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HomeMy WebLinkAbout25E - AGMT WATER QUALITY REPORTREQUEST FOR COUNCIL ACTION CITY COUNCIL MEETING DATE: APRIL 3, 2018 TITLE: APPROVE AN AGREEMENT WITH STRAIGHTLINE COMMMUNICATIONS LLC FOR WATER QUALITY CONSUMER CONFIDENCE REPORT AND AUXILIARY SUPPORT SERVICES (RFP NO. 17-131) (STRATEGIC PLAN NO. 5,4) CI Y MANAGER RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ❑ As Recommended ❑ As Amended ❑ Ordinance on 181 Reading ❑ Ordinance on 2nd Reading ❑ Implementing Resolution ❑ Set Public Hearing For CONTINUED TO FILE NUMBER Authorize the City Manager and Clerk of the Council to execute an agreement with Straightline Communications LLC for the preparation of the annual Water Quality Consumer Confidence Report and auxiliary support services, for a three-year period beginning April 3, 2018, and expiring April 2, 2021, with a provision for a two-year renewal exercisable by the City Manager and City Attorney, in the amount not to exceed $70,000 annually, including an annual lump sum fee of $15,500 for preparation of the annual report and up to $54,500 for annual auxiliary services for the term of the agreement, subject to nonsubstantive changes approved by the City Manager and City Attorney. The California Domestic Water Quality and Monitoring Regulations (Title 22 of the California Code of Regulations) require community water systems to prepare a Water Quality Consumer Confidence Report (WQCCR) accessible to its customers annually by July 1. The WQCCR summarizes information regarding water sources (i.e., rivers, lakes, reservoirs, aquifers, etc.), any detected contaminants, and compliance and educational information. Since 2013, the City has adopted a paperless interactive WQCCR, which is accessible online at http://www.santaanaccr.org. The micro site allows the City to better inform the public regarding water quality issues and topics, and fulfills State regulations. In addition to the WQCCR, the Water Resources Division is requesting auxiliary services. These services may include developing a drought response campaign, water conservation campaign, drought outreach campaign, outreach, communications, and other services as needed. A Request for Proposals for preparation of the Water Quality Consumer Confidence Report and Auxiliary Support Services was advertised on January 16, 2018, on the City's online bid management and publication system. Two proposals were received and evaluated by a selection committee. Listed below are the responding firms and their respective scores: 25E-1 Agreement with Straightline Communications LLC April 3, 2018 Page 2 Rank Company Name I Location Total Score 1 —Straightline Communications LLC Sherman Oaks 90.4 2 We The Creative Newport Beach 84.12 Following evaluation and ranking of the proposals, staff recommends awarding a contract to Straightline Communications LLC, based on their higher rating. Their proposal contained a clear path toward achieving the City's goals and objectives, as required by the RFP. STRATEGIC PLAN ALIGNMENT Approval of this item supports the City's efforts to meet Goal #5 – Community Health, Livability, Engagement & Sustainability, Objective #4 (support neighborhood vitality and livability). ENVIRONMENTAL IMPACT There is no environmental impact associated with this action. FISCAL IMPACT Funding for the agreement is available in FY 17-18 and will be budgeted in subsequent fiscal years from the Water Quality & Measurement – Professional Services account (No. 06017644-62300), as identified in the estimated spending plan below: FY 17-18 FY 18-19 FY 19-20 FY 20-21 TOTAL 000 $35,000 $210,000 APPROVED AS TO FUNDS AND ACCOUNTS: Edwin "William" G�, P.E. Francisco Gutierrez Acting Executive erector Executive Director Public Works Agency Finance & Management Services Agency EWG/NS/RR/KR Exhibits: 1. Agreement with Straightline Communications LLC 2. Straightline Communications LLC, Proposal 25E-2 AGREEMENT FOR PREPARATION OF WATER QUALITY CONSUMER CONFIDENCE REPORT AND TO PROVIDE RELATED AUXILIARY SERVICES THIS AGREEMENT is made and entered into this 3rd day of April, 2018 by and between .Straightline Communications, LLC ("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 ("City"). RECITALS A. On January 16, 2018, the City issued Request for Proposal No. 17-131, by which it sought a consultant to prepare a comprehensive Water Quality Consumer Confidence Report and to provide related auxiliary support services. B. Consultant submitted a responsive proposal that was selected by the City. Consultant represents that it is able and willing to provide the services described in the scope of work that was included in RFP No. 17-131. 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 contracting 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 the services that were described in the scope of work that was included in RFP No. 17-131 and further described in Exhibit A. Consultant's proposal is incorporated in full by reference as though fully set forth herein. 2. COMPENSATION a. City agrees to pay, and Consultant agrees to accept as total payment for its services under this Agreement, the rates and charges identified in Exhibit B. The total annual sum to be expended under the term of this Agreement, including any extension periods, shall not exceed $70,000. b. Payment by City shall be made within forty-five (45) days following receipt of proper invoice evidencing work performed, subject to City accounting procedures. Payment need not be made for work which fails to meet the standards of performance set forth in the Recitals and Scope of Work, which may reasonably be expected by City. Exhibit 1 Page 1 of 8 25E-3 rM0EEKf li W9 This Agreement shall commence on the date first written above and terminate on April 2, 2021, unless terminated earlier in accordance with Section 17, below. The term of this Agreement may be extended for one 2 -year period upon a writing executed by the City Manager and City Attorney. 4. PREVAILING WAGES Consultant is aware of the requirements of California Labor Code Section 1720, et seq., and 1770, et seq., as well as California Code of Regulations, Title 8, Section 16000, et seq., ("Prevailing Wage Laws"), which require the payment of prevailing wage rates and the performance of other requirements on "public works" and "maintenance" projects. If the services being performed are part of an applicable "public works" or "maintenance" project, as defined by the Prevailing Wage Laws, and the total compensation is $1,000 or more, Consultant agrees to fully comply with such Prevailing Wage Laws. Consultant shall defend, indemnify and hold the City, its elected officials, officers, employees and agents free and harmless from any claim or liability arising out of any failure or alleged failure to comply with the Prevailing Wage Laws. 5. INDEPENDENT CONSULTANT 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. OWNERSHIP OF MATERIALS This Agreement creates a non-exclusive and perpetual license for City to copy, use, modify, reuse, or sublicense any and all copyrights, designs, and other intellectual property embodied in plans, specifications, studies, drawings, estimates, and other documents or works of authorship fixed in any tangible medium of expression, including but not limited to, physical drawings or data magnetically or otherwise recorded on computer diskettes, which are prepared or caused to be prepared by Consultant under this Agreement ("Documents & Data"). Consultant shall require all subconsultants to agree in writing that City is granted a non-exclusive and perpetual license for any Documents & Data the subconsultant prepares under this Agreement. Consultant represents and warrants that Consultant has the legal right to license any and all Documents & Data. Consultant makes no such representation and warranty in regard to Documents & Data which were provided to Consultant by the City. City shall not be limited in any way in its use of the Documents and Data at any time, provided that any such use not within Page 2 of 8 25E-4 the purposes intended by this Agreement shall be at City's sole risk. 7. INSURANCE Prior to undertaking performance of work under this Agreement, Consultant shall maintain and shall require its subconsultants, if any, to obtain and maintain insurance as described below: a. Commercial General Liability Insurance. Consultant shall maintain commercial general liability insurance naming the City, its officers, employees, agents, volunteers and representatives as additional insured(s) and 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, with $2,000,000 in the aggregate. 