HomeMy WebLinkAboutVerdin BidPROPOSAL FOR
On-Call Consulting for
Marketing, PR,
Videography, or
Photography Services
April 7, 2025
Table of Contents
Letter of Interest………………………………………3
Relevant Experience of Key………………………...…4
Personnel & the Firm
Fee Structure…………………………………………15
Client References…………………………………….17
Submittal Forms……………………………………...22
2
Verdin Marketing understands the crucial role clear and efficient communication plays in fostering
public confidence and community satisfaction. We recognize the challenges inherent in managing
diverse projects and maintaining effective outreach while simultaneously ensuring the city's smooth
operation.
Our proposal outlines how Verdin can address your communication needs. Leveraging our extensive
experience in government communications, outreach, and brand building, we are confident in our
ability to assist the City of SLO in achieving its strategic goals. We prioritize thorough research to
develop transparent and messaging that builds trust with your varied audiences. Our team will
streamline your communication processes by delivering strategic and creative solutions tailored to
your organization's specific needs.
Verdin Marketing Ink, Co. is an S Corporation, privately owned by Mary Verdin (majority), Ashlee
Akers (minority), and Michelle Starnes (minority). We possess the necessary time, personnel, and
resources to provide on-call consulting services and meet the minimum qualifications outlined in
your RFQ. We are committed to adhering to all provisions described therein. I am the primary
contact for this submission and am a legal representative of Verdin Marketing.
We look forward to the opportunity to discuss how Verdin can partner with the City of San Luis
Obispo to enhance your communication effectiveness.
Mary Verdin
President & CEO
mary@verdinmarketing.com 805) 541-9005
P.O. Box 3060, San Luis Obispo, CA 93403
DBE Firm No. 42625
Empowering
San Luis Obispo
through impactful
communications,
supporting our
connected
community.
33
5-page maximum). Please include in the submittal a letter
introducing the Consultant and expressing the Consultant's
interest in being considered for on-call consulting services,
clearly identifying the applicable sub-area(s) of interest.
The letter of interest should also include the following:
a.Provide the name of the entity, its mailing
address, telephone, email, and facsimile number.
Please describe the organization.
b.Indicate that the Consultant has the availability
and time to dedicate the personnel and resources
necessary to provide on-call consulting services.
Indicate the intention of the Consultant to adhere
to the provisions described in the RFQ.
c.Please identify the contact person responsible for
the submittal, specifying the name, title, and
contact information.
d.Please note that the person signing the letter of
interest must be a legal representative of the
Consultant authorized to bind the Consultant to
an agreement in the event of an award.
WHO WE ARE
RELEVANT
EXPERIENCE OF
KEY PERSONNEL
THE FIRM
10-page maximum).
a.Key Personnel Experience. The submittal must
identify the key personnel that is to be assigned if
awarded a contract, detailing their qualifications,
areas of expertise, a summary of their past
experience performing similar services for other
jurisdictions, and a resume of each key
personnel, including experience working with City
staff, local Sa n Luis Obis po community groups
and decision-makers, and regional partner
agencies.
b.Firm Experience. The submittal must describe
the Firm's pertinent project experience, including
a list of performed relevant projects, past
performance, individual or team
accomplishments, and examples of similar work
for San Luis Obispo or neighboring jurisdictions
in California, including experience working with
City staff, local San Luis Obispo community
groups and decision-makers, and regional
partner agencies.
c.General Firm Information. General firm
information including the number of employees,
location of firm headquarters, branch offices, and
the number of years in business may also be
provided. Please note that general firm
information is not a substitute for the specific
information requested in sections a and b above.
55
A Trusted Partner in Purposeful Public-Sector
Marketing
For more than two decades, Verdin has had the privilege of partnering with
public entities across California—building campaigns, strategies, and stories
that make an impact. With deep roots in public-sector communications, we
understand the unique demands of outreach that is transparent, inclusive,
and community-focused.
Over the years, we’ve worked alongside you and other valued clients to
navigate evolving priorities, complex stakeholder groups, and shifting
communication landscapes. Our strength lies in collaboration—whether
we’re working across departments, with advisory boards, elected officials, or
community partners, we focus on building alignment and creating work that
reflects the needs and values of everyone involved.
Our approach remains grounded in research, strategic insight, and
measurable results. From long-term initiatives to one-off projects, we bring
the same care and intention to every effort, always with the goal of creating
meaningful engagement.
We’re proud of the relationship we’ve built with your team—and excited
about the opportunity to continue supporting your marketing efforts through
the next chapter. The following pages highlight our experience, capabilities,
and how we can continue to be a trusted resource for the City of San Luis
Obispo.
