HomeMy WebLinkAboutFinal Submittal_City of Diamond Bar_Ballot Measure Public Education and Outreach
Table of Contents
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Cover Letter 3
Project Team 5
Firm's Experience/References 11
Methodology/Project Understanding 14
Cost for Services 27
Insurance 30
Consulting Services Agreement - Statement of Acceptance 31
Appendix – Resumes 32
Cover Letter
June 13, 2025
City of Diamond Bar
City Manager ’s Office
Attn: Alex Batres
21810 Copley Drive
Diamond Bar, CA 91765
Subject: City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Dear Mr. Batres,
We are excited to submit our proposal to assist the City of Diamond Bar with its public education and
outreach initiatives regarding the proposed local sales tax measure. This project presents a valuable
opportunity for Diamond Bar to demonstrate its continued commitment to transparency and integrity,
fostering a well-informed electorate and lasting public trust in the City's communication of its priorities.
Our team is ready to begin work immediately, developing a campaign that aligns with the City's values,
effectively engages the community, and promotes informed civic participation.
Our unique strength lies in our grassroots approach and our strategy of partnering with supportive
Community-Based Organizations (CBOs) and the broader community to educate and inform residents.
Through our experience with various ballot initiatives and propositions, we have seen how communities
can become misguided or misinformed, especially in the face of opposition. Effective communication is
crucial, and delivering messages that resonate with each stakeholder is essential for the success of this
educational project. Our team's creative process is based on thorough research and informed by the
needs of our target audience. With decades of experience in government communications and public
education campaigns, we develop messaging that is grounded in both data and human psychology.
We specialize in creating messaging that not only informs but also resonates with diverse communities.
We have a proven track record of translating complex policy into accessible language that communities
can understand, respect, and respond to—whether it's explaining intricate infrastructure investments,
budget constraints, or ballot measures. My advocacy work with organizations such as BizFed, the Los
Angeles Chamber of Commerce, and the Los Angeles County Economic Development Corporation
(LAEDC), combined with my role as Chair of a business advisory council at a leading transportation
agency, enables our company to excel in education, awareness, transparent communication, and
outreach.
Our firm combines the agility and responsiveness of a smaller team with the experience and confidence
of seasoned professionals. We employ a comprehensive outreach strategy that blends strategic message
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
framing with grassroots activation. This includes in-person engagement, digital storytelling, and
language-accessible media, designed to reach even the most disengaged residents. We prioritize in-reach
to communities and recognize the importance of strategic alignments to effectively convey messages to
impacted groups.
Thank you for considering us. We are eager to partner with you to ensure that Diamond Bar residents
are informed, engaged, and empowered to vote with confidence and clarity.
Sincerely,
Schenae Rourk
President and CEO
310.356.7619
srourk@redwoodresources.net
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Project Team
Organizational Chart
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Personnel and Roles
Schenae Rourk - Project Executive
Schenae Rourk offers over 25 years of expertise in community engagement, strategic communications,
and public education, directly aligning with the City of Diamond Bar ’s scope of work. Her experience
includes leading extensive outreach campaigns for public agencies, encompassing message
development, stakeholder mapping, and the creation of multilingual materials. Ms. Rourk frequently
analyzes demographic and stakeholder data to formulate inclusive and effective outreach strategies.
She has a proven track record of managing successful public education initiatives, including outreach,
public safety campaigns, and infrastructure projects. Ms. Rourk is proficient in coordinating
multi-channel communication efforts, from social media and newsletters to large-scale in-person events.
Her leadership on projects like the Citywide Safer Streets Media Outreach Campaign and the Oakland
Public Library Outreach Plan highlights her capacity to engage diverse communities and cultivate trust
through clear and accessible messaging.
Regularly collaborating with agency staff, Ms. Rourk facilitates public meetings, prepares outreach
materials, and ensures community input is integrated throughout the engagement process. Her
individual contributions to educational awareness work on SB826 (women on corporate boards) and
Prop 16 involved engaging various businesses, community-based organizations (CBOs), and individual
voters. Additionally, her advocacy and educational awareness efforts for Measure M (1/2c sales tax) and
other ballot measures have refined her skills in education, awareness, and engagement.
Diane Ripley - Project Manager
With over 22 years of experience, Diane Ripley is an accomplished professional in public affairs,
stakeholder engagement, and strategic communications. As Project Manager, she will spearhead the
planning and execution of multilingual public education campaigns. Her expertise lies in developing and
managing large-scale outreach initiatives for public agencies, energy firms, and municipalities, a skill set
she has repeatedly proven.
Ms. Ripley has directed communication strategies for projects valued at over $150 million and managed
diverse campaigns encompassing government advocacy, community engagement, message
development, media relations, and crisis communications. Her work involves planning and executing
outreach programs across various platforms, including digital, print, and in-person channels. She is adept
at drafting content for newsletters, press releases, brochures, and educational materials, as well as
managing charitable and community relations programs.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Notably, Ms. Ripley has successfully led outreach efforts for sensitive infrastructure and environmental
projects, which demanded multilingual engagement, targeted messaging, stakeholder mapping, and the
cultivation of community trust. She has a strong history of collaboration with local government officials,
nonprofit partners, and community-based organizations to achieve communication objectives, bringing
both hands-on project management and strategic oversight to every undertaking.
Eboney Pearson - Project Outreach Coordinator Lead
Eboney Pearson, as the Project Outreach Coordinator Lead, offers a wealth of experience in community
outreach, public engagement, and strategic communications—all directly aligning with the City's
outreach goals. She has a demonstrated ability to develop and manage programs in partnership with
government agencies and community organizations. This includes creating multilingual educational
content and campaign messages for print, digital, and social media.
Ms. Pearson's proficiency in analyzing community needs and engaging diverse stakeholders allows her to
accurately identify target audiences and customize communications for maximum impact. Her robust
background in government relations and interdepartmental cooperation ensures seamless execution of
outreach campaigns, from organizing community workshops to adapting materials for evolving
messages. Furthermore, her leadership has positively influenced communities by ensuring culturally
sensitive and accessible communications for everyone. With additional strengths in media relations,
event planning, and outreach evaluation, Ms. Pearson is ideally suited to direct the coordination and
implementation of the City's public education and outreach initiatives.
Nicole Spencer - Outreach Coordinator
Nicole Spencer brings not just over a decade of professional expertise but also a genuine passion for
connecting with people and fostering meaningful relationships. Her experience in community
engagement, event coordination, and project management has allowed her to work closely with diverse
groups, creating a sense of inclusivity and purpose. Ms. Spencer ’s ability to coordinate outreach efforts
goes beyond logistics - she ensures every interaction is built on trust and clear communication,
encouraging participation and delivering impactful results. Whether she’s responding to inquiries,
supporting research, or streamlining workflows, Ms. Spencer ’s thoughtful approach creates an
environment where everyone feels heard and valued. With her warm demeanor and commitment to
effective communication, Ms. Spencer brings a personal touch to every project, ensuring both the team’s
goals and the community’s needs are met with care and precision.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Karrye Braxton - Outreach Coordinator
Karrye Braxton is not only a seasoned professional in community engagement and project management
but also a passionate advocate for meaningful collaboration. Her ability to connect with people has been
shaped by years of hands-on experience, from conducting thoughtful interviews with small businesses
and community organizations to mediating sensitive community issues in the nation’s capitol as a
Volunteer Advisory Neighborhood Commissioner. Ms. Braxton’s dedication to understanding diverse
perspectives and building consensus has made her an impactful leader who fosters trust and mutual
respect.
Beyond her professional achievements, Ms. Braxton’s educational background - a Master ’s in Business
Administration and International Relations - reflects her commitment to combining analytical strategy
with a human touch. She brings this balance to every role she takes on, including co-founding a
consulting firm that has delivered impressive results on infrastructure and development projects
worldwide. Her focus on compliance, financial responsibility, and building meaningful relationships
demonstrates her belief that successful projects are built on strong, authentic connections. Ms. Braxton’s
empathetic approach and strategic expertise will undoubtedly bring a sense of purpose and clarity to
outreach efforts, fostering collaboration and ensuring each project serves the community to its fullest
potential.
Esmeralda Ramirez - Social Media & Graphic Design
With over 22 years of experience, Esmeralda Ramirez is a bilingual creative strategist and media leader
specializing in high-impact, culturally relevant communication for public, private, and nonprofit sectors.
For the City of Diamond Bar ’s outreach initiative, she will be responsible for all visual communication,
content production, and design elements, guaranteeing accessibility, cultural relevance, and message
clarity across all platforms and languages.
Ms. Ramirez's extensive experience includes directing and producing over 400 videos, developing
multilingual campaigns in 28 languages, and managing cross-functional design teams. She has
consistently delivered print, digital, and video content that informs, engages, and resonates with diverse
audiences, achieving a 98% on-time delivery rate even under tight deadlines. Her expertise extends to
designing outreach materials for Fortune 500 clients, frequently emphasizing public education, impact,
and community awareness.
Her creative leadership encompasses branding, event collateral, social media graphics, and bilingual
campaigns. With a background in journalism and Chicano studies, Esmeralda brings profound cultural
insight and powerful visual storytelling skills to every project.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Ali Dehghan, Ph.D. - Data Analyst
Dr. Ali Dehghan offers 15 years of experience in data science, product development, and analytics,
spanning both academic and industry environments. He has a demonstrated history of leading
data-driven initiatives in technology, higher education, and consumer products, consistently converting
intricate datasets into actionable strategic insights.
In his capacity as Data Analyst for this project, Dr. Dehghan will undertake the analysis of public opinion
data from FM3, alongside demographic and behavioral data, and communication channel performance
metrics. His responsibilities will encompass synthesizing quantitative results into practical
recommendations for optimizing outreach targeting and message creation. He will also lend his support
to multilingual data segmentation and contribute to evaluating the long-term effectiveness of
educational programs. His advanced skills in Python, R, SQL, Tableau, and statistical modeling will be
instrumental in upholding data quality, integrity, and ensuring the consistent delivery of insights
throughout all stages of the outreach campaign.
Alexandra Kaplan (Kaplan Interpreting Services) - Translation Lead
Alexandra Kaplan brings over 16 years of experience in professional linguistic services as the principal of
Kaplan Interpreting Services. As Translation Lead, she will oversee the translation of all outreach
materials into Mandarin and Korean, ensuring accuracy, clarity, and cultural relevance. Her firm
translates over 3,000 documents annually and has supported multilingual communications for
government, healthcare, and legal sectors, including U.S. Citizenship and Immigration Services, Children’s
Hospital of Los Angeles, and the Judicial Council of California. Alexandra’s experience includes
high-profile interpretation for events involving President Joe Biden and Pope Francis, demonstrating her
ability to manage sensitive and high-impact language access needs. Based in Southern California, she has
a strong understanding of the region’s diverse communities and is actively involved in local community
councils, promoting equitable communication. With a proven intake process and deep sector experience,
Ms. Kaplan is well equipped to lead the translation component of Diamond Bar ’s ballot measure
education and outreach campaign.
