HomeMy WebLinkAboutRFP - City of Diamond Bar, L. Norowood & Associates
L. Norwood & Associates
Proposal Submission
City of Diamond Bar
Ballot Measure Public Education and Outreach Services
Table of Contents
1. Cover Letter...........................................................................................Page 2
2. Project Team .........................................................................................Page 3
3. Firm’s Experience/References................................................................Page 8
4. Methodology/Project Understanding ....................................................Page 9
5. Cost for Services.....................................................................................Page 13
6. Insurance................................................................................................Page 15
7. Consulting Services Agreement (Exhibit A) .............................................Page 16
8. Project Team Resumes............................................................................Page 17
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June 12, 2025
Attn: Alex Batres
City Manager ’s Office
City of Diamond Bar
Dear Mr. Batres,
On behalf of L. Norwood & Associates, I’m pleased to submit this proposal for Public Education and
Outreach Services in support of the City of Diamond Bar ’s 2026 local sales tax ballot measure.
L. Norwood & Associates is a woman-owned communications and digital strategy firm based in Southern
California, specializing in demystifying complex public policy issues through multilingual, culturally
relevant multimedia strategies and content. Since 2019, L. Norwood & Associates has helped cities and
mission-driven organizations across California educate and engage the public around ballot measures,
policies, fiscal impacts, and local governance priorities. Our integrated approach spans message testing,
in-language creative development, stakeholder engagement, and full-stack content production, including
print, digital, and in-person assets.
Our firm's roots and reach across Los Angeles and the Inland Empire give us a distinctive understanding
of Diamond Bar's regional role. As a Los Angeles native who now resides in the Inland Empire, I know
firsthand the dynamics that shape the city's commuter populations and cultural identity. With its
proximity to SR-57 and SR-60 and connections to the Metrolink Station, Diamond Bar serves as a vital
tri-county connector, linking Los Angeles, Riverside, and Orange counties. Its strategic location and
multilingual community call for an outreach campaign that's both hyperlocal and regionally
aware—something our team is uniquely positioned to deliver.
Our proposal also includes support from Mae Gates of MGA Consulting. Mae and L. Norwood &
Associates previously collaborated on a State Senate campaign in SD-28—she as Campaign Manager, and
my firm as the communications and mail consultant. Together, we successfully executed a
comprehensive voter contact program that reached over 1 million registered voters across Southern
California. That trusted partnership forms the foundation of the team we're bringing to this engagement.
We are honored by the opportunity to partner with the City of Diamond Bar and look forward to
supporting a transparent, community-informed public education campaign. This proposal is valid for 180
calendar days.
Sincerely,
Lanae Norwood
CEO and Principal, L. Norwood & Associates
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I. Project Team
Lanae Norwood
CEO and Principal Consultant, L. Norwood & Associates
Lanae Norwood is CEO and Principal Consultant of L. Norwood & Associates, a Southern California-based
strategic communications and digital media firm. With over 18 years of experience leading campaigns,
ballot measures, and mission-driven initiatives, she has led multilingual outreach efforts across the state
and nationwide. She specializes in organizational leadership, campaign development, culturally resonant
public education strategies, and messaging, particularly in diverse suburban and urban communities. For
this project, Lanae serves as the Project Director, overseeing strategy, the communications plan,
alignment with City priorities, and coordination with all partners and consultants. Lanae will also make
significant contributions to developing campaign messaging, the public education plan, and informing
the voter contact strategy.
Scope of Work Responsibilities:
● Part I-a: Analyze research data provided by FM3’s public opinion survey to identify trends that
can be used to inform education and outreach efforts.
● Part I-b: Analyze demographic data to understand the target audience and identify preferences
and barriers within different demographic groups.
● Part I-d: Identify stakeholder groups and target audiences within the City.
● Part II-a: Advise the City on best education and outreach practices
● Part II-b: Create a public education and outreach campaign regarding the City’s financial
strengths, anticipated challenges, and the options to sustain municipal services.
● Part II-c: Create a public education and outreach campaign regarding the November 2026 local
sales tax ballot measure.
● Part II-d: Create a multi-channel outreach strategy and calendar incorporating traditional media,
digital platforms, and in-person event
● Part II-e: Draft multilingual educational messages and materials in English, Korean, and Chinese
(Mandarin) using approved messaging
● Part II-f: Create educational content and messaging for traditional print media
● Part II-g: Develop digital content for newsletters, the City website, and social media platforms
● Part III-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.
● Part III-a: Collaborate with the City’s Community Relations Division to launch the campaign
● Part III-e: Distribute educational ballot measure outreach materials in English, Chinese
(Mandarin), and Korean.
● Part III-f: Refine press releases, mailers, videos, etc., for use by the City ’s Community Relations
Division.
● Part III-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.
● Part IV: Provide regular updates, facilitate meetings, and oversee final review of outreach
materials
● Part V-e: Distribution of mailers or other print materials on behalf of the City
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Juliana Williams
Project Lead, L. Norwood & Associates
Juliana Williams brings over 15 years of experience in public affairs, journalism, project management
coalition building, and community-driven campaigns across California. She has developed and
implemented outreach strategies that prioritize equity and culturally relevant engagement. Juliana
specializes in organizing multilingual events, coordinating grassroots efforts, and managing field teams
On this project, she will lead campaign messaging, the public education plan, and voter contact strategy.
Scope of Work Responsibilities:
● Part I-c: Analyze and identify the communication channels available to the City.
● Part I-d: Identify stakeholder groups and target audiences within the City.
● Part II-c: Create a public education and outreach campaign regarding the November 2026 ballot
measure
● Part II-d: Create a multi-channel outreach strategy and calendar incorporating traditional media,
digital platforms, and in-person event
● Part II-e: Draft multilingual educational messages and materials in English, Korean, and Chinese
(Mandarin) using approved messaging
● Part II-f: Create educational content and messaging for traditional print media
● Part II-g: Develop digital content for newsletters, the City website, and social media platforms
● Part III-a: Collaborate with the City’s Community Relations Division to launch the campaign
● Part III-b: Provide guidance to craft ballot language
● Part III-e: Distribute outreach materials through digital communications
● Part III-f: Refine press releases, mailers, videos, etc., for use by the City ’s Community Relations
Division.
● Part III-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
● Part IV: Provide regular updates, facilitate meetings, and oversee final review of outreach
materials
● Part V-e: Distribution of mailers or other print materials on behalf of the City
Jelani Hendrix
Project Coordinator, L. Norwood & Associates
Jelani Hendrix is a civic engagement professional with deep expertise in voter mobilization, phone
banking, and peer-to-peer texting. He has led regional GOTV campaigns across Southern California and
builds highly effective voter contact programs, particularly in underrepresented communities. Jelani will
direct the ballot measure campaign’s text and phone outreach.
Scope of Work Responsibilities:
● Part III-a: Help launch outreach campaign via phone and text banking
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● Part III-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.
● Part V-a: Additional public outreach and education efforts.
● Part V-d: Conducting additional presentations
● Part V-e: Distribution of mailers or other print materials on behalf of the City
Mae Gates
Senior Campaign Strategist, MGA
Mae Gates is a political strategist, fundraiser, and former Chief of Staff in the California State Senate. She
has led statewide policy campaigns and secured millions in public and philanthropic dollars for civic
engagement and equity initiatives. Mae most recently led fund development for the Black Equity
Collective and now serves as Principal Consultant of MGA Consulting. In this project, Mae will serve as
the Community Engagement Lead, overseeing grassroots implementation and partner coordination.
Scope of Work Responsibilities:
● Part I-a: Analyze FM3’s public opinion survey data to identify trends that inform outreach
strategies
● Part I-b: Analyze demographic data to understand target audiences and identify barriers
● Part I-c: Identify and evaluate communication channels available to the City
● Part I-d: Identify key stakeholder groups and demographic-specific target audiences
● Part II-b: Develop a public education campaign explaining the City’s financial strengths,
challenges, and funding needed
● Part II-c: Develop an outreach campaign for the November 2026 local sales tax ballot measure
● Part II-d: Co-Create a multi-channel outreach strategy and calendar incorporating traditional
media, digital platforms, and in-person event
● Part II-e: Draft multilingual educational messages and materials in English, Korean, and Chinese
(Mandarin) using approved messaging
● Part II-f: Create educational content and messaging for traditional print media
● Part II-g: Develop digital content for newsletters, the City website, and social media platforms
● Part III-a: Collaborate with the City’s Community Relations Division to launch the campaign
● Part III-e: Distribute educational ballot measure outreach materials in English, Chinese
(Mandarin), and Korean.
