Agenda Special Meeting Board Of

AGENDA SPECIAL MEETING BOARD OF DIRECTORS ORANGE COUNTY WATER DISTRICT 18700 Ward Street, Fountain Valley, CA (714) 378-3200 Friday, March 28, 2014 – 12:10 p.m., Conference Room C-2

PLEDGE OF ALLEGIANCE

ROLL CALL

VISITOR PARTICIPATION

Members of the audience wishing to address the Board on items of interest to the public are requested to identify themselves. If the matter on which they wish to comment is an Agenda item, the visitor will be called on when that matter comes up for consideration on the Agenda. If the item is on the Consent Calendar, it will be removed from the Consent Calendar for separate consideration. Visitors are requested to limit comments to three minutes.

MATTERS FOR CONSIDERATION

1. LEGISLATION UPDATE - ASSEMBLY BILL 2712

RECOMMENDATION: Adopt the following position: AB 2712 (Daly) - Oppose unless Amended

2. ASSEMBLY BILL 2712 – PUBLIC RELATIONS ASSISTANCE

RECOMMENDATION: Authorize the ad-hoc Executive Committee to select a public relations firm to assist the District with AB 2712 issues and other potential legislation; and authorize the General Manager to negotiate terms and conditions and execute Agreement with the selected firm

ADJOURNMENT

Agenda Posting: In accordance with the requirements of California Government Code Section 54954.2, this Agenda has been posted in the main lobby of the Orange County Water District, 18700 Ward Street, Fountain Valley, CA not less than 24 hours prior to the special meeting date and time above. All written materials relating to each agenda item are available for public inspection in the office of the District Secretary. Backup material for the Agenda is available at the District offices for public review and can be viewed online at the District’s website: www.ocwd.com. Accommodations to the Disabled: Pursuant to the Americans with Disabilities Act, persons with a disability who require a disability-related modification or accommodation in order to participate in a meeting, including auxiliary aids or services, may request such modification or accommodation from the District Secretary at (714) 378- 3233, by email at [email protected] by fax at (714) 378-3373. Notification 24 hours prior to the meeting will enable District staff to make reasonable arrangements to assure accessibility to the meeting. Availability of Agenda Material: As a general rule, agenda reports or other written documentation has been prepared or organized with respect to each item of business listed on the agenda, and can be reviewed at www.ocwd.com. Copies of these materials and other disclosable public records distributed to all or a majority of the members of the Board of Directors in connection with an open session agenda item are also on file with and available for inspection at the Office of the District Secretary, 18700 Ward Street, Fountain Valley, California, during regular business hours, 8 a.m. to 5 p.m., Monday through Friday. If such writings are distributed to members of the Board of Directors on the day of a Board meeting, the writings will be available at the entrance to the Board of Directors meeting room at the Orange County Water District office.

1 AGENDA ITEM SUBMITTAL

Meeting Date: March 28, 2014 Budgeted: No Budgeted Amount: N/A To: Board of Directors Cost Estimate: N/A Funding Source: N/A Program/Line Item No.: N/A From: Mike Markus General Counsel Approval: N/A Engineers/Feasibility Report: N/A Staff Contact: R. Ennis CEQA Compliance: N/A

Subject: LEGISLATION UPDATE - ASSEMBLY BILL 2712

SUMMARY

Assembly Bill (AB) 2712, authored by Assembly member Tom Daly and co-authored by Senator Lou Correa, substantially constrains OCWD’s existing authority and autonomy to remediate local groundwater contamination and its ability to seek cost recovery from polluters for cleanup projects.

Attachment(s):  AB 2712 (Daly)  Proposed District Act Amendment

RECOMMENDATION

Adopt the following position: AB 2712 (Daly) - Oppose unless amended.

DISCUSSION/ANALYSIS

The Orange County Water District (“OCWD” or the “District”) is an independent special district, created by an act of the California Legislature in 1933 and is the sole groundwater manager of the vast basin that underlies north and central Orange County. Under the OCWD Act, the District has broad tools to manage groundwater quality and supply in the best interests of the 2.4 million residents it serves.

Section 8(b) of the OCWD Act, authorizes the District to perform any cleanup, abatement or remedial work to prevent, abate or contain any threatened or existing groundwater pollution or contamination. The cleanup work can be performed either directly by OCWD or contract out, and may be commenced regardless of whether the polluter has already begun its own cleanup activities.

Section 8(c) of the OCWD Act provides that the District may sue to recover the reasonable costs of cleanup from the polluter causing the contamination; and, if OCWD seeks recovery, the need for the cleanup and the reasonableness of the costs incurred by the District are presumed in favor of OCWD.

Assembly Bill (AB) 2712, by Assemblymember Tom Daly, indirectly repeals sections 8(b) and 8(c) of the OCWD Act and creates extraordinary barriers for OCWD to fulfill its duties to the region prescribed by the California Legislature under its Act.

Under AB 2712, OCWD would be prohibited from implementing a remediation project to clean up groundwater contamination located in OCWD’s service area unless OCWD submitted a plan to the California Department of Toxic Substances Control (DTSC), the Regional Water Quality Control Board (presumably the Santa Ana Regional Water Quality Control Board), or a “certified unified program agency”, and received review and approval from that respective agency. Moreover, OCWD would be barred from seeking cost recovery from polluters unless the cleanup plan was reviewed and approved by one of these agencies.

AB 2712 would add significant delay to cleanup efforts. Based upon information available to the District, DTSC approval of a District cleanup plan would likely take a minimum of two years. Moreover, though the proposal is a state mandated program, AB 2712 fails to provide any funding for the process it requires, finding instead that OCWD must raise any necessary fees and costs for implementation from its ratepayers.

Additionally, AB 2712 is written broadly and encompasses virtually every remediation project imaginable. Any remediation project that is conducted, authorized, or contracted for by OCWD would be subject to the process provided in AB 2712. This would include emergency remediation projects, minor remediation projects, and routine remediation projects. AB 2712 fails to provide for any exceptions and does not attempt to distinguish between remedial projects subject to its extensive regulatory process by size, scope or nature. As such, OCWD would be barred by law from engaging in any remedial cleanup activity unless it secured plan review and approval prior to initiation. The failure to provide any exception in the interest of public health or safety is indicative of the haphazard construction of AB 2712.

AB 2712 singles out OCWD as perhaps the only local water agency in California that is prohibited from cleaning up pollution without first submitting a plan and seeking its review and approval from a state agency. AB 2712 would require OCWD to follow new, unknown and untested administrative procedures for groundwater cleanup projects thereby providing new opportunities for polluters seeking to delay important groundwater contamination cleanup to challenge projects utilizing a variety of procedural mechanism.

If passed into law, AB 2712 would have a significant negative impact on groundwater quality, water supply costs, water supply reliability and public health. AB2712 would add unnecessary additional regulatory burdens and costs, and grind even basic and routine remedial activities to a halt, while providing ratepayers little to no benefit.

california legislature—2013–14 regular session

ASSEMBLY BILL No. 2712

Introduced by Assembly Member Daly (Principal coauthor: Senator Correa)

February 21, 2014

An act to add Chapter 6.655 (commencing with Section 25268.1) to Division 20 of the Health and Safety Code, relating to hazardous materials.

legislative counsel’s digest AB 2712, as introduced, Daly. Hazardous materials: Orange County Water District. (1) Under existing law, the Site Designation Committee in the California Environmental Protection Agency is authorized to designate an administering agency for oversight of a remedial action to a hazardous substance release. Existing law requires the administering agency to supervise the site investigation and remedial action conducted by the responsible party and, upon determining that the site investigation and remedial action has been satisfactorily completed, to issue a certi®cate of completion to the responsible party. This bill would impose requirements on the Orange County Water District when conducting a remediation project at a hazardous waste release site located in the district and would prohibit the district from implementing a remediation project unless the plan for the proposed remediation project is approved pursuant to the speci®ed procedures. The bill would require the district to develop a plan for a proposed remediation project and to submit the plan, for review and approval, to the Department of Toxic Substances Control, a California regional water quality control board, or a certi®ed uni®ed program agency, as speci®ed.

AB 2712 Ð 2 Ð

If the regulatory agency does not approve the plan, the bill would allow the district to submit the plan to the site designation committee for review. The site designation committee would be required to disapprove the plan, approve the plan, or conditionally approve the plan. If the regulatory agency disapproves the plan and the plan is not submitted for review, or if the site designation committee disapproves the plan, the bill would prohibit the district from seeking cost recovery from a responsible party for the hazardous materials release site pursuant to speci®ed state and local laws. The bill would also prohibit the district from seeking that cost recovery with regard to the parts of a conditionally approved plan that were revised or deleted by the site designation committee. The bill would impose a state-mandated local program by requiring the district and a certi®ed uni®ed program agency to take speci®ed actions. (2) The bill would declare that a special law is necessary and that a general law cannot be made applicable within the meaning of Section 16 of Article IV of the California Constitution. (3) The California Constitution requires the state to reimburse local agencies and school districts for certain costs mandated by the state. Statutory provisions establish procedures for making that reimbursement. This bill would provide that with regard to certain mandates no reimbursement is required by this act for a speci®ed reason. With regard to any other mandates, this bill would provide that, if the Commission on State Mandates determines that the bill contains costs so mandated by the state, reimbursement for those costs shall be made pursuant to the statutory provisions noted above. Vote: majority. Appropriation: no. Fiscal committee: yes. State-mandated local program: yes.

The people of the State of California do enact as follows: line 1 SECTION 1. Chapter 6.655 (commencing with Section line 2 25268.1) is added to Division 20 of the Health and Safety Code, line 3 to read:

Ð 3 Ð AB 2712

line 1 Chapter 6.655. Orange County Water District line 2 Remediation line 3 line 4 25268.1. For purposes of this chapter, the following terms shall line 5 have the following meanings: line 6 (a) ªCUPAº means a certi®ed uni®ed program agency certi®ed line 7 to implement the uni®ed program pursuant to Chapter 6.11 line 8 (commencing with section 25404). line 9 (b) ªDepartmentº means the Department of Toxic Substances line 10 Control. line 11 (c) ªDistrictº means the Orange County Water District, line 12 established pursuant to the Orange County Water District Act line 13 (Chapter 924 of the Statutes of 1933). line 14 (d) ªHazardous materials release siteº has the same meaning as line 15 de®ned in subdivision (e) of Section 25260. line 16 (e) ªPlanº means the plan for the proposed remediation project line 17 submitted to the regulatory agency pursuant to Section 25268.2. line 18 (f) ªRegional boardº means a California regional water quality line 19 control board. line 20 (g) ªRegulatory agencyº or ªappropriate regulatory agencyº line 21 means the department, or the CUPA or the regional board that is line 22 responsible for overseeing the implementation of a remediation line 23 project by the district. line 24 (h) ªRemediation projectº means a project that consists of either, line 25 or both, of the following: line 26 (1) A remedial action, as de®ned in subdivision (g) of Section line 27 25260. line 28 (2) A site investigation, as de®ned in subdivision (i) of Section line 29 25260. line 30 (i) ªResponsible partyº means a person described in subdivision line 31 (a) of Section 25323.5 of this code or subdivision (a) of Section line 32 13304 of the Water Code. line 33 (j) ªSite designation committeeº means the committee line 34 established pursuant to Section 25261. line 35 25268.2. (a) The district shall comply with the requirements line 36 of this chapter when conducting a remediation project at a line 37 hazardous materials release site located in the district and shall line 38 not implement a remediation project unless the plan for the line 39 proposed remediation project is approved by the appropriate

AB 2712 Ð 4 Ð

line 1 regulatory agency pursuant to this section or by the site designation line 2 committee pursuant to Section 25268.3. line 3 (b) If the board of the district elects to implement a remediation line 4 project, the board shall approve the remediation project and notify line 5 the appropriate regulatory agency that will be overseeing the line 6 district's implementation of the remediation project. line 7 (c) The district shall develop a plan for the proposed remediation line 8 project and shall submit the plan for the proposed remediation line 9 project to the appropriate regulatory agency, for review and line 10 approval by the appropriate regulatory agency. line 11 (d) (1) If the regulatory agency does not approve the plan, the line 12 regulatory agency and the district shall promptly meet and confer line 13 to resolve the regulatory agency's objections. line 14 (2) If, after conducting the meeting speci®ed in paragraph (1), line 15 the regulatory agency does not approve the plan, the district may line 16 submit the plan for the proposed remediation project to the site line 17 designation committee for review pursuant to Section 25268.3. line 18 (3) If the district does not submit the disapproved plan to the line 19 site designation committee, the district shall not seek cost recovery line 20 from a responsible party for the hazardous materials release site line 21 pursuant to the provisions speci®ed in paragraphs (1) to (3), line 22 inclusive of subdivision (a) of Section 25268.4. line 23 25268.3. (a) The site designation committee shall review a line 24 plan submitted to it for a proposed remediation project pursuant line 25 to the procedures speci®ed in this section. line 26 (b) The district and the regulatory agency may present any line 27 relevant information to the site designation committee and shall line 28 be given a reasonable opportunity to be heard. line 29 (c) After reviewing the plan, the site designation committee line 30 shall take one of the following actions, impartially and by a line 31 majority vote: line 32 (1) Disapprove the plan. line 33 (2) Approve the plan. line 34 (3) Conditionally approve the plan. The proposed conditions line 35 may require the district to revise the plan to delete any part of the line 36 plan to which the regulatory agency objected. line 37 25268.4. (a) If the site designation committee disapproves the line 38 plan pursuant to paragraph (1) of subdivision (c) of Section line 39 25268.3, the district shall not seek cost recovery from a responsible

Ð 5 Ð AB 2712

line 1 party for the hazardous materials release site pursuant to any of line 2 the following: line 3 (1) Division 7 (commencing with Section 13000) of the Water line 4 Code. line 5 (2) Chapter 6.5 (commencing with Section 25100), Chapter 6.7 line 6 (commencing with Section 25280), Chapter 6.75 (commencing line 7 with Section 25299.10), or Chapter 6.8 (commencing with Section line 8 25300). line 9 (3) Any other state or local law imposing liability for cleanup line 10 of releases of hazardous materials. line 11 (b) If the site designation committee deletes any part of the plan line 12 as a condition for approval, pursuant to paragraph (3) of line 13 subdivision (c) of Section 25268.3, and the district proceeds with line 14 the project as conditionally approved, the district shall not seek line 15 cost recovery from a responsible party for the hazardous materials line 16 release site pursuant to the provisions speci®ed in paragraphs (1) line 17 to (3), inclusive, of subdivision (a), with regard to the parts of the line 18 plan that were revised or deleted by the site designation committee. line 19 SEC. 2. The Legislature ®nds and declares that a special law line 20 is necessary and that a general law cannot be made applicable line 21 within the meaning of Section 16 of Article IV of the California line 22 Constitution because the Department of Toxic Substances Control, line 23 the California regional water quality control board, and the certi®ed line 24 uni®ed program agency for the County of Orange have provided line 25 and continue to provide oversight for groundwater cleanups at line 26 many sites in north and central Orange County, and the Orange line 27 County Water District has undertaken investigations and planning line 28 for several potential groundwater cleanup projects covering large line 29 parts of those same areas, creating the potential for con¯icting and line 30 inconsistent regulation of businesses and landowners in those parts line 31 of Orange County that may be responsible for conducting line 32 groundwater investigations and cleanups at their sites. line 33 SEC. 3. No reimbursement is required by this act pursuant to line 34 Section 6 of ArticleXIII B of the California Constitution for certain line 35 costs that may be incurred by a local agency or school district line 36 because, in that regard, a local agency or school district has the line 37 authority to levy service charges, fees, or assessments suf®cient line 38 to pay for the program or level of service mandated by this act, line 39 within the meaning of Section 17556 of the Government Code.

AB 2712 Ð 6 Ð line 1 However, if the Commission on State Mandates determines that line 2 this act contains other costs mandated by the state, reimbursement line 3 to local agencies and school districts for those costs shall be made line 4 pursuant to Part 7 (commencing with Section 17500) of Division line 5 4 of Title 2 of the Government Code.

SECTION 8 OF THE OCWD ACT

(with proposed amendment requiring NCP compliance prior to filing suit for cost recovery)

Sec. 8. (a) The district may conduct any investigation of the quality of the surface and groundwaters within the district which the district determines to be necessary and appropriate to determine whether those waters are contaminated or polluted.

(b) The district may expend available funds to perform any , cleanup, abatement, or remedial work required under the circumstances which, in the determination of the board of directors, is required by the magnitude of the endeavor or the urgency of prompt action needed to prevent, abate, or contain any threatened or existing contamination of, or pollution to, the surface or groundwaters of the district. This action may be taken in default of, or in addition to, remedial work by the person causing the contamination or pollution, or other persons. The district may perform the work itself, by contract, or by or in cooperation with any other governmental agency.

(c) If, pursuant to subdivision (b), the contamination or pollution is cleaned up or contained, the effects thereof abated, or in the case of threatened contamination or pollution, other necessary emergency, removal or remedial action is taken, and the district takes action in accordance with subdivision (d) below, the person causing or threatening to cause that contamination or pollution shall be liable to the district to the extent of the reasonable costs actually incurred in cleaning up or containing the contamination or pollution, abating the effects of the contamination or pollution, or taking other remedial action, and the reasonable costs of compliance with subdivision (d) below. The amount of those costs, together with court costs and reasonable attorneys’ fees, shall be recoverable in a civil action by, and paid to, the district. In any such action, the necessity for the cleanup, containment, abatement, or remedial work, and the reasonableness of the costs incurred therewith, shall be presumed, and the defendant shall have the burden of proving that the work was not necessary, and the costs not reasonable.

(d) In order to obtain cost recovery by legal action or proceeding on or after January 1, 2015 to recover the costs of cleaning up or containing contamination, abating the effects of the contamination or pollution, or taking other emergency, removal or remedial action, the district shall: (i) provide notice of such action to the office of the Regional Water Quality Control Board and the Department of Toxic Substances Control for the region in which such action shall be taken, and (ii) comply with the requirements for consistency with the National Contingency Plan (40 C.F.R. Part 300) that would apply to the State of California if it were seeking to recover costs under the Comprehensive Environmental Response Compensation and Liability Act (42 U.S.C. §9607(a)(4)(A)) or the Hazardous Substance Account Act, Health and Safety Code §§ 25300, et seq.

131/022499-0020 6834656.2 a03/27/14a03/27/14a05/03/13

AGENDA ITEM SUBMITTAL

Meeting Date: March 28, 2014 Budgeted: No Budgeted Amount: N/A To: Board of Directors Cost Estimate: To Be Determined Funding Source: N/A Program/Line Item No.: N/A From: Mike Markus General Counsel Approval: N/A Engineers/Feasibility Report: N/A Staff Contact: E. Torres CEQA Compliance: N/A

Subject: ASSEMBLY BILL 2712 – PUBLIC RELATIONS ASSISTANCE

SUMMARY

Per previous Board direction staff has solicited Request for Qualifications from public relations type firms. The District could use the assistance of a public relations firm to address issues with the introduction of legislative bills, AB 2712 (Daly), SB 1362 (Correa) and SB 1390 (Correa), and with OCWD’s current litigation regarding groundwater contamination clean-up projects.

Attachment(s): Request for Qualifications received:  Cerrell and Associates  Communications Lab  Hill + Knowlton Strategies  Mercury  Perry Communications Group, Inc.

RECOMMENDATION

Authorize the ad-hoc Executive Committee to select a public relations firm to assist the District with AB 2712 issues and other potential legislation, and authorize the General Manager to negotiate terms and conditions and execute Agreement with the selected firm.

DISCUSSION/ANALYSIS

Assembly Bill 2712 would negatively impact how the groundwater basin is managed. The bill’s proponents are garnering support and actively processing and pushing the bill through the Sacramento legislative process. Public relations services are needed to help combat negative and misinformation being disseminated by the proponents of the bills. These services include, but are not limited to:

1. Outlining and executing a strategy and rationale to communicate about the District’s past and future actions regarding its approach to groundwater contamination clean up;

2. Working closely with the District’s groundwater clean-up ad hoc committee, executive staff, legislative consultants, Producers, legislators and attorneys to create and disseminate truthful and persuasive messages, agreed-upon by the Board and/or executive management; 3. Building coalitions to help support the District’s solution to cleaning up groundwater contamination; 4. Creating all collateral material related to the projects, including, but not limited to, presentations, facts sheets, web pages, social media feeds, e-mail notifications, briefings, direct mail, video, ads, and media advisories; 5. Implementing a speakers bureau and related database enhancements and maintenance; and 6. Media outreach

The RFQ for public relations services was posted on the OCWD website and distributed to the following local and Sacramento based firms. Firms that responded are listed in the table below.

FIRMS RESPONDED Phelps Agency Ogilvy Agincourt Cerrell and Associates  Mercury  Hill + Knowlton Strategies  Silver Public Relations Edelman Communications Lab  Porter Novelli Perry Communications Group, Inc. 

In addition to AB 2712 the District may need outside public relations support regarding SB 1362 (Correa), SB 1390 (Correa), and OCWD’s current litigation regarding groundwater contamination clean-up projects.

Because some or all of these bills will be scheduled for legislative committee hearings in the next few weeks, there is insufficient time to allow the entire Board to schedule interviews with the public relations firms, and then agendize the selection of the firm at a regular or special Board meeting. For this reason, it is recommended that the Board delegate to the ad hoc Executive Committee the authority to select the public relations firm, and direct the General Manager to enter into an agreement with the selected firm. Staff anticipates that, if authorized by the Board, the ad hoc Executive Committee could conduct interviews and select a firm within approximately one week.

A' 320 North Larchmont Boulevard Los Angeles, California 90004 Phone: 323--466-3445 Fax: 323-466-8653 CERRELL* www.ccrrell.com

March 18, 2014

Eleanor Torres Director of Public Affairs Orange County Water District (714) 378-3268 [email protected]

Re: Request for Qualifications for Public Relations Services for the Orange County Water District (OCWD)

Dear Ms. Torres,

On behalf of Cerrell Associates, we are pleased to submit our response to the Orange County Water District (OCWD) Request for Qualifications (RFQ) for public relations services related to the introduction of potentially harmful legislative bills and OCWD's current litigation regarding groundwater contamination clean-up projects.

As requested, we have enclosed information about our team, including a detailed history and qualifications for work on this project. Founded in 1966, Cerrell has accumulated nearly five decades of experience working with high-profile government agencies, including many water districts and agencies throughout California. Our team of seasoned professionals possesses a ~ broad diversity of experience handling all levels of communications and outreach for clients in I difficult and often highly controversial situations. For this effort, we have partnered with Denis Wolcott of the Wolcott Company, for his extensive experience in Southern California water issues, including outreach activities surrounding contamination, groundwater recharge and rate hikes.

The Cerrell team understands the challenges and opportunities facing OCWD. Having worked on many legislative projects for other water agencies, we are intimately familiar with the messages, outreach strategies and tactics, as well as stakeholder groups that are critical to the success of this program. We are confident that, given our team's specific skill sets and our range of experience, we would be the ideal choice for OCWD's current needs.

Thank you for the opportunity to respond to this RFQ for OCWD, and we look forward to further discussing how we can support the District and its public relations needs. Please do not hesitate to contact us with any questions or concerns at (323) 466-3445.

Sincerely, ...------·------( ~ -----:> '---~~--~~---===-s 67'-~A ~;;p~~- Sean Rossall Brandon Stepnenson Vice President Vice President Overview

Since 1933, the Orange County Water District (OCWD) has been charged with protecting the county's water rights, managing the groundwater basin that supplies water to more than 20 cities and water agencies, serving 2.4 million Orange County residents. The District strives to ensure that the people and communities it serves have continuous access to a safe and reliable high-quality water supply.

In its quest to provide safe water for those who live and work in Orange County, OCWD has had to battle with businesses that have contaminated water sources throughout the county in order to effectively clean up these affected areas. Recently, OCWD has come under increased fire from legislators and the business community who have become increasingly unhappy with this approach. Specifically, three legislative bills have been introduced in Sacramento that would have a profound impact on the District's ability to effectively serve its customers.

In addition, the Orange County Business Council and its members have been vocally attacking the District, which has produced a very negative image of the OCWD, in the press, as well as in the minds of government officials and the public.

To combat these legislative efforts and to reestablish the District's reputation in the county, it is necessary to immediately engage in an aggressive public education campaign to combat the false information communicated about the District and its efforts, and position the District as an essential partner with the communities it serves. Using a multi-pronged approach of targeted outreach and media engagement will allow the District to surround decision-makers and stakeholders with its messages, demonstrating its commitment to serving Orange County residents and businesses, and branding it as a community partner. Based on our extensive experience with similar issues and li projects, we believe the Cerrell team is the ideal candidate for this effort. The Cerrell team has been a leader in providing public affairs, public relations, outreach and strategic counseling to water agencies throughout California. Our team has developed and implemented extensive and multifaceted communications and outreach programs for clients in the water arena facing some of the most challenging and complex policy and legislative issues possible. We understand and are fully equipped with the strategic tools, knowledge and understanding of the key stakeholder groups that the OCWD needs to engage and educate on the importance of the District's work.

We pride ourselves on understanding the distinctive needs of our clients and the diverse audiences they need to reach. Rather than a one-size fits all approach to communications and outreach, we believe that a team of experts, who understand and can authentically communicate with key stakeholders, is critical to success.

What further uniquely qualifies this team to provide the outreach and communications services that OCWD is requesting is our geographical expertise. Beyond simply understanding water policy, we are experts at communicating with the players and communities that are critical to the success of this effort. With long-standing and deep-rooted relationships with the key players throughout Southern California, we have the knowledge needed to execute a successful coalition building and

2 communications campaign on behalf of OCWD. Cerrell currently works with the Anaheim City School District, providing media relations services and strategic communications counsel. We also provide crisis communications and ongoing public relations support for the St. Joseph Health System, with four branches in Orange County.

Moreover, we understand the climate OCWD is currently facing. We have developed and implemented strategic messaging, targeted stakeholder outreach and other communications efforts for numerous other government entities and organizations confronted with similar demands and obstacles. Cerrell recently supported the Huntington Beach Marketing and Visitors Bureau as the city faced harmful regulation from a regional air quality agency that would have devastated the city's tourism economy. Leading a large group of client and consultant teams, Cerrell developed and executed a comprehensive media relations and outreach plan to sway public opinion and stave off this harmful regulation. Ultimately, the regulator was forced to change course, and walk back the regulation that would have greatly harmed this Southern California city. As a result of outreach and advocacy efforts, an Assemblymember representing the area introduced a bill in the state legislature to support the protection of important local traditions, including fire rings.

For more than a year, we worked with the Mammoth Community Water District (MCWD) in its efforts to reach resolution with the Los Angeles Department of Water and Power (DWP) over water r rights. Similarly to OCWD, MCWD needed a way to cut through the clutter and articulate its L position clearly. Through a combined advocacy, media, digital and stakeholder outreach program, we were able to raise the discussion of MCWD's issues to senior leaders at DWP, and elevate the profile of the issue in the press and the community. This ultimately led to DWP dropping its lawsuit and reaching a settlement in MCWD's favor.