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 per occurrence. Such insurance shall include coverage for owned, hired and non -owned automobiles. C. Worker's Compensation Insurance. In accordance with the California 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. If Consultant is or employs a licensed professional such as an architect or engineer: Professional liability (errors and omissions) insurance, with a combined single limit of not less than $1,000,000 per claim with $2,000,000 in the aggregate. e. 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 by the City. Page 3 of 8 25E-5 (iii) Certificates and policies shall state that the policies shall not be cancelled or reduced in coverage or changed in any other material aspect, by consultant, without thirty (30) days prior written notice to the City. (iv) Consultant shall supply City with a fully executed additional insured endorsement. f. If Consultant fails or refuses to produce or maintain the insurance required by this section or fails or refuses to famish 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 affect 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. 8. INDEMNIFICATION Consultant agrees to defend, 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 death, and claims for property damage, which may arise from the negligent operations of the Consultant or its subconsultants, 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 terms of or effects arising from this Agreement. This indemnity and hold harmless agreement applies to all claims for damages, just compensation, restitution, judicial or equitable relief suffered, or alleged to have been suffered, by reason of the events referred to in this Section or by reason of the terms of, or effects, 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 challenging the validity of this Agreement, or 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. Notwithstanding the foregoing, to the extent Consultant 's services are subject to Civil Code Section 2782.8, the above indemnity shall be limited, to the extent required by Civil Code Section 2782.8, to claims that arise of, pertain to, or relate to the negligence, recklessness, or willful misconduct of the Consultant. 9. INTELLECTUAL PROPERTY INDEMNIFICATION Consultant shall defend, indemnify and hold harmless the City, its officers, agents, representatives, and employees against any and all liability, including costs, and attorney's fees, for infringement of any United States' letters patent, trademark, or copyright contained in the work product or documents provided by Consultant to the City pursuant to this Agreement. Page 4 of 8 25E-6 10. RECORDS Consultant shall keep records and invoices in connection with the work to be performed under this Agreement. Consultant shall maintain complete and accurate records with respect to the costs incurred under this Agreement and any services, expenditures, and disbursements charged to the City for a minimum period of three (3) years, or for any longer period required by law, from the date of final payment to Consultant under this Agreement. All such records and invoices shall be clearly identifiable. Consultant shall allow a representative of the City to examine, audit, and make transcripts or copies of such records and any other documents created pursuant to this Agreement during regular business hours. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related to this Agreement for a period of three (3) years from the date of final payment to Consultant under this Agreement. 11. 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. 12. CONFLICT OF INTEREST CLAUSE Consultant covenants that it presently has no interest and shall not have interests, direct or indirect, which would conflict in any manner with performance of services specified under this Agreement. 13. 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 fax 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 Page 5 of 8 25E-7 20 Civic Center Plaza (M-30) P.O. Box 1988 Santa Ana, CA 92702-1988 Fax 714-647-6956 Executive Director Public Works Agency City of Santa Ana 20 Civic Center Plaza (M-21) P.O. Box 1988 Santa Ana, CA 92702 Fax 714-647-5635 To Consultant: Straightline Communications, LLC 14930 Greenleaf Street Sherman Oaks, CA 91403 Attn: Linda O' Hanlon, President 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 fax, 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. 14. EXCLUSIVITY AND AMENDMENT This Agreement represents the complete and exclusive statement between the City and Consultant regarding the subject matter herein, 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 or 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. 15. 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 the City's prior written consent shall be considered null and void. Nothing in this Agreement Page 6 of 8 25E-8 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, 16. WAIVER No waiver of breach, failure of any condition, or any right or remedy contained in or granted by the provisions of this Agreement shall be effective unless it is in writing and signed by the party waiving the breach, failure, right or remedy. No waiver of any breach, failure or right, or remedy shall be deemed a waiver of any other breach, failure, right or remedy, whether or not similar, nor shall any waiver constitute a continuing waiver unless the writing so specifies. 17. 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. b. Payment need not be made for work which fails to meet the standard of performance specified in the Recitals of this Agreement. 13. NON-DISCRIMINATION Consultant shall not discriminate because of race, color, creed, relation, 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 or in connection with any activities under this Agreement. Consultant affirms that it is an equal opportunity employer and shall comply with all applicable federal, state and local laws and regulations. 19. JURISDICTION -VENUE 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. Page 7 of 8 25E-9 20. 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 its inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability shall be cause for termination of this Agreement. 21. MISCELLANEOUS PROVISIONS a. Each undersigned represents and warrants that its signature herein below 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. b. 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. ATTEST: MARIA D. HUIZAR Clerk of the Council APPROVED AS TO FORM SONIA R. CARVALHO City Attorney By: Jo i M. Funk Assistant City Attorney RECOMMENDED FOR APPROVAL Edwin "William" Galvez, P.E. Acting Executive Director, Public Works Agency CITY OF SANTA ANA PAUL GODINEZ II City Manager CONSULTANT Name: Title: Page 8 of 8 25E-10 SIL PRO POSAL City of Santa Ana I Water Resources Division RFP #17-131 EXHIBIT A SCOPE OF SERVICES APPROACH SL will use a systematic and disciplined approach to completing the CCR to ensure the City of Santa Ana meets all regulatory requirements well in advance of the State of California's July 1 deadline. Our approach is thorough: each client meeting and conference call is followed-up with a recap listing important points discussed, next steps, deadlines and individuals responsible for each milestone. We will remain in continual contact with City staff to keep them apprised of our progress. Reminders are sent to City staff when deliverables are needed. Within this structure, we strive to be nimble and responsive, always adapting to special circumstances that may arise and meeting client's requests in a timely manner. 