HomeMy WebLinkAbout25M - PUBLIC OUTREACH FOR GO LOCAL PROGRAM STEP 2 I
REQUEST FOR .
COUNCIL ACTION
CITY COUNCIL MEETING DATE: CLERK OF COUNCIL USE ONLY:
JULY 6, 2010
TITLE APPROVED
CONSULTANT AGREEMENT WITH ? As Recommended
CONSENSUS, INC. FOR GO LOCAL ? As Amended
PROGRAM STEP 2 PUBLIC ? Ordinance on 2"d Re df ng
OUTREACH (PROJECT 092505) ? Implementing Resolution
? Set Public Hearing For
CONTINUED TO
L4 f' f % 4"^----~~ FILE NUMBER
CITY MANAGER
RECOMMENDED ACTION
Authorize the City Manager and Clerk of the Council to execute the attached agreement with
Consensus Inc. in an amount not to exceed $150,000 for the expanded public outreach
program for the City's Transit Vision, subject to nonsubstantive changes approved by the City
Manager and City Attorney.
DISCUSSION
On May 12, 2008 the OCTA Board allocated $5.9 million in Step 2 funding to Santa Ana for
planning and development of a modern streetcar concept. On August 3, 2009, the City Council
authorized staff to execute an agreement with the Cordoba Corporation and its team of
consultants to conduct the Go Local Program Step 2 technical analysis. At the same time, the
City Council approved a budget of $50,000 for purposes of contracting with a public outreach
firm to support Santa Ana's Go Local planning and development activities.
On January 4, 2010 the City Council authorized execution of a $50,000 consultant services
agreement with Consensus Inc. to initiate the public outreach program for the Santa Ana and
Garden Grove fixed guideway project. The preliminary phase of public outreach included
Stakeholders Working Group meetings in January and June, two public listening sessions for
the Santa Ana-Garden Grove Fixed Guideway project in February, five public scoping meetings
for the fixed guideway project in June, the development of content for the City's website, public
meeting notices, and fact sheets (produced in English and Spanish).
On May 17, 2010, the City Council authorized the Public Works Agency to send a Request for
Proposals to qualified firms to continue and expand the scope of the Go Local Program Step 2,
also known as the Santa Ana Transit Vision, public outreach program. Proposals were received
from three firms: Consensus Inc., Lee Andrews Group, and The Solis Group.
On June 23, 2010, a consultant selection committee ranked the firms based on their proven
experience in conducting comprehensive public outreach campaigns, quality of staff assigned
to the project, understanding of the project area and work tasks, familiarity with the
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Consultant Agreement with Consensus, Inc.
July 6, 2010
Page 2
geographical area of the project, past performance, demonstrated ability to stay on schedule,
and performance in an oral interview. The scores are shown below:
Firm Score
Consensus Inc. 93%
The Solis Group 77%
Lee Andrews Group 41
The primary reason cited for Consensus Inc. being ranked highest was the firm's excellent
understanding of the project which is due, in part, to its experience in supporting public
outreach activities for the project over the past six months. Other factors that distinguished
Consensus Inc. were the strengths of the individual assigned as project manager and the firm's
unique familiarity with the geographical area of the project.
Based on the evaluation committee's scoring and Consensus Ines superior performance in the
oral interview, staff recommends that Council award an agreement to Consensus Inc. to lead
the expanded public outreach effort for the City's Transit Vision. The work is projected to take
approximately 18 months to complete and the contract will be for an amount not to exceed
$150,000.
ENVIRONMENTAL IMPACT
There is no environmental impact associated with this action.
FISCAL IMPACT
Funds are available in the Measure M -Street Construction Fund (account no.03217661-
66220, project 092505).
APPROVED AS TO FUNDS AND ACCOUNTS:
(~i1cC~t ~ ~ Al ~G~
a _ 1`"
Raul Godinez II Francisco Gutierrez
Executive Direct Executive Director
Public Works Agency Finance & Management Services Agency
RG/CK
Exhibit: Agreement
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AGREEMENT FOR PROVISION OF
PUBLIC OUTREACH SERVICES
THIS AGREEMENT, made and entered into this 6`h day of July, 2010 by and between
Consensus Inc., a California corporation (hereinafter "Consultant"), and the City of Santa Ana, a
charter city and municipal corporation organized and existing under the Constitution and laws of
the State of California (hereinafter "City").
RECITALS
A. The City desires to retain a consultant having special skill and knowledge in the field of
public outreach, to inform the public regarding the Santa Ana Transit Vision, including
the Fixed Guideway System and other transit projects.
B. Consultant represents that Consultant is able and willing to provide such services to
the City.
C. In undertaking the performance of this Agreement, Consultant represents that it is
knowledgeable in its field and that any services performed by Consultant under this
Agreement will be performed in compliance with such standards as may reasonably be
expected from a professional consulting firm in the field.
NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the
terms and conditions hereinafter set forth, the parties agree as follows:
1. SCOPE OF SERVICES
Consultant shall perform public outreach services to gain community understanding and
solicit community feedback regarding Santa Ana's Transit Vision, including the proposed Fixed
Guideway System, the Santa Ana Regional Transportation Center (SARTC), and related projects.
Among other things, the public outreach campaign will communicate anticipated community
benefits, potential community impacts, and possible economic development opportunities
associated with proposed transit projects. Said services shall be provided in accordance with the
City's Request for Proposals dated May 26, 2010, on file in the Public Works Agency and
incorporated into this Agreement by reference, and as more fully described in Consultant's
Proposal dated June 10, 2010, attached as Exhibit A, and incorporated by this reference.
2. DELIVERY OF WORK PRODUCT -OWNERSHIP
Consultant warrants and represents that it has the absolute right to enter into and perform
this Agreement and will perform its obligations hereunder in accordance with standards and
practices prevailing in the industry. Consultant's contribution to the Project, including works to
be produced by Consultant hereunder, will not infringe or misappropriate the proprietary or
personal rights of any third person or party. Consultant shall deliver to City any work product
which results from the services provided. Said work product shall be submitted in hard copy and
produced in a form compatible with City's information systems, as agreed between the Project
Manager and Consultant.
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In regard to all material produced as a deliverable under this Agreement, including but
not limited to records, papers, drawings, specifications, programs, systems and other materials
prepared by Consultant, Consultant agrees, for itself and its affected officers, employees, agents,
contractors, and volunteer workers, that (a) other such material shall be the property of the City,
and may not be copyrighted without prior review from the City, and (b) the authors of all such
material, whether copyrighted or not, award to the City, and to its officers, agents and employees
acting within the scope of their official duties, as a condition of payment to the Consultant, a
royalty-free, nonexclusive, irrevocable license throughout the world for governmental purposes to
disclose, publish, translate, reproduce, and use such materials.
3. COMPENSATION
a. City agrees to pay, and Consultant agrees to accept as total payment for its services,
the rates and charges identified in Consultant's Cost Proposal, attached hereto as Exhibit B and
incorporated by reference. The total sum to be expended under this Agreement shall not exceed
$150,000.00 during the term of this Agreement.
b. Payment by City shall be made within thirty (30) days following receipt of proper
invoice evidencing work performed, subject to City accounting procedures. City shall retain ten
percent (10%) of the contract price for each project until the completed Project has been accepted
by City. Payment need not be made for work which fails to meet the standards of performance
set forth in the Recitals which may reasonably be expected by City.
4. TERM
This Agreement shall commence on the date first written above and terminate on
December 31, 2011, unless terminated earlier in accordance with Section 13, below. The term of
this Agreement may be extended by a writing executed by the Executive Director of Public
Works and the City Attorney.
5. INDEPENDENT CONTRACTOR
Consultant shall, during the entire term of this Agreement, be construed to be an
independent contractor and not an employee of the City. This Agreement is not intended nor
shall it be construed to create an employer-employee relationship, a joint venture relationship, or
to allow the City to exercise discretion or control over the professional manner in which
Consultant performs the services which are the subject matter of this Agreement; however, the
services to be provided by Consultant shall be provided in a manner consistent with all applicable
standards and regulations governing such services. Consultant shall pay all salaries and wages,
employer's social security taxes, unemployment insurance and similar taxes relating to employees
and shall be responsible for all applicable withholding taxes.
6. INSURANCE
Prior to undertaking performance of work under this Agreement, Consultant shall
maintain and shall require its subcontractors, if any, to obtain and maintain insurance as described
below:
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a. Commercial General Liability Insurance. Consultant shall maintain commercial
general liability insurance which shall include, but not be limited to protection against claims
arising from bodily and personal injury, including death resulting therefrom and damage to
property, resulting from any act or occurrence arising out of Consultant's operations in the
performance of this Agreement, including, without limitation, acts involving vehicles. The
amounts of insurance shall be not less than the following: single limit coverage applying to bodily
and personal injury, including death resulting therefrom, and property damage, in the total
amount of $1,000,000 per occurrence. Such insurance shall (a) name the City, its officers,
employees, agents, volunteers and representatives as additional insured(s); (b) be primary with
respect to insurance or self-insurance programs maintained by the City; and (c) contain standard
separation of insureds provisions.
b. Business automobile liability insurance, or equivalent form, with a combined single
limit of not less than $1,000,000 combined single limit. Such insurance shall include coverage
for owned, hired and non-owned automobiles.
c. Worker's Compensation Insurance. In accordance with the provisions of Section 3300
of the Labor Code, Consultant, if Consultant has any employees, is required to be insured against
liability for worker's compensation or to undertake self-insurance. Prior to commencing the
performance of the work under this Agreement, Consultant agrees to obtain and maintain any
employer's liability insurance with limits not less than $1,000,000 per accident.
d. The following requirements apply to the insurance to be provided by Consultant
pursuant to this section:
(i) Consultant shall maintain all insurance required above in full force and
effect for the entire period covered by this agreement.
(ii) Certificates of insurance shall be furnished to the City upon execution of
this Agreement and shall be approved in form by the City Attorney.
(iii) Certificates and policies shall state that the policies shall not be canceled
or reduced in coverage or changed in any other material aspect without
thirty (30) days prior written notice to the City.
e. If Consultant fails or refuses to produce or maintain the insurance required by this
section or fails or refuses to furnish the City with required proof that insurance has been procured
and is in force and paid for, the City shall have the right, at the City's election, to forthwith
terminate this Agreement. Such termination shall not effect Consultant's right to be paid for its
time and materials expended prior to notification of termination. Consultant waives the right to
receive compensation and agrees to indemnify the City for any work performed prior to approval
of insurance by the City.
7. INDEMNIFICATION
Consultant agrees to and shall indemnify and hold harmless the City, its officers, agents,
employees, consultants, special counsel, and representatives from liability: (1) for personal injury,
damages, just compensation, restitution, judicial or equitable relief arising out of claims for
personal injury, including health, and claims for property damage, which may arise from the
negligence, recklessness or willful misconduct of the Consultant or its contractors,
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subcontractors, agents, employees, or other persons acting on their behalf which relates to the
services described in section 1 of this Agreement; and (2) from any claim that personal injury,
damages, just compensation, restitution, judicial or equitable relief is due by reason of the
negligence, recklessness or willful misconduct of Consultant arising from this Agreement. The
Consultant further agrees to indemnify, hold harmless, and pay all costs for the defense of the
City, including fees and costs for special counsel to be selected by the City, regarding any action
by a third party asserting that personal injury, damages, just compensation, restitution, judicial or
equitable relief due to personal or property rights arises by reason of the terms of, or effects
arising from this Agreement. City may make all reasonable decisions with respect to its
representation in any legal proceeding.