● Part III-f: Refine press releases, mailers, videos, etc., for use by the City ’s Community Relations
Division.
● Part III-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.
● Part V-e: Distribution of mailers or other print materials on behalf of the City
Monika Moses
Project Coordinator, L. Norwood & Associates
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Monika Moses is a seasoned graphic designer and communications expert with a track record of
producing high-impact materials for ballot measures, civic initiatives, and public agencies. Her design
approach focuses on visual clarity, accessibility, and cultural resonance. She will lead creative production
of mailers, digital ads, and in-language print assets.
Scope of Work Responsibilities:
● Part II-e: Draft multilingual messages and materials in English, Korean, and Chinese (Mandarin)
● Part II-f: Design messages and materials for traditional print media
● Part II-g: Create content for digital platforms including newsletters and social media
● Part III-c: Update creative assets to align with evolving campaign needs
● Part III-f: Finalize mailers, videos, and creative materials
● Part V-b: Provide additional design services if needed
Kenna Kotinek
Project Coordinator, L. Norwood & Associates
Kenna Kotinek is a skilled organizer and stakeholder engagement specialist with experience in voter
education and issue-based organizing. She brings a nuanced understanding of coalition dynamics and
has led numerous outreach efforts in diverse suburban communities. In this project, Kenna will assist
with targeted stakeholder engagement and support workshop facilitation.
Scope of Work Responsibilities:
● Part II-b: Develop a public education campaign explaining the City’s financial strengths,
challenges, and funding needed
● Part II-c: Create a public education and outreach campaign regarding the November 2026 ballot
measure
● Part II-d: Create a multi-channel outreach strategy and calendar incorporating traditional media,
digital platforms, and in-person event
● Part II-e: Draft multilingual educational messages and materials in English, Korean, and Chinese
(Mandarin) using approved messaging
● Part II-f: Create educational content and messaging for traditional print media
● Part II-g: Develop digital content for newsletters, the City website, and social media platforms
● Part III-e: Distribute educational ballot measure outreach materials in English, Chinese
(Mandarin), and Korean.
● Part III-f: Refine press releases, mailers, videos, etc., for use by the City ’s Community Relations
Division.
● Part V-a: Additional public outreach and education efforts
● Part V-b: Additional design services for public outreach and education materials
● Part V-c: Additional language translation services
● Part III-e: Support mail distribution logistics and targeting
● Part V-e: Provide additional print distribution support if needed
Jasmine Bright
Project Lead, L. Norwood & Associates
6
Jasmine Bright supports operations and project implementation across all L. Norwood & Associates
campaigns. She brings project management expertise and a detail-oriented approach to timelines,
deliverables, and documentation. Jasmine will help facilitate internal and client meetings, track
deadlines, and coordinate approvals from City staff.
Scope of Work Responsibilities:
● Part I-a: Analyze research data provided by FM3’s public opinion survey to identify trends that
can be used to inform education and outreach efforts..
● Part IV: Coordinate meeting logistics, track milestones, and support reporting to City staff
● Part V-a: Additional public outreach and education efforts
● Part V-b: Additional design services for public outreach and education materials
● Part V-c: Additional language translation services
Waqar Ahmed
Data & Targeting Analyst, L. Norwood & Associates
Waqar Ahmed is a data analyst with expertise in voter file targeting, demographic analysis, and
communications channel optimization. He has provided data and targeting services for statewide and
local campaigns across California. For this project, Waqar will analyze the public opinion survey from
FM3 and demographic data to shape voter targeting and message segmentation.
Scope of Work Responsibilities:
● Part I-b: Analyze demographic data to understand audience preferences and barriers
● Part I-c: Analyze and identify City communication channels
● Part II-g: Develop digital content for newsletters, the City website, and social media platforms
● Part III-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.
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II. Firm’s Experience/References
Reference from L. Norwood & Associates
Sabrina Smith
California Calls
Chief Executive Officer
ssmith@calicalls.org
The California Redistricting Hub/ 2020 Census Counts Campaign: My Black Counts
L. Norwood & Associates created two campaigns for the California Calls coalition that sought to engage
and educate California’s Hard-to-Count (HTC) communities about the critical importance of the census
and redistricting processes amidst the COVID-19 pandemic. The goal was to address and overcome
skepticism surrounding the census, encourage active participation, and underscore the significance of
accurate representation for Black communities. We leveraged a comprehensive communications and
digital marketing strategy to reach over 1.3 million Californians.
February 2021
Reference from L. Norwood & Associates
Aron Walker
SEIU Education & Support Fund
Senior Director of Program Administration
aron.walker@seiuesf.org
Child Care Providers United- Training Fund
L. Norwood & Associates developed, launched and managed the digital and communicative identity of
the Childcare Providers United Training Fund (CCPU-TF). Central to our endeavor was creating accessible
communications hubs designed to serve childcare professionals from diverse cultures. We focused on
language justice to offer access to resources, including business workshops, skills training, university
opportunities, funding, and technology access. We utilized strategic communications, website
development, social media management, and multimedia documentation to amplify CCPU-TF’s childcare
providers’ advocacy.
2025
Reference from MGA
Steve Belhumeur
SB Strategies
Founder and CEO
steve@sbstrategiesinc.com
Yes on Measure A (LA County - 2022)
As Campaign Manager for the Yes on Measure A ballot measure in LA County, Mae Gates oversaw
day-to-day campaign operations, coordinated consultant deliverables, managed the budget and
approvals process, and served as the campaign’s lead liaison to funders, stakeholders, and coalition
partners. She ensured campaign milestones were met, facilitated earned and paid media strategy, and
led community engagement efforts to drive visibility and voter turnout. The measure ultimately passed
with overwhelming support.
November 15, 2022
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III. Methodology/Project Understanding
L. Norwood & Associates, with support from MGA Consulting, proposes a comprehensive, three-phase
communications and public education campaign that ensures Diamond Bar residents are well-informed
about the City’s proposed 2026 local sales tax ballot measure. Our methodology is designed to build
awareness, deepen understanding, and ultimately move voters from passive knowledge to active
support. We will partner closely with the City and FM3 to ensure all outreach is legally compliant,
data-informed, and reflective of the City’s commitment to transparency and cultural relevance.
Coordination with City Staff
L. Norwood & Associates understands that a successful public education campaign depends on strong
collaboration with City staff. According to the City ’s guidance, the Assistant City Manager will serve as
the primary point of contact, with the Community Relations Manager as a secondary liaison. We will
maintain an open line of communication and adjust our cadence as needed to align with City priorities,
staff availability, and evolving project milestones.
Proposed Coordination Strategy
Kickoff Meeting (August 2025):
Within the first two weeks of contract execution, we will hold a kickoff meeting with the Assistant City
Manager, Community Relations Manager, and any core team members identified. This session will
solidify the campaign calendar, finalize points of contact by department, review legal compliance
expectations, and confirm City-specific communications protocols.
Phase 1 (August – December 2025): Biweekly Strategy Syncs
We propose biweekly 30-minute check-ins with the Assistant City Manager and/or Community Relations
Manager to coordinate messaging development, ambassador recruitment, stakeholder outreach, and
early media purchases. These meetings will ensure smooth interdepartmental coordination as
foundational campaign pieces are finalized.
Phase 2 (January – May 2026): Monthly Progress Meetings
As we transition into content development and early implementation, we propose monthly progress
meetings with the City’s public education core team. These meetings will include creative previews,
messaging updates, print and mail scheduling, and any required input from City departments.