Renee Fraser, Ph.D. (Fraser Communications) - Media and Digital Platforms Lead
With more than 35 years of experience, Dr. Renee Fraser, a Ph.D. social psychologist and CEO of Fraser
Communications, specializes in developing evidence-based public education, media strategy, and
behavior change campaigns. She offers a distinctive combination of academic knowledge and practical
campaign leadership, along with extensive expertise in persuasive communication, multicultural
messaging, and integrated media planning.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
As the Media and Digital Platforms Lead, Dr. Fraser will be responsible for the strategic development and
implementation of Diamond Bar ’s public education campaign across all traditional advertising media.
She will leverage her extensive experience leading large-scale initiatives for clients, including the Los
Angeles County Department of Public Health, First 5 California, and CalEITC. This experience ensures the
campaign will be rooted in behavioral research and customized for diverse audiences. Dr. Fraser will also
oversee creative content strategy, offer research-backed messaging guidance, and manage media buying
and performance analysis. Her leadership will guarantee that multilingual messaging (English, Mandarin,
and Korean) is culturally competent, impactful, and efficiently disseminated across all appropriate
channels.
Sheyla Ornelas (Fraser Communications) - Media and Digital Platforms Coordinator
Sheyla Ornelas, a bilingual (English/Spanish) media strategist, brings over 17 years of experience to her
role as Account Director at Fraser Communications. Her expertise spans integrated marketing campaigns,
digital content production, influencer partnerships, and community outreach. She has a proven track
record of leading culturally competent campaigns for public agencies, including the Los Angeles County
Department of Public Health and the California Department of Public Health.
Ms. Ornelas, as Media and Digital Platforms Coordinator, will be instrumental in executing Diamond Bar ’s
multilingual media campaign across digital, social, and traditional platforms. Her responsibilities include
coordinating message trans-adaptation for Spanish-speaking audiences, managing media planning and
buying logistics, and overseeing influencer engagement and community partnerships. She will also be
responsible for scheduling campaign deliverables, liaising with media vendors, and ensuring culturally
relevant content reaches diverse community segments. With her robust background in public health
communication and experience managing high-impact campaigns, Ms. Ornelas will guarantee seamless
coordination among creative, media, and outreach efforts.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Firm's Experience/References
Redwood Resources
Organization: MGT
Name: Vernetta Mitchell
Title: Director
Address: 4320 West Kennedy Blvd., Tampa, FL 33609
Phone Number: 704.330.9429 |704.330.9429
Email: vmitchell@mgt.us
Project: Sandag Disparity Study
Completion Date: 2024
Esmeralda Ramirez (Individual Contributor)
Organization: Shell Oil Company
Name: Alyssa Henderson
Title: Diversity Analyst
Email: a.holmes-henderson@shell.com
Eboney Pearson (Individual Contributor)
Organization: State Assemblymember
Name: Brian Mineghino
Title: District Director
Address: 3777 Long Beach Blvd., Suite 260, Long Beach, CA 90807
Phone: 562.400.1125
Email: Brian@joshlowenthal.com
Project Name: Battleground Campaigns
Organization: City of Long Beach
Name: Jennifer Kumiyama
Title: City Manager
Address: 2345 Caspian Ave. Long Beach 90810
Phone: 562.505.7952
Email: Jnkumiyama@gmail.com
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Fraser Communications
Organization: LA County Department of Public Health
Name: Janet Scully
Title: Staff Analyst
Address: 5050 Commerce Drive, Baldwin Park, CA 91706
Phone: 323.509.6332
Email: jscully@ph.lacounty.gov
Project Name: Lead Free Homes LA
Completion Date: 2019- present
Organization: Driving Clean Assistance Program (DCAP)
Name: Norma Hernadez
Title: Communications and Marketing Manager
Address: 1535 Fred Jackson Way, Ste. A, Richmond, CA 94801
Phone: 510.221.2556
Email: nhernandez@communityhdc.org
Completion Date: 1 year, present
Organization: California Department of Insurance
Name: Amy Nungaray
Title: Programs Manager
Address: South Tower, 300 S Spring St, Los Angeles, CA 90013
Phone: 213.817.0363
Email: Amy.Nungaray@insurance.ca.govv
Project Name:
Completion Date: July 2023 - June 2026
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Kaplan Interpreting Services
Organization: Field Claim Services
Name: Louise Lucky
Title: Care Consultant
Phone: 951.233.0512
Email: llucky@fieldclaimservices.com
Project Name: Legal Translation & Interpretation Services for Field Claim Services
Completion Date: 2022-Present
Organization: Paradigm
Name: Janis Pennington
Title: Case Manager
Phone: 949.916.2375
Email: Janis.pennington@paradigmcorp.com
Project Name: Medical Interpretation & Translation Services for Paradigm
Completion Date: 2015-Present
Organization: Dr. Judy Ho Office
Name: Dr. Judy Ho
Title: Clinical and Forensic Neuropsychologist
Phone: 424.253.4116
Email: drjudy@drjudyho.com
Project Name: Linguistic Support for Clinical and Forensic Neuropsychological Evaluations
Completion Date: 2022-Present
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Methodology/Project Understanding
Our seasoned and human-centered approach to this project is rooted in a narrative of community
impact. We understand that sales tax increases are rarely popular. Given the current economic climate
and existing sales taxes, there's a valid concern and potential for misunderstanding due to complex
language. Having worked on the ground level to pass legislation and approve its wording, we are familiar
with community concerns. However, genuine engagement and support are cultivated when the
underlying "why" is woven into every story, meeting, event, and geotargeted post, reaching the right
audience with the right message.
Approach to Scope of Work
At Redwood Resources, we understand that establishing voter trust is a continuous process, starting well
before Election Day. Our strategy centers on crafting compelling narratives and taglines that genuinely
reflect the diverse voices within Diamond Bar. This is achieved through consistent and transparent
communication, informed by data, and tailored to the local context of the community.
This civic education initiative goes beyond a typical communications assignment. We focus on clarity,
accessibility, and authenticity to foster engagement. Our established framework for community-centered
outreach combines strategic planning, multilingual messaging, and measurable engagement, ensuring
that Diamond Bar residents and communities are well-informed and confident in their decisions.
While our methodology incorporates a Continuous and Never-Ending Improvement (CANI) framework,
we understand the need for tailored approaches in different communities. We are dedicated to working
closely with communities through intentional, collaborative, and personalized processes, always
prioritizing the long-term goal of education.
Before Phase I, our kickoff meeting with the City We'll ensure that we are aligned on the outcomes and
the mission of the City. Our discussion will also involve KPIs, other measurements, as well as resources
and tools available to us. We will also discuss the best communication and preference for the city
stakeholders. From this meeting, we'll be able to devise a timeline along with key deliverables.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Part I – Initial Outreach Research
We will start by collaborating closely with the City and FM3 to translate the findings from the recent
opinion survey into effective messaging strategies.
Our initial step will be to convert these survey findings into impactful communication approaches. Our
team will achieve this by:
1. Conducting a gap analysis to align public perception with essential funding realities.
2. Segmenting demographics to identify key groups, particularly Chinese- and Korean-speaking
residents, seniors, and commuters, who require tailored engagement.
3. Auditing current communication materials, community touchpoints, and the messaging tone to
ensure consistency with our outreach objectives.
4. Identifying credible messengers, stakeholder groups, and potential outreach partners to culturally
enhance the City's voice.
We expect to achieve the following outcomes by the end of our outreach research phase:
1. Targeted Messaging Framework: We will develop actionable messaging strategies based on
insights from opinion surveys, tailored to address community concerns and funding realities.
2. Culturally Inclusive Engagement Plan: We will identify priority audience segments, including
Chinese (Mandarin) and Korean-speaking residents, seniors, and commuters, along with specific
engagement strategies for each group.
3. Streamlined Communications Audit: We will provide recommendations to refine and align
current materials and outreach channels, ensuring consistency and effectiveness.
4. Community Amplification Strategy: We will identify a list of trusted messengers, stakeholder
groups, and partners to credibly extend the City’s outreach efforts within diverse communities.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Part II – Development Of Outreach Materials
We will develop a phased outreach plan based on these insights. This plan aims to educate residents
about the City’s fiscal health, service delivery needs, and long-term infrastructure goals, all in the context
of the proposed sales tax measure. Our creative team excels at creating customized materials, including
infographics, rack cards, print advertisements, signage, and banners. We design these resources to
visually and compellingly explain the ballot measure in a way that resonates with the community.
Recognizing that different messages, images, and content may appeal to various community segments,
we tailor our designs and materials to ensure that we effectively engage each group.
Our creative team will create a comprehensive messaging toolkit that is multilingual and cohesive. This
toolkit will include:
● A message matrix and style guide to ensure consistency across all platforms and partners.
● Print-ready materials such as flyers, mailers, and briefing documents, available in English,
Mandarin, and Korean.
● Digital assets for social media, website banners, and e-newsletters.
● Plain-language FAQs and explanatory visuals that simplify complex policies into
community-focused narratives.
This content will be designed to both inform and resonate, especially with residents who may be less
civically engaged or hold a distrust of government communications.
In the case of the City of Diamond Bar, this means drawing from what we’ve learned through FM3’s
public opinion survey, the focus groups, and in-depth interviews to shape the creative direction. We take
that input and use it to build out relevant audience personas, capturing the priorities of the people that
live and work in the City of Diamond Bar. This may include local professionals, small business owners,
faith leaders, seniors, and families with school-age children. These personas shape the message, the
tone, and how we disseminate the message.
Sales tax measures can be difficult for residents to fully understand, especially when the information
feels too technical or it ’s unclear how it relates to them or benefits their life. That ’s why we recommend
developing two creative approaches to help make the message clear and relatable.
Concept 1: will focus on straightforward facts, using bite-sized messages in a clear, easy-to-digest layout.
This could take the form of infographics, brochures, or flyers that explain what the measure is, how it
would work, and how it benefits them.
We know Diamond Bar residents tend to be more affluent and well-educated, with over 50% holding at
least a bachelor ’s degree and a median household income ranging from $100,000 to $143,000. The
majority of people living in Diamond Bar are homeowners (74–77%) and primarily commute by car. The
city is also ethnically diverse, with more than 60% of residents identifying as Asian, 17–19% as Latino,
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
14–17% as White, and 3–4% as Black or African American. Given these demographics, residents are likely
to have thoughtful questions about the proposed sales tax measure and how it affects them personally.
For example:
1. Where exactly is the money going?
2. Why is this sales tax needed now?
3. How will it affect me personally?
4. How much more will I actually pay?
5. Will the revenue stay in Diamond Bar?
6. What has the city already done to manage its budget?
7. Will this sales tax measure expire?
These are the kinds of questions the communications campaign must clearly and proactively answer to
build trust, promote understanding, and encourage informed engagement.
