Spanish translations for all designed items;

7. Providing project management support and communication throughout the course of the project.

During the project process, DPR staff will support the contractor by providing data, information and other items as deemed necessary to reach the contract objectives. The contractor will be required to engage in selective focused audience segmentation analysis/research or focus groups with a representative sample of the general public and specific external and internal IPM Branch program stakeholders in the process of developing deliverables.

Tasks 1. Conduct audience segmentation analysis/research with staff, a representative sample of the public, and with specific program stakeholders specific to the IPM programs to inform the development of effective messaging about the concept of IPM, DPR’s IPM resources, and the adoption of safer, sustainable pest management which may include, but not be limited to:
o Research or focus groups with the general public to determine among other questions the source of IPM information, the best ways to communicate IPM information, the resonance of IPM messaging, barriers to adopting IPM and factors to influence IPM adoption;
o Research or focus groups with grantees to determine, among other questions, how grants funding opportunities are discovered, the best way to communicate new grant opportunities, what drives researcher interest in IPM advancement, what would increase your engagement with IPM and IPM grants program, barriers to participation, understanding of DPR’s IPM grant and award selection process;
o Research or focus groups with schools, child care, endangered species and other program specific stakeholders to determine, among other questions, if IPM messaging is resonating, how and where IPM resources are consumed, what IPM resources are most effective, what IPM resources are missing, how to best deliver/provide ongoing training and resources, how to increase 738
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the level of IPM adoption, additional language translation needs to consider, if any, etc.;
 (Estimated Task 1 completion timeline: 2-3 months, commencing at project onset)

2. Develop a communications and messaging strategy for DPR to enhance long-term communication with general public and/or program-specific stakeholders about IPM, DPR’s IPM resources, and the adoption of safer, sustainable pest management, including:
o Develop DPR IPM messaging, including IPM tagline and IPM icon, that describes the concept of IPM in simple, relatable, memorable terms and resonates across the range of target audience groups.  In developing IPM messaging, reference the UC ANR
Statewide IPM Program’s definition of IPM as the accepted formal definition.
 In developing IPM messaging, consider DPR’s current
vision to accelerate a statewide transition to safer,
sustainable pest management and IPM as a practical and
sustainable pest management approach.
 In developing IPM tagline and IPM icon, consider the “Fight the Bite” and “Flex Your Power” tagline/icon concepts as desirable references for potential IPM tagline/icon
outcomes. “Fight the Bite” is a mosquito-borne disease
campaign employed nationally, with a common tagline of
Fight the Bite paired with localized icons such as the often seen variations found here and here. “Flex Your Power”
was the original highly successful California campaign for power conservation that debuted in the early 2000s,
approach summarized here and original icon/tagline
viewable here or here);
o Develop style guide for use of IPM messaging, IPM tagline, and IPM icon, including consideration of when IPM messaging adaptations may be necessary for space constraints, or where there are specific program-related audience needs justifying tailored messaging;
 (Estimated Task 2 completion timeline: 2 months, commencing following Task 1 completion)

3. Design and develop all aspects of a cohesive branding package to incorporate the work of DPR’s IPM Branch’s six programs and the Annual IPM Achievement Awards program, inclusive of considering the long-term effectiveness of six existing in-use Branch program logos used to distinguish specific program work.
o All aspects include but are not limited to:
 Logo(s) in various formats
 Color schemes
 Font/Typefaces
 Font size requirements
 Logo use and related restrictions
 Logo placement guidelines and related restrictions
 Style guide for overall sub-branding approach including, but not limited to, circumstances where multiple logos/brand elements may be used (program and department logos, IPM icon, IPM tagline, etc) such as in publications and
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presentations
 Web icon library
 Web image library
o Development of IPM branding package to include coordination with the DPR contract manager overseeing the concurrent larger departmental branding project to ensure developed IPM
communications and messaging, IPM tagline, and any existing or new sub-branding/logos cohesively integrate with departmental branding/logo;
 (Estimated Task 3 completion timeline: 2-6 months, work commencing following Task 2 completion)