2017 WQCCR Overview: The City of Santa Ana, Water Resources Division, as with all private and municipal water districts, is required by federal and state agencies to produce and distribute an annual 'Water Quality Consumer Confidence Report" (WQCCR) by July 1 each year to inform residents about the source and quality of their drinking water. This mandate was established by Congress in 1996 and expanded the terms of content and format for annual water quality reports that California water systems began distributing in 1990. The WQCCR includes information on water sources, drinking water regulations, monitoring requirements, levels of any detected contaminants, and additional educational information. The WQCCR is designed to help consumers make informed choices that affect their health, educate consumers about the challenges of delivering safe drinking water, and highlight the importance of conserving and protecting this valuable resource. For the past 11 years, Straightline Communications has worked with the City to produce this annual report and has helped the City fulfill this mandate. For the first time in 2012, the City was able to "go green" and meet its requirements with a paperless alternative. Straightline Communications designed, produced and launched www.SantaAnaCCR.orq, making available the 2012 CCR online as well as electronically. Straightline Communications also assisted the City in meeting its notification requirements and "good faith" efforts to ensure water customers and all other consumers of Santa Ana water are informed about the WQCCR, its expected date of release, and how they can obtain a copy of the report. These special communications have included announcements on water bills, bill stuffers, flyers, bus shelter ads, social media posts and press releases. 25E-11 S L PRO P OSA L City of Santa Ana I Water Resources Division RFP #17-131 Implementation Plan: SL will conduct, obtain, and analyze data from various sources to ensure and provide current information regarding water regulations and any variances for California pubic water suppliers. This incudes obtaining and carefully reviewing the CCR Guidance Manual (a document released each year by the California Department of Public Health Division of Drinking Water and Environmental Management) to assess changes in report content, format, and distribution, ensuring the CCR is in conformance with the State regulations and law. SL will also monitor the Department's website for changes in required content such as terms of newly adopted Maximum Contaminant Levels, Public Health Goals, and other revised regulatory requirements. SL is familiar with water quality monitoring regulations for public water systems and has a good understanding of water quality reporting and notification procedures required by federal and state regulatory agencies. 2. SL will coordinate all meetings with City staff throughout the term of its agreement. At the onset of SL's engagement, we will call an initial meeting with the Water Resources Manager, Principal Civil Engineer, and other City staff to discuss the PWA Water Resources Division's objectives, projects, programs and initiatives for the year. During the meeting, we will discuss and recommend specific content and design themes for the 2017 CCR, as well as refine our production timeline. Content will include, but not be limited to: • Opening message from the PWA Executive Director • Mandatory Requirements: Information about the City's water system and sources of water (e.g. ground water, surface water etc.); contacts and a list of opportunities for public participation in decisions that affect drinking water quality; statement in other languages about the importance of the report and contact information; definitions of key terms regarding contaminant data; a key of terms and abbreviations; the centerpiece of the CCR: a table reporting levels of regulated and unregulated detected contaminants; and—if applicable—a Tier 3 public notice for a monitoring violation or other type of violation or situation. The CCR also includes mandatory statements about: drinking water contaminants; contaminants that may reasonably be expected to be found in drinking water; the risk of infection for some people who may be more vulnerable to contaminants; and special requirements for nitrate, arsenic, and lead. • Articles about water and energy conservation tips, other green initiatives, ways to prevent source water pollution, important public works projects in development, rebate programs, landscaping tips, water education programs sponsored by the City, and more. • Checklists and other helpful tools to detect water leaks, read water meters, ways to save money on water bills, and a list of important City telephone numbers, which has been a popular feature. 25E-12 SL P ROP OSA L City of Santa Ana I Water Resources Division RFP #17-131 • Supporting graphics and photos such as images of PWA personnel at work, Santa Ana landmarks, native plants, a California map with its water systems, logos, icons, charts and infographics. All graphics and images will comply with all copyright rules and regulations. 3. SL will prepare and present an outline of the content along with a design concept. The design concept will be distinctive with its own theme, yet maintain the overall CCR branding established three years ago. This design will be carried throughout the interactive and web based WQCCR, as well as all special communications relating to the 2017 CCR. 4. Special communications are designed to inform customers about the 2017 CCR and its expected date of release. SL will (1) develop and coordinate water customer bill messages (electronic and print); (2) write announcements to be published in Santa Ana Green, Nixel, and local newspapers; (3) design bus shelter ads, flyers, and full color bill stutters; and (4) develop a series of social media posts with graphics to promote the CCR. 5. Upon the City's approval of the CCR content outline and design concept, we will begin working on the editorial content, which will involve client conference calls, research, interviews, copywriting, and editing. Once the editorial content is reviewed and approved by the City, we will submit the content for translation into Spanish. 6. SL will design an 8.5 x 11 PDF report that can be downloaded from santaanaCCR.org and printed by Santa Ana residents. The design will include creating new graphics and charts; purchasing stock photography; stylizing, formatting, and proofing the data tables supplied by the Water Resources Division; and coordinating additional images from other City departments and water agencies (when applicable). We will layout two versions: English and Spanish, and will execute two rounds of client revisions before generating a final draft. The final draft will be submitted to our proofreader for any typos or minor design inconsistencies, which will be corrected or adjusted at that time before submitting to the client for final approval. 7. As the PDF report is being finalized, SL will focus on updating santaanaccr.org with the new CCR content. We will archive the previous year's content and create new pages for the 2017 CCR. Updating the site includes CMS extension testing and revisions, creation of additional graphics if needed, content proofing, generation of a new table of contents and changes to the site's navigation. Aside from completing the online 2017 CCR, we will manage and update the site throughout the year while provide recommendations to the Water Manager regarding best practices in web design, technology platforms, and navigation as well as ways to best leverage the site for important announcements. 25E-13 S L P R O P O S A L City of Santa Ana I Water Resources Division RFP #17-131 ANCILLARY SERVICES & PROJECTS SL will design and produce outreach material as well as support all other communications needs of the Water Resources Division throughout the year. In addition to the 2017 WQCCR outlined above, SL will: • Develop an annual strategic plan that will meet the Water Resources Division's objectives, initiatives and budget. The plan, which will essentially serve as a blueprint for the Water Resources Division's outreach activities and outline actionable steps, will be developed after our initial meeting with the Water Resources Manager, Principal Civil Engineer, and other City staff. • Implement strategies outlined in the plan to promote the City's various initiatives and campaigns, including: Every Drop Countsl, Fill It From The Tapl, Santa Ana's Award Winning Water, Annual Mayors Challenge, Annual WQCCR, Annual Youth Water Poster Contest, as well as the FOG and SoCal Water$mart Rebate programs. This may include establishing community partnerships and creating and coordinating a special event. Recommend and develop artwork for items that promote these campaigns and initiatives. These promotional items, which the Division hands out at community events, would include branded tee-shirts, stress release balls, erasers, rulers, tote bags, sports bottles, water pitchers, shower timers, cell phone holders, pencils/pends, crayon boxes, California Native seeded paper coasters, food scrapers, and yard signs. • Write, edit, design, and generate camera-ready art for printed pieces that promote the City's initiatives and campaigns including direct mail brochures, flyers, newsletters, postcards, informational and activity packets. banners, posters, bus shelter ads and signage. • Write and edit press releases for distribution to the media and articles for Santa Ana Green and Nixel about important wafer -related announcements, water quality programs, and water construction projects. • Develop submissions for awards by the APWA, OCEC and CMUA to garner further recognition for the PWA's Water Resources Division. • Develop water -related messaging, talking points, and multi -media presentations for City Councilmembers, the PWA Executive Director, and Water Resources Division Manager as needed. 