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HomeMy WebLinkAbout08 EXTENSION TO CSA WITH JPW COMMUNICATIONS FOR TUSTIN LEGACY OUTREACHDocusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F MEETING DATE TO: FROM: SUBJECT: SUMMARY: Agenda Item AGENDA REPORT Reviewed: a`LS City Manager Finance Director NOVEMBER 18, 2025 ALDO E. SCHINDLER, CITY MANAGER BRIAN MONCRIEF, DEPUTY CITY MANAGER — REAL PROPERTY EXTENSION TO CONSULTANT SERVICES AGREEMENT WITH JPW COMMUNICATIONS FOR TUSTIN LEGACY OUTREACH AND COMMUNICATIONS SERVICES Proposed extension to the Consultant Services Agreement with JPW Communications for continued outreach and communications support for the Tustin Legacy project. The continuation builds upon the successful outreach and communications campaigns JPW has conducted throughout 2024-2025. The next phase of outreach activities continues to reflect a deliberate and structured approach to sustaining meaningful public engagement as the City advances the Tustin Legacy project. Building on JPW's demonstrated success in increasing awareness, participation, and transparency, the planned series of outreach activities is intended to invite the community through a thoughtful progression of opportunities to learn, respond, and provide meaningful input. The activities move from initial information -gathering to more interactive formats, ultimately supporting informed direction from the City Council. Together, these steps enable residents, stakeholders, and regional partners to remain closely connected to the project's development and that their feedback continues to shape its long-term vision. RECOMMENDATION: It is recommended that the City Council authorize the City Manager or designee to execute an extension of the Consultant Services Agreement with JPW Communications, subject to non -substantive additions or modifications as may be deemed necessary and/or recommended by the City Attorney. FISCAL IMPACT: The proposed extension of the Consultant Services Agreement with JPW Communications is not to exceed $250,000. Sufficient funds have been appropriated in the Fiscal Year 2025- 2026 budget. Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F City Council Agenda Report JPW Consultant Services Agreement November 18, 2025 Page 2 CORRELATION TO THE STRATEGIC PLAN: The proposed Consultant Services Agreement with JPW Communications contributes to the fulfillment of the City's Strategic Plan Goal D: Strong Community and Regional Relationships. Specifically, this item implements Strategy 1 which is to strengthen community engagement with all sectors and Strategy 4 which is to elevate the City's profile through proactive marketing and branding. BACKGROUND AND DISCUSSION: JPW has been a key partner in developing the City's communications and public engagement initiatives — including a communications audit, strategic plan, crisis communication framework, and community branding that resulted in a new City logo and brand identity. JPW also supported the City's Local Reuse Authority (LRA) meetings through videos, public outreach, and presentation materials. In 2024-2025, JPW successfully launched and managed the Tustin Legacy Community Outreach and Engagement campaign, which generated significant public awareness and participation. These results demonstrate JPW's proven ability to connect the community with the City's long-term development vision through consistent, data -driven outreach and clear communication strategies. The following table outlines key outreach components through August 2026: November/December 2025 January 2026 January/February 2026 March/April 2026 April/May/June 2026 • Community tour survey • Guided tours of Tustin Legacy • Focus groups • Community meetings and surveys • City Council direction August 2026 • Annual City Council/LRA Meeting Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F City Council Agenda Report JPW Consultant Services Agreement November 18, 2025 Page 3 Signed by: 13rlafffV&&fgf Deputy City Manager — Real Property DocuSigned by: stv6pjt, N txo' Step r9ibF jdf�l . Communications Manager Attachments: 1. JPW Communications, Tustin Legacy Outreach Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F W1 JPW COMMUNICATIONS J Isola i 78 0 F Docusign Envelope ID: 0EABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Meet Jenny Windle, our founder and CEO, as she explains why she created JPW ten years ago. VIDEO: MEET JPW SPOILER ALERT: When she worked as a PIO, she was usually disappointed by consultants, who either lacked the creativity she needed or did not understand the realities of government communications. So, she decided to create the firm she always hoped to hire. Now, JPW is a team of 12 with unparalleled experience and passion for helping government agencies communicate better. A staff born from government, for government ABOUT US Allow us to introduce ourselves. JPW was born from the need for acommunications firm that