4. Develop program-specific targeted marketing/outreach plans intended for sustained long-term implementation by DPR staff that utilize social media, free and paid advertising, organizational or collaborative networks, and other marketing means, and are inclusive of the following elements:
o An annual cycle publicity and outreach plan, or plans, for DPR’s Grants Program that increases awareness of the program’s goals and role in advancing IPM, seeks to draw a diverse pool of applicants for available funding opportunities, and shares knowledge gained from grant projects funded to date for both the Research Grants and Alliance Grants sub-programs;
o Program-specific recommendations, inclusive of implementation plans or communications calendars, for high-value/impact outreach events, campaigns, projects, or initiatives DPR’s IPM Branch staff can engage in to encourage and spread awareness of IPM among the general public and program-specific stakeholders;
o Program-specific recommendations for development of new outreach collateral/materials such as, but not limited to, videos, fact sheets, social media posts, or other specific outreach content or activities, inclusive of providing content in additional language translations, that offer high value to the general public and programspecific stakeholders in advancing IPM awareness and implementation;
o Paid marketing/advertising activities and campaigns, which should collectively comprise at least 20% of total proposed budget;  (Estimated Task 4 completion timeline: 2-4 months, work commencing in parallel with Task 1 completion, but sub-bullet tasks may be completed in stages at different times, with priority given to receiving initial outcomes for grants program outreach planning for implementation beginning as close to July 2022 as possible)

5. Launch and support the initial six month implementation phase of all developed targeted marketing/outreach plans including:
o All elements of paid marketing/advertising activities/campaigns, including testing of final messaging and concepts;
o Supporting the transition to department staff for the sustained longterm implementation of all developed outreach plans;  (Estimated Task 5 completion timeline: 6 months, work commencing upon Task 4 completion)

6. Development and design of any recommended new outreach materials, publications, media, and other collateral inclusive of:
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o Incorporating new IPM messaging, tagline/icon, logo, and sub-brand design changes;
o Ensuring all design items and designed deliverables meet ADA compliance requirements including but limited to videos, fact sheets, social media posts, web page content, or other designed materials; o Providing Spanish translations of all designed outreach materials including but not limited to videos, fact sheets, social media posts, web page content, or other designed materials;
 (Estimated Task 5 completion timeline: 1-2 months, work commencing upon completion of other all other Tasks)

7. Throughout the duration of the project, provide project management support and coordination
o This includes project communication, coordination scheduling, meeting notes, meeting facilitation, developing a list of requirements, as needed, developing task lists, developing project plans and related materials;
o At a minimum, project status, related risks, issues, and other documents are to be provided on a monthly basis.
 (Estimated Task 7 completion timeline: 12 months, performed on ongoing basis throughout)
Control of Work 1. DPR staff have the authority to determine the quality and acceptability of the following:  Work to be performed  Rate and progress of the work  Fulfillment of the services provided by the Contractor  Compensation for services provided by the Contractor These decisions will be deemed final and enforceable by DPR staff when the Contractor fails to complete orders required by this Agreement.

2. The Contractor will designate a Program Manager who holds the following authority:  Act as the Contractor’s Representative for work to be provided under this Agreement  Act as the Contractor’s Representative regarding contractual matters relating to this Agreement
If during the course of the Agreement, it is deemed necessary to replace the Program Manager, DPR staff approval is required.
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SECTION VII DEFINITION AND TERMS
General Unless the context otherwise requires, wherever in this RFP or addenda, the following abbreviations and terms, or pronouns in place of them, are used, the intent and meaning shall be interpreted as provided in this Section.

Working titles having a masculine gender, such as “draftsman” and “journeyman” and the pronoun “he”, are utilized in these provisions for the sake of brevity, and are intended to refer to persons of either sex.

Abbreviations ADA Americans with Disabilities Act
CCR California Code of Regulations
DVBE Disabled Veteran Business Enterprise
EPA Environmental Protection Agency
GC Government Code
DPR Department of Pesticide Regulation
PCC Public Contract Code
RFP Request for Proposals
SB Small Business
SOW Scope of Work
Agreement The written agreement covering performance of the work and furnishing of labor, materials, tools, and equipment in providing the work. The Agreement shall include the RFP, Proposal, general and specific terms and conditions, and supplemental agreements which may be required to complete the work in a substantial and acceptable manner.

DPR The California Department of Pesticide Regulation
Consultant The person or persons, firm, partnership, corporation, or combination thereof, which may enter into this Agreement with DPR to provide work pursuant to this RFP or his or their legal representatives.

Contract A legally binding agreement between the state & another entity, public or private, for the provision of goods or services.

Contract Manager A person designated by the responsible state agency or department to manage performance under a contract.

Contractor A party contracting with the awarding agency. Vendor is often used synonymously with contractor.
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DEFINITION AND TERMS CONT.

Director The Director of the Department of Pesticide Regulation, or designees. Any references to Executive Officer shall mean the Director and/or its designated officer.

Disabled Veteran
Business Enterprise
(DVBE Certified)
A business that meets all of the following criteria: (1) at least 51% of the business is owned by one or more disabled veterans or, in a business whose stock is publicly held, at least 51% or more of the stockholders are disabled veterans (2) the management and control of the business are exercised by one or more disabled veterans; (3) the business is domestically owned and its home office is in the United States; and (4) the business has been certified as a DVBE by the State.