When the Los Angeles County Flood District (FCD) was challenged with a Supreme Court of the United States lawsuit regarding pollution in the Los Angeles and San Gabriel rivers, Cerrell provided media relations and crisis communications for the FCD. Cerrell worked closely with the department to develop key messaging, official statements, media advisories and press releases. The case earned national, statewide and regional coverage in print and television outlets across the area.

. Beyond the examples above, the team has provided successful communications and outreach I . services for numerous water agencies and organizations, including the Water Replenishment District (WRD) of Central Basin Municipal Water District, West Basin Municipal Water District, Inland Empire Utilities Agency, Chino Basin Watermaster, Main San Gabriel Basin Watermaster, Coalition for Regional Water Reliability, Suburban Water Systems, Maywood Mutual Water Company and the Metropolitan Water District. In each case, we have delivered measurable results that have advanced each client's goal. For WRD and Central/West Basin, Cerrell worked to prevent harmful legislation from being enacted in Sacramento.

Additionally, Cerrell has decades of experience conducting community outreach, communications and advocacy for groundwater, and hazardous waste site cleanup for clients including the McColl Site Group in Fullerton (1 0 years), Operating Industries Landfill in Montebello/Monterey Park, the Pasminco Smelter Site in Torrance plus other groundwater cleanup projects in Carson, Long Beach, Burbank and Torrance.

3 The Cerrell team brings an unmatched level of experience and skills that make us the best candidate to craft and provide a successful public relations and outreach campaign on behalf of OCWD. We have the expertise, knowledge and relationships necessary to ensure the OCWD is successful in effectively promoting its brand and messages to the public, while staving off harmful legislation.

Proposal Requirements

1. Staff members/partners in the firm

Cerrell Associates Cerrell currently has 19 employees on staff, including administrative staff, plus three owners.

The Wolcott Company Denis Wolcott, Founder and President

2. Credentials

Full biographies of all staff members and partners are attached. r l Cerrell Associates

Hal Dash, President and CEO • Bachelor of Arts, University of Massachusetts, Amherst • Master's in Communications, University of Massachusetts, Amherst • Member, past President, former member of the Board of Directors, Public Relations Society of America (PRSA), Los Angeles Chapter; accredited in Public Relations by PRSA • 2011 PRSA Public Affairs Professional of the Year • Board Member, and past Chair of World com Public Relations Group • Board of Directors, Los Angeles Area Chamber of Commerce • Board of Directors, California Council for Environmental and Economic Balance (CCEEB)

lisa Gritzner, President • Bachelor of Arts, California State University Sacramento • Harvard University Kennedy School of Government, Executive Program, Local Government • Board of Directors, Valley Industry & Commerce Association

Steve Bullock, Chief Financial Officer • Bachelor of Science, California State University, Northridge • Accounting Certificate, UCLA Extension • Member, PRSA, Los Angeles Chapter • Co-Treasurer, Operations Committee, Los Angeles County Business Federation

Fernando Chavez, Vice President, Local Government • Bachelor of Arts, University of California, Berkeley

4 • MPA, California State University, Long Beach • Board Member, Boys & Girls Clubs of Long Beach

Alisa Karlan, Vice President, Land Use • Bachelor of Science, University of Southern California • Board of Directors, Westside Urban Forum

Sean Rossall, Vice President, Media Relations & Crisis Communication • Bachelor of Arts, Occidental College • Master's in Public Relations, University of Southern California [ • Member, Worldcom Public Relations Group ) • Member, PRSA, Los Angeles Chapter J Brandon Stephenson, Vice President, Campaigns & Issues Management 1 I • Bachelor of Arts, Pitzer College • Graduate, Southern California Leadership Network's Leadership L.A. • Member, American Association of Political Consultants

Marc Mitchell, Director of Public Affairs • Bachelor of Arts, University of Northern Iowa • International Economics Certificate, Aalborg University, Denmark 1 • Delegate, California Democratic Party, 66 h Assembly District • Member, Redondo Beach Planning Commission

Alex Comisar, Public Affairs Manager • Bachelor of Arts, University of Southern California

Allison Ellingson, Senior Account Executive • Bachelor of Arts, University of California, Riverside

Samantha Foley, Senior Account Executive • Bachelor of Arts, University of Southern California

Tori Wender, Senior Account Executive • Bachelor of Arts, George Washington University • Member, National Women's Political Caucus- LA Westside

Anthony Chica, Account Executive • Bachelor of Arts, George Mason University

lauren lewow, Account Executive • Bachelor of Arts, University of California, Berkeley • Member, Junior League of Los Angeles

5 Mariesa Kubasek, Assistant Account Executive • Bachelor of Science, Santa Clara University

John Anderson, Account Coordinator • Bachelor of Arts, University of California, Los Angeles

libby Bradley, Account Coordinator • Bachelor of Arts, University of California, Los Angeles

Wolcott Company

Denis Wolcott, Founder and President • Bachelor of Arts, University of Southern California

' • Accredited in Public Relations j I • Past President, Current Assembly Delegate/Membership Chair, PRSA, Los Angeles Chapter • Two-term chair, California Water Awareness Campaign

3. Experience r For nearly five decades, Cerrell has been a leader in providing public affairs, public relations, L outreach and strategic counseling services to water agencies throughout California. Our team has developed and implemented extensive and multifaceted communications and outreach programs for clients in the water sector facing some of the most challenging and complex policy issues possible. We understand and are armed with the strategic tools, knowledge and understanding of the key stakeholder groups that the Orange County Water District (OCWD) needs to engage and educate on the District's approach to groundwater contamination clean-up.

Together, our team brings a wealth of combined knowledge and expertise in California water policy. We have the skills, demonstrated experience and track record of success that will ensure the OCWD can combat these potentially harmful legislative efforts and position itself positively throughout the areas it serves. . I ' Based in Long Beach, The Wolcott Company is one of California's foremost water policy experts. Under the leadership of Denis Wolcott, who for many years served as the communications manager for the Metropolitan Water District of Southern California and oversaw much of the water practice at Stoorza Communications, is sought after for his firm's ability to understand and effectively convey concise messages about intricate and often confusing policy issues.

Cerrell is composed of industry-leading communications professionals with a broad diversity of experience and skills. When assembling project teams to serve our clients, we bring together top in house talent across a range of specialty areas to ensure elite service in every aspect of our work. Our proposed team for this project is outlined below:

Team Organization and staffing details: Our team will be led by Sean Rossall, Cerrell's vice president of media relations and crisis communication, and Brandon Stephenson, the firm's vice president of campaigns and issues management. Hal Dash, Cerrell's Chairman and CEO will serve as overall

6 strategic counsel. Public Affairs Manager Alex Comisar and Senior Account Executive Tori Wender will provide support. Latino media and public outreach will be managed by Account Executive Anthony Chica and Account Coordinator John Anderson. To bring additional water expertise to our team, we have partnered with Denis Wolcott, Founder and President of the Wolcott Company. Denis is one of California's foremost water policy experts with extensive experience building coalitions, conducting media relations and managing crisis situations for water districts across the region.

Sean Rossall Vice President, Media Relations and Crisis Communication r With more than a decade of strategic communications experience, Sean provides the L. communications counsel, messaging, media relations and social media strategy that are the

. building blocks for winning public affairs and public relations campaigns. Having worked on . . numerous campaigns at every level, he possesses a keen ability to connect clients with messages I that resonate with target audiences. Sean has overseen numerous communications efforts on behalf of clients involved in water policy, conservation and the environment. Sean spearheaded Cerrell's communications efforts on behalf of the Mammoth Community Water District, Huntington Beach and for the Los Angeles County Flood District. In 2010, Sean oversaw all earned and social media efforts on behalf of Proposition 21-the State Parks Initiative. Prior to joining Cerrell, Sean r worked at Fiona Hutton & Associates, providing communications support to the Southern ! California Water Committee, the 2010 California Water Bond, State Water Contractors and many other water policy clients.

Brandon Stephenson Vice President, Campaigns and Issues Management Brandon specializes in developing winning strategic outreach plans and mobilizing client supporters to influence decision-makers and the media at the local, state and federal levels. For nearly a decade, Brandon has successfully managed political and public education campaigns, and launched grassroots advocacy and media relations activities for the firm's diverse clients. As part of Brandon's experience, he has provided strategic counsel, message, and collateral development and media relations services for Maywood Mutual Water Company #3 as it engaged the community in advance of its annual board meeting. Additionally, he has engaged political, business and community groups throughout Los Angeles County to build a statewide network of healthcare organizations.

Hal Dash Chairman & CEO Hal Dash, Chairman and CEO of Cerrell Associates, has been with the firm for more than 35 years and has managed and strategized with every water, energy and environment client the firm has represented. Hal has worked for the Water Replenishment District, Central Basin Municipal Water District, West Basin Municipal Water District, Mammoth Community Water District, Inland Empire Utilities Agency, Main San Gabriel Basin Watermaster, Coalition for Regional Water Reliability (MWD and 9 water agencies v. the Imperial Irrigation District and San Diego Water Agency), Suburban Water Systems and the Metropolitan Water District. For all of these water districts, Dash has helped to direct media relations, community outreach, collateral material production, advocacy and crisis management projects. He led the communications efforts for WRD and Central/ West

7 against hostile legislation in Sacramento which was defeated. For the past five years, Dash has been part of the Los Angeles Chamber and Metropolitan Water Districfs ACCESS DC lobbying trip to Washington, D.C. This is a lobbying trip to Capitol Hill on California water issues ranging from the Bay Delta Conservation Plan, to the California Water Bond, to issues of water quality and reliability. He also was the lead strategist in a bi-county (Los Angeles and Orange) effort on the Huntington Beach fire pit issue.

Alex Comisar Public Affairs Manager Alex brings years of experience with community outreach, coalition building alliance development and media relations to the team. Alex's ability to activate coalition members, deliver effective messaging and implement communications strategy make him a valued tactician for our clients. He possesses a particularly strong background in water and resource issues, having worked previously with the Southern California Water Committee, the State Water Contractors, the campaign supporting Proposition 21 and many others. Recently, Alex helped lead a full-scale advocacy, media relations and social media campaign to protect and preserve the Huntington Beach fire rings and highlight their importance to Southern California's unique culture and way of life. The campaign included an aggressive media campaign and coalition building with community members, public health and safety officials and environmental groups.

Tori Wender Senior Account Executive Tori specializes in strategic communications, campaign management and media relations for private and public sector clients. With a background in legislative and policy analysis on the campaigns for U.S. Senators and the President of the United States, Tori has developed a unique skill set and a keen ability to grasp complex issues and package them in an easily accessible manner. She has played a game-changing role on numerous campaigns nationwide, and excels in crafting messages that resonate with target audiences. Her efforts in building support for candidates and issues have resulted in news coverage in top tier outlets, editorial placements and campaign victories.

Anthony Chica Account Executive As an account executive at Cerrell, Anthony brings a wealth of knowledge in bilingual communications spanning several industries to the media relations and crisis communications team. He specializes in strategic messaging event coordination and Latino media. Anthony has developed critical communications strategies aimed at the Latino community to reach non-English speakers, giving him the ability to authentically and effectively communicate with diverse communities.

John Anderson Account Coordinator As an Account Coordinator at Cerrell Associates Inc., John specializes in bridging the gap between the familiar communication mediums and the new fast-paced and high-tech information sector. He is highly adept at looking at the bigger picture and performing tasks with the utmost efficiency and strategic value. John has an acute awareness of current affairs and future trends. His solution oriented approached is enhanced by thoughtful analysis and creative thinking.

8 Denis Wolcott Founder and President, Wolcott Company Denis has extensive experience in Southern California water issues, including outreach activities surrounding water contamination, water reclamation, water recycling, groundwater recharge, water quality, water budgets and rate hikes. As communications manager for the Metropolitan Water District of Southern California (MWD), Wolcott lead his team to win a national water industry award for public outreach. Denis managed a team that created and implemented a broad range of activities and materials on behalf of MWD and water agencies throughout the region. As a Vice President at Stoorza Communications, Denis' clients included the Water Replenishment District and Cadiz Inc. He was also media director and co-campaign manager for a very controversial stale ballot initiative concerning mobile home rents. Prior to entering public relations, Denis was a journalist who won multiple awards for coverage of water issues. ll IJ 4. History of the firm and specific experience Cerrell has developed and implemented extensive and multifaceted communications and outreach ' programs for clients in the water arena and on other major issues throughout Southern California, I> specifically in Orange County. We have the strategic tools, knowledge and understanding of the key stakeholder groups and public officials that need to be engaged and educated on the importance of f preserving OCWD's authority. With these skills, we can provide factual information about the t __ District's efforts and approach with regards to groundwater contamination clean-up.

Our team has worked with and for nearly every major water agency in the state. Agencies include the Central Basin Municipal Water District, West Basin Municipal Water District, the Water Replenishment District of Southern California, Mammoth Community Water District, Inland Empire Utilities Agency, Main San Gabriel Basin Watermaster, Coalition for Regional Water Reliability, Chino Basin Watermaster, Suburban Water Systems, the Los Angeles Department of Water and Power and the Metropolitan Water District. Our experience and relationships position us as the most qualified team to provide a comprehensive public relations and coalition building program to ~ OCWD.

' We have attached some of the collateral materials we created for similar programs as an appendix I to this proposal. Mammoth Community Water District Facing contentious litigation from the Los Angeles Department of Water and Power (LADWP), the Mammoth Community Water District turned to Cerrell to develop an outreach and advocacy campaign that would raise awareness about the issue and preserve the region's water rights. Cerrell launched a campaign aimed at educating targeted audiences, establishing the facts about Mammoth's water rights and promoting key messages throughout the community. The team engaged a broad coalition of elected officials, stakeholders and community members to support the campaign's goals and to provide a large chorus of vocal supporters for Mammoth. Our sustained advocacy, combined with an assertive and successful media campaign, led to LADWP dropping its lawsuit, and ultimately reaching a settlement agreement in Mammoth's favor. For our efforts, our campaign received a 2013 PRism Award from PRSA, Los Angeles, for Best Crisis Communications program.

9 City of Huntington Beach The city of Huntington Beach and many other Southern California coastal communities were confronted with the possible prohibition of their iconic beach fire rings by the South Coast Air Quality Management District (SCAQMD). The Huntington Beach Marketing and Visitor's Bureau retained Cerrell to launch an aggressive media, advocacy and community relations effort to protect and preserve the fire rings, and highlight their importance to Southern California's unique culture and way of life. Our team created a series of collateral materials to inform regional and national media, and to engage the community to support protecting the iconic fire rings. We staged a series of events to demonstrate the campaign's support in the community. This included driving supporters to public hearings and coordinating a supporter bonfire in Huntington Beach. Cerrell's strategy successfully prevented the SCAQMD from executing their outright ban on the beach fire. We garnered national media coverage in the New York Times and WallStreet)ournal for our activities. We were recognized nationally for our efforts in PR Daily. In addition, our team received a Visit California Poppy Award for the Best Public Relations Campaign.

California Alliance for Hospitality Jobs . ~. Diageo, the world's largest spirits producer, retained Cerrell to create a branded campaign to educate and engage the hospitality and tourism industry throughout the state of California in order to stop the state from imposing a new tax on distilled spirits. We created the California Alliance for Hospitality Jobs (www.savemycajob.com/california-hospitality), a statewide coalition of business owners, employees and supporters from a variety of hospitality businesses united around promoting and ensuring the health of the industry. Through a comprehensive outreach and education effort, we built the coalition to more than 1,500 members. We branded our campaign with an active website and used collateral materials, such as placards and signs for businesses to further enhance the reach of our activities. Through mobilization and an intense media effort, including a robust letter-writing campaign, we successfully prevented a harmful piece of legislation from progressing beyond the committee stage in the state legislature.

Los Angeles County Department of Public Works/Los Angeles County Flood Control District Cerrell works with the Los Angeles County Department of Public Works (DPW) on its Conversion Technology program by engaging local and statewide elected officials and educating stakeholder groups on the importance of these advanced technologies. Cerrell team members have been intimately involved in the development and deployment of the RENEW LA project, a 20-year blue print for the Bureau of Sanitation, which included 12 specific motions for Council approval and an overarching policy mandate to reach Zero Waste. Cerrell is currently providing communications and outreach strategy for DPW on SB 498 (Lara, D-Long Beach) on putting conversion technology language into the California Resources Code.

Cerrell continues to work with DPW and the Los Angeles County Flood Control District (FCD) on stormwater and National Pollutant Discharge Elimination System (NPDES) issues, including various catch-basin projects. In 2012 Cerrell provided DPW with strategic counsel, media relations and crisis communications services on the Supreme Court case Los Angeles County Flood Control District v. Natural Resources Defense Council and Santa Monica Bay Keepers. Cerrell also represented the Los Angeles Stormwater Quality Partnership, a coalition of cities focused on

10 improving stormwater quality through constructive and collaborative efforts. Cerrell conducted research and provided strategic communications and outreach counsel.

As noted above, Cerrell takes great pride in our work for small and large water agencies, particularly in combatting hostile local and statewide legislation/proposals intended to usurp local agencies' ability to carry out their duties and responsibilities. Our outreach and communications work for WRD, Central/West Water Basin; the Los Angeles Department of Water and Power, Three Valleys Water District, Cayuegas Water District and Suburban Water Systems all stopped or facilitated positive outcomes for these Cerrell water clients.

5. Experience with similar engagements

Metropolitan Water District's California Friendly Program The Metropolitan Water District's (MWD) media services section, managed by The Wolcott Company's Denis Wolcott, designed a multifaceted outreach program with an over-arching goal of communicating to 17 million Southern Californians that saving water could be achieved without sacrifice. This effort focused on developing and implementing the California Friendly program, which emphasized the use of xeriscaping techniques that rely on the beauty of native and drought tolerant landscapes.

The effort required outreach to a variety of diverse stakeholders, including landscape contractors, plant suppliers, native plant groups, landscape architects, environmental organizations, retailers, homebuilders, local governments and the region's nearly 200 water districts. A California Friendly logo and brand was developed to strategically emphasize the program's messages and desired outcomes.

Beyond traditional public education, MWD forged an alliance with Home Depot and Whole Foods. Through this partnership, California Friendly-branded plants were sold by both companies at their 1 retail locations throughout Southern California. In addition, MWD developed a program with ~ Pardee Homes, KB Homes, Shea Homes and other major homebuilders for the inclusion of California Friendly plants at large scale housing developments and in model homes.

Overall, the program resulted in significantly greater attention and adoption of xeriscaping techniques in Southern California. It is a program that continues to reinforce effective water conservation landscaping in the region, and helps MWD in its efforts to reduce water consumption. f l Water Replenishment District of Southern California Over the years, Cerrell Associates has successfully worked for the Water Replenishment District of Southern California on many projects and issues for several General Managers (Rich Atwater, Bruce Mowry, Robb Whittaker) and several Boards of Directors. Our work has involved general media relations, crisis communications, collateral materials, outreach and assistance with special events.

Among the issues the Cerrell Associates' team has worked on over the years with WRD staff, management and Board Members are: communications on the issues of conjunctive use and barrier salt water intrusion; legislative support for WRD lobbyists on state issues including WRD reorganization and governance; media relations on community activities such as the low-flush toilet

11 giveaways; assistance to staff revising the WRD newsletter; communications on rate increases to constituent audiences; and crisis communications dealing with issues ranging from Sacramento pre-emptive legislation to WRD board issues.

Over the years we have developed a profound appreciation for policies, as well as the key issues involving other water districts. Given Cerrell's long-time relationships with stakeholders in the region and familiarity with the issues facing the area districts, we feel we are best qualified to provide effective and successful public relations services to OCWD.

6. Fees for public relations services l As requested, we have included a complete list of personnel names, their position titles, and their hourly rates. A full rate sheet is also attached.

Cerrell

Hal Dash, CEO $340/hour

Lisa Gritzner, President $298/hour

Fernando Chavez, Vice President $255/hour

Alisa Karlan, Vice President $255/hour

Sean Rossall, Vice President $255/hour

Brandon Stephenson $255/hour

Marc Mitchell, Public Affairs Director $234/hour

Alex Comisar, Public Affairs Manager $213/hour

Allison Ellingson, Senior Account Executive $191/hour

Samantha Foley, Senior Account Executive $191/hour

12 Tori Wender, Senior Account Executive $191/hour

Anthony Chica, Account Executive $149/hour

Lauren Lewow, Account Executive $149/hour

Mariesa Kubasek, Assistant Account Executive $1 06/hour

John Anderson, Account Coordinator $85/hour

Libby Bradley, Account Coordinator $85/hour

The Wolcott Company

Denis Wolcott, Founder and President $175/hour

L.'

13 Exhibit A Cerrell Associates, Inc. Schedule of Hourly Rates Effective as of January 1, 2014

Non-Profit I Government Discounted Standard Rate Rate (15%)

Hal Dash, Chairman and CEO $400 $340 Lisa Gritzner, President $350 $298 Fernando Chavez, Vice President $300 $255 Macaria Flores, Vice President $300 $255 Alisa Karlan, Vice President $300 $255 f Sean Rossall, Vice President $300 $255 Brandon Stephenson, Vice President $300 $255 Marc Mitchell, Public Affairs Director $275 $234 Alex Comisar, Public Affairs Manager $250 $213 Allison Ellingson, Senior Account Executive $225 $191 Samantha Foley, Senior Account Executive $225 $191 Tori Wender, Senior Account Executive $225 $191 Anthony Chica, Account Executive $175 $149 Lauren Lewow, Account Executive $175 $149 Mariesa Kubasek, Assistant Account Executive $125 $106 John Anderson, Account Coordinator $100 $85 Libby Bradley, Account Coordinator $100 $85 Administrative Assistants/Research Assistants $85 $72 Interns $35 $30

*Hourly rates subject to change by company annual adjustments and individual rate change due to employee promotion. Cerrell Associates, Inc. Schedule of Charges* Effective October 1, 2013

In-House Production Work

Mailings: collate, staple, stuff, and meter - single page $0.50 each Envelope addressing 0.25 each Report Binding 4.00 each N ametag/badge/nametent preparation .50 each Computer services- file conversion, formatting, etc. 50.00/hour

In-House Supplies

#10 Envelope 0.30 each Mailing labels 0.10 each Oversized envelope 0.40 each Card Stock 0.30 each Card Stock - color 0.70 each f Kit folders 2.00 each Nametag-labels .30 each Nametag/nametent card stock .75 each Digital video conversion 15.00 each Report binding supplies 2.00 each Special paper .20 each Photocopying (b&w) 0.10 page Color printing .50 page Postage At cost

Outside Purchases

Outside purchases are re-billed at cost plus any applicable handling charge. Outside purchases include travel, local mileage, postage, contracted mailing services, and media release distribution, supplies, equipment rental and other related vendor charges. CAl reserves the right to retain any and all bonafide agency commissions arising from paid advertising and printing purchased by CAl under this Agreement.

*In-house charges subject to change. CERRELL Hal Dash Chainnan and Chief Executive Officer

Since 1977, Hal Dash has helped guide the growth and direction of Cerrell Associates. In addition to his management responsibilities, he personally co nsults with corporate and political clients on public affairs, government relations, media strategy, crisis and reputation management, legislation and political campaigns.

!. For more than 35 years, Hal has helped conduct speaker and media training and crisis management programs for Cerrell's clients. He also serves on their behalf as an advocate ml before local city councils, the Los Angeles County Board of Supervisors and various I regulatory agencies. II Since 1978, Hal has consulted on and/or managed nearly 350 judicial campaigns fii1 ranging from Ca lifornia Supreme Court to Mun icipal Court The firm's win percentage is more than 95 percent during that time. Cerrell provides full service campaign consulting to judicial candidates and has conducted seminars and forums on "How to Run for Judge." Hal has spoken at several California Judges Association conferences and other judicial forums and he has authored articles on judicial campaigns that have appeared in national publications.

Hal comments on politics, government and California trends on local and national radio, television and in print. He has also lectured on public affairs, public relati ons and politics at the Unive rs ity of Southern California, UCLA, Pepperdine University and Northwestern University.

In 2011, Hal was named "Public Affairs Professional of th e Year" by the Los Angeles chapter of the Public Relations Society of America.

Before joining Cerrell, Hal was a broadcast journalist with RKO radio (KHJ) in Los Angeles. As a reporter, he covered all areas of government and politics. He also hosted a weekly talk show and served as assignment ed itor, writer and producer of radio documentaries and special reports.

Hal holds both a Master's Degree in communications studies and a Bachelor of Arts degree in history from the University of Massachusetts, Amherst. He is past President and former member of the Board of Directors of the Public Relations Society of America (P RSA), Los Angeles Chapter and was a PRSA Assembly Delegate for four years. He holds the title of APR (Accredited Public Relatio ns) from PRSA Hal is a member of the Worldcom Public Relations Group, the largest network of independent public relations firms in the world, and is pa st chair of the America's Regi on of Worldcom and served on the International Board. He is also on the Board of Directors of the Los Angeles Area Chamber of Co mm erce and th e statewide Californ ia Counci l for Environmental and Eco nomic Balance (CCEEB).

Hal has lectured on public affairs, public relati ons and politi cs at the University of Southern California, UCLA, Pepperdine University and Northwestern Unive rsi ty. -;. CERRELL Lisa Gritzner President

Lisa Gritzner is a recognized leader in Southern California's public affairs arena and brings more than 18 years of governmen~ business, and political experience to Cerrell Associates, Inc. In her role as President, Lisa guides Cerrell Associates' business growth and development and crafts a vision for the future of the company, directly overseeing the company's Local Government, Land Use, Energy & Environment as well as Campaigns and Issues Management practice areas. She leads tea ms of seasoned experts in all of these disciplines and provides hands-on strategic counsel and client engagement on a wide variety of issues.

Lisa is a well-respected strategist with hands-on experience and expertise in numerous areas including land use and transportation, especially airports and goods movement as well as large-scale, mixed-use developments. Recently, she gave commentary on the 2012 Democratic National Convention for KNX, KN BC and blogged for Fox & Hounds Daily and the National Association for Female Executives.

In addition, she has advised numerous clients on public-private land transactions, several successful RFP procurements and has considerable experience and relationships with a host of public agencies in California. She possesses signi ficant knowledge of local government policies and procedures, and has worked with and advised elected officials and staff at all levels of government.

Lisa joined Cerrell Associates following a six-year career in Los Angeles city government as chief of staff to Councilmember Cindy Miscikowski. In that role, she was instrumental in representing the City of Los Angeles on issues such as the proposed secession of the San Fernando Valley, Hollywood and the Harbor area; the modernization of Los Angeles International Airport- working with Councilmember Miscikowski to craft and ultimately secure passage of LAX's first master plan and airport modernization plan in over three decades; and the development of Playa Vista, the largest master-planned community in the City of Los Angeles. Lisa also served as the primary media liaison for the Councilmember and function ed as th e senior advisor on a wide range of issues from local district-focused community relations to issues of citywide importance such as business tax reform, public safety, and the City of Los Angeles' multi-billion dollar annual budget.

