Request for Proposals (RFP)
STRATEGIC COMMUNICATIONS & OUTREACH
SERVICES FOR THE LEVEE IMPROVEMENTS
Priscilla Schaus, Communications Director /
Issued: April 21, 2021
Proposals Due by
5:00 P.M. PST on May 21, 2021
Section I – Introduction
Section II – About the City of Foster City and Levee Improvements Project
Section III – Scope of Work
Section IV – RFP Schedule, Instructions, and Proposal Requirements
Section V – Consultant Selection Criteria and Process
Section VI – General Terms and Conditions
Attachment 1 - Template Professional Services Agreement
I. Introduction and Scope of Work
The City of Foster City (“City”) is seeking proposals from highly qualified consultants
(“Consultant”) to work closely with the City Manager’s Department, Communications Division,
and Project Manager to provide strategic communications and outreach services to the City in
regards to CIP 301-657 Levee Improvements Project (“Levee Project”).
II. About the City of Foster City and Levee Project
Foster City is located midway between San Francisco and San Jose on the western shoreline of
the San Francisco Bay, east of U.S. 101, which provides convenient access to the San Francisco
Airport and San Francisco to the north and Santa Clara County to the south. The City is bisected
by State Route 92 (the J. Arthur Younger Freeway), which runs between Half Moon Bay to the
west and Highway 880 to the east via the San Mateo-Hayward Bridge. The City encompasses
12,345 acres, of which 9,726 acres are part of San Francisco Bay and Belmont Slough, and 2,619
acres are land area.
The City is a full-service, General Law City with a Council-Manager form of government. The City
Council also serves as the Board of Directors for the Estero Municipal Improvement District
(“District”). The District, although a separate legal entity, encompasses the same geographical
area, is inhabited by the same citizens, and is governed by the same bodies and procedures as
the City. The City/District has approximately 197 employees who deliver high quality municipal
services to its 33,693 residents. The City’s fiscal year 2020-2021 appropriations for its General
Fund is approximately $47.8 million.
The Foster City levee system, surrounding the majority of the outer bay-front perimeter of the
City, is crucial in providing protection from flood hazards and storms. In 2014, the Federal
Emergency Management Agency (FEMA) determined that the City’s levee system did not meet
minimum requirements for flood protection. To protect people and property and avoid
designating Foster City as a flood zone (which would require expensive flood insurance for most
homeowners), voters passed Measure P in 2018 to fund the necessary levee improvements.
Construction of these significant improvements began in October of 2020 and will continue
through 2023. As construction continues over the project timeline, the City will continue to
conduct extensive, proactive communications and outreach on the project duration, impacts,
updates, and other important information.
III. Scope of Work
A key priority of the Levee Project is to keep community members informed and updated on
progress of the project, such as timelines, impacts, milestones, and other key information. The
City has communicated with residents through various platforms and methods, including: social
media, press releases, project website, mailers, flyers, Community Update webinars, and a
construction update electronic newsletter.
The City is seeking proposals from highly qualified consultants to work closely with the City
Manager’s Department, Communications Division, and Project Manager to provide ongoing
strategic and proactive communications and outreach services on the Levee Project.
Communications and outreach services and support may include, but are not limited to:
• Drafting content / messaging for Levee Project updates, such as social media, press
releases, newsletters, talking points, frequently asked questions (FAQs), flyers, and/or
• Designing graphics for social media, flyers, signage, and/or mailers and coordinating
• Managing and maintaining the Levee Project electronic newsletter.
• Managing and maintaining the Levee Project website.
• Developing concepts for and producing Levee Project informational videos.
• Developing outreach strategies for engaging target audiences.
• Managing the Levee Project inquiry hotline and email box.
• Developing memos to keep the City Council informed.
• Coordinating with the Levee Project construction team and other staff on key updates to
keep the community informed.
• Organizing and hosting virtual or in-person Community Updates.
• Monitoring social media to understand community sentiment.
• Facilitating media inquiries and developing messaging for interviews.
• Evaluating and measuring outreach efforts.
• Attending and presenting communications efforts at City Council meetings.
IV. RFP Schedule, Instructions, and Proposal Requirements
The schedule for this RFP process is as follows:
April 21, 2021:
May 21, 2021:
May 22, 2021 – June 7, 2021:
June 21, 2021:
RFP submissions are due by 5:00 P.M. PST
Review submissions, reference checks, calls with proposers
Proposals shall be submitted electronically to email@example.com with the subject labeled
“RFP Response Strategic Communications & Outreach Services.” It is the responsibility of the
proposer to ensure that the submission is received by 5:00 P.M. on April 21, 2021. Proposals not
received prior to the deadline will not be considered. For this reason, the City encourages you to
submit proposals early. The City shall acknowledge receipt of the submission once it is received
but will not review any submission prior to the submission deadline. There will be no formal
opening of the proposals.
Questions regarding this RFP should be directed to:
Priscilla Schaus, Communications Director / City Clerk
610 Foster City Boulevard, Foster City, CA 94404
The Submission should be in a single document (PDF or Microsoft Word) and include the
following five sections:
1) Cover letter: The cover letter should include the name, email, and telephone number of
the primary contact person for the proposer, the mailing address for the individual or firm
submitting the proposal, and the address of the office from which the Project will be
managed. The cover letter should clearly describe the proposer’s understanding of the
services being requested by the City. It shall include a statement indicating that the
proposal terms shall remain in effect for no less than ninety (90) days following the
submittal date. The letter shall also include a statement by the person submitting the
proposal that they are authorized to bind the proposer to the terms of the proposal.
2) Statement of Qualifications and Experience: The City will only consider proposals from
consultants that demonstrate they have successfully completed comparable services for
similarly sized cities. The submission shall include a statement of qualifications that
includes a discussion of past projects that illustrate the quality, type, and performance of
the Project team. Submittals shall include a detailed description of a minimum of three
(3) projects within the past five (5) years which include the following information:
contracting agency name, contractor’s project manager and contact information, date of
contract, date of completion, and project description.
3) Proposal Statement: The Proposal Statement should outline the proposed Project
schedule, the methods for accomplishing the scope of work, and the team dedicated to
the Project. The Proposal Statement should describe the roles and organization of your
proposed team for this Project, and clearly identify and describe the experience of any
Please describe your project management approach and provide a detailed description of
how the team and scope of work will be managed. Describe the roles of key individuals
on the team. Provide short resumes for all key team members. Short resumes should
show relevant experience and the length of employment with the proposing consultant.
Key members, especially the project manager, must have significant demonstrated
experience with this type of project, and should be committed to stay with the Project for
the duration of the Project.
Please provide a full scope of work to be performed, and particularly highlight any
proposed work that was not included in the Scope of Work included in this RFP, but which
you believe is necessary to successfully accomplish this Project.
4) Cost Proposal: Please clearly identify all proposed costs and fees for a one-year contract
associated with the Scope of Work and any additional identified work you believe is
necessary to complete the Project. The Levee Project is anticipated to be completed in
2023. This contract would be for a one-year agreement, with two optional one-year