Concept 2: will lean into a more emotional, lifestyle-focused tone. It will show how the measure
connects to everyday priorities like safer streets, well-kept parks, and reliable services that residents
depend on.
It will still address common questions or misconceptions, but it gives us more room to bring the message
to life through personal stories, familiar visuals, and real voices and testimonials from the Diamond Bar
community.
Both creative directions will be designed to reflect the people of Diamond Bar, with culturally relevant
visuals and messaging that speak to different groups in the community. We’ll make sure each version
includes variations that align with the needs and values of the audiences we’re trying to reach, whether
that’s families, seniors, business owners, or local faith leaders.
We also propose developing the creative in threshold languages and updating the visuals to reflect those
communities.
For the duration of the campaign, we would also test the different styles of messaging so we can see
what really clicks with the community before scaling it. This approach gives us the flexibility to refine the
campaign based on what people respond to, making sure the final creative connects in a way that feels
honest and clear. We’ll cover more on this approach in the outreach implementation section below.
Kaplan Interpreting Services will lead the translation and interpretation efforts for the Diamond Bar
ballot measure public education campaign, ensuring equitable access to information for all residents.
They will translate City-approved educational content into Mandarin and Korean, adapting print
materials, digital content, and collateral for in-person presentations to be culturally localized as well as
linguistically accurate. A multi-step quality assurance process, including editing and third-party review,
will be applied to all translations.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Beyond translation, Kaplan will provide qualified interpreters for community workshops and events,
facilitating real-time communication in English, Mandarin, and Korean. This comprehensive approach
guarantees that all Diamond Bar residents, regardless of their primary language, have full access to
information regarding the measure’s purpose, funding allocation, and potential outcomes.
We will assign linguists with relevant experience and certifications in the required language pairs (English
to/from Chinese (Mandarin) and Korean). This includes qualified and certified interpreters, conference,
medical and legal interpreters, depending on the type of content.
Translation and Cultural Localization: Our translations will go beyond literal equivalence to ensure that
the message is culturally relevant and resonates with the target communities, avoiding any
misunderstandings or unintended connotations.
Quality Assurance (QA) Process: We will implement a rigorous QA process that includes review, editing,
and third-party verification for all translations, guaranteeing accuracy, fluency, and consistency before
final delivery.
Dynamic Interpretation Support: We will provide interpreters experienced in consecutive interpretation
for workshops, presentations, and meetings, ensuring clear and accurate two-way communication in
real-time, in both on-site and remote settings.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Part III – Implementation Of Outreach Materials
Working in coordination with the City ’s Community Relations Division, we will launch the campaign by
ensuring all materials are approved, timed, and distributed strategically.
Our team will:
● Support the City in organizing in-person and virtual community workshops and information
sessions.
● Collaborate on media outreach and earned media opportunities, including press releases and
community features.
● Coordinate the distribution of multilingual materials at City facilities, schools, libraries, places of
worship, and through local partners.
● Assist in drafting ballot language in plain, accessible terms, consistent with approved messaging.
● Update and adapt outreach as the City Council’s direction evolves—ensuring residents remain
engaged throughout the campaign lifecycle.
How We’ll Reach Diamond Bar Residents in the Community and Online: To make sure Diamond Bar
residents have the information they need about the proposed sales tax measure, Fraser will roll out a
coordinated outreach effort both in the community and online. Our goal is to meet people where they
already are— whether that ’s at the library, grocery store, or while they’re running errands around the
city. Our proposed media plan includes various platforms including:
Social Media (Paid + Organic): We will design a comprehensive social media strategy tailored specifically
to Diamond Bar ’s demographics, including multi-language content in English, Spanish, Mandarin, and
Korean.
On the organic side, we’ll develop a steady stream of engaging posts for platforms like Facebook,
Instagram, and Nextdoor—each tailored to highlight key aspects of the measure in simple, visual formats
like reels, carousels, and infographics. These will be designed to build trust and transparency by
answering FAQs, busting myths, and sharing relatable community voices (e.g., a local parent or senior
explaining how the measure impacts their family). We’ll also feature upcoming events, ambassador
highlights, and friendly reminders for town halls.
For paid social, we’ll implement geo-targeted ad buys across Facebook, Instagram, and YouTube to reach
Diamond Bar residents by ZIP code, language preferences, and interests. These ads will rotate creative
assets such as 15-second videos, testimonial snippets, and clickable graphics linking directly to the City ’s
landing page. Paid media will be optimized weekly based on engagement and click-through metrics, with
flexible A/B testing on messaging to improve performance. Where possible we will look for digital or
social media grants that the City can benefit from. Given the nature of the message, google ads may
need to be purchased or there may be grants for education.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Additionally, we’ll work with trusted local influencers—including PTA moms, small business owners, and
community leaders—who can organically share posts and stories, further personalizing the campaign
and increasing message repetition in credible voices.
By combining paid amplification with a relatable, multilingual organic presence, our social media
approach ensures that Diamond Bar residents not only see the message, but engage with it in the digital
spaces they already trust and frequent.
Digital Ads: We’ll run digital ads across news sites, local businesses, local blogs, and mobile apps that
Diamond Bar residents are likely to visit. These will include banner ads, short video testimonials, and
clickable graphics in multiple languages, directing users to a dedicated City landing page that simplifies
the measure in plain terms and answers common questions and misconceptions.
Text Campaign: Fraser will manage a focused text message campaign, using ZIP code targeting (and
census tracts if available) to make sure messages reach the right residents. Texts will provide key facts,
upcoming event info (e.g. Townhalls), and links to the website with a phone number. We would
recommend including 1-2 text messages per month for the duration of the campaign.
Printed Materials: Bilingual Flyers, postcards, brochures, and infographics will be distributed across the
city in familiar places:
● At the Diamond Bar Library, near the front entrance and check-out desk
● In St. Denis Catholic Church’s weekly bulletin and at the back of the church
● Inside community centers and parks, like the Diamond Bar Center or Sycamore Canyon Park
Trail, Heritage Park, and Pantera Park.
● We could also include an insertion in the Diamond Bar Golf Course’s monthly newsletter
“Diamond Bar Connection” which gets delivered to all city mailing addresses.
● In the waiting area of the local DMV, where residents have time to read while they wait
● Postcards will be mailed to residents and businesses with a QR code to the website.
We’ll also print materials in other languages like Mandarin and Korean with visuals that reflect the
diversity of Diamond Bar.
Location-based placements: We’ll place printed materials and posters in high-traffic grocery stores like
99 Ranch Market, Vons, and Albertsons, either posted near the entrance or as takeaway cards near the
cash registers, in libraries, and local shops. These are places where people frequent often and are more
likely to grab something they can read later at home.
Bus Shelters and Transit Areas: We recommend placing messaging on bus shelters throughout Diamond
Bar, especially along Grand Avenue off the freeway, near a couple of the shopping centers located on
Grand, and near schools. These large outdoor placements offer a great opportunity for visual messaging.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Posters or transit ads will use large, simple language to communicate what the measure is and why it
matters and direct people to the website.
Local Radio: we’ll create short, conversational radio scripts in English, Spanish, Mandarin, and Korean
that can run on Spotify or Pandora stations. These 30 or 60-second spots will explain the measure in
plain language and point listeners to where they can learn more.
Community Meetings and Neighborhood Councils: Finally, we’ll provide printed materials and videos for
neighborhood councils, townhalls, district meetings, HOA meetings, and other local gatherings. These
can be used by City staff, HOAs, community leaders, or trained ambassadors to help explain the measure
in a low-pressure, face-to-face setting. Examples of these HOA groups include Diamond Bar Country
Estates, Diamond Point Club, Diamond Crest, and Canyon Park.
This plan is designed to reach residents as they go about their daily routines, whether they’re reading a
church bulletin on Sunday, spotting a poster at the park, or picking up a flyer at the library. By placing
messages in familiar, trusted environments, we help ensure that Diamond Bar residents see the
information more than once, and that they understand it easily, and feel well-informed about the
benefits of the proposed sales tax measure when it ’s time to vote.
We provide certified interpreters and translators experienced in legal, medical, and community contexts
for Mandarin and Korean. Our translation services include cultural localization to ensure resonance with
target communities.
Quality Control: Our multi-step QA process, including editing and third-party review, guarantees
accuracy, fluency, and consistency.
Interpretation Services: We offer experienced consecutive interpreters for both on-site and virtual
engagements, facilitating real-time, two-way communication.
Comprehensive Language Services for Effective Community Engagement
Our approach ensures culturally resonant and accurate communication through a multi-faceted strategy:
● Expert Linguist Assignment: We carefully select certified and qualified linguists, proficient in
English to/from Chinese (Mandarin) and Korean. Our team includes interpreters with specialized
experience in conference, medical, and legal settings, ensuring the right expertise for every type
of content.
● Culturally Localized Translation: Beyond direct translation, we focus on cultural localization,
ensuring messages resonate with target communities and avoid misunderstandings or
unintended connotations.
● Rigorous Quality Assurance: Every translation undergoes a strict QA process, including review,
editing, and third-party verification, to guarantee accuracy, fluency, and consistency before
delivery.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
● Dynamic Interpretation Support: We offer experienced interpreters for consecutive
interpretation in workshops, presentations, and meetings, facilitating clear and accurate
real-time, two-way communication in both on-site and remote environments.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Part IV – Communications And Reporting
Beyond distribution, we establish a message effectiveness tracking system encompassing community
feedback loops and digital analytics. This system allows us to assess comprehension, engagement, and
identify any gaps. We will refine core messages as necessary and furnish the City with:
● Monthly reports on engagement benchmarks.
● A comprehensive final campaign summary, outlining insights, outcomes, and recommendations
for subsequent ballot initiatives.
Our reporting process is built on transparency, responsiveness, and true collaboration. We begin each
engagement with a kickoff meeting to align on goals, timelines, and deliverables. From there, we hold
weekly check-in meetings with City staff and partners or as needed to review progress, share drafts of
materials, and discuss feedback. These meetings ensure that the City remains involved at every step and
can make real-time adjustments as needed.
Throughout the campaign, we provide regular updates and status reports summarizing our outreach
activities, media performance, and public engagement. Our team closely monitors how messages are
performing across each channel, from online feedback to community in-person feedback, and we adjust
messaging and tactics as needed to improve clarity, resonance, and reach.
At the end of the campaign, we deliver a comprehensive final media report detailing all activities,
materials produced, audience reach by channel, key learnings, and future recommendations. This report
serves as both an archive and a roadmap for future outreach efforts, ensuring the city has a clear record
of its campaign’s impact.
Constant Communication: We will hold regular meetings with City staff and FM3 to discuss progress,
address any concerns, and receive feedback for message and material updates.
Flexibility and Scalability: Our capacity to handle 20+ languages and our optimized processes allow us to
quickly adapt to any additional linguistic needs that may arise during the project.
Adherence to Ethical Standards: We will ensure confidentiality, impartiality, and professionalism in all
services, maintaining the integrity of the City's message.