Prior to her work in the city of Los Angeles, Lisa created a nation ally recognized HUD funded outreach program for th e Community Development Depa rtment in the City of Cambridge, Massachusetts. She was responsible for legislation creating the state's first Lead Paint Awareness week, and fo r the establishment of a national HUD advertising campaign. Lisa began her career working in the government relations department of First Interstate Bank of California in Sacra mento where she tracked and analyzed state legislation of importance to the banking industry and business interests in California and in twelve other western states.

Lis a graduated cum laude from Ca lifornia State University Sacramento with a degree in Government and was selected to participate in the Senior Executives in State and Local Govern ment program at Harvard University's Kennedy School of Government in 2004. She serves as the President of the Saban Free Clinic Board of Directors and is a member of th e Found ers' Board of the Los Angeles Neighborhood Land Trust. ...•

CERRELL Steve Bullock Chief Financial Officer

As Chief Financial Officer for Cerrell Associates Inc., Steve Bullock has been associated with the firm for more than 20 years. Steve currently oversees the accounting, finance, legal, IT and government reporting activities of the company. He has worked on numerous projects within the company to build and refine its operations and systems for accounting and internal control.

Steve's previous position at Cerrell was as an account executive. In that capacity, he was responsible for providing advocacy services on behalf of clients and working on various political and business related projects.

Previously, Steve served as business manager to a major Los Angeles area cable television systems owned by Century Southwest Cable Television Inc. He was responsible for the management and coordination of all business operations for the 75,000 subscriber system, rated as one of the 100 largest cable television systems in the United States at that time.

In addition, Steve held several positions with Group W Cable Inc., a subsidiary of Westinghouse Electric. These positions included manager of rate and regulatory reporting, senior financial analyst, and assistant area manager for new markets development.

He also held the position of director of public affairs for Ecolo-Haullnc., at that time the largest independent provider of community-designated resource recovery (recycling) programs in the Los Angeles area. He was responsible for the creation and implementation of various publicity programs and events and targeting business development through news media exposure.

Steve is a graduate of California State University, Northridge, and holds a Bachelor of Science degree in business administration, finance as well as a certificate in accounting from UCLA Extension. CERRELL Fernando Chavez Vice President

As Vice President at Cerrell, Fernando plays an instrumental role in providing strategic counsel for clients as they look to expand their footprint within the Ports of Long Beach and Los Angeles, the City and County of Los Angeles, Orange County, and especially in the City of Long Beach, where he spearheads the firm's practice. Fernando is well respected in the business community and has more than 10 years of legislative and political experience.

As an active member of the Long Beach Area Chamber of Commerce, Fernando sits on the Chamber's Government Affairs Council, and is also a board member for the Regional Hispanic Chamber of Commerce, as well as the Harbor Association of Industry & Commerce.

Fernando is skilled at developing the political and corporate all iances that allow clients to achieve their public affairs goals. Whether it's identifying government stakeholders, or aligning strategy with the appropriate private sector interests, Fernando understands that success is only possible with the right support.

Prior to joining Cerrell Associates, Fernando worked for former United States Secretary of Labor Hilda Solis while she served as a California State Senator in the greater San Gabriel Valley. Fernando was her liaison for small business, labor, transportation and infrastructure issues in the district, working closely with the Metropolitan Transportation Authority, the Alameda Corridor Transportation Authority and the Southern California Association of Governments.

Fernando also worked as a paralegal for the Mexican American Legal Defense and Educational Fund (MALDEF) in Los Angeles. He assisted staff attorneys with legal research and brief preparation, and communicated MALDEF's position on pending legislation to key legislators. He received an award for Distinguished Public Service from the United States Equal Employment Opportunity Commission for his work with community based organizations.

He graduated from the University of California, Berkeley with a BA in sociology and was inducted into the Alpha Kappa Delta International Sociology Honor Society. Additionally, Fernando has an MPA from California State University, Long Beach. Fernando serves on the board of the Boys & Girls Clubs of Long Beach......

CERRELL Alisa Karlan Vice President

As Vice President of Land Use & Planning at Cerrell Associates Inc., Alisa Karlan works closely with clients on real estate entitlement, community engagement and government relations projects and services. Alisa has a wealth of experience developing and managing strategic government and community outreach programs, and building grassroots and stakeholder coalitions for public and private clients. She also has extensive experience developing community outreach campaigns involving multiple communities and jurisdictions.

Prior to joining Cerrell, Alisa served as assistant project manager at Consensus Planning Group (CPG). At CPG, she was responsible for managing community outreach for land use clients, and developing and implementing public participation programs for projects undergoing environmental review processes as required by the California Environmental Quality Act (CEQA) and National Environmental Protection Act (NEPA). While at CPG, Alisa oversaw a community outreach program for the 1-71 0 Major Corridor Study, which involved 13 cities, multiple agencies and close collaboration with the Gateway Cities Council of Governments, the Port of Los Angeles and Long Beach and other relevant stakeholders. l Previously, Alisa was an analyst at the public policy and management consulting firm of Hamilton, Rabinovitz & Alschuler. She provided assistance with research and writing for various litigation and management consulting clients. She also collected and analyzed data for management and economic development consulting projects. r Alisa received her Bachelor of Science degree in public policy and management, at the University of Southern California. She is fluent in Korean......

CERRELL Sean Rossall Vice President

Sean brings a decade of strategic communications and campaign experience to the team. Having worked on numerous campaigns at every level, he possesses a keen ability to connect clients with messages that resonate with target audiences. His proactive media relations strategies have resulted in positive coverage of clients in a variety of top tier media outlets, including The New York Times, The Wall Street Journal, Los Angeles Times, USA Today, Associated Press, ABC World News Tonight, CBS This Morning, CNN and many others.

Prior to joining Cerrell, Sean worked for Fiona Hutton & Associates, a Los Angeles-based public affairs and political consulting firm . During that time, he oversaw a variety of statewide earned media efforts, including Proposition 21 in 2010. He directed several statewide opinion editorial programs and editorial board tours. His strong relationships with the media make him an invaluable asset.

A product of the new media age, Sean also specializes in marrying traditional media strategy with social media platforms. He has played an instrumental role in establishing innovative social media efforts for corporate, political and nonprofit clients, which have helped them more effectively communicate with stakeholders and increase their market presence.

In his early career, Sean worked as a corporate communications and social media specialist at the international entertainment and corporate public relations firm, BWR. While at BWR, Sean worked on numerous corporate entertainment and digital clients, including former Vice President AI Gore's Current TV and Fortune 1000 clients.

Sean received his Master's Degree in Public Relations from the University of Southern California's prestigious Annenberg School for Communication and his Bachelor of Arts in politics and history from Occidental College. CERRELL Brandon Stephenson Vice President

As the Vice President of Cerrell's Campaign & Issues Management practice area, Brandon specializes in developing winning strategic communications plans and mobilizing client supporters to influence decision-makers and the media at the local, state and federal levels. For nearly a decade, Brandon has successfully managed political and public education campaigns, and launched grassroots advocacy and media relations activities for the firm 's diverse clients.

Brandon has managed several statewide activities on the firm 's behalf, including leading Cerrell's ongoing effort to build a statewide communications network of healthcare stakeholders to influence state and federal health policy. Additionally, he has worked on numerous statewide initiative campaigns, including the Yes on Proposition 78/No on Proposition 79 campaign, as well as the No on Proposition 86 campaign. For these campaigns, he not only engaged and activated diverse political, business and community groups throughout Southern California to garner support/opposition to these controversial statewide ballot initiatives, but he also conducted extensive earned media activities that led to supportive editorials and coverage.

Brandon is also skilled at providing government affairs counsel to some of Cerrell Associates' highest-profile clients, including Time Warner Cable, as well as some of Cerrell's most contentious land use development clients.

Prior to joining Cerrell, Brandon was a Regional Field Director for Woodward and McDowell, a leading campaign consultant firm, for the No on Proposition 68 campaign. Brandon's additional work experience includes Manager of Sales and Customer Relations at Pacific Electricord, Inc. He developed marketing strategies that helped secure Home Depot and Kmart Vendor of the Year awards in 1999.

Brandon graduated from Pitzer College in Claremont, California with a Bachelor of Arts in political science. He completed the Southern California Leadership Network's 2007 Leadership L.A. program, which is designed to strengthen the community by developing training and empowering emerging leaders. In 2012, Brandon led the Cerrell team that won the Public Relations Society of America-Los Angeles Chapter's PRism Award for best Corporate Newsletter. CERRELL Marc Mitchell Director of Public Affairs

As a public affairs director for Cerrell, Marc brings more than 15 years of local government and political experience to the firm. Marc works with a team of government and community affairs experts to serve clients seeking to build relationships with elected officials at the federal, state, county and city levels, as well as engaging public agencies in communities throughout Southern California.

Prior to joining Cerrell in 2011 , Marc was the legislative coordinator for SEIU Local 721 in Los Angeles. He worked with elected officials at the federal, state, county and city levels of government on legislation affecting 721 members (county and city workers), including issues relating to healthcare, foster care, as well as other youth and family-related services. He was successful in winning ballot measures in South Gate, Pico Rivera, El Monte and Inglewood designed to provide revenue to bolster city serv1ces.

Marc came to California in the spring of 2003 to work for SEIU Local 721 after the plane crash of Senator Paul Wellstone (D-MN). Marc served as Senator Wellstone's political and special projects director, delivering surrogate speeches for the Senator, and organizing various elected officials and constituency groups.

Marc also served as a field director on the Bill Bradley for President campaign and managed Ohio Judge Tim Black's State Supreme Court race in 2000. In 1998, he began working in political campaigns by helping a family friend run for governor of Iowa, Tom Vii sack. A former two-term Iowa governor, Vilsack currently serves as President Obama's Secretary of Agriculture.

A native Iowan, Marc earned his Bachelor of Arts degree in business management from the University of Northern Iowa. He also received his International Economics Certificate from Aalborg University in Denmark while playing one season in the Danish American Football League.

In 2009, Redondo Beach Mayor Mike Gin appointed Marc to the city's Public Works Commission. In 2011 , Mayor Gin appointed Marc to the city's Planning Commission-- a position he holds today. Marc is also an elected delegate to the California Democratic Party representing the 66th Assembly District......

CERRELL Alex Comisar Public Affairs Manager

As a Senior Account Executive at Cerrell, Alex manages ongoing media relations and public affairs strategies for several of the firm's most high profile clients. In addition to his management responsibilities, Alex is a skilled media relations tactician, leading the development of editorial content, press materials, messaging documents, online assets and other collateral materials for our firm's clients.

Alex also brings years of experience with community outreach, coalition building and alliance development, including for two statewide ballot initiatives during the 2010 election cycle.

With a background in journalism, Alex possesses a proven ability to quickly grasp complex issues, and present them to target audiences in an easily accessible manner. He has demonstrated his communication and outreach skills on statewide ballot initiative campaigns, as well as on a wide range of issues including water and the environment.

Prior to joining Cerrell, Alex worked for the Apartment Association of Greater Los Angeles, where he managed local and regional government relations, and provided lobbying support for Southern California's small and medium-sized multifamily housing providers.

Alex graduated from the University of Southern California's Annenberg School for Communication and Journalism with a B.A. in Journalism. At USC, he served as editor of the school's prestigious daily newspaper The Daily Trojan - and also worked as a reporter for Roll Call in Washington, DC. ....;.

CERRELL Allison Ellingson Senior Account Executive

As a Senior Account Executive, Allison contributes extensive experience in regulatory, legislative, transportation and sustainability issues to the Energy and Environment team at Cerrell Associates Inc. Allison's expertise includes developing strategic plans that meet the future demands of a continually evolving field for the firm's many diverse clients.

Allison brings a considerable amount of experience in regulatory compliance, including federal, state and regional requirements for particulate matter and greenhouse gas emissions. Allison searches beyond the regulatory measures to implement projects that are cost-effective, utilizing various grants and ensuring projects are both functional and responsible. In doing this, Allison provides government agencies with alternative fuel and advanced vehicle technology solutions that surpass requirements for transportation programs.

Having previous experience representing two energy companies, Allison presents clients with unique strategies for implementing renewable energy and smart grid projects. As California pursues its renewable energy goals, Allison's experience can assist clients in laying the foundation for these long-term, challenging projects.

Prior to joining Cerrell, Allison was a Field Representative for California Governor Arnold Schwarzenegger, engaging and educating communities and elected officials on the State's pressing budgetary, education, environmental, economic development, prison reform, goods movement and transportation issues and policies. She also worked for the Western Riverside Council of Governments (WRCOG), which represents the County of Riverside, seventeen cities and two municipal water districts on regional planning issues, and a position within the South Coast Air Quality Management District (SCAQMD), Engineering and Compliance Department.

Allison graduated from the University of California, Riverside (UCR) with a Bachelor of Arts degree in political science. At UCR, she completed a major research project on the Sustainable Communities Strategy element of the Regional Transportation Plan. The report provides an analysis and recommendation for the Southern California Association of Governments (SCAG) and other Councils of Governments in implementing a 35-year strategy for smart growth, land use, greenhouse gas emissions, transportation, housing and overall sustainability for the largest metropolitan planning organization in the nation. -... CERRELL Samantha Foley Senior Account Executive

As a Senior Account Executive at Cerrell Associates Inc., Sam brings strategic communications, government relations and community outreach experience to the Local Government and Land Use practice area. With experience successfully guiding projects through the California Environmental Quality Act (CEPA) and the National Environmental Policy Act (NEPA), Sam is well versed in preparing comprehensive communications strategies to conduct outreach to cities, counties, agencies, elected officials and members of the public.

Prior to joining Cerrell, Sam worked on a variety of land use, infrastructure and transportation projects at a public engagement firm in Los Angeles. Most notably, Sam managed the public outreach of a regional section of the California High-Speed Rail Project. As an Account Manager in charge of engagement for the Palmdale to Los Angeles section, Sam developed effective messaging to communicate project details and the environmental process to various communities throughout Southern California. She coordinated information sessions and conducted presentations to stakeholders, city staff and elected officials regarding the environmental timeline and progress of the project. Sam also orchestrated large-scale public meetings to reach stakeholders in Los Angeles County to communicate the strategic messages for the project locally and on a statewide level.

Additionally, Sam managed several land use campaigns involving coalition building efforts to enhance corporate brands and allow for supporter mobilization at key milestones of the environmental process. She has led several grassroots and digital communications campaigns that have solicited community feedback and encouraged active engagement between project teams and stakeholders.

A graduate of the University of Southern California (USC), Sam graduated Magna Cum Laude with Bachelor of Arts in Political Science and International Relations. She has extensive experience with Los Angeles' Neighborhood Council system, previously serving as a Board Member and Land Use Chair for the North Area Neighborhood Development Council. -a CERRELL Tori Wender Senior Account Executive

As a Senior Account Executive at Cerrell Associates Inc., Tori specializes in strategic communications, campaign management and media relations for private and public sector clients. With a background in legislative and policy analysis on the campaigns for U.S. Senators and the President of the United States, Tori has developed a unique skill set and a keen ability to grasp complex issues and package them in an easily accessible manner.

Tori brings nearly a decade of political campaign and policy experience to the Campaign and Issues Management team. She has played a game changing role on numerous campaigns nationwide and excels in crafting messages that resonate with target audiences. Her efforts in building support for candidates and issues have resulted in news coverage in top tier outlets, editorial placements and campaign victories.

Prior to joining Cerrell Associates, Tori was lead manager of the Strategic Research Department for President Barack Obama's successful reelection campaign in 2012. She was a key player in developing proven opposition communication messages for use in both earned and paid media. Tori served in a similar capacity on the President's initial campaign in 2008.

Tori has also worked in U.S. Senate offices and on the reelection campaigns of two U.S. Senators, Debbie Stabenow of Michigan and Blanche Lincoln of Arkansas, where she played a leading role in quickly developing strategic messages to respond to emerging lines of attack and news stories. As the information manager of the public and legislative records for both Senators, Tori is well-versed in a wide range of federal and state policy issues.

Tori's experience includes work as a principal analyst with the Service Employees International Union in Washington, DC in the union's efforts to pass comprehensive health care reform at the federal level. She provided legislative analysis to a strategic coalition to inform the partners of the benefits of health care reform and motivate their members.

Tori graduated Phi Beta Kappa from George Washington University in Washington, DC with a B.A. in Politica l Communications. She began her career in politics in Washington, DC as an intern for the John Kerry for President Ca mpaign. CERRELL Anthony C. Chica Account Executive

As an account executive at Cerrell, Anthony brings a wealth of knowledge in bilingual communications spanning several industries to the media relations & crisis communications team. He specializes in strategic messaging. event coordination and Latino media. Anthony has developed critical communications strategies aimed at the Latino community to reach non-English speakers, giving him the ability to authentically and effectively communicate with diverse communities.

Anthony brings a decade of experience in the fields of communications, public policy, international relations, nonprofit advocacy and business development. He was a member of both the communications and international relations teams for the Consumer Electronics Association - CEA, one of the country's largest trade associations. He created numerous white papers to serve as guides for CEA members on how to conduct business in the global consumer electronics market and developed key media strategies for the Consumer Electronics Show (CES), the world's largest tradeshow of its kind.

As a programs associate for a national nonprofit organization, Anthony focused on creating programs and services to better the lives of Hispanic Americans throughout the country. His efforts successfully brought their issues and concerns to the forefront of Congressional dialogue. He conducted community outreach to better serve his members and assisted in the organization's business development. Anthony's experience and background have given him the skills necessary to develop effective and culturally-sensitive messages for ethnically diverse audiences.

Anthony was born and raised in Los Angeles, CA. He graduated from George Mason University in the Washington, D.C. area, where he majored in Government and International Politics with a minor in Legal Studies. He began his career at the U.S. Department ofTransportation: Saint Lawrence Seaway Development Corporation as part of the public affairs and trade development team. Anthony is fluent in Spanish. CERRELL Lauren Lewow Account Executive

Lauren brings media relations, alliance development and coalition building experience along with polished writing skills to the Cerrell's Campaigns & Issues Management practice area.

She has a breadth of experience including crafting targeted messages, advocacy efforts and a background in legislative affairs. Her efforts in implementing media, alliance development and legislative education campaign plans have resulted in news coverage from top tier outlets, editorial placements and campaign victories.

Her extensive work on the firm's corporate accounts has helped her developed specialized knowledge of the pharmaceutical and financial industries. Lauren also has experience organization special events and educational seminars for clients, ranging in size from 30 participants to 300. She created half-day programs, partnering with non-profit and corporate co-hosts.

Prior to joining Cerrell, Lauren worked for the California State Assemblymember Don Wagner. While in Sacramento, she served as his staff contact for the educational policy committee, collaborating with consultants, constituents and advocates.

She currently serves as a member of the Young Professionals Public Relations Society of America- Los Angeles Board as well as a member of Junior League of Los Angeles.

Lauren is a graduate of the University of California, Berkeley with a BA in English. As a student, she served as a course facilitator the Campus Organizing Director of the Associated Students of University of California, and a board member of the system wide University of California Students Association. CERRELL Mariesa Kubasek Assistant Account Executive

As an account coordinator at Cerrell Associates, Mariesa brings broad experience in communications and strong writing skills to the Media Relations & Crisis Communications practice areas. Fluent in Spanish, Mariesa is able to deliver effective messaging to diverse communities and implement communications strategy.

Prior lo joining Cerrell, Mariesa worked with Southern California Edison on the On-Bill Financing and SmartConnect programs. During that time, she implemented an internal communications strategy to effectively educate and update employees on program details and achievements. The strategy included launching an internal web portal with program news, designing informational materials and updating benchmark reports.

In addition to her experience at Cerrell, Mariesa has also developed and executed a social media marketing campaign for a large company involved in various industries. The campaign enhanced existing social media profiles, while incorporating new platforms and search engine optimization techniques.

Mariesa graduated from Santa Clara University with a Bachelor of Science degree in Political Science and a Bachelor of Arts degree in Philosophy. CERRELL John Anderson Account Coordinator

As an Account Coordinator at Cerrell Associates Inc., John specializes in bridging the gap between the familiar communication mediums and the new fast- paced and high-tech information sector. He is highly adept at looking at the bigger picture and performing tasks with the utmost efficiency and strategic value.

John has a keen awareness of current affairs and future trends. His solution-oriented approached is detailed by engaging in thoughtful analysis and creative thinking.

Prior to joining Cerrell, John managed his own IT start-up business in I custom design, installation, repair and maintenance of office and home t computer networks. This experience strengthens his ability to look beyond current trends in the expanding information superhighway and to apply that knowledge towards better information gathering and utilization in public relations.

John earned a Bachelor's Degree with College Honors in Political Science -International Relations from the University of California, Los Angeles (UCLA). -i CERRELL Libby Bradley Account Coordinator

As an Account Coordinator at Cerrell Associates, Libby supports the Local Government and Land Use practice area teams. She possesses an in-depth understanding of local government policies and procedures, and has worked with elected officials and staff at every level of government.

With a background in legislative and policy analysis for various elected representatives, Libby has developed an exceptional skill set catered to the inner workings of state and local government She also brings strong writing skills and experience in the development and drafting of legislation.

Libby holds nearly four years of government and policy experience to Cerrell Associates. She is a practiced community engagement and governmental affairs consultant, who brings her expertise in working with elected officials and staff, heads of government agencies, opinion leaders and community groups throughout the State of California.

Prior to joining Cerrell Associates, Libby worked for a congress member in Washington, D.C., where she was responsible for researching current health and energy policy. Libby also worked for a U.S. senator and California assembly member, making her exceptionally well-versed in a wide range of federal and state policy issues.

Libby graduated from the University of California, Los Angeles with a dual B.A. in Political Science and Public Policy with Departmental Honors. She completed her senior thesis on education reform in Washington, D.C. entitled, "Making the Choice, and Delivering on Promises: Charter Schools as a Model for America's New Education System." Denis Wolcott Founder and President

The Wolcott Company founder and president Denis Wolcott has a unique background in agency and govermnent settings, with extensive capabilities and experience in a variety of industries and markets. Denis Wolcott has a 20-year track record creating, implementing and managing media relations, consumer, business-to-business, multicultural, social marketing, public affairs and election campaigns. He specializes in issues such as water, energy, real estate, local and statewide community outreach, coalition building, crisis communications, fmancial and investor relations, social media, and green/carbon footprint/sustainable initiatives. Through experience and an extensive network of public relations professionals and affiliated companies, The Wolcott Company can quickly compile large or small teams to meet any client needs.

Prior to establishing The Wolcott Company, Denis served as media services section manager at the Metropolitan Water District of Southern California, the nation's largest water utility. Denis managed a communications team that created and implemented a broad range of activities and programs, including strategic communications and public affairs planning, advertising, marketing, media relations, internal communications, community and business outreach, coalition building, publications, Web sites and a television show. The award-winning "California Friendly®" advertising and outreach program broke new ground in increasing public awareness of and participation in water conservation efforts in Southern California. The award-winning "Straight from the Tap" television show, produced by Metropolitan, was a public affairs show broadcast statewide on public access channels. One "Tap" episode focusing on the status of the Bay/Delta was picked up by Public Broadcasting System (PBS) stations. Denis also developed and implemented a broad marketing and branding program for the opening of Metropolitan's Diamond Valley Lake, an effort that contributed to the recreation complex being named one of the nation's top five bass fishing destinations.

With a focus on serving client needs in media relations, public affairs, coalition building and media training, Denis also served as a vice president at Stoorza, Ziegaus & Metzger (later known as Stoorza Communications), one of California's largest independent public relations and public affairs firms. Denis developed and implemented a range of public relations strategies for a broad range of clients including the Federal Reserve Bank of San Francisco, Edison International, GTE, City National Bank, Sempra Energy, the Community Redevelopment Agency of Los Angeles, Pardee Construction Co., the Los Angeles Business Journal, Tejon Ranch, AT&T, and the New Zealand Tourism Board. Denis also led media relations and public affairs activities for state-wide and local initiative measures, insurance and land development firms, and leading attorney firms. Crisis communication clients include the national firms of MedTrans Ambulance and BJ Services Inc.

Prior to entering public relations, Denis was an award-winning newspaper reporter and editor for several daily newspapers, including the Los Angeles Daily News and Gannett-owned publications in the Midwest.

Denis is a past chair of the Public Relations Society of America's Western District, past president of PRSA's Los Angeles chapter, and former president and member of the California Water Awareness Campaign, a non-profit organization dedicated to increasing awareness about the state's most precious resource. Denis is a frequent guest lecturer at public relations classes at universities, including his alma mater, the University of Southern California. After all this time. now, all of a sudden, the South SOUTHERN CALIFORNIA'S FIRE PITS ARE IN Coast Air Quality Management District (SCAQMD) DANGER OF BEING ELIMINATED is making an attempt to take them away from our local communities.

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GovemlngBoardAsslstantsOaqmd.gov. letttng them know that you s and with us In our efforts to protect Sou hern Colifo nio's beach re pfts. As someone who enjoys MAMMOTH LAKES MUSIC FESTIVAL, you recognize the value of what this community has to offer. That's why it's so important that we work together to stop the Los Angeles Department of Water & Power Water Grab. We need your help to protect this community and its priceless resources.

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The LADWP is repeating its historic Owens Valley Water Grab. Just in time for the 1OOth anniversary of the LA Aqueduct opening and draining the Owens River, LADWP is suing the Mammoth Community Water District, attacking the District's long-standing water diversions from Mammoth Creek for use in Mammoth homes and businesses. 1 Table of Contents

Part One: Cover Letter

Part Two: Proposal Requirements

1. Number of staff members / partners in firm

2. Credentials – degrees, certifications, memberships of all staff / partners

3. Experience – the firm’s specific experience of partners and supervisory staff

4. History of the firm, especially experience with controversial issues that has involved high profile litigation, working in a political climate, environmental injustice and/or crisis communication

5. Experience with similar engagements (Districts set up by Special Act of the California State Legislature)

6. Fees for public relations services set out by hourly rates by person

Part Three: References

Part Four: Appendices ………..Work Samples

OCWD: Request for Qualifications for Public Relations Services

2 Cover Letter

March 17, 2014

Ms. Eleanor Torres Director of Public Affairs Orange County Water District 18700 Ward Street Fountain Valley, CA 92708

RE: Request for Qualifications for Public Relations Services

Dear Ms. Torres:

Thank you for the opportunity to submit our qualifications for public relations services as it relates to the introduction of legislative bills SB 2712 (Daly), SB 1362 (Correa) and SB 1390 (Correa). As you know, principals and key members of our firm have served as public relations consultants to both OCWD directly (under the GWR System community outreach effort) and as sub consultants to OCWD attorney Edmond M. Connor (Connor, Fletcher & Hedenkamp, LLC) related to the groundwater contamination cleanup projects.

As a way of background about our firm, Barrios and Associates, LLC (dba Communications LAB) purchased the media and marketing division of Faubel Public Affairs on April 1, 2014. I bring all of the institutional knowledge about the groundwater contamination cleanup project that I developed during my tenure at Faubel Public Affairs working with the staff and consulting team on the North Basin Groundwater Protection Plan.

