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HomeMy WebLinkAbout1. P&M_CityofDiamondBarProposal_Final Proposal for Ballot Measure Public Education and Outreach Services Prepared for City of Diamond Bar June 12, 2025 Attn: Alex Batres City of Diamond Bar City Manager’s Office 21810 Copley Drive Diamond Bar, CA 91765 Thank you for the opportunity to present this proposal to the City of Diamond Bar as you consider engaging with your community to educate residents on a potential city’s sales tax measure. At Props & Measures, we know that the City of Diamond Bar is not just another client on a long roster of others — you are a priority. With us, and our team of consultants, you get what you see — partner and senior staff-level attention from start to finish. Props & Measures is a strategy and communications consulting firm that specializes in helping local government agencies design winning revenue measures for the ballot and implement the communication strategies that help your community understand your revenue needs. Over the past two decades, we have helped a variety of counties, cities, school districts, community college districts and other agencies pass hundreds of successful revenue measures, generating billions in locally controlled funding for public projects and services. We believe we are uniquely qualified to help you in this process to achieve a successful revenue measure for the following reasons: • Extensive Experience Working with Cities. Props & Measures has passed dozens of measures to benefit local cities. We understand how voters think about city services – and how to communicate about the benefits that a measure will bring to a local jurisdiction. • Today’s Communication Tools. Props & Measures takes full advantage of modern communication tactics, including social media and digital advertising. We are also experts in traditional print media, direct mail and earned media, allowing us to help you efficiently leverage a full array of communication channels to engage voters. • Customized Approach. We don’t apply a “cookie-cutter” approach to local tax measures. Our prior clients will tell you that our attention to the unique political challenges of your funding measure and the current political environment set us apart from others in our industry. • Experience with Information, Not Advocacy. We have extensive experience helping cities and other public agencies craft effective public informational materials that don’t cross the line into advocacy. This information plan includes gathering information back from stakeholders and the community, to gauge their understanding of this potential measure. Our team will work closely with the City of Diamond Bar’s staff to develop a specific communication plan. The remainder of this proposal provides information about our firms, the services we provide, our track record and other details. All conditions proposed are valid for a period of at least one hundred eighty (180) calendar days. Please don’t hesitate to contact Alex at (559) 871-6569/awara@propsandmeasures.com or Robin at 7309-(415)871 /rgerrity@propsandmeasures.com if you have any questions or need additional information. Sincerely, Alex Wara-Macapinlac Robin Gerrity Partner Sr. Consultant (559) 871-6569 (415) 871-7309 awara@propsandmeasures.com rgerrity@propsandmeasures.com Props & Measures Experience/References Props & Measures is a non-partisan strategy and communications consulting firm specializing in bond, tax and other public finance ballot measures supporting public programs, services and facilities. Props & Measures (formerly known as TBWBH Props & Measures and TBWB Strategies) launched in 2005 as an offshoot of Terris Barnes & Walters Political Media, which has been winning campaigns in California since 1988. In 2023, we restructured our senior leadership team to evolve with the changing times of public outreach and communications, now a smaller firm, but still focused on providing quality service that Props & Measures is known for. Building Public Consensus in Communities Throughout California Successful revenue measures are built upon a foundation of strong community consensus. We work with our clients to identify shared community priorities and values to identify the elements of a successful revenue proposal. We have built community consensus for revenue measures in hundreds of communities throughout our home state of California and many communities across the country. We know how to develop successful revenue proposals and communicate with voters in urban, suburban and rural communities. Experience The partners and consultants at Props & Measures have experience with numerous successful public finance ballot measures that have raised billions of dollars in voter-approved revenue for public programs, services and facilities. The successful measures include real property transfer taxes, bonds, parcel taxes, sales taxes, transient occupancy taxes, utility users taxes, assessments and fees. We help cities, counties, school districts, community colleges, parks, water and open space districts, fire districts, libraries, healthcare districts, transportation and transit agencies and others. Commitment to Client Service We have found that a close