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families. Activities will include: <br />a. Pet Preparedness Collateral Materials — create a minimum of 3 new collateral pieces <br />such as coloring sheets, posters, flyers and other hard copy materials for use across the <br />campaign. <br />b. Pet Preparedness Illustrations — develop set of 5-6 illustrations that visually explain pet <br />preparedness with dogs, cats, and livestock (color line drawings) for use in new <br />collateral materials and for posting/download from the website. <br />c. Pet-Themed DigitalNideo Content — create a minimum of 5 pieces of digital and/or <br />video content with Pet Preparedness theme to promote preparedness messages and <br />app downloads/website visits. <br />Responsibilities: <br />WBC shall: <br />a. Create the content and seek plan and program approval from the Santa Ana Project <br />Manager in alignment with the ROC Steering Committee <br />b. Produce materials for use at events, via social media and website and other campaign <br />channels. <br />c. Produce materials for distribution via appropriate online, digital and mobile platforms <br />Santa Ana shall: <br />a. Approve collateral materials content and edits/refinements. <br />Completion Criteria: <br />This task is considered complete when each listed assignment is completed and when the <br />Santa Ana Project Manager signs the task completion letter. Planned completion and <br />implementation is by the end of August 2019. <br />TASK 3-B: PET PREPAREDNESS INTEGRATED MICRO CAMPAIGN #1 <br />Objective: <br />Build and implement a "micro campaign" (a highly targeted promotion that is in -market for a <br />specifically defined time period) focused on leveraging Pet Preparedness to actively promote <br />and drive downloads/traffic to the ROC mobile app and ReadyOC.org site. <br />Task Description: <br />Create, distribute, manage and measure a digital, mobile and/or traditional media (i.e. bus <br />advertising, bus shelter or other) integrated campaign that seeks to drive trackable mobile app <br />downloads and/or website visits. The program will have a 4-8 week run and will feature the Pet <br />Preparedness theme in static, illustrated and/or animated creative, touting the app/website. <br />Mediums to be used may include mobile (i.e. CBS Mobile, Pandora, etc.), digital (via OutFront <br />Media, W4 and others) and/or traditional non -digital media channels. Specific metrics will be <br />developed and approved by the Project Manager prior to the micro campaign's launch. <br />Responsibilities: <br />WBC shall: <br />a. Create the micro campaign and seek plan and program approval from the Santa Ana <br />Project Manager in alignment with the ROC Steering Committee <br />b. Implement and managed the approved campaign <br />s <br />25B-12 <br />