offers the rare combination of exceptionalservice, creative ideas and strategic solutions that can only come fromfirsthand service in the public sector. We serve governmententhusiastically and exclusively, and that means that we understand thechallenges you face, why they matter, and how to solve them. OUR HISTORY JPW was founded in 2015 by long-time government communicator JennyWindle, and we have grown to a team of like-minded experts thatprovides award -winning services for government agencies. Together, webring 100+ years of collective experience working inside and alongsidecities, counties, states and special districts. We do this because webelieve that public agencies deserve the very best in communicationservices. THE JPW EXPERIENCE We balance big ideas with practical applications designed just for government, and the result is strategic communication that actually works. OUR VISION We imagine a world where communities and local government understand each other and work together for the greater good. OUR CERTIFICATIONS JPW is a certified Disadvantaged Business Enterprise (DBE) and Small/Micro Business Enterprise (SBE). 2 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Tustin experience We've had the privilege of supporting the City of Tustin on several high -profile initiatives, and each experience has deepened our appreciation for Tustin as a forward -thinking, inclusive organization that truly values its community. This is evident in our collaborative work on the city's rebrand, the proactive communication around water rate adjustments, and the ongoing outreach that continues to shape the vision for the Tustin Legacy. JPW has been proud to be a trusted partner through it all. As you advance into additional outreach and engagement of the Tustin Legacy Outreach Support Services, we would be honored to continue this partnership —helping you build on the momentum already achieved. Our deep understanding of the community, combined with our proven success in strategic outreach and public engagement, positions JPW to seamlessly support this next phase. From stakeholder engagement and message refinement to campaign execution and visual storytelling, we're ready to help elevate awareness and enthusiasm for Tustin Legacy's continued progress. 3 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Full service, and at your service Team JPW has the strategists, marketers, copywriters, multimedia designers and project managers you need to communicate the intricacies of your services and engage the community you serve. We are also proud to note that Susanne Bankhead, our senior vice president and partner, is one of only three certified public participation professionals in California. Coupled with our in-house design team that includes videography and photography offerings, we are truly a full service agency. Planning and research Crisis management Target audience segmentation Message and persona development SWOT analysis Competitive landscape analysis Community surveys, focus groups/interview Communications, materials and branding audit Campaign research, planning and implementation Branding and graphic design Behavior change campaigns Persona creation Paid media ad planning Social media campaigns Video production and photography Media and public relations Outreach strategy planning Public meeting design and implementation Meeting facilitation Prop 218 outreach Construction marketing and outreach NEPA,CEQA Survey development, stakeholder interviews, focus groups Outreach process design Community engagement strategies Public meeting design and implementation Meeting facilitation Construction marketing and outreach Surveys, stakeholder interviews focus groups Multicultural outreach Pop-up outreach events Social media campaigns Social media planning Social media graphic design Public relations Press release writing Media relations Media lists Media pitching Copywriting Graphic design Branding and rebranding Logo design Videography Photography Social media design Newsletter template design Style guides Interactive digital toolkits 4 Our approach At JPW, we believe successful outreach goes beyond communication; it's about fostering authentic connection, transparency and trust between the City and its community. Our approach to Tustin Legacy Outreach Support Services builds on the foundation of the previous phases, focusing on deepening community understanding, maintaining project momentum and ensuring that residents, businesses and stakeholders remain informed and inspired about the City's long-term vision for Tustin Legacy. Our methodology is grounded in public sector experience and shaped by the belief that government communication must be inclusive, data -informed and rooted in service. With decades of experience supporting agencies like the City of Tustin, we bring a collaborative and flexible approach that unites research, creativity and strategy to deliver outreach that