partnership with attention to daily details is essential. We know public finance measures, and you know the community you serve. We also understand that the reputation of your institution is at stake when you seek funding from your community. It’s not enough just to “win,” but the measure and the related messaging must help you strengthen your relationship with your community. Project Leadership Props & Measures has experienced partners with the time and capacity to give your effort the devoted senior-level attention it deserves. Your project will not be handed off to inexperienced staff once the contract is signed. You will work directly with Alex Wara-Macapinlac, a Partner in our firm and Robin Gerrity, a Senior Consultant. Our direct and personal “in the trenches” experience guiding recent successful tax and bond measures offers a keen understanding of the nuances in messaging and strategy required for success. In-House Graphic Design, Digital Media and Production Coordination Props & Measures is one of the few firms in our industry that maintains an in-house Art Department and Production Department, to produce award-winning, creative concepts and attend to all the details required for efficient and timely delivery of digital media and printed materials. Our team will make sure your materials are given the necessary attention to deliver your message to your constituents effectively and on time. Multimedia Communications Local residents receive their information in a variety of ways. We offer innovative multimedia communication plans that deliver your message through a combination of direct mail, email, online display advertising, pre-roll video advertising and social media advertising to ensure a thorough reach to voters and maximize visibility. Props & Measures has experience blending traditional and new media strategies to maximize the impact of your message. Project Team Alex Wara-Macapinlac, Partner, Props & Measures Proposed Role on Project: Alex will oversee the overall strategy for the project, including all messaging and creative for informational materials. She will ensure the project is within budget and adjust as needed. Alex will work alongside Robin to ensure all deliverables meet quality and project requirements. Born and raised in California’s Central Valley, Alex Wara-Macapinlac brings nearly two decades of experience on campaigns, crafting policy and in community relations and outreach. Since joining Props & Measures Alex has worked on numerous measures, generating billions in funds in the areas of affordable housing, K-12 school bonds and parcel taxes, city special taxes, and community college bonds. Alex is also no stranger to the public sector, before Props & Measures, she served as Deputy District Director in the CA State Legislature. While there she worked on K-12 education policy issues, higher education issues, women’s rights issues, and was a liaison to numerous agencies — ranging from cities to special districts as well as labor and chamber groups. She also managed the constituent services outreach program, helping thousands of constituents navigate state agencies. She is a graduate of San Jose State University, with a bachelor’s degree in journalism. Alex lives in Campbell, CA with her husband Andrae. Robin Gerrity, Senior Consultant, Props & Measures Proposed Role on Project: Robin will serve as the day-to-day project manager and will assist in ensuring goals and milestones are met. An experienced group facilitator, Robin will help foster collaboration among the bond team, communicate regular updates, track progress, and help identify potential risks that may emerge. Robin joined Props & Measures (formerly TBWB Strategies) in March 2018, bringing a wealth of knowledge in strategic communications, project management, and education policy. Many of Robin’s projects have been with school districts to develop bond and parcel tax measures to help fund school construction and close the gap in funding academic programs in public education. Robin has also worked with cities and counties on measures to fund public health and safety initiatives, including an initiative that will fund proactive wildfire prevention and preparedness efforts and increase public safety from deadly wildfires. With a degree in Public Administration from San Diego State University, Robin spent many years working in the public education field as the Executive Director of Can Do! Education Foundation, where she worked directly with the parent community and district administration team to streamline resources for local students. Robin co-chaired multiple local parcel tax and bond campaigns on behalf of her local school district, resulting in millions of dollars to benefit local students. A full list of bios for all staff can be found at PropsandMeasures.com. References City of Colma Daniel Barros, City Manager 650-997-8318 dbarros@colma.ca.gov City of Rancho Cucamonga Jennifer Camacho-Curtis, Community Affairs Officer (909) 774-2048 Jennifer.camacho-curjs@cityofrc.us City of Crescent City Eric Wier, City Manager 707-464-7483 ewier@crescentcity.org Our Approach and Scope of Services/ Methodology We have a proven general approach to successful revenue measures that follows four critical