HomeMy WebLinkAboutSAE Communications BidCity of San Luis Obispo / Crisis Communication Planning/Implementation Proposal
City of San Luis Obispo
Request for Qualifications Response
O N -C ALL
C ONSULTING : P UBLIC
R ELATIONS S ERVICES
Submitted by
SAE Communications
April 7, 2025
Public Agency
Strategic
and Crisis
Communications
2934 Victoria Meadow Court
Pleasanton, CA 94566
510-714-4470
www.saecommunications.com
1737 Paterna Road
Santa Barbara, CA 93103
805-450-4886
www.saecommunications.com
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 2
Table of Contents
Table of Contents .................................................................................................................. 2
1. Letter of Interest ........................................................................................................ 3
2. Relevant Experience of Key Personnel and the Firm ......................................... 5
3. Fee Structure ............................................................................................................... 9
4. Client References .................................................................................................... 10
5. Additional Services ................................................................................................. 12
6. RFQ Declaration, Insurance Certification & Certificates ................................ 14
7. Statement of Past Contract Disqualification - None ....................................... 19
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 3
1. Letter of Interest
Dan Clancy, Department of Finance
Whitney Szentesi, Administration
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
Dear Mr. Clancy and Ms. Szentesi:
SAE Communications is pleased to present this response to the City’s Request for Qualifications
for on-call consulting for communications support services. We look forward to being
considered for the following areas of consulting service, per the Scope of Work noted in your
RFQ:
1. Strategic public outreach, information and engagement planning
2. Public information distribution
3. Emergency or crisis communications services
6. Small projects - content creation, including
e. Key message development
f. Speechwriting and editorial content
g. Media relations services
We have also outlined Additional Services that may be of interest to the City of San Luis Obispo.
We have organized this response in the order of requested information included in the RFQ.
a. Name of the firm and description
SAE Communications
www.saecommunications.com
Sheri Benninghoven, APR, Principal
1737 Paterna Road
Santa Barbara, CA 93103
805-450-4886
sheri@saecommunications.com
Scott Summerfield, Principal
2934 Victoria Meadow Court
Pleasanton, CA 94566
510-714-4470
scott@saecommunications.com
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 4
SAE Communications is a California consultancy founded in 1991 to assist public agencies
prepare and implement strategic communications plans/programs ; write emergency public
information plans; conduct training; and show up – in person or virtually – when bad things
happen in a client community, such as mass shooting, wildfire, oil spill, issues -related crisis, etc.
We focus solely on work for cities, counties, special districts and local/state
colleges/universities.
Since our founding, we’ve helped hundreds of cities, counties, special districts and educational
institutions to define their communications goals, set clear objectives and strategies, train
elected and appointed officials, implement effective communications plans and measure their
effectiveness. Our principals have extensive experience in numerous local government and
education program areas; this unmatched experience allows us to thoroughly understand the
challenges of communicating complex issues to the public. We have significant experience
working with San Luis Obispo.
b. Availability/time & resources / Adherence to RFQ provisions
We have the organizational resources and availability to provide on-call consulting services and
we will adhere to the provisions described in the RFQ.
c. Contact person
The contact person for this submittal is Scott Summerfield, principal, 510-714-4470,
scott@saecommunications.com.
d. Legal representative authorized to enter into an agreement
The contact person noted in item c above is a legal representative of SAE and able to bind the
firm to an agreement.
Scott Summerfield Sheri Benninghoven, APR
Principal Principal
SAE Communications SAE Communications
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 5
2. Relevant Experience of Key Personnel and the Firm
Key Personnel Experience – qualifications, areas of expertise, summary of past experience
performing similar services, resume, including with SLO.
Scott Summerfield, SAE Principal, is a strategic communications
veteran with four decades of experience advising public agencies to
prepare for and respond to issues-related crises and natural disasters.
He specializes in strategic and crisis communications
planning/response for cities, counties, special districts, colleges, and
universities.