Our teaming partner, Kaplan Translation Services, has extensive experience and the competence of
certified and qualified linguists in over 20 languages, uniquely positions to ensure that the Diamond Bar
ballot measure education and outreach campaign is a resounding success, reaching every resident with a
clear and comprehensible message.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Optional Services & Strategic Add-Ons
To expand reach and amplify impact, Redwood Resources offers additional services designed to enhance
community engagement, diversify communication methods, and ensure no resident is left uninformed.
More importantly, with ballot measures, it is a best practice to over-index and inform and touch
communities numerous times. Industry best practice suggests it takes at least 7–10 quality touchpoints
for a message to begin resonating with the public; even more if the content is complex or the audience is
disengaged. With ballot measures, which are complex, interpretive, and drowned by local digital noise, it
may take 12 to 20+ touches for the message to stick.
Our campaign focuses on consistent messaging, repetition across platforms, and layered engagement to
ensure residents not only hear the message but understand, trust, and remember it. These optional
enhancements offer added value and can be activated after discussion with the City; however, they are
not included in our cost proposal to maintain a favorable cost-to-value ratio.
We have added these to provide additional value that we can bring. However, given that the proposal
score is based on cost vs value, we will not include these in our cost proposal. These are optional,
impacting enhancements we can activate and execute on after discussion with the City.
● Additional outreach activations in partnership with schools, small businesses, or local
influencers. Grassroots approaches are time-intensive but effective.
● Video production for web and social media use. Video vignettes are highly effective on social
media and, with compelling themes and storie,s can activate and engage generations that might
not always feel compelled to vote. We recommend allocating $40,000 for video production to
create a series of testimonial-style videos that can be used at community events and on the
City’s website. These videos would feature a range of Diamond Bar voices, including parents,
small business owners, clergy, and leaders from community-based organizations. Participants
would share in their own words what this sales tax measure means to them and why local
investment matters. The goal is to bring real stories to the forefront, making the proposed
measure more relatable and relevant to residents.
● Live translation services for public meetings. Having meetings with various translators
demonstrates inclusivity and is something that we can coordinate to ensure we have the voices
to make others feel welcomed and included at public meetings.
● Mailer distribution management or targeted outreach to historically underrepresented voting
blocks. Often, these pockets of communities may not engage actively as well. However, by
engaging with them in ways that are relevant for them, through fliers, door knockers, mand ail
campaigns, we can reach this population.
● Expanded Outreach and Canvassing: We can scale door-to-door and field-based outreach efforts
in neighborhoods with low engagement, limited internet access, or historically low voter
turnout. This may include deploying multilingual canvassers trained in culturally sensitive
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
education techniques. Door-to-door, in-reach into communities where they live and play, and
rest is an elevated approach to maintain consistent frequency of messaging.
● Professional Design Services: We recommend including an additional budget to support
expanded print needs, such as infographics that explain the proposed local sales tax measure in
a clear, visual format. This would also cover the production of door hangers, postcards, flyers,
and educational brochures to ensure materials are accessible throughout the community. We’ve
successfully developed and distributed similar print collateral for public education campaigns,
including our Lead Free Homes LA program with the LA County Department of Public Health.
While these print materials are outlined in the implementation section above, this line item
would specifically cover the costs associated with printing and distribution in large amounts.
● Enhanced Language Services: In addition to Mandarin and Korean, we can provide translation
and interpretation services in additional languages identified through demographic research.
This includes voiceovers for video content, interpretation for live events, and culturally adapted
messaging. Enhanced language services can also be used on learning AI platforms where we
share educational content.
● Social Media Enhancement: Utilizing online AI educational videos, geo-targeted to specific
communities, helps to engage users repeatedly and 24/7.
● Ad Buys: Using grassroots and community-based approaches is effective when you have a long
timeframe, such as this one. However, for expediting and for effective targeting ad buys are
beneficial and require less hands-on day-to-day management to continue messaging out through
CBOs and others in the community. This is not always welcomed with minimal budgets.
● Mailing Campaign Strategy and Fulfillment: We manage the design, printing, and direct delivery
of mailers and informational inserts that target specific zip codes or demographics. Our team
ensures all content is accessible and compliant with City standards. This is another way to deliver
messaging to those who do not over-index on online platforms. This typically includes elderly
individuals who may still be eligible to vote, as well as some from other countries who may not
have trust in social media platforms.
● Facilitated Presentations and Roadshows: We can organize and deliver presentations for
neighborhood councils, senior centers, cultural groups, and local businesses to explain the ballot
measure in clear, approachable terms and answer questions in real-time.
● Media Coordination and Earned Media Strategy: We can secure press coverage through local
newspapers, radio interviews, and community influencers to elevate awareness without
incurring additional paid media costs.
● Community Ambassador and Volunteer Training: We can design and lead training sessions for
trusted community figures and influencers, equipping them with accurate information,
messaging tools, and engagement strategies to act as local ballot education champions. Some
agencies have paid CBOs and community influencers, which may be a worthwhile consideration
for goodwill and long-term alignment.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
● Pop-Up Information Hubs or Tabling Events: Set up mobile or semi-permanent information
booths at libraries, parks, shopping centers, or City Hall where residents can ask questions and
collect materials in their preferred language. Going where the community is - this is an effective
tool for continuing to message to the community. By creating pop-up tabling events attached to
other social and community events, we further align the community
● Street teams: We recommend listing it as a separate cost to hire street teams a month before
the vote, to directly speak with Diamond Bar residents and disseminate materials in shopping
centers, parks, and school pickup zones. The in-person approach will help remind residents
about the sales tax measure and answer any last-minute concerns residents may have.
● Community Pulse Monitoring: Through multilingual hotlines, digital sentiment surveys, and
engagement analytics, we can provide real-time feedback on community awareness levels and
adjust outreach tactics accordingly.
● Local influencer partnerships: for an additional budget, we could engage with local
influencers/local public officials/ or church representatives. We would identify and vet
influencers that have a strong presence in this area. For instance, Snoop Dogg lives in Diamond
Bar, California and would be a recognizable figure for residents. He is often seen dining at local
restaurants in the area. Another notable celebrity that lives in Diamond Bar is Alex Morgan
(former Women’s soccer player and captain of the U.S. National Team). We would determine
whether there’s a local event or social media opportunity where a celebrity like them could talk
about this measure. In the past, we’ve held online roundtable discussions with athletes and
public health officials to discuss important health-related topics. The audience also had an
opportunity to ask questions related to the topics on the live, giving them a chance to discuss
any misconceptions, concerns, or questions they had. We would organize something similar for
the City.
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Cost for Services
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Redwood Resources
Kaplan
Interpreting
Services Fraser Communications
Schenae
Rourk
Project
Executive
Diane Ripley
Project
Manager
Ali Deghan
Data Analyst
Ebony
Pearson
Project
Outreach
Coordinator
Lead
Esmeralda
Remirez
Graphic Design
Lead
Nicole Spencer
Outreach
Coordinator
Karrye
Braxton
Outreach
Coordinator
Alexandra
Kaplan
Translation
Lead
Renee Fraser
Media and
Digital
Platforms Lead
Sheyla Ornelas
Media and
Digital
Platforms
Coordinator
Account
Executive Sr. Art Director
Creative
Director Copywriter
Production
Director
Director of
Intergrated
Media and
Strategy
Director of
Digital Media &
Analytics
Senior Media
Planner
Paid Search &
Social
Specialist
PART I – INITIAL OUTREACH RESEARCH
a. Analyze research data provided by FM3’s public opinion
survey to identify
trends that can be used to inform education and outreach
efforts.6 4 30
b. Analyze demographic data to understand the target
audience and
identify preferences and barriers within different
demographic groups.6 10 20 20
c. Analyze and identify the communication channels
available to the City.4 20 40
d. Identify stakeholder groups and target audiences within
the City.6 8 20 25
PART II – DEVELOPMENT OF OUTREACH MATERIALS
a. Advise the City on best education and outreach
practices.20 5 10
b. Create a public education and outreach campaign
regarding the City’s financial strengths, anticipated
challenges, and the options to sustain municipal services.6 60 45 12 20
c. Create a public education and outreach campaign
regarding the November 2026 local sales tax ballot
measure. 20 30 10 10 50
d. Create a multi-channel outreach strategy and calendar
utilizing traditional media (print, TV), digital platforms
(social media, website, newsletters), and in-person events
(presentations, workshops).2 4 8 60 4 5 10 15 8 8 6 20 20 20 20
e. Draft multilingual educational messages and materials in
English, Chinese (Mandarin), and Korean using the
approved messages.150
f. Draft messages, educational materials, and content for
traditional print media.4 16
g. Draft messages, educational materials, and content for
the City’s
electronic newsletters, website, and social media accounts.25 720 1080
PART III – IMPLEMENTATION OF OUTREACH
MATERIALS
a. Collaborate with the City’s Community Relations Division
to launch the outreach campaign based on the appropriate
communication plan, ensuring timely and consistent
messaging across all channels.40 30 60
b. Provide guidance and collaborate with City staff to craft
and submit ballot language for the November 2026
election.10 10 10 4
c. Update core messages and materials accordingly.10 10 30 2 5
d. Organize community workshops to educate residents,
key stakeholders, and community groups about the local
sales tax measure, including its purpose, funding
allocation, and expected outcomes.50 400 600 200 120
e. Distribute educational ballot measure outreach materials
in English, Chinese (Mandarin), and Korean.120
f. Refine press releases, mailers, videos, etc., for use by
the City’s Community Relations Division.60 140 270
g. Collaborate with FM3 and the City to support a tracking
survey to test the effectiveness of messages and identify
effective methods for disseminating information.10 2 20 60
PART IV – COMMUNICATIONS AND REPORTING 60 120 80
Total Number of Hours 195 798 105 1585 1815 320 120 150 14 26 10 15 8 8 6 20 20 20 20
Hour Rates 150 125 155 65 75 35 45 75 225 180 150 150 200 200 150 200 200 150 150
Totals 441955 29250 99750 16275 103025 136125 11200 5400 11250 3150 4680 1500 2250 1600 1600 900 4000 4000 3000 3000
Overhead 140%618737 40950 139650 22785 144235 190575 15680 7560 15750 4410 6552 2100 3150 2240 2240 1260 5600 5600 4200 4200
Admin 2%8839.1 585 1995 325.5 2060.5 2722.5 224 108 225 63 93.6 30 45 32 32 18 80 80 60 60
Profit 9%39775.95 2632.5 8977.5 1464.75 9272.25 12251.25 1008 486 1012.5 283.5 421.2 135 202.5 144 144 81 360 360 270 270
Cost for posters 1000
Roadshow up to 4 locations 9500
Flyer up to 10000 10000
Printing other misc example sign in sheets 1000
TOTAL 688852.05
PART V – ADDITIONAL TASKS (OPTIONAL) Cost
Video production for web and social media use $20000 for Social Videos (Other Video is $40000)
Live translation services for public meetings $425 per 2 hour meeting
Mailer distribution management or targeted outreach $23,500
Expanded Outreach and Canvassing $96,500
Social Media Enhancement $50,000
Ad Buys $125,000
Mailing Campaign Strategy and Fulfillment
$30000 per campaign; $15000 for just registered
voters
Facilitated Presentations and Roadshows $23800
(Additional $2125 per roadshow)
Community Ambassador and Volunteer Training $27,100
Pop-Up Information Hubs or Tabling Events (10 a month) $79,500
Community Pulse Monitoring $25,000
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Insurance
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Consulting Services Agreement - Statement of Acceptance
Statement of Acceptance
Redwood Resources hereby certifies that we have reviewed the City of Diamond Bar ’s Consulting
Services Agreement and agree to all terms and conditions as outlined therein. We are prepared to enter
into the Agreement as presented, without modification.
