HomeMy WebLinkAbout3190; Rancho Santa Fe Road Realignment; Rancho Santa Fe Road Realignment; 2002-10-08Rancho Santa Fe Road
North Realignment
and Widening Project
City of Carlsbad
KArz&
ASSOCIATES
Submitted by Katz & Associates, Inc.
October 8, 2002
^
Public Affairs Katz & Associatf s, Inc.
Community Relations 4250 Executive Square, iuiit 670
Issues Management La jolla, CA 920.i7
Tff(83«) 4.52-00,31
Fox (8fiti) 552-8437
October 8,2002 , ,
w\^w katzaiidaisociates.com
Ms. Carrie Loya-Smalley
Engineering Department
CityofCarlsbad
1635 Faraday Avenue
Carlsbad, CA 92008
.y Dear Ms. Smalley:
Katz & Associates is pleased to submit this proposal to provide public
relations services for the City of Carlsbad's Rancho Santa Fe Road North
Realignment and Widening project. We are proud of our association with the
City ofCarlsbad, especially the public relations support we have provided for
the Rancho Santa Fe Road Widening Project since December 2001.
The attached proposal addresses ail of the elements required in the request for
*3 proposal, as well as recommended additional communication strategies and
H tactics. Katz & Associates proposes a comprehensive approach that will
address site-specific issues to ensure that our stakeholders are informed ofthe
purpose of, need of and construction activities involved in this important
1^ construction project.
The Katz & Associates team is ready and able to "hit the ground running."
OLU- excellent existing relationships in the Carlsbad area where people will be
# impacted by construction, as well as our in-depth knowledge ofthe project,
the City of Carlsbad, and regional media and elected officials, make Katz &
— Associates your ideal public relations consultant.
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9 Thank you for your consideration of our proposal. We look forward to
1^ working with you to develop and implement the public relations plan for the
^ Rancho Santa Fe Road North Realignment and Widening project.
9 Sincerely,
Sara M. Katz
President
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Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
Project No. 3190
HP21 STPL-5308(014)
> STPLF-5308{007)
1. Name of the person authorized to negotiate on the
' consultant's behalf.
; Sara M. Katz
Katz & Associates, Inc.
' 4250 Executive Square, Suite 670
O San Diego, CA 92037
:j 858-452-0031 x367
> 858-552-8437 fax
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Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
2. An outline of the firm's baclcground, qualifications and ability
to perform services required. Include subcontractors to be
employed on this project.
)
) Katz & Associates, Inc., is a full-service communication firm specializing in
the development and implementation of public affairs programs to support
^ public works and environmental projects. With headquarters in San Diego
> and offices in Las Vegas and Sacramento, Katz & Associates offers a diverse
) team of communication professionals with expertise in construction relations.
. community relations, consensus building, public and media relations and
government relations.
; Sara Katz founded the firm in 1986 after serving on the staffs of former
^ California Governor Pete Wilson and former San Diego Mayor Susan
Golding. Katz & Associates has established a successful track record with
J such clients as the City of Carlsbad, City of San Diego Water Department,
!> Port of San Diego, Metropolitan Transit Development Board, San Diego
;| County Water Authority and a wide variety of other public agencies.
• * Each of the firm's skilled professionals is committed to ensuring our clients
II consistently receive the highest quality, most reliable and resourceful service.
I} The size and structure of our firm is designed to allow us to become an
extension of your organization, focusing on strategic, results-oriented
solutions to your communication needs.
''4r
Our firm has never set out to be the biggest, just the best. We measure our
firm's success by our clients' success. We base staff positioning on projects
on a careful analysis and criteria including direct experience, demonstrated
excellence in complementary areas, and the ability to dedicate full focus and
O commitment to the tasks assigned.
' While specific tactics will be described in subsequent sections, there are
® several guiding principles that are inherent to Katz & Associates' overall
® approach to the Rancho Santa Fe Road North Realignment and Widening
1^ project, including:
® • Reaffirm purpose and need
# • Manage project impacts
^ • Educate and communicate with the community throughout the project
^ • Rapidly respond to community concerns
^ • Minimize construction impacts
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
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3. A list of personnel to be employed on the project their
relationship to it and their qualifications and experience.
Include a description of specific projects similar to this
request for proposal and the specific tasks performed by the
individuals.
Core Katz & Associates Team
Principal: Sara IVi. Katz
) Sara Katz will oversee the overall strategic direction of the
> project.
Sara M. Katz is the founder and owner of Katz & Associates, a full-service
communication finn based in San Diego, Calrf., with offices in Las Vegas and
t Sacramento. Sara founded Katz & Associates in 1986 after tenures with fonner
I Califomia Governor Pete Wilson and San Diego Mayor Susan Golding. With
her team of communication professionals, Sara manages community relations,
^ public involvement and public affairs and public relations strategies for her
5 clients.
During her 25 years of pubiic affairs experience, Sara has developed a
recognized specialty in developing communication programs for govemment
entities. During this time, she has served as a strategist for local and federally
funded construction relations and water and wastewater programs in Califomia,
Nevada, Texas, Georgia, Florida and Sydney, Australia. Sara also has a wealth
of experience in coalition building and working with public advisory groups for
such issues as land use planning, transportation, education and the
environment.
^ Under Sara's supervision, the firm has grown to more than 35 employees while
® maintaining a solid track record of personalized service, the hallmaric of her
# boutique-size finn.
J A frequent conference speaker and published writer, Sara is past chair of the
* American Water Wori<s Association Public Involvement Committee and
H currently plays an active role in several industry associations. Sara earned a
bachelor's degree in economics with a minor in political science from San Diego
State University. She has completed coursewori^ in facilitation and public
involvement/process negotiations.
Sara Katz has served as principal in charge for City of San Diego Strategic
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
KATZ&
Plan for Water Supply. She worked with the City to develop a public advisory
group to oversee and approve the City's plans to upgrade the water system,
managed public opinion research, community and media outreach and
stakeholder involvement. Outreach activities included speakers' bureaus,
tours and briefings to elected officials.
Federally funded projects where Sara's role was principal in charge/strategic
counsel include:
• Lower Colorado River Multiple Species Conservation Program
• MTDB Mission Valley East Transit Improvement Program
^ • Trans-Texas Water Program.