6
City of SLO’s Key Personnel
6
Mary has more than 30 years of marketing experience, including 25 years working in the public sector
space. She has an energy that keeps ideas fresh and strategic. Her personal list of awards, combined with
the industry awards our agency wins every year, reflect Mary’s proven ability to create communications
success for clients. An innate problem solver and natural leader, she founded Verdin almost 22 years ago
and continues to grow the firm with a gusto for finding ways to give back to the community.
Mary Verdin
President & Chief Executive Officer
Role: Participates in discovery and client onboarding, provides ongoing strategic input.
Ashlee guides Verdin’s account staff with enthusiasm, and plays a leading role in all client work. Her friendly
and dynamic personality makes our clients instantly feel comfortable and confident. She is the master of
surpassing client needs with an unwavering devotion to achieving stellar results. Ashlee has been with
Verdin for 15 years, and has been working within the public sector and tourism marketing field for all of that
time; she understands every level of stakeholder engagement and to build consensus and communicate the
stories of public brands. She currently serves on Central Coast Tourism Council Board of Directors and the
marketing and branding committee for SLO CAL.
Ashlee Akers
Partner & Chief Strategy Officer
Role: Participates in strategic planning meetings, oversees and reviews branding and marketing
strategies.
7
Verdin’s Key Personnel
7
Riley Grim
Creative Director
Role: Will participate in creative planning, develops brands, campaign and ad concepts and
oversees all creative work for the City of SLO.
Riley is the helm that steers Verdin’s creative team right direction. Her keen eye and strategic mind lead
Verdin to produce work that is strikingly distinct. Riley has nearly 12 years of marketing experience, with five
years specifically working in public sector and tourism marketing. Her experience and knowledge base has
led the concepting and implementation of successful campaigns for notable organizations like SLO CAL, Visit
Atascadero, the Greater Vallejo Recreation District, Walnut Creek Arts + Rec, and the City of San Luis Obispo.
Ashley Mastako
Account Manager
Role: Provides day-to-day support and reporting on all channels
Ashley has spent her career working in the hospitality and tourism industry. As Account Manager, her
background allows her to connect with clients and identify opportunities to enhance their efforts. With
experience working in Public Relations and Marketing, she’s able to take a 360 degree approach when
looking at clients' unique needs. Ashley ensures client success through accurate and transparent reporting,
excellent budget management and innovative programming.
8
Verdin’s Key Personnel
8
Jennifer Wright
Content Strategist
Role: Owns all content that will produced for the City of SLO.
As Content Strategist, Jennifer capitalizes on years of experience as a marketer, journalist and writer to plan
and create compelling content that clients are proud to show off. She combines her wit with a robust,
colloquial vocabulary and a sincere interest in current trends, producing new ideas and content that make
audiences look twice. And hit the like button. Jennifer has more than 15 years experience in marketing and
journalism and specializes in experience in writing, editing, branding, SEO and social media. She has had
years of experience in digital retail marketing and medical marketing and received a Journalism degree from
Ball State University with a concentration in news-editorial and a minor in creative writing. She is also the
proud steward of a neighborhood Little Free Library.
Katie Kollmann
Art Director
Role: Owns all visual aspects of the work that will be created for the City of SLO.
Katie supports our design team with a propensity for excellence, moving design projects forward with
adaptability, thoughtfulness and care. Through inspiring displays of perseverance, Katie works until she
knows that her designs are not just visually appealing, but effective in accomplishing their goals. Katie got
her start in graphic design with Verdin after earning a degree in Graphic Communications from Cal Poly, San
Luis Obispo. Her ability to design across print and digital platforms provides a great value to our clients.
9
CITY OF SAN LUIS OBISPO
What We Did
Communications around Marsh Street
Bridge renovation
Communications around Orcutt/Tank
Farm Roundabout construction
Communications for the Prado Road
Bridge Replacement and Interchange
Projects
Annual “Shop Local” Campaigns to
encourage residents to spend locally
SLO Public Art branding and strategies
Cultural Arts District Parking Structure
construction communications
Where We Started
Verdin has worked with the City of San Luis Obispo in different capacities throughout our 21 years of
operation. We have worked on a variety of projects to support the community in the areas of
economic development and communications for large construction projects. As a preferred vendor,
the team has been able to maximize efficiency in branding and messaging efforts across different
projects to become a trusted partner for the City.
What Happened
The “Shop Local” campaign generated more
than $940,000 in direct spending supporting
the local economy
Successful completion and positive
community engagement on multiple
infrastructure and transportation projects
Reached more than 560,000 people
encouraging them to explore the arts in the
community through social media and paid
tactics
Award winning campaign for the “Love SLO
like you mean it” video series that launched
during the Pandemic to support the local
business community 9
The team has been incredible!
They have been flexible with
changing priorities, always
meeting deadlines and
delivering top notch work in all
situations. They listen to
feedback and come back with a
solution-minded response.
It has been a pleasure to
work with the team this year.”