Proposer: Redwood Resources
Signature:
Name: Schenae Rourk
Title: President and CEO
Contact Number: 310.356.7619
Email: srourk@redwoodresources.net
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Appendix - Resumes
City of Diamond Bar - Ballot Measure Public Education and Outreach Services
Schenae Rourk
Innovative and out of the box
thinker, community outreach expert,
collaborative – all with a community
and inclusions lens.
Solutions-oriented. Executive & Advisory Roles
PRESIDENT - NAWBO-CA
TRANSPORTATION BUSINESS ADVISORY COUNCIL
METRO
Chair
LAEDC
Executive Board
CALOSBA
EERTF
BUSINESS ADVISORY COMMITTEE
Bay Area Rapid Transit Agency (BART)
SMALL BUSINESS CO-CHAIR (Previously)
ADVOCACY CO-CHAIR
BizFed
Education
California State University, Sacramento
B.A. Communications, Minor Marketing
UCLA
Management Development for Entrepreneurs
E-Cornell
Women Entrepreneur Certificate
10K Goldman Sachs Program
Schenae’ Rourk is the President of Redwood Resources. She specializes
in the design, management, implementation and oversight of business
outreach, community engagement and other business programs. Work
includes awareness campaigns, utilization, strategic marketing and
development all with a diversity and inclusion lens.
Ms. Rourk has more than 25 years in development, marketing and
communications outreach. She works with public agencies as well as
large corporate entities and nonprofits to develop, implement and
manage corporate messaging through programs. In addition, Ms. Rourk
is the lead executive for developing mentor protégé programs, youth
engagement and similar stakeholder programs, vetting, utilization and
special project management.
She assists in the development of events and community marketing
plans, outreach, focus groups and strategic development for both public
and private sector clients. She facilitates outreach meetings, special
events and showcases up to 2000 seat capacities. Work also includes
contract compliance and utilization as well as capacity building and
technical assistance. She facilitates public meetings, fact sheets,
newsletters, public education and outreach, and has experience in
creating relevance in the social media environment.
Ms. Rourk was recently recognized by COMTO SoCal as the Diversity
Award Honoree and also WTS – LA Rosa Parks Diversity Award.
Relevant Experience
LAWA Workforce Development Environmental Support for Cargo
Modernization
Youth engagement program for impacted communities throughout the
impacted areas of Los Angeles County. The work includes developing
and implementation, planning, outreach, and engagement, and an
internship program, focusing on careers, based primarily on services
from this contract.
NAWBO-California NextGen Program
This program was designed to engage the next generation of
entrepreneurs. There were series of outreach and engagement in select
programming for their growth. A series of seminars, in person, events,
and one on one advisory services included an online group peer to peer
mentoring program. A focus on the program was to target
entrepreneurs who were from disadvantaged communities and/or
minority entrepreneurs.
Areas of Specialty
Small/Diverse Business Utilization
Business Equity
Strategic Alliances
Stakeholder Engagement
Mentor Protégé Programs
Youth Engagement Programs
Impacted Stakeholder Programs
Outreach
Strategic Marketing
Business Development
Program / Project Management
PRESIDENT/CEO
Redwood Resources
Youth Engagement Program / Hensel Phelps
The Youth Engagement Program (YEP) was designed, implemented, and managed through cohorts of youth ages 14.5 to 21
to be engaged with the opportunities available in the construction industry, and encourage them to embrace professional
experiences that are nearby but out of their immediate neighborhoods developed by Hensel Phelps and Redwood
Resources. There were two cohorts for the East County Hall of Justice and one cohort for the Juvenile Justice Center. Both
targeted communities were youth who were disadvantaged from local high schools as well as those who may have been
touched by the system. The work also involved connecting with nonprofits and CBOs, the unions and local politicians to
engage with the youth in an immersive 6 week program.
Oakland Public Library Outreach Plan
This plan includes targeting youth impacted around the development and design of a new community library. Our work
includes outreach, engagement for the local community.
Citywide Safer Streets Media Outreach Campaign
This is an outreach plan focused on creating awareness about safer streets in Pasadena. Part of the outreach focuses on
youth engagement at various schools throughout the city.
Volunteer and Leadership Roles
Ms. Rourk is in various leadership roles that require facilitation and coordination of meetings include with staff/officials from
the County, cities, special districts, stakeholder/special interest groups, non-profit organizations and community-based
organizations, and other interested members of the public to identify potential issues, concerns, and special considerations.
In these roles, she is equipped and expected to analyze needs, concerns and identify collaborative considerations. She
prepares materials, coordinates translation services, special needs. In many roles, she is looked at as a subject matter expert
in small business recovery and equity as well as procurement practices and policies as it benefits small and diverse
businesses.
Schenae Rourk is recognized locally, regionally and statewide for her work in advocacy, and business equity for all. In 2022,
she was selected as the COMTO SoCal Diversity Award winner and recently in 2021, as WTS-LA Rosa Parks Diversity Award
Champion. She has been appointed to several councils that support economic recover for small and disadvantaged
businesses including:
CalOSBA - Entrepreneur and Economic Recovery Task Force
BART - Business Advisory Council (Past Member ending 2022) and other similar council roles
BizFed - Advocacy Co Chair and previously Small Business Co Chair
LAEDC - Appointed to Executive Board
NAWBO-CA - President of the statewide organization providing advocacy, mentoring, programs and education to all women
business owners across the state.
In these roles, she supports outreach, policy, innovations and economic justice.
OTHER RELEVANT EXPERIENCE
RMC – SELA Cultural Center – 2021-2023
Our role on Sela was to provide consultative outreach and strategic communications for stakeholders and also proposal
reviews. Our work included direct communications and assessments with the agency, stakeholder mapping, proposal
reviews and scoring methodologies and approaches to a community outreach and engagement plan.
Diane Ripley
Diane is a self-starting communications
professional with twenty-two years of
experience developing and maintaining
strong and strategic relationships. She is
highly skilled at working solo and/or
collaboratively with cross-functional
project teams and stakeholders by
strategically aligning advocacy and
engagement procedures to effectively
attain goals or advance purpose, policies,
and principles. She successfully created and
executed hundreds of communications
campaigns, special and corporate events,
and supervised corporate social
responsibility and charitable giving
programs.
Education
Areas of Specialty
●Government/Public Affairs
●Stakeholder Engagement
●Crisis Communication
●Legislative Communications
●Media Relations
●Advocacy
●Economic Development
●Strategic Communications
●Community Outreach
●Project Management
●Special Event Planning
●Meeting Planning
●Comprehensive
Communications
●Legislative Outreach
●Corporate Social
Responsibility
●Relationship Building
●Internal/External
Communications
strategically aligning advocacy and engagement procedures to
effectively attain goals or advance purpose, policies, and principles.
She successfully created and executed hundreds of communications
campaigns, special and corporate events, and supervised corporate
social responsibility and charitable giving programs.
Project Manager
Redwood Resources
Relevant Experience
Redwood Resources – Outreach Specialist - 2024 – present
Diane Ripley is responsible for community outreach initiatives.
Kirste Ripley Public Relations - Consultant/Director - 2001 to present
Clients:
Mitsubishi Corporation/ConocoPhillips, Liquefied Natural Gas (LNG)
Terminal
Government Outreach Stakeholder Management Crisis Communications
Media and Advertising Corporate Giving/Charity Programs Strategic
Communications Community Outreach Business Representation
Supervised client’s internal and external communications, government
affairs and community outreach for their $500 million proposed LNG
energy facility in the Port of Long Beach. Responsibilities included
extensive and strategic relationship building with local, state, and federal
government officials and community leaders; developed and maintained
media relationships; crafted press releases and marketing materials; and
supervised client’s $1 million dollar community charity-giving program and
special events.
Petroleum Company
Community & Employee Outreach Corporate Giving/Charity Programs
Government Advocacy Brochures and Material Development Media and
Public Relations
Drafted and summarized a conflict resolution protocol, successfully
managed client’s exposure, and diminished-to-zero the potential
multi-million dollar legal/environmental liability caused by its urban oil
exploration. Finally, over sixty-nine structural damage reports were
officially filed resulting in zero lawsuits. Within two years I was able to
move my client forward by engaging and maintaining the company's
relationships within the community, and with national, state, and local
government officials and legislators. Built and managed external
stakeholder relations guidelines and developed and promoted employee
communication skills through mentoring and training. Designed and
managed print-process all print materials, including community outreach
brochures. Supplied critical guidance and oversight of the company’s
social responsibility programs.
Accountable Health Care Plan
Government Advocacy Corporate Giving/Charity Programs
Successfully advocated with local, county and state legislative officials which resulted in reauthorization of their
existing multi-million dollar contract and securing of new contracts.
Long Beach Memorial Healthcare Center
Industry Outreach Press/Media/Advertising Brochures Collateral Material Development
Through the use of social media and key stakeholder relationship building, over a period of three years --I formed
three separate and successful teams and together we designed and crafted three award-winning Belmont Shore
Christmas parade floats.
City of Long Beach
Government and Community Outreach Comprehensive Media and Public Relations Campaign Brochure and Collateral
Development Special Events Planning
Through my ability to deliver targeted results at cost and on schedule I designed, created and implemented multiple
and financially successful city-wide public-private and economic investment and marketing projects: “Movies in the
Park”(city-wide: Long Beach/Signal Hill and currently in its 10th year), “Buy Long Beach/Buy Local” (city-wide, currently
in its 17th year) and the new Business Corridor District Beautification campaign – its stand-alone value at over $2
million dollars.
Oil Operators Inc, LLC
Government and Community Outreach Corporate Giving/Charity Program
Designed and directed a strategically targeted and critically necessary educational campaign to assist in minimizing
community activism over an oil and gas dumpsite. Through my government advocacy and crisis communications
efforts I was able to cancel-out fines in excess of over $1 million dollars. I also secured the required city, county, and
state remediation permits. In partnership, we drafted the company’s annual giving guidelines.