^ She also served as principal in charge for City of San Diego's Metropolitan
^ Wastewater Program, a $2.5 billion wastewater and water reclamation
program. As principal in charge, Sara supervised on-site public information
staff and provided strategic input for the program's public information,
community relations and public affairs components.
Sara served as principal in charge for the development and completion of
\^ projects critical to the operation of the Metropolitan Wastewater Department
and the City of San Diego. She charged the design and implementation of a
comprehensive community and media outreach program to develop positive
irt and enduring relationships within the City, the community, elected officials,
III and the media. She worked to coordinate a successful siting of two water
reclamation facilities by having community leaders and elected officers buy-in
on the goals, objectives and implementation ofthe upgrade and expansion
Q program. As a result, community complaints about the construction of the
m facilities and miles of pipeline and pump stations were minimized.
• She also served as principal in charge for the development and
implementation of a public information campaign to educate the public,
# government officials and agencies, and the media about the El Paso-Las
# Cruces Regional Sustainable Water Project and to increase support for the
,|^ Commission's efforts throughout the region, as well as in Washington, D.C.
® Project Supervisor: Rebecca Cole
9 Rebecca will oversee the operations of this public relations
# program.
J Rebecca Cole is a senior account supervisor specializing in the development
and implementation of award winning public information programs for local
^ government agencies.
^ Rebecca oversees strategic planning and management of public outreach
and construction relations for several San Diego-based clients. She currently
O Proposal for Public Relations Services for
-* Rancho Santa Fe Road North Realignment and Widenii^
^ is the project supervisor overseeing construction relations for the San Diego
^ County Water Authority's $827 million Emergency Storage Project and the
City of San Diego's $773 million Capital Improvements Program.
)
Specializing in construction relations, Rebecca also supervises community
and media relations for pipeline construction projects for the cities of
^ Escondido, Carisbad and San Diego. She has also produced award winning
brochures, newsletters and videos for the Port of San Diego and the San
^ Diego County Water Authority.
Before joining Katz & Associates seven years ago, Rebecca worked for a San
Diego-based full service public relations and advertising agency managing
media relations and special event management for the firm's real estate and
non-profit clients. Rebecca graduated from San Diego State University with a
Bachelor of Arts degree in English.
Project Manager: Kristina Alexanders
Kristina will manage the day-to-day operations ofthis public
relations program, serving as the single point of contact
between Katz & Associates and the City of Carlsbad.
Project Manager Kristina Alexanders has managed and implemented public
relations activities for the clearing of Rancho Santa Fe Road for the City of
Carisbad since December 2001. Successful public relations activities for the
project include creation of a community inventory of impacted stakeholders,
creation and distribution of construction noticing, managing the project
information telephone line and project team communication.
Kristina Alexanders brings 11 years of experience in the communication field
to this project, specializing in managing the development and execution of
media and construction relations programs for government agencies. An
experienced writer, Kristina produces publications, brochures and
presentations for clients. Kristina is also an experienced Web site architect.
She designed a site for the Vista/Carisbad Sewer/Storm Drain Replacement
Project for the City of Carisbad.
Kristina currently serves as project manager overseeing construction relations
for the Black Mountain Road Pipelines Project, part of the City of San Diego
Water Department's Capital Improvements Program. This pipeline alignment
is in one of the most heavily traveled areas in San Diego. The highly
successful public relations program she manages on behalf of Black
Mountain includes regular, targeted distribution of newsletters, construction
notices, invitations to community meetings and additional outreach to schools
and elected officials. She also manages public relations activities for a
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
variety of Water Department projects. Other client experience includes the
Port of San Diego and the Leucadia County Water District.
Prior to joining Katz & Associates, Kristina managed the communication and
. marketing program for the San Diego READS literacy campaign. She also
handled media relations in the health care industry for Scripps Health in San
' ^ Diego and the Medical College of Virginia Hospitals in Richmond — coaching
{') spokespersons and working with the local and national media to secure
, ^ positive publicity and manage crisis communication.
^ Kristina started her career at NASA Langiey Research Center as a public
ll 1 affairs officer where she developed and implemented award winning publicity
jf^ campaigns to promote NASA throughout the nation.
^ Kristina received a Bachelor of Arts degree in communication from East
i D Carolina University and has received numerous awards for her work,
Ij 5 including the NASA Achievement Award and the Award of Excellence for
^ Government Public Affairs.
^ Assistant Project Manager: Rashee Rohatgi
O Rashee wiU coordinate day-to-day public relations tactics and
; ^ initiatives for the project.
Rashee Rohatgi specializes in construction relations, public involvement and
^" information projects, environmental communications, and community and
C media relations.
Rashee currently manages the award-winning community outreach program
12, for the Vista/Carisbad Sewer/Storm Drain Replacement Project. In addition to
coordinating a community open house, she meets the project goal of
educating the community about the project and its impacts through a variety
of techniques. These include writing regular newsletters, writing and
distributing news releases to announce project milestones, developing
PowerPoint presentations for periodic council updates and launching and
updating the Web site for efficient information dissemination. The project
newsletter was recently awarded the Public Relations Society of America's
2002 Bronze Edward L. Bernays Award of Merit.
Rashee was integrally involved with the efforts of the City Wide Canyon Sewer
Maintenance Task Force, a group comprising community and environmental
organizations. The Task Force made recommendations to the Natural
Resources and Culture Committee on alternative approaches to maintaining
sewer infrastructure in canyon habitats. Rashee assisted with the community
meetings, development and presentation ofthe group's final report and
ensured the smooth flow of communication between all involved entities.
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
She earned her Bachelor of Business Studies degree from the University of
Delhi and then worked at a multinational communication firm, Rediffusion -
Denstu, Young & Rubicam. Subsequently, she acquired a Master of Arts
degree in communication, with a specialization in pubiic affairs and issues
management, from Purdue University.
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Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
> 4. An overview of the company's public relations services
) including locally available facilities and staff. Include a
^ Statement of Qualifications for each staff member that may
^ provide services on this project. Include previous experience
1^ on federally funded local assistance projects and any
1^ applicable certifications.