is both engaging and actionable. The result will be communications that not only inform but also reinforce confidence in the City's leadership and direction for the Tustin Legacy project. YOUR COMMUNITY ALREADY CARES. OUR JOB IS TO CONNECT THEM. Effective outreach isn't based on assumptions; it's built on insight. At the outset of this phase, we will define success metrics, clarify desired outcomes and identify the audiences whose engagement matters most. Using data and feedback gathered through prior phases, we will refine messaging and outreach tools that meet people where they are, moving beyond personal preferences to ensure every communication is purposeful, measurable and rooted in community priorities. JPW'S FRAMEWORK FOR SUCCESS Every city and every project has its own character, and the Tustin Legacy is no exception. Our approach begins with listening and understanding the distinct culture, goals and opportunities that define this effort. With more than a century of combined experience in local government, our team brings a deep appreciation for the nuances of public engagement, ensuring we know the DNA of your organization before proposing solutions. We combine two proven frameworks to guide our work: The Public Relations Society of America's RPIE process, a structured approach that moves from research to planning, implementation and evaluation and the International Association for Public Participation's Spectrum, which ensures outreach is transparent, inclusive and meaningful. Together, these frameworks will guide how we refine strategy, strengthen outreach tools and align communication efforts for this next phase of the Tustin Legacy. 5 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Our approach - - TUSTIN LEGACY OUTREACH AND ENGAGEMENT OUTREACH ACTIVITY Early December 2025 Launch community survey #1: Seeking input on tour itinerary November/December 2025 Finalize tour itinerary, materials and promotion plan January/February 2026 Tustin Legacy tours (two; one on weekday and one on weekend) February 2026 Focus group/small group meetings (community ambassadors) to preview conceptual plans March/April/May 2026 Community workshop #2/Community survey #2 and Community workshop #3: Share DRAFT conceptual plans for future development of hangar parcels and get input (TBD) on public participation goals and what decisions need public input April 2026 Ad -Hoc Committee briefing: Recommendations and next steps City Council briefings: Review input report May/June 2026 JPW to review results, develop input report June 2026 • Ad -Hoc Committee briefing: Recommendations and next steps June/July 2026 • City council briefing; recommendations on next steps August 2026 • Local Reuse Authority Meeting with recommendations 0 Docusign Envelope ID: 0EABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Cost estimate TUSTIN LEGACY I OUTREACH AND ENGAGEMENT LRA meetings: JPW to prepare presentation for one (1) updates to LRA in August 2026. This includes PPT deck creation, in -person meeting attendance, client coordination, preparation and debriefs. Estimate assumes time allocation 10 hours for the meeting for attendance, prep and follow up. City Council ad -hoc committee meetings and updates: JPW to prepare presentation for updates to City Council Tustin Legacy ad -hoc committee. This would include in person presentations at key project milestones and written report updates during other months with less to report. Includes time for prepping PPT deck, council briefing documents, client collaboration, meeting time and debriefs. Assumes four (4) briefings in April and June/July 2026 and 8 hours each for travel/prep. City Council briefing: Hold three (3) (30-minute) in -person briefings with City Council members at key milestones. Assumes a seven (7) hour day inclusive of each briefing; three (3) hours for travel; two (2) hours total for three (3) 30-minute meetings, one (1) hour to prep; (30) minutes to debrief/organize notes. Presentations to City Council: Attend and present at City Council meetings in October 2025 and May/June 2026. Provide outreach summary and recommendations to City Council for next steps in programmatic approach. Assumes five (5) hours for each presentation for in -person participation, prep and follow up. Tour of Tustin Legacy (January/February 2026): JPW to coordinate two (2) in -person tours of Tustin Legacy opportunity areas to educate residents about the future of the development. One tour to be held during the week; one tour to be held on the weekend. Assumes ten (10) hours for each tour, which includes travel time, planning and coordination, prepping materials and debriefing on outcome. Ambassador outreach/Small group meetings (Ongoing): Plan and coordinate up to ten (10) small group meetings with Tustin Legacy Ambassadors in February 2026 to share project information, outreach approach and gather feedback/initial reactions to draft conceptual