Phase 3 (June – November 2026): Biweekly Tactical Check-ins
As we enter the peak outreach period, we recommend resuming biweekly check-ins to ensure timely
decision-making, rapid approvals, and smooth coordination around voter contact, ambassador events,
digital engagement, and reporting. These meetings will be supplemented by ad hoc calls as needed to
troubleshoot or expedite production.
Our goal is to function as an agile, reliable partner to the City—ensuring staff are never surprised,
overburdened, or left out of critical communication decisions. This structure is designed to be
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collaborative, not cumbersome, and we are flexible in adapting to the City’s evolving needs throughout
the campaign lifecycle.
Message Testing & Collaboration with FM3 and City Staff
L. Norwood & Associates has deep experience collaborating with polling and research firms to co-create
campaign messaging grounded in voter insights. For this effort, we anticipate close coordination with the
City’s selected polling partner—FM3 Research—to ensure all public education messages are clear,
resonant, legally compliant, and tailored to the Diamond Bar electorate.
Our Collaborative Approach
Initial Alignment Meeting (Fall 2025):
Upon notification of FM3’s engagement, we will schedule a joint alignment meeting with City staff and
FM3 to understand the research scope, target sample composition, timing, and goals. This ensures all
parties are working from the same strategic foundation.
Message Co-Development:
L. Norwood & Associates will work with FM3 and the City to co-develop message frames and testable
language for polling and focus groups. Our focus will be on plain language framing that addresses key
voter concerns—service delivery, infrastructure investments, and local quality of life—without crossing
into advocacy.
Focus Group Support:
We will coordinate with FM3 on recruiting, community framing, and visual material design for up to two
focus groups. Our in-house creative team will prepare sample mailers, ads, or messaging prompts in
English, Chinese, and Korean as needed for testing.
Integration of Research Findings:
Once polling and focus group results are delivered, L. Norwood & Associates will work quickly to
synthesize key takeaways into the creative direction for all voter communications. Messaging will be
calibrated based on the most persuasive, clear, and legally permissible frames identified through FM3’s
testing.
Feedback Loop with City Staff:
Throughout the message development process, we will keep City staff closely informed and engaged.
Draft messages, tone guidelines, and communications assets will be shared for review and revision
before being finalized for public use.
Our Goal
Our goal is to ensure all outreach is strategically aligned, evidence-based, and
community-validated—grounding every mailer, ad, and talking point in tested, trusted language that
reflects the concerns and values of Diamond Bar residents.
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Voter Contact Strategy
We will use tailored tactics that align with Diamond Bar ’s demographic makeup, commuter culture, and
information ecosystems. Our strategy includes:
Direct Mail:
We will execute a 12-piece mail plan beginning in April 2026 and running through Election Day.
High-propensity voters will receive at least one piece per month starting in April, with the frequency
ramping up beginning in July. All mailers will be developed in-language for Mandarin, Korean, Tagalog,
Vietnamese, and Spanish-speaking households and will emphasize clarity, legal compliance, and cultural
fluency.
Digital Ads:
Digital advertising will mirror direct mail messaging to reinforce saturation, particularly among younger
and swing voters. Though the digital audience is smaller, digital will play a critical role in increasing
frequency and message retention.
Out-of-Home (OOH) Advertising:
We will take full advantage of Diamond Bar ’s commuter routes and public gathering spaces to deploy
high-visibility civic messaging. OOH tactics will include:
● Grocery store ads and in-store signage
● Billboards near major corridors (SR-57, SR-60, Grand Ave)
● Park bench ads in high-foot-traffic zones
● Transit shelter ads
● Banners on street poles or light posts (subject to City approval)
● Digital/static kiosks in commercial centers and civic buildings
● Shopping center posters & window wraps in plazas like Diamond Bar Town Center and H Mart
Plaza
Phone & Text Banking:
Peer-to-peer texting and live phone outreach will begin shortly after the June 2026 primary and ramp up
significantly in the fall, targeting both high- and mid-propensity voters. Messaging scripts will be
customized for in-language contact where appropriate.
Ambassador Program:
We will identify and train trusted community ambassadors who reflect the city ’s cultural, generational,
and faith-based diversity. These ambassadors—including college-aged AAPresidents, local pastors, and
civic leaders—will engage voters in churches, community events, and one-on-one outreach.
Ethnic & Traditional Media:
Paid media placements will include AAPI outlets (print, digital, and radio where effective) to ensure
culturally grounded messaging. We will also leverage traditional newspapers and regional media.
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Video, Email & Social Media Content:
All creative will be developed in-house by L. Norwood & Associates, including short-form explainer
videos, email blasts, and social media toolkits. This ensures alignment across formats and rapid
turnaround capacity as needs evolve.
Language Accessibility:
All voter-facing content will be available in English, Mandarin, and Korean. L. Norwood & Associates has
translated civic and policy content into more than 13 languages and brings trusted quality assurance
practices to ensure readability, accuracy, and relevance. Diamond Bar is a multilingual community—and
we deeply respect how critical language inclusion is to meaningful civic engagement.
Our Commitment
Comprehensive Translation: All voter-facing mailers, digital ads, scripts, videos, and outreach materials
will be available in English, Mandarin, and Korean. These three languages reflect the primary linguistic
needs of Diamond Bar residents, ensuring accessibility not just linguistically but culturally and
contextually.
Cultural Fluency: Translations will be produced and reviewed by bilingual staff with regional expertise to
ensure nuance, tone, and legal compliance—not just literal translation.
Legal & Civic Standards: Every language version will maintain message fidelity and adhere to California
election regulations, ensuring readability, accuracy, and trustworthiness.
Hyper-Local Reach: Materials will be distributed in trusted channels—from AAPI media outlets to church
bulletins, senior centers, community newsletters, and focal points where these language communities
engage.
Ongoing Adaptation: As message testing and focus group insights roll in, we will refine language and
imagery to ensure resonance across all six target languages—creating a campaign that truly speaks to
the lived experience of Diamond Bar residents.
Engagement Timeline
Phase 1: Foundation & Strategy (August – December 2025)
● Foundation and Strategy
● Align with City staff and FM3 to develop campaign calendar
● Finalize overall messaging strategy and outreach plan
● Purchase all paid media slots (OOH, digital, print) by Dec. 31 for competitive rates
● Begin ambassador recruitment and onboarding
● Establish community partnerships and conduct stakeholder mapping
Phase 2: Creative Development and Early Engagement (January – June 2026)
● Design and produce voter-facing materials across all media formats
● Launch initial rounds of mail to high-propensity voters
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● Begin text and phone outreach shortly after the March 2026 primary
● Pilot digital ads and ambassador-led community outreach
● Continue content testing and refine messaging based on field feedback
● Kickoff community workshops
Phase 3: Full-Scale Voter Contact and Message Saturation (July – November 2026)
● Intensify all outreach efforts—direct mail, digital ads, phone/text banking, ambassador activities,
and OOH
● Ensure all voter segments receive consistent, repeated exposure to key messages
● Continue producing content to meet real-time needs (FAQs, community endorsements,
explainer videos)
● Activate full ambassador program with outreach at houses of worship, civic events, and trusted
institutions
● Monitor performance and adjust tactics to optimize engagement in the final stretch
● Continue community workshops
IV. Cost for Services
Line Item Description Rate Allocated # of
hours
Estimated Cost
L. Norwood &
Associates
Consulting Fee
Project management,
strategy development,
stakeholder
coordination
$300 per hour 975 hours over
15 months
(average 65
hours p/mo)
Not to exceed
$292,500
MGA Consulting
Fee
Project management,
strategy development,
stakeholder
coordination
$200 per hour 450 hours over
15 months
(average 30
hours p/mo)
Not to exceed
$90,000
Focus Groups (2) Recruitment,
facilitation, participant
incentives, analysis
Between $5,000-
$10,000 each
Not to exceed
$20,000
Video Production Three – short form
videos up to 60 seconds
for digital ads, reels, and
community messaging
Between $5,000-
$10,000 each
Not to exceed
$25,000
Direct Mail High-quality Design,
printing, and postage for
direct mail campaign, 12
mailings
Varies Not to exceed
$320,000
13
Paid Media: Digital
Advertisement
Geotargeted ads across
social platforms and
Google
Varies Not to exceed
$40,000
Paid Media: Ethnic
Media
Print ads in AAPI outlets Varies Not to exceed
$15,000
Paid Media:
Out-of-Home
Advertisement
Billboards, bus shelters,
or transit ads
Varies Not to exceed
$100,000
Paid Media: Email
Marketing
Newsletter ad
placement, purchased
email lists, e-blast
creation
Varies Not to exceed
$10,000
Phone Bank
(Optional)
Voter contact through
live and automated calls
(includes training +
scripts)
Varies Not to exceed
$50,000
Community Events
+ Teach-ins
Town halls, workshops,
tabling, supplies,
refreshments,
honorariums
Varies, up to 6
engagements
Not to exceed
$20,000
Ambassador
Program
(Optional)
Stipends + training for 5
trusted messengers to
do peer outreach
$5,000 each
Not to exceed
$25,000
Translation
Services
Multilingual translation
for materials, captions,
and outreach assets
Varies Not to exceed
$25,000
GRAND TOTAL Not to exceed
$1,032,500
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V. Insurance
Statement Certifying Insurance Coverage
June 12, 2025
Attn: Alex Batres
City Manager ’s Office
City of Diamond Bar
Dear Mr. Batres,
L. Norwood & Associates, along with its project partners Mae Gates (Principal Consultant, MGA
Consulting) and Lanae Norwood (Founder, L. Norwood & Associates), acknowledges and accepts the
insurance requirements outlined in the City’s Professional Services Agreement.