The Katz & Associates team for this project is experienced at handling
I ^ construction relations in one of the most impacted communities in the county
I ^ - the City of Carisbad. All work for this project will be performed in our home
1^ office in San Diego. The size and structure of our firm offers clients the
flexibility they need to achieve their communication objectives with superior
' ^ results in a cost-effective manner. The account team selected for the City of
Q Carisbad was selected because of its availability to meet and exceed the
^ City's need for dedicated and efficient public relations consultants, as well as
personal construction relations expertise and experience on similar projects.
We have state-of-the-art computer equipment, time and billing systems,
superior grade graphic design resources and Web management services.
Katz & Associates has designed public relations programs for public agencies
nationwide. We specialize in one thing: community relations for government
agencies. Our programs have been adopted by - and are stili be used by -
current and former clients. Katz & Associates is experienced in designing
and implementing a variety of public relations programs for clients like and
including the City of Carisbad. In doing this, Katz & Associates offers the
w following areas of expertise and service: .41%.
Construction Relations • Coalition Management
Community Relations • Focus Group Management
Public/Media Relations • Environmental Review
Media and Speakers Services
Training • Crisis Communication
Public Affairs • Special Events
Government Relations Management
Stakeholder Research
See #3 for statement of qualifications for staff.
Following are case studies featuring federally funded local assistance projects:
Proposal for Public Relations Services for
Rancho Santa Fe Road North Reahgnment and Widening
CALFED BAY-DELTA PROGRAM
California Resources Agency/U.S. Bureau of Reclamation
SITUATION
The CALFED Bay-Delta Program was
initiated in 1995 by then Govemor Pete
Wilson and the Clinton Administration, to
address environmental and water
management problems associated with the
Bay-Delta system, an intricate web of
waterways created at the junction ofthe
San Francisco Bay and the Sacramento
and San Joaquin rivers and the watershed
that feeds them. The conflicts in the Bay-
Delta system are arguably the most contentious in the history of natural resources
man ge^^^^^^^ Efforts over the past 30 years to address these problems mdividually have
S leadmg to the conclusion that if the Bay-Delta system is to survive, there must be a
consensus-based solution.
olldlp an^d implement a public awareness and involvement program that allows
stakeholders throughout Cahfomia to participate in the development of an eqmtable Bay-
Delta solution.
TACTICS
• Provided full-time on-site public outreach services.
. LL ged a workmg group of 34 agency and stakeholder pubhc a fatrs representaPves.
. Workfd w,th the federally chartered Bay-Delta Advisoiy Councd to enable members
to effectively dissemmate information about the Program.
. Developed informational matenals tailored to various audiences, mcludmg translatmg
technical documents into lay language. fi^.„ju, fnrmut
. Assisted with redesign of a Web site for thc Program w.th a user-fr.endly format.
. Planned and executeTpublic meetmgs and open house events throughout Cahfom.a to
solicit input and inform the public about the Program's progress. . ,
. otelopTd public presentations smtable for vanous audiences. Recruited and trained
. Eed rSotcal and nationals
releases, one-on-one in depth interviews, media site tours and media events.
. Designed and implemented a statewide talk radio booking program.
. Managed a database of more than 10,000 interested individuals.
^hfprSam, which received praise from Presidem Bill Clinton Governor Pete Wilson
and Sccr^tar^ ofthe U.S. Department ofthe hiterior Bmce Babbitt, has entered the
implementation phase.
, katzandassociates.com
REFERENCES
Lester Snow, former executive director, (916) 329-9199
Jenmfer Persike-Beck^ director of commumcation, Association ofCalifornia Water
Agencies, (916) 441-4545
LOWER COLORADO RIVER
MULTIPLE SPECIES CONSERVATION PROGRAM
Ogden Environmental Services
SITUATION
The Lower Colorado River Multi-Species
Conservation Program is a cooperative effort
involving agencies from Arizona, Califomia
and Nevada, the U.S. Department ofthe
Interior, Native American tribes and
environmental organizations. The focus of
the LCR MSCP is to work toward the
conservation oflisted and selected unhsted —
species and their habitats while optimizing opportunity for current and future water and
power development in the region.
SSop^a public outreach program that would identify and involve stakeholders and
educate the general public and media in the tn-state region ofCalifornia, Nevada and
Arizona.
Re's^rched and analyzed public outreach and stakeholder involvement programs
surrounding similar habitat conservation and Section 7 comphance efforts.
. Conducted stakeholder interviews and summanzed the results.
. Conducted regional focus groups to identify issues of concem to stakeholders.
. Developed a database of all project stakeholders and interested partes.
• Developed project-related educational matenals. ,ff„rt«
. Worked with participating agencies and uulities to coordinate public ^ducat on tos.
. Scheduled and conducted presentations or briefings for state, federal and local elected
. Sd' :«:::;^:3uding media bnefings, tours, editorial board meetmgs,
. Z^Z :o SSe" elected leaders, the media and interested parties.
• Established and monitored a project information hotline.
• Scheduled public meetings/workshops in major regions ofthe planning area.
• Wrote and coordinated placement of template articles.
. Worked with environmental consultants to plan and conduct public workshops and
scoping meetings surrounding NEPA and project documentation.
m elated leader and media outreach were favorable, resulting in a general awareness on
the part ofthe region's elected leaders and articles in national trade publications.
Frfd ™ey. contract manager, Colorado R.ver Board ofCalifornia, (818) 543-4676
:katzandassociates.com chris Harris, work group member, Arizona Department of Water Resources,
Sl^^^^^^^^ subcommittee chair, Colorado River Commission of Nevada,
(702) 486-2670
MISSION VALLEY EAST TRANSIT IMPROVEMENT PROJECT
Metropolitan Transit Development Board
SITUATION
The Metropolitan Transit Development
Board proposed a transit improvement
project for the eastem portion ofthe
Mission Valley area. The objective of
the project was to close an existing gap
between an east and west trolley line, and
to provide services to the San Diego State
University campus, one ofthe most
popular destinations in the San Diego
region. The project included analysis of
various transit altematives, including
light rail (trolley) or improved bus
service. While members of the Mission
Valley community welcomed
improvement in the public transportation
system in their community, they voiced concems over the potential impacts that
associated with either the bus or rail options.
might be
STRATEGY .
To create a public participation program that would provide an opportunity for residential,
business and institutional leaders ofthe Mission Valley East community to work with MTDB
staff throughout the project planning process.
TACTICS
• Established project advisory committees, consisting of community, business and
institutional leaders.