As a principal of SAE Communications, Scott brings a unique blend of
public and private sector experience to guide public agency staff
through highly challenging and sensitive situations when public trust
can be solidified or lost. He has worked on issues ranging from arrests
of protesters and mass casualty incidents to agency leadership departures and related sensitive
situations. Scott’s natural curiosity blends with his strong communications skills, empathy and
commitment to guiding those in public service.
A special area of expertise is creating and implementing training programs to prepare elected
and appointed executives to conduct sensitive media interviews and challenging community
presentations. He’s a leader in helping subject matter experts prepare an d present complex
public presentations to policy leaders and key stakeholders.
Scott has extensive experience helping public agencies prepare for and respond to
cyberattacks, participating in and conducting numerous exercises and drills involving
sophisticated attack scenarios. He also advises regarding Public Records Act requests and First
Amendment Auditor scenarios.
Scott is the former Director of Communications for the City of Newark and Director of
Communications for the Oakland Chamber of Commerce. He currently serves as a Dean of
Instruction at the California Specialized Training Institute (CSTI). He is a past president and
lifetime member of the California Association of Public Information Officials (CAPIO), CAPIO
Paul Clark Award winner in recognition of his exceptional leadership, grants chair of the Bay
Area Sports Hall of Fame, past executive board member of the City-County Communications
and Marketing Association (3CMA), past board member of the Bay Area Cable Excellence
Awards, and guest lecturer at the University of Southern California’s Annenberg School of
Communication. Scott is a graduate of the Telecommunications and Film program at San Diego
State University and is a member of its Alumni Association Board of Advisors.
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 6
Sheri Benninghoven, APR, SAE principal, is the former
Communications Director for the League of California cities and
one of California's most experienced public relations professionals
in helping public agencies navigate difficult communications crises
and develop strategic communications programs.
As a principal of SAE Communications, Sheri has worked with
hundreds of public agencies and corporations with strategic
communications planning. A special area of expertise is Joint
Information Center management, having served in leadership
roles of many of California's most challenging crises, including
COVID-19 response for numerous agencies, the Conception Dive Boat tragedy (worst maritime
disaster in modern California history), Montecito debris flow, Thomas fire (then the largest fire
in state history), Gaviota Coast oil spill, Isla Vista shootings, an d the Seal Beach massacre. SAE
helped prepare the after-action report for the 2015 San Bernardino County terrorist attack
response and recovery.
She is a former member of the adjunct faculty of the University of Southern California,
Annenberg School for Communication in Los Angeles and a former Vice President/Group
Manager for Ketchum Public Relations, the world’s fifth largest public relations firm. She
founded their Public Sector Marketing Group and created their Technology Practice
Group. Sheri served in Ketchum’s renowned Media Training Unit, which trained corporate
executives from around the world in media relations.
Sheri also served as Public Information Officer for the City of Anaheim, where she developed an
award-winning crisis communications training program which was adopted by the California
Specialized Training Institute within the State of California Office of Emergency Services.
She is a lifetime member of CAPIO and recipient of their lifetime achievement award and is a
founder of the City-County Communications and Marketing Association (3CMA). A graduate of
California State University, Fullerton in Communications and Public Relations – and recipient of
their alumni achievement award –Sheri is also a past volunteer with the American Red Cross,
was appointed to the first City of Santa Barbara Creeks Commission and is active in her home
parish of All Saints-by-the-Sea Episcopal Church.
Firm’s Experience – pertinent project experience, relevant projects, past performance,
accomplishments, examples of similar work for SLO or neighboring jurisdictions, including SLO
experience.
Our firm was founded to assist local public agencies with just a few key services: provide
strategic counsel; write communications strategic plans; prepare crisis communications plans,
whether for issues or disasters; conduct communications training; and show up – in person or
virtually – to assist when crises strike.