We hereby certify the following:
We understand that the required insurance coverage is a prerequisite to entering into a contractual
agreement with the City under its existing purchasing Ordinance.
We will submit all required documentation of insurance coverage upon contract execution, including but
not limited to general liability, professional liability, workers’ compensation (if applicable), and
automobile liability coverage as defined in the City’s contract terms.
We confirm that our respective insurance carriers can meet all required minimum coverage limits and
will provide Certificates of Insurance (COIs) naming the City as an additional insured, if required.
We fully understand that failure to meet these insurance requirements shall result in disqualification
from consideration.
A formal Statement Certifying Insurance Coverage will be submitted upon notification of award and prior
to execution of the final agreement.
Sincerely,
Lanae Norwood
Principal, L. Norwood & Associates
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VI. Consulting Services Agreement
Statement of Agreement to Consulting Services Terms and Conditions
June 12, 2025
Attn: Alex Batres
City Manager ’s Office
City of Diamond Bar
Dear Mr. Batres,
L. Norwood & Associates, in collaboration with MGA Consulting, hereby certifies that we agree to the
City’s Consulting Services Agreement terms and conditions as outlined in the Request for Proposal.
We have reviewed the standard agreement and acknowledge that no revisions or edits are proposed at
this time. Should any clarifying questions arise during contract negotiation, we will engage
collaboratively and in good faith to address them with City staff.
We understand that acceptance of these terms is a condition of award and affirm our intent to comply
fully upon selection.
Sincerely,
Lanae Norwood
Principal, L. Norwood & Associates
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LanaeNorwood
CEO, Social Entrepreneur & Servant
Leader
Working Hero Action
Jan 2019- Jan 2020
experience
National Director of Campaigns &
Organizing
Co- created and led national organization
expansion and #EndPoverty campaign.
Digital First Media
(LA News Group)
June 2012 - Oct 2014
skills
& expertise
Chief Strategist and Innovator
Organizational Development
Leadership Development
Movement Architect
Program Design and Implementation
Team Builder and Coach
Political Consultant
Marketing and Communications
Trainer and Facilitator
references
President
California Calls
athigpenn@cs.com
Executive Director
BLU Educational Foundation
dwalker@bluedfoundation.org
Anthony Thigpenn
Dina Walkereducation
Business Administration
President of Business Club
I am a polymathic change
maker who is passionate
about utilizing my
leadership and talents to
support movements,
advance racial justice, and
develop leaders with
residual impact.
contact
info@LanaeNorwood.com
323-244-7766
LinkedIn: /LanaeNorwood
National Deputy Field Director
Founder & Executive Director
Co- created volunteer and voter engagement
strategy and implemented field organizing
program in key battleground states.
Color of Change
PAC/ C4
Oct 2017- Dec 2018
United Nations of
Consciousness
Nov 2015- Aug 2017
Digital Account Executive
Account Executive
Media Consultant Verizon Info. Services
July 2008 - Nov 2010
Yellow Book (Hibu)
July 2005 - June 2008
Dual Associate of Arts, Business Administration
and Liberal Arts, cum laude
Pepperdine University, 2025
San Bernardino
Valley College, 2005
CEO and Founder L. Norwood & Associates
Jan 2019- Present
Developed various community and youth
intervention programs for K-12 students. In
partnership with SBCUSD and the City of San
Bernardino, erected a new community center.
Mae A. Gates
Los Angeles, CA 90035 • (414) 232-6489 • mgaconsulting21@gmail.com
EDUCATION
University of Southern California Los Angeles, CA
Master of Public Administration May 2022
Bachelor of Science in Public Policy May 2021
EXPERIENCE
MGA Consulting Los Angeles, CA
Principal Consultant June 2021 - Present
Lead a boutique management consulting firm delivering cross-sector strategy, development, and storytelling
services to government, philanthropic, and private sector clients. Specialties include business development,
initiative management, political strategy, public engagement, and executive production.
●Write and manage B2G (business-to-government) contracts across sectors, helping clients secure new
government customers and grow their public sector footprint.
●Guide organizations through procurement readiness, including certification (MBE, WBE, SBE), bid
strategy, and RFP/RFQ responses.
●Deliver fund development strategy and philanthropic advising with a racial equity lens, including
major donor campaigns, grant writing, and capital campaign planning.
●Drive community organizing and advocacy campaigns from conception to maturation—including
issue identification, base-building, policy development, and public mobilization.
●Design and facilitate stakeholder engagement for government and philanthropic partners, including
learning labs, community forums, and participatory planning processes.
●Provide political consulting services including candidate strategy, issue advocacy, policy development,
coalition building, and GOTV execution.
●Executive produce mission-driven films and digital content: identify and develop stories across civics,
arts, food, and business; fundraise budgets; retain crews; negotiate distribution; and promote projects
across diverse communities and stakeholders.
●Support senior leaders with strategic planning, board development, cross-sector partnerships, and
narrative strategy.
Social Good Solutions - Black Equity Collective Los Angeles, CA
Director of Philanthropy January 2024 - July 2025
●Work closely with the SGS C-Suite and the Initiative Management team specifically to understand the
overall scope of work, key deliverables, and philanthropic support needed to effectively deliver on the
Collective’s core mission and grantmaking goals.
●Work closely with the programs team to understand and communicate the Collective’s core work.
●Engage in deep individual and institutional relationship-building to reinforce the Collective’s value
proposition with funders.
●Execute the three-year fundraising plan, approved in December 2022.
●Design an Endowment campaign effort to support the Collective’s long-term sustainability; help
identify and work with the appropriate consultants to execute the campaign within its specified
timeline.
●Write and submit funding proposals and reports
●Coordinate reporting and financial recording with the Fiscal/Operations Manager for executive
committee meetings/reports.
●Design and implement donor engagement programs from concept to implementation.
●Track funder agreement commitments and cultivate engagement so more donors sign on.
●Regularly evaluate the Collective’s philanthropic engagement strategy and development plan and
make strategy recommendations to the executive team and executive committee (board of directors)
based on experience and a deep understanding of the organization’s strategic goals.
●Collaborate with the communications consultant to create promotional/sponsorship materials for
events and campaigns.