25E-14 S L P ROPOSA L City of Santa Ana I Water Resources Division RFP #17-131 • Producing these types of special projects will involve additional client meetings and/or conference calls, research, interviews, copywriting, editing, design, creating new graphics, purchasing stock photography, proofreading, vendor relations, obtaining estimates, and coordinating with City approved vendors. Not included in the scope of the budget is actual printing, product purchases, wire services for press releases or other significant reimbursable costs such as photography, Implementation Plan: 1. As stated above, SL will assess, identify and prioritize the focus of the Division's outreach in 2018 (and each year following) in collaboration with the Water Resources Manager, Principal Civil Engineer, and other City staff. This will be accomplished during our initial meetings, after which we will develop a strategic plan outlining the projects to be carried out. 2. With each project, SL will make recommendations for messaging and branding, outline action items, assign tasks, and develop a specific production timeline. 3. As in all good strategic planning, we will build in flexibility to support arising needs throughout the year and ensure the City's initiatives are effective. 25E-15 S L P R O P O S A L City of Santa Ana I Water Resources Division RFP #17-131 SUMMARY OF DELIVERABLES • Creation of the interactive and web based WQCCR o twelve (12) water related articles o All required standard and special messages and notices o All graphics, charts, pictures and other visuals to support the WQCCR design o Design and layout of the 8.5 x 11 PDF report in English and Spanish. o Archiving previous WQCCR, web design and programming for new WQCCR, and ongoing updates to santaanaccr.org • Ancillary Services and Printed Products o Development of one (1) annual strategic plan which will include strategies and tactics for the Water Resources Division's campaigns, initiatives and special events o A total of twenty-four (24) double sided brochures (or other print formats such as postcards, letters, bill stuffers, flyers) for public distribution on water -related topics and campaigns o Development of all required standard and special messages and public notices regarding water quality standards o Branding for one (1) new water related campaign per year o A total of twelve (12) water -related articles to be published in local newspapers, pamphlets and City newsletters per year o A total of four (4) bus shelter ads/posters per year to announce the annual WQCCR and other initiatives/campaigns o One (1) Youth Activity Packet and Teacher Packet (associated with the Youth Water Poster Contest) each year o All visuals to support the production of printed collateral and promotional items as outlined in previous section "Ancillary Services & Projects" o All research, writing, editing, Spanish/Vietnamese translation (as needed) and creative development for written materials, and presentations as outlined in previous section "Ancillary Services & Projects" o Meetings, conference calls, emails and other program management to effectively execute activities and products as outlined in previous section "Ancillary Services & Projects' 25E-16 S L PRO P OSA L City of Santa Ana I Nater Resources Division RFP #17-131 SCHEDULE I TIMELINE SL has provided a preliminary timeline (schedule) for the production of the WQCCR. This timeline is accelerated due to the late start in developing the WQCCR and mandatory deadline. A schedule for all else contained in this proposal will be created after specific deliverables and deadlines are established. DATE WQCCR MILESTONE 21 -Mar Project Start 22 -Mar Kick-off Meeting 29 -Mar Complete special CCR communications 29 -Mar Complete CCR content outline + design concepts 2 -Apr Begin work on CCR content development 2 -Apr Tables with data from City due 5 -Apr Complete 2018 Communications Plan 5 -Apr Bus shelter ad artwork to vendor 5 -Apr Meeting + presentation of work in progress 12 -Apr CCR articles, tips, etc. approvals due 19 -Apr Meeting + presentation of PDF report design 23 -Apr PDF report revisions 26 -Apr PDF CCR finalized and approvals 4 -May Meeting + presentation of site design proposal 18 -May Finalize site design 25 -May Site testing, approvals 1 -Jun 2017 CCR goes live 1 -Jul July 1 mandatory deadline 25E-17 EXHIBIT B APPENDIX ATTACHMENT 4: ADDITIONAL PROVISIONS CERTIFICATION AND PROPOSAL FEE SCHEDULE Certification - I certify that I have read, understand and agree to the terms and condition of this Request for Proposals. l have examined lite Scope of Services (Appendix A) and tun familiar with the scope of work. l aim familiar with all the existing Conditions and limitations that may impact work requests. I understand and agree that I ani responsible for reporting any oras, omissions or discrepancies to [fie City fill- clarification prior to the submission of my proposal. Proposal Item Price —Lump Sunt Fee (Per Year) must be inclusive of all costs Including but not limited to, direct and indirect costs for labor, overheitrl incidental supplies travel mileage and fuel to Produce the annual Nater Quality Consumer Confidence Report Please provide sepmate rate schedule to produce Auyildary Services: Sunport Services • nd Printed Products. Rate increases duc to material costs increases shall be subject to mutually agirecable terms between the Yater Resources Division and the Consultant Labor increases are not allowed fa• the duration of the contract. Nater Quality Consumer Confidence Repot and Auiiliaty Suppoi-t Services FEE SCHEDULE TO: CITY COUNCIL OF THE CITY OF SANTA ANA FRONT: Straightline Communications REQUIREMENT: The undersigned declares that he/she has carefully examined the request for proposal, that he/she has examined the Proposed Scope of Services, an([ hereby proposes to rurnish all material and do all the work required to complete the said work in accordance with said Proposed Scope of Services, for the unit price(s) set forth in the following schedule: Item DCSCRIPTION Unit Quantity Unit Price TOTAL PRI Cr 1. Haler Qualify Consumer Confidence Report I Lump Sum $15,500 (Per Year) S 3-- txiliar'y-geppert Services � Sgy�nn Straightline Communications LLC 818.386.1916 Legal Nanlc of Company Phonc and Fax Numbers City of Santa Ana RFP 17-131 25E-18 EXHI BIT B i 14930 Greenleaf Street, Sherman Oalcs, CA 91403 Business Address Linda O'Hanlon President Name ofIauthorized a ,ent Title (Printed) 2/12/2018 ohanlon©straightlinecomm.wm g; ti of authorized agent Date E-mail Address 51-0508600 Federal 1D number (if applicable) Contractor license number (if applicable) THIS FORM MUST BE COMPLETED AND INCLUDED WITH THE PROPOSAL.. PROPOSALS THAT DO NOT CONTAIN THIS FORM WILL BE CONSIDERED NONRESPONSIVE. City of Santa Ana RFP 17-131 25E-19 EXHIBIT B S L P R O POSAL City of Santa Ana I Waler Resonrces Division RFF' ii'17-'i3 EXHIBIT B FEE AND HOURLY RATE SCHEDULES Fee Schedule Following is a breakdown of labor and direct costs per task. These costs make up the total annual cost of $45,000 for deliverables outlined in the proposal. See the attached "Certification of Understanding & Proposal Fee Schedule" under Exhibit D. Project/Task Not -to -Exceed Total Amount WQCCR: Creation of the interactive and web -based WQCCR. Ongoing $12,500 management and maintenance of santaansocr.org. (includes all visuals to support the production of printed collateral and promotional Items) Printed Products Design and production of print -ready art for a total of twenty-four (24) double $10,000 sided brochures (or other print formats such as bill stuffers, postcards, letters, flyers) for public distribution on water -related topics and campaigns Design and production of print -ready art for a total of four (4) bus shelter $3,000 ads/posters per year to announce the annual WQCCR and other initiatives/campaigns Development of one (1) Youth Activity Packet and Teacher Packet $1,250 (associated with the Youth Water Poster Contest) Ancillary Services Branding for one (1) new water related campaign $1,250 A total of twelve (12) water -related articles to be published in local $6,000 newspapers, pamphlets and City newsletters per year Other written/electronic materials including press releases, awards $7,500 submissions, talking points, and multi -media presentations as outlined in previous sectlon "Ancillary Services & Projects" Strategic planning, meetings, conference calls, emails and other project $3,500 management to effectively executive all activities outlined in proposal. 