8. CONFIDENTIALITY
If Consultant receives from the City information which due to the nature of such
information is reasonably understood to be confidential and/or proprietary, Consultant agrees that
it shall not use or disclose such information except in the performance of this Agreement, and
further agrees to exercise the same degree of care it uses to protect its own information of like
importance, but in no event less than reasonable care. "Confidential Information" shall include
all nonpublic information. Confidential information includes not only written information, but
also information transferred orally, visually, electronically, or by other means. Confidential
information disclosed to either party by any subsidiary and/or agent of the other party is covered
by this Agreement. The foregoing obligations of non-use and nondisclosure shall not apply to
any information that (a) has been disclosed in publicly available sources; (b) is, through no fault
of the Consultant disclosed in a publicly available source; (c) is in rightful possession of the
Consultant without an obligation of confidentiality; (d) is required to be disclosed by operation of
law; or (e) is independently developed by the Consultant without reference to information
disclosed by the City.
9. CONFLICT OF INTEREST CLAUSE
Consultant covenants that it presently has no interests and shall not have interests, direct
or indirect, which would conflict in any manner with performance of services specified under this
Agreement.
10. NOTICE
Any notice, tender, demand, delivery, or other communication pursuant to this
Agreement shall be in writing and shall be deemed to be properly given if delivered in person or
mailed by first class or certified mail, postage prepaid, or sent by facsimile or other telegraphic
communication in the manner provided in this Section, to the following persons:
To City: Clerk of the City Council
City of Santa Ana
20 Civic Center Plaza (M-30) j
P.O. BOX 1988
Santa Ana, CA 92702-1988
facsimile (714) 647-6956
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With courtesy copies to:
Public Works Agency -Transportation Engineering Div.
City of Santa Ana
20 Civic Center Plaza (M-43)
P.O. Box 1988
Santa Ana, California 92702
facsimile (714) 647-5616
and
City Attorney
City of Santa Ana
20 Civic Center Plaza (M-29)
P.O. Box 1988
Santa Ana, California 92702
facsimile (714) 647-6515
To Consultant: Consensus inc.
17744 Skypark Circle, Suite 100
Irvine, California 92614
Facsimile (213) 438-1764
A party may change its address by giving notice in writing to the other party. Thereafter,
any communication shall be addressed and transmitted to the new address. If sent by mail,
communication shall be effective or deemed to have been given three (3) days after it has been
deposited in the United States mail, duly registered or certified, with postage prepaid, and
addressed as set forth above. If sent by facsimile, communication shall be effective or deemed to
have been given twenty-four (24) hours after the time set forth on the transmission report issued
by the transmitting facsimile machine, addressed as set forth above. For purposes of calculating
these time frames, weekends, federal, state, County or City holidays shall be excluded.
11. EXCLUSIVITY AND AMENDMENT
This Agreement represents the complete and exclusive statement between the City and
Consultant, and supersedes any and all other agreements, oral or written, between the parties. In
the event of a conflict between the terms of this Agreement and any attachments hereto, the terms
of this Agreement shall prevail. This Agreement may not be modified except by written
instrument signed by the City and by an authorized representative of Consultant. The parties
agree that any terms or conditions of any purchase order or other instrument that are inconsistent
with, or in addition to, the terms and conditions hereof, shall not bind or obligate Consultant nor
the City. Each party to this Agreement acknowledges that no representations, inducements,
promises or agreements, orally or otherwise, have been made by any party, or anyone acting on
behalf of any party, which are not embodied herein.
12. ASSIGNMENT
Inasmuch as this Agreement is intended to secure the specialized services of Consultant,
Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior
written consent of the City and any such assignment, transfer, delegation or subcontract without II
the City's prior written consent shall be considered null and void. Nothing in this Agreement shall
be construed to limit the City's ability to have any of the services which are the subject to this
Agreement performed by City personnel or by other consultants retained by City.
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13. TERMINATION
This Agreement may be terminated by the City upon thirty (30) days written notice of
termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant
compensation for all services performed by Consultant prior to receipt of such notice of termination,
subject to the following conditions:
a. As a condition of such payment, the Executive Director may require Consultant to deliver
to the City all work product completed as of such date, and in such case such work product shall be
the property of the City unless prohibited by law, and Consultant consents to the City's use thereof
for such purposes as the City deems appropriate. However, any use of unfinished work product shall
be at City's sole risk.
b. Payment need not be made for work which fails to meet the standard of performance
specified in the Recitals of this Agreement.
14. DISCRIMINATION
Consultant shall not discriminate because of race, color, creed, religion, sex, marital
status, sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by
applicable law, in the recruitment, selection, training, utilization, promotion, termination or other
employment related activities. Consultant affirms that it is an equal opportunity employer and
shall comply with all applicable federal, state and local laws and regulations.
15. JURISDICTION -VENUE
This Agreement and all questions relating to its validity, interpretation, performance, and
enforcement shall be government and construed in accordance with the laws of the State of
California. This Agreement has been executed and delivered in the State of California and the
validity, interpretation, performance, and enforcement of any of the clauses of this Agreement
shall be determined and governed by the laws of the State of California. Both parties further
agree that Orange County, California, shall be the venue for any action or proceeding that may be
brought or arise out of, in connection with or by reason of this Agreement.
16. PROFESSIONAL LICENSES
Consultant shall, throughout the term of this Agreement, maintain all necessary licenses,
permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder
and required by the laws and regulations of the United States, the State of California, the City of
Santa Ana and all other governmental agencies. Consultant shall notify the City immediately and
in writing of her inability to obtain or maintain such permits, licenses, approvals, waivers, and
exemptions. Said inability shall be cause for termination of this Agreement.
17. MISCELLANEOUS PROVISIONS
a. Each undersigned represents and warrants that its signature hereinbelow has the power,
authority and right to bind their respective parties to each of the terms of this Agreement, and shall
indemnify City fully, including reasonable costs and attorney's fees, for any injuries or damages to
City in the event that such authority or power is not, in fact, held by the signatory or is withdrawn.
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b. Captions and headings in this Agreement, including the title of this Agreement, are for
convenience only and are not to be considered in construing this Agreement.
c. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set
forth in the body of this Agreement.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year
first above written.
CITY OF SANTA ANA
ATTEST:
MARIA D. HUIZAR DAVID N. REAM
Clerk of the Council City Manager
APPROVED AS TO FORM:
JOSEPH W.FLETCHER
City Attorney CONSENSUS INC.
By:
Laura Sheedy
Assistant City Attorney JENNIFER LABRADO
Vice President
Tax ID#
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EXHIBIT A
CONSENSUS PROPOSAL
JUNE 1, 2010
25M-10
Consensuslrlc.
Interact.lnnovate.lnfluence.
Proposal for:
City of Santa Ana Public Works Agency M-21
Santa Ana Transit Vision Public Outreach
June 10, 2010
~ ~~ur~N~
11
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"1
Consensusinc.
Interact. Innovate. I nfluence,
Table of Contents
Table of Contents i
Overview and Summar
y 1
Introduction ................................................................................................................................1
Our Experience .........................................................................................................................................1
Situation Analysis 2
Issues and Challenges .............................................................................................................................2
N/hy Consensus Inc.? ...............................................................................................................................3
Qualifications, References and Relevant Experience 4
~ Firm Introduction ........................................................................................................................4
Qualifications 4
Resumes 4
~ Relevant Experience ...............................................................................................................13
Work Plan 16
s
Public Outreach Approach .......................................................................................................16
~ Task 1: Develop Outreach/Communications Strategy 17
~ Task 2: Prepare and Present Study Information 20
Task 3: Stakeholder Working Group 24
Task 4: Attend Technical Team Meetings 24
Task 5: Coordinate With/Support Public Outreach Programs .................................................25
~ Task 6: Provide Timely Written Updates 25
Task 7: Assist with CEQA/NEPA Public Meetings 25
~ Task 8: Public Information Materials and Communications Infrastructure 26
~ Task 9: Media Outreach 27
Optional Tasks: Supplemental Outreach Efforts 28
~ Staffing Plan 30
Staff Organization Chart .........................................................................................................................30
Consensus Inc. Labor Resources Current and Projected Availability ....................................................32
Cost Proposal 34
Santa Ana Transit Vision Public Outreach-City of Santa Ana
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ConsensuslnC.
I me ract. I n novate. I nfl uence.
- Overview and Summary
Introduction
Consensus Inc. is pleased to present this response to the City of Santa Ana's Request for Proposal
for its Santa Ana Transit Vision Public Outreach. Consensus Inc. has been leading the public
outreach efforts for the Santa Ana and Garden Grove Fixed Guideway (a critical element of the City's
Transit Vision) since January of this year and has also contributed to the development of messaging
and branding efforts of other Transit Vision components. The outreach efforts conducted to date have
increased the community's understanding and awareness of the project, while helping to create a
more transparent and inclusive process. Although the process has just begun, since implementing
some of Consensus Inc.'s strategic communications tactics, the project has not received any negative
~ press and previous project opponents that have been included into the decision making process have
been cooperative.
~ Consensus Inc. understands the diversity that exists within the City of Santa Ana and provides the
third-party objectivity that is needed to ensure the success of the overall Transit Vision. Consensus
~ Inc. has been instrumental in bringing a higher awareness of the Santa Ana and Garden Grove Fixed
# Guideway Project to the public with grass roots tactics such as door-to-door business walks, a
Stakeholder Working Group, meeting one-on-one with key community and business stakeholders,
~ and developing comprehensive public information materials that resonate with the community.
As the incumbent outreach partner working on this effort, we believe that we have the community
insight, technical knowledge and qualifications to deliver a quality, cost-effective and inclusive public
~ outreach program for this project.
~ In addition, Consensus Inc. has a firm understanding of the City's Transit Vision-which aims to
~ improve the livability of the City by bringing more economic development, more public transportation
options, and greater interconnectivity of important destinations and landmarks throughout the City.
Consensus Inc. truly believes that the City's Transit Vision will bring numerous benefits to its historic
t~ neighborhoods, working class families, visitors and businesses. For example, this project will inject
new energy to the historic downtown core, which is currently at a crossroads of either thriving or
deteriorating. The Transit Vision will provide the necessary tools (transportation, zoning, and
economic development) to assist with the continued revitalization of the area.
~ Our Experience
In addition to our in-depth knowledge of Santa Ana history and political fabric, Consensus Inc. also
brings a vast depth of transportation experience to the project. From California High Speed Rail to
Go Local Step One and Step Two projects to the Anaheim Fixed-Guideway-we have the experience
'y'~ and know-how to deliver an efficient, legally defensible public outreach program in accordance with
.1~
Santa Ana Transit Vision Public Outreach-City of Santa Ana
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Consensuslnc.
I nteract. I nnovate. Influence.
the California Environmental Quality Act and National Environmental Policy Act. Please also refer to
the qualifications provided in the next section for greater detail about our experience in successfully
preparing and executing outreach programs for complex transit studies.
