HomeMy WebLinkAbout25B - AGMT MEDIA RELATED SVCSREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
JUNE 5, 2018
TITLE:
APPROVE AGREEMENT WITH
TRIPEPI SMITH AND ASSOCIATES,
INC. FOR COMMUNICATIONS AND
MEDIA RELATED SERVICES
{STRATEGIC PLAN NOS. 4 8r 6}
RECOMMENDED ACTION
CLERK OF COUNCIL USE ONLY:
APPROVED
❑ As Recommended
❑ As Amended
❑ Ordinance on 151 Reading
❑ Ordinance on 2nd Reading
❑ Implementing Resolution
❑ Set Public Hearing For
CONTINUED TO
FILE NUMBER
Authorize the City Manager and Clerk of the Council to execute an agreement with Tripepi Smith
and Associates, Inc. (also known as Tripepi Smith) for on-call communications and media related
services and a communications assessment for a one-year term beginning June 1, 2018 through
June 30, 2019 with the option of two additional one-year extensions for an amount not to exceed
$150,000, subject to non -substantive changes approved by the City Manager and the City
Attorney.
DISCUSSION
Local government agencies typically rely on the expertise of an in-house Strategic Communications
Manager to help reach and engage the community on a variety of different mediums. The City of
Santa Ana has operated without a Strategic Communications Manager for approximately seven
months. In the interim, the Deputy City Manager and the Assistant to the City Manager have filled
the role. In an effort to expand and assess existing communication strategies, the area requires
increased focus. To help address this, the city engaged Tripepi Smith in February, 2018 to help with
communication strategies, media relations, social media engagement, press releases, advertorials,
interview support, and media inquiries. Tripepi Smith has specifically provided support with
Facebook, Instagram, Twitter, and press releases on a variety of topics including homelessness,
traffic failures, infrastructure improvements, and election matters. Their work has earned them good
standing with the city.
In order to continue the ongoing effort to effectively engage and communicate with the residents of
Santa Ana, staff recommends continuing services with Tripepi Smith to assist the city with
communication strategies, media relations, and with the completion of a communications
assessment that evaluates existing communication and engagement strategies on an on-call basis
not to exceed $150,000.
2513-1
Agreement with Tripepi Smith and Associates, Inc. for
Communications and Media Related Services
June 5, 2018
Page 2
Once complete, the communications assessment will provide the city with an outline of existing
communication assets, a gap analysis, and will be used to recruit a new Strategic
Communications Manager.
STRATEGIC PLAN ALIGNMENT
Approval of this item supports the City's efforts to meet the following goals of the Strategic Plan:
Community Health, Livability, Engagement and Sustainability; and Team Santa Ana.
FISCAL IMPACT
The fiscal impact of the services will be in an amount not to exceed $150,000. The funds will be
transferred from Personnel Savings to the following account: 01103010-62300. The fiscal impact
will be incurred between the remainder of Fiscal Year 17-18 and Fiscal Year 18-19.
Fiscal Year
Account
Cost
2017-2018
01103010-62300
$20,000
2018-2019
01103010-62300
$130,000
Total Cost: $150,000
APPROVED AS TO FUNDS AND ACCOUNTS:
ltNtot%t 36 3b
Francisco Gutierrez
Executive Director
Finance and Management Services Agency
Exhibit: 1. Professional Services Agreement — Tripepi Smith and Associates, Inc.
25B-2
AGREEMENT WITH TRIPEPI SMITH & ASSOCIATES, INC. TO PROVIDE
ON-CALL COMMUNICATIONS AND MEDIA RELATED SERVICES
THIS AGREEMENT is made and entered into this 5th day of June, 2018 by and between Tripepi
Smith & Associates, Inc., a California corporation ("Consultant'), and the City of Santa Ana, a
charter city and municipal corporation organized and existing under the Constitution and laws of
the State of California ("City").
RECITALS
A. The City desires to retain a consultant having special skill and knowledge in the field of
public relations and community engagement to provide public relations and strategic
communications services
B. Consultant represents that Consultant is able and willing to provide such services to the
City.
C. City and Consultant entered into a prior Agreement (N-2018-038) on February 22, 2018,
to provide public relations and strategic communications services. This Agreement is
intended to supersede and fully replace the prior agreement.
D. In undertaking the performance of this Agreement, Consultant represents that it is
knowledgeable in its field and that any services performed by Consultant under this
Agreement will be performed in compliance with such standards as may reasonably be
expected from a professional consulting firm in the field.
NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the
terms and conditions hereinafter set forth, the parties agree as follows:
1. SCOPE OF SERVICES
On an as -needed basis, and at the sole discretion of the City, Consultant shall perform
during the term of this Agreement, the tasks and obligations including all labor, materials, tools,
equipment, and incidental customary work required to fully and adequately complete the services
described and set forth in Exhibit A, attached hereto and incorporated by reference.
2. COMPENSATION
a. City neither guarantees any minimum or maximum compensation to Consultant
during the term of this Agreement. Consultant shall be paid only for actual services
performed under this Agreement at the rates and charges identified in Exhibit B. The
total compensation shall not exceed $150,000 during the entire term of this
Agreement, including any extension periods.
b. Payment by City shall be made within 45 days (forty-five) days following receipt of
proper invoice evidencing work performed, subject to City accounting procedures.
Payment need not be made for work which fails to meet the standards of performance
set forth in the Recitals which may reasonably be expected by City.
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25B-3
3. TERM
This Agreement shall commence on June 1, 2018, and continue through June 30, 2019,
unless terminated earlier in accordance with Section 15, below. The term of this Agreement may
be extended for up to two (2) one-year extensions upon a writing executed by the City Manager
and the City Attorney.
4. INDEPENDENT CONTRACTOR
Consultant shall, during the entire term of this Agreement, be construed to be an
independent contractor and not an employee of the City. This Agreement is not intended nor shall
it be construed to create an employer-employee relationship, a joint venture relationship, or to
allow the City to exercise discretion or control over the professional manner in which Consultant
performs the services which are the subject matter of this Agreement; however, the services to be
provided by Consultant shall be provided in a manner consistent with all applicable standards and
regulations governing such services. Consultant shall pay all salaries and wages, employer's social
security taxes, unemployment insurance and similar taxes relating to employees and shall be
responsible for all applicable withholding taxes.
