April 1, 2013 Steve Snider District Manager Downtown Oakland Association Lake Merritt/Uptown District Association 388 19th

Street Oakland, CA 94612 Re: Lake Merritt Uptown & Downtown Oakland Community Benefit Districts Public Relations and Media Relations Services - Request for Proposal

Dear Public Relations and Media Relations Company Provider: We invite you to participate in the bid process for providing Public Relations and Media Relations Services to the joint Lake Merritt/Uptown and Downtown Oakland Community Benefit Districts ("CBDs"). Enclosed for your review is a Request for Proposal and information pertaining to the specifications of submitting a proposal. The enclosed Request for Proposal is intended to provide each service provider with enough information to submit an appropriate bid for both districts. The purpose of this process is to determine the service provider who best meets the demands of the community and requirements of the CBDs' contract. The CBDs intend to select the company capable of providing the personnel and services specified in the enclosed RFP at the most competitive price. Three copies of all bids should be submitted in an envelope marked " Public Relations and Media Relations Services Bid to the district office no later than 5:00 p.m. on April 15, 2013. Please ensure that all requested documentation is provided; only complete packages will be considered. You may send packages by mail or drop them off in person at the address provided in the RFP. Please feel free to contact district staff directly if you require any further information in order to complete a proposal. Thank you in advance for your time and interest in servicing the Lake Merritt and Downtown Oakland community.

Steve Snider District Manager

April 1, 2013 To: SUBJECT: Interested Public Relations or Advertising Firms in the Bay Area Request for Proposal for Public Relations and Media Relations Services for Downtown Oakland Association and Lake Merritt/Uptown District Association

The Downtown Oakland Association and Lake Merritt/Uptown District Association are soliciting proposals from experienced Public and Media Relations firms to provide services to the two organizations. The two groups are District Management Corporations under contract with the City of Oakland to manage assessment districts which confer special benefits to property owners in the Downtown and Lake Merritt business districts of Oakland. The selected PR or Media Relations firm will be expected to provide the following services to the districts Board of Directors and the Joint Organization and District identity and Streetscape Improvement (DISI) Committees. Work Product: Provide strategic advice and ideas for creating positive public relations of the districts nationally, as both a successful business strategy for cities in general and as an active and major contributor to the greater Oakland economy. Place stories from uptown/downtown with local, Northern California and national media outlets. Create & distribute press and media releases regarding new business openings, leasing activity, and events in the districts. Utilize the tools of online presence and further expand the social media platform for the Downtown/Lake Merritt districts by initiating a system for regularly adding content to Facebook and other social media sites to increase online following. Attend all DISI meetings held monthly throughout the year and attend all board meetings. Provide guidance to the committee and board based upon the allocation of its annual budget.
388 19th Street Oakland, California 94612 DOA Phone 510.238.1122 LMUDA Phone 510.452.4529 Fax 510.452.4530 info@downtownoakland.org www.downtownoakland.org info@lakemerritt-uptown.org www.lakemerritt-uptown.org

Review and recommend successful district identity models from other similar business districts and BIDs throughout the region. Provide guidance and availability to help with general PR and generate targeted media coverage around district events. Use its influence to outreach to key media. Utilize or develop a working knowledge of the City of Oakland and its PR personnel. April 22nd, 2013 through December 31st, 2013 Monthly retainer Work in similar Business Improvement Districts in the Bay Area or Community Benefit Districts in Oakland and San Francisco; provide reference contact info numbers April 15th, 2013 by 5:00 p.m.

Term of Contract: Amount or Budget: References Required:

Due Date:

Please provide the following with the proposal: a. b. c. d. e. f. List of current clients; List of current similar work; List of personnel involved in this project; Monthly retainer fee; Unique nature of this firm; Knowledge of social media such as Twitter, Facebook, YouTube;

To see the background and function of the two CBDs, please visit: www.DowntownOakland.org and www.LakeMerritt/UptownDistrict.org Please mail or deliver 3 copies of your proposal by April 15, 2013 to: Steve Snider District Manager Downtown Oakland Association Lake Merritt/Uptown District Association info@downtownoakland.org 388 19th Street, Oakland CA 94612 (510) 452-4529 Fax (510) 452-4530