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 7
SAE frequently provides strategic counsel for high-profile municipal crises of confidence issues
and we bring a remarkable array of crisis management experience. SAE has provided
communications counsel, media relations, and Joint Information Center managem ent for many
of California's most challenging recent crises. Our disaster experience includes serving as JIC
Manager for COVID-19 response in 2020 and 2021, 2020 SCU Lightning Complex Fire, 2020
election security, 2019 Conception dive boat tragedy, 2018 Mo ntecito debris flow, 2017
Thomas Fire, mass shooting incidents and multiple oil spills, including the recent incident off
the Gaviota Coast. More specifically, we have counseled public agencies through numerous
crises of confidence assignments. These are just a few recent highlights:
San Luis Obispo Police Department’s arrest of a BLM activist, use of tear gas against
protesters and various after-action reports
Response to the death of a San Luis Obispo police officer in the line of duty
Creation of San Luis Obispo’s Crisis Communications Plan and its Emergency Public
Information Plan
The role of Tulare County’s Child Protective Services agency in the death of a child
following a gang-related shooting
Marin County’s controversial approval of an affordable housing complex
Martinez’ response to the release of toxic materials by a refinery
West Sacramento Fire Department’s response to the death of an unhoused individual
when a fire unit drove over the individual
Vacaville Police Department: multiple incidents involving police officers, including a K -9
handler’s punching of his canine (caught on video by a bystander); officer’s aggressive
response to an autistic juvenile; termination of an officer; arrests of protesters; etc.
San Leandro: multiple issues, including the city manager’s complaint against a
councilmember alleging interference and a resulting censure hearing, police chief placed
on leave, arrest of a firefighter, K-9 unit assault, officer involved shooting, etc.
Long Beach Fire Department’s announcement of discipline of sworn personnel
Santa Cruz’ communication in response to clearing visible homeless camps
Benicia’s loss of their only water supply line due to a landslide
Town of Windsor’s government response to the San Francisco Chronicle’s investigation
into allegations of sexual harassment/assault against the mayor
Oakley’s termination of its police chief due to inappropriate relationships
Oxnard College’s investigation into a verbal assault by a professor of a deaf student
We also advise on issues such as cyberattacks, Public Records Act response and First
Amendment videography.
General Firm Information – number of employees, location, branch offices, number of years in
business.
SAE operates as a sole proprietorship with offices in Santa Barbara and Pleasanton. We are in
our 34th year of business.
City of San Luis Obispo / On-Call Communications Services
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Partial Client List
Local Government
City of Agoura Hills*
City of Arcata
City of Beverly Hills*
City of Brea
City of Carlsbad*
City of Chula Vista
City of Fairfield
City of Fremont
City of Grover Beach
City of Hayward
City of Long Beach*
City of Los Angeles
City of Mountain View
City of Newark
City of Palo Alto
City of Riverside
City and County of San Francisco
City of Saratoga
City of San Jose*
City of San Luis Obispo
City of Santa Barbara
City of Santa Clara*
City of Seal Beach*
City of Ventura
County of Alameda
County of Yolo
County of Tulare
County of Sacramento
County of Ventura
County of Santa Barbara*
County of San Diego
Town of Truckee
City of Vacaville*
Town of Windsor
Port of Long Beach*
Bay Area Air Quality Mgmt. District*
East Bay Municipal Utility District
Elsinore Valley Municipal Water District
Santa Clara County Open Space Authority
Santa Clara Valley Water District
Mineta San Jose International Airport
Montecito Sanitary District
Orange County Fire Authority
Rancho California Water District
Western Municipal Water District
Education
Calif. Comm. Colleges Chancellors Office*
California Specialized Training Institute*
Davis Unified School District
Long Beach City College
MiraCosta College*
Oxnard College*
Santa Clara University*
San Jose State University*
Santa Barbara City College*
South Orange County Comm. College Dist.
University of California – Davis
State Government
California Lottery
SF Bay Conservation and Dev. Comm.
California Office of Emergency Services
State Office of Admin. Hearings
Associations
Association of Local Government Auditors
American Association of Port Authorities
California Assoc. of Pub. Info Officials*
California Healthy Cities Project
California Municipal Treasurers Assn.
