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This task is considered complete upon the completion of the deliverables detailed in the <br />task description above and when the Santa Ana Project Manager signs the task <br />completion letter. Planned completion and invoicing will be at the end of August 2022. <br />TASK 8: EARNED MEDIA OUTREACH <br />Objective: Develop and implement media promotions and concentrated publicity <br />outreach to local print, online and/or broadcast outlets to promote ROC programming <br />elements, initiatives and calendar of activities. <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management <br />and enhancement of the ReadyOC's objectives, mission and micro campaigns. Task <br />includes ongoing measurement and tracking of promotional elements. <br />Activities will include: <br />a. Publicity/Media Outreach — conduct outreach to targeted local and/or national <br />media to achieve a minimum of two. earned or sponsored placements during the <br />contract period. <br />b. Video PSA— leverage existing :30-second video PSA and focus on efforts to <br />expand exposure of ReadyOC via additional placements within the OC <br />community via the ROC website, YouTube channel, city websites, local public <br />access stations, selected regional theatre venues, etc. <br />Responsibilities: <br />Comm LAB shall: <br />a. Execute outreach to local and/or national media outlets to promote ReadyOC <br />b. Work with partners and stakeholders to acquire public spokespeople when <br />approriate <br />c. Plan, develop and produce any necessary video with approval from the Santa <br />Ana Project Manager <br />d. Execute distribution in accordance with approved plans <br />Santa Ana shall: <br />a. Approve initiative concepts, production and distribution plan. <br />Completion Criteria: <br />This task is considered complete upon completion of administrative deliverables and <br />when the Santa Ana Project Manager signs the completion letter for each subtask noted <br />below. <br />22 <br />