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Santa Ana shall: <br />a. Approve initiative concepts, production, and distribution plan. <br />Completion Criteria: This task is considered complete upon completion of administrative <br />deliverables and when the Santa Ana Project Manager signs the completion letter for <br />each subtask noted below. <br />TASK 11-A: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (HISPANIC) <br />(SUMMER/FALL 2024) <br />Objective: Conduct media relations, promotions, and concentrated publicity outreach <br />to regional Hispanic media print, online and/or broadcast outlets to promote ROC <br />programming elements, initiatives, and calendar of activities. <br />Task Description: Develop and implement media relations activities including, but not <br />limited to, management and enhancement of ROC's objectives, mission, and <br />campaigns. Conduct in -language media relations activities to ethnic media outlets <br />that reach Orange County audiences. Task includes ongoing measurement and <br />tracking of promotional elements. <br />Responsibilities: <br />Comm LAB shall: <br />a. Conduct outreach to regional Hispanic media outlets on behalf of ROC. <br />b. Coordinate with Santa Ana Project Manager and program partners to <br />identify/assign bilingual spokespeople when needed. <br />c. Achieve minimum of two (2) earned media placements during contract period. <br />d. Develop and produce any necessary media assets in coordination with the <br />Santa Ana Project Manager. <br />e. Execute distribution in accordance with approved plans. <br />Santa Ana shall: <br />b. Approve initiative concepts, production, and distribution plan. <br />Completion Criteria: This task is considered complete upon the completion of the <br />deliverables detailed in the task description above and when the Santa Ana Project <br />Manager signs the task completion letter. Planned completion and invoicing will be at <br />the end of Dec. 2024. <br />TASK 11-13: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (ASIAN) (SUMMER/FALL <br />2024) <br />Objective: Conduct media relations, promotions, and concentrated publicity outreach <br />to regional Asian media broadcast outlets to promote ROC programming elements, <br />initiatives, and calendar of activities. <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management <br />and enhancement of Ready OC's objectives, mission, and micro campaigns. Conduct <br />in -language media relations activities to broadcast ethnic media outlets that reach <br />Ready OC Statement of Work C 29 <br />FY 24-25 L(ka <br />CommunicationslAB <br />