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Home My WebLink AboutSLO - Badger Branding Marketing Proposal 2025 (2)ON-CALL CONSULTING FOR COMMUNICATIONS PREPARED EXCLUSIVELY FOR: City of San Luis Obispo APRIL 7, 2025 This document is intended solely for your eyes. We ask that you please respect that all documentation created and provided to you is exclusively owned and protected under copyright by Badger Branding and should not be used, shared with, or given to any other organization, agency, or third-party vendor. Katy McGrath Owner / Badger Hello! Thank you for your consideration of Badger Branding as a partner in on-call creative services for the City of San Luis Obispo. We have every intention to adhere to the provisions set forth in the RFQ. Badger Branding is a small, mighty, local crew of creatives with over 30 years’ combined experience. Since our start in April of 2020, the Badger team has enjoyed a healthy client roster of local businesses and organizations including the City of SLO (Parks & Recreation, Police Department, Public Works, and City Administration), the SLO Promotional Coordinating Committee, SLO Tourism Business Improvement District, the SLO Chamber of Commerce, Downtown SLO, Cal Poly Science and Math, Todo Bueno, Quality Suites, PG&E at Diablo Canyon, and San Luis Ranch. Among the relevant projects completed by Badger Branding, in addition to the examples included in the presentation, are several chalk murals in Mission Plaza, Concrete Emblem program for the City’s bikeways, coordination and participation in four of the recent Plaza Pop-up displays, City Neighborhood Maps through the SLO Chamber of Commerce, and participation in Downtown SLO’s May Flower Initiative window painting. The areas of need expressed in the RFQ that best align with Badger Branding’s service offerings are brand awareness strategies, full-services graphic design, light graphic design, key message development, speechwriting and editorial content, informational, educational, and social media posts. In addition, we offer custom illustrations, internal communications such as report layout and email templates, and community placemaking services in the form of banners, flags, barricade wraps, chalk murals with 2D and 3D elements, and window painting. We appreciate the opportunity to be of service to the City of SLO! introduction4349 Old Sanata Fe Rd. Suite 35 • San Luis Obispo, CA 93401 805-550-0900 • katy@badgerbranding.com THE BADGER DEN Our philosophy for working with clients is to gain an in-depth understanding of the client so we can not only fulfill immediate requests but anticipate future needs and become a true creative partner. While we are big planners and appreciate reasonable lead times for planned projects, we know unexpected needs arise. We generally run our work queue at about 70% capacity which allows us the flexibility to accommodate last minute requests as needed. Badger Branding has been in operation since 2020 and is headquartered near the airport in San Luis Obispo. We employ 3-4 people and have no branch offices. KATY MCGRATH – OWNER/ CEO/ BADGER Throughout our work together, Katy McGrath, Badger Branding founder, will serve as your direct point of contact and Project Manager. Her experience spans the past two decades in most agency management roles from art direction to account and project management. MOLLY BURCHETT – SOCIAL MEDIA MANAGER Molly joined Badger Branding in February 2023 after eight years in the hospitality industry. Her focus is on social media strategy, photography and videography, and building community. MADDIE GORSAGE – CONTENT COORDINATOR Maddie is the newest addition to the Badger Den. Her focus is on collecting assets for our social media clients and helping to execute fresh trends. ASHLEY TULIAU – DESIGNER Ashley graduated from Cal Poly, SLO with a degree in graphic design and communications. She has been part of the Badger team since the start. Her focus is on website design, photography, and