• Hosted community open houses. Created displays, models, charts, maps and plans.
• Coordinated presentations for civic and community planning organizations.
• Coordinated route alignment tours.
• Developed and distributed informational materials about the project, including tact
sheets, newsletters and annual summary reports of the public participation process.
• Interfaced with elected officials in the Mission Valley East corridor.
• Worked with local reporters covering transportation issues.
• Staffed community booths to disseminate project information to interested parties.
RESULTS
The Final Environmental Impact Statement was released m summer 1998. Constmction
began in November 2000. The public participation component ofthe project assisted the
MTDB staff in planning a transportation system that best meets the needs ofthe community.
REFERENCES
Toni Bates, senior transportation planner, MTDB, (619) 557-4538
Honorable James Mills, former chairman, MTDB, (619) 231-1466
katzandassociates.com
TRANS-TEXAS WATER PROGRAM,
WEST CENTRAL STUDY REGION
San Antonio River Authority
SITUATION
The Trans-Texas Water Program is a statewide
water resource planning process to identify and
evaluate water resources and demands
throughout the state. The Program divided the
state into three regions to form a cooperative
effort among Texas' local, regional and state
water resource agencies to collectively address
water challenges in each region. The West
Central Study Region is composed of 33
counties in the San Antonio/Austin region of
Texas. The goal of the region is to identify the
most cost-effective and environmentally
sensitive strategies for meeting the current and
future needs of the entire study area.
STRATEGY
Invite the public to participate in the evolution
of the decision-making process.
TACTICS
Provided strategic guidance in the area of Integrated Resource Planning to help design
an integrated and comprehensive outreach strategy.
Participated in inter-agency training workshop to familiarize participating agency
representatives with the process and to initiate the regional cooperative effort.
Assisted in the development of a survey instmment to test the public opinion regarding
water and other related issues.
Assisted in designing a grass-roots community relations effort to obtain qualitative
feedback from area residents regarding water issues.
Worked to design the public participation framework that will be utilized to involve
the various communities throughout the 33 counties in the study region in the
evaluation of the potential water resource options that are available in this area.
RESULTS
Our team is nearing completion of the research phase of the public participation program
and is gearing up to embark upon a full-scale public outreach effort to involve the public
in the decision-making process.
REFERENCES
Steve Rabbe, chief of the engineering division, San Antonio River Authority,
(210) 227-1373
Robert Aguirre, president, Robert Aguirre Consultants, (210) 299-1171
'.katzandassociates.com
s 5. An outline of proposed approach to the project including a
) work plan and schedule required accomplishing it. Please
address the Scope of Work as presented but include other
approaches, items or considerations you feel are warranted.
1^ Project Description
' The City ofCarisbad will be constructing Rancho Santa Fe Road to full width
V) Prime Arterial standards beginning the first quarter of 2003. The project limits
1) are Rancho Santa Fe Road from approximately 800 feet south of La Costa
Avenue to approximately 400 feet north of Melrose Drive. The duration of the
project will be approximately 30 months. The construction cost is estimated
^ at $32,000,000.
i )
Q Rancho Santa Fe Road is to be graded to the full width right-of-way of 126
feet. Improvements will consists of media curbs, six 12-foot travel lands, two
t) 8-foot shoulder/bike lanes, drainage facilities, sewer mains, potable and
O recycled water mains, relocation of two existing water transmission mains,
#^ traffic signals, signing and striping. The project includes an estimated
820,000 cubic yards of excavation, mostly consisting of rock requiring
blasting, processing, and subsequently re-graded as fill material. The project
also includes demolition ofthe existing bridge between Melrose Drive and
San Elijo Road and replacing it with a double 375-foot span reinforced
concrete bridge.
Project Approach - Public Outreach
Our approach to carrying out the scope of work will be to serve as an
extension of your team, providing the skills and resources you need to meet
the public relations services goals for the City of Carisbad Rancho Santa Fe
Road North Realignment and Widening project. Katz & Associates will do this
by:
• Providing a single point of contact who will coordinate strategy,
planning and resources.
" Working with the project team to establish priorities, deadlines, tracking
mechanisms and measurement tools.
• Remaining flexible to respond to unforeseen challenges and
opportunities.
• Build upon established relationships with the City of Carlsbad
stakeholders to further the City's public relations goals.
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
Following are specific approaches Katz & Associates will use to provide
provide public information services and support to the Carisbad Municipal
Water District and the City of Carisbad. Tasks shall include the following:
1. Media Relations/News Releases:
/ Communicating to key stakeholders, including residents, property
^ ^ owners, business owners and commuters through the news media is
i an important part of a well-rounded public relations effort. Katz &
Associates is well versed in developing education and outreach
' materials for clients, including the City of Carisbad, such as news
releases, fact sheets, media advisories, newsletters, background
I1> pieces and brochures electronically and in print. To complement these
f ^ capabilities, we use our research and network expertise to ensure
information is distributed to the right target audiences using the best,
most cost-effective methods.
^The distribution of photo news releases to highlight construction
£v projects is particulariy useful in projects like this one. Distribution of
photographs, project maps and project update information is regulariy
O published in community newspapers for several Katz & Associates
1$ clients. Katz & Associates would regulariy communicate with the
0 following news media forthis project:
• The Carisbad News
':Z • The Coastal Sun
- • KDCI Headline News
r' • Coast News
• KCEO-AM
• KFSD-FM
• KSPA-AM
Our veteran media relations team is skilled at developing a framework
for education and information dissemination to the media and the
public, with the overall goal of improving knowledge ofthe Rancho
Santa Fe Road Constnjction Project. This includes news releases
(both electronically and in print) regarding meetings, project
construction elements, environmental concerns, traffic control, and
other issues related to the project. Publicity will be sought through
traditional news media and through homeowners' association
newsletters and similar publications distributed in area.
Among messages communicated to the public via the news media will
include where additional project infonnation is available, including the
Internet, newsletters, constnjction notices and at community meetings.
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
2. Contract Specifications Assistance:
Katz & Associates will provide the valuable service of offering strategy
for getting the best "bang for the buck" for outreach activities by attend-
ing coordination meetings with City staff to review contract
requirements for public relations during construction. This task also
will inctude specifications review with respect to public/media relations
during constnjction.