We’re extremely familiar with the issues related to the groundwater contamination cleanup, including the danger that the safety of the water in the groundwater basin could be at risk due to the negligence of past polluters. OCWD ratepayers could be left holding the bag for the cost of the cleanup unless the polluters are held accountable.

We also understand the legal and political challenges that OCWD faces with important constituents such as the Orange County Business Council (OCBC), who have focused on protecting their members in the

OCWD: Request for Qualifications for Public Relations Services

Cover Letter

business community and has left OCWD to deal with the plume of pollution that threatens Orange County’s aquifer.

We are proud to represent the Orange County Taxpayers Association (OCTax) as well as Poseidon Water, which is a member of both OCTax and OCBC. We believe these relationships can benefit OCWD in finding a win-win solution that will be in the best interest of the ratepayers, while also protecting the groundwater basin water.

Additionally, our firm – particularly our CEO Arianna Barrios – has a close relationship with many of the state delegation within the OCWD service territory including Tom Daly and Lou Correa. We also have a close and cordial working relationship with the leadership and staff of Townsend Public Affairs (TPA) and would work well in concert with them in the development of messaging that would resonate with elected officials.

We will develop a communications strategy for the key messages based on the policy decisions agreed upon by the OCWD Board. We recommend leveraging third-party groups such as educational institutions, producers, environmental groups and other organizations to amplify our messages.

While you have asked only for qualifications and not for a proposal, I believe it is helpful to provide you a sampling of services that we can provide that might be important to implement a robust communications and community outreach program:

• Public Opinion Research Survey / Focus Groups • Crisis Communications • Strategic Communications Planning Document • Collateral Material o Fact Sheet, FAQ, PowerPoint, Direct Mail, Ads, etc. • Speakers’ Bureau o Service Clubs, Business Groups, City Council presentations

OCWD: Request for Qualifications for Public Relations Services

Cover Letter

• Media Relations (meetings with reporters / editorial board / develop op-eds) • Electronic Media (website / e-newsletter) • Social Media Support (Facebook / Twitter / Google+ / etc.) • Video Production (concise one-minute videos) • City Newsletters (work with producers)

The Orange County Water District has a stellar reputation for developing environmentally sensitive programs such as the Groundwater Replenishment System and protecting ratepayer dollars while responsibly managing the groundwater basin. This reputation of excellence has been burnished through decades of visionary leaders both at the board and staff level.

We look forward to working closely with OCWD’s staff and directors to develop and implement a communications and community outreach plan to revitalize OCWD’s stellar reputation as California’s premiere water district and will base our plan on the policy direction of the OCWD Board of Directors. Thank you for the opportunity to provide our qualifications to contribute toward this effort.

Sincerely,

Brian Lochrie, President Communications LAB 25 Orchard, Suite 250, Lake Forest, California, 92630 Phone: 949-215-5539 Mobile: 949-294-8269 Email: [email protected]

OCWD: Request for Qualifications for Public Relations Services

2.1 Number of staff members/ partners in the firm

Barrios and Associates, LLC (dba Communications LAB)

has six full-time staff members and one part-time

independent consultant. The company is wholly owned by

Arianna Barrios, who serves as CEO. The firm is a state-

and nationally-certified Woman and Minority-Owned

Business Enterprise (WMBE) and Disadvantaged Business

Enterprise (DBE).

Staff includes:

1. Arianna Barrios, CEO 2. Brian Lochrie, President 3. Jonathan Volzke, Senior Account Manager 4. Justin Glover, Account Manager 5. Francisco Barajas, Account Executive 6. Helene Gautreau, Controller 7. Megan Rodriguez, Independent Consultant serving two Communications LAB clients.

OCWD:I-5, I-405 andRequest SR-55 forEnvironmental Qualifications Community for Public Outreach Relations Services

6 2.2: Credentials

Arianna Pilar Barrios Arianna Barrios founded Communications LAB to provide best-in region 235 East Maple Avenue Orange, CA 92866 communications and outreach services. With more than more than twenty 714-878-4864 [email protected] years of experience in marketing and communications serving school Exceptional performance in identifying market/business districts, government agencies, nonprofits and Fortune 500 companies, opportunities and creating the programs, promotions, and her strong ability to work and form professional relationships with a wide relationships to outpace the competition. Strong variety of individuals throughout Orange County will prove to be an technology experience and Web 2.0 leadership with excellent asset in achieving the goals of this project. exceptional time management and team building qualifications. Award-winning Arianna has a track record of leadership and managing complex projects. video producer, web designer, and public policy consultant. Past roles include serving as director of communications for the Richard

Nixon Presidential Library and Museum and as a marketing consultant for Elected Office ABC’s Extreme Makeover: Home Edition, as well as national Rancho Santiago Community College Board, communications director for HomeAid America. Trustee/President/Board Clerk 2011-2016 Barrios started her communications career working with school districts Education across Southern California to undertake large-scale community opinion Bachelor of Arts Degree, Communications with a minor and priorities surveys. As a Hispanic elected official, community leader in Political Science California State University at Fullerton, 1992 and businesswoman, Barrios is no stranger to the unique needs of diverse

audiences. In addition, Barrios serves as senior policy advisor to Anaheim

City Councilwoman Kris Murray and provides web and multi-media

consulting for Disneyland Resort. Barrios also serves as a trustee of the

Rancho Santiago Community College Board.

OCWD: Request for Qualifications for Public Relations Services

2.2: Credentials

April 2013 – Present – CEO, Communications LAB Education

BA in Communications, California • Consulting and advising candidates, elected officials, and municipalities on State University, Fullerton public policy, community outreach, and voter communications • Developing and implementing social media networks, including Blog, Areas of Expertise Facebook, and Twitter for community and voter outreach • Developed successful online tactical plans and social media networks for Government Relations several Orange County businesses and public figures including Orange Marketing and Communications County Supervisor-elect Todd Spitzer; Mayor of Orange Carolyn Cavecche; Tulare County Supervisor Steve Worthely; HomeAid Orange County Graphic Design and New Media • Partnered on development and implementation of major theme park’s interactive invitation to media, corporate guests, and partners for national premiere • Development of online, interactive promotions and Fortune 500 corporate outreach strategies

December 2008 – April 2013 – Strategic Marketing & Communications CommunicationsLAB discover your voice Consultant, Barrios & Associates

• Consulting and advising candidates, elected officials, and municipalities on public policy, community outreach, and voter communications • Developing and implementing social media networks, including Blog, Facebook, and Twitter for community and voter outreach • Developed successful online tactical plans and social media networks for several Orange County businesses and public figures including Orange County Supervisor-elect Todd Spitzer; Mayor of Orange Carolyn Cavecche; Tulare County Supervisor Steve Worthely; HomeAid Orange County • Partnered on development and implementation of major theme park’s interactive invitation to media, corporate guests, and partners for national premiere • Development of online, interactive promotions and Fortune 500 corporate outreach strategies

May 2005 – November 2008 – Marketing Director, Taylor Woodrow Homes / Taylor Morrison

• Developed partnership with the Disneyland Resort for the Innoventions Dream Home Project and managed said project from construction to launch for Taylor Morrison • Proactively developed viable marketing, public relations, and business strategies to increase product awareness • Successfully opened new markets and implemented company’s online Internet podcasting, penetrating a larger and more diversified customer base, and reducing advertising costs by 20% • Managed internal and external communications, and identified media and speaking opportunities for senior management

OCWD: Request for Qualifications for Public Relations Services

2.2: Credentials

January 2005 – May 2005 – Strategic Marketing & Communications Consultant, Barrios & Associates

• Launched entrepreneurial consulting venture and selected Executive Marketing Consultant to ABC Television’s Extreme Makeover: Home Edition developing marketing and public relations strategies • On-Site liaison between builders, trade partners, and EMHE Production Company; managed post-production process, media placement and public relations strategies

February 2003 – January 2005 – HomeAid America, Inc

• Serving as Communications Manager, Communications Director, and finally Director of Special Projects, increased company’s public profile by developing and managing promotional strategies that catapulted “national” company exposure creating millions of dollars in free advertising for HomeAid America, Inc. • Built strategic partnership with ABC Television’s Extreme Makeover: Home Edition

February 2001 – February 2003 – Director of Communications, The Richard Nixon Presidential Library

• Managed mass communications and activities between the Richard Nixon Presidential Library and the local and national news media; acted as spokesperson and media liaison for the Nixon family • Established excellent relationships with national political press and worked with the Vice President and Secret Service

July 2000 – January 2001 – Public Relations Manager, Congee Communications, CommRad.com

• Managed public relations activities, developed on-line broadcast advertisements, managed trade show promotions, and designed and produced collateral materials

February 1998 – July 2000 – Managing Director, Beaumont Art League

• Staged all media relations efforts, coordinated event production and special interest shows, developed online web presence, and developed and managed profitable educational programs

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

Brian Lochrie Prior to becoming a public affairs professional, Brian served as a 235 E. Maple Ave. Orange, California 92866 television journalist, producer and videographer, gaining years of 949-294-8269 [email protected] experience in video production. At Communications LAB, Brian regularly As a 13-year public affairs professional, I thrive on produces video for use as Public Service Announcements and web challenge. Working best under pressure, I seek out messages. In addition, Brian has provided video and audio recordings of opportunities to make a positive difference by meetings and presentations for a variety of clients including Kaiser changing public attitudes and informing customers’ Permanente and the Orange County Stormwater Program. decisions.

Education

Bachelor of Arts Degree, April 2013-Present – President, Communications LAB Communications PROJECT MANAGER FOR KEY CLIENTS: Emphasis in Radio, TV, Film • Orange County Transportation Authority – I-5 South Improvement Project California State University at • Transportation Corridor Agencies (The Toll Roads) – Tesoro Extension of Fullerton the SR-241 • Poseidon Resources – Huntington Beach Seawater Desalination Facility

• San Diego Gas & Electric – South Orange County Reliability Enhancement • County of Orange – Orange County Stormwater Program

TACTICS, SKILLS, PROGRAM IMPLEMENTATION CommunicationsLAB discover your voice • Strategic planning and timeline development • Metric Measurements • Community Outreach (Political Briefings, School Outreach, Speakers Bureau, etc.) • Video Production • Media Relations • Crisis Communications Planning • Social Media development and Online Outreach • Multicultural Outreach

September 2000 – March 2013 – President, Faubel Public Affairs PROJECT MANAGER FOR KEY CLIENTS:

• Orange County Transportation Authority – I-5 South Improvement Project

OCWD: Request for Qualifications for Public Relations Services

10 2.2: Staff Credentials

• Transportation Corridor Agencies (The Toll Roads) – Tesoro Extension of Education the SR-241 • Poseidon Resources – Huntington Beach Seawater Desalination Facility BA in Communications, California • San Diego Gas & Electric – South Orange County Reliability Enhancement State University, Fullerton • County of Orange – Orange County Stormwater Program Areas of Expertise TACTICS, SKILLS, PROGRAM IMPLEMENTATION Media Relations Strategic planning and timeline development Video Production • • Metric Measurements Community Outreach • Community Outreach (Political Briefings, School Outreach, Speakers Bureau, etc.) • Video Production • Media Relations • Crisis Communications Planning • Social Media development • Online Outreach

January 1998 – July 2000 – Sports Director, KFDM-TV (CBS), Beaumont, TX On-Air talent for 5:00 pm, 6:00 pm, 10:00 pm newscast

March 1994 – January 1998 – Sports Director, KTRE-TV (ABC), Lufkin, TX On-Air talent for 6:00 pm, 10:00 pm newscast

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

S. Justin Glover, APR Justin Glover is a veteran communicator with more than a decade of 738 E Almond Avenue Orange, California 92866 experience in reaching audiences. Serving both in state government and 850-545-8100 [email protected] in the corporate world, Glover will apply his organizational skills to assist As a public affairs professional with more than a decade of the consulting team and OCTA in reaching out to Orange County’s diverse experience, I thrive on challenge. Working best under communities. pressure, I seek out opportunities to make a positive difference by Glover hails from Florida and attended Florida State University based in changing public attitudes and informing customers’ the capital city of Tallahassee, where he later spent several years in state decisions. government. Glover served as a spokesperson for the state’s Financial

Services Department. Later, Glover represented State Farm’s Florida Education

Accreditation in Public operation in the wake of historic hurricane seasons causing billions in Relations (APR) Public Relations Society of insured damages. Glover worked with media and policymakers across the America/Universal Accreditation Board, 2012 state during the recovery. Here in Southern California, Glover has advised

Bachelor of Arts Degree, local elected officials responsible for regional public policy, including English Literature Florida State University, 2004 transportation. For example, Glover assisted Anaheim Council Member

Kris Murray as city leaders debated the construction of a trolley on Katella

Avenue.

He also worked as a campaign consultant for Orange County Supervisor

Todd Spitzer’s successful 2012 race and later served as his

Communications Director.

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

Education May 2013 – Present - Communications LAB, Lake Forest

BA in English Literature, Florida Title: Account Manager State University

APR • Provide project management for clients including Orange County Stormwater Agency, Orange County Transportation Authority. Outreach Areas of Expertise efforts include encouraging OC residents to take action to reduce stormwater pollution and to reach out to businesses and commuters affected Government and Corporate by freeway construction. Relations • Provide client support - include production of collaterals, written materials, meeting minutes, etc. for clients including Poseidon Water Resources and Public Outreach San Diego Gas & Electric Message Development 2012 – 2013 – Office of OC Supervisor Todd Spitzer

Title: Communications Director

• Handled media calls and developed media response strategy • Produced weekly newsletter and developed social media strategy • Wrote, edited and distributed press releases, letters-to-the editor, op-eds, CommunicationsLAB discover your voice talking points • Served as policy advisor for Community Resources Department, John Wayne Airport, Economic Development

2011 – 2012 – Subcontractor of Arianna Barrios and Associates, now Communications LAB, Lake Forest

• Orange County Supervisorial Candidate Todd Spitzer, now Supervisor o Campaign communications strategy and media relations o Written collateral, including newsletters, letters-to-the-editor, Op-Eds and maintained social media accounts and online materials o Campaign management and coordination with political strategists, fundraisers and volunteers • Anaheim City Council Member Kris Murray o Council Assistant, scheduling, policy strategy, communications • California Assembly candidate Rocky Chavez, now Assembly Member o Campaign communications strategy and media relations o Written collateral, including press releases, Op-Eds and newsletters o Social media strategy, including Twitter, Facebook and YouTube • Clients: Faubel Public Affairs, Catholic Charities of Orange and Nursery Products, LLC, Transportation Corridor Agency o Communications services, including writing and editing o Counsel and writing for responses to government Requests for Proposals

2006 – 2011 – State Farm Insurance (Fortune 50 Company), Tallahassee/Winter Haven/Tampa, Florida

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

Titles: Public Affairs Specialist/Legislative Specialist/Community Relations/Spokesperson

• Media Relations o Crisis communications management in the state capital, maintaining relationships with dozens of print, radio, TV and online reporters across Florida • Government Relations o Primary public affairs representative in Tallahassee, Florida’s state capital • Community Relations/Corporate Citizenship o Community engagement for Northwest Florida region and council representative responsible for strategy development to provide nearly $1 million in community resources statewide • Executive Communications o Advisor to senior executives, including company C.E.O., on internal and external communications leading up to and following controversial decisions affecting the public and employees • Internal Communications/Corporate Communications o Editor of online employee publication, “InView,” engaging an audience of more than 5,000 agents and employees

2004 – 2006 - Citizens Property Insurance Corporation (state-run), Tallahassee, Florida

Titles: Communication Coordinator/Spokesperson

• Media Relations o Primary media representative after Citizens struggled to meet financial obligations in the wake of devastating hurricanes • Government Relations: Primary point of contact for legislative and state agency staff in state capital • Executive Communications: Sole communicator for company, advising Citizens’ Executive Director and publicly appointed Chairman on media strategies, resulting in an effective response by leadership

2001 – 2004 - CFO’s Office, Florida Dept. of Financial Services, Tallahassee, Florida

Titles: Press Office Staff Assistant/Public Information Specialist/Spokesperson

• Under the Communications Director, handled day-to-day media relations for state agency, working directly with statewide-elected head of the DFS, former CFO Tom Gallagher, shortly before his bid for governor. Provided content for internal communications and press releases, speeches, articles.

OCWD: Request for Qualifications for Public Relations Services

14 2.2: Staff Credentials

Jonathan Volzke Jonathan Volzke serves as a senior account executive for 26782 Via El Socorro San Juan Capistrano, CA Communications LAB. A media and community outreach specialist, he 949-291-8098 [email protected] works on several accounts such as the Orange County Stormwater

Program, the Orange County Transportation Authority I-5 South County A 25-year journalistic career that brought increased Improvement Project and San Diego Gas & Electric South Orange County responsibility while covering complex municipal and regional Reliability Enhancement. issues. Created The Capistrano Dispatch, a community paper identified by residents in a city survey as the leading source of Volzke recently spearheaded the CalTrans effort to assist businesses in community news. Honored in 2010 by City Council with San Juan Capistrano impacted by the reconstruction of the Ortega inclusion on San Juan Capistrano’s “Wall of Highway intersection with the I-5 freeway. Volzke was instrumental in Recognition” for civic impact and community volunteerism. conducting a series of ascertainment studies with stakeholders to frame

the communications strategy. Prior to joining Communications LAB, Education Volzke was an award-winning journalist with the Orange County Register Bachelor of Arts Degree, Communications and later started his own newspaper, the Capistrano Dispatch. Volzke is a California State University at Fullerton media relations expert as well as a community insider with an innate

ability to make people feel at ease and speak their minds. For the past 15

years Volzke has hosted a unique community forum know locally as

“Coffee Chat.”

Volzke knows how to organize communities around a goal, recently

rallying fellow South County residents in support of freeway improvements

from Avenida Pico to San Juan Creek Road.

OCWD: Request for Qualifications for Public Relations Services

15 2.2: Staff Credentials

Education 2013 - Present – Senior Account Manager, Communications LAB

BA in Communications, California • Continued work as Communications LAB bought out Faubel Public Affairs. State University, Fullerton Worked on internal and external communications programs for firms such as San Diego Gas & Electric, Kaiser Permanente, Poseidon Water, Orange Areas of Expertise County Transportation Agency, and others.

Media Relations 2012 - 2013 – Senior Account Manager, Faubel Public Affairs Community Outreach • Communications and public affairs work for firms such as San Diego Gas & Municipal Government Electric, Kaiser Permanente, Poseidon Water, Orange County Transportation Agency, City of Laguna Hills, and others.

2007 - 2012 – Group Editor, Picket Fence Media

• Lead three community newspapers, supervising reporters while covering municipal and regional issues. Analyzed distribution areas to identify key CommunicationsLAB areas of concern among diverse groups of stakeholders. Also responsible discover your voice for maintaining robust websites and implementing a variety of social media while maintaining a high degree of public interaction. • Created and maintained education blog, Beyond the Blackboard, named “Best in Orange County” by OC Weekly magazine. • Created and continue to moderate weekly “Coffee Chat,” a town hall forum that began in 1998 and regularly draws more than 50 community stakeholders, including elected officials. • Launched and coordinate use of Saddleback College interns at Picket Fence Media.

2002 - 2007 – Founder, Publisher, The Capistrano Dispatch

• Created award-winning newspaper serving San Juan Capistrano • City survey found The Dispatch to be the top source of city news among three community papers serving community.

1989 - 2002 – Reporter, Editor, Orange County Register

• Responsible for breaking news coverage, civil courts beat and variety of cities. • Served in various editing positions, including Sunday Editor and North County Team Leader • Repeatedly honored in Register’s “Top Performer” program • Coordinated Register’s yearlong “Mobile Newsroom” program during Millennium year. • Honored by Orange County Press Club for “Best Beat Coverage.” • Frequently appeared on Orange County News Channel and other on-air news shows.

OCWD: Request for Qualifications for Public Relations Services

16 2.2: Staff Credentials

Francisco Barajas Francisco Barajas is a recent addition to Communications LAB and brings 21382 Lake Forest Dr. #H Lake Forest, CA 92630 along with him a dynamic background in public service. While earning his 951-990-3327 [email protected] degrees, he was able to gain experience in the workings of municipal

government on different levels, having interned with the California Fluent in Spanish and is familiar with many of the key stakeholders governor’s office in Riverside, CA as well as with Western Municipal in Orange County’s Latino community. Water District, the City of Malibu, the Association of California Cities –

Orange County, Orange County Supervisor John Moorlach’s Office, and

most recently, the City of Lake Forest.

His past work responsibilities include coordinating events, developing,

distributing, and collecting surveys, legislative analysis, extensive

community outreach to elected, business and community leaders as well

as constituents and compiling databases. Francisco is fluent in Spanish

and is familiar with many of the key stakeholders in Orange County’s

Latino community.

July 2013-Present – Account Coordinator, Communications LAB

• Provide assistance to project managers in the coordination of client services April – July 2013 – Economic Development Intern, City of Lake Forest

• Managed economic development website content • Evaluated new social media outlets • Assisted with compiling demographic reports • Updated the City’s business database and performed necessary outreach • Assisted with the coordination of business events

October 2011 – April 2013 – City Clerk Intern, City of Malibu

• Maintained City Clerk’s Master Inventory File OCWD: Request for Qualifications for Public Relations Services

17 2.2: Staff Credentials

• Copied and distributed City Council Agendas • Assisted in receiving, processing, and logging all Fair Political Practices Commission (FPPC) documents Education • Responsible for administering Recorded Documents processing and managing incoming general correspondence BA in Political Science, California • Conducted City’s first voter registration drive for the 2012 municipal Baptist University elections MPP, Pepperdine University • Conducted inquiries through the City Clerks Association of California listserv School of Public Policy and redistributed responses using Access for general reference • Developed forms used by City personnel Areas of Expertise May 2012 – August 2012 – Intern, Association of California Cities – Government Relations Orange County (ACC-OC) Community Outreach • Researched and tracked legislation as well as authored opinion Multicultural Outreach correspondence and advocacy letters on behalf of the organization • Wrote memos to educate member elected officials during Legislative Committee Meetings • Developed an internal tracking tool for legislation • Tracked pension reform across all thirty-four cities in Orange County to gauge their cohesiveness with ACC-OC’s pension reform criteria used to CommunicationsLAB educate elected officials discover your voice • Assisted in the planning and coordination of committee meetings

April – August 2012 – Intern, Orange County Board of Supervisors, Chairman John Moorlach

• Drafted briefings on board agenda items for the Supervisor in the areas of Legislation, Grants, OCTA, OCCR, and SSA on a weekly basis • Researched and compiled a database to analyze CA Department of Finance (DOF) response letters to Orange County and twenty-four other former redevelopment agencies regarding their Recognized Obligation Payment Schedule (ROPS)

• Developed a tracking mechanism to determine discrepancies between former redevelopment agencies’ first and second ROPS from the DOF • Researched best practices nationwide on employment services to support Orange County’s Ten-Year Plan to End Homelessness • Analyzed portions of the FY 2012-13 County Budget and proposed recommendations for action • Developed an internal tracking tool for legislation • Reviewed source documents from Orange County’s State and Federal lobbyists and wrote summaries • Attended public events on behalf of the Supervisor

OCWD: Request for Qualifications for Public Relations Services

18 2.2: Staff Credentials

June 2010 – May 2011 – External Affairs Intern, Western Municipal Water District

• Worked on community outreach as a representative of the District • Responsible for external communications including running two websites (assisted in design, organization, updates, original content and directing web traffic through email notifications), written correspondence on behalf of the District, and interpersonal outreach to constituents, advocacy partners, and the community at large • Assisted in the coordination of events on behalf of the district, including the creation of the invitations as well as disbursement and guest tracking • Researched pending legislation, determining the fiscal and environmental impact it would have on the district and its programs, debriefed the legislative analyst and the External Affairs Director, and authored opinion correspondence and advocacy letters on behalf of the District • Created and maintained Western’s External Affairs advocacy contact database • Assisted in the development, distribution, and collection of surveys

September 2009 – June 2010 – Intern, Inland Empire Office of the Governor

• Acted as an intermediary between constituents and the respective agency representatives • Independently researched legislative topics of interests upon requests made by constituents • Attended regional events and read speeches on behalf of Governor Schwarzenegger

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

Megan Ashley Rodriguez Megan Rodriguez is a dynamic team member with experience in 626-274-2966 [email protected] Washington, D.C. as well as local government in Southern California. She

was a deputy political director for Carly Fiorina’s 2010 campaign for U.S. Education Senate and was later a grassroots coordinator for the California Bachelor of Arts Degree, Political Science/International Republican Party. In Washington, she was a political director for GOPAC, Relations with a minor in History where she gained extensive experience in grassroots outreach. University of California, San Diego 2010 December 2012 - Present – Associate, Communications LAB Education Work with several of the company’s elected clients to manage constituent BA in Political Science, University • of California, San Diego relations, community outreach, and communications.