steps. Within each step, we customize a set of strategies and tactics to address the specific challenges, circumstances and nuances for each of our projects. PHASE 1 STEP 1: Feasibility study to determine if and under what conditions the City of Diamond Bar can pass a sales tax. Collaborate with FM3 Research to analyze the results of the poll. PHASE 2 STEP 2: Build consensus with outreach and awareness-building strategies that position your measure for success. STEP 3: Build a strong measure by aligning the measure’s features with the community’s priorities and sensitivities. STEP 4: Campaign for the win by efficiently getting your message out to persuade voters and mobilize your base of support. The first three steps in this process are typically led by the public agency pursuing the revenue measure as part of the process to evaluate, plan and prepare a measure for the ballot. All publicly funded communication during this phase must be informational and not advocacy. The fourth step in the process, once a measure is on the ballot, must be coordinated by an independent campaign committee using private resources. PHASE 1 Step 1: Feasibility Study Props & Measures will analyze research data provided by FM3’s public opinion survey to help assess the basic viability of a potential revenue measure and identify the strategic elements needed to maximize the chances for success. We’ll help you tackle strategic questions that must be answered in order to identify a path to success. In collaboration with FM3 Research Props & Measures will help you answer: • What are the highest priorities for public funding in the community? • Is it reasonable to think that a sales tax renewal can be successful with voters now? • What specific needs are voters most likely to fund? • Does sufficient community awareness of your needs already exist, or is proactive outreach required to build awareness? What are the key messages voters need to hear and what are the most effective channels for communication? • Analyze and identify the communication channels available to the City • Identify stakeholder groups and target audiences within the City • Analyze demographic data to understand the target audience and identify preferences and barriers within different demographic groups • How might specific exemptions or accountability protections be included in a successful measure? • What controversies or competing issues must be considered before moving forward? Our team will work closely with you to outline your outreach options, explain the tradeoffs for the different approaches, and create a specific plan that best meets the needs of your community. With FM3’s help, we’ll help you interpret the results and turn the data into an actionable plan for moving forward. We’ll also help you interpret and present recommendations to your administrative team, City Council and other key stakeholders to build consensus around a unified strategic approach. PHASE 2 Step 2: Build Consensus Props & Measures will help develop and implement a public information and outreach program to educate the community about your funding needs and build broad community consensus around a revenue solution. Specifically, Props & Measures will: • Develop informational messaging and a plan for getting the message out to key audiences, including multilingual educational messages and materials in English, Chinese (Mandarin), and Korean using the approved messages • Provide talking points, answers to frequently asked questions and a message training to key staff, employee groups and elected officials that will be speaking publicly about this issue • Provide information to be added to your website, distributed through social media and included in newsletters • Prepare presentations for community meetings • Write, design and produce informational mailings and advertising to educate, inform and engage voters • Develop strategies and plans to inform and engage key internal stakeholder groups within the city and partner organizations • Develop strategies for managing coverage of this issue in the local press • Develop strategies and plans to inform and engage influential external groups, including elected leaders, business leaders, neighborhood leaders, faith community leaders and taxpayer groups Props & Measures has expertise in traditional communication strategies like direct mail, print advertising and earned media. We are also experts in utilizing new media strategies such as social media, online advertising and video. Our in-house graphic design and production capabilities allow us to deliver the highest level strategic and creative communication for our clients. Step 3: Build a Strong Measure Once we know what a viable, winnable ballot measure looks like, Props & Measures will work with you to develop a revenue measure and qualify for the ballot. During this phase of work, Props & Measures will: • Collaborate with FM3 and the City to support a tracking survey to test the effectiveness of messages and identify effective methods for disseminating information • Work with you and your financial team to finalize the tax type, tax rates and the structure of your measure • Refine the description of your needs and/or expenditure plan to make sure they