5. OWNERSHIP OF MATERIALS
This Agreement creates a non-exclusive and perpetual license for City to copy, use,
modify, reuse, or sublicense any and all copyrights, designs, and other intellectual property
embodied in plans, specifications, studies, drawings, estimates, and other documents or works of
authorship fixed in any tangible medium of expression, including but not limited to, physical
drawings or data magnetically or otherwise recorded on computer diskettes, which are prepared or
caused to be prepared by Consultant under this Agreement ("Documents & Data"), Consultant
shall require all subcontractors to agree in writing that City is granted a non-exclusive and
perpetual license for any Documents & Data the subcontractor prepares under this Agreement.
Consultant represents and warrants that Consultant has the legal right to license any and all
Documents & Data. Consultant makes no such representation and warranty in regard to
Documents & Data which were provided to Consultant by the City. City shall not be limited in
any way in its use of the Documents and Data at any time, provided that any such use not within
the purposes intended by this Agreement shall be at City's sole risk.
6. INSURANCE
Prior to undertaking performance of work under this Agreement, Consultant shall maintain
and shall require its subcontractors, if any, to obtain and maintain insurance as described below:
a. Commercial General Liability Insurance. Consultant shall maintain commercial
general liability insurance naming the City, its officers, employees, agents,
volunteers and representatives as additional insured(s) and shall include, but not be
limited to protection against claims arising from bodily and personal injury,
including death resulting therefrom and damage to property, resulting from any act
or occurrence arising out of Consultant's operations in the performance of this
Agreement, including, without limitation, acts involving vehicles, The amounts of
insurance shall be not less than the following: single limit coverage applying to
Page 2 of 8
25B-4
bodily and personal injury, including death resulting therefrom, and property
damage, in the total amount of $1,000,000 per occurrence, with $2,000,000 in the
aggregate. Such insurance shall (a) name the City, its officers, employees, agents,
and representatives as additional insured(s); (b) be primary and not contributory
with respect to insurance or self-insurance programs maintained by the City; and
(c) contain standard separation of insureds provisions.
b. Business automobile liability insurance, or equivalent form, with a combined single
limit of not less than $1,000,000 per occurrence. Such insurance shall include
coverage for owned, hired and non -owned automobiles.
C. Worker's Compensation Insurance. In accordance with the provisions of Section
3700 of the Labor Code, Consultant, if Consultant has any employees, is required
to be insured against liability for worker's compensation or to undertake self-
insurance. Prior to commencing the performance of the work under this
Agreement, Consultant agrees to obtain and maintain any employer's liability
insurance with limits not less than $1,000,000 per accident.
d. If Consultant is or employs a licensed professional such as an architect or engineer:
Professional liability (errors and omissions) insurance, with a combined single limit
of not less than $1,000,000 per claim with $2,000,000 in the aggregate.
e. The following requirements apply to the insurance to be provided by Consultant
pursuant to this section:
i. Consultant shall maintain all insurance required above in full force and
effect for the entire period covered by this Agreement.
ii. Certificates of insurance shall be furnished to the City upon execution of
this Agreement and shall be approved by the City.
iii. Certificates and policies shall state that the policies shall not be canceled or
reduced in coverage or changed in any other material aspect without thirty
(30) days prior written notice to the City.
iv. Where the amounts or coverage provided by the certificates of insurance
provides coverage greater than those listed by this Agreement, the amounts
provided by the certificates of insurance shall be incorporated by reference
into the Agreement.
V. Consultant shall supply City with a fully executed additional insured
endorsement,
f. If Consultant fails or refuses to produce or maintain the insurance required by this
section or fails or refuses to furnish the City with required proof that insurance has
been procured and is in force and paid for, the City shall have the right, at the City's
election, to forthwith terminate this Agreement. Such termination shall not affect
Consultant's right to be paid for its time and materials expended prior to notification
of termination. Consultant waives the right to receive compensation and agrees to
indemnify the City for any work performed prior to approval of insurance by the
City.
Page 3 of 8
25B-5
INDEMNIFICATION
Consultant agrees to defend, and shall indemnify and hold harmless the City, its officers,
agents, employees, contractors, special counsel, and representatives from liability: (1) for personal
injury, damages, just compensation, restitution, judicial or equitable relief arising out of claims for
personal injury, including death, and claims for property damage, which may arise from the
negligent operations of the Consultant, its subcontractors, agents, employees, or other persons
acting on its behalf which relates to the services described in section I of this Agreement; and (2)
from any claim that personal injury, damages, just compensation, restitution, judicial or equitable
relief is due by reason of the terms of or effects arising from this Agreement. This indemnity and
hold harmless agreement applies to all claims for damages, just compensation, restitution, judicial
or equitable relief suffered, or alleged to have been suffered, by reason of the events referred to in
this Section or by reason of the terms of, or effects, arising from this Agreement. The Consultant
further agrees to indemnify, hold harmless, and pay all costs for the defense of the City, including
fees and costs for special counsel to be selected by the City, regarding any action by a third party
challenging the validity of this Agreement, or asserting that personal injury, damages, just
compensation, restitution, judicial or equitable relief due to personal or property rights arises by
reason of the terms of, or effects arising from this Agreement. City may make all reasonable
decisions with respect to its representation in any legal proceeding. Notwithstanding the foregoing,
to the extent Consultant's services are subject to Civil Code Section 2782.8, the above indemnity
shall be limited, to the extent required by Civil Code Section 2782.8, to claims that arise out of,
pertain to, or relate to the negligence, recklessness, or willful misconduct of the Consultant.
8. INTELLECTUAL PROPERTY INDEMNIFICATION
Consultant shall defend and indemnify the City, its officers, agents, representatives, and
employees against any and all liability, including costs, for infringement of any United States'
letters patent, trademark, or copyright infringement, including costs, contained in the work product
or documents provided by Consultant to the City pursuant to this Agreement.