; ) 3. Public Uaison:
Katz & Associates is currently acting as liaison between the City and
' ^ the community to answer public inquiries and to respond to
* ^ complaints/concems for this project. We are in tune with the
community in this heavily impacted area in the City of Carisbad. Katz
^ & Associates also serves as public liaison for public construction
projects every day throughout San Diego County. We are the experts
at managing and creating useful communication vehicles such as a
i:) Web sites, information lines, stakeholder interviews, community
, . V meetings, information dissemination and communication with impacted
stakeholders on a regular basis. Our team will continue to build the
O foundation of community interaction that allows us to serve as
Q community liaisons and accurately and promptly respond to
stakeholders. Among liaison responsibilities are: development and
maintenance of a project Web site, operation and maintenance of a 24
hour hotline, documenting complaints/concerns in a City approved
format, and fonwarding such forms to the Project Manager weekly.
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«i(ii' Web site: Among one of the most asked questions to the current
Rancho Santa Fe Road Project information line is: Can I find more
information on the Internet about this project? Already knowing
what the community is asking for will be extremely helpful when
creating the Web site. Katz & Associates will create and maintain a
user-friendly Web environment with important information that
«^ residents and business owners are asking for, including
construction schedules, project maps, hotline information,
community meeting announcements, construction notices,
newsletters and news releases. We also know that the Web site
can serve as a valuable tool for two-way communication between
the City and the community. Katz & Associates designed and
currently manages the Web site for the Vista /Carisbad Sewer
Storm Drain Replacement Project
(http://ci.carisbad.ca.us/cserv/vcsproj1.html).
Hotline: Katz & Associates will continue to manage and monitor a
project information telephone line. All inquiries will be documented
and, if necessary, referred to the appropriate team member for
follow up. Project Manager Kristina Alexanders has handled
Proposal for Public Relations Services for
Rancho Santa Fe Road North Reahgnment and Widening
information line calls from the community on this project since
December 2001 and is able to anticipate community questions and
concerns regarding the Rancho Santa Fe Road North Realignment
and Widening Project. Kristina already knows the project, the
questions asked by the community and additional information the
community is seeking about the project.
•< ^ 4. Contact/Mailing Ust:
Katz & Associates will build on the community interest list already
created for this project, and seek out additional community groups,
^ residents, businesses and other interested and affected organizations
f) or parties, including alt residents within a 500-foot radius of Rancho
^ Santa Fe Road.
^ 5. Communitv Meetings:
II) Katz & Associates will actively participate in meetings with the City's
f project team, consultants and contractors. Listening to the community
and maintaining open lines of communication is key to a successful
outreach program. To better understand the concerns of the
115 community, Katz & Associates will coordinate meetings with affected
11^ businesses, HOAs, community groups and other peopie or
organizations that may be disrupted by construction activities. Katz &
Associates will prepare meeting notification materials and public
meeting presentation materials.
The following organizations may be included in a schedule of
community meetings to educate communities about this project:
J.K'
mtt'
• Carisbad Chamber of Commerce
• Carisbad Rotary clubs and other civic organizations
• North County Chambers Association
• La Costa Hills Homeowner's Association
• Valencia Homeowners Association
6. Newsletter:
Katz & Associates will produce and distribute bi-monthly or quarteriy
w newsletters to inform local business owners, residents, and others in
2 the affected area about the project progress and projected traffic
^ impacts through each phase of construction. Katz & Associates has
an in-depth knowledge of information the community has received, as
0 we have sent notices to this community regarding this project. In
H addition, we will prepare project-related publications including
newsletters, brochures and project update fliers.
•
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening KA77&
\NM. K I \ M N
4l /
7. Construction Notices:
Our fast and reliable team wiil distribute information materials, such as
construction notices, on short notice. Effective ways to deliver urgent
and important information are through 30- and seven-day notices and
door hangers, each which can be efficiently delivered on short notice to
a broad-based area, whether by mail or by door-to-door delivery, and
^' ^ with careful attention to detail. Notices will include specific information
11 about the construction in the area, as well as standard information
I ^ about the project and the City. Notices will also include a contact
name, phone number and e-mail address.
II 8. News Releases:
We understand that with a project affecting so many people, it is
important to establish a positive relationship with the media. It will be
*^ important to regulariy provide local media with news releases, maps
il; and photographs as appropriate to help communicate information
IJ ^ about the project to the community.
® 9. Communications:
ft Community relations for public works projects is Katz & Associates'
1^ signature discipline. It's what we do every day. We are experts at
^ monitoring perceptions of various groups; providing opportunities for
two-way communication; and improving communication to all groups,
• when and where possible. Working with the communities at the
^ grassroots level will help deliver our messages. Effective public
m^ involvement takes close coordination and a solid understanding of how
T' local groups operate. We will participate in and/or maintain dialog with
® established community group meetings and monitor perceptions of
f]k various groups, provide opportunities for two-way communication and
^ improve communication with all groups.
® 10. Pre-Construction and Construction Meetina(s):
9 We will provide strategic council at pre-construction and construction
^ meeting(s) with the City and construction contractor representatives.
® 11. Progress Reports:
O Katz & Associates will submit monthly activity summaries outlining
H upcoming activities and summarizing completed activities.
^ 12. Public Relations Consultation:
9 Katz & Associates will pertorm miscellaneous public information
^ consultation throughout the year with City Staff. Areas may include
^ developing public relations strategies, identifying target audiences,
assisting with multi-media presentations, emergent situations and
^ identification of construction mitigation activities.
^ Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
'mm'
Month 1 2 3
Media Relations/Press Releases
Contract Specifications Assistance
Public Liaison - Web site
Public Liaison - Hotline
Contact/Mailing List
Community Meetings
Newsletter
Construction Notices
Press Releases
Communications
Pre-Const. and Const. Meetings
Progress Reports
Public Relations Consultant
Optional
Month 1 2 3
Pocket Brochure
Presentation
Crisis Communications
Project Schedule
January 2003 - June 2004
5 6 9 10 11 12 13 14 15 16 17 li
ongoing (daily)
as needed
ongoing
ongoing
ongoing (monthly)
ongoing
develop
maintenance
12 13 14 15 16 17 11
Media Relations/Press Releases
Contract Specifications Assistance
Public Liaison - Web site
Public Liaison - Hotline
Contact/Mailing List
Community Meetings
Newsletter
Construction Notices
Press Releases
Communications
Pre-Const. and Const. Meetings
Progress Reports
Public Relations Consultant
9 2
Project Schedule
July 2004 - December 2005
25 26 27 28 29 30 31 32 33 34 35 36
ongoing as needed
maintenance
ongoing (daily)
as needed
ongoing
ongoing
ongoing (monthly)
ongoing
Katz & Associates also recommends...