●Build out Bachelor’s degree in engineering, construction management, or related field required ●10+ years’ experience in a blended role of client management and business development leadership positions and construction project management and/or project controls required ●Demonstrated experience directing client relationships from pursuit through project delivery and expanding services offered ●Capability to oversee a portfolio of projects and engage with the client’s local operations, stakeholders, and partners ●●Ability to solve complex problems related to the management of project costs and schedules ●Excellent client relationship skills; including client positioning, development of proposals, and client management experience with a proven and successful track record of exceeding client expectations ●Established Southern California client and partner relationships throughout the local market ●Understanding of financial metrics and business operations including multipliers, revenue, accounts receivable, and overhead costs ●Proven sales success of at least $500 thousand annually ●Ability to actively collaborate and coordinate with other PMA business units to identify opportunities, develop solutions, and grow our business ●AACE International (CCP, PSP, CEP, EVP), CMAA (CCM), and PMI (PMP, SP, RMP) certifications preferred ●
California State Senate Los Angeles & Sacramento, CA
Chief of Staff November 2022 - October 2023
●Direct and supervise the daily and long-term operations of the Senator’s Capitol and District offices
●Direct strategic initiatives, special projects, and internal governance of the office
●Develop the Senator’s legislation and policy priorities
●Oversee office procedures, mentor staff, maintain office attendance, and handle personal issues
●Create and maintain the Senator’s budget for all political spending
●Interview and vet candidates for elected office and provide recommendations for endorsements
●Manage a team of 15 employees and contractors
●Manage a $120,000 annual state office budget and a $1.5 million campaign fund
●Attend events, executive meetings, committee briefings, and direct-action protests on behalf of the
Senator
●Build cooperative relationships with Assembly and Senate leadership offices to align the Senator’s
goals with the current political climate
Chrysalis Los Angeles, CA
Government Relations Manager May 2021 - January 2022
●Worked collaboratively with the Vice President of Strategy & External Relations and the Chief
Executive Officer to create and execute on strategic planning goals, policy advocacy goals, and tactics
for engagement with external partners
●Monitored the political and social environment to be an internal advisor to the organization
●Served as point of contact between Chrysalis and legislative offices
Bryan for Assembly 2021 Los Angeles, CA
Campaign Manager March 2021 - May 2021
●Drafted communications materials for community events, endorsement interviews, and forums
●Staffed the candidate a various campaign and community engagements
CA State Assembly - Assemblymember Sydney Kamlager Sacramento & Los Angeles, CA
Legislative Fellow, Field Representative, & Campaign Manager May 2019 - March 2021
●Provided voting recommendations for committee and floor votes and professional staff support
●Staffed Public Safety, Communications & Conveyance, Incarcerated Women, and Insurance
committees
●Served as liaison between the Assemblymember and community based organizations, constituents,
and labor organizations
●Conducted intake of constituent casework and collaborated with legislative liaisons in various state
departments to find solutions to constituent issues
●Staffed the Assemblymember at district events
●Utilized a voter profile of over 1 million voters in the California 54th Assembly District and 30th
Senate District to predict voter turnout in the candidate’s race
●Curated and staff fundraising events to meet $600,000 fundraising goal, $700,000 of which raised
Garden School Foundation - USC Provost Fellowship Los Angeles, CA
Development & Research Fellow August 2020—May 2021
●Created and administered 10 student proficiency surveys to benchmark student achievement in accordance
with Next Generation Science Standards (NGSS)
●Drafted development and fundraising language utilizing storytelling narrative to convey student success
and achievement to key fiscal partners and donors
●Researched and analyzed nationwide science standards as they relate to gardening and horticulture
education
Madewell (J. Crew Group) Milwaukee, WI & Los Angeles, CA
Assistant Manager & Sales Associate May 2017 – March 2021
●Trained 15 store associates on sales floor etiquette, customer service strategies, and topline expectations
●Distributed daily and weekly HPM emails to corporate and district management teams
●Created monthly and weekly schedules for 4 managers and 15 store associates
●Assisted in tracking and documentation of product shipment
●Organized sales floor to meet design and marketing standards during daily store operations
University of Southern California Gould School of Law Los Angeles, CA
Continuing Legal Education Office Assistant August 2018—May 2019
●Managed, grew, and maintained social media presence for the office
●Created and filed event participants, speakers, and sponsor data using Microsoft Excel
●Assisted the Events Director with finalizing venue and vendor contracts for all continuing education
conferences hosted by the Gould School of Law
Medical College of Wisconsin Diversity Summer Health Related Research Program Milwaukee, WI
Blood Research Institute Researcher May 2018 – August 2018
●Supported American Society of Hematology president Dr. Roy Silverstein in healthcare administration
●Presented research findings keynote to the greater MCW community and panel of judges
●Conducted bench research on the CD36 glycoprotein effect on platelet aggregation
COMMUNITY ENGAGEMENT
Angel City Collective Los Angeles, CA
Advisor June 2023 – Present
Leadership California Los Angeles, CA
CIT Program Participant January 2023 – November 2023
Ready to Launch Los Angeles, CA
Mentor to Fellows & Organizational Advisor January 2020 – Present
California Democratic Party Los Angeles, CA
Elected Delegate (AD 55) February 2023 – Present
Black Women’s Democratic Club Los Angeles, CA
President August 2019 – July 2024
Black Los Angeles Young Democrats Los Angeles, CA
Member March 2020 – Present
Los Angeles County Young Democrats Los Angeles, CA
Member January 2020 – Present
Black Lives Matter Los Angeles Los Angeles, CA
Member February 2020 – Present
USC Warren Bennis Scholars Program Los Angeles, CA
Program Participant April 2019 – May 2021
Alpha Kappa Alpha Sorority, Inc. Los Angeles, CA
Member October 2019 – Present
Carolyn Biggs-Harris Fund Milwaukee, WI
Co-Founder October 2015 – Present
●Oversee distribution of scholarship funds to combat increasing wealth gap in the larger metropolitan area
●Propel and solidify black enrollment at DSHA by offsetting financial barriers
●Support program development and implementation for eligible incoming and continuing students
JULIANA WILLIAMS
Atlanta, GA | 470.909.0150 | julianawilliams1@gmail.com
SUMMARY
Strategic communications professional with a decade of experience shaping public narratives, building media relationships,
and elevating brands through storytelling. Proven leader in managing multi-channel campaigns, editorial strategy, and
organizational communications for political, nonprofit, and mental health sectors. Adept at blending cultural fluency,
data-driven strategy, and editorial vision to amplify impact.
EXPERIENCE
Director of Communications - L. Norwood & Associates | Remote | 2024 – Present
● Lead messaging, digital campaigns, and media strategy for political clients, advocacy coalitions, and grassroots
organizations across California.
● Developed and implemented statewide communications strategies for reparations policy, housing justice, and
ballot initiatives (Yes on Prop 5 / No on Prop 36).
● Supervised influencer outreach, branded content production, public education toolkits, and email marketing
campaigns that reached over 100K+ constituents.
● Wrote and edited press releases, legislative fact sheets, and resource guides tailored for diverse stakeholders
including lawmakers, funders, and community members.
● Oversaw web content strategy, social media, and cross-team communications planning for high-stakes campaigns.
Editor-in-Chief - Our Weekly Los Angeles Newspaper | Los Angeles, CA | 2017 – 2020
● Directed editorial operations for a leading Black-owned weekly publication, managing a team of writers, editors,
and freelance contributors.
● Assigned and edited features on politics, education, health, and arts with a focus on elevating Black voices and
community perspectives.
● Oversaw digital and print content production, growing readership and community engagement across platforms.
● Represented the paper at public events, media roundtables, and stakeholder briefings.
● Launched new digital storytelling initiatives to adapt to shifting media consumption habits.
Administrative Coordinator - Transcending Tree of Life Counseling | Remote / Atlanta, GA | 2021 – 2023
● Managed client onboarding, insurance verification, scheduling, and billing for a mental health practice serving a
diverse clientele.
● Streamlined internal processes to support growth, including documentation templates, intake protocols, and virtual
office systems.
● Served as the primary liaison for client communication, ensuring high-touch service aligned with trauma-informed
care.
● Drafted policy updates, client communications, and web content reflecting evolving mental health best practices.