Situation Analysis
Santa Ana is the fourth-most densely populated city in the U.S., preceded only by New York City, San
Francisco and Chicago. Its residents are heavily dependent on transit, and while existing bus service
provides good geographic coverage, the buses do not run frequently enough to adequately serve the
area. With recent bus service cutbacks, nighttime service on many routes has been reduced or
eliminated. And with a looming population growth of approximately 10 percent over the next 20 to 25
~ years, it is even more important that Santa Ana further develop its transportation infrastructure to
accommodate that growth.
In keeping with those needs, the City of Santa Ana is working with the City of Garden Grove to design
~ anew public transportation solution for residents, employees, and visitors to important destinations in
Santa Ana and connecting to the future transportation center in Garden Grove.
'J] The vision of Santa Ana's leadership is to increase livability in the city through proper land use
~ decisions and increasing quality public transportation options, and they have developed a strategy for
fostering new economic development through improving these qualities.
With this proposal, Consensus Inc. is recommending a plan that not only fulfills, but exceeds the
requirements of the environmental review process. It has been designed to engage the public with
the end goal of building consensus for an alternative, and then cultivating community advocates to lay
I~ ~ the groundwork for future funding phases (Go Local Step Three). This process is not, however,
without inherent challenges.
Issues and Challenges
The City's vision has sometimes been misunderstood and/or mischaracterized by certain vocal
stakeholders-creating a politically charged environment that has attracted the attention of local
media. Accusations about not adequately involving the public and backroom dealing have
compromised perceptions about this being a public process, thereby reducing trust in government
and city staff and affecting the integrity of the project.
What's the solution? The public plays an important role in helping to shape this vision. And only
through frequent communication-with a keen eye to neighborhood demographics and
communicating with the key publics in the manner in which they are most accustomed to
communicating-can a successful outreach program be implemented. Santa Ana is known to be a
low-income, disengaged community. By giving the public options for participation and making it
convenient for them to participate, the City can bolster the integrity of the process while improving
public perception of the project and building trust in city leaders. Implementing social media tools and
~ delivering them to the public where they currently gather-activity centers, church and neighborhood
-4' Santa Ana Transit Vision Public Outreach-City of Santa Ana
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Consensuslnc.
Interact. Innovate. Influence.
centers-is the single best way to accomplish this in today's rapidly changing communications
~i; environment.
Why Consensus lnc.?
In short, Consensus Inc. has the staff, experience, and rich transportation history to best serve this
complex communication effort. In selecting our teaming partners, assigning key personnel and
developing our work plan, we considered:
w Previous knowledge and experience in Santa Ana
¦ Vast experience working on Go Local projects ip Steps One and Two in cities throughout Orange
County
¦ Sensitivity to the project context, recognizing that any transit improvements need to be
seamlessly integrated into a mature urban corridor rich in community context
¦ The right expertise and experience to manage the scope and schedule while taking advantage of
streamlining opportunities
¦ Staff who are focused, available and accessible with the right range of skills and experience on
major transit projects
E
¦ The ability to develop, implement, and monitor responsive schedules focused on long-term
results, as well as short-term milestones
¦ Proven experience in applying creative methods and innovative techniques to work smarter,
deliver reliable results and advance decision-making
Consensus Inc. is proud to have served as the public outreach partner for the Santa Ana Fixed
Guideway Project Connecting to Garden Grove and we look forward to continuing to help build
understanding and acceptance of the city's transportation planning vision within the community.
P
!~~iD
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Santa Ana Transit Vision Public Outreach-City of Santa Ana
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Consensuslnc.
I nteract. I nnovate. Influence.
Qualifications, References and
Relevant Experience
Firm Introduction
Consensus Inc. is a leading California strategic communications firm with a keen understanding of
how community relations, media strategy and political outreach work seamlessly together to deliver
results for clients. With offices in Irvine and Los Angeles, Consensus Inc. specializes in
communicating complex, controversial information to communities, public officials and the media.
Since 1986, hundreds of companies have sought our advice to help communicate their stories to
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stakeholders, decision-makers and the media on a variety of important matters, including
transportation, land use, real estate development, alternative energy, environmental remediation,
aviation, education and more. Consensus Inc. counsels a wide range of clients in both the public and
private sector and has worked extensively managing public involvement for transportation and rail
projects including: Anaheim Fixed-Guideway Transit Corridor Study, Go Local Study, and Anaheim
Transit Master Plan; California High Speed Rail Commission and California High Speed Rail Authority
Feasibility Studies and EIRs/EISs; AMTRAK; Southern California Association of Governments Study
_ of Commuter Rail Los Angeles through Orange County; Los Angeles County Metropolitan
Transportation Authority Mid-Cities/Vllestside Commuter Rail project, the Exposition Metro Line
Construction Authority's Culver City to Santa Monica line.
In 1993, Consensus Inc. became part of the team doing California's first study of High Speed Rail. A
year later, Consensus Inc. was awarded the contract for statewide public involvement services.
Currently, the firm is overseeing public involvement for the National Environmental Policy Act (NEPA)
and California Environmental Quality Act (CEQA) studies of two High Speed Rail studies in California,
Los Angeles to Anaheim and Los Angeles to Palmdale.
Our single-minded focus on achieving results consistently earns us industry accolades and awards,
but more importantly, it forms long-lasting relationships with our clients, some of whom have been us
with for more than 15 years. They trust us to effectively handle their most sensitive and difficult
communications challenges, and we appreciate the opportunity to work with them.
Qualifications
A Detailed statement of the Consensus Inc.'s qualifications and previous experience in conducting
similar work is provided below.
Resumes
One-page resumes for personnel who will perform work on this project are located on the following
pages and include the percentage of time each team member will devote to this engagement.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
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Consensuslnc.
Interact. I n novate. I nfl uence.
~r` PROFESSIONAL EXPERIENCE
As vice president for Consensus Inc. in Orange County, Jennifer Labrado brings an
ra understanding of the region's issues, politics and communities to our firm. Jen designs
~ and directs strategic communication and outreach programs for key Consensus Inc.
clients. She has an extensive understanding of Orange County's politics, players and
unique characteristics, and expertise in multi-modal and transit oriented development
F, projects. She holds membership in numerous professional organizations, and her work
has been recognized by both -the Los Angeles and Orange County chapters of the
~ Public Relations Society of America (PRSA).
1
~ SELECTED PROJECT EXPERIENCE
;F
~ ¦ Public Involvement Program for the Anaheim Fixed-Guideway Transit
Corridor Study (EIR/EIS) -City of Anaheim. Jen serves as principal in charge for
~ ~ the public involvement program and is tasked with overseeing the entire public
outreach strategy. The public outreach strategy is designed to educate
~ 5 ~ stakeholders, elected officials, and other target audiences and ensure maximum
> public input throughout the study.
~ i ~f`, ¦ California High-Speed Rail Authority, Public Involvement Program for the
~ Prq~,e~c t~~~ , ~ = tix ` ~ Anaheim to Los Angeles segment. Jen designs and directs the public outreach
~ zy;"f, ~ = efforts for the Anaheim to Los Angeles section of the California High-Speed Rail
~~"~4 ~ project. She directs strategy to educate local and regional stakeholders about the
~ ~ ~i,~s ~ ro ect and obtain their in ut to incor orate into the environmental review process.
~ ~1ixv~r.~(y;~f ~ av~s,. P 1 P P
~v
= 1. ~w 4 F Y ¦ Orange County Transportation Authority (OCTA), Public Involvement Program
~ ~ ; ` ~ j for the I-405 Environmental Phase. Jen develops and directs the strategy and
~Yy~a~= ,k j ~~t f im lementation of the ublic involvement ro ram for OCTA's I-405 Im rovement
~ ~ ~~,~1 . P P P 9 P
; ~x}u,~g Project. The public involvement program is being conducted to meet the
requirements of CEQA and NEPA while broadening the dialogue surrounding this
, s regional corridor. The program utilizes both traditional outreach and social media
tactics to reach and engage stakeholders.
~+r{'L -
~ ¦ Orange County Transportation Authority (OCTA): Public Involvement Program
'sa .n Y
R - fit' for South Orange County Major Investment Study (SOCMIS). As project
~F ~ r„ manager, Jen developed and directed the public involvement program identifying
~ ~ ~ i.a the transportation needs and opportunities for the 14 cities in South Orange County.
~ I ~,>~F- The public involvement program fostered active public engagement and feedback
5 f ~ M,t, from the public was used in the development of an improvement alternative with
` ° ~ ` ~ ' local support.
`i ~ ~ _ ; ¦ Public Involvement Program for the Riverside County -Orange County
~r ~ ~ ~ ~{z3 Y:, . Corridor Major Investment Study (91MIS)-Orange County Transportation
~~r.. , -
~ ~ _ Authority (OCTA). As deputy project manager, Jen led all public outreach activities
~ _t ~ >
~~n 3<r : and designed and implemented a countywide public involvement program for
r"' ~ OCTA's Riverside County -Orange County Corridor Major Investment Study to
~ ~''~tir , 4 ~ ~f~ improve mobility between the two counties. The outreach strate utilized multi le
9Y P
' r. ~3 r4
'efi~ ~ n~,:, " tools and resources including community meetings, surveys, roundtables, elected
' ~Gti.t `-4" official briefings, mainstream media outreach, newsletters, email alerts, fact sheets,
r~~ of _ websites and effective partnering with government and community organizations.
L;
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-17
Consensuslnc.
I nteract. I nnovate. I nfluence.
PROFESSIONAL EXPERIENCE
Taraneh offers a wealth of experience in environmental issues and both traditional and
new media strategies. As a public affairs associate in Orange County, she worked with
`environmental and public works clients on community outreach projects, organizing
information sessions to build support for Orange County Water District projects, as well
as other public and private ventures. Taraneh represented the Orange County Water
_ District's Groundwater Replenishment System, a revolutionary program that boosted the
`county's water reliability. To raise awareness about the system in the local community,
Taraneh organized and took part in a variety of outreach events, including the
coordination of meetings with community groups and creative representation of the
project at local events. These efforts contributed to widespread support of a project that
was controversial at the outset. Taraneh possesses a diverse media background. She
~ TARANEH has organized multimedia campaigns to raise awareness about pressing social issues
ARHAMSADR =such as safe surrender laws for infants, and worked as a member of a documentary
Assistant Account team that created short films about real women in America.
Manager
Taraneh received her Bachelor of Arts degree in Environmental Analysis and Design
from the University of California, Irvine and a Master of Arts degree in Public
~ Consensus inc. Administration with an emphasis in Environmental Policy from San Francisco State
University.
~ SELECTED PROJECT EXPERIENCE
Deputy Project Manager
¦ California High-Speed Rail Authority: Public Involvement Program for the
M.A., Public Administration Anaheim to Los Angeles segment. Taraneh oversees the public outreach efforts
~ san Francsco stare universrfy > for the Anaheim to Los Angeles section of the California High-Speed Rail project.
She directs outreach activities designed to educate local and regional stakeholders
~ B.A., Environmental Anarysis about the project and obtain their input to incorporate into the environmental review
and Design
University of California, ~rvlne process. In addition, Taraneh develops high-level public information materials and
prepares the outreach staff for briefings with key stakeholders. She works closely
with the project team to develop outreach strategies that best fits the needs of the
~ a years various communities along the high-speed train corridor.
¦ Iberdrola Renewables: Tule Wind Project Outreach Program. Consensus Inc. is
Fluent in Farsi currently implementing a comprehensive community outreach and support building
program for the Tule Wind Project in connection to their initiation of the CEQA and
55% NEPA processes. Taraneh handles public outreach activities for Tule Wind Project.