9. RECORDS
Consultant shall keep records and invoices in connection with the work to be performed
under this Agreement. Consultant shall maintain complete and accurate records with respect to
the costs incurred under this Agreement and any services, expenditures, and disbursements
charged to the City for a minimum period of three (3) years, or for any longer period required by
law, from the date of final payment to Consultant under this Agreement. All such records and
invoices shall be clearly identifiable. Consultant shall allow a representative of the City to
examine, audit, and make transcripts or copies of such records and any other documents created
pursuant to this Agreement during regular business hours. Consultant shall allow inspection of all
work, data, documents, proceedings, and activities related to this Agreement for a period of three
(3) years from the date of final payment to Consultant under this Agreement.
10. CONFIDENTIALITY
If Consultant receives from the City information which due to the nature of such
information is reasonably understood to be confidential and/or proprietary, Consultant agrees that
it shall not use or disclose such information except in the performance of this Agreement, and
Page 4 of 8
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further agrees to exercise the same degree of care it uses to protect its own information of like
importance, but in no event less than reasonable care. "Confidential Information" shall include all
nonpublic information. Confidential information includes not only written information, but also
information transferred orally, visually, electronically, or by other means. Confidential
information disclosed to either party by any subsidiary and/or agent of the other party is covered
by this Agreement. The foregoing obligations of non-use and nondisclosure shall not apply to any
information that (a) has been disclosed in publicly available sources; (b) is, through no fault of the
Consultant disclosed in a publicly available source; (c) is in rightful possession of the Consultant
without an obligation of confidentiality; (d) is required to be disclosed by operation of law; or (e)
is independently developed by the Consultant without reference to information disclosed by the
City.
11. CONFLICT OF INTEREST CLAUSE
Consultant covenants that it presently has no interests and shall not have interests, direct
or indirect, which would conflict in any manner with performance of services specified under this
Agreement.
12. DISCRIMINATION
Consultant shall not discriminate because of race, color, creed, religion, sex, marital status,
sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by
applicable law, in the recruitment, selection, training, utilization, promotion, termination or other
employment related activities. Consultant affirms that it is an equal opportunity employer and shall
comply with all applicable federal, state and local laws and regulations.
13. EXCLUSIVITY AND AMENDMENT
This Agreement represents the complete and exclusive statement between the City and
Consultant, and supersedes any and all other agreements, oral or written, between the parties. In
the event of a conflict between the terms of this Agreement and any attachments hereto, the terms
of this Agreement shall prevail. This Agreement may not be modified except by written instrument
signed by the City and by an authorized representative of Consultant. The parties agree that any
terms or conditions of any purchase order or other instrument that are inconsistent with, or in
addition to, the terms and conditions hereof, shall not bind or obligate Consultant or the City. Each
party to this Agreement acknowledges that no representations, inducements, promises or
agreements, orally or otherwise, have been made by any party, or anyone acting on behalf of any
party, which is not embodied herein.
14. ASSIGNMENT
Inasmuch as this Agreement is intended to secure the specialized services of Consultant,
Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior
written consent of the City and any such assignment, transfer, delegation or subcontract without
the City s prior written consent shall be considered null and void. Nothing in this Agreement shall
be construed to limit the City's ability to have any of the services which are the subject to this
Agreement performed by City personnel or by other consultants retained by City.
Page 5 of 8
25B-7
15. TERMINATION
This Agreement may be terminated by the City upon thirty (30) days written notice of
termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant
compensation for all services performed by Consultant prior to receipt of such notice of
termination, subject to the following conditions:
a. As a condition of such payment, the Executive Director may require Consultant to
deliver to the City all work product(s) completed as of such date, and in such case
such work product shall be the property of the City unless prohibited by law, and
Consultant consents to the City's use thereof for such purposes as the City deems
appropriate.
b. Payment need not be made for work which fails to meet the standard of
performance specified in the Recitals of this Agreement.
16. WAIVER
No waiver of breach, failure of any condition, or any right or remedy contained in or
granted by the provisions of this Agreement shall be effective unless it is in writing and signed by
the party waiving the breach, failure, right or remedy. No waiver of any breach, failure or right, or
remedy shall be deemed a waiver of any other breach, failure, right or remedy, whether or not
similar, nor shall any waiver constitute a continuing waiver unless the writing so specifies.
17. JURISDICTION -VENUE
This Agreement has been executed and delivered in the State of California and the validity,
interpretation, performance, and enforcement of any of the clauses of this Agreement shall be
determined and governed by the laws of the State of California. Both parties further agree that
Orange County, California, shall be the venue for any action or proceeding that may be brought or
arise out of, in connection with or by reason of this Agreement,
18. PROFESSIONAL LICENSES
Consultant shall, throughout the term of this Agreement, maintain all necessary licenses,
permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder
and required by the laws and regulations of the United States, the State of California, the City of
Santa Ana and all other governmental agencies. Consultant shall notify the City immediately and
in writing of its inability to obtain or maintain such permits, licenses, approvals, waivers, and
exemptions. Said inability shall be cause for termination of this Agreement.
19. MISCELLANEOUS PROVISIONS
a. Each undersigned represents and warrants that its signature herein below has the
power, authority and right to bind their respective parties to each of the terms of
this Agreement, and shall indemnify City fully, including reasonable costs and
attorney's fees, for any injuries or damages to City in the event that such authority
or power is not, in fact, held by the signatory or is withdrawn
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b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully
set forth in the body of this Agreement.
20. NOTICE
Any notice, tender, demand, delivery, or other communication pursuant to this Agreement
shall be in writing and shall be deemed to be properly given if delivered in person or mailed by
first class or certified mail, postage prepaid, or sent by fax or other telegraphic communication in
the manner provided in this Section, to the following persons:
To City:
Clerk of the City Council
City of Santa Ana
20 Civic Center Plaza (M-30)
P.O. Box 1988
Santa Ana, CA 92702-1988
Fax: 714- 647-6956
With courtesy copies to:
City Manager
City of Santa Ana
20 Civic Center Plaza (M-31)
P.O. Box 1988
Santa Ana, California 92702
Fax: 714-647-6954
To Consultant:
Tripepi Smith & Associates, Inc.