graphic design. JACQUI CLARK-CHARLESWORTH Tourism & Community Promotions Manager City of San Luis Obispo 805-781-7216 jclark@slocity.org ADAM PASION DEIB Champion - Strategy, Policy and Organization Effectiveness Diablo Canyon Power Plant - Pacific Gas & Electric Company 805-305-5420 adam.pasion@pge.com CATE NORTON Marketing & Public Relations Manager San Luis Ranch Housing Development 805-550-0544 cate@sanluisranch.org DESCRIPTION OF SERVICES: SLO TBID - ShareSLO Social Media Community Management Contracted Amount: $87,700 Service Dates: September 2021 - Present DESCRIPTION OF SERVICES: Ongoing creative services for the DCPP communications department for internal communications and public-facing information; the DCPP Decommissioning Panel for public- facing materials; and DEIB communications materials. Contracted Amount: $155,000 Service Dates: April, 2020 – February 2025 DESCRIPTION OF SERVICES: Ongoing creative services for the San Luis Ranch housing development for neighborhood and facility logo marks, public-facing brochures and marketing materials, website maintenance and updates. Contracted Amount: $8,100 + additional scope as needed Service Dates: April 2020 - Present references services & ratesFEE STRUCTURE All of our services and staff are billed at $150 per hour. We evaluate our hourly pricing annually; you will be given 60 days notice of any increases. Individual projects will be estimated based on requested scope and have our hourly rate applied to projected hours for an estimated cost. If a project budget is set, it will be treated as a flat rate project and costs will only change with variation in scope. CREATIVE SERVICES LIST Badger Branding can accommodate most any marketing and branding need. Below is a list of our most common services, but if you need something not on the list, just ask! §Art Direction §Brainstorm Sessions §Branding §Brand Vision §Logo Design §Messaging §Brochures / Flyers / Ads §Client Training §Consulting / Recommendations §Copy Writing §Editing / Proofreading §File Prep for Printing §Graphic Design §Digital §Print §Large-Scale §Illustration / Original Art §Image Manipulation / Processing §Media Relations §Naming §Business §Products §Services §Newsletter §Production §Design §Deployment §Presentations / Reports §Print Estimation / Production Oversight §Project Management §Social Media - Execution & Strategy §Strategy & Planning §Brand Strategy §Campaign Strategy §Event Strategy & Planning §Marketing Strategy §Vendor Communications §Website Content Planning §Website Content Population RELEVANT WORK - SAN LUIS RANCH :: BRAND IDENTITY AND COLLATERAL San Luis Ranch is a housing development in San Luis Obispo. We designed an ad series to introduce the development to the local community, created logos for each neighborhood within the project, and laid out sales brochures, all while maintaining their brand integrity. Life at San Luis Ranch is in the heart of the city, but miles away from ordinary. With farmland in your backyard, vibrant downtown SLO, and the city’s job centers just a stone’s throw away, San Luis Ranch is rural redefined. RURAL REDEFINED Multi-family and Single family homes starting in Spring 2020. Exceptional Amenities Spectacular Location Farm to Table Lifestyle Interested? SanLuisRanch.org Welcome to the neighborhood! New home construction starting Spring 2020 Life at San Luis Ranch is in the heart of the city, but miles away from ordinary. With farmland in your backyard, vibrant downtown SLO, and the city’s job centers just a stone’s throw away, San Luis Ranch is rural redefined. RURAL REDEFINED Interested? SanLuisRanch.org Multi-family and Single family homes starting in Spring 2020. Exceptional Amenities Spectacular Location Farm to Table Lifestyle A new generation of housing cropping up in Spring 2020. A new home neighborhood designed for sustainable living. In an effort to meet consumer expectations, Coastal Community Builders reserves the right to make changes or