SKILLS
Strategic Communications | Editorial Oversight | Media Relations | Digital Campaigns | Messaging Development | Political
Advocacy | Project Management | Content Strategy | Social Media Marketing | Email Marketing | Asana | Canva | Wordpress
| Adobe Creative Suite | Google Workspace
EDUCATION
Bachelor of Arts in Communications
Xavier University of Louisiana — New Orleans, LA — 2010
P R O J E C T M A N A G E R
J A S M I N E B R I G H T
jb
A W A R D S
Profile
E D U C A T I O N
&T R A I N I N G
Master’s Certificate: Documentary
Filmmaking
T H E G E O R G E W A S H I N G T O N
U N I V E R S I T Y
B.A. Cultural Anthropology and
Visual Arts
R I C E U N I V E R S I T Y
E X P E R I E N C E
L. Norwood & Associates
February 2023 - Present
S E N I O R P R O J E C T M A N A G E R
Leads a diverse range of digital projects, from custom web
development and video production to field organizing and
social media marketing campaigns. Oversee projects from
conceptualization to completion, ensuring that they adhere to
set budgets and timelines.
Serves as the primary client-facing liaison, overseeing singular
and ongoing engagements while ensuring transparent and
timely stakeholder communication throughout all project
phases.
Collaborates with production and leadership teams to identify
internal and external process weaknesses to develop
standardized, comprehensive updates to project processes.
Partners with the leadership team to standardize deliverables
to shift from a bespoke project model to streamlined client
services and product offerings.
Fosters a collaborative environment within cross-functional
teams, ensuring seamless coordination between the digital
organizing, field organizing, communications, video production,
design, and web development teams.
202-768-5241
Atlanta, Georgia
jasmine.bright@fulbrightmail.org
F U L B R I G H T R E S E A R C H A W A R D
Devised and executed independent
anthropological research in
Kingston, Jamaica.
S K I L L S
I am a senior-level project management and communications
professional with over seven years of experience in digital
communications, digital project management, and organizational
support. I have extensive experience in the ideation, planning, and
implementation of robust digital projects in nonprofit spaces and
boutique creative agencies. I am skilled in nurturing client and team
relations, streamlining workflows, and driving project efficiency.
CREATIVE: Digital marketing strategy;
photography; videography; editing and
research.
TECHNICAL: Microsoft Office Suite;
Mac OS; Adobe Suite; Hubspot,
MailChimp; Google Suite; WordPress;
Drupal; Shopify; Project Management
tools (Asana, Slack, Notion, SmartSheet,
Trello, Basecamp, Harvest, etc.)
https://bit.ly/JBrightPortfolio3
A W A R D S
E D U C A T I O N
&T R A I N I N G
Master’s Certificate: Documentary
Filmmaking
T H E G E O R G E W A S H I N G T O N
U N I V E R S I T Y
B.A. Cultural Anthropology and
Visual Arts
R I C E U N I V E R S I T Y
F U L B R I G H T R E S E A R C H A W A R D
Devised and executed independent
anthropological research in
Kingston, Jamaica.
S K I L L S
CREATIVE: Digital marketing strategy;
photography; videography; editing and
research.
TECHNICAL: Microsoft Office Suite;
Mac OS; Adobe Suite; Hubspot,
MailChimp; Google Suite; WordPress;
Drupal; Shopify; Project Management
tools (Asana, Slack, Notion, SmartSheet,
Trello, Basecamp, Harvest, etc.)
Firefly Partners
July 2020-January 2021
D I G I T A L P R O J E C T M A N A G E R (C O N S U L T A N T )
Oversaw comprehensive project management responsibilities,
from budgeting and scheduling to ensuring the delivery of multiple
internal projects on scope, ensuring quality and timely deliverables.
Led in-depth discovery sessions to gain a deep understanding of
client objectives, challenges, and potential growth areas,
translating insights into actionable strategies.
Collaborated with multidisciplinary teams, including designers,
developers, and digital specialists, to craft tailored solutions
aligning with the client's brand vision and organizational objectives.
Anticipated both client and internal team needs, proactively
proposing innovative solutions, and spearheading the
documentation and rollout of streamlined processes and tools.
L. Norwood & Associates
January 2020-July 2020
C A M P A I G N M A N A G E R (C O N S U L T A N T )
Spearheaded content creation and refinement, developing
campaign copy and overseeing the design of creative elements for
a diverse range of assets—from emails and video scripts to
webinars and grant proposals—ensuring resonance with both
public and partner audiences.
Pioneered an SMS text campaign, conceptualizing, launching, and
curating its strategic direction and messaging to effectively engage
targeted demographics in California for the 2020 Census.
In response to the unexpected challenges of COVID-19, swiftly
adapted campaign messaging across all digital platforms, ensuring
consistency with the campaign's core objectives, while also leading
our team in the effective rollout of sub-strategies that furthered
campaign priorities.
Nuclear Information and Resource Services
November 2016 to July 2018
C O M M U N I C A T I O N S P R O J E C T M A N A G E R
Pioneered the organization's first-ever communications plan, with
a focus on robust digital marketing strategy, to reach targeted
audiences.
Designed and disseminated compelling digital assets and content
across platforms—including two WordPress websites, social media
with a cumulative reach of 50,000 followers, email marketing, and
landing pages—consistently elevating organic engagement and
driving approximately 350 daily unique website visits.
Led the project to redesign the organization's main website while
ensuring archival of the predecessor site; additionally, managed
digital content creation, fundraising campaigns, event promotions,
and oversaw digital outreach efforts for two distinct organizational
initiatives.
202-768-5241
Atlanta, Georgia
jasmine.bright@fulbrightmail.org
https://bit.ly/JBrightPortfolio3
Jelani Allen Thomas Hendrix
37531/2 Woodlawn Ave, Los Angeles CA, 90011 JelaniHendrix@gmail.com (323) 202-5973
EDUCATION
Bachelor of Arts in African American Studies; Option: Race, Justice and Diversity
Fall 2013
California State University, Los Angeles
EXPERIENCE
Jade Strategies 2022 - 2025
Founder and CEO
●Lead business development, strategy, and operations for a boutique consulting firm specializing in civic
engagement, grassroots organizing, and political strategy.
●Develop customized outreach and engagement plans for political campaigns, public agencies, foundations, for-
profit businesses, and community-based organizations.
●Oversee focus group coordination and qualitative research to inform messaging, policy priorities, and public
education efforts.
●Manage cross-functional teams and external partners to deliver timely, high-impact civic engagement campaigns.