Attn: Chief Executive Officer
P.O. Box 52152
Irvine, CA 92619
A party may change its address by giving notice in writing to the other party. Thereafter,
any communication shall be addressed and transmitted to the new address. If sent by mail,
communication shall be effective or deemed to have been given three (3) days after it has been
deposited in the United States mail, duly registered or certified, with postage prepaid, and
addressed as set forth above. If sent by fax, communication shall be effective or deemed to have
been given twenty-four (24) hours after the time set forth on the transmission report issued by the
transmitting facsimile machine, addressed as set forth above. For purposes of calculating these
time frames, weekends, federal, state, County or City holidays shall be excluded.
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25B-9
IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first
above written.
ATTEST:
Maria D. Huizar
Clerk of the Council
APPROVED AS TO FORM:
SONIA R. CARVALHO
City Attorney
By: /rv.^,sem
J OHN64.FUNK
Assistant City Attorney
CITY OF SANTA ANA
Raul Godinez II
City Manager
TRIPEPI SMITH & ASSOCIATES:
By:
Title:
25B-10
Page 8 of 8
EXHIBIT A
SCOPE OF SERVICES
25B-11
Exhibit A
City of Santa Ana
Public Relations and Community
Engagement Support Expansion
April 2018
Submitted by Ryder Todd Smith and Jon Barilone
TRIPEPI SMITH Version 1.0
marketing • technology • public affairs
25B-12
u
Table of Contents
COVERLETTER....................................................................
STATEMENT OF EXPERIENCE ............................................
QUALIFICATIONS OF STAFF ..............................................
METHODOLOGY AND APPROACH ...............................:....
PROPOSED FEES FOR AD HOC WORK ..............................
FIX PROJECT WORK............................................................
CONCLUSION.....................................................................
RESUMES.......................................... .......... I .............. I.........
25B-13
...... ... .......................... I................ 3
.................................................... 4
.................................................... 7
......................... I.......................... 9
.................................................. 12
.................................................. 14
.................................... I............. 15
..................................................16
TRIPEPI SMITH
marketing • technology • public affairs
COVER LETTER
Thank you for this opportunity to submit a proposal to provide additional public relations and
community engagement services forthe City of Santa Ana. We have thoroughly enjoyed a couple
intense days of work with the City and have marveled at the progress the City has made on several
fronts in the last couple months. Telling your story of success to the media and helping to identify
core messages and talking points has been intellectually stimulating. We welcome the opportunity
to do more!
Based upon our initial engagement and feedback from staff, Tripepi Smith is proposing additional
scope for our engagement that we can price on a fixed basis and that has a concrete deliverable.
First, we propose to execute one of our Communication Calendar Creation sessions with senior staff
at the City. Second, we propose to execute one of our Communication Assessments for the City that
provides a top -to -bottom summary and review of the City's communications and makes a series of
recommendations for improvement. Meanwhile, we will continue to provide ad hoc support as
needed and work with you to develop a solid job description and support outreach efforts for hiring
a new Public Information Officer (PIO).
Based on feedback, we believe we are adding value in the work we have done so far and there is,
based on our observations, a lot more to do. Let's go do it.
Regards,
Ryder Todd Smith
Co -Founder & Chief Executive Officer
25B-14
TRIPEPI SMITH
marketing • technology • public affairs
STATEMENT OF EXPERIENCE
Qualifications Overview
Founded in 2000 and incorporated in 2002 as a California
Corporation, Tripepi Smith is based in Orange County. Our
firm understands California, the people, the nuances and
differences between the various regions, both politically
and personally.
Tripepi Smith operates in a virtual office environment. No
single set of walls will contain this team. Being virtual allows
us to engage the right talent at the right time, and it
enables us to operate more efficiently to save money for
our clients. That said, the team -11 members strong,
composed of policy wonks, creative message developers,
technology gurus, and graphic & fine artists—is located
throughout Southern and Northern California.
Tripepi Smith is unique in its mix of three key areas: marketing, technology and public affairs. The
firm's clients include a number of nonprofits, public agencies and private companies that operate
within the public sector. Much of messaging, outreach and advancing policy happens through digital
communications—an area traditional public affairs firms have not been quick to adopt. Yet, Tripepi
Smith has jumped in deep with online technologies to bring tools that are more common in the
private sector to public agencies. Of note is that the Tripepi Smith team includes people who are
certified in social media marketing by Hootsuite, are Facebook Blueprint Certified, and have been
certified in Google Analytics through Google—and our firm, as a whole, has achieved Google
Partner status.
Yet, despite a focus on technologies, the firm is deeply committed to understanding our clients and
key messaging. Through regular conference participation, training and formal classroom work,
members of the Tripepi Smith team are sanguine about public policy and the California political
landscape, which makes our efforts to implement communications efforts and messaging more
efficient and helps us add value for our clients.
121
25B-15
TRIPEPI SMITH
marketing • technology • public affairs
Tripepi Smith recognizes the important interplay of
technology, marketing and public affairs. We understand the
nuances of disseminating messages and how the use of
websites, email and social media by organizations can build
two-way communication with audiences. Tripepi Smith's
understanding of key influencers, knowledge of government
structure and familiarity with common issues/policies enables
us to hit the ground running with clients in the public affairs
world.
"Ryder Smith has been a key asset
to the California City Management
Foundation, I am impressed by the
diversity of support he offers and his
ability to anticipate opportunities and
position us well. Ryder is top notch!"
- Wade McKinney, President,
California City Management
Foundation
The firm has capabilities that span the technology and communications world, including:
• Strategic messaging
• Media relations
• Website development
• Full-service graphic design
• Ongoing website support
• Holistic brand development
• Website analytics and social media
metric evaluation
• Email campaign management and
execution
• Social media management
• Full video production/editing/distribution,
particularly as optimized for the Internet
• Photography production/editing
• Google AdWords, Linkedln and Facebook
advertising campaigns
• Website Search Engine Optimization (SEO)
Tripepi Smith is a committed partner with local government. Tripepi Smith is present at nearly every
industry event in local government for California. Tripepi Smith Principal Ryder Todd Smith is a
frequent speaker at local government conferences. Tripepi Smith is a supporter of the League of
California Cities, California Contract Cities Association, Institute for Local Government, Municipal
Management Association of Northern California, Municipal Management Association of Southern
California and a frequent supporter of city manager gatherings and chapter events. No firm in
California is more omnipresent and engaged with the city manager community than Tripepi Smith.
