RethinkWaste, on behalf of its Member Agencies, is responsible for developing and implementing public outreach and education efforts to educate and engage nearly 435,000 residents, including 93,000 singlefamily households and over 11,000 commercial customers (including multi-family property owners/managers and their tenants) on all of the waste reduction programs and services available to them to meet or exceed State-mandated goals and the requirements with our franchised collection provider, Recology San Mateo County.

In addition, RethinkWaste has an extensive education program targeting schools and the general public through in-school presentations and tours of the Shoreway Environmental Center. RethinkWaste uses a variety of outreach methods including, but not limited to: 

• Website:

• Social Media: Facebook, Twitter, Instagram

• Direct Outreach: Shoreway facility tours and community events/webinars

• Bill inserts for single-family households and commercial accounts sent via collection provider

• Rethinker newsletter (biannual printed via direct mail and bill insert and electronic version) to all residents

• Brochures, flyers, etc. 

• Newspaper advertising: San Mateo Daily Journal; Daily Post


The South Bayside Waste Management Authority (“SBWMA” and also known as “RethinkWaste”) is a Joint Powers Authority of eleven public agencies (Belmont, Burlingame, East Palo Alto, Foster City, Hillsborough, Menlo Park, Redwood City, San Carlos, San Mateo, the County of San Mateo and the West Bay Sanitary District) in San Mateo County, California formed in 1982. RethinkWaste owns and manages the Shoreway Environmental Center in San Carlos, which receives all the recyclables, organic materials, and garbage collected in its service area. RethinkWaste provides strategic oversight, support, and management of service providers that collect, process, recycle, and dispose of materials for the 11 Member Agencies. The mission of RethinkWaste is to serve as solid waste industry leaders in public health, safety, and environmental stewardship by providing our ratepayers with innovative cost-effective zero waste programs and Member Agency climate action plan alignment through education, engagement, infrastructure, and policy development.

Scope of Work:

RethinkWaste will be seeking assistance with developing new strategies, campaigns, and initiatives that will meet our short and long-term goals of creating behavior change to reduce waste and increase diversion rates. Through issuance of this RFQ, RethinkWaste is seeking information regarding the qualifications of firms or individuals (“Proposers”) interested in providing these services to the Agency, to establish a list of qualified Proposers in a variety of areas for work that it may need during the period, March 1, 2021 through December 31, 2023. Please see “Public Education Section” of the adopted 2021-2023 Public Education and Technical Assistance Plan on projects and programs RethinkWaste plans to execute during this period of time.

Placement on the list does not obligate RethinkWaste to assign any work to a particular Proposer or prohibit it from retaining other consultants and firms that are not on the list. In the event a Proposer is selected from the list for a project, that Proposer will need to enter into a professional services agreement with the Agency, which will include a specific scope of work and capped, “not-to-exceed” cost. Please note, submittals to RethinkWaste may be considered public records and made available for public review upon request after conclusion of this RFQ process.

RethinkWaste is seeking assistance with developing new strategies and initiatives that will increase participation among our target audiences. Proposers providing the services listed below are encouraged to submit qualifications documenting their expertise and experience in: 

A. Strategic Marketing, Messaging, and Advertising

B. Multicultural Outreach 

C. Community Engagement 

D. Graphic Design 

E. Social Media 

F. Media Buy (TV, Radio, Print, Digital) and Placements

G. Photography 

H. Market Research 

I. Writing Services

Due Date:

January 20, 2021 12:00 PM


South Bayside Waste Management Authority (SBWMA) / RethinkWaste Attention: Grant Ligon, Management Analyst 610 Elm Street, Suite 202 San Carlos, CA 94070

Relevant agencies to consider include Edelman PR and Finn Partners.

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