Jacqui Clark-Charlesworth
City of San Luis Obispo Tourism &
Community Promotions Manager
Jclark@slocity.org
805) 781-7216
10
CITY OF SAN LUIS OBISPO
10
NEIGHBORHOOD CAMPAIGN - SUPPORTLOCALLOVESLOLIKEYOUMEANITCAMPAIGN
CITY CONSTRUCTION PROJECTS
SLO RESTAURANT WEEK
Above are some sample graphics Verdin developed
to assist the city in launching localized events and
campaigns to instill a sense of community pride and
revitalize incentivise keeping dollars within the
community. Each campaign involved a full sweep of
the marketing process from campaign design and
branding through deployment across all earned,
owned and paid channels, as well as creating brand
toolkits for local businesses to engage in the
campaign. The team has been able to maximize
efficiency and budgets in branding and messaging
efforts across different projects to become a
trusted partner for the City.
ARTOBER
SUMMER
SPENDING
1111
Team Verdin is always
well-prepared for our
collaborations. They conduct
thorough research and coordinate
seamlessly with our various
stakeholders to develop a strategic
approach that respects our unique
needs and budget. Beyond their
professional work, we benefit from
their effective project management
and adaptability, which enable
them to meet our organization's
evolving goals.”
Elizabeth Orcutt
Community Relations Manager
Arts and Recreation
City of Walnut Creek
orcutt@walnut-creek.org
925) 943-5850
WALNUT CREEK ARTS + REC
What We Did
Created a creative brief and tone sheet
to align all staff with brand message
Developed a comprehensive
communications strategy with targeted
tactics to meet deliverables
Produced a variety of design templates
for social media and email marketing
Wrote and distributed one press release
per month to important local media
outlets
Where We Started
In 2023, Verdin began working with Walnut Creek Arts + Rec to craft a robust communications plan
and public relations strategy. The department’s goal was to increase awareness of their initiatives
and programs while also educating the community about their commitment to diversity, equity and
inclusion efforts.
What Happened
Secured media coverage for all press releases
across various outlets, including Contra Costa
News, Diablo Magazine and East Bay Times
Cross-promoted all Walnut Creek Arts + Rec
divisions to target audiences by creating and
sharing branded logo lockups in public
messaging
Positioned Walnut Creek Arts + Rec as a leader
in DEI efforts by incorporating a new
boilerplate in all press releases
Some metrics achieved:
517.39 M total UVM
7,219 in social media followers
1,081 Journalist reach
1212
TONE SHEET
WALNUT CREEK ARTS + REC
SOCIAL TEMPLATES
PRINTED ADS
1313
GVRD was always having a
rough go of doing our own
marketing. We were in search of
a company to help analyze what
we we’re doing, develop a plan
to move forward and
implement that plan so we
could reach out to our
community and share what we
have available for parks and
recreation. I am now receiving
positive comments regarding
how our social media has
greatly improved.”
Gabe Lanusse
General Manager
Greater Vallejo Recreation District
glanusse@gvrd.org
707) 648-4600
GREATER VALLEJO RECREATION DISTRICT
What We Did
Created a comprehensive marketing
strategy that included the following:
Paid media plan
Earned media tactics
Owned media strategy for social
media, email marketing and
website
Designed a new brand identity, including
a logo and color palette
Organized a photo shoot to capture
assets at multiple parks and classes
throughout the city
Launched digital campaigns to promote
awareness of parks, programs and
services
Hosted a virtual Lunch & Learn session
to educate GVRD staff on the
importance of brand cohesion
Where We Started
Verdin partnered with Greater Vallejo Recreation District in 2022 to reimagine their brand identity
and develop a look and feel that resonated with the community they serve. Their goal was to
increase brand awareness and tap into marketing tactics that would reach their target audience.
What Happened
GVRD ranked in the top 100 in social
media engagement for national parks
and recreation industry accounts
Instagram engagement increased by
58.7%
E-newsletter subscribers increased by
over 1,500%
Achieved over 1,000,000 combined
digital ad impressions
Received Addy Award for “Your Day,
Enriched” digital paid campaign
Some metrics achieved:
4,303 e-newsletter subscribers
9,213 in social media followers
102K avg annual web traffic
14
GREATER VALLEJO RECREATION DISTRICT
14
DIGITAL ADS - Click image to view video E-NEWSLETTER - Click image to view SOCIAL TEMPLATES
BRAND
GUIDELINES
BRAND ILLUSTRATIONS FOR SOCIAL
MEDIA AND BEYOND
BUDGET
FEE
STRUCTURE
Please include a clear and comprehensive fee schedule,
including a detailed statement of hourly rates for all
positions and classifications of individuals involved and
reimbursable expenses. Please also include the rates for a
project-by-project basis, as noted in the Sample Scope of
Work above.
