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<br /> 42 <br />Objective: Develop and implement media promotions and concentrated publicity outreach to <br />local print, online, broadcast and/or theater/cinema outlets to promote ROC programming <br />elements, initiatives and the calendar of activities. <br /> <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management and <br />enhancement of the ROC app, advertising and/or online promotions, video PSA creation and <br />media outreach to local outlets to direct OC residents to commit to preparedness steps. Task <br />includes ongoing measurement and tracking of promotional elements. <br /> <br /> Responsibilities: <br />Comm LAB shall: <br />a. Plan, develop and produce the video with approval from the Santa Ana Project Manager <br />in alignment with the ROC Steering Committee <br />b. Execute distribution in accordance with approved plans <br /> <br />Santa Ana shall: <br />c. Approve initiative concepts, production and distribution plan <br /> <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables detailed in the task <br />description above and when the Santa Ana Project Manager signs the task completion letter. <br />Planned completion and invoicing will be at the end of October 2021. <br /> <br />TASK 9-B: EARNED MEDIA OUTREACH: IDENTIFY & EXECUTE EARNED MEDIA <br />OPPORTUNITIES (WINTER 2021/SPRING 2022) <br /> <br />Objective: Develop and implement media promotions and concentrated publicity outreach to <br />local print, online, broadcast and/or theater/cinema outlets to promote ROC programming <br />elements, initiatives and the calendar of activities. <br /> <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management and <br />enhancement of the ROC smartphone app, advertising and/or online promotions, video PSA <br />creation and media outreach to local outlets to direct OC residents to commit to preparedness <br />steps. Task includes ongoing measurement and tracking of promotional elements. <br /> <br />Responsibilities: <br />Comm LAB shall: <br />a. Plan, develop and produce the video with approval from the Santa Ana Project Manager <br />in alignment <br />b. Execute distribution in accordance with approved plans <br /> <br />Santa Ana shall: <br />c. Approve initiative concepts, production and distribution plan <br />