Areas of Expertise January 2011 – December 2012 – Political Director, GOPAC

Grassroots Outreach • Implemented GOPAC’s educational and political programs, which include campaign and policy seminars and conferences, the renowned GOPAC Government Relations audio training program, the GOPAC University, and coordinated and independent expenditures in highly targeted races across the country • Built relationships with candidates, legislative campaign committees, chamber caucuses, legislative leaders, government relations professional, state party committee members, and their respective staffs • Promote promising legislators and candidates nationally

July – December 2010 – Turnout Coordinator, California Republican Party

• Coordinated statewide Get-Out-The-Vote effort through a customized Turnout Program in 42 participating counties through a 70-day precinct operation executed by each county for the entire Republican ticket • Promoted nearly 900 endorsed candidates in the participating counties of which more than 50% were elected • Developed 59 customized versions of door hangers for participating counties and coordinated distribution through each county’s precinct operation of person-to-person voter contact (Vote By Mail and Election Day voters) with over 5,000 precinct walkers • Recruited and organized 110 out of state volunteers for a targeted voter contact program in southern California

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

June – November 2010 – Deputy Political Director, Carly Fiorina for U.S. Senate

• Developed relationships for coalition-building effort, recruited volunteer supporters for statewide grassroots operation, and secured endorsements from elected officials for the campaign’s political operation • Identified and coordinated event locations for press conferences and town halls through which the candidate could deliver her campaign message in conjunction with third party validation from real California voters • Prepared political briefings with detailed background information, political landscape, and current issues to ensure the candidate was properly informed and prepared before entering a site and engaging participants

February – June 2010 – Deputy Campaign Manager, Chula Vista Fair and Open Competition Ordinance

• Recruited and trained field staff for comprehensive voter contact program including mail, phone calls, and person-to-person precinct canvassing • Successfully passed Measure G by a 14% vote margin (57% to 43%)

October – December 2009 – Deputy Campaign Manager, Campaign Against the Recall of Jerry Kern

• Implemented 6-week person-to-person voter contact program including a full-time phone bank and precinct walk program that conducted 28,000 door- knocks and 20,000 phone calls through campaign volunteers and interns • Defeated recall by 27% vote margin (63% to 36%) despite being outspent three to one

February – November 2008 – Senior Regional Political Director, April Boling for San Diego City Council

• Conducted person-to-person voter contact and mail program • Assisted senior staff in planning, organizing, and executing an Election Day Get-Out-The-Vote program

August – October 2008 – District Office Congressional Intern, Congressman David Dreier (CA-260

• Conducted constituency casework, correspondence, and research

January 2008 – April 2011 – Executive Director, California College Republicans

• Oversaw and managed day-to-day organizations operations

OCWD: Request for Qualifications for Public Relations Services

2.2: Staff Credentials

• Conducted College Republican chapter recruitment and development throughout California • Editor in Chief of the California College Republican magazine Moxie

September 2009 – June 2010 – Statewide Chair, Students for Carly Fiorina

• Organized and led a statewide network of over 30 student chapters and hundreds of volunteers • Volunteer Manager of a team of 100 at the California Republican Party Convention, March 2010

OCWD: Request for Qualifications for Public Relations Services

22 23 24 25 26 Barrios & Associates, LLC dba Communications LAB

03/31/2015 2005124221

NAICS Codes: 541820, 541430, 711510, 561410, 541511, 813940, 541613, 541910, 541860

UNSPSC Codes: 27 2.3 Experience

The firm’s specific experience of partners and supervisory staff: CommunicationsLAB discover your voice

Barrios & Associates has been in business since 2006 and is the banner 25 Orchard Suite 250 Lake Forest, CA 92630 under which marketing communications expert, Arianna Barrios, has

Contact assisted numerous private and public entities in meeting their Brian Lochrie (949) 215-5539 communications goals. As a strategic consultant and project manager, [email protected] Barrios is an award-winning public relations professional who grew her

consulting firm into a bricks and mortar agency. In 2012, Barrios began

discussions with Faubel Public Affairs to acquire its marketing and media

division in partnership with her husband, Brian Lochrie. In early 2013

Barrios & Associates became an LLC entity, and the transition was

complete with a newly minted dba, Communications LAB. The new firm

serves the combined clients of both firms and brings together the talent

and experience of Lochrie and Barrios, the “L” and “B” of Communications

LAB.

Brian Lochrie serves as the agency’s President and is a project manager

for many of Communications LAB’s key clients. With a total staff of six full-

time regular employees, the firm also subcontracts with a number of

talented professionals, expanding its capabilities and network of

relationships.

OCWD: Request for Qualifications for Public Relations Services

2.3 Experience

Current clients include: the Orange County Transportation Authority

(OCTA), the Transportation Corridor Agencies (TCA), San Diego Gas &

Electric (SDG&E), Disneyland Resort, the City of Anaheim, the Orange

County Stormwater program, the Orange County Taxpayers Association

(OCTax), Poseidon Water and others.

Communications LAB has extensive experience working with OCWD

partners and supervisory staff. We have worked with OCWD staff

throughout the Groundwater Replenishment System community outreach

and more importantly, we have worked closely with staff and the OCWD

legal team, including Ed Connor, as it relates to community outreach and

public education.

Although the Communications LAB banner has only been in existence for

the past year, Barrios & Associates has been facilitating client

communications strategies in Orange County for more than 7 years. Our

combined team of professionals boasts nearly 100 years of public

relations and media relations combined experience. A majority of our staff

members have worked together for several years under the Faubel Public

Affairs banner.

OCWD: Request for Qualifications for Public Relations Services

2.3 Experience

Two of our key staff members (Jonathan Volzke and Brian Lochrie) are

former journalists who understand the importance of media relations.

They have many close friends and acquaintances in the Orange County

media and understand how a reporter thinks and what a reporter needs.

They have met with the OC Register editorial board regularly with several

clients and are familiar with several of the news blogs and activist blogs in

Orange County that address public policy issues.

Communications LAB’s office is located in Lake Forest, California and

more information about the agency can be accessed online at

www.CommunicationsLAB.com.

OCWD: Request for Qualifications for Public Relations Services

2.4 History of Firm

History of the firm, especially experience with controversial issues that has involved high profile litigation, working in a political climate, environmental injustice and/or crisis communications

This is where Communications LAB particularly shines. We specialize in

developing strategic communication plans for clients facing controversial

issues in crisis situations.

Among those clients we’ve assisted in that regard – either independently

or under the Faubel Public Affairs banner – include:

Orange County Water District (OCWD)

North Basin Groundwater Protection Project – We conducted door-to- door outreach of the businesses along Orangethorpe to inform them about the project after they had been misinformed about the extent of the construction that would be needed through this area of Fullerton. We assisted with developing talking points, gathering support letters, developing key message points and working with elected officials throughout the OCWD service territory to ensure our messaging was clear, concise and being communicated efficiently and effectively.

Because this is key to the RFQ, we have included several pieces of collateral material developed for this project in concert with OCWD staff.

OCWD: Request for Qualifications for Public Relations Services

2.4 History of Firm

Groundwater Replenishment System – We worked closely with former OCWD Communications Director Ron Wildermuth and his staff to assist with communications planning and outreach for the Groundwater Replenishment System. We helped to set up speakers’ bureau events, project tours, develop a video, develop a project brochure and assist with media relations. We also coordinated and conducted the GWR System Dedication Ceremony when the project went online.

Poseidon Water Huntington Beach Seawater Desalination Facility

We are currently working with Poseidon Water to develop a 50 million- gallon-per-day seawater desalination facility in Huntington Beach. The project has the potential to help further drought-proof Orange County, but has not been without controversy. Some environmental organizations oppose the project based on the screened intake pipes that would be used to draw in the seawater. This intake process is the primary reason the California Coastal Commission requested more studies be done on the proposed project before rendering its decision on its Coastal Development Permit. We are working closely with Poseidon Water to ensure this needed new drought-proof water supply receives the regulatory permits necessary to potentially become a new part of Orange County’s water portfolio.

OCWD: Request for Qualifications for Public Relations Services

2.4 History of Firm

County of Orange – Public Works Orange County Stormwater Program

For the past nine years we have worked with the County of Orange and all 34 Orange County cities to conduct public education and outreach for the Orange County Stormwater Program. The program is focused on reducing surface water runoff and reducing the amount of pollutants in our waterways.

We are currently working closely with several Orange County water districts and producer cities to promote our OC Garden Friendly program, which encourages residents to plant California Friendly foliage and use drip irrigation and other water use efficiency measures.

SR- 241 Foothill-South Toll Road Extension

The Transportation Corridor Agencies (TCA), sometimes called “The Toll Roads” have been working to complete the SR-241 Toll Road since it was put on the Master Plan of Arterial Highways in 1981.

Because of perceived environmental impacts to Trestles, the state beach at San Onofre, the project has remained mired in regulatory roadblocks and litigation. Last year’s effort to extend the 241 Toll Road to the area near Ortega Highway (SR74) was thwarted by the San Diego Regional Water Quality Control Board.

OCWD: Request for Qualifications for Public Relations Services

2.4 History of Firm

Our effort to promote public education and information about the project has been successful. Public Opinion Research surveys show that more than two-thirds of the residents in South Orange County support the completion of the 241 Toll Road. However, a vocal minority with influence of legislators outside Orange County have been successful in delaying this needed traffic relief project.

Other controversial projects we’ve assisted with community outreach and public education include:

• Waste Management strike – crisis communications / media relations

• San Diego USD teachers’ strike – crisis communications / media relations

• Orange County Fairgrounds Preservation Society “Derail the Sale” effort

• City of San Clemente “No Double-Tracking” public education

• The El Toro Reuse Planning Authority (ETRPA) anti-El Toro Airport effort

• OC Registrar of Voters eSlate electronic voting system public education

• Buena Park charter city public education and information effort

• Nursery Products biosolid composting recycling facility

• Cascade Apartment crisis communications after Freeway Complex Fire

• Diocese of Orange

• Measure H – Tobacco Litigation Settlement Agreement in OC

• Kaleidoscope Outdoor Electronic Signage in Mission Viejo

OCWD: Request for Qualifications for Public Relations Services

2.5 Similar Engagements

Experience with similar engagements (Districts set up by Special Act of California State Legislature) CommunicationsLAB discover your voice

25 Orchard Communications LAB and its staff has worked for or is currently working Suite 250 Lake Forest, CA 92630 for many of Orange County’s special districts approved by the California

Contact State Legislature, including: Brian Lochrie (949) 215-5539 [email protected] • The Orange County Water District

• Mesa Consolidated Water District

• The Orange County Fire Authority

• Orange County Vector Control

• The Orange County Transportation Authority

• The Transportation Corridor Agencies

OCDW: Request for Qualifications for Public Relations Services

2.6 Fees

Fees for public relations services set out by hourly rates by person.

Among the benefits of hiring a consultant is that the District does not pay the cost or overhead for benefits and the District is able to complete the contract on a date certain to avoid additional staffing for a short-term project. This “rifle-shot” approach provides the expertise needed, while protecting the ratepayer dollars.

Our competitively priced rate sheet is noted below:

Client Rate Sheet

Arianna Barrios, Chief Executive Officer $190/hour

Brian Lochrie, President $175/hour

Jonathan Volzke, Senior Project Manager $165/hour

Justin Glover, Asst. Project Manager $150/hour

Francisco Barajas, Account Executive $130/hour

Helene Gautreau, Controller $100/hour

Megan Rodriguez, Independent Contractor $100/hour

Intern $75/hour

OCDW: Request for Qualifications for Public Relations Services

36 3.0 References

Lisa Telles Chief Communications Officer, Transportation Corridor Agency (TCA)

Since early 2001, Communications LAB has been Transportation Corridor Contact 125 Pacifica, Suite 100 Agencies’ (TCA) lead firm to provide public information and outreach Irvine, CA, 92618

(949) 754-3400 specifically to south Orange County to gauge public support and gain

Project public input for the proposed completion of the 241/Foothill-South Toll SR-241 Tesoro Extension Road in south Orange County. Communications LAB helped TCA develop

a comprehensive outreach program for the completion of the final leg of

the Toll Road system.

Communications LAB has created numerous direct mail pieces, which

were sent to south Orange County residents to inform them of TCA’s

plans to extend the road and to gather public opinion about the plan. The

firm also produces a quarterly newsletter that is sent to people who have

expressed an interest in TCA’s expansion project. In addition,

Communications LAB also conducts regular polling to gauge any changes

in public opinion. This allows us to stay on top of public concerns and

address them appropriately. With the recent decision by the U.S.

Secretary of Commerce, which all but eliminated the preferred route, TCA

has continued to rely on Communications LAB to reach out to the

community in an effort to gather information from residents, business

OCWD: Request for Qualifications for Public Relations Services

3.0 References

owners and critical stakeholders regarding the region’s support for this

project, which will provide traffic relief to millions of motorists.

Duane Cave External Affairs Manager, San Diego Gas & Electric (SDG&E)

Contact Communications LAB provides comprehensive community outreach, 662 Camino de los Mares San Clemente, CA 92673 public education and online outreach services to San Diego Gas & Electric

(949) 361-8065 (office) (SDG&E) to support its efforts to build the South Orange County Reliability (714) 309-5733 (cell) Enhancement (SOCRE) project. The SOCRE project will replace one set [email protected] of transmission lines with new lines that provide additional power and Project The South Orange County additional reliability for the region. The project will also replace many of Reliability Enhancement Project the older wood poles with new steel poles and rebuild the San Juan

Capistrano substation, which was last renovated in the 1950’s.

Communications LAB has conducted an extensive outreach campaign,

which includes a speakers bureau for the region and political outreach to

city councils as well as county, state and federal elected officials to keep

them informed about the project. Communications LAB has also

developed a website on behalf of a community group that supports the

project (Citizens for Safe and Reliable Power –

www.reliablepowernow.org).

OCWD: Request for Qualifications for Public Relations Services

3.0 References

This third-party coalition was key in delivering project support at a recent

scoping meeting that was held by the Public Utilities Commission. We also

led a “charrette” with the community to have neighbors and residents help

select the architectural design concept for the buildings that will house the

new substation. Further, we went door-to-door with bilingual staff to inform

community members about the project and encouraged their involvement.

More recently, we opened an outreach office in downtown San Juan

Capistrano less than a mile from the substation that is being proposed to

be rebuilt. The outreach office has videos that were developed for the

project, a brochure that explains the project and outreach office staff fluent

in English and Spanish.

The proposed project enjoys widespread support from community

members and businesses throughout the SDG&E service territory.

Mike Hyland Director Public Relations, Disneyland Resort Contact 1313 S. Disneyland Drive Anaheim California, CA 92802 Disneyland Resort hired Communications LAB five years ago to create (714) 781-4500 and maintain a dynamic system to track attendees for special events. In [email protected] that time, the firm has deployed this system for several high-profile Project Disneyland Resort Special Disneyland Resort events including the grand opening of Cars Land, the Events Infrastructure Project

premiere of World of Color, the re-opening of Star Tours and the grand

OCWD: Request for Qualifications for Public Relations Services

3.0 References

opening of Disney’s Aulani Resort & Spa in Hawaii. Cars Land,

representing a billion-dollar investment by The Walt Disney Company,

was launched with appearances by celebrities and VIPs including country

singer Brad Paisley and Disney CEO Bob Iger. Guest and media

attendance at the grand opening events was expected to stretch beyond

previous event records, leading to the need for an extensive guest

tracking system.

Communications LAB successfully created a complete online invitation

experience for invited guests. The web-based solution included a

consumer-facing website with real-time RSVP applications to track

invitations and guest information across multiple departments including

Promotions, Public Relations, Public Affairs, Special Events, Merchandise

Special Events and Club 33.

In addition, Communications LAB provided a branded package of event

collateral that included collectible save-the-date mailers, event signage,

event programs and press kit packages.

The following proprietary web applications have been designed and

implemented for the above and several other high-profile Disneyland

Resort events: email reservation app, event tracker app, event email app,

media host app and contact management app.

OCWD: Request for Qualifications for Public Relations Services

Appendices: Work Samples

Work Samples WATER ISSUES: Below are a few examples of collateral and outreach materials Orange County Communications LAB has created for past and current clients, particularly Water District OCWD. Many of these were developed after extensive community ascertainments.

OCWD: Request for Qualifications for Public Relations Services : 41 Appendices: Work Samples

OCWD: Request for Qualifications for Public Relations Services : 42 Talking points for Orange County Water District Meeting

OCWD Board of Directors Meeting June 20, 2012, 5:30 p.m. 18700 Ward Street, Fountain Valley, CA 92708

• The groundwater basin is a critical resource, providing 70 percent of the water needs for 2.4 million people in Central and North Orange County. California’s water-delivery systems cannot afford to have such a resource tainted by pollution.

• Starting in the 1950s, corporations routinely dumped Volatile Organic Compounds and other chemicals – some known to cause cancer – that were allowed to seep into the groundwater basin. Two wells in the City of Fullerton were destroyed because of the toxic plume

• The plume is now more than 8 square miles under Fullerton and Anaheim, and moving, so the district needs to act quickly.

• The district should use the state-of-the-art techniques to remove the contaminants from the basin. The “pump-and-treat” method proposed is superior to the less expensive “well head treatment.”

• Taxpayers should not be forced to pay for the basin cleanup, which could cost $200 million. The corporations responsible for allowing the chemicals to enter the groundwater should bear the burden of returning the basin to its unspoiled condition.

Questions? Contact Brian Lochrie, Faubel Public Affairs, (949) 294-8269.

NorthNorth BasinBasin GroundwaterGroundwater ProtectionProtection ProjectProject (NBGPP)(NBGPP)

MARCH 2012 UPDATE

The Orange County Water District (OCWD) was established in 1933 by an act of the California Legislature to manage and protect the groundwater basin that underlies northern and central Orange County. 19 cities and water agencies draw 65-75% of their water supply from the groundwater basin. Pollutants called Volatile Organic Compounds (VOCs) have been detected in parts of the basin. These chemicals were used in industrial manufacturing that took place in Fullerton and Anaheim over the course of many decades. Your drinking water is safe and meets or exceeds all stringent state and federal drinking water standards. If this contamination is not contained and cleaned up, it could threaten your local drinking water supplies in the future, making the area dependent on more costly and less reliable imported water supplies from Northern California and the Colorado River. OCWD has developed the North Basin Groundwater Protection Project (NBGPP) to contain and clean up the contamination.

IS MY WATER SAFE TO DRINK? WHO WILL PAY FOR THE Yes, your water is safe to drink. It meets or exceeds all CLEAN UP? stringent state and federal drinking water standards. OCWD is currently in litigation with the corporate entities However, contamination in the groundwater basin is moving that polluted the water to seek payment for the cost of the towards the parts of the basin where your drinking water clean up, rather than taxpayers absorbing the cost. The comes from. Several wells have been taken out of service case goes to trial in late March 2012. because these contaminants were approaching elevated levels in those wells. The NBGPP utilizes state-of-the-art Looking to save money, the corporate polluters have technology and proven, best practice treatment methods to proposed a cheaper, experimental treatment method. But stop the contamination, protect your local water supply and after a year of field testing, the polluters’ proposed cheaper prevent more wells from being shut down. This is the same method has proven to be ineffective for the types and water purification technology approved by the concentrations of contaminants present, and in fact has Environmental Protection Agency (EPA) and the U.S. Navy shown a potential to introduce new contaminants into the that is being used in Irvine to clean up its groundwater after water supply. Though they claim it will be cheaper up-front, contaminants were found in the water after the El Toro the polluters’ proposed clean up method will cost far more Marine Corps Air Station closure. money in the long-run and, more importantly, will not protect the water supply. OCWD is committed to WHO IS RESPONSIBLE FOR THE protecting the quality of Orange County’s groundwater and plans to use the same proven, state-of-the-art technology CONTAMINATION? used in Irvine to ensure safe, clean drinking water for the The improper disposal of chemical solvents and fuel residents and businesses of Fullerton and Anaheim. compounds has been traced to corporate polluters that operated industrial and manufacturing facilities in Fullerton WILL CONSTRUCTION IMPACT and Anaheim. MY BUSINESS OR RESIDENCE? COST Construction will not have a significant impact on any local businesses or residents. The construction work at the The contamination took decades to spread and will take intersections along Orangethorpe Avenue and Harbor approximately 30 years or more to clean up. The cost to Boulevard will occur at night. The work to lay the pipeline construct the system will total approximately $47 million and under the road will be confined to the median and one the cost to operate and maintain the system will be single lane closest to the median. All driveways to approximately double that amount over the next 30 years. nearby businesses will remain continuously open.

Additionally, the construction will be phased in 300 to 600- NEXT STEPS foot increments so that the trench will be dug, the pipe will A Draft Subsequent Environmental Impact Report (SEIR) be laid and the roadway will be repaired so that regular was prepared and circulated for public comment in May traffic will resume within a day or two of the construction on 2011. Some of the polluters submitted numerous comments that section. OCWD will have a construction hotline on the Draft SEIR. To address those comments, which (714-378-8244) if any businesses or residents have any included proposed alternatives deemed inappropriate, questions or concerns prior, during or after construction. OCWD had to conduct considerable supplemental analysis. Although the conclusions of the SEIR did not change, CONTACT INFORMATION: OCWD decided to recirculate some sections of the SEIR. Businesses and residents located in close proximity to the project sites Those revised sections of the Draft SEIR were recirculated will be notified about start dates as we get closer to for public comment on March 1, 2012. Once the final SEIR construction, which will begin in summer 2012. In the meantime, if you have any questions or concerns about the NBGPP, please contact the is adopted by OCWD’s Board of Directors, construction can OCWD construction hotline at (714) 378-8244.44 begin. For more information about OCWD, visit www.ocwd.com.

NorthNorth BasinBasin GroundwaterGroundwater ProtectionProtection ProjectProject (NBGPP)(NBGPP)

FULLERTON & ANAHEIM, CA

COMPONENTS & TIMELINE Hydraulic containment extraction wells is the state-of- the-art proven method to stop this type and magnitude of contamination from spreading and reaching your drinking water supplies. The project includes:

6 Extraction Wells (5 Com- pleted) (Fullerton & Anaheim) • Each will pump water between 100 to 1,000 gallons per minute (gpm) (total of approx. 3,000 gpm) • Except for electrical control panels, all well facilities will be in underground vaults • Low maintenance. Every 5 to 10 years pumps may need to be removed and screens rehabilitated

5-Mile Pipeline (Design completed. Construction to start summer or fall 2012) (Fullerton & Anaheim) • Connects extraction wells to the central treatment plant • Majority of pipeline located along Orangethorpe Avenue in Fullerton and Anaheim, between Richman Avenue and State College Boulevard • Phased construction - 300 to 600 feet at-a-time. Work and equipment confined to the median and one lane only closest to the median (south side of street) • Approx. 10 ft. trenches will be dug, bedding and pipe will be laid down and covered immediately, making each small segment of roadway reusable to regular traffic within a day or two, before work begins on the subsequent section of roadway • All driveways to nearby businesses will remain continuously open • Construction at intersections along Orangethorpe Avenue and Harbor Boulevard will only take place at night

Central Treatment Plant (Design in progress. Construction to begin spring 2013) (Anaheim) • Secured facility located on public property within an industrial/commercial land use zone • In Anaheim, approx. 400 ft. south of the corner of East Orangethorpe Avenue and North State College Boulevard • Cost-effective way to treat the extracted contaminated groundwater even if the mix of contaminants and their concentrations change, as is expected • Will readily support modifications to the NBGPP if determined to be necessary sometime in the future (e.g., add additional extraction wells, modify pumping rates) • Provides flexibility to handle expected variations in contaminant concentrations, flow rates and contamination types • Proven, industry-best-practice treatment methods to be performed: Granular activated carbon to treat VOCs, advanced oxidation (ultra-violet light [UV] and hydrogen peroxide) for 1,4-dioxane, and ion exchange for nitrate and perchlorate ensuring the treated water meets state and federal groundwater and drinking water standards • Treated groundwater gets injected back into the basin, up-gradient of most of the VOC contamination • Eventually, most of the injected water will be extracted by the NBGPP extraction wells (i.e., recirculated), providing added protection of down-gradient drinking water supplies • The treatment plant will be located in close proximity to the injection wells

12 Injection and 12 Monitoring Wells (Construction to begin summer 2012) (Fullerton & Anaheim) • Clean water will be injected back into the groundwater basin via 12 injection wells 45 • Continuous monitoring of the groundwater basin with 12 additional monitoring wells

PRSRT STD U.S. POSTAGE PAID SANTA ANA, CA PERMIT NO. 949

74693-Faubel_Public_Affairs.indd 1 4/9/11 12:28 AM 47

74693-Faubel_Public_Affairs.indd 2 4/9/11 12:29 AM 48 Orange County Water District Clean water advocacy

A response to the OCWD Request for Qualifications Submitted by H+K Strategies and the Dewey Square Group

March 18, 2014 Table of contents

Situation overview The pathway ahead The importance of character What we can do About H+K Strategies About the Dewey Square Group Relevant experience Bios Budget matters

2 Strategic overview

Successful advocacy never follows the easy path. It requires hard work, a nimble approach and perseverance to build support that influences change. In matters involving water in California, where longstanding positions of ownership, authority and management frequently clash, advocacy can prove to be a particularly difficult pathway fraught with obstacles, well-funded opponents and no small measure of passion.

The Orange County Water District has a long history of advocacy on behalf of the millions of residents served by the clean water it manages and delivers to providers. In addition to pioneering efforts to manage the vast groundwater basin and extend water supplies through recycling, it has one of the most sophisticated water protection programs in the country. Here, much like in other California jurisdictions, every drop of water matters.

In this framework, OCWD’s efforts to preserve its ability to identify potential polluters and to require that polluters foot the bill for the investigation and clean-up of contamination is a logical extension of its advocacy on the public’s behalf. These efforts help ensure that the product OCWD delivers is safe and available, and at the lowest cost possible to ratepayers.

However, these efforts are not without opposition. With three bills pending in the state Legislature, and with public awareness focused on water matters amid California’s current drought, the Orange County Water District has an opportunity to reframe public discussion and align supporters around a clear understanding of purpose – to protect the public water supply and to beat back efforts that could weaken enforcement and shield polluters from the high costs associated with contamination.

3 The pathway ahead

Hill + Knowlton Strategies and its Sacramento-based subsidiary, the Dewey Square Group, have deep experience supporting organizations with strategic communications programs that drive change or help meet business goals. Our reputation management skills also help ensure that strong brands remain so.

Through the years, we have played a role in advocacy efforts and coalition building at the federal, state and local levels. From spurring community efforts that led people to sign up for health insurance under the Affordable Care Act, to driving understanding and support for nuclear energy as part of a balanced clean energy portfolio, to preserving a local Orange County waste hauler’s ability to operate a recycling facility next to an elementary school, we understand the value of a strong story told well, imbued by a vision and facts that are embraced, echoed and enhanced by others and played out in today’s fast-moving communications environment.

We appreciate the opportunity to respond to the District’s Request for Qualifications.

We hope that the information included here leads to a wider conversation that helps us better understand the dynamics shaping this current issue, and your legal and political strategies, so we can work with you to build and implement the optimal communications strategy to preserve the District’s brand strength and to clarify its efforts to preserve the safety of groundwater supplies.

Your Hill + Knowlton Strategies Team

4 The importance of character

As a group of professionals, we are both strategists and Brand: What you say about tacticians – part of an international network that embraces yourself research-based strategic communications and builds messages and delivers them to targeted audiences in Reputation: What the public ways informed by those insights. We also understand that chooses to believe conversations are no longer one way – that social media Behavior: How your democratizes information flow and invests in individuals organization acts the power to engage and shape public opinion. In this evolving dynamic, the public is more apt to believe in organizations that have a strong character, that balance Brand their behavior with their values, in pursuing their mission and meeting the needs of the people they serve. When the public sees behavior misaligned to stated values, they Character may view organizations more harshly. For our clients, the path to communicating character is clear: Behavior Reputation 1) Know your values 2) Listen to your stakeholders 3) Communicate relentlessly 4) Measure your impact.

5 What’s being said…

"On its face, it looks like motherhood and apple pie and pollution cleanup. In reality, it's a court do-over." “If passed, the legislative measures ... Lucy Dunn, president and CEO Orange County Business Council may have a profoundly negative impact on groundwater quality, water supply costs, water supply reliability and public health … At this time it “AB 2712 establishes a appears AB2712 could add framework for a more unnecessary additional regulatory collaborative approach by OCWD burdens and provide no benefit to the and other long-established District’s rate payers.” groundwater regulators. This will Michael Markus, General Manager, OCWD in turn curtail excessive litigation and protect ratepayers …” Assemblyman Tom Daly, D-Anaheim

6 What’s the answer? 7

Up to now, your opponents have been vocal in shaping the answer to the question asked by the Orange County Register. If we have the chance to partner with you on this, we’ll aim to rebalance the prism and communicate a position that leaves little doubt: that by collaborating within the existing regulatory framework, the OCWD is best suited to protect the groundwater supply so critical to Orange County communities.