Brother, Sons, Selves Coalition 2022
BSS Interim Director
● Manage Coalition budget and oversee administration as official signator
● Support current staff in the execution of campaign strategy
● Engage external audiences about campaigns and initiatives
● Direct and implement campaign priorities, including policy development and strategic communication
● activities
● Coordinate fundraising efforts to sustain the boys and young men of color organizing efforts across LA
County
SEIU Local 2015 2020-2022
Special Assistant to the President
● Project management
● Maintained relationships with key stakeholders
● Government relations
● Work planning and goal assessment
● Created talking points and briefings
● Coordinated the Black Action Team for the Committee of Greater LA
Social Justice Learning Institute 2018-2020
Policy & Advocacy Director
● Uplift Inglewood Coalition Manager (Homes before Arenas campaign)
● Advocated for a charter amendment for compressive rent control for the city of Inglewood ● Active in
statewide and regional housing justice coalitions such as Housing Now & So Cal Rent Control Solidarity
● Coordinator of various political forums and community events for the city of Inglewood
● Coordinated Yes on Proposition 10 outreach efforts
● Brother, Sons, Selves Coalition & Alliance of Boys and Men of Color representative
● Implement various coaching and leadership development methods for youth and Inglewood residents
● Involved in criminal justice policy implementation such as SB 439 and SB 419
● Participant in criminal justice community initiatives such as Los Angeles county’s Probation Reform
Implementation Team, Juvenile Justice Coordinating Council and Youth Diversion and Development
SBCC Thrive LA 2017-2018
Supervisor of Organizing South Los Angeles
● Supervised 50 Neighborhood Action Councils throughout Compton and Watts
● Oversee ‘I heart Watts’ and ‘I Heart Compton’ movements
● Hiring, training and evaluating community organizing staff
● Facilitated Human Centered Design models and programs
● Manage financial expenditures for program
● Implement various coaching methods to enhance relationship building organizing
● Coordinator for Rise Up Vote initiative
● Implement effective outreach mechanisms to develop social movements
● Maintain ongoing relationships with key community stakeholders
Upward Bound Los Angeles 2017
Assistant Director
● Responsible for operational management, and implementation of program services designed for college
ready students
● Implement all program objectives related to the execution of the grant application
● Hiring, training and evaluating program staff
● Collaborate and maintain ongoing relationship with other TRIO programs, target schools, and community
agencies
● Assist with the development and implementation of the academic, college and career curriculum for
Saturday Academy and summer component
● Implement a program wide technological system to enhance the quality of data collection to measure
program outcomes
● Responsible for implementation of student outreach and recruitment mechanisms
Community Coalition 2014-2015
Youth Organizer
● Outreached, mobilized, recruited and organized youth activist from numerous South Los Angeles high
schools
● Executed leadership development practices and academic support
● Organized several youth led educational policy campaigns in LAUSD such as Equity is Justice, Fight for A
through G and School Climate Bill of Rights
● SLI For CDF Freedom School Program
● Organized Boys and Men of Color campaign at Dorsey High School
● Led after school program called South Central Youth Empowered through Action (SCYEA)
● Executed all logistical and administrative work for SCYEA, data entry and note taking ●
Facilitated coaching and mentoring workshops
Civic Engagement Program Manager 2016
● Coordinated Community Coalitions People Power Assemblies for Proposition 47 campaign
● Facilitated and created curriculum for educational workshops (PPAAcademy)
● Coordinated volunteer outreach for mass base events
● Organized and led voter registration drives for South Los Angeles residents
● Created intensive political education curriculum
●
California State University, Los Angeles
Assistant to the Director of Educational Participation In Communities (EPIC) 2009 -2012
● Worked directly with Director of EPIC
● Conducted logistical and administrative task
● Student Learning Coordinator
● Assisted and placed CSULA students with community volunteer agencies throughout Los Angeles county ●
Mentor for Summer Youth Employment Program
● Host of E.P.I.C 45th year anniversary celebration
College Peer Advisor for California Student Opportunity & Access Program (Cal-Soap) 2012
● Advised and developed LAUSD high school students to prepare them for college
● Outreached and recruited high school students to workshops for SAT prep, financial aid services and
scholarships
● Professional and career development
Supplemental Instructional leader, Student Support Program Summer 2011; 2012- 2013 ● Assisted in the
coordination of the strenuous Summer Bridge Program offering math readiness to incoming college freshmen
● Collected and recorded statistical data to improve the integrity of the program
● Facilitator of intensive study groups in various subjects such as ethnic studies and U.S. history
SPECIALIZED WORK EXPERIENCE
California State University, Los Angeles 2013
Summer Bridge Program
Summer Bridge Mentor Leader, Student Support Program
● Implemented a pilot program for high-risk students
● Assisted incoming freshman students in transitioning from high school into higher education
● Developed necessary skills for academic success and retention
● Promoted student empowerment and development
● Provided academic preparation, time management, study and test-taking techniques
● Acclimated students to campus resources, academic support services as well as provided educational
planning, major investigation and career exploration
● Motivated students during life-changing events to ensure that academic success was achieved
Community Coalition 2014-2016
Brother Sons & Selves Coordinator
● Mentor and facilitator for various Boys and Men of Color summer camps
● Organized LAUSD male students to improve the conditions and outcomes of young men of color statewide
● Facilitated various popular education workshops regarding ethnic studies, activism and academics ●
Organized unity rap group sessions to promote mental wellness
● Conducted various social investigations and community surveys to identify issue areas for young men of
color
● Organized Youth Power Progress Campaign at Dorsey High school
Consultant for Jorge Nuno’s City Council Campaign, 9th Council District of Los Angeles 2016-2017
● Conducted numerous strategic political focus groups for campaign
● Lead for campaigns Youth Platform
● Coordinator of 9th Council District Youth Forum
● Spokesperson for various promotional campaign videos
● Organized volunteer outreach plans
Consultant for Los Angeles Community Action Network (LACAN) 2016-2017
● Coordinator of LACAN’s Get Out The Vote (G.O.T.V.) for Measure H
● Supervised and executed G.O.T.V. outreach plan throughout South Los Angeles
● Executed all logistical and administrative work, data entry and note taking
● Performed all hiring & payroll duties
Consultant for Multicultural Communities for Mobility (MCM) 2017
● Lead Outreach Specialist for Vision Zero Initiative
● Conducted community safety surveys throughout South Los Angeles (Hoover Corridor & Crenshaw District)
● Implemented educational street workshops for youth & adults regarding community safety ●
SKILLS AND QUALIFICATIONS
● Campaign strategist
● Interpersonal skills: active listening, written, and oral communication
● Analytical skills: critical thinking and solution based conflict resolution
● Team building, collaboration and Leadership expertise
● Expertise working with individuals from diverse cultures and backgrounds: first-generation, low-economic
and multicultural backgrounds
● Organizational skills: time management, data entry, resourceful, able to work independently as well as a
great collaborator
● Technology skills: Microsoft office and all major social media platforms
● Demonstrated achiever with exceptional knowledge of facilitation, organizing and mentorship
● Strong educational background combined with fluency in several curriculums, including advanced level in
U.S. history, language reading comprehension, ethnic studies and language art.
● Skilled at learning new concepts quickly, performs well under pressure and communicates concepts clearly
and effectively.
● Enthusiastic and experienced in working in different areas, strong team player
● Strong background in leadership development
● Extensive experience in improving the conditions and outcomes of young men of color.
COMMITTEE INVOLVEMENT & COMMUNITY ENGAGEMENT
● President of the Black Los Angeles Young Democrats (BLAYD)
● CADEM delegate
● Former Vice President of the Inglewood South Bay Democratic Club
● Former member of SQE (Students for Equal Education)
● Former President of Summer Bridge Student Council (CSULA)
● Lead for Toy & Food Drive at California State University of Los Angeles
● President of Pan –Afrikan Student Collective
● Founder of the Ethnic Studies Defense Coalition
● Brother Sons Selves mentor and organizer
● Mentor and facilitator for Boys and Men of Color (BMOC) summer camp
● CSULA Black Community Honors Award Recipient (2017)
● Founding member of Justice for Trayvon Martin Los Angeles
●
REFERENCES FURNISHED UPON REQUEST
Waqar Ahmed
Lewes, DE | waqar@tectanic.com
LinkedIn: www.linkedin.com/in/waqarahmedpk/
PROFESSIONAL SUMMARY
Data & Targeting Analyst with 12+ years of experience in digital advertising, audience segmentation, and
communication strategy. Proven track record in supporting statewide and local campaigns through data-driven
outreach and content development. Specialized in voter file targeting, demographic analysis, and multichannel
digital execution.
RELEVANT EXPERIENCE
L.Norwood & Associates
Data & Targeting Specialist (Contract) | April 2022 – Present | California
● Analyze voter files and demographic data to guide campaign targeting.
● Segment audiences using surveys and geographic filters.
● Identify optimal communication channels across media platforms.
● Draft and adapt digital content for newsletters, websites, and social media.
Tectanic (Founder & CEO)
Digital Ads Strategist | Aug 2016 – Present | Lewes, Delaware
●Built and leading a full-service digital advertising agency managing $25M+ in ad spend.
●Launched and optimized ad campaigns on Facebook, Google, TikTok, YouTube, and more.
●Served political clients, coaches, and eCommerce brands with high-ROI campaigns.
●Developed data-backed messaging strategies and ad creatives.
Brenton Way
Paid Media Buyer (Agency Role) | Sep 2019 – Aug 2023 | Los Angeles, CA
●Executed high-scale paid media strategies across Meta, Google, Pinterest, LinkedIn.
●Managed targeting and optimization for DTC and B2B brands.
Blockchain Expert Solutions (Miranz)
Business Analyst | Sep 2017 – Oct 2018 | Lahore, Pakistan
●Delivered data analysis and feasibility reports for blockchain startups and ICOs.
●Authored whitepapers and built valuation models.