modifications to maps, plans specifications, materials, features, and colors without notice. All renderings are artist conceptions and are not intended to be literal depictions of the buildings, fences, walks, driveways or landscaping. Special wall and window treatments, upgraded floor coverings, softscape, hardscape, landscape, and other items featured in and around the model homes are decorator suggested and not included in the purchase price. Residents are automatically included in the Homeowners’ Association and are subject to Special Assessments and Community Facility Fees. Ask your Sales Representative for details. Plans to build out this project as proposed are subject to change without notice. SLO Ranch Realty, Inc DRE #00850027. DATE: October 1, 2020#1046-14-RS19 SAN LUIS RANCH - SAN LUIS OBISPO, CA A2BLUE COLOR SCHEME PLAN 1 - FARMHOUSE DATE: October 1, 2020#1046-14-RS19 SAN LUIS RANCH - SAN LUIS OBISPO, CA A3WARM GREY COLOR SCHEME PLAN 1 - CRAFTSMAN Arroyo FARMHOUSE CRAFTSMAN APPROX. 1,638 SQ FT / 3 BEDS / LOFT / 2.5 BATHS / OPTION: 4TH BED, ADU, 4TH BED & ADU DRE#01266964 | 30 Years of Excellence on the Central Coast | www.CoastalCommunityBuilders.com MORRO – PLAN 1 In an eort to meet consumer expectations, Coastal Community Builders reserves the right to make changes or modications to maps, plans specications, materials, features, and colors without notice. All renderings are artist conceptions and are not intended to be literal depictions of the buildings, fences, walks, driveways or landscaping. Special wall and window treatments, upgraded oor coverings, softscape, hardscape, landscape, and other items featured in and around the model homes are decorator suggested and not included in the purchase price. Residents are automatically included in the Homeowners’ Association and are subject to Special Assessments and Community Facility Fees. Ask your Sales Representative for details. Plans to build out this project as proposed are subject to change without notice. OPTIONAL ADU PLAN 1 - GROUND FLOOR SECOND FLOOR W D BED 2 CL L. BED 3 LAUNDRY BATH OPEN TO BELOW OPEN TO BELOW LOFT REF DW MAIN BED 2-CAR GARAGE LIVING DINING KITCHEN BATHWIC HALL POWDER ENTRY BENCHMAINENTRY REF DW ADU BATH COVERED PORCH POWDER HALL ENTRY LIVING OPTIONALBED 4 BED 3 OPTIONAL SECOND FLOOR 4TH BEDROOM LINEN PATIOPATIO Approx. 1,638 Sq. Ft. 3 Bedroom 2.5 Bathroom Optional ADU Optional Bedroom 4 Optional Bedroom 4 & ADU PLAN 1 FIRST FLOOR SECOND FLOOR In an effort to meet consumer expectations, Coastal Community Builders reserves the right to make changes or modifications to maps, plans specifications, materials, features, and colors without notice. All renderings are artist conceptions and are not intended to be literal depictions of the buildings, fences, walks, driveways or landscaping. Special wall and window treatments, upgraded floor coverings, softscape, hardscape, landscape, and other items featured in and around the model homes are decorator suggested and not included in the purchase price. Residents are automatically included in the Homeowners’ Association and are subject to Special Assessments and Community Facility Fees. Ask your Sales Representative for details. Plans to build out this project as proposed are subject to change without notice. SLO Ranch Realty, Inc DRE #00850027. DATE: October 1, 2020#1046-14-RS19 SAN LUIS RANCH - SAN LUIS OBISPO, CAA10RED COLOR SCHEME PLAN 5 - FARMHOUSE DATE: October 1, 2020#1046-14-RS19 SAN LUIS RANCH - SAN LUIS OBISPO, CAA11WHITE COLOR SCHEME PLAN 5 - CRAFTSMAN Froom APPROX. 2,014 SQ FT / 3 BEDS / 2.5 BATHS / OPTION: 1ST FLOOR EN-SUITE, ADU, 2ND FLOOR BALCONY, CORNER LOT, COVERED PATIO APPROX. 