3/18/2014 How we can help

In articulating answers to questions being asked by policy makers and the business community, and in activating ratepayers, supporters and environmentalists, H+K Strategies and the Dewey Square Group can help in a number of ways, and we stand by ready to assist:

We can support OCWD in building a strategic campaign informed by research that reinforces the District’s position as responsible stewards of the area’s water supply. We can conduct focus groups and polling to assess public perceptions, concerns and other issues that could influence the thinking of policy makers and their actions as the weeks unfold. We can support message development. We can create a toolkit for use by a supportive coalition of cities, businesses, individuals, groups and others to help deal with inquiries and inform the public. The toolkit would include messaging, outreach strategies and materials, including presentations, fact sheets and other materials that can help balance the prism through which these issues are discussed. We can provide media support and public outreach. We can build, monitor and leverage social media and web-based assets to support coalition efforts. We can facilitate development and placement of direct mail, video and advertising. We can measure our efforts and adjust as necessary.

8 Our capabilities

March 18, 2014 Research

Augmenting research will help us more fully understand whether these issues have impacted the Our Research + Data District’s reputation in any way, as well as clarify how the public views the District and its ongoing efforts to Insights team is the best protect and expand water supply in Orange County. in the business, and capable of providing the Among possible tactics: full suite of research tools A media landscape analysis to evaluate the reach needed to inform of coverage to date. campaign strategy and A benchmark survey targeting registered voters and “opinion elites” to assess attitudes about the message development, OCWD and begin to determine credible assess public and media messengers among specific demographic groups. opinion and align An environmental audit to help determine potent materials and audiences. allies and agitators Qualitative focus groups to help mine for optimal messaging language and context to frame outreach activity and coalition building

10 Messaging

Four functions of message: In influencing public opinion, OCWD messages must be 1. Relevance: true, compelling, succinct and actionable. Get the right people to care

They must reflect and 2. Comprehension: address what opponents are Get people to understand saying, and be appropriately tailored to the campaign’s key targets. 3. Credibility: Get people to believe We’ll work with you in a process-driven effort to build a messaging framework for 4. Urgency: use with a range of Get people to act stakeholder groups, including the media

11 Message development process

SCRIPTING & DELIVERY & INPUT SYNTHESIS REFINEMENT MEASUREMENT

Analyze objectives Craft messaging Script messaging Present to Board framework document Interview key partners Communicate new Set message criteria Apply message criteria: messages internally for Review dynamics & - True broad comprehension media analysis Conduct messaging - Compelling workshop in which we: - Succinct Train spokespeople to Analyze target market • Agree to core - Competitive bridge to new messages & public behavior message concepts Check against objectives • Agree to story flow Check against Incorporate into all Analyze opponent • Agree to strategy for competitive messaging materials moving forward messaging differentiation Review with messaging • Surface concerns & team for final input Measure message pull- Review existing build consensus Revise as needed through in media and stakeholder impressions messaging material • Finalize conceptual Develop initial outline of messages recommendations Adjust supporting messages as needed

Messenger training

Through supportive role playing exercises, we’ll work with spokespeople to ensure each media engagement is optimized in delivering important and aligned OCWD messages. Our customized sessions focus on four key components for success:

– COMFORT in understanding the rules of engagement for any engagement – CONFIDENCE that comes with insight into the importance of a strong message and what it takes to break through, even when the going is tough – CREDIBILITY that comes with practice, incorporating effective feedback and in playing to our strengths – CONTROL in putting this knowledge and expertise into play.

Media relations 14

As you know, the media environment in California is dynamic and democratized, H+K Strategies’ and the Dewey Square with public policy influenced both from Group boast a strong media team, which Orange County to Sacramento. includes former journalists and seasoned While mainstream media continue to communicators. hold important sway in the public The team we would make available to the debate, the power to shape opinion is Orange County Water District includes: possible by anyone with an Internet connection or a mobile device. Among them: Understanding the media landscape, A former reporter and editor for the social media and the factors that Los Angeles Daily News. influence coverage is hallmark to the A former correspondent for Newsweek work we do at H+K Strategies. At the magazine, who most recently led heart of our success is the reciprocal political and environmental coverage nature of the relationships based on the from the West Coast. trust we build with the press. We ensure Los Angeles relevance and responsiveness, and in A freelance writer for the Times turn, reporters often turn to H+K and our ’ community newspapers in Orange County clients first when developing story ideas Costa Mesa and the Register and looking for commentary.

3/18/2014 Stakeholder engagement

We approach consensus building that drives favorable decision-making much like a political campaign aims to win the vote on Election Day. As a firm, we have built consensus, influenced behavior and raised stakeholder awareness within diverse communities on broad issues of public concern in California, including issues related to the manufacture and use of polystyrene foam, the narrowing of the Digital Divide, reducing teen pregnancy, expanding access to basic telephone service and encouraging families to eat more fruits and vegetables and encouraging participation in the ACA’s new healthcare insurance programs. The work across communities and demographics that we do is informed and calibrated by strong research, which imbues our messages, our strategic approach to branding, our stakeholder development and recruitment, and the tactics we deploy, from media relations, community outreach and hosted town halls, to paid advertising, direct mail and social media interactions.

• Information toolkits for briefings, • Web-based assets meetings and outreach • Op-eds • Third-party engagement and support • Advertising and direct mail • Outreach to environmental, community and business groups

15 Coalition building

OCWD’s Groundwater Replenishment system helped earn the District worldwide recognition as a leader in sustainable, innovative use of water. The project has burnished the District’s strong brand internationally, which was confirmed recently with the Lee Kwan Yew prize, awarded by the Singapore government. The District has built this brand by extending supply, protecting the area’s resources – and doing it in ways responsible to ratepayers.

We will work with your team to develop and activate a coalition of leaders, individuals and groups committed to ensuring that Orange County’s groundwater resources – which account for a majority of the drinking water supply available to the county -- are not compromised through the spread of industrial and other contamination, and who will recognize OCWD for its ongoing efforts.

In Orange County, we will work to identify and organize a coalition of local interests, leaders and concerned residents representative of the cities and water agencies served by the District and committed to protecting the region’s water. In Sacramento, we will work to expand this coalition by identifying and organizing other statewide groups whose interests might be adversely affected if Orange County were to face a degradation of its groundwater resources.

16 Digital

Our experience tells us that the most effective digital campaigns supportive of coalition building and brand repair leverage cohesive narratives to form personal, engaging connections.

In the Orange County Water District’s case, an effective digital campaign will take a data-driven approach that highlights the District’s environmental record and reinforces quality management steps alone and in partnership with regulators underway to sustain the groundwater basin.

Digital engagement will focus attention on targeted audiences and provide messaging that enables political and media stakeholders to amplify our voice.

To help promote this narrative, we recommend expanding online platforms to share balancing information. This, coupled with the other unified narrative elements, will effectively convey to key targeted online audiences what you stand for and what you want care about.

17 H+K Strategies: at a glance 18

Global network of 85 OFFICES in 46 COUNTRIES and an extensive list of associates worldwide A strong CALIFORNIA TEAM with offices in Santa Monica, Costa Mesa and San Francisco. Our sister agency, Dewey Square Group, has offices in Sacramento. Integrated team of TRUSTED ADVISORS and creative experts Part of WPP, one of the world’s largest communications services groups, with clients representing 46 of Interbrand’s 2010 TOP 100 GLOBAL BRANDS An unparalleled source of WISDOM and has worked with 50 percent of the FORTUNE 500 worldwide Unrivaled EXPERTISE in public opinion research, reputational benchmarking, digital and social media strategies, crisis communications, financial communications, public affairs and media relations Dewey Square Group: at a glance 19

HEADQUARTERED IN SACRAMENTO, Dewey Square Group’s California office provides government relations, strategic communications, social media management, signature event production, and grassroots organization services. Award-winning work includes ADVOCACY before the state legislature and the administration, and the development of high level events such as Maria Shriver’s nationally renowned “Women’s Conference,” the “She Shares” discussions with women leaders, and the Special Olympics Global Development Summit. DSG’s California office is deeply versed in the key issues of importance in the state. The lobbying and public affairs teams bring DEEP EXPERIENCE to the challenges facing an array of industries on issues such as privacy, communications, ENERGY AND ENVIRONMENTAL REGULATION, taxes, and labor. A thorough understanding of California’s political and social landscape. Our services

Business-to-Business Corporate Change + Internal Digital Financial Communications Communications Communications Communications Communications

Marketing Media Relations Public Affairs Reputation Management Research Communications + Corporate Advisory

Risk Management + Sports Marketing + Sustainability + Diversity Training Crisis Management Sponsorship Corporate Social Communications Responsibility Our sectors

Transport + Consumer Goods + Health Providers Fashion + Luxury Consumer Health Chemicals + Shipping Products Services Plastics

Property + Professional Food + Travel, Leisure + Healthcare + Banking, Finance + Construction Services + Beverage Tourism Pharmaceuticals Insurance Consulting

Automotive Energy + Entertainment Government + Technology Sports Environment Public Sector Our experience

Examples of our experience:

Community outreach, stakeholder engagement, media relations: Major oil company H+K Strategies has provided community outreach, stakeholder engagement and media relations support for a major oil company connected to two, separate US pipeline breaches in which crude oil impacted a major river and a lake used for recreation and fishing. Our work, in conjunction with the company and multiple state, local and federal government agencies, included resonant communications activities beyond the crisis event to restore reputation, communicate key aspects of cleanup and to preserve the broader operating environment.

Strategic media relations, stakeholder engagement: Dart Container Corporation As the company sought to beat back a proposed statewide ban on its products in California, Michigan-based Dart engaged H+K Strategies to build a communications program aimed at articulating the benefits of polystyrene foam food service products in preserving public health, protecting manufacturing jobs and promoting recycling. Using focus group data, H+K built a messaging framework and facilitated stakeholder engagement (including award submissions) and media relations outreach in support of a public affairs effort waged in small towns and Sacramento to position foam as a recyclable commodity and important to small businesses apart from more- expensive alternatives. Since 2009, Dart has succeeded in defeating three statewide legislative efforts as it continues to fight local municipal bans in coastal communications.

Thought leadership: The Women’s Conference From 2004-2010, DSG worked closely with Maria Shriver during her tenure as California’s First Lady to transform the California Governor’s and First Lady’s Conference into a premier gathering. DSG co-executive produced the Conference, securing the attendance of world leaders, and managing all speaker preparation and coordination. The Women’s Conference earned coverage from hundreds of top-tier national and international media outlets, generating 2 billion media impressions alone in a single year.

(continued)

22 Our experience

Examples of our experience (cont.):

Strategic media relations: An Orange County waste hauler An Orange County waste hauler retained H+K Strategies to build and implement a communications strategy in response to an environmental justice lawsuit filed on behalf of an elementary school that has co-existed for years across the street from its 17-acre sorting facility in a low-income community.

Strategic media relations, event support: OCWD, WateReuse Association Conference H+K provided media relations support to the OCWD as part of a media roundtable on water reuse projects. H+K developed a media advisory, pitched local media and drafted a news release, which highlighted the District’s GWRS project and its receipt of the Lee Kwan Yew prize.

Community engagement: Bridging the Digital Divide In collaboration with impreMedia, La Opinión, the nation’s largest Spanish-language publisher, DSG’s Social Innovation and Philanthropy practice developed Club Digital –the most comprehensive bilingual digital literacy program in the country partnering with a major telecommunications company. Launched in California in 2011, Club Digital provided an extensive 30-day multimedia computer and broadband training course to more than 3 million impreMedia readers throughout the state. Recognizing the need to develop a more culturally and linguistically relevant curriculum, DSG helped to create 90 unique lessons for people of all educational levels who were not familiar with the Internet. At the end of the first month of the program, an independent research firm concluded that Club Digital reached 3 million Californians and 90% of them said they learned something new about the Internet and were active online users as a result.

Working with us

H+K Strategies puts a premium on transparency and collaboration

We provide the right team and Our hourly billing rates: expertise to ensure that the client’s needs are exceeded at every phase Practice Leader/EVP $450+ of our engagements Senior Vice President $350-$450 We invoice our clients based on Vice President $260 the hourly fees of the professionals Senior Account Supervisor $220 against an agreed upon scope of Account Supervisor $205 work. No work is performed, nor Senior Account Executive $170 changes made to existing Account Executive $150 contracts, without your approval Assistant Account Executive $120 Intern $70 We will work collaboratively with you on metrics to benchmark success We value outcomes that achieve your objectives and lead to longstanding partnerships

24 Our team

March 18, 2014 Steve Getzug Senior Vice President, Los Angeles

Steve is a Senior Vice President of Hill + Knowlton Strategies’ Los Angeles office and a senior media and crisis communications specialist on the West Coast. In addition to leading the office’s Media and Corporate groups, Mr. Getzug provides a range of strategic media relations, corporate communications, litigation support and issues management services for clients including Qualcomm, UCLA Health Sciences, adidas, Dart Container Corp., Twentieth Century Fox Home Entertainment, Pacific Maritime Association, Parsons Corporation, Avery Dennison, the city of Rancho Cucamonga and the State of California. Steve has experience in the trenches on various incident command response issues, and he also provides formal media training and media coaching for executives and corporate spokespersons across the agency’s client roster.

A former newspaper reporter and editor with nearly 30 years of communications experience, Mr. Getzug has counseled clients through a range of crisis issues in the automotive, telecommunications, healthcare, hospitality and retail/restaurant space. He is a member of the agency’s national Crisis Communications and Media practices.

Prior History Mr. Getzug joined Hill & Knowlton in January 2005 after seven years at Fleishman-Hillard, Inc. in Los Angeles. As senior vice president and partner of the firm, Getzug provided strategic communications services, media training and media counsel for such clients as SBC Communications, Inc., Mitsubishi Motors North America, Southern California Water Company, Los Angeles Department of Water and Power, Playa Vista, Sony Computer Entertainment America and more.

As a journalist, Mr. Getzug worked for nine years as a reporter and editor for the Los Angeles Daily News. He has also held reporting jobs with the Loveland (Colo.) Daily Reporter-Herald Hill+Knowlton Strategies 1601 Cloverfield Blvd. and the Wyoming Eagle. Mr. Getzug’s wide-ranging experience as a journalist and his strong Suite 3000-N understanding of the working media and its impact in shaping regulatory and consumer Santa Monica, CA 90404 environments translate into sound, effective counsel that helps his clients navigate important Tel: 310-633-9444 communication channels and achieve key business goals. Fax: 310-633-9401 [email protected]

Jim Hawley Principal and California Practice Leader, Dewey Square Group

Jim Hawley is Principal and California Practice Leader for the Dewey Square Group, based in the firm’s Sacramento office. In this capacity, Jim helps the firm’s clients to develop and implement government relations strategies, working closely with the Governor’s office, the Legislature, and agencies such as the California Energy Commission and Public Utilities Commission. He is a recognized expert on a broad range of issues affecting the technology sector including clean energy, Smart Grid, broadband and advanced communications, taxation, workforce issues, education, privacy and e-commerce, social networking and biotechnology. Prior to joining Dewey Square, Jim was Senior Vice President and General Counsel for TechNet, the bipartisan network of CEOs to promote technology-led innovation. There he built and directed TechNet’s multistate advocacy program, working with member companies to develop proactive policy agendas in key states and delivering significant legislative and policy wins for member companies. Under Jim’s leadership, TechNet significantly strengthened the tech sector’s political outreach in California and co-chaired the successful opposition to Proposition 24, which would have repealed a pro- competitive modernization of the state’s corporate tax apportionment law.

Jim has a long history of work on clean energy issues, having served on the California Economic and Technology Advancement Advisory Committee (ETAAC) established under AB 32, California’s landmark climate change law. Jim has also led the tech sector’s efforts on issues including Smart Grid, building energy management and clean energy at the California PUC, and helped build support for bills such as legislation to reauthorize the Self Generation Incentive Program. Dewey Square Group 1020 16th Street, Suite 20 Jim previously worked as a corporate attorney in Silicon Valley, representing start-up Sacramento, CA 95814 companies and venture funds, first with McCutchen Doyle Brown & Enersen (now Tel: 916-447-4099 Bingham McCutchen) and then with Perkins Coie. Prior to that, he worked for U.S. Fax: 916-447-4413 House Majority Leader Richard Gephardt for 14 years on issues including [email protected] telecommunications, export controls, trade, tax, energy, environment, transportation, agriculture and appropriations. Jim earned his JD from Georgetown University’s evening program in 1995 and his BA from Amherst College, magna cum laude.

Karen Skelton President, Skelton Strategies

Karen Skelton is Of Counsel to the Dewey Square Group as well as the President of Skelton Strategies. She is an award-winning political strategist, lawyer, and author whose work demonstrates a passion for solving big policy issues and shaping social and business opportunities. Ms. Skelton works at the intersection of politics, business, communications, law, and policy, having managed some of the most complex and entrepreneurial projects in the nation for Presidents, Vice Presidents, Governors, CEOs, Foundations, moms and families. After graduating with a Masters from Harvard’s Kennedy School of Government and a J.D. from U.C. Berkeley Law School, Ms. Skelton spent about a decade in Washington DC working in the Clinton/Gore Administration and White House, and another decade building Dewey Square Group’s California practice into the successful California-based public affairs, government relations and consulting firm that it is today. Ms. Skelton serves on the Advisory Committee of the Public Policy Institute of California and on the Boards of U.C. Berkeley’s Institute of Governmental Studies and the Anthony M. Kennedy Federal Judicial Learning Center.

Dewey Square Group 1020 16th Street, Suite 20 Sacramento, CA 95814 Tel: 916-447-4099 Fax: 916-447-4413 [email protected] Rick Foote Senior Vice President, Digital

Current Position Rick provides digital strategy for a variety of clients, including companies in the telecommunications, technology, financial, healthcare and home-building industries. Rick also leads the firm’s digital business on the west coast (Los Angeles, San Francisco, and Seattle).

He manages the development and production of client Web sites, mobile applications, social media campaigns and online marketing.

Prior History Before transitioning to senior vice president at Hill+Knowlton Strategies, Rick served in a similar capacity as managing director at Public Strategies.

Prior to joining the firm, Rick ran his own Web consulting practices, advising clients on technology issues for retail and political clients. Hill+Knowlton Strategies 1601 Cloverfield Blvd. Rick holds a bachelor of science degree in advertising and a bachelor of Suite 3000-N Santa Monica, CA 90404 journalism degree from the University of Texas at Austin. Tel: 310.633.9436 [email protected] Nick Driver Vice President, Hill+Knowlton Strategies Research + Data Insights

Current Position Nick serves as a regional director for Hill+Knowlton Strategies’ research team and works primarily with clients in the healthcare, financial services, energy, and technology sectors. Nick also plays a leadership role in the firm’s U.S. business development efforts on the west coast (Los Angeles, San Francisco, and Seattle). He first joined Hill+Knowlton Strategies’ research team as a member of the firm’s Fellows Program.

Prior History Prior to joining Hill+Knowlton Strategies, Driver was a communications instructor at Texas State University, where he earned a master’s degree in communication studies. That program familiarized him with a variety of quantitative and qualitative research methods. Research+Data Insights 1601 Cloverfield Blvd. Suite 3000-N Santa Monica, CA 90404 Tel: 310.633.9437 [email protected] Carley Hummel Assistant Account Executive, Costa Mesa

Carley is an assistant account executive in the marketing communications group at Hill+Knowlton Strategies’ Costa Mesa office. She provides day-to-day account support for clients including Qualcomm, Mazda, the Tournament of Roses and TEPCO. She also works closely with Hill+Knowlton’s digital team, and has experience in crisis management and new business development.

Prior to joining Hill+Knowlton Strategies, Carley was a property assistant for a commercial real estate firm located in San Juan Capistrano, Calif. Her other experience includes working as an advertising account executive for The State News, and assisting in the development of California State University, Fullerton’s student-run public relations and advertising firm. Carley has worked with various non-profit organizations throughout her life, mainly during the 15 years she spent as part of Girl Scouts of the USA.

Carley received a bachelor’s degree in communications with a concentration in public relations from California State University, Fullerton. She studied marketing at Michigan State University’s Broad College of Business, prior to earning her BA.

Hill+Knowlton Strategies 3200 Bristol Street, Suite 300 Costa Mesa, CA 92626

Tel: +1 714 913 9942 Mob: +1 310 595 6420 [email protected] Heather Youmans Assistant Account Executive

Assistant Account Executive Heather Youmans is a versatile communications professional with a career that has spanned public relations, entertainment journalism, photography and more than 10 years of professional performing experience in music, theatre, TV and film. During her tenure at H+K, Heather has worked with the following clients in the areas of media relations, research or crisis communication: Twentieth Century Fox Home Entertainment/MGM, Shell, TCL, Tournament of Roses, Financial Engines, Mazda, Qualcomm, All Nippon Airlines, VMWare, and 20 Million Minds Foundation.

Prior History Heather has written more than 200 published articles as a freelance journalist for LA Times Media Group and The Orange County Register. She has done freelance public relations work for various clients, including performing artists, recording studios and global musical instrument manufacturer Ohana Ukuleles. On the creative side, she’s worked on photography projects for Y&R, Wundermanwest, Innocean and Nestle.

Other Information Hill+Knowlton Strategies She holds a bachelor’s degree in Journalism and Mass Communication (emphasis PR) 1601 Cloverfield Blvd, Ste 3000-N from California State University, Long Beach – graduating magna cum lade, and is Santa Monica, CA 90404 currently working toward an MBA (emphasis marketing) at the same university. Heather is Tel: 310.633.9439 a member of Entertainment Publicist Professional Society (EPPS) and an active Fax: 310.351.9415 participant in the PRSLA LA Young Professionals organization. [email protected]

Contact information:

Steve Getzug H+K Strategies Senior Vice President (310) 633-9444 [email protected]

Jim Hawley Principal and California Practice Leader Dewey Square Group (916) 447-4099 [email protected]

March 18, 2014

Orange County Water District Mercury Public Affairs

March 18, 2014

TABLE OF CONTENTS

INTRODUCTION Page 1

TEAM BIOS Page 2

RELEVANT EXPERIENCE Page 5

OUR APPROACH Page 8

ESTIMATE BUDGET Page 10

INTRODUCTION Orange County Water Thank you for the opportunity to submit a proposal. Mercury is a high-stakes, District bipartisan public affairs firm that will execute the most disciplined, targeted and thorough operation of any firm. We know what it takes to win, with proven results March 18, 2014 for the world’s most successful companies, advocacy groups and policymakers.

In addition to our California team with offices in Sacramento and Los Angeles, the firm has offices in Washington, DC, New York, New Jersey, Pennsylvania, Florida and North Carolina. Mercury is a part of Omnicom Group Inc., which is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

From a California perspective, Mercury’s know-how in shaping influencers’ opinions through effective public affairs strategies, generating media coverage that matters, and utilizing grassroots and coalitions has proven to generate results for our clients. Our work in building a successful communications operation to defeat legislation is unmatched in the business. Our success includes the ability to weave together tactics – lobbying, earned media, political strategy, and grassroots – to execute a flawless campaign that delivers results.

We understand the unique legislative, regulatory and communications challenges our clients face. In California and across the country, we’ve helped companies to effectively advance their position while mitigating their opponents’ position. We've been trusted by some of the most important political leaders in our country, and now by some of the largest brands in the world, to help them achieve complex business objectives. Global corporations including Microsoft, Walmart, Hyundai, Virgin America, and AT&T, among many others, have trusted us to help them achieve their objectives.

Mercury/California has offices Sacramento and Los Angeles and has worked extensively in every media market in the state.

Our firm is not just led by top talent — we distinguish ourselves by having senior talent deeply engaged in each project from start to finish, a promise we keep to clients. Specifically, our lead client contact on this project is Becky Warren, managing director of its Sacramento office at Mercury Public Affairs and she can be reached at 916-444-1380 (office) or [email protected].

TEAM MEMBERS Orange County Water Mercury has approximately 100 staff members spanning across the nation and District has two partners in California – former Speaker of the Assembly Fabian Nunez March 18, 2014 and former deputy chief of staff for Governor Arnold Schwarzenegger Adam Mendelsohn. Our firm’s website is www.mercuryllc.com.

Becky Warren | Managing Director Becky heads the public affairs practice at Mercury’s Sacramento office. She provides public relations and strategic communications counsel to Fortune 100 companies such as Walmart, AT&T, LensCrafters, Virgin America and AAA as well as managed the communications for several statewide political campaigns. In addition, she has managed successful communications and grassroots efforts behind several high profile public policy debates on behalf of the country’s largest corporations.

Prior to Mercury, Becky served as Deputy Communications Director for Governor Arnold Schwarzenegger where she managed all of the Governor’s media and public appearances. She developed and managed all of his public press activities not only in California, but across the nation and internationally, including other governors, the President of the United States, and the United Nations Secretary- General. With the Governor’s international profile, she managed a team that executed public press activities with high levels of public attention nearly every day. She has extensive communications experience including crisis communications and press operations. Additionally, Becky has many years of public policy and lobbying experience as well as managing political campaigns. She served as the Director of Communications and Legislation for State Senate Republican Caucus Chair and was the campaign manager for Proposition 83- Jessica’s Law, which voters passed overwhelmingly in November 2006. She was also the Director of Local Government Affairs, managing the political and public advocacy for the California Restaurant Association in both the San Diego and Central Coast regions.

Adam Mendelsohn | Partner Adam Mendelsohn offers clients over 20 years of experience in business, public affairs strategy, and campaign execution. He currently works with Fortune 50 companies, non-profit organizations, CEOs, professional athletes, and celebrities. Considered one of the country’s leading experts in strategic communications, crisis communications, and high-profile media, Adam founded the Mercury Sacramento office in 2007 and helped build the California business to one of the largest public affairs organizations in the state. In 2008, he was responsible for all media, messaging, and strategy for the Republican National Convention in Minneapolis.

In 2006, Adam served as Deputy Chief of Staff for Governor Arnold Schwarzenegger and directed communications strategy for his re-election campaign. He developed one of the most sophisticated political communications operation that was widely considered one of the best in the nation. Since 2007, he has directed all of the Governor's political and non-political efforts, including successful campaigns in support of Proposition 11, Proposition 14, and

Proposition 23. From 2003-2005, Adam worked at DCI in Washington, D.C. where he developed and managed the media and public relations division. Orange County Water District Adam Keigwin | Senior Vice President Prior to joining Mercury, Keigwin served in the California State Legislature as March 18, 2014 Chief of Staff to Senator Leland Yee of San Francisco – the first Chinese American elected to the California Senate. During his 10 years in the capitol, Keigwin directed the senator’s public relations and communications as well as managed his political and legislative agenda, which included landmark legislation on government transparency, juvenile justice, student speech rights, gun violence, and domestic violence prevention. In addition, Keigwin oversaw California’s law on ultra-violent video games that was argued before the Supreme Court of the United States and the state law creating online voter registration that resulted in nearly 800,000 new voters in one month.

