SEM project

I want to improve the traffic to a client's site by: 1) Optimization of the site 2) link excahnges with appropriate sites 3) ensure we are included in appropriate forums, blogs, etc. 4) Whatever you suggest I understand SEO and SEM, but am not an expert. I would want you to tell me what you would do and how much you would charge. I will expect a timeline and you would help us determine key phrases and provide a baseline of how we are ranked now for those key phrases. The site is [[login to view URL]][1]. If this works out we have other sites to do. I am open to any suggestions on how best to proceed. All results must be measurable.