25B-16
TRIPEPI SMITH
marketing • technology • public affairs
Tripepi Smith Advantages
Tripepi Smith is a unique firm. Our mix of technical prowess and policy competency can make it hard
to grasp our competitive advantages over other firms, so we made it easy. In addition to our
demonstrated experience and solid references, here are four reasons to work with Tripepi Smith that
differentiate us from other firms and individuals who may be in the running for this contract.
1. No other public affairs firm in California (that we can find) has the certifications in social media
and digital platforms that Tripepi Smith has. These certifications evidence our superior
understanding of these platforms relative to others.
2. The breadth of Tripepi Smith's team enables us to cover everything from policy to
photography and videography. This is rare and provides a cohesive single team to work with
that simplifies management for your staff and ensures we can execute on a complete picture.
Plus, we have people with special skills who can deliver on aspects of a more holistic
communications effort.
3. Tripepi Smith is geographically attractive and can arrive onsite in a hurry during a media crisis.
Our lead senior person we propose to use on this engagement lives in Aliso Viejo. Our key
principal lives in Tustin.
4. As a team, Tripepi Smith is available to our clients 24 hours per day. There's no "bad time" to
call or email us, and our response will be immediate and engaged on the issue at hand. Our
philosophy is that if you are calling us at 2:00 in the morning, that is likely when you need us
most.
F1
2513-17
TRIPEPI SMITH
marketing • technology • public affairs
QUALIFICATIONS OF STAFF
It is anticipated that Director Jon Barilone will be the team lead on the project. Jon will handle
logistics, coordination and project management. Tripepi Smith Principal Ryder Todd Smith will make
council presentation, facilitate community discussions and actively participate with senior staff in
ideation and brainstorming discussions. Business Analyst Melanie James will help bring ideas to life
visually through graphic design, while also assisting Jon with various marketing tasks. Junior Business
Analyst Karen Villasenor will provide additional project management support, research support and
documentation. Additional TS resources will be brought to the table when needed to aid the City in
telling its story. Rates are all resources remain the same as the current ad hoc engagement.
Ryder Smith Ryder Todd Smith has a mixed. background in the worlds.of
President & Co -Founder gove.mment'relations, technologyand marketing. He served as the
Contact: SVP of operations and Chief Information Officer fora software-as-a-
ryder@tripepismith.com service startup in -t ' he financial services sector. Prior.to that,'he was
the Technology Mnager for a regional staffing firm. Ryder leads
Tripepi Smith and is the ultimate project owner on,:all work handled
by the firm. He is the creator:of the City Internet Strategies Study
and a frequent speaker on the local government circuit on local
government use of the Internet to engage and connect.with
residents. He is a resident of Tustin, where he serves on the Planning
Commission. Ryder graduated from Claremont McKenna College
with a Bachelor of Arts in Politics -Philosophy -Economics and a dual
degree in Economics.
Jon Badlone Jon Barilone has a wide-ranging knowledge and skill set from years
Director of Internet marketing and marketing communications work in a
Contact: variety of industry verticals. Jon's professional background includes
jon@tripepismith.com search engine optimization and advertising, website content
management, content writing and editing, product marketing
management, and significant experience with social media
marketing and community management. Jon graduated from
Claremont McKenna College with a Bachelor of Arts in Literature.
25B-18
TRIPEPI SMITH
marketing • technology • public affairs
Melanie James
Melanie James is a project,manager, social, media'ma0h,'web"site
Business Analyst
manipulaiorand skilledgraphic artist She has quickly developed a.: _
Contact:.
full suite ofk?eatiyhy'skills rooted ihherformal,graphicorts
melanie@tripepismith.com
education Her skills cover the full Adobe'Creative Swte and; into
HTML, CSS and JavaScopt Sherhas worked on websites'for:,DLJ
Finanael;;Muniapal, Management Association of,Northem California,'
Inland Empire Uiiiiiies Agency,;Urban,F.utures Inc `Associati'on of
California Cities -.Orange County grid South Orange;County
Wastewater Authority. She has`also supported video production on
projects with San Leandro and'Fountain Valley Additionally,;shehos_,
supporied,out reach and marketing work for City of;Tracy;and,City of
Fountain Valley ,She is a Hootsuite Certified Social, Media Marketer .
Karen Villasenor
Karen Villasenor has always hada passion for local government and
Junior B,usiness Analyst
turned that into an internship with the City of Walnut while attending
Contact:
Cal Poly Pomona. She graduated with a Bachelor of Science in
karen@tripepismith.com
Communication and leveraged those skills as she continued her
internship with the City. She has demonstrated specific interest in
the use of communications in local government as evidenced by her
managing significant elements of the Walnut's communication
activities as she grew her responsibilities in Walnut. Additionally,
Karen has gained a global view on city policy as.she provides lead
support for the Tripepi Smith Agenda Monitoring service wherein
she reviews over 300 agendas from over 200 public agencies every
month for Tripepi Smith clients. Karen certified in Google Analytics,
Google Adwords, Facebook Blueprint and Hootsuite Social Media
Marketing.
See Appendix A for Resumes
All of the aforementioned employees are fulltime associates with Tripepi Smith.
2513-19
TRIPEPI SMITH
marketing • technology • public affairs
METHODOLOGY AND APPROACH
Tripepi Smith begins every engagement with a kickoff meeting with senior staff. The meeting will
focus on defining success and planning steps over the course of the engagement.
Tripepi Smith envisions our role in this contract as a public relations and communications partner in
the following ways:
• Provide communications support and direction to the City regarding community
strengths, messaging, media relations, outreach and crisis management
• Facilitate creation of a communications calendar that unifies messaging across
platforms and departments, ensuring a clear city voice
• Coordinate communications and messaging between departments
• Work with staff to manage and develop proactive media relations efforts
• Work with staff to manage social media channels daily and ensure staff is up-to-date on
latest technological tools
• Monitor social media platforms and advise the City on best practices for
communicating with the public across all platforms
• Measure outreach breadth and engagement with Google Analytics and other tools
• Develop articles, press releases, opinion columns, advertorials and/or pitches to
promote on various targeted media outlets as requested
• Manage media interviews, broadcast appearances, phone/interviews for the City, along
with developing scripts and providing interview preparation
• Act as a liaison for any media or city partners and influencers and acting as a
clearinghouse for media -related inquires
• Assist with content development for radio, cable, or TV and promote on City's website,
social media, and YouTube Channel
o Ensure that content, whether organically produced or from city influencers, will
be consistent with City branding
Services Proposed by Tripepi Smith
Tripepi Smith offers a complete set of services to effectively function as the City's Public Relations
and Community Outreach partner. Our firm is able to cover policy matters from content production
through face-to-face community engagement. The following examples of work have been executed
by members of our team, including those identified above:
2513-20
TRIPEPI SMITH
marketing - technology - public affairs
Policy Strategy Expertise — Tripepi Smith can use its knowledge of policy matters and develop key
talking points that align with areas of interest for the City.