Previously, Keigwin worked for the San Mateo County Board of Supervisors and successfully ran the San Mateo County Democratic Party Coordinated Campaign, leading local, state and congressional Democrats to an average margin of victory over 33 percent.

Keigwin earned a Bachelor of Arts in Journalism from the University of Massachusetts at Amherst and a Master of Arts in Teaching from the University of North Carolina at Chapel Hill. He has received various awards including Legislative Staff Person of the Year by the California Partnership to End Domestic Violence and three-time recipient of the Legislative Staff Person of the Year by the American Federation of State, County, and Municipal Employees (AFSCME).

Keigwin has served on several boards and commissions including Sojourn to the Past – a civil rights education project, and Californians Aware – an open government advocacy organization.

Carolyn Becker | Senior Vice President Carolyn Becker has more than 15 years of experience in communications. As a former Executive Producer for two major television stations in Sacramento, she knows what it takes to shape a news story. She is a master at bringing ideas to the table and motivating others to do the same.

Before joining Mercury, Carolyn was an Executive Producer at KCRA, the No. 1 news station in Sacramento, where she supervised the content and execution of several live newscasts each day. Carolyn also has experience at two other television stations in Sacramento, giving her a wealth of connections in California's capital. Carolyn has a Bachelor of Science in Journalism from Cal Poly, San Luis Obispo.

Carolyn is an avid traveler and has visited nearly 40 countries on 5 continents. She has enjoyed volunteering for the American Cancer Society as well as the Sacramento Society for the Blind.

Stefan Friedman | Managing Director Stefan Friedman is a Managing Director with Mercury’s strategic communications Orange County Water and public relations practices in Los Angeles and New York. He has nearly 20 District years of experience in public affairs, serving as a newspaper columnist, editorial board writer and reporter for almost a decade before moving into the public March 18, 2014 relations space in 2006. Stefan maintains relationships from his journalistic past with numerous reporters across all sectors and can tap into these relationships to quickly place stories, deliver off-the-record intelligence and keep a close eye on the news of the day.

Stefan ran all communications for New Yorkers United for Marriage; the coalition of five pro-gay marriage groups that spearheaded the campaign to legalize same sex marriage in New York State. Utilizing a precise messaging effort aimed at steering individual state senators who had previously rejected gay marriage just two years earlier, Stefan produced a relentless drumbeat of positive press, secured editorial support from 23 newspaper outlets across the state and helped New York State become the largest state in the country to enact gay marriage. During his career Stefan has worked for dozens of corporate and non-profit clients including AT&T, The Genting Group, Coca-Cola, Microsoft, Democrats for Education Reform, StudentsFirst, The Rockefeller Foundation, The New York Public Library and Independence USA (Bloomberg PAC). He specializes in helping organizations manage complex public relations challenges, both short and long-term.

Vance Hickin | Senior Vice President Vance Hickin is a Senior Vice President of Mercury’s digital practice, based in Los Angeles. He is an accomplished strategist and program manager with over 17 years experience in digital media and communications. His expertise spans the digital spectrum to include strategy, branding, content development, social media, and platform design.

Vance was California Digital Director for Obama for America during the 2012 campaign, leading online content and organizing in-state as part of the national digital infrastructure that activated unprecedented volunteer participation both online and offline.

As Principal of Highway One Consulting, LLC, Vance developed high- impact digital programs for a variety of clientele including Common Cause, Next Generation, California Forward, First 5 LA, Sony, and the Campaign for Mental Health (California Proposition 63, 2004).

Vance's career began in communications for the telecommunications, Internet and technology sectors at global public relations firms Ketchum and Ruder Finn. Clients included MCI, Network Solutions and Deloitte & Touche. He also served as Manager, Communications at Synergy at the Walt Disney Internet Group, driving messaging and corporate marketing programs for the company's suite of online properties.

Lindsey Nitta | Vice President Before joining Mercury, Lindsey was Vice President for the California Forestry Orange County Water Association where she was tasked to rebrand the association as environmentally District minded stewards of California private forestland. Rebranding efforts included rethinking the association’s name and logo and revamping the overall look and March 18, 2014 feel of the website and messages. Building more diverse and broad support and partnerships has also been a key factor in growing the association’s presence and influence as a green, sustainable industry. Lindsey also worked to create new materials and messaging for legislators, supporters and stakeholders. Media outreach and coalition-building were major elements to the communication strategy for the campaign.

Lindsey also worked at Ogilvy Public Relations Worldwide where she engaged media, provided social media strategy and community relations on a wide range of topics for public affairs, social marketing and corporate practices. She also worked on statewide campaigns for private companies, nonprofits and government agencies such as Proposition 4 with Planned Parenthood, Caltrans "Don't Trash California", State Auditor "We Draw the Lines", Office of Traffic Safety "Click It Or Ticket", Bureau of Land Management “Take Responsibility” and the “I Can Afford College” Campaign sponsored by The California Community College Chancellor’s Office.

Currently, Lindsey is on two statewide boards – California Young Democrats and the Asian Pacific Islander Caucus of the California Democratic Party.

RELEVANT EXPERIENCE

When you hire Mercury, you are getting the best, most talented practitioners in the country who have successfully managed some of the most difficult campaigns throughout the state and nation. We can quickly assess and determine the best messaging and approach that will resonate with key audiences and have worked with nearly every industry and in every area of the state. And this is not just rhetoric, we have the experience to support our claim and a brief sampling of our relevant work is detailed below:

No on Proposition 23 Mercury led the communications and strategy effort to defeat Proposition 23 in California, which would have repealed Governor Schwarzenegger’s global warming solutions act (Assembly Bill 32). Outlook for the campaign was grim at the beginning due to the staggering economy and vast financial backing from the referendum proponents. However we were able to develop messaging that best educated and resonated with voters. We worked as part of the campaign staff to draft and pitch hundreds of press releases, opinion editorials, media events, social media campaigns, reporter memos, and letters to the editor. Because of this constant drum-beat of communication, in partnership with the coalition team, we were able to expand our network of supporters beyond decision-makers based in Sacramento to include a coalition consisting of traditional and green business leaders, labor unions, public health activists, national security experts, agricultural growers, environmentalists, manufacturers, elected officials, students, religious organizations, Democrats and Republicans.

By Election Day, the tone had evolved into something bigger. Proposition 23 was Orange County Water no longer about the green industry; it was about public health, national security, District and California’s legacy as a global leader. In the end, the statewide vote was a landslide. Leading by a 22 percent margin, nearly 62 percent of California voters March 18, 2014 voted no on Proposition 23.

The California Endowment and Building Healthy Communities The California Endowment – one of the largest non-profit foundations in the nation – retained Mercury to develop a communications campaign to help launch and support its newly established Building Healthy Communities (BHC) initiative. The BHC initiative is a billion-dollar, ten-year investment with the goal of improving health outcomes in 14 California communities.

Mercury was asked to develop a communications strategy that would allow The Endowment to organize local communities and shift the social norm around health in a simple, effective and memorable way. The result was “Health Happens Here,” a communications campaign focused on the idea that health is linked to one’s surroundings; to our educational system; and to preventive care.

To help people understand what The Endowment was working on, we worked with the Endowment to develop three sub-campaigns: Health Happens in Neighborhoods, Health Happens in Schools, and Health Happens with Prevention. Mercury then guided The Endowment to consolidate the multiple initiatives, so that that each sub-campaign consisted of 3-4 focused initiatives. For example, The schools campaign focuses on The Endowment’s efforts at promoting healthier school meals, the availability of fresh, clean water in schools, physical education and exercise for children, and common-sense school discipline reform.

The simple, focused message of the Health Happens Here campaign, allowed the individual BHC communities to execute this strategy at a grassroots level. Further, the BHC sites are using the Health Happens Here campaign as an organizing tool for social change at the grassroots level. Dolores Huerta recently called it the best organizing campaign since “Sí se puede.”

The Health Happens Here campaign continues to challenge conventional views of health, and ties together The Endowment’s work across a broad array of issues, initiatives and places. The Health Happens Here campaign was awarded one of the Council on Foundation’s four 2014 Wilmer Shields Awards for Excellence in Communications. Specifically, the campaign was cited for its strategic messaging and effective public engagement.

Passing E-Fairness (Amazon Tax) Mercury was contracted to develop, manage and execute an effective statewide communications and grassroots strategy in every major and minor media market in California focused on changing opinion to support a so-called Amazon Tax. Specifically the effort was to help pass legislation to require out-of-state, online- only retailers to collect sales tax, known in the media as the “Amazon tax.” Prior to hiring Mercury, the legislation had been introduced in the California legislature

several times, but never successfully. The proposed change in policy was characterized as “taxing the Internet” by the media and opinion leaders. Orange County Water District Mercury, in conjunction with the legislative team in California, implemented a communications strategy to change this message, developing an effective March 18, 2014 platform to position the issue for positive results. We worked with our coalition team to organize more than 1,000 small businesses as well as labor, business, education, and public safety organizations in support of the legislation. The coalition’s focus is on fairness and a level playing field for California businesses, while adopting a rapid response system to address misconceptions about the issue, specifically when the issue was defined as a “tax” since it was not a new tax. In addition, press conferences were held throughout the state and opinion editorials were strategically placed in every major media market calling for a legislative solution. Lastly, our effort was positively editorialized in nearly every major newspaper in California, as well as national publications such as The New York Times.

As a result of this communications and grassroots strategy, we were successful in changing the narrative surrounding the issue and defeating a referendum attempt by Amazon.com. The Alliance’s success in California gained national attention, with states calling for a “California deal” and a renewed effort to pass federal legislation.

California Medical Association Mercury was retained by the California Medical Association to conduct a press campaign to educate media about their concerns over proposals that would potentially harm patients’ safety. Our team helped to educate media about the facts about the importance of quality of patient care. Before Mercury was hired, virtually every major paper in the state – including the Los Angeles Times, Sacramento Bee, and San Jose Mercury News had published unfavorable editorials. With the mainstream media already taking its stance, Mercury had to explore alternative avenues educate the public, media and opinion leaders. We first placed opinion editorials and letters to the editor in the aforementioned publications rebutting the arguments made in favor of scope expansion. Mercury also engaged and educated Asian-American and African-American publications. We also successfully educated smaller community newspapers that were relevant to the public and opinion leaders.

Mercury also helped work with the Coalition for Patient Access and Quality Care. The coalition of physicians and organizations interested in these issues also helped to amplify the core messages across a variety of platforms – including Facebook, Twitter and YouTube. Combined with the results of our press outreach, these efforts help to effectively change the narrative.

OUR APPROACH Orange County Water Our team builds the most disciplined and targeted communications campaign of District any firm. We have the experience on how to develop a comprehensive and March 18, 2014 cohesive communications effort to not only achieve your goal, but to position your organization to be the driver of the public conversation rather than defending your position.

Mercury will arm you with a team of experts in public affairs, public relations, social media strategy, traditional media, and award-winning writing to deliver a comprehensive plan to raise awareness, sculpt public opinion to position the issue.

We understand the political dynamic in Sacramento and the value in driving an effective communications strategy. What’s more, we have a team rooted in policy that understands the delicate balance in messaging hot-button issues, including water availability, management of our state resources, environmental protection and unnecessary overregulation. This balance is critical and requires day-to-day touch points with messaging strategy and tactics that align with the overall objectives.

Mercury has a record of working with multiple lobbyists – and sometimes on the same project – to build a seamless team that is working towards a client’s main objective. The goal is to build and execute a communications strategy that is meaningful and resonates with core audiences.

We will create a platform that enhances your strategy and allows for you to communicate to core groups and key media markets about the long-term impacts on supplying water to more than 20 cities and water agencies, serving more than 2.3 million Orange County residents. To do this, we will also arm you with research-driven insight into how to effectively communicate and resonate with core audiences. We also know how to lead a highly targeted traditional and social media effort to drive buzz; and rapidly respond to detractors and situations of crisis to ensure that your messages continue to be driven and your objectives are met.

A sampling of our capabilities include:

PUBLIC OPINION RESEARCH Mercury conducts domestic and international opinion research to inform and guide our clients’ communication and public affairs strategy. Our research and insights are key to successful campaigns. With roots in electoral politics, we bring the lessons of the campaign trail – speed, accuracy, and high stakes – to inform our approach in assisting corporations and organizations face tough issues.

Using both traditional and emerging techniques of opinion research, we will audit clients’ situations, understand both the ‘what’ and ‘why’ of stakeholder opinions, put in place metrics to measure progress, chart a course forward and use the research laboratory to test scenarios and messages.

MESSAGE PLATFORM DEVELOPMENT Our strength is in prioritizing the most persuasive messages, identifying Orange County Water influential audiences and timing communications correctly to maximize impact. In District our world, success is measurable because it means concretely changing the environment and moving the needle in our clients’ favor. This is done by a deep March 18, 2014 understanding our target audience (and just as importantly, who is not part of the target audience), knowing how they think and make decisions, what messages will move them, and how and when to deliver those winning messages. Based on research and message surveys, we will then define the debate to our advantage and place your opponents on the defensive. Sample message development tactics include: • Building in-depth pros and cons: By building out both sides of the debate, we can effectively establish effective arguments to counter the opposition, as well as develop the most effective public messaging to drive. Additionally, this will help to develop credibility with the media and policymakers to effectively refute opposing claims with facts, which will help to better shape media coverage. • Utilizing research to validate the message: Research will validate our public message. Specifically, we will want to use any available data or research that can best demonstrate OCWD’s position.

TARGETED EARNED MEDIA Mercury’s media capability is a standout in the industry because our strategists did not simply work in journalism—they excelled in their fields at all levels, and they use that training and insider’s perspective to get results for clients. We offer the best of politics and press in one cohesive team.

Our media leadership includes an executive producer at the NBC affiliate in Sacramento, a former chief White House correspondent for The Associated Press, political producers from ABC News, Fox News and CNN, and senior strategists who directed media operations for presidential, gubernatorial and congressional campaigns of both major parties. Mercury’s leaders have experience running crisis communications operations at top U.S. agencies and managing media relations for both professional athletes and teams. Clients are covered on every platform: print, broadcast and digital.

Given our understanding of how reporters think and what drives coverage, Mercury specializes in defining the right narrative for our clients and amplifying their voice in the larger conversation. Crafting a smart, winning media strategy is our signature strength, and then we deliver on it with comprehensive tactics for our clients.

GRASSROOTS COALITION BUILDING Mercury manages an unmatched network of political operatives throughout the state that are skilled at building an effective coalition on key legislative issues. This active network – comprised of former campaign management, finance and communications staffers – is regularly vetted and continually measured for effectiveness. Everyone on Mercury’s grassroots team has a political background and is expected to keep a pulse on modern field tactics in the campaign world.

ESTIMATE BUDGET Orange County Water Communications Month Retainer: $10,000/per month* District

March 18, 2014 Optional Grassroots Coalition Building: $5,000/per month

Optional polling/research: TBD – dependent on budget and scope

*Travel, out-of-pocket expenses, including outside vendors such as graphic design for infographics are not included in the retainer. All outside expenses must be approved by the client.

Mercury will work with OCWD to establish accountability measurements that best work with your company. We do recommend the following accountability measurements that will best ensure success and opportunity to quickly address challenges if they arise: • Weekly team calls • Weekly/bi-monthly reports on activities • Month-ahead project activity tracker • Monthly activity and results report

In addition, we will work with you to identify specific deliverables and results for each month, which will include measured results with media hits or material development, and other objectives mutually determined by OCWD and Mercury for that month.

Mercury does not bill by the hour, as we believe the focus should be on doing whatever it takes to effectively meet the client’s objectives. We will provide monthly reports on all of our activities and will provide all accountability measures needed for OCWD.

Orange County Water District

March 18, 2014

Orange County Water District Proposal for Public Relations Services

TABLE OF CONTENTS

INTRODUCTION ...... 2 SITUATION ANALYSIS ...... 3 OUR APPROACH ...... 3 STRATEGY ...... 6 MESSAGE DEVELOPMENT ...... 7 COALITION BUILDING AND ENGAGEMENT ...... 7 MATERIALS DEVELOPMENT ...... 8 MEDIA RELATIONS ...... 8 CRISIS MANAGEMENT ...... 8 ABOUT PERRY COMMUNICATIONS GROUP ...... 10 CASE STUDIES ...... 14 OUR TEAM ...... 23 FEES AND EXPENSES ...... 25

INTRODUCTION Perry Communications Group (PCG) is pleased to submit a proposal to assist the Orange County Water District with public relations services to help combat negative information being disseminated by the proponents of three bills that will negatively impact your business, and assist OCWD in its current litigation regarding groundwater contamination clean up projects.

PCG is including a senior consultant, Rick Davis, principle at The Davis Group, to our experienced crisis/issues management team to provide you with the best and most complete public relations and coalition services available. Rick has years of water experience, and has worked with the Orange County Water District on a previous project. Rick’s water experience, as well as his extensive political and public affairs expertise, will complement our own. PCG Senior Account Manager Matt Notley served as the California Department of Water Resources’ Communications Director from 2007 to 2010, and then was a communications consultant for the Delta Stewardship Council from 2010 to 2012. Kassy Perry, president and founder of PCG, has managed crises – legislative, legal, political and natural – for high profile figures including California governors, legislative leadership, Fortune 500 CEOs, and celebrities. She has worked within and for state and local government agencies for decades and is recognized for her strategic problem solving and communications skills.

The team we have assembled has a combined wealth of experience and success spanning more than four decades – excelling because we take time to consider the short and long term goals of our clients and create strategies and programs to address their specific needs.

Be assured with PCG as your partner:

 We know the importance and impact of building relationships  We understand what makes a story relevant to reporters  We recognize the challenges in securing coverage in today’s media climate  We are strategic and nimble and can react quickly and effectively to change  We do not settle for the average – we pursue the creative and compelling to achieve maximum leverage for our clients’ issues

We are dedicated to our clients’ success – and we’ll make your issues our issues.

SITUATION ANALYSIS The Orange County Water District is embarking on a legislative battle to counter three pieces of legislation that could alter and hamper the District’s authority to clean up contamination in the groundwater basin. The most vocal foe, the Orange County Business Council, is a sponsor of SB2712.

This legislative fight only adds to years of litigation with property owners in Southern California and will increase exponentially the need for the District to manage proactive and reactive media relations and coalition building activities to be successful in protecting its interests.

The Orange County Water District needs a strategic communications plan, with clear and accurate messaging, to help combat negative information being disseminated by the proponents of the bills. Letting this fight take place in the media without the District’s voice, without accurate information, is a recipe for failure. There is much on the line. If passed, the legislative measures could result in profound negative impacts on groundwater quality, water supply costs, water supply reliability and public health.

 AB2712 could add unnecessary additional regulatory burdens and provide no benefit to the District’s rate payers.  SB1390 could directly impact the District’s core function of using lands in and along the Santa Ana River to recharge the area’s aquifer and provide reliable low cost groundwater to the region.  SB1362 could limit the District’s ability to enter into contracts, which is critical in managing your groundwater resources.

With California in a crippling drought and uncertainties about the Delta’s future, it is more critical than ever that the District have full control over how it manages its availability of local groundwater supplies to minimize potential water supply disruptions.

The District needs to build a coalition of key water stakeholders regionally and statewide that would share the concern over having a precedent set by legislation such as this. These water interests can help bring votes against this legislation from their legislators throughout the entire state.

Additionally we need to create a coalition within the OCWD service area of local residents, small business owners, environmentalists, local government officials, community organizations and many more that want to ensure they have clean water and that those that are responsible for damaging the groundwater basins are held accountable to pay for it – not the ratepayer!

The District’s mission and commitment are clear: ensuring high quality water for 2.4 million residents in north and central Orange County. The District’s powers, as defined in its enabling legislation by the State of California, are found in what is known as the OCWD Act.

“For the common benefit of the district and for the purpose of managing the groundwater basin and managing, replenishing, regulating, and protecting the groundwater supplies within the district…To provide for the protection and enhancement of the environment within and outside the district in connection with the water activities of the district.” ©2014 Proprietary and Confidential 3 All Rights Reserved.

In your RFQ, you note that the District has an excellent history of working with regulatory agencies and retail water agencies in Orange County to develop, construct and operate projects that remove contaminants from the groundwater basin. These regulatory agencies, which include the Regional Water Quality Control Board, must become your allies in this fight.

The District has proactively monitored and tested its groundwater – to protect the environment and residents of Orange County – and will vigilantly continue to do so in the coming years. This will become the driving message as you embark on your fight to counter and defeat the current pending litigation and legislation.

OUR APPROACH

The first step to success is a project kick off and immersion meeting between PCG and the key OCWD members. We will look to you to identify who should be at this meeting but it could include staff, legal team members, appropriate producers and board members.

At this meeting we will discuss our process for working together, approvals, concepts for an initial work plan and timing. This will also be an opportunity to discuss any existing research and other pertinent information to further our understanding of the issue, the general OCWD history and background about groundwater clean up, your vision, and key milestones that your legal team is working against.

We will want to make sure we are absolutely clear about your objectives and who you see as the critical target audiences and important constituencies. We will discuss the competition and how you currently view their potential reaction and strategies. We will think about and plan ahead for messages and actions we expect them to take. Additionally, we will explore how you are currently reaching out to the community, and what type of messaging and community support you engage in already. Finally, we will explore what you believe are the best messages to make your case to the public.

Some of the materials that we would request in advance of that meeting include:

 Any existing primary research specific to the history of OCWD and the ongoing litigation  Research you have already commissioned, either opposition research, issue-specific research, and/or research that tells us how OCWD is currently perceived in the community  Any key demographic research you may already have about Orange County or the Santa Ana River Basin  Audience-specific materials such as press kits, videos or presentations you have used in the past to engage with stakeholders, influencers, the community, media, etc.

The outcome of this meeting will give us a clear sense of direction on project scope and timing of the plan, as well as established protocols to guide our work throughout the engagement.

STRATEGY Perry Communications Group recommends this effort use political/public affairs campaign strategies. We believe this campaign requires many of the same elements that are necessary to succeed in any political or legislative battle. We need to make sure target audiences receive properly framed messaging that is consistent across all communication vehicles (earned and paid media, social media, social interaction, organizational validation, stakeholder, influencer support, etc.). To achieve this goal, we recommend a proposal that includes:

 Message Development  Coalition Building and Engagement  Materials Development  Media Relations  Crisis Management

MESSAGE DEVELOPMENT Once we have our kick-off meeting we move on to message development. It is critically important to get the message right from the start, periodically recheck it as our opponents begin to make their case, and through message training and message discipline make sure everyone understands the messages and stays on track.

We understand message development and the importance of getting it right. The best communications are built from a unified and clear idea. It is these messages that will guide what you do, what you say and how you tell your story. We will create – based on internal and external research – compelling and effective messages that reflect your regulatory rights and ability to manage your district according to the mission handed down by the State Legislature in 1933.

Target Audiences

When we develop a communications plan we always start by asking who are the most important target segments, and what do we need them to do? We look at all key segments to understand and gauge attitudes about the issue so we can develop motivating messages. Below are our initial thoughts about key target groups.

 Wholesale water customers  Water customers in the OCWD service area  Water stakeholders, agencies and districts statewide  Environmental community  Business community  Community-based organizations  Faith-based organizations  Organizations PCG can engage through its own networks  Federal, state and local elected officials statewide, with a concentration on local officials in Orange County  The media

Message Training

Once we have settled on the messages, we need to make sure we also have the right messengers, because in all controversial efforts, the messenger is as important as the messenger.

Perry Communications Group will provide message training to identified OCWD spokespersons, your on- staff communications team and your legal team. We must ensure that everyone understands what messages work with the public. Your lawyers will certainly be focused on their legal theories, but we’ve found that it is helpful to give lawyers the same kind of training so that we are all making our best case to the public. After our internal team is trained, we will begin to reach out to potential coalition partners and other supporters. PCG will make sure select coalition partners are also trained on our key messages and are able to counter charges from your opponents.

To help with media training, we will develop a message map that clearly delineates all of your key messages and suggested responses to opponent arguments.

COALITION BUILDING AND ENGAGEMENT We believe strongly in the power of partners and coalitions. We know well from our vast experience in developing coalitions that engaged third-party organizations can serve as familiar and trusted avenues for delivering messages to target audiences. The right partners and coalitions, and the grassroots energy they harness, have the power to carry messages into communities, and turn audiences into ambassadors.

Our approach to building effective coalitions and partnerships involves several key steps: identify, engage, equip, communicate, leverage, reward, and evaluate. While no one formula produces perfect partnerships, we know from our experience with building and activating coalitions that the collaborations rooted in these fundamentals are those that succeed.

As OCWD begins to build its case against the pending state legislation and strengthen its stance with ongoing litigation, we will want to ensure that locally and regionally elected-officials and other opinion leaders are not only aware of, but supportive of your stance and messaging. PCG will work with OCWD to conduct outreach to individuals and organizations whose support will be critical to your fight. This will also include other water districts statewide that don’t want a precedent set by the type of legislation currently pending, and that could become strong coalition members to help bring votes against this legislation from their legislators throughout the entire state.

MATERIALS DEVELOPMENT In addition to message development, and to support coalition building and media relations, we will develop materials including a Question and Answer document that outlines just who you are and what you are trying to achieve; a one-page handout or brochure to be used for community meetings or other similar public settings; and other collateral material necessary for community outreach. This will also include presentations, facts sheets, infographics, invitations, web pages, social media feeds, e-mail notifications, briefings, direct mail, video, ads, and media advisories. The community outreach documents will be produced in both English and Spanish.

MEDIA RELATIONS Perry Communications Group is qualified to assist OCWD with a media relations strategy. We hold solid relationships with television, radio and newspaper reporters in Orange County and have a proven track record that demonstrates our understanding of California media. PCG is confident it will meet and exceed your media placement objectives. The following earned media campaign will introduce OCWD’s fight to multiple audiences (ratepayers, labor leaders, local opinion leaders, legislators, community leaders, etc.).

A comprehensive media program will include:

 Press material development o News advisories o Press releases o Columns for trade publications o Fact sheets  Press release creation and dissemination (creative and relevant)  Outreach to Orange County area dailies and weeklies (business, technology and feature reporters)  Television outreach  Radio outreach (local talk radio and public affairs programs)  Opinion editorials in business and mainstream publications  Social networking  Media monitoring

PCG will actively work to secure media coverage from print and broadcast media outlets, such as the following:

 The Orange County Register  Orange County Register community newspapers from throughout the OCWD service area, such as the Fountain Valley Views, Anaheim Bulletin, Tustin News and others  Orange County Weekly  Los Angeles Times  LA Weekly  Local television, including Univision  Local Radio  Other Southern California community publications  Trade publications

Explore Social Media

PCG will use social media as appropriate. It has become crucial in efforts to change the dialogue and encourage reporters to write our stories. We will work with District staff to determine the best way to do so – whether it be blogging, web and podcasting, YouTube, Facebook, Twitter, etc.