}
) 1. We recommend providing contractors with pocket brochures to
J distribute to passersby, curious residents and the general public who
request information about the project. The brochures are designed to
* ^ underscore purpose and need, detail current milestones and contain the
' > project information line number and Web site address for the project. Full
A of information, it literally fits in your pocket! We find these pocket cards
useful for passersby, and contractors tell us quickly handing the cards out
^ ^ keeps traffic moving more quickly as well.
) 2. We recommend preparation of a presentation. Once a speaking
engagement is scheduled, it is important that all presentation materials
appropriately reflect the audience they are intended for. Katz &
) Associates can translate technical jargon into lay terms, incorporate
; graphics and photography to illustrate the project. We also work with core
presenters to develop professional, polished and user-friendly materials
^ that effectively communicate the project's purpose and need, provide
current information and reaffirms key messages.
imm.
3. We recommend preparation for a crisis. Since it's better to be safe
(and prepared) than sorry, Katz & Associates could develop a crisis
communication plan of action to support the City of Carisbad.
4. We recommend communication to elected officials. Regular
communication regarding project plans, construction impacts and
community outreach would play an important role in the success of a
public relations program for the City of Carisbad.
A 5. We recommend speakers training. Our firm is experienced in
^ committee formation and in designing other innovative ways to reach a
• specific community. We also recommend and offer speakers training and
9 work with members ofthe project team to prepare group presentations
^ designed to educate and build consensus.
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening \NNt K ! Ml N
6. A brief outline of the firm's current workload, staffing and
ability to provide a timely submittal.
The Katz & Associates team assigned to this project has the expertise and
time available to handle the proposed scope of work. In addition, Katz &
Associates employs a highly skilled team of 35 associates.
9 Proposal for Public Relations Services for
0 Rancho Santa Fe Road North Realignment and Widening
KAT7&
A^Nt H I.M 1 s
.5
3
7. The required DBE information shall be submitted on the DBE
Participation Exhibit 15-G or Good Faith Effort documentation
attached to these instructions.
Katz & Associates Intends to provide public information and outreach services
for this project and is prepared to furnish the necessary personnel to
accomplish the anticipated work. In addition we have assembled a group of
vendors, most of whom are disadvantaged business enterprises, to provide
all ofthe required ancillary services and products associated with this
procurement, including translation, printing, and advertising services.
Katz & Associates regulariy partners with the following certified DBE vendors:
Diego & Sons - Printing
2104 National Avenue
San Diego, CA 92113
(619) 233-5373
DBE-Caltrans and City of San
Diego
Transcend Translation
2043 Anderson Road, Suite C
Davis, CA 95616-0672
CA Certified Small
Business(0012648)
(530) 756-5834
Certified WBE for CA PUC
Robert Ingrahm - Promotional items
132 N El Camino Real
Encinitas, CA 92024
(888) 696-4676
DVBE - Caltrans
Transperfect Translations
6640 Lusk Blvd., Suite 207
San Diego, CA 92121
Certificate pending (WBE)
(858) 622-9900
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
KAT7&
; 8. Identify the firm's experience in providing public information
) services to similar agencies. Information required to verify
> experience shall include the following:
)
) a. Name of client.
b. Name and telephone number of reference.
* c. Name of Project Manager.
5 d. Name of project.
We have worked hard to earn our clients' confidence and endorsement, and
' we encourage you to contact our references. What better way to measure
9 our effectiveness?
!* Following are case studies exhibiting our firm's experience providing public
information services to similar agencies.
I*,
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
KAT7&
VISTA/CARLSBAD SEWER/STORM DRAIN
REPLACEMENT PROJECT
City of Carlsbad Public Works Department
SITUATION
In April 2001, the City of Carlsbad started an 18-
month project for installing and upgrading sewer
pipelines and storm drains in the Carlsbad
downtown area and in South Carlsbad Village.
Once completed, the new infrastmcture will help
maintain a high-quality, reliable wastewater
system, protect the environment and water
quality, and reduce seasonal flooding in the
downtown Carlsbad area.
To mitigate impacts to significant portions of the
project, the City is utilizing a state-of-the-art
technology called microtunneling which allows much of the constmction work to be performed
underground and out-of-sight. It was decided that a proactive public information program
would be launched to educate the community about the project and its impacts, to provide traffic
bulletins and to serve as a prototype for public involvement for fuUire public works projects.
STRATEGY
To implement a tiered public information program tailored to reflect the various activities ofthe
pre-constmction and constmction phases and to provide timely and useful project information.
TACTICS
• Hosted an open house to provide residents and businesses the opportunity to Ieam about the
project and its expected impacts and speak with the project team.
• Established multiple communication platforms to disseminate project information to the
community through media that best suit their needs 1) a toll-free project information line
that allows for two-way communication between community members and the project team;
2) monthly project newsletters distributed to over 7,000 residents and businesses; 3) a
project Web site that provides traffic bulletins and other project information.
• Identified and utilized opportunities for media coverage.
• Distributed door hangers to affected parties in advance of particular constmction activities.
• Coordinated regular interface with local community and business groups.
• Provided regular briefings to elected officials and staff about project issues and progress.
• Provided local merchants with signs as needed when traffic control pattems unreasonably
affect their businesses.
RESULTS
The pre-constmction phase ofthe project has been completed and the constmction phase is
under way. Implementation ofthe strategic communication plan described above has enabled
the project team to keep the community informed about project activities and impacts throughout
the project.
REFERENCES
Mark Sullivan, Constmction Manager, PBS&J, (760) 720-1014
Grant Eklund, Constmction Manager, City of Carisbad, (760) 602-2780
Rebecca Cole, project supervisor, Katz & Associates, (858) 452-0031 x 355
Rashee Rohatgi, project manager, Katz & Associates, (858) 452-0031 x 350
katzandassociates.com
EMERGENCY WATER STORAGE PROJECT DEVELOPMENT
San Diego County Water Authority
SITUATION
The Emergency Storage Project was
originally launched in the early 1980s.