LA Seismic, LLC
Government Affairs and Community Education Comprehensive Media and Public Relations Campaign Brochures and
Collateral Material Development Project Management Corporate Giving/Charity Giving
Secured government and private permitting, created and managed an educational policy plan, and created and
managed a comprehensive and critically strategic and extensive government and community outreach protocol for
urban geophysical surveys --- resulting in twelve highly successful seismic survey projects, valued at over $150 million
dollars, in over 23 cities and two counties: Los Angeles and Orange, the Ports of Long Beach and Los Angeles and the
companies located within the ports' boundaries, it’s rail yards, public rights-of-way, and individual small businesses, oil
refineries, hospitals and schools. I also created the company’s charity-giving guidelines, designed brochures and press
materials, and organized LIVE press coverage.
Municipal Petroleum Analysts
Government Affairs Advocacy Project Management Industry Outreach Corporate Giving
In partnership --crafted and amended city’s municipal code resulting in an additional $4M annual revenue stream. We
designed the company's government and community outreach program, and we completed an oil property and
pipeline audit which resulted in a negotiated agreement of $1.4 million, with an immediate collection of $230,000.00
for the city and the discovery of two major revenue resources.
Nationwide Insurance Company
Government Outreach Corporate and Public Relations Alignment Corporate Giving Government Advocacy
Developed and provided strategic entrée for company’s executives to government representatives and public officials
which resulted in securing and increasing multi-year/multi $million-dollar contracts and their presence in California.
Lead advisor in community investment.
Education
California State University, Long
Beach
Course of Study: Data Analytics
California State University,
Fresno
Bachelor of Arts in Family
Consumer Science
Areas of Specialty
•Public Outreach &
Engagement
•Project Management
•Strategic Planning
•Public Speaking
•Presentations
•Brand Awareness &
Marketing
•Media Relations
•Corporate Social
•Responsibility
•Diversity, Equity and
Inclusion
•Event Planning
•Budgeting
•Fundraising
•Workforce Development
•Grant Making
•Meeting Facilitation
•Canva
•Quick Study
Eboney Pearson
Adept and seasoned community relations
and project management professional, with
technical acumen in government affairs
and program implementation. An asset in
team settings with the ability to
problem-solve through multiple projects.
Being grounded with a drive to meet goals
with sound judgment makes me a great
asset.
Outreach Coordinator
Lead
Redwood Resources
Relevant Experience
Redwood Resources – Outreach Coordinator
Lead
2025 – present
Managing outreach and community engagement programs.
Social Good Solutions – Leader of Health Initiatives,
2023 – present
•Build and maintain philanthropic relationships, programs, and projects
combined with technical acumen and emotional intelligence, while
contributing to social justice movements to support equity and
inclusion.
•Manage several project portfolios that include policy advocacy, grant
management and compliance, workforce development, community
leadership and power building, and economic development.
•Led workforce development pilot to facilitate grant-making for
healthcare workforce development pipelines.
•Provide leadership in building, nurturing and growing networks to
foster connections that yield effective collaboration within and across
the ecosystems SGS facilitates for local and statewide efforts.
•Support varied department initiatives at a fast pace, with foresight of
political climate and funding trends.
•Collaborate in a team setting to support and advance project goals,
nurture unique networks of philanthropic partners exhibiting the firm’s
mission and values in Los Angeles, San Bernardino, and Monterey
County.
City of Long Beach-City Council - Chief of Staff
2022
•Under limited direction, supported the Council member by planning,
directing, coordinating, and evaluating the overall operation of the
Council members office, while managing staff.
•Performed a variety of advanced professional duties and analytical
projects for strategic planning that aids the district’s existing and future
needs, including the political landscape.
•Acted as a liaison to other City Council and local governmental offices, responded to constituent and media
inquiries; while representing the Council member at community groups, and business meetings.
•Reviewed and recommended policy in briefings for the Council member and the community to address issues.
•Exercised cost-benefit analysis to monitor budgets, authorize expenditures, and assess needed local investments.
•Conducted interdepartmental communications to aid in executing City projects and complying with City policy.
Los Angeles Job Corps - Business and Community Liaison
2019 - 2022
•Created community outreach and engagement programs harnessing partnerships to achieve strategic goals and
programmatic targets in coalition with community-based organizations, foundations, government agencies and
elected officials. Produced press-releases and operated social media outlets to increase digital presence.
•Advanced workforce development goals by managing government relations with stakeholders at all levels of
government aligning with Department of Labor standards.
•Reactivated Community Relations and Workforce Development Councils to retain and double membership.
•Served as the Equal Employment Opportunity Representative for all 100+ employees while serving on the Diversity.
•Equity, & Inclusion Committee to produce educational publications and training to meet new corporate initiatives.
•Performed program evaluations and drafted reports using qualitative and quantitative tools to comply with DOL
•Established internships for career pathways to government with Congress member Karen Bass, Congressman Jimmy
Gomez, Los Angeles Mayor Eric Garcetti, and the Young Invincibles.
•Secured a Federal Reserve Bank in-kind technology donation of $10,000 dollars.
•Acquired a donation from the United Way to provide PPE to 600 at-risk students impacted by COVID-19.
•Exceeded Job Corps National Association and Corporate Headquater’s annual goals 3 years consecutively.
•Managed workforce development partnership programs with the San Francisco Federal Reserve Bank, Los Angeles
Police Department, Los Angeles County African-American Employees Association and the United Way Los Angeles.
Los Angeles City Council - Executive Assistant
2018
•Directed the administrative practices, department operations and strategic objectives of Los Angeles City Council
member of the 7th District.
•Managed high profile projects that impacted thousands of Los Angeles residents.
•Coordinated a high volume of confidential government relations meetings on behalf of the Council Member.
•Provided inter-departmental support while managing staff and assignments.
•Conducted policy research and analysis to prepare briefing reports for Council use.
•Communicated on behalf of Council Member with Community-Based Organizations, company executives, and other
Elected Officials regarding policy initiatives and grant opportunities.
Long Beach Job Corps - Day Residential Advisor
2014 - 2015
•Managed operations for the Social Development Department in their residential site housing 200 students.
•Facilitated staff training, annual compliance training in partnership with the U.S. Department of Homeland Security.
•Coordinated on-site College & Career Fair featuring the externships, labor unions, and educational partners.
•Established partnerships with career pathway employers and trade unions in the areas of Healthcare, Construction,
and the Military.
Political Campaigns - Independent Contractor
2013 - 2024
•Managed staff and volunteers of all ages for campaign needs and goals as a Field Coordinator.
•Coordinated call time and to meet fundraising and performance goals as a Finance Assistant.
•Coordinated community meetings to promote candidates and survey constituents’ needs or issues.
•Conducted donor research to identify funders and compile reports to aid in reaching a 700K goal.
•Tracked employee hours and produced timesheets for payroll while evaluating staff performance.
•Maintained databases to reflect constituent feedback while targeting voters to win races.
Nicole Spencer
Community engagement specialist with
more than 10 years of experience
solving challenges while looking for
ways to add efficiency to processes or
implement new ones. ess operation
pain points and coordinate to
implement new procedures and SOPs.
collaborating
Education
California State
University-Dominguez Hills,
Carson, CA
Bachelor of Arts in
Communications
Areas of Specialty
Community Engagement
Event Coordination
Marketing and
Communications
Requirements Gathering and
Documentation
Project Management and
Coordination
Stakeholder Management and
Coordination
As a high I (DISC) Nicole, engages community on the phone,
on line and in person with warmth and a can - do mindset.
Outreach Coordinator
Redwood Resources
Relevant Experience
Redwood Resources – Outreach Coordinator - 2024 – present
Coordinated outreach efforts that resulted in distributing promotional
flyers to over 50 local senior centers, raising awareness of the ON the
Move riders program. Responded to an average of 10 daily inquiries from
community members regarding upcoming events for the SANDAG
Disparity study; facilitated information sharing that increased event
participation. Conducted outreach efforts for the MTA_DGS study to
engage stakeholders and support research initiatives.
UST Healthproof-Business Analyst – 2022 – 2023
Reduced data processing time by 30% and improved overall data accuracy
by conducting statistical analysis on numerical data sets and discovering
inefficiencies in data processing. Decreased training time by 10% and
elevated process adherence by 35% through developing user-friendly
flowcharts, mock-ups for SOPs, and facilitating cross-team collaboration.
Directed weekly client meetings for the implementation of seven client
projects. Minimized overall project timeline by 20% and increased team
productivity by 15% through directing project workflows. Cataloged
detailed analysis of SOPs, monitored system data and integrity for
standardization, identified areas for improvement, and recommended
solutions that led to a 35% increase in efficiency. Managed onboarding
trackers and scheduled SOP reviews as needed using SmartSheet.
Security Token Academy-Project Manager/ Producer- 2013-2019
Decreased time spent on pre-live stream preparation by 40% and ensured
seamless execution of high-quality broadcasts by implementing
programming processes. Led a team of 25 producers through sound
leadership, influential direction, and distribution of labor. Executed
large-scale events that held 500+ attendees by integrating strategic plans,
collaborating with executives, and maintaining top organization. Raised
participation rates to 75% and implemented the use of social media to
optimize exposure. Grew new organic traffic to events by 25% through
spearheading social media support and promoting events. Developed and
maintained project plans, schedules, and budgets, resulting in cost savings
of 35% on average.
Relevant Experience
Redwood Resources - Outreach Coordinator - 2024 - Present
In this role, Karrye does outreach and community engagement from
San Diego up to Northern California. She is a strategist and can also
manage projects effectively. Some of her work includes interviewing
small and diverse businesses, as well as community-based
organizations for disparity studies, as well as outreach.
Volunteer Advisory Neighborhood Commissioner in Ward 4 of
Washington, D.C Department of Transportation Bus-only Lane Study for
US-1, 16th Street NW
The 16th Street NW corridor is a traffic-heavy, commuter
transportation route that starts in the north at the top of the
Washington, DC/State of Maryland border. The route travels through
high-income/high-wealth neighborhoods, as well as low-income/low
wealth communities, to the White House. The tension between the
various communities of Ward 4 (survey and field research indicated
that high income families have their own personal vehicles while
low-income families feature fewer personal vehicles, depend more on
public transportation and are more often immigrants to the USA)
meant that the eight commissioners of ANC4A would not agree to
accept a bus-only lane on this transportation corridor. As the eight
commissioners of ANC4A primarily represent American-born,
high-income families, I had to advocate for the low-income families
and recent immigrants in Ward 4. I was able to bring the group to a
neutral compromise to NOT vote either way on a bus-only lane for this
route.
Advocated for the former Walter Reed Army Military Medical Center
(WRAMC) in Ward 4 to have its land transferred wholly to the District
of Columbia as part of the Base Realignment and Closure (BRAC)
process. She encouraged this transfer to ensure that homeless
veterans, senior citizens and other low-income families would receive
housing more quickly, as the BRAC regulatory process requires.
