HomeMy WebLinkAbout1. Diamond Bar Proposal (1)
Diamond Bar
Ballot Measure Public Education and Outreach
Services
1. Cover Letter
2. Project Team
3. Voxpop’s Experience and References
4. Methodology and Project Understanding
5. Cost of Services
1. Cover Letter
Dear Diamond Bar Team,
We're Voxpop! We are so grateful for the opportunity to submit our proposal to support the City of Diamond
Bar’s upcoming ballot measure public awareness campaign. Our team brings deep experience in
community-centered communications, multilingual engagement, and voter education strategies that build trust
and drive informed participation. It is our deeply held conviction that advocacy campaigns deserve the same
level of quality, polish, and innovation that is typically confined to the corporate sector.
Voxpop is a woman-, queer-, and POC-led digital agency whose members have spent a decade helping
organizations and local governments achieve their goals in Southern California. Our business is built on
research-informed messaging, results-driven visual design and data-obsessed targeting and optimization. We
have successfully led similar campaigns across Southern California, including the public awareness campaign
for LA County’s Measure A, where we boosted awareness through grassroots outreach, digital storytelling, and
coalition building. We bring a tested toolkit, a nimble team, and a strong commitment to transparency and local
voice.
Thank you for the opportunity to contribute to this important civic effort. We look forward to the possibility of
partnering with the City of Diamond Bar to deliver a campaign that is thoughtful, inclusive, and effective.
Jor Fen He d
Jordan Fenn Heeder
Principal, Voxpop
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2. Project Team
About Voxpop
Voxpop is a seven-person digital agency based in LA. We specialize in well-organized websites, efficient
marketing campaigns, and effective database creation. Our tenured professionals have a proven history of
reaching multilingual audiences with award-winning digital programs and advertising.
While we all have experience working for major corporations like Google, Lyft, and Stellantis, we specialize in
working with local governments, philanthropic organizations, and other initiatives that improve lives. It is our
deeply held conviction that public sector campaigns deserve the same level of quality, polish, and innovation
that is typically confined to the private sector. Which is why non-profit institutions like the United Way of Greater
LA, the Hilton Foundation, and ACT-LA trust us to achieve high returns on investment and build tools that stand
the test of time.
Our plan to staff the Diamond Bar ballot measure includes a dedicated team of experienced professionals with
expertise in campaign strategy development, implementation and project management.
Peter Scheer, Principal, Strategy
● Peter is a strategist and copywriter with 10 years experience in marketing, advertising and strategic
communication, and 20 years experience overall in digital content creation. He has worked as a
consultant for public institutions and big brands, including Google, LA County, and CNN.
Jordan Fenn Heeder, Principal, Client Services
● Jordan is a result-oriented social impact strategist. She has spent over a decade developing and
managing innovative marketing and messaging solutions that create measurable change for clients such
as The Clinton Foundation’s Too Small to Fail Initiative, Lady Gaga’s Born This Way Foundation, ACT-LA,
and LA County’s Safe Clean Water Program.
Kaitlin Glau, Principal, Client Services
● Kaitlin has 15 years of experience leading award-winning campaigns that change behavior, pass ballot
measures, and grow audiences. She has helped clients like John Legend, Paramount Network, The
Broad Foundation, The Hilton Foundation, LA County, UFCW, and United Way of Greater LA shape
strategies, build brands, and hone messages that resonate.
Kanno Sonnenschein, Principal, Design
● Kanno is an art director and design strategist with 10 years of experience building brand identities, digital
products, information systems, and multichannel initiatives. They have produced award and
campaign-winning work for clients like LA County, United Way of Greater LA, and The Children’s
Institute.
AJ Silva, Development
● AJ is an experienced web developer with over 9 years experience building fast, reliable, and accessible
WordPress sites and applications. AJ places a strong focus on user experience when building sites, both
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on frontend and backend, in order to build systems that last. He has built sites from the ground up for
clients like Safe Clean Water LA, Rate My Judge, The LA Fed, and Hustle.
Victor Valle, Ads and Marketing
● Victor is a first-generation, multifaceted marketer, predominantly focused on strategy, planning, and
execution in the digital space. Over the last 10 years, he has helped companies such as Live Nation,
Goldenvoice, Red Bull, Lyft and many others execute high impact, culturally relevant campaigns through
events & experiential marketing and engaging historically underrepresented audiences through creative
message testing and audience building tactics.
Adam Weissler, Content
● Adam is a creative director and impact strategist who has spent the last decade working with major
brands and social justice initiatives. In the last five years, Adam has led the creative development for
various youth-focused initiatives including Every Step Home, You Good, and Mosaic.