25E-20 EXHIBIT B SL PROPOSAL Cit} of Santa Fain I Wwor Resourc:is Divi sic Hourly Rate Schedule Hourly rates for all staff and agent classifications that may be assigned to work on this project are outlined below, Principals and associates providing professional services related to research, creative development, writing, editing, editorial placement, strategic planning, general client counsel and meetings etc................................................................................. $175 Graphic and web designer.......................................................... ..................... I....................... $110 Proofreader... ....... ............................................................................. ...................................... $75 Translator .................................. 25E-21 $50 V 25E-22 PROPOSAL Straightline Communications is pleased to respond to the City of Santa Ana's request for proposals (RFP No.: 17-131) to prepare and deliver a comprehensive Water Quality Consumer Confidence Report (CCR) as well as provide a range of ancillary services to support the Water Resource Division's outreach initiatives. Exhibit 2 25E-23 STRAIGHTLINI c o m m u n i c a t i o n s S L P R O POSA L City of Santa Ana I Water Resources Division RFP #17-131 LETTER OF INTRODUCTION One of the most important functions of the City of Santa Ana Public Works Agency is to maintain a healthy, reliable and safe drinking water supply for residents. An essential part of its role is to keep residents apprised of ongoing PWA projects, critical announcements on an as - needed basis, other important initiatives such as ongoing water conservation and pollution reduction, as well as educational and rebate programs available to the public. The Water Resources Division is an award-winning agency that has earned recognition over the past 7 years for producing among the nation's best and highest quality tap water. The division also has been recognized in recent years for its reliability, efficiency and green approach to public works projects by such prestigious organizations as the Institute for Sustainable Infrastructure (ISI), Southern California Chapter of the American Public Works Association, (APWA), Orange County Engineering Council (OCEC), and California Municipal Utilities Association (CMUA). Just last year, CMUA honored the City of Santa Ana with the 2017 Resource Efficiency & Community Service Award. The award recognized the City's successful community program "Every Drop Counts: Let's Not Waste It" as the Best Water Program in the small utility category. Understanding of Need Straightline Communications (SL) looks forward to the opportunity of building upon the PWA's legacy within the scope of this proposal, which the City of Santa Ana Public Works Agency has identified as follows: Interactive, web based and printable [PDF] Water Quality Consumer Confidence Report (WQCCR) in English and Spanish. • Ongoing updates to the City's web -based WQCCR. Marketing collateral such as bus shelter ads, banners, posters, flyers, brochures, postcards, bill inserts and letters. Special pieces to promote campaigns such as Youth Activity Workbooks and Teacher's Packets for the Water Youth Poster contest. Many of these collateral will be in English, Spanish and Vietnamese. • Media relations including press release writing, story pitching, media outreach and target media list maintenance as needed. • Marketing and community outreach campaigns, including o Annual Water Youth Poster Contest o Every Drop Counts Page 2 of 24 25E-24 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 o Fill It From The Tap! o Mayor's Challenge o Santa Ana's Award Winning Water o FOG and SoCal Water$mart Rebate programs • General copywriting and editing including but not limited to: o Water and wastewater system articles for the City's various communication channels including Santa Ana Green, Nixel, website [santa-ana.org] o Posts for the City's social media channels o Rate notices o Awards submissions o Speaking points, scripts and content for PowerPoint and other multi -media presentations. • Other ancillary services to support the Water Resources Division such as researching and recommending promotional items and vendors, attending meetings, program management and logistics, and strategic partnership development as needed. We present our firm profile and experience, relevant project experience, an organizational chart and team bios, as well as references, beginning on the following page. Our "Scope of Services" under "Exhibit A" further outlines our understanding of the Water Resources Division's needs, our approach, a detailed explanation of activities, an implementation plan and a timeline to complete the deliverables. A corresponding budget or "Fee Proposal" is included under separate cover as required in the City of Santa Ana's RFP. We have reviewed and concur with all provisions as contained in the sample "Standard Agreement" provided by the City of Santa Ana. We look forward to answering any questions you may have regarding this proposal and thank you again for the opportunity to respond to your RFP. Linda O'Hanlon Date President Straightline Communications LLC 25E-25 Page 3 of 24 S L P R O P OSA L City of Santa Ana I Water Resources Division RFP #17-131 QUALIFICATIONS & EXPERIENCE Straightline Communications LLC is a strategic public relations and marketing firm based in Los Angeles, California. Since 1991, our overriding focus is to develop meaningful solutions for companies and organizations to more effectively influence their target markets and achieve their goals. We've supported large companies across a broad range of industries, and we've helped start-up ventures get on their feet. We've also aided non-profit organizations to develop core messages to create mindshare about social issues. Large and small, we value each of our clients and are proud of the long-term client relationships we've maintained over the years. As a value driven agency, we operate on a cost-efficient basis but have the wherewithal to service all our clients' needs—drawing on a diverse range of in-house and third party resources. Our structure allows us to bring together the right teams and resources at the right time. We move fluidly with our clients, adjusting according to their needs. Our biggest asset is our associates who are experienced professionals that come from large corporate or PR agency settings. What does all this mean to clients? We deliver large agency strategic thinking and services without high overhead costs and layers of account management. Our current clients include Lockton Insurance Brokers, LLC, the law firm of Roxborough, Pomerance, Nye & Adreani, Motion Picture & Television Fund, and Jiaflix Entertainment. Due to our structure and current workload, Straightline is fully capable of fulfilling all services and deliverables outlined in this proposal. RELEVANT EXPERIENCE Over the years, Straightline Communications has developed marketing collateral for various municipal water agencies including West Basin Municipal Water District, Central Basin Municipal Water District, Mesa Water District, and