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Exhibit A Our strategic approach to communications and public outreach The City of Santa Ana has been impacted significantly by COVID-19, and is working hard to offer its residents and businesses resources that will help them recover from this global pandemic While the City develops these various programs, it also recognizes the critical need to communicate the availability of these programs to a diverse audience. n order to accomplish this goal, the City has engaged J PW Communications to prepare the following scope of work. J PW works in phases, as illustrated below, to ensure a systematic and comprehensive approach to public outreach. BD O C C) ] o O RESEARCH PFOGRAM fir, AND STRATEGY OF WORK IMPLEMENTATION EVALUATION INSIGHTS PHASE ONE I RESEARCH AND INSIGHTS J PW Communications will start with a strategy session with the City of Santa Ana team to learn about the audiences, goals, challenges and opportunities for the project. Understanding the City's operational objectives will help inform the development of our outreach strategy and ensure the final product is effective in helping achieve your goals. • Key Deliverable: Strategy session with City of Santa Ana project team to garner key information needed to develop the foundational campaign framework. Session facilitated by 1 PW Communications. (Two-hour session via Zoom) PHASE TWO I STRATEGY Working with the gathered data from Phase 1, JPW Communications will interpret and summarize insights to determine how best to reach your target audience, define your program's unique value and develop an overarching strategy and framework for our program of work. • Key Deliverable: Fully developed campaign framework that outlines operational objectives, campaign objectives, current challenges, target audiences, promotional timeframe, key messages, communication style/tone, partners and metrics. PHASE THREE I PROGRAM OF WORK Upon approval of the strategic framework, our team will develop a comprehensive work program with creative concept(including logo and visual look for campaign) and all tactics recommended to support the campaign. Key Deliverables: Comprehensive public outreach plan with proposed budget for implementation and creative concepts (up to three looks with two rounds of revisions for selected concept) to visually promote the campaign. P JPWCOMMUNICATIONS Li FROM GOVERNMENT FOR GOVERNMENT. Proposed Scope of Work I City of Santa Ana Proposal 0