Example Work: Tripepi Smith (Ryder Todd Smith) supported community education efforts related
to a storm water parcel tax measure in the City of Culver City. Measure CW was passed with
more than 73 percent support. Tripepi Smith coordinated the messaging, graphic design and
digital efforts for resident education on the measure.
Measure Page: htt_T://bid/2DgTYE1
Example Work: Tripepi Smith (Melanie James & Ryder Todd Smith) supported community
education efforts related to the Fountain Valley Crossing Specific Plan effort. This included
assembly of a FAQ to address community misinformation.
FAQ Page: http://www.fountainvalley.org/Faq.aspx?QID=277
Graphic Design Management — Tripepi Smith has two fulltime in-house graphic artists with access to
the complete Adobe Creative Suite. Our artists' experience working in public affairs expedites their
development process and reduces the possibility of design direction being lost in translation.
Example Work: For the City of Millbrae, Tripepi Smith (Melanie) created a series of flyers and
online ads to promote their Water Utility Infrastructure Study Sessions. The City used these to
help inform their community about the issues with the current system and the impacts and needs
of replacing pipes and pumps.
First Session Flyer: http://bit.ly/2z7hU9F
Second Session Flyer: http://bit.ly/2kQUIHC
Third Session Flyer: 'http://bit.1�L/2COZUD1
Sample Facebook Advertisement for Third Session: http://bit.ly/2kUwOpY
Tripepi Smith also produced a postcard for their sewer modernization public workshop. The goal
of the postcard was to inform all Millbrae residents about the workshop so they could attend and
learn about the program's goals: htto://bit:1y/2o0JaXy
10
2513-21
TRIPEPI SMITH
marketing • technology - public affairs
Content Production Support— Tripepi Smith can write content that uses less -technical terminology
to make material more approachable and helpful to the average member of the community.
Example Work: Tripepi Smith (Katherine Griffiths and Karen Villasenor) does all the work
associated with the quarterly newsletter for the City of La Canada Flintridge. That work includes
not only design layout and print management, but also the editorial calendar and writing all
content based on subject -matter -expert interviews with the staff. We have been responsible for
every article and newsletter found here: http://www.lcf.ca,00v/vista
Video Production Support — Tripepi Smith can work with existing video production resources on -staff
or bring in our own services to generate video content to supplement the content materials we
produce to reach as broad an audience as possible.
Example Work:
Construction Project Video: http://bit.ly/2Bq.vnzi
Public Safety Video for City of La Canada Flintridge: https://vimeo.com/212468425
La Canada Flintridge Anniversary Video: htti2s://vimeo.com/211588655
Claremont Police Station Tour Video: https://youtu.be/ 3EJfWtBcNs
Digital Platform Dominance —Tripepi Smith has certified team members who are masters of social
media platforms. Their experience and knowledge can help the City leverage various digital
platforms to cost-effectively deliver information to target audiences. Tripepi Smith has experience
with multiple website content management systems and can directly support staff in adding or
managing content on the website, if needed.
Example Work:
Tripepi Smith (Jon Barilone) executes 90 percent of the postings on the Culver City Facebook
Page: https://www.facebook.com/CityOfCulverCity/
Our work has resulted in huge increases in audiences and engagement. Tripepi Smith also
monitors various social media channels for Culver City and implemented the City's Nextdoor
Agency Page.
Event Management and Facilitation — Tripepi Smith can leverage its breadth of skills to promote
community forums and drive attendance. At the event, we can provide facilitation and coordination
to seek a productive and informed conversation with attendees.
Example Work:
Tripepi Smith (Ryder Todd Smith) Community Forum Facilitation Meeting at City of Millbrae
on Sewer Modernization Project: https://youtu.be/0yd64H1 RZ-8?t=2m28s
11
25B-22
TRIPEPI SMITH
marketing • technology • public affairs
Tripepi Smith (Melanie James and Katherine Griffiths) led the project management, marketing
and event coordination for the 2017 Regional Mayor's Summit—an effort to bring various
government agencies together in the San Gabriel Valley to coordinate on policy issues. The
one -day event drew nearly 300 attendees. Tripepi Smith handled the branding, signage,
website and invitations, and supported speaker coordination:
https7//www,recjionalmayorssummit.com/
Media Outreach –Tripepi Smith is comfortable working with the media to both inform them to
ensure accuracy in their reporting and to encourage their coverage of key City messages and
responses to various news items.
Example Work:
Tripepi Smith (Jon Barilone and Ryder Todd Smith) assisted the City Attorney's Office with a
press release on LAX Settlement for Culver City: http://bit.ly/2BozfRr
When the Millbrae Community Center burned down and was rebuilt, Tripepi Smith (Trent
Sunahara and Ryder Todd Smith) executed a dedicated webpage ( http://bit.ly/2tJRs8a ) that
included a series of news releases detailing all aspects of the process, beginning with the
aftermath of the fire.
Tripepi Smith also writes two monthly news releases when required for the City of La Canada
Flintridge (Katherine Griffiths and Ryder Todd Smith) that provide coverage of community
events and accomplishments: http://bit.ly/2BP5icL. http://bit.ly/2BdCxDb
PROPOSED FEES FOR AD HOC WORK
The City has requested interim support with a broad set of objectives. As such, there is a need for
flexibility and to use Tripepi Smith on an ad hoc basis as needed.
