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<br /> 35 <br />Objective: Develop an effective messaging and outreach strategy to deliver key messages to <br />Orange County’s college student population that increase ROC engagement, preparedness and <br />promote earthquake safety. <br /> <br />Task Description: Research, identify and craft messaging and outreach strategy to raise <br />awareness of earthquake preparedness. This task includes: <br /> <br /> <br />a. Mapping out effective messaging and calls to action <br />b. Identifying outreach channels with high-traffic in the selected demographic. <br />c. Setting messaging frequency <br />d. Identifying partnerships <br /> <br />Responsibilities: <br />Comm LAB shall: <br />a. Create a strategy to appeal to the selected demographic. <br />b. Provide messagings options and taglines for marketing/advertising <br />c. Present strategy to and seek approval approval of Santa Ana Project Manager <br />d. Begin to execute strategy in accordance with the approved plan. <br /> <br />Santa Ana shall: <br />a. Approve messaging and outreach strategy for execution. <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 September 2021. <br /> <br />TASK 6-B: MICRO CAMPAIGN: EARTHQUAKE FOR COLLEGE STUDENTS: <br />DEVELOP CAMPAIGN TIMELINE <br /> <br />Objective: Establish a campaign timeline that delivers high impact and reach among targeted <br />demographic (college students). <br /> <br />Task Description: Create, establish and implement a timeline to promote ROC, specifically its <br />earthquake resources during the micro campaign period. This task includes: <br />a. Developing a draft calendar with respective outreach activities for Santa Ana Project <br />Manager approval <br />b. Reviewing college campus events calendars <br />c. Identifying any competing campaigns distributed during the selected timeline <br /> <br />Responsibilities: <br />Comm LAB shall: <br />a. Create a timeline. <br />b. Present timeline to and seek approval approval of Santa Ana Project Manager <br />c. Execute activities in accordance with the approved timeline.