My 2¢
MOST IMPORTANT IS #1
1) Map out EXACTLY what they are looking for. I'm talking EVERYTHING... Number of proofs, number of initial designs, the general timeframe of the project, time to generate PDFs, time to make print outs, time on the phone, time coordinating, reading email, proofing, downloading files, etc. etc. etc. I'm talking EVERYTHING you can think of.
2) Assign a hourly value to everything above. [I'll use 50 hours for my example] and add 10% [55 total]
3) Calculate the minimum amount of money you are willing to work for. $12
4) Multiply 55 x 12 = $660
4) Add 35% to get $858
AND MAKE SURE TO NOTE in the contract that additional proofs, edits, corrections, AAs, print outs, etc. beyond what is in the quote will be charged accordingly. Also, if you want a long lasting relationship with this company, tell them when they have arrived at their quota... and everything from that point is extra.
NOTE: MAKE IT WORTH IT... and don't quote too low or you may be stuck working for nothing...