After the project fell under heavy
community and media criticism for
pursuing only one site and for limiting
community outreach, the Water
Authority decided to put the project on
hold. In 1992, it began the process
again with a renewed outlook on the
importance of community and media
relations.
TACTICS
Developed all project informational materials, including a video and a slide show.
Planned and implemented a large-scale speakers bureau program.
Coordinated several speaker training workshops for the Authority's board of directors.
Installed and managed a 24-hour project hotline to respond to all inquiries.
Conducted a public opinion survey to determine attitudes toward the project.
Conducted an extensive stakeholders analysis.
Developed and implemented regular media outreach.
Established and managed an Emergency Storage Working Committee.
Conducted regular updates to the Authority's board of directors and elected officials.
Coordinated project open houses and site tours.
Developed and maintained an extensive project mailing list.
Assisted in planning and conducting meetings with member agencies.
Distributed materials to libraries, city offices and other community outlets.
Coordinated all public forums and meetings for release of DEBR/EIS and FEER/EIS.
RESULTS
Several individuals who led the criticism of the project in the 1980s now support the
project. The Project received environmentalist certification and is currently under
construction.
AWARDS
• Mark of Excellence, Continuing Public Relations Project, PR Club of San Diego, 1995
• PRSA Bemays Award, Ongoing Campaign/Govemment, Public Relations Society of
America, 1994
• NAPEC Excellence Award Communication Program, Public Sector, 1994
REFERENCES
katzandassociates.com Kenneth Steele, project manager/senior engineer, San Diego County Water Authority,
(858) 522-6845
Sara Katz, principal in charge, Katz & Associates, (858) 452-0031 x 367
Rebecca Cole, project manager, Katz & Associates. (858) 452-0031 x 355
BLACK MOUNTAIN ROAD PIPELINES PROJECT
City of San Diego Water Department, Capital Improvements Program
SITUATION
The Black Mountain Road Pipelines Project is one
ofthe first design-build projects in the nation and
for the City of San Diego. The project consists of
two pipelines - a drinking water pipeline and a
reclaimed water pipeline. The current drinking
water pipeline servicing the area was built in 1964
and has reached its capacity. The new pipeline
will serve as a backup to the existing Rancho
Bemardo Pipeline No. I. The reclaimed water
pipeline will help fulfill San Diego's rapidly
growing water needs by offering a cost-efficient
and continuous supply of reclaimed water for
industrial purposes.
The new pipelines are being installed concurrently
to minimize constmction impacts to the
communities of Scripps Ranch, Mira Mesa and
Rancho Penasquitos.
STRATEGY
Design and implement a strategic communications campaign to educate and inform
stakeholders and concemed citizens regarding the constmction ofthe Black Mountain
Road Pipelines. Establish strong two-way communication between the Water Department
and key stakeholders, providing detailed, timely information to residents regarding
constmction impacts and status, and encouraging community feedback and inquiries about
the project.
TACTICS
• Develop project informational materials including newsletters and notices
• histall and manage a project telephone information line to respond to all inquiries on the
project.
• Develop and implement regular media outreach activities for community newspapers.
• Hold numerous community and one-on-one meetings to provide updates to community
members, businesses and schools to solicit feedback and answer questions.
• Regulariy inform elected officials of constmction plans and outreach activities
RESULTS
Katz & Associates has completed a series of 20 community meetings since November
2001, incorporating input from the community into the project design as a result. The
community relations efforts on behalf of this project so far have reached more than 30,000
community members to be impacted by this project. The outreach activities for this project
continue to receive positive support from residents, businesses, elected officials and the
Water Department.
REFERENCES
!katzandassociates.com Wendy Hovland-Henry, City of San Diego Water Department, Capital Improvements Program
(619) 533-4669
Rebecca Cole, project supervisor, Katz & Associates, (858) 452-0031 x 355
Kristina Alexanders, project manager, Katz & Associates, (858 452-0031 x 313
CAPITAL IMPROVEMENTS PROGRAM
City of San Diego/Parsons Engineering
SITUATION
In August 1997, the San Diego City Council approved
a series of water rate increases to support a multi-
million dollar capital improvements program to repair,
replace and upgrade the City's water infrastmcture.
Shortly after the rate increase was approved, the
Water Department formed its Capital Improvements
Program to begin the repairs, upgrades and expansions
spelled-out in the Strategic Plan for Water Supply.
This Citywide program involves installing large diameter pipelines, demolishing older
facilities, building completely new facilities and improving existing facilities - many in
dense residential neighborhoods.
Major constmction projects in residential areas can be very dismpting to daily life.
Traditionally city govemments have a poor reputation for not being forthcoming with
information and accessible to the public - the Water Department wanted to take a different
approach.
katzand associ ates.com
STRATEGY
To create outreach programs to accompany every stage of constmction for projects in the
Capital Improvement Program. To provide public outreach specialists on-site alongside
Water Department employees to be a resource for the City, to manage the outreach
program and be ambassadors to the community. Onsite practitioners are supported by an
offsite project team at the Katz & Associates local office.
TACTICS
• Work with City engineers and project management from the project design phase
through constmction to ensure the City is attentive to community needs.
• Plan, promote and implement special events such as groundbreakings, ribbon-cuttings
and dedication ceremonies.
• Develop collateral materials such as project fact sheets, a CIP Web site, brochures,
maps, slide shows and videos.
• Schedule, prepare materials for and attend presentations to community groups and
briefings for elected officials.
• Establish and monitor a public information line as a vehicle for identifying and
responding to community concems.
• Promote the success of the CIP through local and tt-ade media.
• Research, develop and manage stakeholder advisory groups.
• Provide regular updates to elected officials.
RESULTS
A mechanism for facilitating public dialogue has been implemented and community
concems are being handled efficiently and quickly. Media interest in the program has
been high and elected officials have shown great interest in and support for the Capital
Improvements Program.