Calif. Society of Muni. Finance Officers
California Parks and Recreation Society
California State Association of Counties*
League of California Cities*
National League of Cities
Ongoing relationship
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 9
3. Fee Structure
Hourly Billing Rates
Scott Summerfield, Principal: Hourly Rate: $355
Sheri Benninghoven, APR, Principal: Hourly Rate $355
Training Rates
The cost per day for on-site training is $6,250.00 and includes the SAE team working with staff
to design a training program that addresses the City’s unique needs, an SAE principal who
conducts the training, SAE’s video recording/playback equipment, tailored PowerPoint
presentation and supporting handouts, post-training debrief if desired, all travel expenses and
overhead.
Terms:
Implementation to occur only following direction/authorization by City staff
SAE will bill against either a contractual not-to-exceed amount as work is implemented
or on a project fee, depending on the services requested by the City.
The hourly rate of $355 for each of the two SAE principals includes office expenses and
overhead
Travel costs will be billed at actual cost with no mark-up
City will be billed monthly; an Activity Report and Timesheet will be submitted with each
monthly invoice
SAE carries general business insurance and auto insurance at the levels indicated in the
RFQ; we will add the City as an additional insured and provide proof of insurance.
Workers’ compensation coverage is waived.
City of San Luis Obispo / On-Call Communications Services
SAE Communications Page 10
4. Client References
Number of years engaged in providing the services included within the scope of the
specifications under the present business name: 34.
Describe fully three contracts performed by your Firm within the last five years that
demonstrate your ability to provide the services included with the scope of the specifications.
Attach additional pages if required. The City reserves the right to contact each of the references
listed for additional information regarding your Firm's qualifications.
Client City of San Jose
Contact Carolina Camarena, Director of Communications
Telephone number 408-535-7777
Email address carolina.camarena@sanjoseca.gov
Date of services provide Present
Description of services provided
Provide media relations training annually for elected
officials and city staff from all departments.
Client City of Beverly Hills
Contact Keith Sterling, Deputy City Manager
Telephone number 310-285-1034
Email address ksterling@beverlyhills.org
Date of services provided Present
Description of services provided
Provide counsel regarding high profile controversial issues;
provide media relations training annually for elected
officials and city staff from all departments; wrote citywide
strategic communications plan based on internal and
external research, including staff organizational
approaches; wrote Emergency Public Information Plan;
conduct communications training for citywide staff; serve
in the City’s EOC/Joint Information Center; serve as JIC
manager for various incidents; provide ongoing counsel.
Client Port of Long Beach
Contact Stephanie Montuya-Morisky, Director of Communications
Telephone number 562-283-7702
Email address stephanie.montuya-morisky@polb.com
Date of services provided Present
Description of services provided
Provide media relations training for Port commissioners
and staff from all Port divisions; write communications
plans; provide strategic counsel; write/update Port’s
emergency public information plan.
City of San Luis Obispo / On-Call Communications Services
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Client City of Santa Cruz
Contact Erika Smart, Communications Manager
Telephone number 831-420-5016
Email address esmart@santacruzca.gov
Date of services provided Present
Description of services provided
Provide media relations training for elected officials and
city staff from all departments; provide strategic counsel
and training regarding various high-profile issues and
crises.
Client SamTrans
Contact Tasha Bartholomew, Media Relations Manager
Telephone number 650-339-5257
Email address bartholomewt@samtrans.com
Date of services provided 2023
Description of services provided Conducted key message development and delivery training
for SamTrans staff.
Client Marin County
Contact Laine Hendricks, Director of Countywide Communications
Telephone number 415-473-7496
Email address lhendricks@marincounty.org
Date of services provided Present
Description of services provided
Wrote County’s Emergency Public Information Plan;
currently providing counsel to County Executive Office,
Community Development Agency, Department of Public
Works and Flood Control District.