City of Santa Ana, Water Resources Division. These projects include quarterly newsletters for water customers; development of an RFP for Brand Identity Guidelines, based on our expertise in campaign and corporate branding; a wide range of activities for the City of Santa Ana's Water Resources Division including: the development and management of community outreach campaigns, strategic partnerships, event planning, production of annual WQCCRs, development and management of a CCR microsite (santaanaccr.org) as well as the PWA's water/sewer section of santa-ana.org, development of a full line of marketing collateral, and the creation of outdoor signage and banners. Page 4 of 24 25E-26 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 Our campaigns Every Drop Counts! and Fill it From The Tap! have earned awards and recognition by the CMUA. We have also developed presentations, speeches, and talking points for the (1) Mayor's Challenge, (2) Tree People's "Walking Water" event—attended by heads of the State Water Board, LADWP, Metropolitan Water District, LA Mayor's Office, Food and Water Watch, Owens Valley Committee, and LA Sanitation/One Water—the (3) Southern California Spain Investment Summit, (4) William C. Velazquez Institute Latin@ Academy on Water Policy, and (5) At the Tap: Tools to Identify & Address Community Drinking Water Concerns in Los Angeles County. We have also developed full multi -media presentations for the City of Santa Ana's AMI and IP3 projects. We believe our experience is extensive and can fully meet the scope of services outlined in this proposal. STRAIGHTLINE TEAM We enjoy working closely with clients as their in-house public relations and marketing team, participating in monthly meetings to stay apprised of any new issues and new developments as well as to report on our ongoing PR, marketing and community outreach activities. We will continually evaluate and refine goals. We will recommend alternative courses of action and add creative perspective when needed. 25E-27 Page 5 of 24 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 ORGANIZATIONAL CHART Linda O'Hanlon [project manager] 50% Project Allocation John Novaria [associate writer] David Barker [designer] I 15% Project Allocation I I 20% Project Allocation I Frank Herrera Martha Zavala Julie Damore [web developer] [translator] [proofreader] 10% Project Allocation 3% Project Allocation 2% Project Allocation Page 6 of 24 25E-28 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 TEAM BIO Linda O'Hanlon Linda O'Hanlon is a communications specialist with more than 28 years of diversified experience in public relations and marketing. As president of Straightline Communications LLC, she directs all facets of public relations/marcom activities for clients and counsels senior management on strategic issues and planning. Her expertise includes structuring and implementing consumer, business -to -business and internal communications programs involving strategy counseling, media and community relations as well as the development of marketing collaterals and corporate advertising. Over the course of her career in communications, she has helped deliver results for well known companies such as Time Life, Holiday Inn, Coldwell Banker, Forest City Properties, Melvin Simon & Associates (now Simon Properties), and Superior Industries International, Inc. She has structured, implemented and managed community outreach campaigns for public water agencies and integrated corporate communications programs for companies in industries ranging from real estate, hospitality, legal, and financial services to manufacturing, healthcare and insurance. • Positioned client executives as ACA thought leaders in the entertainment industry, securing interviews and stories in national business publications including Wall Street Journal, Bloomberg/Businessweek, Inc., USA Today, Kaiser Health News, US News & World Report, MarketWatch and CFO magazine. • Spearheaded a national media campaign for Coldwell Banker, achieving coverage in all major markets including local network news, national syndicated television and radio programs, daily newspapers, and national publications such as the Wall Street Journal and USA Today. • Established a bilateral consumer and business -to -business communications program for a real estate organization; achieving in the first year +100 articles in trade publications and newspapers statewide. • On behalf of a regional bank, implemented a cohesive sales and account retention program involving corporate positioning and message development, industry -targeted letters, customer satisfaction surveys, direct mail, and advertising. In addition to organizing client events and industry panel discussions on behalf of select clients, she has also managed publicity for fundraising events including UCLA Surgery Department, UCLA Center on Aging (now known as the UCLA Longevity Center), and Phoenix House. 25E-29 Page 7 of 24 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 TEAM BIO John Novaria John Novaria is an Emmy award winning journalist and communications consultant. His 30 -year career spans television news, PR consultancy and corporate communications. John has served as global media relations leader at GE Insurance Solutions and communications director for the Americas region at Swiss Re. He partnered with celebrities Rob Lowe, Lucy Liu and Patricia Arquette to promote Lee National Denim Day® and propel it to the nation's largest single -day fundraiser for breast cancer awareness. At Raytheon, he helped improve performance by designing and implementing a communication platform for the divisional CEO and 1,600+ managers, providing them with tools to explain the strategy to their teams. As principal of Novaria Communication, he has represented clients including the Better Business Bureau, D&B Credibility Corp., HNTB, Lockton, Surplus Line Association of California and Swiss Re. • Led global media relations for GE's reinsurance/commercial insurance division • Led marketing communications for Swiss Re's Group Life division (US and Canada) • Created content and consulted for D&B Credibility Corp. • Media relations consultant to Better Business Bureau Serving Los Angeles • Authored white papers on cyber risk and shareholder litigation for Lockton John has a bachelor's degree in English from Princeton and a master's degree in Journalism from the University of Missouri. Page 8 of 24 25E-30 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 David Barker David is a creative director and multimedia designer who brings our clients' projects to life. With more than 25 years of experience working in Central London, Sydney and now the US, he oversees all aspects of Straightline's project design process, from the conceptual stages to final product delivery. However, David's true strength is how he thinks: he gets the big picture. He is a creative, visual thinker who takes an idea through multiple stages, shaping the idea into a reality. David is expert at corporate identity, rebranding, packaging, environmental graphics and other design mediums such as electronic billboards, vehicle wraps, and exhibit booths. He has developed branding for campaigns and a wide range of collateral materials including brochures, stationery packages, flyers, tent cards, banners, newsletters, advertisements and signage for Straightline clients. His ability to transcend all areas of design—from initial identity programs, through physical and environmental application, to print and marketing campaigns—makes David an important asset to our creative team. His experience includes working with small businesses, retailers and corporate clients, including well known brands such as Mikawaya, Gucci, Legal & General, AXA, Sydney Olympics 2000, Disney, Australian Recording Industry, Golden Wonder, Los Angeles Ballet Academy and Meiko. 