She develops key messages for the project and coordinates briefings and
presentations with key community members. This project will be one of the first
~ wind projects developed in San Diego County and is facing substantial challenges
in the form of community concern, and existing misinformation related to San Diego
Gas & Electric's highly controversial Sunrise Powerlink project.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-18
Consensusin~.
I nteract. I n novate. Influence.
PROFESSIONAL EXPERIENCE
Based in the Irvine office, Michelle directs public relations and outreach programs for
transportation, renewable energy, real estate development and wastewater issues. She
has extensive experience in advertising and public relations, working for firms in San
Diego and Indiana, managing branding efforts for clients in the transportation,
r.,,° ° ~ construction, real estate, and economic development industries. She has expertise in
crisis and reputation management, providing strategic counsel on soil and groundwater
^"~r ~ contamination and sensitive health care industry issues. Her clients included the
Bloomington Economic Development Corporation, for whom she worked more than five
years to promote the city as a "Best Place" to work, live and play -earning media
coverage for the city and its success stories in the Wall Street Journal, Entrepreneur
Magazine, Chicago Tribune and other top tier publications. Michelle has written feature
MICHELLE SINNING stories for The San Diego Daily Transcript, San Diego Business Journal, California Real
Senior Account Estate Journal, Western Real Estate News, Business Facilities and Multifamily
.Manager Executive. She is a graduate of the University of Wisconsin, Stevens Point, with a
Bachelor of Science degree in Communication (with concentrations in public relations
and journalism). She is an accredited member of the Public Relations Society of
America.
Consensus Inc.
SELECTED PROJECT EXPERIENCE
Media Relations ¦ City of Anaheim: Public Involvement Program for the Anaheim Fixed-
Guideway Transit Corridor Study (EIR/EIS). Michelle serves as project manager
and is tasked with developing a public involvement program and an aggressive
as., communications public outreach strategy for the project. The public outreach strate g
(Jniversity of Wisconsin, gy IS deSl ned t0
stevens point.. educate stakeholders, elected officials, and other target audiences and ensure
maximum public input throughout the study.
~s years. ¦ California High Speed Rail Authority: Public Involvement Program for the
Anaheim to Los Angeles Segment. As deputy project manager Michelle manages
the public outreach efforts for the Anaheim to Los Angeles section of the California
High-Speed Rail project with emphasis on media relations. This comprehensive
Accredited Member, Public
Relations Society of America program meets the requirements of the environmental process while building
awareness and engagement throughout the corridor and the region.
ao°i° ¦ Orange County Transportation Authority (OCTA): Public Involvement Program
for the I-405 Environmental Phase. As project manager Michelle assists with
strategy development and oversees task delivery of the public involvement program
for OCTA's I-405 Improvement Project. The public involvement program is being
conducted to meet the requirements of CEQA and NEPA while broadening the
dialogue surrounding this regional corridor. The program utilizes both traditional
outreach and social media tactics to reach and engage stakeholders.
¦ Iberdrola Renewables: Tule Wind Project Outreach Program. Consensus Inc. is
currently implementing a comprehensive community outreach and support building
program for the Tule Wind Project in connection to their initiation of the CEQA and
NEPA processes. Michelle develops the outreach and social media strategy for
Tule Wind Project. During initial stages of the project Michelle oversaw the creation
of all social media platforms that include a Twitter page, Facebook page, and
YouTube channel.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-19
Consensuslnc.
Interact. Innovate. Influence.
i, - y~~'~k' ~'v<< PROFESSIONAL EXPERIENCE
~a
~ Lilian De Loza has been with Consensus Inc. for more than 16 years and leads
the public-sector outreach and communications practice. She brings a wealth of
- knowledge and experience in outreach to multicultural communities and public
_ ~ involvement programs that comply with the California Environmental Quality Act
and National Environmental Policy Act (CEQA/NEPA). She has also developed
and implemented numerous successful community relations programs for retail,
transportation, housing, public facilities and environmental remediation projects.
_ Her commitment to diversity issues extends to her work with Hispanas Organized
for Political Equality (HOPE) -Leadership Institute, of which she is an alumna.
Prior to working for Consensus Inc., Lilian served as an aide to the late Los
' ~ Angeles Mayor Tom Bradley and former Council Member Rita Walters. In these
capacities with the City of Los Angeles, she served as their liaison to the Latino
community. Lilian holds a Bachelor of Arts degree in Sociology from Occidental
r ~ College, has studied in Cuernavaca, Morelos, Mexico, and is fluent in Spanish.
~ SELECTED PROJECT EXPERIENCE
~ '
¦ California High-Speed Rail Authority (CHSRA): Public Involvement
® Programs for the Feasibility and Environmental Studies of a High-Speed
~ < Rail System in California. Lilian has developed and implemented statewide
- public involvement programs for CAHSRA for more than 14 years, including
t~ ,
~ A~ strategic communications and media relations programs for various feasibility
Dcc ~ '.`M1 ~ and environmental studies.
. ~ ~
! ` ¦ Metro Gold Line Foothill Extension Construction Authority: Gold Line
_ ~ Foothill Extension Community and Media Outreach. Lilian provides
Y strategic counsel to the community outreach team and Authority leadership to
F} U ~ `
support the Phase 2A Extension from Pasadena to Azusa.
' ~s ~ ~ , ¦ California Department of Transportation (Caltrans). Lilian directs the
~ "Y ~ "F ` ~ public outreach services for the Caltrans District 7 I-405/Arbor Vitae
~ . ~ Interchange project. Consensus Inc. pioneered the use of UStream for
Caltrans by broadcasting live footage and a chat feed of a public meeting on
~ f . the Internet.
f~ .
¦ Exposition Metro Line Construction Authority (EXPO). Lilian directs and
. t~ ~ coordinates all public outreach for the second phase of the Expo Line
r. ~ `4z between Culver City and Santa Monica. In early 2010, the Final
~ , Environmental Impact Report (FEIR) was certified and the preferred
• alternative was selected. Consensus Inc. continues to work with the Expo
~7 ~
• Authority and provides timely and relevant information regarding design/build
FAQ ? ` and construction updates to stakeholders throughout the corridor.
;`4~ ¦ Los Angeles County Metropolitan Transportation Authority (Metro):
G~ -s L., x:° Public Involvement Programs for the San Fernando Valley East-West
3
~ Transit Corridor (Orange Line) MIS/EIS/SEIR Bus Rapid Transit Project
~ and Northern Canoga Extension EIR. Lilian developed and managed the
~r ; r •ux Public Involvement Program for the San Fernando Valley East-West Transit
~ Corridor (Orange Line MIS/EIS/EIR) and Northern Canoga Extension EIR.
$ ~ F,
~ .fib
Santa Ana Transit Vision Public Outreach-City of Santa Ana
~.k 25M-20
Consensuslnc.
I nteract. I n novate. I nfluence.
~ ;r x PROFESSIONAL EXPERIENCE
Abraham Mercado plans and implements outreach activities for public clients, as
well as support campaigns for private clients. Abraham is also involved in
'coordinating community meetings, developing public information materials, and
® 'interfacing with project stakeholders. While working for Consensus Inc., Abraham
has worked on multiple projects requiring bilingual-bicultural outreach to
stakeholders and works to identify key issues related to building stakeholder
support, creating and implementing outreach strategies, dealing with diverse
'y;, communities, developing and maintaining contact with elected officials, and
responding to stakeholder concerns.
~y.
~ l =SELECTED PROJECT EXPERIENCE
_ ~f" ~ ¦ City of Irvine: Grassroots Outreach and Marketing for the IBC i-Shuttle
Outreach Phase II. The City of Irvine contracted Consensus Inc. to conduct a
® strategic communications and marketing program for the Irvine iShuttle. The
a , iShuttle is a commuter service that connects the Tustin Metrolink Station with
key employment centers in the City of Irvine and John Wayne Airport.
~ Abraham serves on the outreach team and implements the day-to-day
activities of the business and residential marketing programs.
r~,:._
f' ' ' ¦ City of Anaheim: Public Involvement Program for the Anaheim Fixed-
Guideway Transit Corridor Study (EIR/EIS). Consensus Inc. is currently
4.
, engaged as the outreach sub-consultant for the Anaheim Fixed-Guideway
~ y~: Transit Corridor Study and is charged with leading the outreach efforts on
behalf of the city. Abraham coordinates public meetings, maintains key
,t.
community concerns and executes public outreach activities for the project.
j~~
N'~ ¦ California High-Speed Rail Authority: Public Involvement Program for
k~
i ' ' the Los Angeles to Palmdale segment. Abraham maintains the key
tY ~
d'y t stakeholder database and handles support building activities for the CHSRA
r° ` project.
;,t.,
F~ue~ ~ ¦ California Department of Transportation (Caltrans): Public Outreach
. ~ y Services for Arbor Vitae On/Off Ramp. Abraham handles bilingual support
~ building activities and stakeholder outreach to facilitate involvement from local
~ business owners and impacted residents surrounding the Arbor Vitae
's interchange.
3
'~4~'= ~ ¦ Los Angeles County Transportation Authority (Metro): Public Outreach
,fir: y
' ~ for the Canoga Transportation Corridor, Orange Line Extension Project,
y~ is
} 5wyr Canoga Park, California: Abraham coordinated and staffed public meetings,
f~: maintained a log of key community concerns in the stakeholder database, and
. conducted bilingual outreach for the Metro Orange Line project. Over an 18-
_ month period, Consensus Inc. held scoping meetings, public hearings,
rim`
_ presentations to key groups and leaders to elicit public participation and
® r~-.. - ~ ` .
~ , feedback on the alternatives and the scope of the EIR.
~ e ¦ Orange County Transportation Authority (OCTA): Public Involvement
- : Program for the I-405 Environmental Phase. Abraham developed public
information materials, maintained the key stakeholder database, and
« ~ developed outreach strategies for the project.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-21
Consensuslnc.
Interact. 1 n novate. I nfl uence.
~ ~
` ~t~ PROFESSIONAL EXPERIENCE
Marianne has extensive ex erience executin
p g public outreach campaigns for
~ ~ transportation, land use and infrastructure issues. She is an active community
organizer and has strong insight into multicultural issues and event planning for
diverse audiences. Marianne is an active member of the Public Relations Student
~ Society of America (PRSSA) and was the Programs Director for the 2009 PRSSA
YC^.
National Conference where she organized, executed and evaluated a 2,000-
- v ° person conference while supervising over 75 student volunteers. Marianne is a
graduate of California State University, Fullerton and holds a Bachelor of Arts
degree in Communications with an emphasis in Public Relations.
,r,
K SELECTED PROJECT EXPERIENCE
¦ City of Anaheim: Public Involvement Program for the Anaheim Fixed-
~ Guideway Transit Corridor Study (EIR/EIS). Consensus Inc. is currently
engaged as the outreach sub-consultant for the Anaheim Fixed-Guideway
• Transit Corridor Study and is charged with leading the outreach efforts on
~ behalf of the city. Marianne is responsible for coordinating public meetings,
~ > maintaining key community concerns and executing public outreach activities.
- The public outreach strategy is designed to educate stakeholders, elected
officials, and other target audiences and ensure maximum public input
~ ~4. s ~ throughout the study. Outreach activities include implementing public
Yd ~
~x G workshops and open houses at key project milestones, including early
' scoping, scoping, and the release of the Draft Environmental Impact
Report/Draft Environmental Impact Statement (DEIR/DEIS).