CRISIS MANAGEMENT Although the last thing the OCWD or the PCG team wants to encounter is a crisis, responding to such a situation is one of the greatest tests you are likely to face. In an increasingly complex world where news travels with lightning speed and people have more and more access to information, responsible communication – based on preparation, common sense and good judgment – is essential. Anticipated or unanticipated occurrences – outrageous charges by the Orange County Business Council; an infrastructure crisis; or an unfortunate incident at one of your reservoirs – may affect the public’s perceptions of this issue, even though they have nothing to do with groundwater clean up. If and when

©2014 Proprietary and Confidential 9 All Rights Reserved. a crisis occurs, fixing the problem and addressing the immediate operational issues surrounding it are essential, but it is also necessary to let stakeholders within and outside of the OCWD know you are taking care of the situation and fixing what is wrong. Unless your ratepayers, employees, board members and coalition partners hear responsive action from the OCWD they will form their own perceptions based on information put forth by others, including the news media.

Before a crisis befalls, we believe you must establish a general plan of action and response procedures that enables the OCWD to quickly address any urgent situation, including identifying, up front, who the “crisis team” includes and who they report to within the OCWD structure. This provides management a framework for decision-making and guidelines for communication with various audiences – especially the media – during a crisis. In addition you must immediately inform your stakeholders and provide possible options and/or solutions to minimize any loss, and deliver important messages to key audiences pertaining to the OCWD’s handling of the situation.

ABOUT PERRY COMMUNICATIONS GROUP As a full service public affairs and public relations firm, Perry Communications Group takes the work we do seriously. We believe in the causes we advance, products we promote and the clients with whom we partner. We measure our success through the eyes of our clients who remain clients for decades as we partner to expand their market and take on new challenges.

Founded in 1996 with the idea of bringing the best media, public policy and marketing minds together, PCG provides senior-level service to a select group of clients. We are an award winning, nationally recognized independent strategic communications agency with nine full-time employees and a team of consultants specializing in public relations. The relationships we have maintained with our clients – spanning nearly 20 years – are a testament to our focus on client service and trust.

PCG offers the right combination of strategic communications and media expertise to create distinctive activities that capture the attention of target audiences. Be assured that:

 We understand what makes a story relevant to reporters, producers and bloggers.  We are strategic and nimble and can react quickly and effectively to change. We leverage collaborative efforts to increase resources, capacity and impact.  We NEVER settle for average – we pursue the creative and think outside the box to achieve maximum leverage.  We are former journalists and are able to transform policy into news that reporters want to cover.  We understand how to build awareness of an issue to benefit the client’s bottom line.  We are dedicated to our client’s success – because your success is our success.

Perry Communications Group will work with you to identify and implement effective strategies to meet your public relations and public policy goals. Examples of past successful client efforts include:

 PCG created and managed the California Alliance for Hospitality Jobs (CAHJ), a coalition of employers, restaurateurs, business owners, business groups and citizens who work in and with the hospitality industry to educate policymakers about the value of the industry and how tax and fee increases cost jobs and hinder economic growth.  PCG managed litigation PR and crisis management for a Northern California cardiovascular surgeon accused by the F.B.I. of performing unnecessary heart surgeries.  PCG created a coalition to successfully oppose legislation that would destroy the cosmetics industry by banning phthalates.  PCG created the public affairs strategy and conducted all media relations activities for the California State Parks Foundation and its “Save Our State Parks” campaign to stop Governor Schwarzenegger’s proposal to close California’s state parks and beaches. The “Save Our State Parks” campaign required constant pressure on the Governor to remove the parks cuts from his budget proposal. By attracting attention to the Governor’s budget proposal and its impact on state parks by placing media stories statewide, PCG was able to maintain media coverage showcasing the strong support among a variety of parks supporters and the public to keep state parks open.  PCG was the first firm to utilize YouTube to provide access for an environmental coalition to lobby the California Coastal Commission to oppose a road through a national park.  PCG created former Today Show host Katie Couric’s National Colorectal Cancer Research Alliance to increase research and drive testing rates with a 50 state public affairs campaign to require Medicare coverage of colonoscopies.  PCG created the nation’s first patient coalition to lobby for patient protections within managed care organizations nationwide, resulting in federal and state legislation and hundreds of million of media impressions.  PCG envisioned and implemented a major media event on the San Mateo Coastline to launch a high-tech marine education center at the famous Ano Nuevo State Reserve, including a satellite feed and webcam of the seal colony. The press conference concluded with a “kelp cutting” ceremony to publicly open the Marine Education Center to the public. (Kelp harvesting is regulated requiring some creative PR maneuvering by the PCG team.)  PCG partnered with the California Endowment to develop the strategy and managed media relations activities and key stakeholder participation for Governor Schwarzenegger’s California Summit on Health, Nutrition and Obesity. This included managing Subway’s efforts to launch its new healthy menu, as well as coordinating the Governor’s request for smaller Jamba Juice cup sizes.  PCG manages state and federal public affairs for the Pharmaceutical Research and Manufacturers of America (PhRMA), and has been responsible for changing the perception of the industry with public opinion leaders and stakeholders.  PCG created and managed the ACCESS Campaign, a coalition of mental health programs, pharmaceutical companies, hospitals, psychology and psychiatric associations and others to increase awareness of and funding for mental health programs throughout the state. These activities included reaching out to targeted state and local policymakers. ©2014 Proprietary and Confidential 11 All Rights Reserved.

Adding Rick Davis to our team brings a level of experience – over 20 years of working with water industry clients – that will be crucial in developing a strategic communications plan and coalition engagement.

 The Davis Group was retained by the Inland empire Utilities Agency (IEUA) in September of 2013 to assist in the development of a long term strategic communications plan. Following the Davis Group Persuasion process, the team has conducted two half day strategic planning sessions with the agency’s senior management, developed a comprehensive SWOT analysis, detailed strategies and messages tied the IEUA’s business goals and is now completing the an integrated tactic plan and implementation program.  The Davis Group is working with AES Energy Corporation in Long Beach, California to obtain California Energy Commission approval and local stakeholder support for a $2 billion rebuild of their energy plant. The ongoing effort began with conducting survey research to understand the company’s position in the community and key issues that could affect the success of their project. The research was followed by the Davis Group team conducting a strategic planning session with the AES senior management and the preparation of a SWOT analysis. Next the Davis Group developed a comprehensive strategic communications plan inclusive of goals, objectives, strategies, key messages and tactics with a detailed timeline to achieve the company’s goals and objectives.  The Davis Group began working with the California Delta Stewardship Council (DSC) since it was created by the California Water Reform Act of 2009. The Council is charged with creating a Delta Plan that will fulfill the coequal goals of creating a reliable water supply for California and restoring the fragile Delta ecosystem while recognizing the Delta as an evolving place. As a new state agency the DSC required a comprehensive “branding” program focusing on the Council’s role and responsibilities are in the California water debate. Working with a team of consultants, the Davis Group has assisted the DSC with the development and implementation of a comprehensive strategic communications plan that includes; ongoing message planning; scores of public and stakeholder engagement meetings throughout the state; development of presentations, brochures, fact sheets and other communication materials for all stakeholders; coordination of media relations efforts; and providing strategic counsel to Council members senior level staff and consultants.  The Davis Group has been working with the California Department of Water Resources (DWR) and Department of Fish and Game (DFG) since 2004 on the development of the Salton Sea Restoration Program. The Davis Group serves as the lead consultant for all public outreach and information efforts related to the CEQA process. The Davis Group has assisted with the development of a Programmatic Environmental Impact Report for the Salton Sea Ecosystem Restoration program and the subsequent Salton Sea Species Conservation Program. The Davis Group has assisted DWR and DFG with the development of comprehensive strategic communications plans; planning, managing and facilitating scores of public and community meetings in the Salton Sea region as well as throughout the state; development of all external

messages; development of all presentations; development of all communications and printed material, brochures and direct mail; development of comprehensive data bases for all stakeholders; coordination of all media relations efforts; and providing strategic counsel to senior level staff and consultants. The Salton Sea Restoration program is ongoing as a preferred alternative and governance plan is under consideration.  The Davis Group assisted the California Department of Water Resources and California Natural Resources Agency with developing a strategic communications management and coordination program for the Bay Delta Conservation Plan (BDCP). The goal of the BDCP is to develop an overall solution to the ecosystem, water supply and water quality issues in the California Delta. The Davis Group brings extensive experience in public outreach and communications for large water related projects to the Bay Delta Conservation EIR/EIS planning process. Our effort on the BDCP program was to develop and implement an outreach program that truly provides an opportunity for the communities and stakeholders to be involved in the EIR/EIS process and feel confident their “voices are heard.”  The Davis Group has managed the strategic planning, media relations, governmental relations and coalition building for SAWPA, a regional planning agency comprised of the five major water districts in Riverside, San Bernardino and Orange Counties. The Davis Group played a leading role in the passage of $250 million in bond money (Proposition 13) to fund the first phase of the agencies’ comprehensive water management program. The plan will produce more than one million acre-feet of new water for more than five million residents in the three-county region. The team developed and implemented a comprehensive communications program and broad- based public outreach and communications campaign for SAWPA to assure the key stakeholders and the public in the region continued to be informed of the progress SAWPA and the member agencies are making in meeting the program’s goals.  The Davis Group assisted Lennar Communities with developing a strategic communications plan all aspect of public outreach, public education, communications and community relations for their proposed $600 million mixed use project on the eleven acre parcel located in the City of Long Beach. During this 26 month process, the Davis Group conducted scores of public meetings, community town halls, CEQA compliance public outreach, and briefings with elected/appointed officials at all levels in City, State and County government. Our team built a broad based coalition of support for this project from neighborhood associations, business organizations, environmental interests, and local and regional community leaders.

CASE STUDIES

ENTERTAINMENT INDUSTRY FOUNDATION, NCCRA

PR with a Purpose Colon Cancer Comes Out of the (Water) Closet

Katie Couric’s on-air colonoscopy during NBC’s Today Show did more than tout a celebrity’s favorite cause: It saved lives. Previous efforts to harness Hollywood’s influence to make a social impact often fell flat. They usually got press and even raised money; but it was PCG’s launch of the Entertainment Industry Foundation’s (EIF) National Colorectal Cancer Research Alliance (NCCRA) that resulted in the “Couric Effect,” the first generation of viral campaigns to spark widespread consumer action. When Couric and cancer fundraiser Lilly Tartikoff both lost their husbands to colorectal cancer it was the second-leading cancer killer in the U.S. Despite being highly preventable with regular screening and very treatable when detected early, people weren’t getting screened because they were embarrassed to talk about the disease. PCG enlisted celebrities personally affected by colorectal cancer to tell their stories, engaged corporations to generate $10 million to support the research of leading medical experts, and partnered with the National Association of Chain Drug stores to generate consumer contributions.

THE RESULTS:  Colorectal Cancer screening rates increased by 20 percent following Katie Couric’s on-air colonoscopy (University of Michigan – July14,2003 http://www.med.umich.edu/opm/newspage/2003/couric.htm)  A genetic link to colorectal cancer was discovered  Technology advanced to create a less-invasive screening test – the DNA-based stool test

PHARMACEUTICAL RESEARCH AND MANUFACTURERS OF AMERICA

California Partnership for Access to Treatment Communities Bond for Health

Research-based pharmaceutical companies have been on the front lines of health system reform for years, advocating for improved access to care for all Americans. Collaboration with health advocacy organizations was natural, given patients’ need for innovative medicines to preserve quality of life, relieve symptoms, reduce hospitalizations and prevent death. Patients aren’t the only stakeholders, however; and while some groups choose advocacy others need a communications and resource network for the communities they serve. PCG created and implemented the California Partnership for Access to Treatment to engage diverse stakeholders and launch a multi-faceted dialog about all health care issues. Monthly educational seminars continue to provide an opportunity for previously unrelated groups to convene around common issues, broadening perspectives. Online resources in seven languages offer timely information and additional opportunities for the more than 1,400 members to connect. By ensuring a forum that would not become a legislative “action team,” CPAT drew health advocates together with ethnic communities, employers and health care providers, creating a shared bond despite unique perspectives.

RESULTS:  Engagement of diverse partners expanded PhRMA’s champion base to include more than 1,400 CPAT members  Informational and skills-building seminars convened previously unrelated organizations, providing value-added opportunities for networking and information exchange while creating an educated corps for collaboration  A commitment to providing meaningful programs built trust among stakeholders

CALIFORNIA ALLIANCE FOR HOSPITALITY JOBS

Fighting Taxes to Preserve Jobs Grass Tops Grow Roots

Every day employers are challenged with the rising cost of doing business, and new taxes are often job killers. A narrow profit margin combined with frequent revenue fluctuation makes hospitality businesses particularly vulnerable. When San Francisco lawmakers proposed a “nickel per drink” tax that would start with wholesalers, pass on to business owners/operators and ultimately cost consumers and threaten thousands of jobs, the hospitality industry wasn’t organized to react. PCG envisioned, created and secured funding for the California Alliance for Hospitality Jobs to highlight the important role the hospitality industry plays in California’s economy. A swift response included developing materials, resources and communications to quickly unite and activate suppliers, restaurateurs, business owners, trade associations and rank and file employees. The Alliance was established as the voice of reason and through a Website, earned media and social networking conveyed the urgency and threat of the proposed tax to the economy while laying a foundation for future advocacy. More than 750 members formed a true grassroots coalition, triggering a powerful public response which humanized the negative impacts of increased alcohol taxes on individuals and their families.

RESULTS:  A vote to impose a “nickel per drink” tax was vetoed by San Francisco’s mayor, citing the need to protect the City’s economy and jobs  The California Alliance for Hospitality Jobs united a diverse group of people working in and with the hospitality industry, providing the ability to respond convincingly when the industry is threatened  Online communication assets provided flexibility, broad reach and a mechanism for rapid member activation on local, state and federal issues

MENTAL HEALTH ASSOCIATION IN CALIFORNIA

Access Coalition Mental Health Makes “Cents”

Before celebrity spokespersons ruled consumer advocates became king. Organizations promoting more funding for treatment and cures for chronic illnesses such as diabetes, heart disease and cancer were rarely ignored by policymakers. Not so for mental illness. Although one in five was affected, disparate stakeholders and an unorganized constituent base struggled to impact a divisively partisan legislature on what many considered to be a taboo subject. When California’s Medi-Cal program opted not to add a new class of antipsychotic medications to its formulary, saying they were too expensive, mental health advocates became the underdog with a cause. Scientific evidence of medical efficacy was undisputed but policymakers did not recognize the fiscal benefits of the new drugs. PCG commissioned a study scientifically proving the economic benefits of the new treatments and coalesced previously divergent stakeholders by illustrating their combined ability to reach individual goals with a joint message. Law enforcement leaders, consumer advocates, medical professionals and pharmaceutical manufacturers formed the Access Coalition, providing a credible and commanding voice in delivering a sound fiscal argument to lawmakers. PCG conducted media outreach, featuring compelling consumer success and horror stories, alongside fiscal arguments, to powerfully show how the new medications could change lives and save state resources.

RESULTS:  Legislation granting unrestricted access to the new “atypical antipsychotic” medications was introduced and passed with bi-partisan support  The collaboration developed with the Access Coalition continues, with ongoing issue advocacy for more than 10 years  Access Coalition leaders continue to participate in high-level policy discussions, and have become sought-after media sources  Coalition activities sparked a movement leading to the eventual passage of a statewide initiative providing access to mental health treatment for millions of Californians

THE INLAND EMPIRE UTILITIES AGENCY

Communications Plan for the Future

The Davis Group was retained by the Inland empire Utilities Agency (IEUA) in September of 2013 to assist in the development of a long term strategic communications plan. Following the Davis Group Persuasion process, the team has conducted two half day strategic planning sessions with the agency’s senior management, developed a comprehensive SWOT analysis, detailed strategies and messages tied the IEUA’s business goals and is now completing the an integrated tactic plan and implementation program.

RESULTS:  Conducted two strategic planning sessions with Executive Management that resulted in a comprehensive SWOT analysis and developed their overall “Business Goals” which provided a roadmap for developing an agency wide Strategic Plan  Developed a five year Strategic Communication Plan complete with goals, objectives, strategies, target audiences and messages and a comprehensive tactical plan  Communication Plan is currently in final review by IEUA Executive Management and Board of Directors

THE DELTA STEWARDSHIP COUNCIL

Promoting the Coequal Goals

The Davis Group began working with the California Delta Stewardship Council (DSC) since it was created by the California Water Reform Act of 2009. The Council is charged with creating a Delta Plan that will fulfill the coequal goals of creating a reliable water supply for California and restoring the fragile Delta ecosystem while recognizing the Delta as an evolving place. As a new state agency the DSC required a comprehensive “branding” program focusing on the Council’s role and responsibilities are in the California water debate. Working with a team of consultants, the Davis Group has assisted the DSC with the development and implementation of a comprehensive strategic communications plan that includes; ongoing message planning; scores of public and stakeholder engagement meetings throughout the state; development of presentations, brochures, fact sheets and other communication materials for all stakeholders; coordination of media relations efforts; and providing strategic counsel to Council members senior level staff and consultants.

RESULTS:  The Delta Stewardship Council was a new state agency which our team “branded” as a diverse, balanced and neutral state planning agency in the statewide water debate that would provide a comprehensive Delta Plan that would not be bias to any stakeholder interest.  Conducted scores of public meetings, media interviews and conferences, tours, developed a “corporate brochure”, newsletters, issue papers, Q&A’s , messaging and provides newly all communication outreach for the DSC  Comprehensive communication and public outreach planning and implementation played a critical role in a two year process of developing a Delta Plan that provides a program for the state to address water reliability and supply issues and Delta ecosystem restoration.

THE SANTA ANA WATERSHED PROJECT AUTHORITY (SAWPA)

Strategic Communications Planning

The Davis Group has managed the strategic planning, media relations, governmental relations and coalition building for SAWPA, a regional planning agency comprised of the five major water districts in Riverside, San Bernardino and Orange Counties. The Davis Group played a leading role in the passage of $250 million in bond money (Proposition 13) to fund the first phase of the agencies’ comprehensive water management program. The plan will produce more than one million acre-feet of new water for more than five million residents in the three-county region. Our team developed and implemented a comprehensive communications program and broad-

©2014 Proprietary and Confidential 21 All Rights Reserved. based public outreach and communications campaign for SAWPA to assure the key stakeholders and the public in the region continued to be informed of the progress SAWPA and the member agencies are making in meeting the program’s goals.

RESULTS:  Assisted in developing and “packaging” the Santa Ana Watershed Integrated Plan that included a variety of projects and programs that were designed to drought proof the Santa Ana Watershed and provide environmental and habitat restoration  Developed broad based coalition of traditional and non-traditional water interests in Orange, San Bernardino, Riverside and Los Angeles Counties that was mobilized into a grassroots lobbying force for legislative approval of a statewide water bond  Developed a legislative coalition of members from within the SAWPA region that represented over 35% of the total legislature armed with the SAWPA integrated Watershed Plan that resulted in legislative approval of a water bond (which became Proposition 13) that contained $250 million for projects in the SAWPA region

OUR TEAM

Kassy Perry, President/CEO

Kassy is well known for her innovative strategies and her ability to generate groundswells of public and media support for client objectives. Under her direction, Sacramento based Perry Communications Group has been at the forefront of major initiatives undertaken by the pharmaceutical, entertainment and energy industries, as well as the physician, senior, public health, housing, environment and transportation communities. Kassy is a former television and radio news reporter, producer and anchor. Following her work in broadcasting, Kassy served as a spokeswoman for Governor George Deukmejian on health and welfare issues, as well as a committee consultant and press secretary to a California State Assembly Member. She capped her career in the public sector as Deputy Communications Director to Governor Pete Wilson. Since, she has served as an advisor to elected officials, including Governors, Mayors and State Legislators, as well as initiative campaigns and Fortune 500 companies. Kassy is best known as the creator of television host Katie Couric’s colon cancer initiative, the public relations strategist behind more than a decade of mental health initiatives and legislation designed to reform and well fund the California mental health system, and the driver of numerous patient-centered healthcare reforms. She has been recognized by the Sacramento Public Relations Association with a Lifetime Achievement Award. Kassy has also received Recognition from the California State Senate and Assembly for her work in the nonprofit sector.

Jennifer Zins, Vice President

With extensive experience in communications, government relations, grassroots management and public affairs at both the state government and non-profit association management levels, Jennifer Zins brings the expertise and leadership necessary to be a Vice President at Perry Communications Group (PCG). Jennifer rejoins PCG after 10 years. As Vice President, Jennifer manages multiple client accounts, brings new business to the firm and supports the professional development of the PCG team. Jennifer currently leads advocacy and grassroots efforts for health care clients by hosting educational events, serving as a resource to the network of partners and more. Prior to her current position at PCG, Jennifer was a partner in the firm Plotkin Zins & Associates, a lobbying, government affairs and communications firm where she represented a diverse client base before the state legislature and regulatory agencies. Prior to starting her firm, Jennifer served as Executive Director of the Automotive Service Councils of California (ASCCA), a statewide non-profit trade association. Jennifer was a Senior Account Manager for PCG from 2000 – 2003 and was responsible for the management of multi-million dollar public affairs

©2014 Proprietary and Confidential 23 All Rights Reserved. campaigns. Additionally, Jennifer served in a management position as Director of Government Affairs and Communications for a multi-state non-profit automotive industry association and was a legislative aide in the California State Assembly. Jennifer’s work in grassroots campaigns recently gained recognition through industry awards as well as awards from public relations societies for increased education and awareness of various industry issues.

Matt Notley, Senior Account Manager

With a professional history that spans public relations, public affairs, marketing and a stint in the news media, Matt has the experience necessary to help clients think big and effectively leverage the media. Prior to joining Perry Communications Group, Matt was at Ogilvy Public Relations, leading the public affairs activities for several government clients with a focus on water and environmental issues. He managed teams supporting the California Department of Water Resources FloodSAFE program and the independent Delta Stewardship Council, providing media relations and strategic communications advice as the agencies developed statewide plans to reduce flooding and protect California’s fragile and deteriorating Delta. Matt was appointed by Gov. Arnold Schwarzenegger in the fall of 2007, as Director of Public Affairs for the Department of Water Resources, a time when water issues in California were at the forefront of the legislature’s agenda and above the fold in the media. Matt worked long hours with Schwarzenegger’s press office to educate the media about why an overhaul of the state’s water management policies was vital to the well-being of the state’s environment and economy. Prior to joining DWR, Matt worked for two years as a marketing and communications specialist for Motorola, Inc., handling public relations and outreach duties. Matt began his career as the news editor for the Chico News & Review – also contributing to the Sacramento News & Review – covering state and county government, environment, crime and social issues affecting Northern California. He then went on to manage both sales and marketing strategies for Pyramid Breweries, Inc. and KNBR 680 AM (San Francisco), and serving as a Copy Writer for a small tech start-up. Matt received his Bachelor of Arts degree in Journalism from California State University, Chico in 1998. He is a graduate of the Sacramento Metro Chamber’s 2012 Leadership Sacramento, a fellowship program for young professionals in the Sacramento region.

Rick Davis, Senior Consultant, The Davis Group

Rick Davis has played a major role in political, public affairs issues, public outreach and communications in California for over twenty five years. Davis has extensive experience with water related issues and working with key water stakeholders. In 2008, Rick Davis and the Davis Group were retained to provide strategic communications management and coordination to the California Department of Water Resources for the Bay Delta conservation Plan (BDCP). Davis developed a comprehensive and integrated communications program for the team that will streamline communications efforts and provide the public with understandable and useful information. In 2004 Davis became the lead consultant for public information and outreach for the California Department of Water Resources led Salton Sea Restoration planning program. This continuing effort requires extensive public outreach to the communities within the Salton Sea region and key stakeholders throughout the state to ensure broad based support for the restoration plan. From 1999 - 2005, Davis was the lead communication consultant for the Santa Ana Watershed Project Authority (SAWPA). In this role he led an effort on behalf of SAWPA and their member agencies to gain support for their projects in the state water bond. This effort required developing broad awareness and a brand identity for SAWPA, which was virtually unknown beyond industry circles. The team developed a strategic communications plan, marketing materials and crated and activated a broad based coalition of support that assisted SAWPA in obtaining $250 million in the March 2000 statewide water bond. Davis continues to work closely with SAWPA on all of their communications and public affairs programs. In 1996, Davis served as a day-to-day campaign manager for Proposition 204, the statewide water bond measure. Davis oversaw all aspects of the campaign from coalition building to advertising. Proposition 204 received 63 percent of the vote, the most votes of any issue on the ballot that year. Davis received his Bachelor of Arts degree in Political Science from the University of California, Los Angeles.

Leia Ostermann, Account Executive

With a background in public relations for a wide cross-section of business and consumer technologies, start-ups and established brands, Leia provides a strong foundation to support the team at Perry Communications Group. Leia has successfully worked with a variety of companies and associations to communicate their stories on the right channels, positively impact public awareness and further business goals. In her position as Account Executive, Leia works with PCG staff in a support role. She is integral in implementing press events, media outreach and research, written communication and social media content development. Prior to her position at PCG, Leia was at McGrath Power Public Relations and Communications in San Jose, working with large tech brands on localization efforts,

©2014 Proprietary and Confidential 25 All Rights Reserved. media relations and product launches. Leia earned a Bachelor’s of Arts Degree in Journalism with a minor in Digital Media from California State University, Sacramento. During this time Leia actively interned with local newspapers, TV stations, non-profits, media agencies and PR firms to grow her skill set.

Yessenia Anderson, Media Relations Specialist

Yessenia Anderson is a TV news reporter by training, having spent two years in Southern Oregon with the ABC affiliate KDRV before joining Perry Communications in October 2012. As a Media Relations Specialist Yessenia leads a number of media relations efforts on different accounts including Sims Recycling Solutions and the Partnership to Fight Chronic Disease. Yessenia earned a bachelor’s degree in journalism with a minor in digital media from California State University Sacramento. During college, she interned at the NBC Sacramento affiliate KCRA 3 where she confirmed her love for journalism. In addition to her journalism skills Yessenia enjoys exercising her civic duties and helping those in her community. Most recently she volunteered with Kids Unlimited, a nonprofit organization that provides after school programs to more than 1,000 children and young adults. Currently, she serves on the board of directors for the Sacramento Public Relations Association.

FEES AND EXPENSES

PERRY COMMUNICATIONS GROUP, INC. Staffing and Fee Schedule

Kassy Perry, Principal ...... $305.00

Julia Spiess, Senior Vice President ...... $275.00

Rick Davis, Senior Consultant ...... $265.00

Jennifer Zins, Vice President ...... $255.00

Matt Notley, Senior Account Manager ...... $235.00

Account Manager ...... $185.00

Senior Account Executive ...... $175.00

Leia Ostermann, Account Executive ...... $150.00

Yadira Beas, Assistant Account Executive ...... $125.00

Yessenia Anderson, Media Relations Specialist ...... $125.00

Graphic Designer ...... $100.00

Account Coordinator ...... $75.00

Project Support ...... $50.00

Intern...... $25.00

*Hourly rates are subject to change by company annual adjustments and individual rate change due to employee promotion. Average hourly rate is $165.00