Karrye Braxton
Ms Braxton is a well-connected executive in
the US Government Contracting Industry
with robust experience in Federal
procurement and contract management, as
well as subcontracts administration and
negotiation. Established and maintained key
relationships with stakeholders. A
remarkably successful mentor to peers and
colleagues, owing to exceptional people skills
with a solid track record in surpassing goals.
Thrive in fast-paced environments and
cherish a chance to manage teams through
innate problem-solving skills with an attitude
of charming gravitas.
Education
Master of Business
Administration (MBA)
Finance & Public
Policy — Wharton School,
University of Pennsylvania,
Philadelphia, PA
Master of Arts (MA)
International Relations:
Middle Eastern Studies &
Economics — SAIS, The
Johns Hopkins University,
Washington, DC
Areas of Specialty
Small/Diverse
Business Utilization
Compliance Strategic Alliances
Stakeholder Engagement
Mentor-Protégé Programs
Youth Engagement Programs
Impacted Stakeholder
Programs
Outreach Strategic Marketing
Business Development
Program/Project Management
IT Governance
Outreach Coordinator
Redwood Resources
skills with a solid track record in surpassing goals. Thrive in fast-paced
environments and cherish a chance to manage teams through innate
problem-solving skills with an attitude of charming gravitas.
President & CEO — Global Business Solutions, Inc. — Washington, DC March 2002 - May 2021
As a Co-founder of a consulting firm in US Government Contracting Industry specialized in Infrastructure design &
improvements for transportation, water & sanitation, and energy production in emerging economies in Middle East &
Africa, Central America & the Caribbean, Eastern Europe, and the USA. I sustained the startup with an average of
$600K annual revenue across 17 years. Adroitly decreased costs, recruited management, staff, and subcontractors;
increased clean energy and private power producers; expanded access to foreign direct investment (FDI) in emerging
economies. Executed winning proposals for three prime contracts and 15 subcontracts in USG contracting industry
for $10M across 17 years for a startup international development firm. I implemented a financial inclusion project
that's become the standard for Central America for focusing on monitoring financial institutions' risk rather than
strict regulatory compliance. Instrumental in tripling results for 3 of 12 Project goals; doubled five of the 12
deliverables and reduced subcontractor prices by 35% to decrease overall budget costs for the firm’s $3M
engagement. Developed tax legislation, regulatory guidance & plans for overseas projects. Established and executed
financial control systems to monitor company operations' compliance and oversight and collect data for analysis and
results. Completed Midterm evaluation of the Government of Ukraine project on land reform & property rights.
Coordinated conference planning for USAID Bureau for Europe Pooled Financing Workshop for Infrastructure.
Ensured completion and execution of all Reports and Work Plans with a focus on the effective, efficient, and
successful implementation of deliverables on time and within budget.
Esmeralda Ramirez
Creative bilingual leader with 22+ years
driving strategic growth, operational
excellence, and impactful audience
engagement across diverse media
platforms in the world’s second-largest
media market. Versatile media leader with
expertise in content production, PR, and
audience engagement across Spanish and
English outlets. Proven track record in
operational efficiency, innovation, and
strategic growth at Ruiz Strategies and
BiasSync. Strong leadership in
cross-functional collaboration,
problem-solving, and business
development. Skilled in managing remote
and in-person teams, ensuring productivity
and adaptability in dynamic work
environments.
Education
California State University
Northridge Northridge, CA
Bachelor of Arts Double Major:
Journalism and Chicano Studies
Areas of Specialty
Strategic Leadership
• Contract Management
• Client Management
• Team Management
• Project Management
• Procedure Development
• Internal and External
Communications
Creative Development
• Event Management
• Budget Management
• Content Production
• Content Development
• Video Production
• Content Strategies
Communications Strategies
• Crisis Communication
• Digital Strategies
• Social Media Strategies
• Marketing Management
• Media Relations
• Public Relations
audience engagement across Spanish and English outlets. Proven
track record in operational efficiency, innovation, and strategic
growth at Ruiz Strategies and BiasSync. Strong leadership in
cross-functional collaboration, problem-solving, and business
development. Skilled in managing remote and in-person teams,
ensuring productivity and adaptability in dynamic work
Project Manager
Redwood Resources
Relevant Experience
Redwood Resources – Project Manager - 2024 – present
Esmeralda is the communications and digital strategy lead for our
community outreach initiatives.
BiasSync - Senior Manager - 2019 - present
Experienced professional skilled in contract and project management,
content development, video production, client relations, and procedural
development. Led crossdepartmental efforts to implement wide-ranging
programs in alignment with strategic goals,
collaborating directly with stakeholders. Proven ability to drive strategic
initiatives, streamline operations, and manage complex projects with
diverse teams. Recognized for adaptability, leadership, and a proactive
approach that strengthens client partnerships and delivers impactful
results.
CLIENT HIGHLIGHTS
PepsiCo
• Successfully managed and completed over 10 high-impact projects,
achieving 100% on-time
delivery and aligning outcomes with PepsiCo's strategic DEIA goals.
• Facilitated multilingual content delivery across 28 languages, broadening
accessibility and
engagement across global PepsiCo offices by 40%.
Genentech
• Developed a series of customized videos on unconscious bias, racial and
gender sias,
antisemitism, and islamophobia leading to a 30% increase in employee
engagement and
training participation.
• Led a cultural humility awareness campaign, contributing to a
measurable shift in employee
sentiment towards inclusivity, with a 35% improvement in DEIB survey
scores.
Defense Counterintelligence and Security Agency (DCSA)
• Managed a comprehensive organizational climate assessment for DCSA, gathering data from
over 5,000 employees to drive key insights for improvement in the workplace culture.
• Increased stakeholder collaboration across 5 major DCSA divisions, ensuring the seamless
integration of DEI policies into agency workflows and achieving a 15% improvement in
employee feedback on workplace inclusivity.
Department of Interior (DOI)
• Oversaw a comprehensive DEI contract to implement an Organizational Equity Audit and
Inclusivity Survey, collecting input from over 15,000 employees to inform strategic DEI
decisions.
• Built strong relationships with senior executives and cross-functional teams, leading to a 25%
increase in collaborative projects and enhanced stakeholder engagement.
City of Long Beach
Government and Community Outreach Comprehensive Media and Public Relations Campaign Brochure and Collateral
Development Special Events Planning
Through my ability to deliver targeted results at cost and on schedule I designed, created and implemented multiple and
financially successful city-wide public-private and economic investment and marketing projects: “Movies in the
Park”(city-wide: Long Beach/Signal Hill and currently in its 10th year), “Buy Long Beach/Buy Local” (city-wide, currently in its
17th year) and the new Business Corridor District Beautification campaign – its stand-alone value at over $2 million dollars.
Oil Operators Inc, LLC
Government and Community Outreach Corporate Giving/Charity Program
Designed and directed a strategically targeted and critically necessary educational campaign to assist in minimizing
community activism over an oil and gas dumpsite. Through my government advocacy and crisis communications efforts I was
able to cancel-out fines in excess of over $1 million dollars. I also secured the required city, county, and state remediation
permits. In partnership, we drafted the company’s annual giving guidelines.
Ruiz Strategies, Senior Client Success Manager, Senior Producer, Event Manager, and PR Manager - 2011 - present
Skilled in event and budget management, content production, social media, marketing, and public relations. Drove successful
events, managed budgets, and developed compelling content while executing strategic marketing and media initiatives.
Collaborated with cross-functional teams to boost brand visibility, streamline efforts, and engage audiences through
innovative social media and PR strategies. Known for delivering results in fast-paced environments and aligning with
organizational goals.
CLIENT HIGHLIGHTS
Toyota
• Spearheaded the launch and management of Toyota’s Supplier Diversity division’s social media platforms and campaigns,
driving an 80% growth in social media followers and significantly enhancing the brand’s visibility and reputation within the
diversity community.
• Developed and executed 20+ social media marketing strategies specifically aimed at promoting supplier diversity initiatives
and driving a 60% increase in engagement.
Shell
• Led and managed event marketing efforts, including logistics and execution, highlighting Shell’s commitment to supplier
diversity. This resulted in a 50% increase in participation and enhanced visibility at 15+ industry events and conferences each
year.
• Collaborated with 10+ internal teams and 15+ external partners to plan and execute supplier diversity events, ensuring
smooth coordination and achieving 95% positive feedback from stakeholders.
NASA
• Managed a team of 12 employees across 3 NASA centers, overseeing 15+ contract assignments related to NASA
internships, social media, and custom content creation, resulting in the successful completion of 100% of projects on time
and within budget.
• Developed and maintained strong relationships with 10+ stakeholders at each center, ensuring seamless project alignment
with organizational goals and contributing to a 20% improvement in project efficiency.
Education
Eastern Michigan University
Ph.D. in Technology
Management
Eastern Michigan University
Master of Science in Project
Management
Lulea University of Technology
Master of Business
Administration in Marketing
IAU Tehran
Bachelor of Science in Electrical
Engineering
Certification
Scrum Master Certified
Areas of Specialty
•Project Management
•AI/ML
•A/B Testing
•Statistical Modeling
•Product Launch
•Product Presentations
•Data Visualization
•Agile/Scrum Methodology
•SAS/SQL/Python/R
•Oracle
•Teradata
•DB2
•Hadoop
•Tableau
Ali Dehghan
Analytically minded self-starter with years
of international experience collaborating
with cross-functional teams and ensuring
the accuracy and integrity around data and
actionable insights. Spearhead insights
generation by combining various secondary
data sources and collaborating with
multiple Commercial Data and Analytics
colleagues to develop a
thorough understanding of brand’s
performance, offering tactical
recommendations to enhance it.
multiple Commercial Data and Analytics colleagues to develop a
thorough understanding of brand’s performance, offering tactical
recommendations to enhance it.
Data Analyst
Redwood Resources
Relevant Experience
Redwood Resources – Data Analyst
2025 – present
Ali plays a critical role in translating data into actionable insights that
drive informed decisions across outreach, marketing, and program
evaluation.
University of La Verne – Associate Professor of IT & Business Analytics
(Tenured)
2019 – present
•Conducting deep research in data science fields including machine
learning.
•Teach various courses in data analytics.
•Specialist in predictive modeling, Multivariate Analysis using SAS, JMP,
R, MATLAB, Python.
Vertafore – IT Product Lead
2010 - 2014
•Served as a subject matter expert by translating clients’ requirements
into analytic questions. Demonstrated hands on proficiency
•in using SAS and Teradata to access data and developing Tableau
dashboards to visualize the results.
•Utilized strategies to achieve a 20% increase in annual online
subscriptions annually.
•Substantially contributed to the closing of $10M+ of new business by
delivering quality on-site sales support.
•Migrated to SalesForce CRM system created a comprehensive
customer repository (Cloud System).
LG Electronics - Sr IT Product Manager
2005 - 2009
•Maintained responsibility for multiple IT products, as well as all aspects
of online/social media marketing and content writing.
•Ensured the successful launch of products by utilizing price positioning
and enhancing marketing tools.