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3. Voxpop’s Experience and References
Samples of work featuring our experience developing County-wide campaigns can be found in the
accompanying PDF. Highlights of our experience and associated references below:
Measure A Facts and Yes on A (completed November 2024)
Voxpop ran two parallel but separate campaigns related to Measure A, the $1-billion-a-year homeless services
and affordable housing sales tax passed by LA County voters.
Measure A Facts was a nonpartisan public education campaign that adhered to strict election regulations
around use of funds.
Polling showed that voters were wary of government spending on homelessness, but also ignorant of the
existing services that would go away. For the education campaign, Voxpop identified trusted validators who told
voters what was at stake so they could make an informed decision.
We targeted voters based on language, location, financial information, age, and gender, achieving 76 million
impressions and 9 million engagements with a $5.10 CPM that cut initial projections in half.
We are experienced working within the strict limits of public education campaigns and collaborated with legal
counsel to ensure our message development, creative production, and marketing strategy all passed muster.
Election regulators agreed and endorsed our work.
Yes on A, which we kept separate from our nonpartisan effort, was the primary campaign in support of Measure
A. Altogether, we managed a spend of $200K, achieving over 36M combined impressions across display, social,
CTV/OTT, and search. We collaborated with the direct mail and broadcast teams to ensure creative and strategic
alignment. Voxpop led early polling and research, message development, marketing strategy, and creative
production.
Measure A not only won, it outperformed polling by 10 points.
Services Provided: marketing strategy, visual brand identity, messaging, ads strategy and execution, video and
photo production
Client Reference
Barbara Osborn (Measure A Facts)
310-963-1595, BarbaraAtLarge@gmail.com
Tommy Newman (Yes on A)
United Way of Greater Los Angeles (Measure A), Vice President
323-829-0877, TommyNewman@lacahsa.gov
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Measure ULA (completed February 2025)
We worked with the UHLA team to develop a communications strategy, design the brand, optimize messaging,
build the website, produce videos and run ads in the field. Throughout the campaign, we pivoted design and
messaging based on real-time performance data across social and ad platforms. The Voxpop team built and
maintained all web properties, secured the URL, managed hosting, and built ad hoc pages with key functionality
for specific CTAs, like the ability to automatically dial your city councilman.
In addition to building a primary site that communicated the lead messaging for the campaign, we developed a
series of alternate pages with messaging tailored to specific audiences. By running carefully targeted ad
campaigns, we were able to direct our primary audiences to the messaging and landing page that we knew
would be the most effective.
Measure ULA was victorious in November 2023 and has since raised over $600 million in funding for affordable
housing, income assistance and eviction prevention.
Services Provided: campaign strategy, brand development, message development, video and photo services,
UX and UI design, web development, copywriting, ads management, social media management, website hosting
and maintenance, ad hoc design and development needs
Client Reference
Joe Donlin,
United to House LA, Director
Joe@unitedtohousela.com
www.UnitedtoHouseLA.com
Safe Clean Water (ongoing)
On behalf of LA County, we rebuilt and relaunched public communications for the Safe Clean Water Program, a
major infrastructure initiative that manages $280 million in revenue annually. We conducted extensive market
research, which revealed the Program was failing to effectively communicate with current stakeholders and reach
potential audiences.
In close collaboration with the Department of Public Works, we refreshed the brand, created marketing tools,
built new internal databases, and rebuilt the website to more effectively reach the public officials, journalists,
educators, and residents it was intended for.
Services Provided: marketing strategy, visual brand identity, messaging, ads strategy and execution, video and
photo production
Client Reference
Veronica Carrillo,
LA County Department of Public Works, Program Manager II
(626) 458-5948, vcarrillo@dpw.lacounty.gov
www.SafeCleanWaterLA.org
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4. Methodology and Project Understanding
It is essential for voters to make informed decisions about the future of their communities. Our goal is to ensure
that the residents of Diamond Bar, without influence or advocacy, understand what is to be gained or lost by
their votes.
A good-faith education campaign will always lean on the facts, and the research you’ve already conducted with
FM3 is critical to our process. Understanding where there are knowledge gaps—both informationally and
demographically—will help us target the right messages to the right people in order to make the most efficient
use of public resources. There is no sense targeting information to people who already know it, after all.
Multilingual campaigns are always interesting in this regard. When some of our team worked on Measure W, for
example, we had to develop a message strategy and content that would work in Mandarin, Tagalog, Spanish,
Vietnamese, Korean, and English, and tailor those messages to fill specific knowledge gaps.
There is always potential for complexity, but we find our most effective campaigns consolidate messaging into a
few simple statements carried by trustworthy messengers.