. ¦ California High-Speed Rail Authority: Public Involvement Program for
~ the Anaheim to Los Angeles segment. Marianne leads outreach activities
~ bl ~w of the high-speed rail project and prepares key messages for community
p outreach activities, develops public information materials and staffs briefings
with key stakeholders. Marianne works closely with the project team to
execute outreach strategies that best fits the needs of the various
communities along the high-speed train corridor.
F'
¦ Iberdrola Renewables: Tule Wind Project Outreach Program. Consensus
fry; Inc. is currently implementing a comprehensive community outreach and
support building program for the Tule Wind Project in connection to their
initiation of the CEQA and NEPA processes. Marianne handles all outreach
~ f~; activities for Tule Wind Project. Most recently, Marianne has prepared public
~y. information materials, developed a fact sheet and updated the project Web
~ ~ ~ site. Marianne also staffs all outreach activity centers.
ti~ ~ ~ ~
~ i~ ,i ~ ~ ¦ Regency Centers: Heritage Plaza Community Survey/Focus Groups
~ ~ ` ~ ~ ~ r" Program. Regency Centers is updating and remodeling its Heritage
~ Plaza center as part of its strategy to retain its current tenants and
~ `
secure its position in the area. Heritage Plaza serves a diverse community
~:°r t'
with many homeowner associations, schools, ethnicities and audiences in
Irvine, California. Marianne serves on the outreach team and has
~ implemented activities of the marketing and focus group program for a large
activity center outreach event at Heritage Plaza. For the event Marianne
fz';~ developed a stakeholder contact list and located venues for the event.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-22
Consensuslnc.
Interact. I n novate. I nfluence.
PROFESSIONAL EXPERIENCE
'Jesus implements strategic communication and outreach campaigns for public
transportation and land use planning projects. Before joining Consensus Inc.
Jesus served as the community partnership manager for the Transportation and
- Land Use Collaborative. He has experience working on general plan updates in
the Los Angeles area where he played an integral role on the outreach team for
' ti~
fa. the development of land use, transportation, and healthy community elements. He
x also has extensive experience in bilingual and bicultural outreach to Spanish-
speaking communities. A graduate of the University of Southern California, Jesus
~T
holds a Bachelor of Science degree in Public Policy, Management, and Planning
and a Bachelor of Arts degree in Spanish. He is Fluent in Spanish.
:SELECTED PROJECT EXPERIENCE
" J r ¦ Metro Gold Line Foothill Extension Construction Authority: Gold Line
f~ Foothill Extension Community and Media Outreach. Jesus provides
outreach support to the community outreach team and Authority leadership to
® _ support the project. Jesus is part of an outreach team executing an integrated
' i program of traditional and online communications is designed to maintain
® - ` E4~:.. = momentum and stakeholder support building towards the Extension's planned
® '`A~ ~ groundbreaking in 2010 and service in 2013.
® _ a ¦ California High-Speed Rail Authority (CHSRA), Public Involvement
~ ~ Program and Media Relations for the Project Level EIS/EIR Los Angeles
r` ~fi ~ to Palmdale Section. Jesus is working to educate local community based
~ r. ~ organizations along the Los Angeles to Palmdale and providing them with
` ~ ~ information about the proposed statewide infrastructure project and the
' environmental review process.
_ u
3 e ¦ Exposition Metro Line Constructioh Authority (EXPO): Phase 2 Public
'`mot Affairs Services. Jesus is executing and coordinating all public outreach for
- ~ ' the second phase of the Expo Line between Culver City and Santa Monica.
Consensus Inc. developed a communications and outreach program that is
ri'
~ proactive, responsive, transparent, authentic, and respectful of the myriad of
'~~n'~ stakeholders along the corridor.
f`~ ¦ California Department of Corrections and Rehabilitation: Environmental
~w Impact Report for Madera Secure Community Re-Entry Facility. Jesus
^ executes the bilingual public outreach program for the Madera Secure
~ I, jrzT.
- ' Community Re-Entry Facility. Most recently he assisted with translation of a
~1 '1 i~ facility fact sheet and helped develop new messages in Spanish. The scope
f~.
1~' of work activities for this project include translation services, public outreach
to the Hispanic community, community meeting interpretation and translation
" services, and media relations
,t.
¦ Community Redevelopment Agency of Los Angeles (CRA/LA): Market
-
y~~~'.L ~ Study and Implementation Strategy for the Central City Community Plan.
`r~F" Jesus is handling all stakeholder outreach activities and planning all public
~ ~ meetings for the CRAlLA as they support the Los Angeles Department of City
j ~ z'~-mss w~ ' Planning in its work to update the Central City and Central City North
a Community Plans.
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-23
Consensuslnc.
I nteract. I nnovate. I nfluence.
PROFESSIONAL EXPERIENCE
- _ (~`~l Lead all creative development for client's needs and translate the vision of an
organization to design applications
Y Provide creative vision and art direction for the support of all marketing collateral
=r~ • t; ~ materials
n Guide new business development efforts and set company branding strategy
rz;~
fi ; ~ t Perform all pre and post press production processes and maintain close oversight of
r design and production budgets
Graph~~jrq~~l~n~us?~) ¦
Organize mechanicals, pre-flight packages, press checks and manage direct mail
campaigns
" 4 ~ ~ Operate a wide variety of professional photographic equipment as well as creative
R~ photo shoot direction
SELECTED PROJECT EXPERIENCE
ti,~
JB3D Environmental Wayfinding (Orange, CA)
~ ' ~ Project Coordinator -Graphic Designer. August 2008 -November 2009.
s. _
Support project manager in all aspects of workflow
~ :I' - ~'i'ti .
~ ~~rr, . Project management of design development and production
' ~ Assisted in plan and specifications analysis in order to provide clear, trackable and
- Y coordinated interpretations of the design/drawings for construction
3 Monitored in-shop and third party vendors work, to ensure compliance with company
standards, procedures, specifications and codes
h~i~
~ x~ Retained effective working relationships and acted as liaison with clients, vendor and City
~ivtri ` ~ ~ staff
Conducted research findings and submitted multiple city ordinance permits at
_ ~ ~ municipalities throughout Orange, Los Angeles and Ventura counties
Clients include: The Irvine Company, Shea Properties, Grubb & Ellis Company, LBA
~ Properties, Herbalife at LA LIVE and Season Place
~ ~
Hogle-Ireland, Inc. (Irvine, CA)
~ ~ Graphic Designer. January 2006 -August 2008
F fj ~jE , p ~ x~ Manage the full development of concept formation, design and final press check,
_ ' ; including thumbnail drafts, photography, layout and production of out-put materials
• Created layout design for newsletters, fliers, postcard notices, invitations, factsheets
- and collateral materials
. Produce large scale poster maps for community presentations alongside PowerPoint
~y ~ slideshow tailored to our clients needs and brand
~ Monitored large format plotter and out-put materials
s~ ~ .
t , " ' , ~ ~ Orange County Transportation Authorit Oran a CA)
_ Y( g
' Marketing/Public Communications. October 2001 -December 2005
35,Jg~~ ~ Y ~ ~ . Engaged in a collaborative environment with graphic design projects and marketing
~ ~ a,:~~ campaigns
L ~ ~ a ~ t~; ay Responsible for layout and design concepts, color correction, created mechanicals,
" t~v ~~~tti
~ 4:~ y~ developed and maintained photo library, shot photography and aided in press check
~x Large format poster printing, contact sheets, fliers
,
` ~ Coordinated and planned public service outreach events
Maintained and troubleshooted printing equipment
Santa Ana Transit Vision Public Outreach-City of Santa Ana
~ 25M-24
Consensuslnc.
I nteract. 1 nnovate. I nfl uence.
Relevant Experience
City of Anaheim
Public Involvement Program for the Anaheim
Fixed-Guideway Transit Corridor Study, Go Local
Study and Anaheim Transit Master Plan
Consensus Inc. is currently engaged as the outreach sub-consultant for the Anaheim Fixed-Guideway
Transit Corridor Study and is charged with leading the outreach efforts on behalf of the city. As part
of the Go Local Program, the City of Anaheim was selected by the Orange County Transportation
Authority (OCTA) to advance the study of affixed-guideway system through the environmental study
process and to complete conceptual engineering and design for the project. The Anaheim Fixed-
Guideway project is envisioned to operate as ahigh-capacity system, providing convenient and
efficient transfers to Metrolink, Amtrak, Bus Rapid Transit (BRT), local bus, and future high-speed
train services connecting at the Anaheim Regional Transportation Intermodal Center (ARTIC). This
connection will link Orange County's "backbone" Metrolink commuter rail system to the City of
Anaheim's major employment and activity centers in the Platinum Triangle and The Anaheim
ResortT""
The public outreach strategy is designed to educate stakeholders, elected officials, and other target
audiences and ensure maximum public input throughout the study. Outreach activities include
implementing public workshops and open houses at key project milestones, including early scoping,
scoping, and the release of the Draft Environmental Impact Report/Draft Environmental Impact
Statement (DEIR/DEIS). In addition, Consensus Inc. is engaging stakeholders in the environmental
process by conducting informational briefings and presentations to key community groups, with
particular attention to environmental justice outreach. Consensus Inc. developed comprehensive
public information materials for the project, including a project fact sheet, web site, a-mail blasts and
newsletter to better inform the public about the project's Purpose and Need, alternatives under
consideration and key project milestones. Consensus Inc. was also involved in Phase 1 of the
project, which included implementing a targeted public involvement program to develop a Transit
Master Plan in affiliation with OCTA's Go Local Program (Step One). The Transit Master Plan strived
to meet the City's current and future mobility needs, with consideration for how commuters, including
residents, workers, and visitors travel-while simultaneously exploring new modes of transportation
that will enhance their ability to get places safely and efficiently.
Client Contact
Jamie Lai, Transit Manager
City of Anaheim
200 S. Anaheim Blvd., #246
Anaheim, CA 92805
714.765.5049
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-25
Consensuslnc.
t Interact. Innovate. Influence.
t ~
4
a:, Metro Gold Line Foothill Extension Construction Authority
Social Media Campaign to Raise Awareness and Fund the Gold Line
Consensus Inc. is assisting the Foothill Extension Construction
Authority with a community outreach program about the importance i
~l
of funding the Foothill Extension from Pasadena to Montclair. At
the start of the program in 2008; the Los Angeles County
Metropolitan Transportation Authority (Metro), the funding agency
for the project, ranked the Foothill Extension low on its priority list
and refused to fund it. The campaign included a strategically .
coordinated effort that conducted traditional outreach at activity centers, engaged local news outlets,
and leveraged these efforts through its "I Will Ride" Blog (www.IWiIIRide.org), Twitter Feed, Facebook
Page, and Activity Center Outreach/Stakehotder Videos. When Consensus Inc. was hired in spring
2008, the Gold Line Extension's funding for future development was only $126,000.
® As a result of our firm's successful communications strategies, Metro voted to increase the Foothill
Extension Authority's funding to $875 million. Moreover, Consensus Inc. was awarded the "Blog of
the Year" by the Public Relations Society of America, Los Angeles chapter, for the "I Will Ride" biog.
Project Results
¦ When Consensus Inc. was hired in spring 2008, the Gold Line Extension's funding for future
development was only $126,000.