2,170 SQ FT / 3 BEDS / 2.5 BATHS / OPTION: 1ST FLOOR ADU / 2ND FLOOR 4TH BED & ADU, 2ND FLOOR BALCONY FARMHOUSE CRAFTSMAN DRE#01266964 | 30 Years of Excellence on the Central Coast | www.CoastalCommunityBuilders.com BISHOP – PLAN 5 In an eort to meet consumer expectations, Coastal Community Builders reserves the right to make changes or modications to maps, plans specications, materials, features, and colors without notice. All renderings are artist conceptions and are not intended to be literal depictions of the buildings, fences, walks, driveways or landscaping. Special wall and window treatments, upgraded oor coverings, softscape, hardscape, landscape, and other items featured in and around the model homes are decorator suggested and not included in the purchase price. Residents are automatically included in the Homeowners’ Association and are subject to Special Assessments and Community Facility Fees. Ask your Sales Representative for details. Plans to build out this project as proposed are subject to change without notice. GREAT ROOM ENTRY POWDER KITCHEN DININGDINING COVERED PORCH ADU 2-CAR GARAGE MAIN BED OPTIONAL BALCONY BATHBENCH GROUND FLOOR WITH OPTIONAL EN-SUITE GROUND FLOOR WITH OPTIONAL ADU PLAN 5 - GROUND FLOOR SECOND FLOOR W.I.C. W.I.C. BED 2 HALL BED 3 LAUNDRY BATH BATH BATH EN-SUITE REFLINENW D REFDW W.I.C. Approx. 2,014 Sq. Ft. 3 Bedroom 2.5 Bathroom Optional Ground Floor En-Suite Optional ADU ?½È³®v¨Ů®$¨³³Àv¨³®â Corner Lot Covered Patio FIRST FLOOR SECOND FLOOR PLAN 5 RELEVANT WORK - CITY OF SLO CITY BEAUTIFICATION :: BANNER SERIES 1 – 5 The City of San Luis Obispo Promotional Coordinating Committee contracted us for five series of banners - one for each season, plus a series for the Fourth of July. The content ranged from city landmarks and local celebrations to abstract depictions of the city and things to do in SLO. The series rotate throughout the year and can be found in the Downtown core, in the Monterey St. corridor, and in the Railroad District. SERIES 1 SERIES 2 SERIES 3 SERIES 4 SAN LUIS OBISPOHABITAT SAN LUIS OBISPOCOMMUNITY SAN LUIS OBISPOMISSION SAN LUIS OBISPOCULTURE SAN LUIS OBISPOHERITAGE SAN LUIS OBISPOPRIDE NOCHEBUENA UMOJA L’CHAIM! SERIES 5 RELEVANT WORK - CITY OF SLO CITY BEAUTIFICATION :: PARKING KIOSK WRAPS & PARKLET DRAPES Captivated by the representation of local landmarks and culture, the City of San Luis Obispo contracted us to adapt our first banner series artwork for several parking kiosks in the downtown area. As businesses moved their operations outside during the COVID-19 pandemic, we were asked to create a series of temporary parklet barriers drapes that would bring additional vibrancy to the streets of Downtown SLO. The designs borrowed from the color palettes of the first and second banner series and featured patterns inspired by cultures found in San Luis Obispo. PARKLET DRAPESPARKING KIOSK WRAPS CLIENT SHOWCASE - SLO POLICE DEPARTMENT - PUBLIC AFFAIRS For the past four years, we have been entrusted with creating the collateral for the annual neighborhood outreach programs through the SLO Police Department. Each year, we craft messaging and a color palette that is on-trend and resonates with incoming freshmen at Cal Poly to convey messaging about being safe and a good neighbor while in San Luis Obispo. The Halloween and St. Patrick's Day campaign posters are adapted for use on social media and in the Cal Poly University Union Internal digital displays. GOOD NEIGHBOR How to be a RELEVANT WORK - PG&E AT DIABLO CANYON POWER PLANT (DCPP) :: COMMUNICATIONS SUPPORT For over a decade we have worked with several departments within PG&E to provide materials for their communications teams, Power Generation teams, Employee Concerns Program, among others. Our work has included brochures for the public, newsletters, email templates, infographics, banners, logos, illustrations, and much more. 807 PG Employees 66 78 Decom Employees 58 High and significant hazard dams 169 25 FERC licenses Megawatts of Fossil capacity 1,400 Vehicles equipped with Telogis safety system264 7.6 Million Miles driven by PG employees Acres of land in the Land Conservation Commitment $20 Million CEMA drought related hazardous tree removal spend (2016–2019) 122,000 1.2 million Homes Helms Pumped Storage Plant can power at full capacity 