are written in clear and understandable language featuring projects and programs that are high priorities for voters • Work with you and your legal counsel to define important taxpayer accountability protections, including any potential independent citizens’ oversight committee and public reporting process, if needed • Work with you and your legal counsel to develop all resolutions required for calling the election • Develop the critical ballot question that will appear on ballots • Develop and refine the full text of the measure and other materials that will appear in the ballot pamphlet mailed to all voters • Present recommendations and documents to the City Council for formal approval Step 4: Campaign for the Win* The next step in the process is to mount a strategic advocacy campaign to secure the votes needed to win on Election Day. This is the only step in the process that cannot be funded with public dollars. While public agencies can continue to provide information to residents about the measure, only a privately funded campaign committee can advocate for the measure. We will work with you to understand if volunteers are available and motivated to step forward to run such an effort. Typically, as consultant to volunteer campaign committees, we build campaign plans with the following elements to ensure the best possible chance of success on Election Day: • Effective messaging and materials. Campaign logos, brochures, websites, social media and other materials must be eye-catching and have a local feel in order to persuade and motivate voters effectively. • Avoiding controversy and obstacles. We can’t take anything for granted in today’s economic and political environment. To win, it is important to run an organized campaign that avoids controversy and neutralizes opposition to the extent possible. • Good teamwork. We strive to build broad coalitions that include support from business, labor and the full spectrum of political ideologies. • Efficient grassroots organizing. The time and energy of your volunteers are precious resources. We’ll work with you to develop a plan that maximizes the impact of their efforts on the outcome of the election. • Strong fundraising. Fundraising for local ballot measures can be a challenge. It takes resources to get your message out to the voters who will determine the outcome of your election. We can help you create a fundraising plan to help you achieve the resources needed to win. *Note: The information provided in Step 4 is intended as information to convey Props & Measures’ full range of services available to assist with the tax measure process. The services described here are not proposed as part of the scope of services for the City of Diamond Bar. If a tax measure is placed on the ballot and an independent advocacy committee forms, these services would be offered to that group and privately funded under a separate agreement. Proposed Timeline As the City of Diamond Bar evaluates the options for a sales tax measure, below is a timeline outlining the steps to potentially place a measure on the November 2026 ballot. July – August 2025 • Analyze research data provided by FM3’s public opinion survey to identify trends that can be used to inform education and outreach efforts • Kick-off meeting and work with city staff to compile work completed to date on a potential measure • Review the following at kick-off meeting: o Recent measures efforts o Sales tax options o Prior existing sales taxes o City of Diamond Bar funding needs o Timeline for the election process • Assist City staff in identifying community outreach opportunities September – December 2025 • Props and Measures works with city to draft poll-based informational messaging for staff, community members and local stakeholders regarding city needs: • Fact Sheet • FAQ • PowerPoint presentation • Web page content • Social media content • Props and Measures conducts message training for key spokespeople and those participating in outreach meetings • Begin internal outreach • City Staff • City Commissions • Department Heads • Update city website with information about potential ballot measure • Develop ongoing messaging for website, City Manager’s Update and other City print and e-newsletters • City staff, City Attorney and Props and Measures work together to develop internal first draft of sales tax ordinance and resolution January – February 2026 • Begin external stakeholder outreach – Community Business Groups, Elected Officials, Neighborhood Associations, etc. • Continue internal stakeholder outreach • Mid-January: Props & Measures to write, design and send first informational mailer with a tear-off reply card to all registered voters outlining city needs, introducing the need for local funding, and encouraging feedback regarding potential projects to be funded § Post online survey to the web page that correlates with mailer survey § Coordinate social media/digital ads • Props & Measures develops social media and website content consistent with the mailer, driving traffic to parallel online facilities priorities survey • Props and Measures creates an informational video to educate the community about the city’s needs and the potential measure § Video can be used for stakeholder