REFERENCES
Marsi Steirer, deputy director, San Diego Water Department, (619) 533-4112
Rebecca Cole, project supervisor, Katz & Associates, (858) 452-0031 x 355
Kristina Alexanders, project manager (special projects), Katz & Associates, (858) 452-0031 x 313
WATER RECYCLING AND WASTEWATER DISPOSAL PROGRAM
Hale Avenue Resource Recovery Facility, City of Escondido
SITUATION
The City of Escondido is committed
to providing a safe and reliable water
supply for its community. Securing
and increasing local water sources is
an important objective ofthe City's
overall water management plans. The
development of recycled water is one
ofthe programs recently implemented
by the City to help supplement local
water supplies.
Upgrades for tertiary tt-eattnent facilities at the Hale Avenue Resource Recovery Facility
allow the plant to produce recycled water. Twenty-five miles of pipeline and a two-million
gallon storage reservoir were built and are used to store and disttibute the recycled water
for industrial and irrigation purposes and help protect the local economy from potential
water shortages.
STRATEGY
To inform Escondido residents and stakeholders of the project's purpose and need, and to
address their potential concems regarding cost, environmental impacts and constiuction
impacts.
TACTICS
• Developed a comprehensive database of impacted stakeholders.
• Conducted community open houses to discuss project details and gain feedback.
• Established and monitored an in-house project information line.
• Coordinated mitigation measures including window washing for nearby residents, car
washes and additional stieet sweeping.
• Developed and distiibuted collateral materials including update mailers, informational
boards, hotline cards and doorhangers to provide project statias information to
neighboring areas.
• Acted as a liaison between community and constiuction team to address residential
concems.
RESULTS
The project is complete and distiibuting recycled water to the City's customers.
Individuals reported positive feedback throughout the public information process.
REFERENCES
Neil Greenwood, project manager. City of Escondido, (760) 839-4078
Rebecca Cole, project supervisor, Katz & Associates, (858) 452-0031 x 355
katzandassociates.com
CONSTRUCTION RELATIONS
Nevada Department of Transportation
SITUATION
Las Vegas is the fastest growing city in the
country and faced with the challenge of
meeting the highway tiavel needs of thousands
of commuters on a daily basis. As part of
Nevada's plan to accommodate the high
volume of ti'affic, the Nevada Department of
Transportation presented a plan to widen U.S.
95 from the Rainbow curve to Craig Road and
reconstiaict the bridges at Valley View
Boulevard, Decatur Boulevard and Torrey
Pines Drive. This improvement allows for
future high occupancy vehicle lanes and ramp meters. The improvements include sound
walls adjacent to residential areas as well as signing, lighting, stiiping and associated
drainage improvements.
STRATEGY
To assist the Nevada Department ofTransportation in developing and implementing a
community relations program for consti^ction-related issues along U.S. 95 and to receive
input on the design features and constiuction mitigation measures.
TACTICS
• Coordinated public information meetings for residents and businesses to Ieam about
the project and provide feedback to the project team.
• Wrote, produced and distiibuted notification materials including mailers, print
advertisements, meeting handouts and door hangers used for residents and businesses
impacted by constmction.
• Coordinated media outieach including writing news releases and responding to
inquiries.
• Coordinated one-on-one meetings with homeowner associations and apartinent
complex tenants in constiaiction-impacted areas to solicit feedback and address
concems.
• Developed and maintained a database of interested parties.
RESULTS
All public information meetings have been completed. Through continuing outieach
efforts, the Nevada Department ofTransportation has informed the public about future
constiuction initiatives and received pertinent feedback from the public, which will be used
in the constmction process.
REFERENCES
Genichi Kanow, project manager, Nevada Department ofTransportation, (775)
David Potter, director, Nevada Operations, Sverdmp Civil, hic, (702) 870-2130
James Caviola, area manager. Parsons Transportation Group, (702) 435-2116
Sara Katz, project manager, Katz & Associates, (858) 452-0031 x367
-7319
.katzandassociates.com
^ 9. Description of services provided by firm. All information
) supplied by the proposer will be subject to verification by the
1 City.
1
Katz & Associates has designed public relations programs for public agencies
nationwide. We specialize in one thing: community relations for government
^ agencies. Katz & Associates Is experienced in designing and implementing a
> variety of public relations programs to support construction projects. In doing
J this, Katz & Associates offers the following areas of expertise and service:
1^ • Constmction Relations • Coalition Management
^ • Community Relations • Focus Group Management
^ • Public/Media Relations • Environmental Review
• Media and Speakers Services
i# Training • Crisis Communication
# • Public Affairs • Special Events
iljH • Government Relations Management
Z. • stakeholder Research • Image Development
,'i\m,
-••>m'
9
Proposal for Public Relations Services for
Rancho Santa Fe Road North Realignment and Widening
KAT7&
A^M K I'M I S
•1^
1 10. Summary of Approach
Our management approach to carrying out the scope of work will be to serve
' ^ as an extension of your team, providing the skills and resources you need to
' > meet the public relations services goals for the City of Carisbad Rancho
, Santa Fe Road North Realignment and Widening project. Katz & Associates
^ will do this by:
> • Providing a single point of contact who will coordinate strategy,
! 1 planning and resources.
• Woricing with the project team to establish priorities, deadlines, tracking
mechanisms and measurement tools.
' ^ • Remaining flexible in order to respond to unforeseen challenges and
1") opportunities.
^ • Using established relationships with the City of Carisbad stakeholders
' * to further the City's public relations goals.
*^
& Katz & Associates will serve as the public relations liaison for all aspects of
^ this project. A variety of community outreach tactics will be employed to
continually update and inform stakeholders of upcoming construction
^ activities.
Please see section #5 for specific tactics. It will also be necessary to meet
^ regulariy with the project team to better understand the construction plans,
consultants/contractors and schedules so that the project objectives and
0 activities can best be conveyed to the public.
O
^ Samples of public information materials are enclosed.
^
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•
•
•
•
9 Proposal for Public Relations Services for
^ Rancho Santa Fe Road North ReaUgnment and Widening
J • )
1
0
o
• V
•
•
II.A fixed fee to perform the requested services. A systematic
breakdown by Scope of Work, staff level and required hours
and the method of arriving at the cost shall be included.
This shall be submitted on letterhead in a separate, sealed
envelope with your firm name identified on the outside.
included in separate envelope as requested.
Proposal for PubUc Relations Services for
Rancho Santa Fe Road North ReaUgnment and Widening