1,954 Days at HBPP decommissioning without a lost time injury Megawatts of utility owned solar generation capacity 152 80% of PG&E’s power mix from non-carbon emitting sources 14% of customer load that is served by large hydro 230 Hydro license requirements 2 million Acre-feet of Hydro storage capacity 4.3 million Natural gas customer accounts 5.3 million Electric customer accounts 66 Hydroelectric powerhouses 18,466 Circuit miles of electric transmission lines 106,681 Circuit miles of electric distribution lines 100 ft 110 ft Deep and Diameter HBPP excavation 6,243 Shipments of waste from HBPP decommissioning project DATA AT END OF 2017 PG&E by the Numbers 106 Hydroelectric units 34,496 Gigawatt hours delivered by UOG Dams 250,00059,000 Educators reached every year with our Hydro Public Safety Message Students reached every year with our Hydro Public Safety Message 3,892 Megawatts of hydro capacity 416 173 Miles of water conveyance, comprised of Miles of canals 131 4 Miles of tunnels Miles of natural waterways 43 Miles of flumes 65 Miles of penstocks/pipes 154 Planned Hydro and Fossil outages in 2018 142,000 1905 Year PG&E was formed Average age, in years, of Hydro fleet Linear feet of Hydro area protected via fencing and gating 2GENERATION OPERATING PLAN 2018-2022 9 2. Investing in Job Quality & Workforce Continuity: SMART Goals #9-13 Goal #9 DESCRIPTION: Provide competitive wages and benefits, benchmarked to the industry average for the region as follows: The median base salary of a DCPP employee is $127,858 as compared to a median wage in the county of $90,158. STATUS: This goal was achieved. The 2024 media base salary for a DCPP employee was $158,163, compared to the median wage in San Luis Obispo County was $93,398, per the US Census Bureau. Goal #10 DESCRIPTION: Host two annual hiring events including DCPP’s union partners, site service contractor and their union partners, as well as other DCPP vendors. The event will include bilingual staff to ensure all local community segments are reached. PG&E will work with local minority group organizations to participate in the event. The goal will be to increase attendance by 10% for all future fairs. Events may be hosted in collaboration with existing hiring fairs in order to ensure greater attendance. STATUS: This goal was achieved by hosting a DCPP- specific job fair on October 10, the fair was directly tied to the hiring for both of DCPP’s 2025 maintenance and refueling outages as well as the anticipated attrition from the retention period that concluded at the end of 2024. In addition to PG&E’s HR and outage hiring team, the fair was attended by representatives from DCPP’s Integrated Service Supplier, Westinghouse, Western States Carpenters union, IBEW 639, Laborer’s International Union of North America (Local 220), Engineers and Scientists of California (ESC), Metro 12 Goal #13 DESCRIPTION: Within six months of the delivery of the final CBP, staff will coordinate with RideShare and develop a formal DCPP Transportation Assistance Program brochure to distribute to all DCPP employees and for inclusion in DCPP’s new hire orientation program and maintenance and refueling outages planning team. STATUS: This goal was achieved as PG&E staff finalized a DCPP Transportation Assistance Program brochure during the first quarter of the year and have been using it to communicate the program to employees and contractors. The brochure is being used for New Coworker Orientation as well as through all DCPP marketing channels. and has an event scheduled with Rideshare onsite at DCPP in advance of the Spring outage to promote the program. A total of $14,773 in subsidies was paid in 2024. Additionally, in late 2024 DCPP unveiled 28 new electric vehicle (EV) charging stations, bringing the grand total of 58 EV spots onsite. DCPP is committed to incentivizing carpooling and vanpooling to assist in the reduction of carbon emissions and air pollution. THANK YOU! T 805-550-0900 W BADGERBRANDING.COM