•Deliver on Events roadmap priorities and evaluate trade-offs
•Document and manage feedback on Events automation to ensure our progress towards our goals are both
measurable and
•significant
•Spearheaded the launch of the LG laptop brand in the East Coast market.
•Attained $100M in annual sales and surpassed sales amount by 150% and sales margins by 25%.
•Launched LG laptops in MENA (Middle East & North Africa) and obtained 8% market share
ASUS TEK - Product Manager
2004 - 2005
•Directed an online marketing team to generate demand through online advertising.
•Lead complex, cross-functional product marketing go-to-market initiatives for product features.
•Earned recognition from senior management for securing $1M+ in new business.
•Launched ASUS laptop in Dubai’s market and obtained %18 market share.
ABB Inc - Product Manager
2002 - 2004
•Closed a $40M deal with the UAE’s ministry of energy.
Additional Experience:
Pepperdine University Graziadio Business School - Professor of IT
2016 - 2018
•Responsible for teaching numerous graduate-level courses in marketing and information systems
Education
University of Southern
California: Bachelor of Arts,
Philosophy and Psychology;
M.A., Psychology; Ph.D, Social
Psychology
Areas of Specialty
•Integrated communications
development
•Qualitative and quantitative
research
•Creative strategy
development
•Brand development
•Deep expertise in campaign
development for statewide
and local government
agencies
Renee Fraser, Ph.D.
As founder of Fraser Communications,
the only U.S. ad agency run by a social
psychologist, Renee brings a unique
perspective to marketing. Studying
neuroscience, tapping into deeper brand
values, finding insights about consumers'
wants and subconscious expectations
equips her team with unusually creative
ways to engage and persuade
consumers.
CEO, Executive Director
Fraser Communications
Relevant Experience
Fraser Communications –CEO, Executive Director -1998 -present
Works with her team to design and implement qualitative and
quantitative research to develop keen insights, including listening sessions
and collaborating with community organizations to better determine
culturally relevant messaging and outreach approaches. Guides the
research team in developing evaluation research and KPI measurement
on campaigns. Works closely with clients to develop strategic, culturally
relevant, highly memorable campaigns utilizing earned and paid media,
trusted sources, influencers, social media, partnerships with CBOs, and
more.
Bozell Advertising –Executive Vice President & General Manager -1998
–1991
Directed the operation of over 120 staff members. Constructed and
directed new business acquisition program. Added $60 MM+ in new client
billing. Helped clients increase sales 300% -500%. Sat on Operations
Board of Bozell . Managed and directed full automation of creative
department. New clients acquired: California Federal Bank, Rockwell,
Asics, Sega, Alta Dena Dairy, Founders Club, Interactive, and Standards
Brands Paint Co. Additional Clients served: Warner Bros., Kawasaki Motor
Co., Chrysler, Lorimar, and Alpha Beta Supermarkets
Bozell Advertising -Senior Vice President, Director of Strategic Planning
& Research –1984-1988
Developed advertising development process adopted by entire agency.
Implemented and managed strategic planning for all Bozell Los Angeles
accounts. Developed brand strategy and corporate mission statements
for clients, including Rockwell, Kawasaki, and California Federal Bank.
Created proprietary projective research tools for developing consumer’s
imagery and corporate brand identities. Built strategy platforms for major
campaigns and new products. Designed, implemented, and wrote market
structure studies to predict sales and market trends.
SHEYLA ORNELAS
Fraser Communications I 1631 Pontius Avenue, Los Angeles, 90025
TITLE: Account Director | Director of Talent Relations
SUMMARY: Creative, results-driven marketing strategist with 17+ years of account management
experience leading effective marketing programs, sports and influencer campaigns, and large
immersive event and video activations. Fluent in Spanish, Sheyla’s ethnic marketing expertise
ensures culturally appropriate, engaging messaging across social and digital efforts for government,
entertainment, and corporate campaigns.
RELEVANT EXPERIENCE:
● All Accounts: Lead local and nationwide marketing campaigns (more than $4M accounts)
involving strategic planning, research, influencer outreach, media planning and buying,
creative development, and production. Manage community outreach efforts and
relationships with community-based organizations and public health officials. Collaborate
with team to translate and trans-adapt messaging into Spanish. Responsible for sports
marketing initiatives and influencer partnerships (as needed across multiple accounts);
secured multiple partnerships at zero or very low cost, offering significant value when
compared to traditional marketing partnership investments.
● Toyota & SiriusXM: Led the ‘We Are All Hybrids’ campaign, overseeing all aspects of the
account and securing talent to shoot highly produced videos and post on social media as
part of the campaign’s social media strategy.
● Los Angeles Department of Public Health: Manage the Tobacco Control and Prevention
Program for 6 years to plan media campaigns, strategize campaign messaging, and secure
sports and influencer partnerships for the campaigns. Also coordinate research/focus groups
and listening youth sessions. Member of the Latino Coordinating Center for a Tobacco-Free
California (LCC), a group focused on reducing tobacco-related health disparities among
Latinos in California.
● Los Angeles Department of Public Health: Led the Diabetes Prevention Program to develop a
printable toolkit for providers to be used nationwide, for pre-diabetic patients, and for
patients managing their diabetes. Materials are being created in threshold languages.
● Los Angeles County Department of Public Health: Oversee the Lead Paint Hazards
Remediation Program to plan media campaigns, lead community efforts, establish ongoing
relationships with community-based organizations, District Supervisors, stakeholders, and
public health officials for program planning, budget management and reconciliation.
● California Department of Public Health: Oversaw the Prenatal Screening Program to develop
educational prenatal screening videos/collateral for providers and expecting parents.
● Secured celebrities and influencers for video marketing productions at Verb Technology
● Partnered with Illumination Entertainment and Universal Pictures to market the promotional
campaign for the film Sing
EMPLOYMENT HISTORY:
● Fraser Communications, 2019-Present
● NBA Association, Sky Sports 2005-Present
● Verb Technology, 2014-2017
● The A List, 2013-2014
● The Global Executive Network, 2011 – 2013
● California State Lanterman Development Center, 2005 – 2013
● Attention Interactive, 2008 – 2010
EDUCATION:
● California State University, Fullerton, Bachelor of Arts, Communications, Public
Relations; Minor in Sociology
A highly accomplished CEO of a leading interpreting services company, with extensive experience as a legal
and medical interpreter specializing in complex, high-stakes cases demanding utmost confidentiality and
delicacy. Consistently the preferred choice for numerous law firms due to unparalleled professionalism, rapid
response, and unwavering commitment to precision. Proven ability to cultivate and manage a vast network of
interpreters in over 200 languages and dialects, ensuring exceptional linguistic support for diverse clientele.
SUMMARY
EXPERIENCE
(833) 547-7770 info@kaplaninterpreting.com www.kaplaninterpreting.com 6 Centerpointe Dr 7 Floor, Suite 700 La
Palma CA 90623
th
CEO/FOUNDER - Kaplan Interpreting Services, Los Angeles, CA (2017-Present)
Spearhead operations and business development for a comprehensive medical and legal interpreting
service.
Lead and manage a network of highly qualified interpreters.
Possess extensive experience in simultaneous and consecutive interpretation events for large audiences.
Provided interpretation services at significant international events, including the Summit of the Americas.
Assisted in high-level events involving President Biden and Pope Francis.
Collaborated with numerous law firms across the USA and large corporations such as NIKE.
Provide creative leadership and strong advocacy for assuring, sustaining, and advancing the patient and
family experience to achieve best quality outcomes
Completed over 300 depositions.
Participated in 200 hearings.
Performed 200 sight translations.
Medical Interprete - One Call Care Management, Irvine, CA (2013-2018)
Deliver consecutive and simultaneous interpretation for workers' compensation patients.
Demonstrate cultural competence with Latino(a) patients from diverse backgrounds.
Navigate complex medical and legal processes, ensuring patient satisfaction.
Accurately assess the need for simultaneous interpretation or a thorough and concise summary.
Communicate effectively with various levels of management and industries related to patient care.
Interact with patients from diverse educational and socio-economic backgrounds.
Utilize medical, anatomy, and physiology terminology to enhance the patient experience.
Exhibit innate ability to quickly comprehend and accurately re-express messages from the source language
to the target language.
Adhere to ethical codes that protect confidentiality of information to comply with HIPAA regulations.
Discuss personal client-related issues with sensitivity and professionalism.
Understand and present information of a scientific or technical nature.
Assist health care professionals with understanding the patient's medical history & presiding symptoms.
ALEXANDRA KAPLAN
(833) 547-7770 info@kaplaninterpreting.com www.kaplaninterpreting.com 6 Centerpointe Dr 7 Floor, Suite 700 La
Palma CA 90623
th
Medical Interpreter -Translating Solutions, Santa Monica, CA (2009-2013)
Fashion Entrepreneur - ALE'S Boutique, Huntington Beach, CA (2013-2014)
Behavior Therapist - Speech, Language, and Educational Associates of Los Angeles, CA (2007-2008)
Project Manager - Kaplan Construction, Los Angeles, CA (2005-2008)
Spanish Teacher - Bais Yaacov High School, Los Angeles, CA (2005-2013)
Facilitate conversational Spanish course to employees at the Philippine Embassy.
Develop interactive, conversational, & practical curricula for high school students and business
professionals.
Provide students with direction regarding appropriate grammar, proofreading and editing skills.
Utilize community resources to verify facts and statistics using legitimate reference sources.
Proofread student project work to detect errors in spelling, punctuation and syntax that are culturally
relevant.
Establish role plays with students to heighten their confidence level before evaluating their performance.
Business Planning Analyst - Mount Sinai Hospital, New York, NY (1999-2004)
ALEXANDRA KAPLAN
EDUCATION & CERTIFICATIONS
Master's in Business Administration (MBA), LBAN/Stanford (2022)
Goldman Sachs 10,000 Small Businesses Program (Completed)
Court Cer tified Interpreter, Judicial Council of California (2018)
Certified Medical Interpreter, Certification Commission for Healthcare Interpreters (2011)
Certification as Health IT Implementation Manager, Santa Monica Community College, Santa Monica, CA
Master of Healthcare Administration (MHA), Washington University School of Medicine, St. Louis, MO (1999)
Bachelor of Science - Business Administration, Universidad Metropolitana, Caracas, Venezuela (1997)
SKILLS
Interpretation: Simultaneous Interpretation, Consecutive Interpretation, Legal Interpretation, Medical
Interpretation, Court Certified, Cultural Competence, Medical Terminology, Anatomy & Physiology, HIPAA
Compliance, Confidentiality, Sight Translation, Depositions, Hearings.
Language & Instruction: Bilingual (English, Spanish), Conversational Spanish Instruction, Curriculum
Development, Proofreading, Editing, Grammar, Writing.
Business & Leadership: Business Ownership, CEO Leadership, Project Management, Strategic Planning,
Client Relations, Communication, Customer Satisfaction, Leadership, Network Building, Team Management,
Business Development.