Legal Holidays Those days designated as State holidays in the Government Code.

Program Manager Contractor’s representative for all work performed under this Agreement. All official correspondence, reports, submittals, billings, and other work done under this Agreement shall be reviewed and signed by the Program Manager prior to submittal to DPR.

Proposal The description of work proposed by the contractor to the awarding agency to address a business need.

Proposer An entity providing a proposal to the State.

Scope of Work The description of work required of a contractor by the awarding agency.

Small Business
(Certified)
A business that has been certified by the Office of Small Business Certification and Resources, Department of General Services, as a small business as defined in GC 14837 and 2 CCR 1896.

State The State of California.

State Contract Law The Public Contract Code and other applicable laws that form and constitute a part of the provisions of this Agreement to the same extent as if set forth herein in full.

Subcontractor A person or entity which contracts with the Contractor to perform all or a portion of the work as specified in the Scope of Work.
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ATTACHMENTS
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ATTACHMENT A – Cost Proposal Sheets

Proposal Cost Sheet 1
CDPR IPM Grant Rebranding
21-C0101
TASK
NO. BRIEF TASK DESCRIPTION TOTAL TASK COST
(In Figures)
1 Conduct audience segmentation analysis/research $
2 Develop a communications and messaging strategy for DPR $ 3 Design and develop all aspects of a cohesive branding package $ 4 Develop program-specific targeted marketing/outreach plans $ 5 Launch and support the initial six month implementation phase of marketing and outreach plans
$
6 Development and design of any recommended new outreach materials, publications, media
$
Cost Proposal Sheet 1 Subtotal $

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ATTACHMENT A – Cost Proposal Sheets

Proposal Cost Sheet 2
CDPR IPM Grant Rebranding
21-C0101
TASK
NO. BRIEF TASK DESCRIPTION TOTAL TASK COST
(In Figures)
7 Project management support and coordination $
Cost Proposal Sheet 2 Subtotal
Total Cost Proposal
(Sum of Sheets 1 and 2)
$
$
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ATTACHMENT A – Cost Proposal Sheets

Acknowledgement/Authorization
The undersigned acknowledges the submittal of this quote constitutes an irrevocable offer for a ninety (90) day period for DPR to award an Agreement.

Additional acknowledgement is made of receipt of all competitive documents, including Addenda, relating to this Agreement.

The undersigned acknowledges that the Bidder has read all of the requirements set forth in DPR documents and will comply with said provisions.

The undersigned hereby authorizes and requests any person, firm, agency, or corporation to furnish any information requested by DPR in verification of the recitals comprising this Quote and also hereby authorizes DPR to contact such persons, firms, etc., in order to obtain information regarding the undersigned.

The undersigned acknowledges that there are no potential conflicts of interest, as defined in Public Contract Code (PCC) 10410, 10411, and Government Code (GC) 87100, by the submitting firm and/or any Sub-Contractors listed in the Quote.

The undersigned acknowledges that they are eligible to contract with the state pursuant to PCC §10286 and §10286.1.

I declare under penalty of perjury that the foregoing is true and correct.

Name & Title of Authorized
Representative: Contractor Name:

Address: Telephone #:

City, State Zip: Email:

Signature of Authorized
Representative: Date Signed:
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ATTACHMENT B

Proposal Technical Evaluation Scoring Sheet
CDPR IPM Rebranding
RFP 21-C0101
To qualify, the Proposer MUST achieve a minimum overall Technical Score of 80% of maximum points (56).

Contractor/Company
Name:

Proposer’s Score

1. Overall approach and organization - Maximum Score 15 points a. Format of proposal. (5) b. Overall approach and understanding of problems, issues and required tasks. (5) c. Addresses all items in RFP. (5) 2. Methodology - Maximum Score 15 points a. Soundness of proposed methodology. (5) b. Appropriateness of proposed methodology. (5) c. Feasibility of work plan and schedule. (5) 3. Qualifications/Resources - Maximum Score 15 points a. Assigned staff's knowledge and educational
background of the particular project involved. (5) b. Assigned staff's experience and background in similar projects. (5) c. Abilities of assigned staff to conduct the necessary research with proficiency and accuracy and without
omission. (5)
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ATTACHMENT B

4. Past Work - Maximum Score 15 points
(References will be consulted.)
a. Similarity between previous projects and the
project contained in this RFP. (5)
b. The success (including level of completion)
of past projects and any related work record. (5)
c. Recommendations by Project Review Panel of
previous projects. (5)

5. Cost Proposal - Maximum Score 10 points
a. Cost Proposal Sheets detailed to
determine that the proposed expenses are
sufficient to provide service (e.g., Total
Task Cost). (10)
TOTAL TECHNICAL SCORE:
(maximum 70)
__________________________________________
Evaluator’s Name
Evaluator's Signature Date
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ATTACHMENT C
Contractor Status Form
Contractor’s Name County
Address Phone No.