25E-31 Page 9 of 24 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 TEAM BIO Frank Herrera Frank is our award winning team member who has designed, developed and maintained websites for Straightline clients. He helps brands achieve their social media marketing and management goals using the latest Internet research tools. With more than 10 years experience working on I 00 of projects for clients worldwide, he focuses on developing practical solutions, using a wide array of mature and proven CMS components and plugins, to solve common small business website requirements. He specializes in Wordpress and Joomla! programming with an emphasis in marketing, eCommerce, community and membership sites. He designs practical and modern Uls that leverage the capabilities of modern technology. Another area of his expertise is in expanding a CMS' core functionality by integrating RIA technologies, such as Javascript, Flex, ActionScript, jQuery and third party API's. Competencies • Bootstrap • CSS3 • Drupal • HTML5 • Joomla Design • Joomla Security • Landing Page Design & Code • PSD to HTML • Web Design • Web Programming • WordPress Page 10 of 24 25E-32 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 EXHIBITS A -SCOPE OF SERVICES B -FEE PROPOSAL, INCLUDING HOURLY RATES [included under separate cover, in sealed envelop] C -CERTIFICATIONS NON -COLLUSION AFFIDAVIT NON -LOBBYING CERTIFICATION NON-DISCRIMINATION CERTIFICATION D -ADDITIONAL PROVISIONS CERTIFICATION OF UNDERSTANDING & PROPOSAL FEE SCHEDULE E -SAMPLE WQCCR Page 12 of 24 25E-33 SL P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 EXHIBIT A SCOPE OF SERVICES APPROACH SL will use a systematic and disciplined approach to completing the CCR to ensure the City of Santa Ana meets all regulatory requirements well in advance of the State of California's July 1 deadline. Our approach is thorough: each client meeting and conference call is followed-up with a recap listing important points discussed, next steps, deadlines and individuals responsible for each milestone. We will remain in continual contact with City staff to keep them apprised of our progress. Reminders are sent to City staff when deliverables are needed. Within this structure, we strive to be nimble and responsive, always adapting to special circumstances that may arise and meeting client's requests in a timely manner. 2017 WQCCR Overview: The City of Santa Ana, Water Resources Division, as with all private and municipal water districts, is required by federal and state agencies to produce and distribute an annual "Water Quality Consumer Confidence Report" (WQCCR) by July 1 each year to inform residents about the source and quality of their drinking water. This mandate was established by Congress in 1996 and expanded the terms of content and format for annual water quality reports that California water systems began distributing in 1990. The WQCCR includes information on water sources, drinking water regulations, monitoring requirements, levels of any detected contaminants, and additional educational information. The WQCCR is designed to help consumers make informed choices that affect their health, educate consumers about the challenges of delivering safe drinking water, and highlight the importance of conserving and protecting this valuable resource. For the past 11 years, Straightline Communications has worked with the City to produce this annual report and has helped the City fulfill this mandate. For the first time in 2012, the City was able to "go green" and meet its requirements with a paperless alternative. Straightline Communications designed, produced and launched www.SantaAnaCCR.org, making available the 2012 CCR online as well as electronically. Straightline Communications also assisted the City in meeting its notification requirements and "good faith" efforts to ensure water customers and all other consumers of Santa Ana water are informed about the WQCCR, its expected date of release, and how they can obtain a copy of the report. These special communications have included announcements on water bills, bill stuffers, flyers, bus shelter ads, social media posts and press releases. Page 13 of 24 25E-34 S L P R O P OS A L City of Santa Ana I Water Resources Division RFP #17-131 Implementation Plan: 1. SL will conduct, obtain, and analyze data from various sources to ensure and provide current information regarding water regulations and any variances for California pubic water suppliers. This incudes obtaining and carefully reviewing the CCR Guidance Manual (a document released each year by the California Department of Public Health Division of Drinking Water and Environmental Management) to assess changes in report content, format, and distribution, ensuring the CCR is in conformance with the State regulations and law. SL will also monitor the Department's website for changes in required content such as terms of newly adopted Maximum Contaminant Levels, Public Health Goals, and other revised regulatory requirements. SL is familiar with water quality monitoring regulations for public water systems and has a good understanding of water quality reporting and notification procedures required by federal and state regulatory agencies. 2. SL will coordinate all meetings with City staff throughout the term of its agreement. At the onset of SL's engagement, we will call an initial meeting with the Water Resources Manager, Principal Civil Engineer, and other City staff to discuss the PWA Water Resources Division's objectives, projects, programs and initiatives for the year. During the meeting, we will discuss and recommend specific content and design themes for the 2017 CCR, as well as refine our production timeline. Content will include, but not be limited to: • Opening message from the PWA Executive Director Mandatory Requirements: Information about the City's water system and sources of water (e.g. ground water, surface water etc.); contacts and a list of opportunities for public participation in decisions that affect drinking water quality; statement in other languages about the importance of the report and contact information; definitions of key terms regarding contaminant data; a key of terms and abbreviations; the centerpiece of the CCR: a table reporting levels of regulated and unregulated detected contaminants; and—if applicable—a Tier 3 public notice for a monitoring violation or other type of violation or situation. The CCR also includes mandatory statements about: drinking water contaminants; contaminants that may reasonably be expected to be found in drinking water; the risk of infection for some people who may be more vulnerable to contaminants; and special requirements for nitrate, arsenic, and lead. Articles about water and energy conservation tips, other green initiatives, ways to prevent source water pollution, important public works projects in development, rebate programs, landscaping tips, water education programs sponsored by the City, and more. • Checklists and other helpful tools to detect water leaks, read water meters, ways to save money on water bills, and a list of important City telephone numbers, which has been a popular feature. 25E-35 Page 14 of 24 S L PROP OSA L City of Santa Ana I Water Resources Division RFP #17-131 Supporting graphics and photos such as images of PWA personnel at work, Santa Ana landmarks, native plants, a California map with its water systems, logos, icons, charts and infographics. All graphics and images will comply with all copyright rules and regulations. 3. SL will prepare and present an outline of the content along with a design concept. The design concept will be distinctive with its own theme, yet maintain the overall CCR branding established three years ago. This design will be carried throughout the interactive and web based WQCCR, as well as all special communications relating to the 2017 CCR. 4. Special communications are designed to inform customers about the 2017 CCR and its expected date of release. SL will (1) develop and coordinate water customer bill messages (electronic and print); (2) write announcements to be published in Santa Ana Green, Nixel, and local newspapers; (3) design bus shelter ads, flyers, and full color bill stuffers; and (4) develop a series of social media posts with graphics to promote the CCR. 5. Upon the City's approval of the CCR content outline and design concept, we will begin working on the editorial content, which will involve client conference calls, research, interviews, copywriting, and editing. Once the editorial content is reviewed and approved by the City, we will submit the content for translation into Spanish. 