plans, project questions and priorities for development. Assumes meetings are virtual and JPW will host with a City Real Property team member. Tabling opportunities/pop up outreach (Ongoing): JPW to table up to four (4) community events to educate residents about Tustin Legacy. Estimate include travel time, preparation attending for up to four (4) hours and reporting. Assumes ten (10) hours per person, per event, excluding the SVR Community survey: Disseminate online survey to seek input from Tustin community in March 2026: Following tours of Tustin Legacy and concurrent with open house #2 to share draft conceptual plans. Deploy survey through Publiclnput engagement platform for broad engagement; promote through organic City -owned outreach methods; and analyze survey results. Community workshop: Host two additional community workshops in March 2026 and May 2026. Create public meeting design for engaging the broader Tustin community. Research and coordination on meeting logistics (location, scheduling, etc.). Estimate assumes the following per workshop: 3 hours of prep time day -of, 3 hours of travel time per attendee, 2 hours for the workshop and 1 hour for a debrief on next steps for a total of 10 hours per person. Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Cost estimate TUSTIN LEGACY I OUTREACH AND ENGAGEMENT Monthly enewsletters: JPW will create up to (5) newsletters for stakeholders to receive project updates at key milestones. Includes content creation and scheduling. News articles: JPW will write up to (4) articles related to Tustin Legacy milestones and progress for publishing on Tustin website and media outreach. Website updates: JPW will monitor and update website content at key milestones in the process. This includes updates to FAQs, timelines, infographics, and public meeting event details. Postcards: JPW will create two (2) postcard designs for workshops in March and May 2026. Assumes using existing template, development of content and new graphics. Assumes 10 hours of design for each postcard. Display boards: JPW will create ten (10) display boards for community workshops. Assumes using existing template, development of content and new graphics. Assumes eight (8) hours of design for each board. Signage: JPW will update lawn sign template, poster template and banner template with information about open houses/surveys. Assumes using existing template, development of content. Assumes four (4) hours of design for each update. As -needed infographics: Creation of up to ten (10) project infographics for public presentations. Assumes six (6) hours of design for each graphic. Graphic video/reels creation: JPW will also create up to (8) (30-second) social media reels using a mixture of photography, b-roll and motion graphics. This includes pre- production (Research and Planning) encompasses concept development, brainstorming, scriptwriting, existing footage collection, VO sourcing, music and audio mixing, lower third graphics, and color grading. This also includes scriptwriting and art directing assistance with 360 on larger -form video projects. Public inquiries: JPW will develop a project dashboard to track public inquiries, outreach and sentiment; Estimate assumes four (4) hours a month for ongoing management of project inquires for a 10 month period. Outreach summary: Create summary of public outreach efforts for distribution to team on a quarterly basis. Includes two (2) reports. 0 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Cost estimate TUSTIN LEGACY I OUTREACH AND ENGAGEMENT Project management and strategic planning: Weekly project meetings; assumes 40 meetings at 2 hours each;1 hour for meeting;1 hour for prep/follow up). Estimate accounts for weekly virtual meetings over 10 months. Other direct costs: • Publiclnput engagement platform (one survey) • Interactive video or Al rendering experience • Travel to meetings and presentations • Translations and multicultural outreach Labor contingency: Based on project trends and previous tasks and to be responsive to as -needed requests from City Council and other Tustin Legacy project staff, JPW has included a contingency bucket for the following likely unscoped additions (including but not limited to): Council/Ad Hoc briefings, event attendance, partner coordination for workshops and tours, signage, project reporting, media inquiries, etc. TOTAL $249,980 9 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Hourly fee schedule President $300 Sr. Vice President $275 Vice President $250 Sr. Director $220 Director $205 Sr. Manager $185 Manager $170 Sr. Specialist $155 Specialist $135 Coordinator $105 Admin Assistant $100 Creative Director $205 Art Director $185 Sr. Multimedia Designer $170 Multimedia Designer $155 Photographer/ Videographer $155 Production Artist $100 APPROACH FOR PREPARING ESTIMATES JPW will bill on a time and materials basis in 15-minute increments in accordance with its annual rate sheet, unless otherwise agreed to during contracting. RATE ADJUSTMENTS JPW adjusts its rates in January of each year at the greater of CPI or 5 percent. Notices regarding rates adjustments are sent in October of the year preceding the adjustment. DIRECT COSTS Client agrees to reimburse JPW monthly for extraordinary out-of-pocket costs. All travel costs will be billed at net. A customary 20% markup will be added to all other goods and services that are procured on behalf of the client. 