Fax No.

Federal Employer Identification No.

STATUS OF CONTRACTOR PROPOSING TO DO BUSINESS:

Individual Limited Partnership General Partnership Corporation Other INDIVIDUAL:

If a sole proprietorship, state the true name of sole proprietor:

PARTNERSHIP:

If a partnership, list each partner, including limited partners, stating their true name and their interest in the partnership:

CORPORATION:

If a corporation, place and date of Incorporation:

Date corporation was authorized by Secretary of State:

President: Vice-President:

Secretary: Treasurer:

Other Officers:

OTHER: (Explain)

SMALL BUSINESS PREFERENCE
Are you claiming preference as a small business? YES – Attach approval letter from Office of Small Business Certification and Resources
NO
Date you filed for small business preference: Your small business ID No.

NOTE: THIS FORM MUST BE COMPLETED OR YOUR PROPOSAL MAY BE REJECTED 750
Client References

ATTACHMENT D
List at least three (3) client references that can attest to the Proposer’s qualifications to fulfill the requirements of the Scope of Work. List the most recent first. Client references must also be provided for any subcontractors identified in the Proposer’s response. Duplicate and attach additional pages as necessary. If three references cannot be provided, please explain why on an attached sheet of paper.

PROPOSER / SUBCONTRACTOR’S NAME:

REFERENCE 1
Name of Firm
Street Address City State Zip Code
Contact Person Telephone Number
E-Mail Address
Dates of Service Cost of Service
Brief Description of Service Provided
REFERENCE 2
Name of Firm
Street Address City State Zip Code
Contact Person Telephone Number
Dates of Service Cost of Service
E-Mail Address
Brief Description of Service Provided
REFERENCE 3
Name of Firm
Street Address City State Zip Code
Contact Person Telephone Number
Dates of Service Cost of Service
E-Mail Address
Brief Description of Service Provided
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ATTACHMENT E
State of California-Department of General Services, Procurement Division GSPD-05-105 (EST 8/05)

BIDDER DECLARATION
Solicitation Number _

1. Prime bidder information (Review attached Bidder Declaration Instructions prior to completion of this form):
a. Identify current California certification(s) (MB, SB, SB/NVSA, DVBE): or None (lf"None; go to Item #2) b. Will subcontractors be used for this contract? Yes_ No_ (If yes, indicate the distinct element of work your firm will perform in this contract e.g., list the proposed products produced by your firm, state if your firm owns the transportation vehicles that will deliver the products to the State, identify which solicited services your firm will perform,etc.). Use additional sheets, as necessary. c. If you are a California certified DVBE: (1) Are you a broker or agent? Yes_ No (2) If the contract includes equipment rental, does your company own at least 51% of the equipment provided in this contract (quantity and value)? Yes_ No_ N/A _

2. If no subcontractors will be used, skip to certification below. Otherwise, list all subcontractors for this contract. (Attach additional pages if necessary):

Subcontractor Name,Contact Person,
Phone Number & Fax Number
Subcontractor Address
& Email Address
CA Certification
(MB, SB,DVBE or None)
Work performed or goods provided
forthis contract
Corresponding
% of bid price
Good
Standing?
51%
Rental?

CERTIFICATION: By signing the bid response, I certify under penalty of perjury that the information provided is true and correct.

Page of _
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ATTACHMENT F
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ATTACHMENT G
Proposal
Completion Checklist
Please use this checklist to assist in the preparation of your Proposal package to ensure that all required items are included.

Cost Proposal Sheets (Attachment A)
Contractor Status Form (Attachment C)
Client References (Attachment D)
Bidder Declaration (Attachment E)
Completion Checklist (Attachment G)
Copy of Current State Issued License
Personnel Information and Organizational Chart
The following number of PROPOSAL packages must be submitted as the Contractor’s response to this RFP for physical delivery or electronic delivery:

One (1) unbound reproducible original Proposal package marked “original.” 2 copies of Proposal Package.

OR
One (1) Electronic copy of Proposal Package in Adobe Acrobat format.

The following forms are not required at the time of the quote submission but will be required by the successful Contractor during the contract period:

Contractor Certification Clauses (CCC 307)
Recycled Content Certification
Payee Data Record
The following form is only required upon submittal as applicable pursuant to the provisions outlined in Section III, Submittal Requirements:

Certification of Target Area Contract Preference Act
Please note that if any of the required items are missing from the Proposal package, the package will be considered incomplete and will be disqualified from the process.
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