6. SL will design an 8.5 x 11 PDF report that can be downloaded from santaanaCCR.org and printed by Santa Ana residents. The design will include creating new graphics and charts; purchasing stock photography; stylizing, formatting, and proofing the data tables supplied by the Water Resources Division; and coordinating additional images from other City departments and water agencies (when applicable). We will layout two versions: English and Spanish, and will execute two rounds of client revisions before generating a final draft. The final draft will be submitted to our proofreader for any typos or minor design inconsistencies, which will be corrected or adjusted at that time before submitting to the client for final approval. 7. As the PDF report is being finalized, SL will focus on updating santaanaccr.org with the new CCR content. We will archive the previous year's content and create new pages for the 2017 CCR. Updating the site includes CMS extension testing and revisions, creation of additional graphics if needed, content proofing, generation of a new table of contents and changes to the site's navigation. Aside from completing the online 2017 CCR, we will manage and update the site throughout the year while provide recommendations to the Water Manager regarding best practices in web design, technology platforms, and navigation as well as ways to best leverage the site for important announcements. Page 15 of 24 25E-36 S L P R O P OS A L City of Santa Ana I Water Resources Division RFP #17-131 ANCILLARY SERVICES & PROJECTS SL will design and produce outreach material as well as support all other communications needs of the Water Resources Division throughout the year. In addition to the 2017 WQCCR outlined above, SL will: • Develop an annual strategic plan that will meet the Water Resources Division's objectives, initiatives and budget. The plan, which will essentially serve as a blueprint for the Water Resources Division's outreach activities and outline actionable steps, will be developed after our initial meeting with the Water Resources Manager, Principal Civil Engineer, and other City staff. • Implement strategies outlined in the plan to promote the City's various initiatives and campaigns, including: Every Drop Counts!, Fill It From The Tap!, Santa Ana's Award Winning Water, Annual Mayor's Challenge, Annual WQCCR, Annual Youth Water Poster Contest, as well as the FOG and SoCal Water$mart Rebate programs. This may include establishing community partnerships and creating and coordinating a special event. Recommend and develop artwork for items that promote these campaigns and initiatives. These promotional items, which the Division hands out at community events, would include branded tee-shirts, stress release balls, erasers, rulers, tote bags, sports bottles, water pitchers, shower timers, cell phone holders, pencils/pends, crayon boxes, California Native seeded paper coasters, food scrapers, and yard signs. • Write, edit, design, and generate camera-ready art for printed pieces that promote the City's initiatives and campaigns including direct mail brochures, flyers, newsletters, postcards, informational and activity packets. banners, posters, bus shelter ads and signage. • Write and edit press releases for distribution to the media and articles for Santa Ana Green and Nixel about important water -related announcements, water quality programs, and water construction projects. • Develop submissions for awards by the APWA, OCEC and CMUA to garner further recognition for the PWA's Water Resources Division. • Develop water -related messaging, talking points, and multi -media presentations for City Councilmembers, the PWA Executive Director, and Water Resources Division Manager as needed. 25E-37 Page 16 of 24 S L P R O P O S A L City of Santa Ana I Water Resources Division RFP #17-131 • Producing these types of special projects will involve additional client meetings and/or conference calls, research, interviews, copywriting, editing, design, creating new graphics, purchasing stock photography, proofreading, vendor relations, obtaining estimates, and coordinating with City approved vendors. Not included in the scope of the budget is actual printing, product purchases, wire services for press releases or other significant reimbursable costs such as photography. Implementation Plan: 1. As stated above, SL will assess, identify and prioritize the focus of the Division's outreach in 2018 (and each year following) in collaboration with the Water Resources Manager, Principal Civil Engineer, and other City staff. This will be accomplished during our initial meetings, after which we will develop a strategic plan outlining the projects to be carried out. 2. With each project, SL will make recommendations for messaging and branding, outline action items, assign tasks, and develop a specific production timeline. 3. As in all good strategic planning, we will build in flexibility to support arising needs throughout the year and ensure the City's initiatives are effective. Page 17 of 24 25E-38 S L PROP O SAL City of Santa Ana I Water Resources Division RFP #17-131 SUMMARY OF DELIVERABLES • Creation of the interactive and web based WQCCR o twelve (12) water related articles o All required standard and special messages and notices o All graphics, charts, pictures and other visuals to support the WQCCR design o Design and layout of the 8.5 x 11 PDF report in English and Spanish. o Archiving previous WQCCR, web design and programming for new WQCCR, and ongoing updates to santaanaccr.org • Ancillary Services and Printed Products o Development of one (1) annual strategic plan which will include strategies and tactics for the Water Resources Division's campaigns, initiatives and special events o A total of twenty-four (24) double sided brochures (or other print formats such as postcards, letters, bill stuffers, flyers) for public distribution on water -related topics and campaigns o Development of all required standard and special messages and public notices regarding water quality standards o Branding for one (1) new water related campaign per year o A total of twelve (12) water -related articles to be published in local newspapers, pamphlets and City newsletters per year o A total of four (4) bus shelter ads/posters per year to announce the annual WQCCR and other initiatives/campaigns o One (1) Youth Activity Packet and Teacher Packet (associated with the Youth Water Poster Contest) each year o All visuals to support the production of printed collateral and promotional items as outlined in previous section "Ancillary Services & Projects' o All research, writing, editing, SpanishNietnamese translation (as needed) and creative development for written materials, and presentations as outlined in previous section "Ancillary Services & Projects" o Meetings, conference calls, emails and other program management to effectively execute activities and products as outlined in previous section "Ancillary Services & Projects" 25E-39 Page 18 of 24 S L P R O P O SAL City of Santa Ana I Water Resources Division RFP #17-131 SCHEDULE I TIMELINE SL has provided a preliminary timeline (schedule) for the production of the WQCCR. This timeline is accelerated due to the late start in developing the WQCCR and mandatory deadline. A schedule for all else contained in this proposal will be created after specific deliverables and deadlines are established. DATE WQCCR MILESTONE 21 -Mar Project Start 22 -Mar Kick-off Meeting 29 -Mar Complete special CCR communications 29 -Mar Complete CCR content outline + design concepts 2 -Apr Begin work on CCR content development 2 -Apr Tables with data from City due 5 -Apr Complete 2018 Communications Plan 5 -Apr Bus shelter ad artwork to vendor 5 -Apr Meeting + presentation of work in progress 12 -Apr CCR articles, tips, etc. approvals due 19 -Apr Meeting + presentation of PDF report design 23 -Apr PDF report revisions 26 -Apr PDF CCR finalized and approvals 4 -May Meeting + presentation of site design proposal 18 -May Finalize site design 25 -May Site testing, approvals 1 -Jun 2017 CCR goes live 1 -Jul July 1 mandatory deadline Page 19 of 24 25E-40 S L P R O P OS A L City of Santa Ana I Water Resources Division RFP 917-131 EXHIBIT C NON -COLLUSION AFFIDAVIT NON -LOBBYING CERTIFICATION NON-DISCRIMINATION CERTIFICATION 25E-41 Page 22 of 24 S L PROP OSA L City of Santa Ana I Water Resources Division RFP #17-131 EXHIBIT D ADDITIONAL PROVISIONS: CERTIFICATION OF UNDERSTANDING & PROPOSAL FEE SCHEDULE Page 23 of 24 25E-42 S L P R O P O S A L City of Santa Ana I Water Resources Division RFP #17-131 EXHIBIT E SAMPLE WQCCR Page 24 of 24 25E-43 25E-44