10 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F IWPII- Jenny Windle, MPA President Susanne Bankhead Partner & Senior Vice President Baylee Akins Meagan Platt Senior Marketing & Senior Marketing & Communications Communications Manager Manager Marissa Aymar Vice President, Finance & Operations Molly Schellenger Art Director 11 Natalia Speedon Lauren Boyer Liana Letsos Marketing& Marketing&Communications Marketing&Communications Communications Coordinator Coordinator Sneciafts t Leslie Spring Senior Director, Growth & Creative Strategy Kit Caldwell Multimedia Designer/ Photography& Videography Docusign Envelope ID: 0EABD08D-F8D6-4A68-ADDC-3F8DA65DF63F You know the hype man at concerts? That's Susanne at a public meeting. Susanne has spent more than 20 years excelling in community engagement and has served at the helm of several complex, high -stakes projects in San Diego like the Mid -Coast Trolley Project, the Terramar Area Coastal Improvement Project, the Ocean Street Beach Access Project and the Plaza de Panama Project. Today, she uses that expertise at JPW to lead community engagement and strategic planning efforts. She believes every engagement is an opportunity to build trust and enjoys finding ways to boost public participation. Recognized as an industry leader, Susanne has successfully collaborated with community groups, elected officials and other stakeholders. Prior to joining JPW, Susanne served as the community relations manager for the City of Carlsbad, where she managed operations for a 12-person team dedicated to keeping internal and external audiences informed. She previously worked for two public affairs firms developing and executing communication and outreach programs. EDUCATION Cal State University, Long Beach Masters in Kinesiology Arkansas State University Bachelor of Arts in Kinesiology International Association of Public Participation Certified Public Participation Professional (CP3)* *One of only three certified professionals in the state of California 7 12 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F 11 Every great design begins with an even better story. Molly is a graphic designer with a broad range of experience in print and digital design across public and private sectors. She is passionate about working on projects that promote environmental sustainability and inform communities in creative and engaging ways. Prior tojoining JPW Communications, Molly worked as a graphic designer for the City of San Marcos elevating their brand and creating collateral for a variety of print, digital and online projects. She also designed for a variety of private and public sector clients including 826 Valencia; UC Davis; and the cities of Long Beach, Agoura Hills and Eastvale. Molly brings a keen sense for creating impactful designs that capture the audience's attention and promotes positive change. EDUCATION University of California, Davis Bachelor of Arts in Visual Communication & Design Minor in Professional Writing 13 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F Old methods don't open new doors. In her six years of experience, Baylee has managed comprehensive marketing and communications campaigns for public sector industries in education, environment, health services, transportation, water and more. While she's ready to take on any project, her passion is developing strategic messaging and marketing initiatives to elevate brands, agencies, and stories to drive behavior change and awareness campaigns Prior to JPW, she leveraged her varied experience to successfully serve clients such as Orange County Stormwater; San Francisco Municipal Transportation Agency; SANDAG; San Diego County Office of Education; and San Diego State University, School of Journalism and Media Studies She is driven to help public sector agencies tell their stories and spread their messages; if you're at a loss for words, she will help you find them. EDUCATION San Diego State University Bachelor of Arts in Journalism Emphasis in Public Relations Minor in Television, Film and New Media UC San Diego Extension Copyediting Certificate Program 14 She's a triple threat with her design, video and photography skills. Kit is a talented omnichannel designer with a broad range of experience that spans video production, graphic design, web development and photography. She is self - motivated and driven and strives to push design boundaries for the public sector. It brings her great joy to