16
Fee Structure
Following the Verdin Method, our team would complete the anticipated scope of work listed
below. A more specific scope of work that includes detailed project pricing and expenses, which
could include production and media expenses, can be defined and tailored to fit within a
specific budget based on our hourly rate.
Strategic public outreach, information and
engagement planning
Public information distribution
Emergency or crisis communications services
Brand awareness strategies
Media planning and buying
Content creation for smaller assignments,
including:
Graphic design
Website content design
Social media content production
Video and photography production
Key messages development
Speechwriting and editorial content
Media relations and news releases
Informational, educational, engaging
social media posts
Special event planning and promotions
Construction project information facilitation
Public engagement and information gathering
16
Verdin’s Blended Hourly Rate: $165
Verdin consistently rates high in client satisfaction with regards to value and
budget management. We can work with the approved budget provided by you to
determine the best use of those funds for effectiveness and value.
Common One-Off Deliverable Pricing:
These prices are provided for sample, all project scopes are custom and will
need to be quoted and approved based on the scope and budget.
Social Media Reel $900 - $2,500
Press Release $1,300
Infographic $2,500
Photo & Video Production $4,500 - $25,000
Flyer* $900 - $1,650
Custom illustration $1,650 - $2,200
Custom Mailer Design*$1,650
Staff Media Training (4-10 ppl)$4,000 - $8,000
Media Planning & Buying*$660/mo (minimum)
Printing, mailing, and other hard costs not included
HEAR FROM THE PEOPLE WE WORK WITH
CLIENT
REFERENCES
Consultants must provide a minimum of three (3) client
references
Names We Stand Behind
18
1919
References
Verdin Marketing Ink, Co
Visit Atascadero - City of Atascadero
Terrie Banish, Director of Community Services & Promotions
805) 470-3490 | tbanish@atascadero.org
Contract: 2015 - Current ($265,000 FY budget)
Scope of Work: Manage all owned, earned and
paid marketing and media channels for tourism
efforts for the City.
6500 Palma Ave.
Atascadero, CA 93422
Greater Vallejo Recreation District
Gabe Lanusse, General Manager
707) 648-4600 | glanusse@gvrd.org
395 Amador Street
Vallejo, CA 94590
Contract: 2022 - Current ($85,500 FY budget)
Scope of Work: Creative and asset development,
email and social media marketing, media buying
2020
References
Walnut Creek Arts + Rec
Elizabeth Orcutt, Community Relations Manager
925) 943-5850 | orcutt@walnut-creek.org
Contract: 2023 - Current ($58,550 FY budget)
Scope of Work: Creative development, earned
and paid media.
1666 N. Main Street
Walnut Creek, CA 94596
21
Our Services
When you hire Verdin, you get access to a
team of specialists + a full range of marketing
services under one roof. And it’s all
customized to your goals.
Research
Identity & Branding
Marketing Plans
Image Perception Assessment
Customer Relationship Management
Marketing & Brand
Management
Strategic Campaign Concepting
Digital, Print & Broadcast Advertising
Creative Development
Media Strategies
Media Buying
Campaign Monitoring & Reporting
Advertising
Social Media Strategies &
Content Development
Social Media Monitoring &
Management
Blogging
Search Engine Marketing
Mobile Marketing
Digital Marketing
Site Planning
Writing, Designing & Programming
Search Engine Optimization
Ongoing Website Maintenance
Website
Development
Public Relations Strategies
Press Release Writing & Distribution
White Paper Development
Trade Show Booth Management
Crisis Communications
Public Relations
21
ADDITIONAL SERVICES
If there are related services not otherwise identified in the
City's RFQ, the Proposer may offer those to the City.
Proposals are not required to address any additional
services in order to be considered an acceptable proposal.
However, the final selection of the successful Proposer
may be based on the desirability of the additional services
offered.
2222
The hourly rates and/or lump sum prices quoted by the
bidder must be entered in figures in the spaces provided
on the Proposal Submittal Form(s). Any lump sum bid shall
be stated in figures. The Proposal Submittal Form(s) must
be totally completed. If the unit price and the total amount
stated by any bidder for any item are not in agreement, the
unit price alone will represent the bidder’s intention, and
the proposal total will be corrected to conform to the
specified unit price.
Verdin Marketing Ink, Co
PO Box 3060
San Luis Obispo, CA 93403
Mary Verdin (805) 541-9005
4/7/2025
A (Excellent)
Mary Verdin
2323
4/4/2025 4:00 PM
424
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VERDIN’S MISSION STATEMENT
Together, we shape dynamic communities through
strategy, consensus and storytelling.
2025 by Verdin Marketing. All Rights Reserved. This work is the property of Verdin Marketing and no part of it can be
reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of
Verdin Marketing, except where permitted by law. 25