¦ As a result of our firm's successful communications strategies, Metro voted to increase the
Foothill Extension Authority's funding to $875 million.
¦ Built a supporter database of 2,531 stakeholders via mailings, activity centers and Website sign-
ups
¦ Developed the iwillride.org blog and @iwillride Twitter site
¦ Increased media coverage to elevate the need for the Extension in decision-making forums
Client Contact
Habib i3alian, Chief Executive Officer
Metro Gold Line Foothill Extension Authority
406 East Huntington Drive, Suite 202
Monrovia, California 91016-3633
626.305.7001
hbalian(c~foothillextension orq
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-26
Consensuslnc.
I nteract. I n novate. I nfluence.
California High-Speed Rail Authority
Public Involvement Program for the Feasibility and Environmental Studies of a
High Speed Rail System in California ~ ~
Since 1994, Consensus Inc. has developed and implemented
statewide public involvement programs-including strategic
communications and media relations programs-for the California
High-Speed Rail Authority (CHSRA), which envisions an 800-mile t
high-speed train line that will run throughout the state from San h ~
Diego to the Bay Area and Sacramento. Our public involvement ,
programs for the statewide system studies involve a successful
s media relations strategy including an abundance of stories in print, television, radio, and online
mediums. Consensus Inc. has identified and prioritized community organizations, chambers of
t commerce, and business organizations that will have the most interest in the project, as well as high-
level stakeholders with interested constituencies, resulting in hundreds of groups and elected officials
receiving briefings on the project. The briefings served to support our effort to build a strong coalition
of advocates-ultimately resulting in California voters approving a $9.95 billion bond investment to
help fund construction of Phase I of the California High-Speed Rail system. Our work has included:
¦ California Statewide High Speed Rail Feasibility Studies (1994 - 1996). Consensus Inc.
served as prime contractor and managed a statewide public involvement program for Caltrans
and the former Intercity High Speed Rail Commission to study high speed rail in California.
¦ Public Involvement Programs for the Los Angeles to Bakersfield Segment: Program-Level
Environmental Impact Statement/ Report (EIS/EIR) (2001 - 2003). The firm developed and
implemented an outreach program to elicit participation from the public as the California High
Speed Rail Commission developed aerogram-Level (EIS/EIR) between LA and Bakersfield.
¦ Public Involvement Programs for the Project-Level EIS/EIR Los Angeles to Palmdale
Corridor Section (2007 to Present). Consensus Inc. serves as a public outreach sub-contractor
to the Hatch Mott McDonald/URS team as it moves forward with preparing aProject-Level
Environmental Impact Statement/Report for the CHSRA.
¦ Public Involvement Programs for the Project-Level EIS/EIR Anaheim to Los Angeles
Corridor Section (2007 to Present). Consensus Inc. is providing public outreach while this
section is undergoing environmental review and preliminary engineering.
Client Contact
_ Dan Leavitt, Deputy Director
~ California High Speed Rail
~ 925 "L" Street, Suite 1425
Sacramento, CA 95814
~ 916, 324.1541
~ dleavitt~a hsr.ca.gov
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Work Plan
Public Outreach Approach
In today's politically sensitive and competitive funding environment, broad public involvement and
support are critical to the success of any major public transit project. However, getting the general
public to participate in the development of a project has become increasingly challenging as
stakeholders spend more time commuting and engaged in essential daily activities. Therefore, a
well-crafted and executed public outreach program can make the difference between a project
marked by conflict and one that continues without interruption with the greatest level of community
acceptance.
The biggest advantage to selecting Consensus Inc. is that we do know the public well through our
current positive interaction with them. We know there is no standard or single approach for engaging
communities and that assumptions are sometimes made without validation, often at the peril of a
project. Thus, we approach all projects with the ultimate goal of supporting the technical analysis with
tailored and strategic outreach efforts. These efforts, implemented effectively, will demonstrate how a
thorough and proactive participation program is crucial to consensus building, project progression,
and ultimately, planning and building an effective and efficient transportation solution for the Santa
Ana Fixed Guideway Project.
Working closely with the City of Santa Ana, Consensus Inc. will develop a communications and
outreach program that is proactive, responsive, transparent, savvy, authentic, and respectful of the
myriad of stakeholders who will be affected by the Santa Ana Fixed Guideway Project and the Santa
Ana Regional Transportation Center (SARTC) Master Plan. We will elegantly blend traditional
communications tools with cutting-edge ones. Additionally, we will create platforms for robust and
balanced dialogue about the environmental review process designed to help the City achieve its goal
of identifying a Locally Preferred Alternatives (LPA) that will be carried forward into a formal Draft
Environmental Impact Report/Environmental Impact Statement (EIR/EIS). This approach will not only
develop and maintain constructive relationships with community members, elected officials, and the
j ' media, it will:
¦ Acknowledge the impacts of a public transit project going through communities while focusing on
the benefits it will bring to a very significant number of stakeholders.
¦ Seamlessly blend emerging communications tools with traditional ones and make it easy for
anyone who is interested in information to get it. Information will be conveyed in multi-media
platforms, as well as traditional hard copy collateral materials. On-line information materials
provide for cost-effective dissemination of content and are more environmentally friendly.
¦ Provide multiple choices for people to get information in the manner that is most convenient to
them. Some prefer to attend a community meeting; others might only like information sent via text
messages to their cell phone; others might like to participate in a virtual meeting from the comfort
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of their homes; while others will prefer to see what their friends are thinking about the Transit
Vision on Facebook, Twitter or Blogs.
¦ Provide opportunities for respectful and regular contact with key stakeholders, in-person and via
their chosen method of interaction. Communication will be built on the foundations of
authenticity, interactivity and peer-to-peer messaging to cultivate and nurture important
relationships.
Task 1: Develop Outreach/Communications Strategy
In coordination with the City of Santa Ana, we will develop an Outreach and Communications
Strategy that details all activities to be performed throughout the public outreach program. The
strategy will:
¦ Add to the already identified key audiences and stakeholders
¦ Develop a format and schedule for all public meetings
¦ Discuss in what manner and how frequently briefings with elected officials will occur
¦ Outline what types of public information materials will be developed
¦ Provide strategic tactics for communicating with stakeholders throughout the corridor
¦ Develop a strategic approach for utilizing new social media tools and applications
¦ Outline principles for involving environmental justice communities
c
~s ¦ Include program monitoring and evaluation criteria to measure success
¦ Include an overall public outreach program schedule and timing for activities
The plan will include an overview of the outreach activities Consensus Inc. will implement and their
schedule of implementation. The timing of each activity will be strategically linked to the
environmental review process milestone schedule to maximize the receipt of information from the
ta~ community that will be most useful to the technical team in the decision-making process.
Consensus Inc. herein provides a snapshot of the Strategy that reaches each of the following key
audiences:
¦ General Public
¦ Business Community
¦ Key Stakeholders
¦ Elected officials
¦ Media
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The strategy relies on using multiple communications platforms and methods, to give all audiences
options for interacting with the City and its representatives on this project-thereby increasing buy-in
and trust from the community. All activities implemented will be fully inclusive and credible, and will
maximize opportunities for their involvement.
The Outreach and Communications Strategy entails:
Thor~:~ugh Upfront Planning: Consensus Inc. has been involved in the initial stages of outreach for the
environmental review process and has a keen understanding of the issues and where the project fits
in the City's overall transit vision. We have provided key assistance to the City of Santa Ana in
establishing the foundation for a detailed and thorough public outreach infrastructure program
including having developed project messages, the project's preliminary visual identity, a
comprehensive stakeholder database and project themes and messages that bring together all
projects in the City's transit vision to help the public understand the City's vision of quality land use
and transportation planning improvements that will have a positive impact on economic development.
integrated Communications !approach: To complement our use of traditional communications, we will
incorporate cutting-edge social media tools where appropriate. These communication tools allow us
to expand outreach to previously uninvolved audiences with new options for peer-to-peer interaction,
instantaneous message dissemination, and virtual participation. Online communications leverages
budget resources and, by reducing printing and mailing, demonstrates a commitment to
environmentally friendly business practices.
Menu of Options: We will create amulti-media platform that offers choices for people to access
information and participate in ways that are most convenient to them. Some will prefer to attend a
community meeting and receive a fact sheet, others might like information sent via text messages to
their cell phone. Some might like to participate in a virtual meeting from the comfort of their homes;
still others will prefer to follow the project on Facebook or Twitter.
f~~essage Clarity antl balance: Consensus Inc. has worked with the City to develop clear and
compelling messages that highlight potential project benefits, simplify complex issues to reduce
project misinformation and confusion, and foster community engagement. These messages will
continue to be refined as the project alternatives are selected and the City moves through the
environmental review process, and as the related transit vision projects are moved forward.
9
Broad Universe of Stakeholders: Our comprehensive stakeholder database already includes local,
state and federal elected officials, business and religious leaders, major employers, community-based
organizations, homeowner associations, public transit advocates, environmental groups,
neighborhood associations, schools, social clubs, nonprofits and media. Consensus will continually
update the database as we meet and engage community members on behalf of the project.
Grassroots tc Grasstops: We will provide ongoing opportunities for contact with key stakeholders,
prioritizing those most directly affected. We will use messengers who lend added credibility and peer-
to-peer outreach to cultivate and nurture important relationships. And we will maintain ongoing, open
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dialogue with local residents and businesses to provide accurate information to address emerging
and critical issues.
Activities to Reach Identified Audiences
As part of the Outreach and Communication Strategy, we will implement the following activities to
reach each of the key audiences. Each activity will be further detailed in Tasks 2 - 9 of our proposed
work plan.
AUDIENCES
¦ General public
- Activity center events (Task 2)
- Faith-based outreach (Task 2)
- Public meetings (Task 7/Optional)
- Information materials (Task 8)
- Social media (Task 2)
- Media outreach (Task 9)
¦ Business community
- Presentations (Task 2)
- Stakeholder working groups (Task 3)
- Business walks (Task 7)
Collateral materials (Task 8)
¦ Key Stakeholders
- Presentations (Task 2)
- Stakeholder working groups (Task 3)
- Collateral materials (Task 8)
¦ Elected officials
- Briefings (Task 2)
- Stakeholder working groups (Task 3)
- Collateral materials (Task 8)
- Media outreach (Task 9)
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¦ Media
~i
- Collateral materials (Task 8)
- Press releases (Task 9)
- Deskside briefings/Editorial Board meetings (Task 9)
4~
- Press kit (Optional)
Task 2: Prepare and Present Study Information
Presentations
Consensus Inc. will organize up to 20 project presentations on the Santa Ana Transit Vision, its
history/background, latest developments and important milestones-to be given by either city staff or
Consensus Inc. Presentations will be allocated to either the Santa Ana Fixed Guideway Project, the
SARTC Master Plan, or both, as best serves the needs of the projects and to ensure the greatest
quantifiable efficiencies. Consensus Inc. will work with the City to identify the targeted groups; some
of the neighborhood associations and organizations include:
Neighborhood Associations: Business Organizations:
- Artesia Pilar Neighborhood Association
- Greater Santa Ana Business Alliance
- Downtown Neighborhood Association - Downtown Business Association/Downtown Inc.
