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Scope of Work Verches Associates, working with the City of Santa Ana, shall develop and implement a fluid strategic outreach and communications plan related to the project. The plan will not only provide on-going information about the project, but will also incorporate key messaging that amplifies the city's efforts to strengthen its positive image and improve the relationship with its businesses, residents, and visitors. The outreach effort will primarily target those ethnic media outlets, key individuals, business groups, community-based organizations, and others that can help to maximize Santa Ana's positive branding and credibility relative to its extraordinary efforts in improving the quality of life in the city. Verches Associates can also provide critical field intelligence as it relates to identifying any specific issues and concerns brewing in the community, and advising the city as to the level of sensitivity required in responding to the same. 1. Media Outlets Because of the ethnic and cultural diversity in Santa Ana, ethnic media is very important in reaching the Latino, Vietnamese, and Cambodian communities and are read extensively. The ethnic media outlets, including five Spanish language newspapers; and one Vietnamese newspaper, can serve both as an information tool regarding project information and can serve as an advocate through the placement of key stories and other correspondence. Verches Associates has worked extensively with the ethnic media in reaching the immigrant community and consider the ethnic media outlets that serve the Santa Ana communities as a key component of the outreach plan and a critical resource within the community. · The Excelsior is a "daily" and is the most widely read of the local Spanish language newspapers. The placement of key correspondence in Excelsior can help to offset the criticism often received from its parent publication, The Orange County Register. Julio Saenz is the new editor. Ron Gonzalez has been promoted as re-assigned, but still maintains a presence in OC. · Miniondas, Remores, and Union Hispana are the three other local Spanish language newspapers serving the Latino community of Santa Ana. These are "weeklies" and have good local readership. Just as important is the fact they are always looking for content and are an easy feed for stories and inexpensive ads. Verches Associates has worked with all of these newspapers before and has a working relationship with their editors and writers. · La Opinion is the largest "daily" Spanish language newspaper in the country. They are widely circulated in Santa Ana but have not found a strong readership compare to Excelsior and the