Tripepi Smith recognizes that, if the City does a larger volume of work with Tripepi Smith, then it
should experience a reduction in hourly rate fees. As such, for any work that Tripepi Smith does in z
given month over $4,000, Tripepi Smith will discount that work by 15%. For example, if we bill
$6,000 for the month, the invoice will be discounted by $300. Time at Tripepi Smith is billed in 15 -
minute increments – i.e. we invoice our time in the following examples: 1.25, 0.75, 4.0 or 6.5 hours.
Based upon our work in February and March with the City and anticipating a deeper, routine and
more proactive engagement going forward, the City should estimate $7,250 a month in costs for the
ad hoc work with Tripepi Smith.
12
2513-23
TRIPEPI SMITH
marketing • tcchnology • public affairs
Ad Hoc rates are as follows:
Resource
Standard Rates
TSA'Pnncipal
$230
TSA Director
.TSA Senior Business Analyst
i $170
,$140
TSA Business Analyst
$90
TSA'Junior BusinessAnalyst,
$65 ,
TSA Photographer/Cameraman/Editor I
$90
Senior Graphic Artist
$105
Graphic Artist
$90
Other Fees
Because Tripepi Smith offers a broad set of services, including extensive content production, we
have some other content production -related fees that may come up during the course of our
engagement which we want to tell you about.
Equipment Fees
Tripepi Smith offers some services that require equipment, such as drone operations and video
production. As such, in those cases, the following rates apply:
$500 for a full day of video equipment use (includes full set of video equipment). "Full day' is
defined as a shoot lasting more than five (5) hours. $300 for a half day of video equipment use. "Half
day" is defined as anything up to four (4) hours of video production. All such expenses will be
authorized by the client prior to fee being assessed.
$500/day drone fee applies and is not inclusive of the drone operator time (videographer rate).
Printing Fees
Tripepi Smith is happy to use a printer of the client's choosing for print production work, or to
recommend a printer with whom we have experience. Tripepi Smith typically has the printer bill the
client directly for work. Tripepi Smith makes no money on print services and has no economic
interest in the selected print vendor other than ensuring quality and fair pricing for our clients.
13
25B-24
TRIPEPI SMITH
marketing • technology • public affairs
Digital Advertising Fees
Tripepi Smith is a Google Partner, Constant Contact Solution Provider, and has Facebook Certified
staff. We consider digital platforms to be a cornerstone element of outreach strategy; often, this
comes with digital advertising fees. Tripepi Smith typically uses a client's credit card to cover such
fees, and those fees are impossible to estimate at this time without our firm being engaged in the
work with the team at the City. When Tripepi Smith uses its credit card to pay for digital advertising,
we apply a 10 percent agency fee to the costs to recover our accounting and management oversight
of the services.
FIX PROJECT WORK
City Staff have asked for a specific deliverables that Tripepi Smith offer a fixed price to execute:
1. Execution of a communications assessment of the entire organization
Integrated with our ad hoc work, but separate in pricing from that work, Tripepi Smith's fixed price
will be invoiced separately from our ad hoc work with the City.
Communications Assessment
The City has acknowledged a need to better understand the totality of its current external
communication strategies, processes and tactics. Tripepi Smith's Communication Assessment process
provides this knowledge through a series of interviews with staff, council and community partners, as well
as an analysis of social media presence and platforms in the community. Then, based on that analysis, we
provide a deep dive of customized recommendations with specific action items called out for city staff to
take action on.
Tripepi Smith will be onsite for four days conducting interviews and reviewing details of the City for
up to 9 hours each day. Tripepi Smith will execute interviews with up to 30 people over the four
days. We will also conduct up to 5 additional phone -based or digital communication interviews. This
will result in a total of 35 different people interviewed.
Tripepi Smith will be onsite for the following:
• Interviews
• Presentation to Staff and/or Council
Total process will take up to 4 months from the first day onsite.
Pricing is $33.500
The following payment schedule will apply for the work:
• 25% at kickoff of the project
• 25% at completion of the interviews and onsite four-day visit
14
25B-25
TRIPEPI SMITH
marketing • technology • public affairs
• 25% at delivery of a draft report
• 25% within 45 days of delivery of draft report or acceptance of final report and presentation by Tripepi
Smith staff, whichever happens first.
At the conclusion of the Communications Assessment, Tripepi Smith will deliver a report to the City
Staff and/or City Council or a City Council Subcommittee. The reports are typically between 45 and
100 pages in length; Tripepi Smith will also provide a shortened "Executive Summary" version that
highlights key observations and recommendations. Prior client cities that have participated in the
Communications Assessment include: La Canada Flintridge, Town of Windsor, City of Cupertino,
City of Saratoga, City of Norwalk and City of Paramount.
CONCLUSION
Tripepi Smith is deeply interested in the opportunity to expand our work with the City of Santa Ana.
There is an excellent foundation upon which to build and the story of Santa Ana is certainly
compelling. It seems clear that the City knows it needs to communicate more strongly, particularly in
regard to addressing community misinformation and media relations. This strikes at the core of our
experience and certifications in leveraging multiple platforms for honest and informed dialogue.
We are already thankful for the opportunity to be working with the City. It has been exciting to work
hand-in-hand with the City Manager's office and other departments on timely messaging. We look
forward to both the Communications Calendar and the Communications Assessment and their
combined ability to help the City focus (and enhance) its outreach and engagement efforts.
15
25B-26
EXHIBIT B
COMPENSATION
Fee Proposal including hourly rates if applicable
25B-27
TRIPEPI SMITH
marketing • technology • public affairs
Tripepi Smith (Melanie James and Katherine Griffiths) led the project management, marketing
and event coordination for the 2017 Regional Mayors Summit—an effort to bring various
government agencies together in the San Gabriel Valley to coordinate on policy issues. The
one -day event drew nearly 300 attendees. Tripepi Smith handled the branding, signage,
website and invitations, and supported speaker coordination:
https://www.reciionalmayorssummit.com/
Media Outreach –Tripepi Smith is comfortable working with the media to both inform them to
ensure accuracy in their reporting and to encourage their coverage of key City messages and
responses to various news items.