- Edna Park Neighborhood Association - Orange County Hispanic Chamber of Commerce
- Flower Park Neighborhood Association - Asian Business Association of Orange County
- French Court Neighborhood Association
- French Park Neighborhood Association
- Lacy Neighborhood Association
- Logan Neighborhood Association
- Mar-Les Neighborhood Association
- Washington Square Neighborhood
Association
- - Willard Neighborhood Association
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Faith-Based Organization Outreach
Consensus Inc. also recommends working with Saint Joseph's Church (and other churches along the
corridor identified by city staff) to conduct outreach at well-attended church services. Consensus Inc.
r
will setup information boards and talk to those who demonstrate interest in the project. Comments
and feedback will be gathered from the church-based outreach, even if it is conducted outside of the
official public scoping period. It has been our experience that comments and feedback gathered
throughout the environmental review process are acceptable to submit as part of the public record,
and in fact help to make a case for thorough outreach in minority/environmental justice communities.
Consensus Inc. will be responsible for coordinating a time and date with Saint Joseph's (and other
y churches') leadership, and staffing up to three faith-based outreach events.
Activity Center Outreach
When implementing public outreach aimed at involving predominantly Latino, Spanish-speaking
communities, it is important to reach them in places where they are already congregating. We refer
to these locations as "activity centers." Activity centers include, but are not limited to the following:
- Community events (carnivals, fairs, farmers markets, festivals such as Fiestas Patrias, etc.)
- Community centers
- Churches
- Schools/adult school/training centers
- Recreation centers and parks
- Libraries
- Senior centers
- Youth-oriented service centers (Learning Centers, Boys and Girls Clubs, YMCA, Boy/Girl
Scout troop meetings, etc.)
Consensus Inc. will staff booths at up to four key activity centers to reach out to these stakeholders,
provide them with project information, and ask them to participate in the process. At minimum, all
interested stakeholders will be provided with copies of the public information materials and will be
~ ~ added to the database to receive project updates.
k1
~ Social Media Outreach
The way people communicate and get their information is undergoing radical change. In today's
world information is instantaneous and access to information is the expectation. Traditional sources
of news such as daily newspapers and the nightly news broadcast are struggling to survive, while the
emergence of social media tools like Facebook®and Twitter® have elevated anyone with `friends'
~ and `followers' to the status of anews-gatherer and reporter. Anyone can create `content.' And smart
~ phones which are nearly everyvvhere-make the immediate distribution of information possible. The
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era when people were spoon-fed filtered information is dead-today word-of-mouth is the new
paradigm. Social media is not a fad, it's everywhere and it's here to stay. In this new paradigm of
peer-to-peer communications, virtual trust trumps all. Objective news reporting and rigorous fact
checking, though still valued by many, are losing a race where speed is more important than
accuracy.
Furthermore, according to new comScore data, the Latino online population increased by 3.3 million
users in the last 11 months. Google, Yahoo!, Microsoft and Facebook sites were among the top sites
visited by Latinos in January 2010.
In a young community such as Santa Ana, "peer-to-peer" communication plays an important role in
the credibility of a project. Social media tools such as Facebook, Twitter, and others help facilitate
this peer-to-peer communication and serve as a venue to allow stakeholders to provide thoughts and
opinions about a project. Most people won't believe what an agency tells them, but they are likely to
believe what their friends and neighbors tell them. The reality is that these peer-to-peer
conversations will likely be taking place with or without the City's engagement, and it would be best
for the City to host the dialogue in order to more easily distribute positive messages and correct
misinformation.
Generally speaking, public transit projects have a very long time span from inception to completion,
and the Fixed Guideway project is no exception. What is crucial during this long span is maintaining
a constant stream of communication with interested stakeholders, which is effectively maintained
through Twitter and Facebook. As such, Consensus Inc. will:
¦ Set up Facebook pages for the Santa Ana Fixed Guideway and SARTC Master Plan projects;
extend the reach of the page with peer-to-peer outreach and develop a strategy to add 'friends.'
¦ Set up a Santa Ana Fixed Guideway -SARTC Master Plan Twitter account; extend the reach of
the page with peer-to-peer outreach and develop a strategy to add 'followers.'
¦ Develop a text messaging campaign to allow those who want to receive updates on their cell
phones to opt-in to receive information.
¦ Create a contact card for distribution at every interface that includes the project identity, the
project hotline number, and the addresses of the project's Facebook, Twitter, text message opt-
in, blog/ website, and a-mail.
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~ Facebook
® Consensus Inc. believes that at a minimum, having a Facebook page will be important for public
® engagement during the environmental review process of the Fixed Guideway project. Not only will
the Facebook page motivate stakeholders to voice their opinion and respond to questions, it will be
® used to communicate information regarding:
¦ The Santa Ana and Garden Grove Fixed Guideway (basic facts)
¦ Specific components of the Fixed Guideway project (alternative alignments, technology
alternatives)
¦ Meeting dates and times Ex{aLightRatlLNe
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® ¦ Contact information . :
® ¦ Links to public information materials, technical » ~ ~~m»aaw•e».~ ~
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studies/reports aa.a~..,,:»o,ed d~ a. smim ~e,.wr~;
vKaeeanama eta~Ew Sws W b 10%m•»nk
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¦ Continual updates about important project
milestones
® The Facebook page will be continually monitored ~ ~
by Consensus Inc. staff for individual comments ~~~e ~ ~ e,,~.z.
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and questions. In coordination with city staff and/or ~"'y"~'~°°"`
the technical team, Consensus Inc. staff will post responses on the Facebook "wall" visible to all
® stakeholders signed up as "fans." Consensus Inc. recommends developing English and Spanish-
® language versions of the Facebook page.
® Twitter
® Twitter is a micro blogging service that allows a user to post short "tweets" (comments) to
® communicate with their "followers" (friends) and the general public. A strong Twitter presence will help
® communicate the benefits of the Fixed Guideway and SARTC Master Plan projects (environmental,
transportation, public health, mobility, and interconnectivity). Consensus Inc. will aim to maintain an
ongoing dialogue with followers by posting useful, relevant information in a fun, engaging, and
® thought-provoking tone.
Consensus Inc. will develop a suggested Twitter name upon development of the project's brand.
® Initial set of followers: Links to the project's Twitter and Facebook accounts, as well as brief
announcements, will be included on all e-blasts. This would give us an initial set of followers that with
time and engagement will continue to grow. Links to the accounts will also be included in all collateral
materials (e.g., fact sheets, meeting notices, newspaper ads, newsletters).
® In addition, Consensus Inc. will engage with other Twitter users that have an interest in and follow
public transportation projects and ask them to "retweet" or re-post Santa Ana Fixed Guideway -
SARTC Master Plan tweets to make them available to a larger audience. We will develop a strategic
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approach during the days immediately before any public meetings to encourage our followers to
Tweet the importance of public participation in the environmental review process.
There are also established groups on Facebook with advocates of public transportation. Consensus
Inc. will find and join these groups and encourage the existing members to become fans of the Santa
x Ana Fixed Guideway/SARTC Master Plan Projects.
Task 3: Stakeholder Working Group
In January 2010, Consensus Inc. worked with the City of Santa Ana to develop a Stakeholder
Working Group (SWG) for the Fixed Guideway Project. Consensus Inc. recommends that additional
efforts be undertaken to increase the level of participation and diversity of participants in the SWG,
such as mailing the SWG invitation letter and placing follow-up calls to those invitees who previously
did not respond to the first SWG invitation.
Consensus Inc. will coordinate three additional SWG meetings scheduled to correlate with key project
milestones, and will work with the City to create and edit materials that will be presented to the SWG,
including PowerPoint presentations. Consensus Inc. recommends the following meeting schedule for
the remainder of 2010 and 2011:
¦ Post-scoping to communicate the alternatives that will be further studied in the Draft EIR/EIS
¦ At the release of the Draft environmental document to communicate the EIR/EIS key findings
¦ At the release of the Final EIR/EIS to resolve any key issues of concern or communicate
refinements made to the document based on public comments that are submitted
Consensus Inc. will also develop and distribute agendas, prepare presentation materials, facilitate the
SWGs (as requested), document session proceedings, and provide that documentation to the City so
it can be posted on the project Website and sent to participants and others who request it.
Task 4: Attend Technical Team Meetings
Y - Consensus Inc. will participate in all internal team meetings and Project Development Team
meetings, as well as select meetings related to our outreach efforts, as identified below.
¦ Bi-weekly fixed-guideway status meetings (up to 38 meetings)
¦ Monthly fixed-guideway Project Development Team meetings (up to 18 meetings)
¦ Peer Review Team meetings (up to 3 meetings)
¦ SARTC Master Plan coordination meetings (up to 4 meetings)
¦ Station District coordination meetings (up to 4 meetings)
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Task 5: Coordinate With/Support Public Outreach Programs
Consensus Inc. recognizes and appreciates the importance of cohesive messaging among all
projects within the City's transit vision. In addition to attending coordination meetings identified in
Task 4, Consensus Inc. recommends having an outreach staff member participate in up to six key
public meetings for related transportation projects. We will provide a demonstration board and fact
sheets on the fixed guideway and SARTC Master Plan projects and be available to discuss the
4 project with members of the public and answer their questions. These other projects include:
¦ Station District
¦ Santa Ana Transit Zoning Code
¦ Santa Ana Boulevard Grade Separation
¦ Other related projects, as directed
Task 6: Provide Timely Written Updates
Consensus Inc. will prepare timely written updates to Santa Ana's Transit Program Manager, the
• ~ technical team and others as requested. The following types of updates will be prepared by
-~i Consensus Inc.:
¦ Monthly progress reports
¦ Stakeholder Working Group meeting notes
® ¦ Presentation notes
¦ Public meeting summaries
¦ Activity center summary
¦ Regular a-mail correspondence
~ Task 7: Assist with CEQAINEPA Public Meetings
~ Alternative Analysis Meeting for Santa Ana Fixed Guideway Project
Consensus Inc. recommends that a public meeting be held to inform the public on the selected
alternatives that will be analyzed as part of the Draft Environmental Impact Report/Environmental
Impact Statement (EIR/EIS) for the Santa Ana Fixed Guideway Project. The meeting will also be an
opportunity for the public to "vote" on three different names and logos created for the fixed guideway
project, which are currently being developed by a branding firm.
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Public Hearings on the Santa Ana Fixed Guideway Project Draft EIR/EIS
Consensus Inc. recommends that two public hearings be held to receive formal comments from the
public and responsible agencies regarding the Santa Ana Fixed Guideway Project's Draft EIR/EIS
findings, in accordance with CEQA/NEPA.
Consensus Inc. will provide the following services for all CEQA/NEPA meetings:
¦ Notice the community meetings in local newspapers
¦ Coordinate with meeting venues
¦ Mail, E-Blast, Fax, and Text meeting notices to stakeholder contacts
¦ Post meeting information on Facebook and City's website
¦ Tweet meeting information on Twitter
¦ Coordinate with organizations that publish their own newsletters to include information about
the meetings
¦ Develop the meeting format to include either an open house, presentation, and/or public
comment period
¦ Develop a project fact sheet with information explaining the study area, alternatives being
considered, the EIR/EIS process and identified issues such as traffic, station locations, etc.
¦ Prepare comment sheets for formal submission of comments on the Draft EIR/EIS
¦ Develop graphic display boards and video that will convey project information visually
Santa Ana Fixed Guideway Project Final EIRIEIS Cit Council
Y
Presentation/Study Session
A city council presentation or study session will be organized during the Final EIR/EIS phase of the
project (prior to the document being certified) to inform Santa Ana officials of the comments received
during the Draft EIR/EIS process and address any issues that may need resolution.