inform communities in creative and engaging ways. Prior tojoining JPW Communications, Kit worked as an omnichannel digital designer for Veda Data Solutions and a videographer for BAM The Agency. Kit's ability to create complementary designs for all types of media allows her clients' messages to shine. EDUCATION Ball State University Bachelor of Arts in Video and Audio Production 15 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F A life is not important except in the impact it has on others. Natalia is arising star in the field of marketing and public relations with experience in the non-profit and private sectors. She is passionate about projects that connect communities in creative, engaging and inspiring way Prior tojoining JPW Communications, Natalia worked as a volunteer coordinator and brand ambassador for MainStreet Oceanside, an organization dedicated to the vision of making MainStreet Oceanside a pedestrian - friendly community with unique and exciting attractions, including daytime and evening activities for residents and visitor Natalia is excited to make an impact in the lives of individuals, and her work represents her ability to inspire residents to become members of their community and adopt the culture of the place where they live. EDUCATION Saint Mary's College Bachelor of Arts in Communications Studies Minor in Sociology 16 Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F , We tell ourselves stories in order to live. Lauren has an affinity for storytelling and engaging audiences in a meaningful way. She's naturally curious, loves learning new things, and is an effective communicator. Prior to her time at JPW, Lauren worked for iHeart San Diego as a promotions assistant for their seven affiliated radio stations. In this role, she helped plan and execute events for the stations and their sales clients. She also strengthened her storytelling skillsthrough her research and production of " good ness"community impact stories for KOGO News. During hertime at Cal Poly SLO, Lauren also managed the newsteam for KCPR (Cal Poly Radio) where she learned about story production and managing projects. At JPW, Lauren supports clients' success through expert project management, copy writing and proactive thinking EDUCATION California Polytechnic State University, San Luis Obispo Bachelor of Science Journalism Minor in Science and Risk Communication Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F CASE SIUDY Tustin Legacy TUSTI L E G A C THE OPPORTUNITY The City of Tustin is reimagining Tustin Legacy, a 1,500-acre redevelopment on the former Marine Corps Air Station. With more than 500 acres still to be developed, the City sought to reconnect with the community and ensure the project reflects current values and priorities. Given the site's history and scale, Tustin needed a transparent, trust -building approach to engage residents around the future of this landmark area and its iconic Navy hangars. THEAPPROACH JPW Communications partnered with the City to design an inclusive outreach strategy rooted in listening and collaboration. Efforts included a community workshop with 150 participants, three pop-up events, 20+ stakeholder interviews, an online survey with 266 responses, and a dedicated phone and email line generating 49 inquiries-94% positive or neutral. Aided by the IAP2 Spectrum, JPW guided discussions about the hangars' future, helping the City align decisions with authentic community input. TUSTIN THE REWARD More than 324 community touchpoints demonstrate strong public interest and renewed optimism for Tustin Legacy. Residents are showing up, sharing ideas and helping shape a collective vision for the site's future. City leaders now have a clear engagement framework, a record of public participation, and growing trust from the community. Upcoming activities —including hangar tours, a citywide survey and a fall 2025 open house —will continue building momentum and ensuring community voices guide what comes next. 1996 1999 1999-present You are here Future Tustin City Council MCAS Tustin Implementing vision Tustin Legacy Public outreach Developing named Local base closure with active projects Specific Plan remaining Reuse Authority adoption property Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F THE OPPORTUNITY THEAPPROACH THE REWARD CASE STUDY City of Tustin yid Wb w, riT In 2019, the City of Tustin selected JPW to reimagine its communications, branding and public identity. The existing outreach efforts were fragmented, messaging was inconsistent, and the City lacked a unifying brand that reflected its evolving diversity and growth. The challenge: build a brand and strategic communications plan that resonates across generations, neighborhoods and viewpoints —one that can connect the City's heritage, aspirations and community voice. JPW launched a robust research campaign —despite the onset of the pandemic —including 26 one-on-one