Example Work:
Tripepi Smith (Jon Baritone and Ryder Todd Smith) assisted the City Attorney's Office with a
press release on LAX Settlement for Culver City: http://bit.ly/2BozfRr
When the Millbrae Community Center burned down and was rebuilt, Tripepi Smith (Trent
Sunahara and Ryder Todd Smith) executed a dedicated webpage ( http://bit.ly/2tJRs8a ) that
included a series of news releases detailing all aspects of the process, beginning with the
aftermath of the fire.
Tripepi Smith also writes two monthly news releases when required for the City of La Canada
Flintridge (Katherine Griffiths and Ryder Todd Smith) that provide coverage of community
events and accomplishments: http://bit.ly/2BP5icL. http://bit.ly/2BdCxD6
PROPOSED FEES FOR AD HOC WORK
The City has requested interim support with a broad set of objectives. As such, there is a need for
flexibility and to use Tripepi Smith on an ad hoc basis as needed.
Tripepi Smith recognizes that, if the City does a larger volume of work with Tripepi Smith, then it
should experience a reduction in hourly rate fees. As such, for any work that Tripepi Smith does in a
given month over $4,000, Tripepi Smith will discount that work by 15%. For example, if we bill
$6,000 for the month, the invoice will be discounted by $300. Time at Tripepi Smith is billed in 15 -
minute increments– i.e. we invoice our time in the following examples: 1.25, 0.75, 4.0 or 6.5 hours.
Based upon our work in February and March with the City and anticipating a deeper, routine and
more proactive engagement going forward, the City should estimate $7,250 a month in costs for the
ad hoc work with Tripepi Smith.
12
25B-28
TRIPEPI SMITH
marketing • technology • public affairs
Ad Hoc rates are as follows:
Resource
Standard Rates
TSA,P.[incipal.... -,,. • . .....
5230:
TSA Director
$170
TSA Senior Business AiialysE
$140
TSA Business Analyst
$90
TSA Junior Business Analyst ',
• $65
TSA Photographer/Cameraman/Editor
$90
i Senior GraiphicAkist
x$105, "
Graphic Artist
$90
Other Fees
Because Tripepi Smith offers a broad set of services, including extensive content production, we
have some other content production -related fees that may come up during the course of our
engagement which we want to tell you about.
Equipment Fees
Tripepi Smith offers some services that require equipment, such as drone operations and video
production. As such, in those cases, the following rates apply:
$500 for a full day of video equipment use (includes full set of video equipment). "Full day" is
defined as a shoot lasting more than five (5) hours. $300 for a half day of video equipment use. "Half
day" is defined as anything up to four (4) hours of video production. All such expenses will be
authorized by the client prior to fee being assessed.
$500/day drone fee applies and is not inclusive of the drone operator time (videographer rate).
Printing Fees
Tripepi Smith is happy to use a printer of the client's choosing for print production work, or to
recommend a printer with whom we have experience. Tripepi Smith typically has the printer bill the
client directly for work. Tripepi Smith makes no money on print services and has no economic
interest in the selected print vendor other than ensuring quality and fair pricing for our clients.
13
25B-29
TRIPEPI SMITH
marketing • technology • public affairs
Digital Advertising Fees
Tripepi Smith is a Google Partner, Constant Contact Solution Provider, and has Facebook Certified
staff. We consider digital platforms to be a cornerstone element of outreach strategy; often, this
comes with digital advertising fees. Tripepi Smith typically uses a client's credit card to cover such
fees, and those fees are impossible to estimate at this time without our firm being engaged in the
work with the team at the City. When Tripepi Smith uses its credit card to pay for digital advertising,
we apply a 10 percent agency fee to the costs to recover our accounting and management oversight
of the services.
FIX PROJECT WORK
City Staff have asked for a specific deliverables that Tripepi Smith offer a fixed price to execute:
1. Execution of a communications assessment of the entire organization
Integrated with our ad hoc work, but separate in pricing from that work, Tripepi Smith's fixed price
will be invoiced separately from our ad hoc work with the City.
Communications Assessment
The City has acknowledged a need to better understand the totality of its current external
communication strategies, processes and tactics. Tripepi Smith's Communication Assessment process
provides this knowledge through a series of interviews with staff, council and community partners, as well
as an analysis of social media presence and platforms in the community. Then, based on that analysis, we
provide a deep dive of customized recommendations with specific action items called out for city staff to
take action on.
Tripepi Smith will be onsite for four days conducting interviews and reviewing details of the City for
up to 9 hours each day. Tripepi Smith will execute interviews with up to 30 people over the four
days. We will also conduct up to 5 additional phone -based or digital communication interviews. This
will result in a total of 35 different people interviewed.
Tripepi Smith will be onsite for the following:
• Interviews
• Presentation to Staff and/or Council
Total process will take up to 4 months from the first day onsite.
Pricing is $33.500
The following payment schedule will apply for the work:
• 25% at kickoff of the project
• 25% at completion of the interviews and onsite four-day visit
14
25B-30
TRIPEPI SMITH
marketing • technology • public affairs
• 25% at delivery of a draft report
•
25% within 45 days of delivery of draft report or acceptance of final report and presentation by Tripepi
Smith staff, whichever happens first.
At the conclusion of the Communications Assessment, Tripepi Smith will deliver a report to the City
Staff and/or City Council or a City Council Subcommittee. The reports are typically between 45 and
100 pages in length; Tripepi Smith will also provide a shortened "Executive Summary' version that
highlights key observations and recommendations. Prior client cities that have participated in the
Communications Assessment include: La Canada Flintridge, Town of Windsor, City of Cupertino,
City of Saratoga, City of Norwalk and City of Paramount.
CONCLUSION
Tripepi Smith is deeply interested in the opportunity to expand our work with the City of Santa Ana.
There is an excellent foundation upon which to build and the story of Santa Ana is certainly
compelling. It seems clear that the City knows it needs to communicate more strongly, particularly in
regard to addressing community misinformation and media relations. This strikes at the core of our
experience and certifications in leveraging multiple platforms for honest and informed dialogue.
We are already thankful for the opportunity to be working with the City. It has been exciting to work
hand-in-hand with the City Manager's office and other departments on timely messaging. We look
forward to both the Communications Calendar and the Communications Assessment and their
combined ability to help the City focus (and enhance) its outreach and engagement efforts.
15
25B-31
25B-32