City of San Luis Obispo / On-Call Communications Services
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5. Additional Services
Below is a proposed Scope of Work that is typical for SAE’s on-call services for other local
government agencies. We look forward to revising this menu of services and entering into a
contractual relationship with the City of San Luis Obispo.
Potential Scope of Work Elements
1) Communications Planning / Provide Strategic Counsel
Meet with and/or teleconference with staff to understand issues and project
Provide plans, analysis, and strategic counsel to staff
Serve as on-call communications counsel
Anticipate, address issues of importance to the City
2) Prepare Materials / Advise Regarding Communications Tools/Methods
Develop key messages, internal-use Q&A, talking points, opinion pieces, press releases,
advisories, other materials as advised/requested/required
Assist with development of presentation materials
3) Media Relations
Develop media strategy
Produce/edit press releases and media advisories
Conduct onsite or virtual key message development & delivery interview preparation
and training sessions for key City staff and elected officials
Provide preparation/support prior to significant interview opportunities
Monitor media coverage and provide input/follow-up as directed and as appropriate
Advise on media relations/pitching opportunities
4) Community Relations
Collaborate on community relations needs
Prepare FAQs, community letters, etc. for public dissemination
Advise on community relations opportunities
Research relationship with community organizations and advise regarding engagement
Conduct onsite or virtual presentation training for key City staff and elected officials
5) Social Media Strategy, Content
Collaborate on social media strategy
Advise on social media content
Prepare content as needed
City of San Luis Obispo / On-Call Communications Services
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6) Internal City Communications
Recommend outreach program to reach all City employees
Collaborate on materials for dissemination to internal audiences
7) Strategic Plan Development
Conduct online community survey
Conduct employee survey
Conduct one-on-one interviews with elected/appointed officials, city management
staff/employees
Review current communications program, staffing, resources
Prepare comprehensive agency Strategic Communications Plan
8) Emergency Public Information Plan Development
Conduct one-on-one interviews with elected/appointed officials, city management
staff/employees
Review current communications program, staffing, resources
Prepare Emergency Public Information Plan
9) Key Message Development & Delivery Training (aka Media Training)
Conduct group training for elected/appointed officials and City staff
Conduct one-on-one simulated interview training
10) Presentation Training
Conduct group training for appointed officials and City staff
Conduct one-on-one presentation training
City of San Luis Obispo / On-Call Communications Services
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6. RFQ Declaration, Insurance Certification & Certificates
The undersigned declares that she or he:
Has carefully examined this RFQ and the City’s sample Professional Services
Agreement and insurance requirements, which is hereby made a part of this proposal.
Is thoroughly familiar with its contents.
Is authorized to represent the proposing firm.
Agrees to perform the work as set forth in this proposal.
Certificate of insurance attached
Hartford Underwriters Insurance Company, A.M. Best rating: A+ (Superior)
Hiscox Insurance Company, A.M. Best rating: A (Excellent)
Firm Name and Address: SAE Communications
2934 Victoria Meadow Court
Pleasanton, CA 94566
Contact: Scott Summerfield, 510-714-4470
Executed on March 27, 2025 at Pleasanton, CA under penalty of perjury of the laws of the State
of California, that the foregoing is true and correct.
Signature of Authorized Bidder Representative:
Scott Summerfield, Principal
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7. Statement of Past Contract Disqualification - None
The proposer shall state whether it or any of its officers or employees who have a proprietary
interest in it, has ever been disqualified, removed, or otherwise prevented from bidding on, or
completing a federal, state, or local government project because of the violation of law, a safety
regulation, or for any other reason, including but not limited to financial difficulties, project
delays, or disputes regarding work or product quality, and if so to explain the circumstances.
Do you have any disqualification as described in the above paragraph to declare?
Yes No
Executed on March 27, 2025 at Pleasanton, CA under penalty of perjury of the laws of the State
of California, that the foregoing is true and correct.
Signature of Authorized Bidder Representative:
Scott Summerfield, Principal
SAE Communications