EDUCATION
Appalachian State University, North Carolina, USA
Business Management | Aug 2013 – Dec 2013
Exchange Program for sponsored by US Department of State (IREX)
Lahore University of Management Sciences
B.Sc. (Honors) in Management Sciences | Aug 2012 – Jun 2016
Specialization in New Media Technologies in Marketing, Business Analytics, Decision Analysis
CERTIFICATIONS
●Google Partner | Meta Business Partner | TikTok Agency Partner
●Meta Ads Manager Expert
●HubSpot Inbound Marketing
●Certifications in Google Ads Apps, Google Ads Display, Google Ads Search, Google Ads Video, Google
Shopping Ads
TECHNICAL/ARTISTIC SKILLS
Understanding of MacOS, Windows, Android Systems
Adobe Illustrator, Photoshop, InDesign, After Effects, Acrobat
Microsoft Office Suite: PowerPoint, Word, Excel, Outlook
Digital Illustration
Digital Image Manipulation
Art Direction
Package Design
Advanced Typography
Web Design
Photography
Color Theory
Slide Presentation
WORK RELATED EXPERIENCE
Visual Storyteller Lanae Norwood & Associates
August 2022 - Present
Logo Design
Infographics
Brochures, Direct Mailers & Flyers
Web Design
Presentation
Social Media Templates
Email Template
Branding (Style Guides)
Multi-Page Document design (Reports & Proposals etc.)
Over a year as a visual storyteller, creating various digital and print
designs for advocacy organizations, predominantly in the BIPOC
community, using mediums such as Adobe CC’s: Photoshop, InDesign,
Illustrator, Canva, Figma, and Google Slides.
MONIKA
MOSES
760-296-7716
monikamoses333@gmail.com
CONTACT INFO.
GRAPHIC DESIGNER
PHONE
EMAIL
Click here for Portfolio
PORTFOLIO
PROFILE
Senior Graphic Designer with
the creative power to solve any
design problem as well as
compose various mediums of
digital and print designs.
Developed from concept to
completion 1000+ graphic
design projects. No ego just
quality design
MONIKA
MOSES
760-296-7716
monikamoses333@gmail.com
CONTACT INFO.
GRAPHIC DESIGNER
PHONE
EMAIL
Click here for Portfolio
PORTFOLIO
PROFILE
Senior Graphic Designer with
the creative power to solve any
design problem as well as
compose various mediums of
digital and print designs.
Developed from concept to
completion 1000+ graphic
design projects. No ego just
quality design
WORK RELATED EXPERIENCE CONT.
Contract Graphic Designer
March 2021- 2023
2+ years as a freelance graphic designer creating various digital and
print mediums for the city of Pasadena.
Branding (Style Guides)
Flyer & Poster Design
Business Proposals & Slide Presentations
Designed websites focusing on layout, imagery,
Digital Illustration
Direct Mailers
Newsletters
Senior Graphic Designer
March 2020 - 2023
Logo Design
Infographics
Brochure
Direct Mailers
Posters
Magazine Designs
Presentation
Email Template
Digital Illustration
Senior graphic designer for Bacio Marketing & Design Inc. crafting
various mediums of design projects digitally and for print, for diverse
clients such as, Eddy Awards, SoFi Stadium, City of Walnut Creek,
Ca., private schools, city of Los Angeles, OU (Orthodox Union) and
many more. Directed designs through tech tools, including Adobe
CC, Microsoft Office.
MONIKA
MOSES
760-296-7716
monikamoses333@gmail.com
CONTACT INFO.
GRAPHIC DESIGNER
PHONE
EMAIL
Click here for Portfolio
PORTFOLIO
PROFILE
Senior Graphic Designer with
the creative power to solve any
design problem as well as
compose various mediums of
digital and print designs.
Developed from concept to
completion 1000+ graphic
design projects. No ego just
quality design
WORK RELATED EXPERIENCE CONT.
Contract Graphic Designer
March 2015- 2022
B.S. in Graphic Design
Art Institute of Pittsburgh, Pennsylvania
2015-2018
EDUCATION
Presidents List
GPA 4.0
Recipient of several scholarships and awards
Lead graphic designer for school’s website design
Presidents List all three years
Art Grant
Academic Achievement Award
Best in Show Portfolio
Best Logo Design
Branding (logos, mockups, packages etc.)
Infographics
Social Media Ads
Video/Motion graphics
Business Proposals & Slide Presentations
Created and designed corporate identity packages
Designed websites focusing on layout, imagery,
Placement and UX, UI design
Photography
Digital Illustration
Style Guides
7+ years as a freelance graphic designer creating various digital and
print mediums for creative agencies such as Meta, NBC Universal,
Warner Bros. Discovery, City of Los Angeles, US Government, and
more. Using Adobe CC programs, Microsoft Office, Canva, MailChimp,
Google Workspace, Figma and Keynote.
Kenna Kotinek
(949) 354-8984 ● kennaktnk@gmail.com ● Los Angeles, CA
Equis Washington, D.C.
Junior Project Manager July 2023- March 2024
● Worked in the Moonshots Talent division facilitating the confirmation, resources, event management, and
communications/social media campaigns for Senate-confirmed nominees, nominated Senate-confirmed
nominees, and White House staff for the Biden-Harris administration.
○ Strategic planning and facilitation of events for political talent for professional development
○ Notable mentions: Successful senate confirmations of Adriana Kugler as the first Latina governor
(109 years) and Anna M. Gomez as the first Latina nominated to the FCC in over two decades,
breaking the gridlock for a Democrat majority FCC
● Provided research and projects to create a better understanding of Latinos, innovated new approaches to
reach and engage them, and invested in the leadership and infrastructure for long-term change and
increased engagement on the federal level.
Solidarity Strategies Washington, D.C.
Associate July 2021- March 2023
● Worked at an award-winning political firm, Solidarity Strategies, as of 2023 awarded the #1 creative
agency in the entire country
● Provided research, data analytics, and fundraising strategy (emails and outreach) to help clients manage
campaigns and administrative assistance. Including developing advertisements in mail, media, radio, and
digital ads
○ Alexandria Ocasio Cortez, Unidos US, GreenLatinos, Gainpower, Gary Chambers, Ruben Gallego
● Led communications and social media strategy and integration for 16 social media accounts for multiple
clients of the firm
● Lead producer for the multiple award-nominated Latino Vote Podcast and Website
○ Concerns education of the Latino electorate and fight against disinformation in politics
○ Scheduling of Lincoln Project co-founder and lead Bernie strategist
■ Agenda creation per episode, notetaking of meetings for creation of content strategy
Capitol Advocacy Partners Washington, D.C.
Associate Scholar, Fall Internship September 2020- December 2020
● Provided research, grant writings, and fundraising programs to help clients secure federal funding
● Constructed a comprehensive strategy to secure funding that includes grant overviews, constructing
funding programs, and advocating for those funding opportunities through the legislative and regulatory
process
● Engaged partners and program officials to meet grant and funding requirements as well as program
objectives
Pediatric Aids Coalition Los Angeles, CA
Finance Committee September 2020 - June 2022
● Prepared budgetary expenses, grant proposals, and financial expectations dealing with close to 200,000$ for
the yearly Dance Marathon, a fundraiser for NGOs and participants to fundraise for AIDS research and
education.
EDUCATION
University California, Los Angeles (UCLA) Los Angeles, CA
Bachelor of Arts in Political Science 2022
Minor in African American Studies 2022
● GPA 3.99
● Graduated Summa cum laude
Irvine Valley College Irvine, CA
Associate of Arts Liberal Studies Teacher Education 2018
Associate of Arts Social And Behavioral Sciences 2018
● GPA 3.92
● Graduated Magna Cum Laude, Honors Program (4.0 GPA in Program) Phi Theta Kappa Honors Society
ADDITIONAL
Project Management from The Management Center. Social Media Management: Twitter/”X”, Instagram,
Facebook, Tik Tok, etc. Experience with Microsoft Office, Google Workspace, Asana. Strategy includes political
campaigns, targeted advertisements, and outreach. Knowledgeable with all technology; Candidate speech writing
and composition (Shawn Wilson for LA Senate), Grant Research and Funding, and Podcast Production.