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ReadyC <br />Orange rounty's emergencypreporedness resource <br />Instagram, YouTube, and streaming services to reach young adults with timely, <br />engaging, and action -oriented preparedness messaging. Paid media tactics will <br />include a combination of promoted videos, Social boosts, banner ads, and platform - <br />specific targeting based on geography, age, and user behavior. <br />Responsibilities: <br />Comm LAB shall: <br />a. Develop a digital advertising and Social media boosting strategy tailored to <br />young adults <br />b. Produce or repurpose creative assets optimized for each platform <br />c. Launch and manage paid campaigns, including scheduling, budgeting, and <br />performance tracking <br />d. Deliver a final KPI report <br />Santa Ana shall: <br />a. Review and approve the campaign plan and creative assets <br />b. Provide input and final approval prior to campaign launch <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables detailed in <br />the 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 March 2026 <br />TASK 7-E ONLINE CAMPAIGN ADVERTISING & SOCIAL MEDIA BOOSTING (Q2 261 <br />Objective: Sustain momentum for the Young Adult Readiness micro -campaign by <br />expanding online advertising efforts and continuing strategic social media boosting to <br />engage young adults with emergency preparedness content throughout Orange <br />County. <br />Task Description: Building on the success and insights from Ql, Comm LAB will refine <br />and relaunch digital ads and paid social content to sustain campaign visibility and <br />deepen engagement. Messaging will continue to emphasize practical emergency <br />preparedness steps, such as assembling emergency kits, creating communication <br />plans, and staying informed, to empower young adults to take action. <br />Responsibilities: <br />Comm LAB shall: <br />a. Adjust and expand the Ql media strategy based on analytics and audience <br />feedback <br />b. Refresh or enhance creative content for optimal performance and engagement <br />c. Execute paid placements with tailored audience segmentation and retargeting <br />d. Provide KPI reports <br />Santa Ana shall: <br />a. Review and approve updated content, targeting, and campaign structure <br />b. Provide feedback on campaign goals and performance alignment <br />ReadyOC Statement of Work j;-j�� .3-:� <br />FY 25-26 Lo",QV l <br />CommunicafionsLAB <br />23 <br />