Task 8: Public Information Materials and Communications
Infrastructure
Web Site
Santa Ana's complex transit and land use vision deserves a comprehensive Web presence to help
bring the projects together in the mind of the public and help them understand the benefits to the
community. Consensus Inc. and Santa Ana had previously discussed developing such a site after
the redevelopment branding initiative was complete to make sure the site was in line with the City's
new brand. Consensus Inc. will submit a separate proposal after the web site concept has been
further developed.
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Fact Sheet
Consensus Inc. has developed a comprehensive fact sheet in English and Spanish for the Santa Ana
Fixed Guideway Project. Up to three additional fact sheets will be updated for the fixed guideway and
SARTC Master Plan projects prior to any key project milestones to include more specific project
information, list of frequently asked questions, and highlight additional opportunities for public
involvement/participation.
Audio PowerPoint Presentation
An audio PowerPoint presentation will be developed in which an audio narration will run concurrent
with each slide. The presentation will then be uploaded to the Web site, Facebook, and Twitter sites
and made available to stakeholders who could not attend meetings where the PowerPoint was
presented. The PowerPoint will be recorded in English and Spanish.
Communications Infrastructure
Stakeholder Database
Consensus Inc. will update and maintain an existing database of key community and business
organizations and leaders. The database already includes elected officials, neighborhood
associations, local organizations and institutions, community centers, schools, and employment
centers. The database will be used to communicate with stakeholders for the life of the project and
will be carefully categorized to allow for tailored communications to specific stakeholder groups. The
database will be updated with the names and contact information of the people who participate in the
project's planning process.
Project Hotline
Consensus Inc. will continue to manage the "800" telephone hotline number that has already been
established for the project. All communications will be logged and voicemail messages will be saved.
Project E-Mail
s
i. Consensus Inc. and the City have created a project a-mail. Consensus Inc. will log and summarize e-
mails on a weekly basis. If there are any a-mails received that require special attention, they will be
.s forwarded to City staff immediately.
-1? Task 9: Media Outreach
In the new paradigm of news and media, discussions about community issues like the Santa Ana
Transit Vision are being taken to venues other than traditional news outlets. Bloggers and community
activists are facilitating, or sometimes igniting, a robust dialogue on a micro level that must be
understood and managed. These discussions can be very helpful and constructive, or they can be
designed to antagonize and therefore be difficult to manage. And, though some of these online news
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gatherers are gaining in credibility, the traditional news outlets, along with issue-specific online news
sites, remain the most important and trusted vehicles for information dissemination. As such,
Consensus Inc. will work with the city Public Information Officer to:
¦ Prepare and execute media strategies for specific milestones that require communications with
news gatherers.
¦ Post blog comments (as appropriate) with timely and important information regarding the Fixed
Guideway and SARTC projects. We will counter mis-information swiftly and re-focus attention on
factual, accurate project information.
~ Develop media materials such as up to two press releases, media advisories, opinion editorials,
and press kits.
¦ Implement proactive story pitching campaigns
¦ Monitor media articles on a daily basis
¦ Host media on a tour of the corridor area
¦ Offer deskside briefings
We will work with English- and Spanish-language media and special care will be given to
communicating with key media reporters/outlets that have already covered the project.
Optional Tasks: Supplemental Outreach Efforts
UStream of Public Hearings
Consensus Inc. recommends additional coordination time and the addition of a technical vendor to
help broadcast the Draft EIR/EIS public hearings "live via the Internet." Participants will be able to
view the meetings from their home/office computer and submit formal comments or questions in real-
time. Live streaming of public hearing offers another choice to broaden participation for those who
are interested in learning more about the project and/or providing feedback as part of the
~ environmental review process but are not willing or able to attend the hearing in person.
Surveys
There may be opportunities to survey the public to learn more about attitudes and awareness to
validate or assist our public outreach efforts. Surveys could be done either online through a tool
such as Survey Monkey and broadcast to our a-mail database, manually at activity centers, or via
telephone using a research firm. Consensus Inc. would recommend a survey method after further
discussions with the City regarding the audience to be surveyed and the expected outcomes.
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"New Brand" Press Kit
Depending on the information being presented, it may be appropriate to develop a simple press kit for
use with the media. Press kits are helpful when you have a lot of information to present in order to
help the media understand a big picture concept or complex technical document and can help
generate excitement for the concept/project when quality graphics are available-such as with a
branding effort.
Door-to-Door Downtown Business Outreach
Prior to public meetings, Consensus Inc. will conduct adoor-to-door canvass in the downtown
business area to promote the public meetings. Tenants will be encouraged to have meeting notices
at their counters for customers to take.
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~ Staffing Plan
~ A detailed staffing plan for each task and subtask is included in this section. In addition, a detailed ~
staff organization chart identifies all staff by name and identifies the specific tasks for which each
individual will be responsible. Following the staff organization chart is a table demonstrating adequacy
of labor resources for the duration of the project. It includes a table projecting the labor-hour j
1 allocation to the project, and includes each team member's current and projected availability for the
duration of the project, as well as a summary of the time allocated to other projects.
1
1 Staff Organization Chart
1 Our staffing plan is illustrated on our organizational chart on the following page. We have also
included a table that shows the current and projected availability of our labor resources.
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Consensuslnc.
I nteract. I nnovate. Influence.
Consensus Inc. Labor Resources
Current and Projected Availability
~ ~ ~ ~
~ Project Responsibilities: Project Responsibilities:
Jen 70% -High Speed Rail - OC 50% -High Speed Rail - OC
Labrado °
Project PJlanager 20 /o Other 15% -Other
90% TOTAL
~ 65% TOTAL
~ Availability 10% 35%
Y
Project Responsibilities: Project Responsibilities:
Taraneh 40% -Iberdrola Wind Power 30% -High Speed Rail - OC
Ahramsadr
Deputy 30% -High Speed Rail - OC 15% -Other
~ Project Pvlanager 70% TOTAL 45% TOTAL
" ~ Availability 30% 55%
Project Responsibilities: Project Responsibilities:
30% -Iberdrola Wind Power 30% Project 1
Michelle 10% -High Speed Rail - OC 10% -High Speed Rail - OC
Sinning 5% - Go Local 5% - Go Local
Media Relations
15% -Other 15% -Other
60% TOTAL 60% TOTAL
} Availability 40% 40%
Project Responsibilities: Project Responsibilities:
10% -High Speed Rail - LA 10% -High Speed Rail - LA
Lilian
De Loza 30% -Metro Gold Line Phase 26 30% -Metro Gold Line Phase 26
QA/QC Bilingual 30% -Expo Phase 2 30% -Expo Phase 2
10% -Other 10% -Other
80% TOTAL 80% TOTAL
Availability 20% 20%
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-44
Consensusinc.
I nteract. I nnovate. I nfl uence.
• ~ • 1 ! • ~ - • - 1
Project Responsibilities: Project Responsibilities:
~ Abraham 40% -Tetra Tech Remediation 20% -Tetra Tech Remediation
~ Mercado 40% -Iberdrola Wind Power 20% -High Speed Rail - LA
Latino Community 20% -Hiah Speed Rail - OC 20% -High Speed Rail - OC
Liaison {Bilingual)
100% TOTAL 60% TOTAL
.Availability 0% 40%
Project Responsibilities: Project Responsibilities:
~ Marianne 15% -Iberdrola Wind Power 15% -Iberdrola Wind Power
Ng 30% -High Speed Rail - OC 30% -High Speed Rail - OC
Account Specialist 15% -City of Santa Ana 5% -Other
60% TOTAL 50% TOTAL
Availability 40% 50%
Project Responsibilities: Project Responsibilities:
.~eSUS 40% -Metro Gold Line 20% -Metro Gold Line Phase 2B
Cuellar 10% -Metro Gold Line Phase 2B 10% -High Speed Rail - LA
Account Specialist
{Bilingual) 20% -Hiah Speed Rail - LA 20% -Expo Phase 2
70% TOTAL 50% TOTAL
Availability 30% - 50%
Project Responsibilities: Project Responsibilities:
Edmund0 40% -High Speed Rail - OC 40% -High Speed Rail - OC
Duvignau
Graphic Designer 25% -Other 25% -Other
65% TOTAL 65% TOTAL
Availability 35% 35
Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-45
EXHIBIT B
COST PROPOSAL
25M-46
' ConsensuslnC.
Interact. innovate. Influence.
Cost Proposal
Consensus Inc.'s cost proposal is provided on the following page. Optional tasks are estimated
separately. As set forth in the Scope of Work, a task budget and line item budget are provided.
i7~
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Santa Ana Transit Vision Public Outreach-City of Santa Ana
25M-47
ConsensuslnC.
Interact. Innovate. Influence.
Santa Ana Transit Visi
on Publi
c Outreach
Cost Proposal By Staff
DIRECT LABOR
CLASSIFICATION HOURS RATE TOTAL
Project Manager 356 $ 51.98 $ 18,504.88
- _
- -
Deputy Project Manager 300.5 $ 22.04 $ 6,623.02
- _
Media Relations Manager 51 $ 38.94 $ 1,985.94
- -
QA/QC/Biligual5trategic Counsel 46 $ 67.21 $ 3,091.66
- - - _ _ _
Latino Liasion __123 $ 22.03 $ 2,709.69
-
Associate
_ _ _ 142 $ 19.23 $ 2,730.66
Specialist 416
$ 16.83 $ 7,000.41
Total Direct Labor $ 42,646.26
INDIRECT COSTS (Overhead and Fringe Benefits)
Overhead + Fringe Benefits 198%
$ 84,439.60
Fee 10%
$ 12,708.59
TOTAL DIRECT LABOR, OVERHEAD, FEE $ 139,794.45
25M-48
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Consensuslr~c.
~ Interact. Innovate. influence.
Santa Ana Transit Vision Public Outreach
~ Cosf Proposal Line Item
TASK NO. TASK TOTAL
1 DEVELOP OUTREACH/COMMUNICATIONS STRATEGY $ 2,883.30
2 PREPARE AND PRESENT STUDY INFORMATION $ 22,606.79
3 STAKEHOLDER WORKING GROUP
$ 14,103.19
~ 4 ATTEND TECHNICAL TEAM MEETINGS $ 35,270.73
5 COORDINATE WITH/SUPPORT PUBLIC OUTREACH PROGRAMS $ 5,438.68
6 .PROVIDE TIMELY WRITTEN UPDATES $ 7,650.81
7 ASSIST WITH CEG,A/NEPA PUBLIC MEETINGS $ 19,980.23
8 PUBLIC INFORMATION MATERIALS/COMMUNICATIONS INFRASTRUCTURE $ 17,617.78
9 MEDIA OUTREACH $ 14,242.94
~ TOTAL COST ~,1`~j'
~ OPTIONAL TASKS
TASK NO. TASK TOTAL
a 1 USTREAMING OF PUBLIC HEARINGS $ 1,302.78
~ 2 SURVEYS $ 4,059J4
ii 3 "NEW BRAND" PRESS. KITS $ 2,542.79
~ 4 DOOR-TO-DOOR BUSINESS OUTREACH
~ $ 3,500.00
a
TOTAL COST
25M-53
i
25M-54