outreach as well as digital advertising March — April 2026 • Props & Measures writes, designs, and sends the second informational mailer summarizing city needs, input received from the first mailer survey, and potential consideration for a sales tax measure in a November 2026 election • Props & Measures develops social media and web content consistent with the mailer for distribution • If the city chooses, FM3 Research to conduct a tracking poll • Meet with team to review poll results and discuss recommendations • Legal Counsel drafts resolution and ballot question • Continue internal and external stakeholder outreach May 2026 — July 2026 • May City Council Meeting: If a tracking poll was conducted, present poll results and recommendations to the Council o If tracking poll results reflect support for the measure, the draft resolution, the project list, and the ballot question are shared with the Council • June City Council Meeting: First reading of sales tax ordinance and resolution • Finalize stakeholder outreach • Finalize sales tax ordinance and resolution August 2026 • August City Council Meeting: Council considers adopting resolution, calling November 2026 election • August 7 (88 Days Before Election Day): Deadline to deliver the final adopted resolution to the City Clerk and Registrar of Voters to finalize the process for qualifying for the ballot* • Props & Measures updates talking points, FAQs, and other messaging documents to reflect the City Council action to place a bond measure on the ballot • Transition to an independent advocacy campaign *Dates to be confirmed by City Clerk and County Registrar of Voters once the County election calendar is set Cost for Services We have included two pricing structures: Our typical model, which is based on flat monthly fees, and your requested estimated hourly pricing. We are open to either option but believe our model will provide more cost savings to the City. Our Flat-Fee Pricing Model During PHASE 1 Props & Measures charges a flat $25,000 fee that covers work from (July 2025- December 2025). This fee will cover all research, guidance, assistance, and recommendations during the planning process, including in-person meetings, zoom meetings, phone calls, as well as any hard costs associated with those services. During PHASE 2, as is the standard in our industry, Props & Measures will move to our standard fixed-fee basis (January 2026-August 2026). For a city the size of Diamond Bar, our standard consulting fee is $6,500 per month. Reimbursable business expenses, such as mileage, will be billed separately along with any other hard costs associated with printing and postage for informational materials. Partial months of services would be billed at a prorated amount. Requested Hourly Pricing Estimated Costs for Communications with Residents Should the City decide to engage in broader informational communication efforts, below we have provided pricing for production and distribution of video, paid digital media ads or informational mail programs. Direct mail is priced separately on a per-piece basis as follows. Digital ads are priced in a live spot market, so it’s difficult to provide advance pricing for the ad buy itself. Sample pricing for informational mailings to approximately all 15,476 registered voter households in the City of Diamond Bar is included below: • 11x17, one-fold brochure or equivalent on 100# text: $17,800 • 11x17, one-fold brochure on 7 pt. with a tear-off return card: $20,000 Pricing includes design, stock photography, pre-press, print, mailing labels and address de- duping, ink jetting, postal handling including postage, shipping, bulk mailing forms, postal check-in and applicable sales tax. We charge $3,500 per digital creative concept for the full range of treatments including banner ads, Facebook and Instagram (approximately 14 sizes total). We will provide a range of buy options based on the size of your digital budget so we can jointly decide what ad platforms will work best for you. We estimate a budget of $15,000 for a robust digital program and a produced video of $7,500. Insurance We have read the consulting services agreement, are able to meet the prerequisite insurance requirements. Consulting Services Agreement Props & Measures agrees to the City’s Consulting Services Agreement terms and conditions, with the below notes to be considered by the City. Props & Measures if selected in the process, is open to discussing these further: • Section 4 - Payment: o B. When appropriate, would like to discuss exactly what the City would like to see included on the invoices so there is no confusion. o C. When appropriate, would like to clarify the withholding of 30% of any invoice. • Section 10 - Insurance o B. P&M falls into the majority of work off-site clause, so all but the Workers Comp requirement should not apply to us. However, will note, all of the City’s required limits line up with P&M insurance coverage so should not be an issue. • Section 12 - Ownership of Materials o Would like to clarify that P&M can use materials for the purpose of potential future marketing examples. • Section 17 - Non-Discrimination o C. P&M is required to include the required non-discrimination language in any subcontracts.