Ultimately we’re just trying to help voters understand the impact they have on their city, and that is a
straightforward, honest, and rewarding mission.
Part I: Initial Outreach Research
Kickoff
Our work together will begin with a kickoff session where we will lay the groundwork for strong collaboration and
alignment among our teams. This meeting will allow us to gather your opinions and observations about similar
policy campaigns, pain points you anticipate, and goals for our engagement. An agenda with discussion
questions will be provided in advance to give all teams the opportunity to review, prepare, and ensure the proper
members are in attendance. Following the meeting, a project plan will be developed to outline timelines and key
milestones for all activities.
Research and Discovery
Following the kickoff, we move into our research and discovery phase where we review your existing materials
and drill down into analytics. This includes reviews of existing research, polling, briefs and messaging, internal
interviews and conversations with stakeholders, and audience analysis to identify communications channels and
effective content types. Assets like FM3’s public opinion survey, audience demographics data, etc. would be
reviewed at this time. This phase will culminate in a summary report of our findings, which will outline the
discoveries we’ve made, suggestions for improvement, and how this all ladders up into the development of the
final product. This step ensures that our teams are aligned before we move into execution.
Part II: Development of Outreach Materials
Campaign Strategy
Using our research findings and the information we glean from the kick-off meeting, we will work with your team
to craft a campaign strategy. The strategy will outline campaign goals and measurable communications
objectives, a ranking of priority audiences, channels to reach those audiences, content recommendations, and
metrics to measure success. Additional elements may include other partners, organizations, or resources that
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will contribute to our campaign as well as a calendar of key dates and events (both external and led by the
campaign).
Message Development
Our message process builds on the campaign strategy and existing research to develop concise and effective
language that is tailored to our audiences. The first step will be establishing a tone and voice for the campaign
that will be carried through all written and visual communications. Next, the creation of a message framework will
prioritize and define key messages for each of the campaign’s target audiences. Finally, a campaign name and
tagline will be identified to serve as a memorable and concise entry point to the campaign's messaging.
These tools will serve as a foundation for all content development. We will partner with your team to review and
refine the concept, strategy, and plan so it is implementation-ready for the agreed-upon launch date. Our
message strategy and framework will evolve over time as we receive new information from polling, field teams,
events, and real-time ad insights.
Brand Development
Our branding process builds on our earlier phases and evolves it into a visual language that is grounded in your
goals. The creation happens collaboratively over three phases of alignment, exploration and development. A
moodboard phase allows us to align on how strategic concepts can manifest visually. The resulting insights are
then evolved into potential directions for evaluation and discussion. Within that process a direction is selected
and then developed into a final brand that includes final fonts, colorways, a logo, photo editing
recommendations, and any other assets identified during the branding process. Resources and tools, such as
codified brand guidelines, necessary templates, etc., will be shared for ease of implementation.
Advertising Plan Development
Utilizing the campaign strategy formulated above, we’ll create an advertising strategy anchored around reaching
as many qualified audiences as possible. This begins with the development of a digital strategy which will
include, but isn’t limited to: targeted social (Meta, TikTok, etc), programmatic (display, video, audio, etc.), search
engine marketing, and other digital advertising platforms. Depending on the audience and budget, a mix of
traditional outreach strategies, including radio, print, out-of-home and more, will also be included. Based on the
media mix, we will identify the content needs and potential partners to leverage for additional reach, including
digital, experiential, and other collaborations that hit our target audiences. The strategy will also outline how the
agreed upon budget will be distributed, placement breakdown, and flight dates to most effectively reach our
intended audiences. We’ll utilize performance metrics (i.e. impressions, frequency, engagement, etc.) to lead our
efforts in optimizing our budget throughout the campaign.
Content Creation
Once we finalize our strategy and land the list of creative needs, we will bring the campaign to life through
content creation. From one pagers to videos and everything in between, our team of creative directors, digital
experts, designers, website developers, and translators will implement the creative deliverables outlined in our
campaign strategy. As with all phases of our process, each creative deliverable will be built in partnership with
the Diamond Bar team, who will have opportunities to review and provide input at every step along the way.
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Part III: Implementation of Outreach Materials
Campaign Launch
The campaign launch will kickoff the deployment of campaign content, and public education and outreach
efforts. Digital collateral and printed material will be disseminated across all of our placements and partner
materials will be disseminated through existing relationships, community events, and partner organizations. Town
halls and other outreach efforts, both in-person and online, will be executed. Other launch efforts may include
but not be limited to: a website launch, a community launch event, early message testing through digital ads,
social channel launches, email blasts, etc. The timing and cadence of our campaign launch will be dictated by
the campaign strategy.
