That the City Council approve and authorize the City Manager to execute a professional services agreement with Cornerstone Communications for public outreach and the community newsletter.

Operating from the presumption that an informed community is more likely to be an engaged community, the City Council has long placed an emphasis on public outreach as a means to share information about municipal projects, programs, policies, and priorities.  For example, the City's Fiscal Year 2022-23 Goals and Objectives (Attachment 1) include the following specific policy directives:

GOAL 6 - COMMUNITY OUTREACH AND CIVIC ENGAGEMENT

Objective D:  "Maintain a strong communication and public relations program by sharing relevant information on City projects, programs, and policies through a variety of platforms."

Objective E:  "Build and maintain partnerships and collaborations with other local government agencies, the business community, local non-profit organizations, and the faith-based community."

Objective F:  "Continue to cultivate a culture of volunteerism within the community, encouraging La Habrans to serve their fellow La Habrans."
 

To achieve these policy directives, City staff regularly shares information and solicits feedback from the public through a variety of platforms, including the City website, social media, Channel 3, community surveys, and water bill inserts, as well as more informal "word-of-mouth" techniques, such as information booths staffed by City employees at community events, the "Mayor's Community Calendar" that occurs at the end of City Council meetings, and periodic presentations by council members and staff to community groups and civic organizations.  While these and other methods are invaluable, there is no "one size fits all" approach to public outreach.  In order to maximize the value of our public outreach efforts, staff continues to evaluate the efficacy and relevancy of other methods of communication.

Earlier this year, the City retained the services of Cornerstone Communications (Cornerstone) for a pilot project to produce and distribute a new printed community newsletter to share information on City projects, programs, and policies.  As council members may be aware, Cornerstone is a media and public relations firm composed of award-winning, veteran journalists from major media outlets with a proven track record of facilitating outreach and strategic communication.  Cornerstone has a client roster that includes government agencies, nonprofits, and businesses throughout Orange County, including past collaboration with the La Habra Police Department for the "Behind the Badge" series that features news and informational stories specifically addressing law enforcement. 

Working with City staff, in June 2022 Cornerstone produced "La Habra Life," an 8-page printed newsletter that was distributed to each household in La Habra that also receives a water bill.  This "proof of concept" project has been very well received by the community and staff recommends that the City Council approve and authorize the City Manager to enter into an agreement with Cornerstone for an enhanced newsletter, to be distributed to every household in La Habra on a quarterly basis over the next year (4 editions).  Each newsletter will also be made available in an online format that can be hosted on the City website.  Editions will be printed in English, but will include a Spanish version available online.  The proposed cost of the agreement, including costs related to content preparation, production design, photography, writing, translating, printing, and mailing/distribution is $160,000, or $40,000 per edition.  A copy of the proposed agreement is included herein as Attachment 2.

Pursuant to bidding exceptions referenced in La Habra Municipal Code Section 4.20, and considering Cornerstone's past work experience, familiarity with the La Habra community, and the high quality development, production and distribution of the initial La Habra Life pilot project, along with their experience producing the Behind the Badge series, staff believes that Cornerstone is best positioned to build upon the momentum generated by the successful introduction of La Habra Life and help to achieve the City Council's public outreach goals. The proposed cost of the agreement is within the Administration budget previously approved by the City Council as part of the FY2022-23 budget.