interviews, virtual focus groups (Spanish speakers, businesses, seniors), intercept surveys at food bank events, and an online community survey. That research informed the strategic communications plan: audience segmentation, key messages, goals, and a five-year tactics roadmap. Brand exploration leaned into three core themes: community/partnership, rich history, and inclusivity. The new identity integrates the hangar motif, nods to Tustin's past, and embeds "us" in the design to reinforce unity. The Tustin City Council unanimously adopted the new brand and strategic communications plan in early 2022. The rollout included a digital brand toolkit, stationery, social templates, banners, signage and more —enabling consistent, inclusive messaging across the city. Leaders praised it as one of the most thorough, community -centered efforts they had ever witnessed. The community has embraced the new identity as its own, and Tustin now moves forward with a cohesive voice that strengthens civic pride, connection and inclusive growth. Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F CASE S San i u 01 Marcos Creek A THE OPPORTUNITY The City of San Marcos launched a three-year, $104 million project to restore creek habitat, reduce historic flooding and upgrade infrastructure in a densely built area. While the long-term benefits would be transformative for residents, the short term posed challenges —detours, impacts to businesses and public questions. The City needed a communications partner to build trust, manage expectations and keep the community informed. L,%-i 2019 THEAPPROACH JPW began with deep historical research and stakeholder listening —surveys, resident interviews and project staff discussions —to understand community concerns and narratives. That foundation shaped the "Our Neighborhood. Our Creek." campaign, full communications plan and outreach toolkit. Tactics included social media, signage, bilingual alerts, Waze integration, public inquiry management and collateral for all audiences. UNDSREARING HABITAT/PARK CQMSTR MID 2020 BENT AVENUE BRIDGE CONSTRUCTION SAN C MARCOS L5 mllm of nruilelur Crwk habitat MU ar<o-wwa g9�i. can wwwo-w awyt�r Ae pelnh to ttr perk THE REWARD Early outreach produced strong participation with a public meeting that drew 150+ residents and council members. During construction, over 30 neighborhood and interest -group presentations were held; 200+ businesses were canvassed, in addition to more than 1,000 inbound public inquiries resolved. Through 4+ years of construction, feedback tone was 85% positive or neutral, signaling public trust. These touchpoints built transparency, nurtured confidence, and fostered community ownership of the creek restoration and infrastructure vision. r took4ut points for wen< Crrrk b p4sw dd ar*cva t�rk ACirydstvw c'..w f ST. "%.ti r� Docusign Envelope ID: OEABD08D-F8D6-4A68-ADDC-3F8DA65DF63F 2.1 2.4 Jww. tea,- •wr�r- -w o.] 100 'wl[ DW FNrYx[ LPN[ x a M [i •/ iuoiF �q iw1Fw1 N Project administration We take our tools, programs and protocols extremely seriously. They keep us organized, provide transparency for clients and facilitate our ability to optimize our efforts. PUBLIC ENGAGEMENT DASHBOARDS Since inquiring minds want to know, we created public engagement dashboards to provide data throughout CIP projects compiling data points like public meetings, community inquiries, business meetings, in -bound phone calls, in -person comments, to just name a few. Dashboard links are perfect to share with council members, staff and partners, so everyone has a pulse on current project sentiment. opram 'x 51FI.7a4�SD �- yyp 111r"•�V DIGITAL DASHBOARDS Similarly, we craft custom dashboards for clients that aggregate data website, social media engagement, email, advertising and public relations data into one place for easy review. DIGITAL TOOLKITS Style guides are only valuable if used, so for campaigns and branding projects, we recommend digital toolkits to house assets in one user-friendly location that are designed to be shared with staff. INTERACTIVE MEDIA FLOW CHART Ad buys can get complicated quickly, so we create intuitive flow charts for clients that outline metrics, budgets, placements and ROI. ' Webellelael0hte for 2024 . . `k,� r" i. axi�u �n>rr�wm rx. ar na+nno m err[a� arMrP Ran poGgrD.-:A­h lnbrx fin. lw S i I I TIME TRACKING AND BUDGET MANAGEMENT JPW tracks time on an hourly basis in Harvest, a cloud -based platform, to provide real-time budget data. This system syncs with our project management tool, ClickUp, as well as our invoicing programs. Budgets are managed by our in-house controller in collaboration with project teams. PROJECT DASHBOARDS We are comfortable working within clients' project management tools, but we are champions of San Diego -based ClickUp. If desired, clients can access our dashboards, timelines and task lists in ClickUp to have live updates about deliverables, task assignments and deadlines. 21