Optimization
As we garner more insights from our reporting, we’ll utilize the data to guide our strategy updates and optimize
our campaign accordingly. If we’re seeing better success across a specific channel, we’ll explore moving more
efforts and/or budget into that tactic, etc. This period allows us to prioritize effective creative, messaging, and
increase the efficiency of our strategy.
Part IV: Communications and Reporting
Project Management
For all projects, Voxpop provides a dedicated project lead to serve as the primary contact for all aspects of our
engagement. This includes creating and tracking project plans and budgets, participating in meetings as
requested by the Diamond Bar team, leading presentations and meetings, engaging members of the client team
and acting as a strategic thought partner throughout our engagement. Monthly and as-needed meetings will be
held by phone or in-person with relevant team members from Diamond Bar and Voxpop to present and review
deliverables, discuss feedback and suggestions, and share updates. For all meetings, Voxpop will provide
agendas in advance, facilitate discussions, and capture notes and next steps. All email communication and
requests will typically receive responses in less than 24 hours and no more than 48 hours during the work week
(Monday-Friday). Consistent communication will be maintained to ensure all stakeholders are aware of progress
and updates related to our work. This may take the form of monthly or bimonthly meetings with the team,
progress emails, or formal reports.
Reporting
To ensure transparency and consistent communication with PSP’s team, Voxpop will submit monthly, quarterly,
and annual reports on overall project timeline and deliverables, budget adherence, engagement metrics (i.e.
reach, impressions, views, CTR, conversions, etc), and any related metrics (website traffic, signups, etc.)
Part V: Additional Tasks (optional)
While not explicitly called out in the RFP, we would recommend developing a dedicated website for this public
awareness initiative.
Website Development
Leveraging the findings from our Research and Discovery phase, we begin to map out the underlying structure of
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your website. Using tools like wireframes and prototypes we develop understandable information architecture
and interface layouts. After the structure is established, frontend design flats are created with consideration to
existing brand guidelines, screen-sensitive responsive design and accessibility standards. All steps are highly
documented for review by your team, and opportunity is given for rounds of revision.
Once design flats are approved, we begin development of the website. Working as an in-house team, our
designer and developer are able to collaborate closely to ensure that the vision of the project is consistent with
the final output. This process avoids common development pitfalls that can occur when a design is handed off to
an outside contractor.
SEO optimization and Google Analytics accounts will be integrated pre-launch to ensure you have accurate and
timely data on site performance and user behavior.
Post-Launch Maintenance and Hosting
We host our websites on Kinsta, a premium managed WordPress hosting provider known for speed, security,
and reliability. The scale of our work with Kinsta means we receive priority pricing that we pass on to our clients.
Clients are able to easily create their own Kinsta account to transfer ownership easily if and when the time
comes. Alternatively, we're happy to continue hosting the site on our own account as part of an ongoing
maintenance contract. When appropriate, we conduct training sessions and develop accompanying materials in
the form of handbooks and video guides to facilitate transfer to your team and assist in future onboarding. After
completion of the project, our team is available to be contracted for post launch maintenance, regular analytics
reporting and site update needs.
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5. Cost of Services
Voxpop believes in transparent pricing and efficiency. That is why we price our scopes based on the estimated
hours required to complete the work, employ only senior level staff, and have a flat hourly rate of $210 for all
team members. The team you meet during the proposal phase is the same team you will work with through the
entirety of the scope.
Service/Deliverable Hours Cost
Part I: Initial Outreach Research
Research and Information Audit 35 $7,350.00
Part II: Development of Outreach Materials
Campaign Strategy Development 30 $6,300.00
Message Framework Development 45 $9,450.00
Visual Brand Identity Development 30 $6,300.00
Campaign Ad Plan Development 15 $3,150.00
Social Media Development, Management and
Posting 50 $10,500.00
Email Development and Deployment 25 $5,250.00
Launch Collateral Copywriting 40 $8,400.00
Launch Collateral Design 40 $8,400.00
Video and Photo Production 40 $28,400.00
Part III: Implementation of Outreach Materials
Ads Management and Optimization 30 $6,300.00
Campaign Launch Efforts and Events 45 $9,450.00
Part IV: Communications and Reporting
Project Management and Communications 100 $21,000.00
Reporting 10 $2,100.00
SCOPE TOTAL 420 $88,200.00
Part V: Additional Tasks (optional)
Website Design and Development 45 $9,000.00
Website Content and Copy Development 15 $3,000.00
SCOPE + OPTIONAL TASKS 480 $100,800.00
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