25H - WESTBOUND COMMUNICATIONS OC EMERGENCY PREPAREDNESS CAMPAIGN

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SOW Format: Each task includes the following: Title, Objective, Task Description, Responsibilities and Completion Criteria. The tasks are depicted on the project schedule. All parties recognize that the SOW is not formatted chronologically with contractual obligations defaulting to Project Schedule unless otherwise noted. Phase 3 - Task 1: Hard Launch of Promise to Prepare Objective: Task Description: This is the "Phase II-B" of the Promise to Prepare campaign, which includes promotional marketing activities as described in Tasks 1-A, 1-B, and 1-C and represents public outreach activities during the months of August 2010 through December 2010. The objectives of the Hard Launch are: • Stage hard launch of Promise to Prepare and promote visits to readoc.org Web site • Organize and coordinate partnerships paid broadcast advertising campaigns • Leverage all outreach to increase state of preparedness by local citizens Task I -A: Radio Promotion Objective: Develop, implement and launch a 2-4 week paid promotion with a major radio syndicate in Southern California (Clear Channel or CBS Radio) that includes on-air content and online content that promotes emergency preparedness among Orange County residents, with special focus on the Promise to Prepare campaign. Task Description: As part of the "Hard Launch" of Promise to Prepare, the use of popular radio stations and their on-air personalities will effectively reach Orange County residents of varying backgrounds. By working with a radio "syndicate, ReadyOC messages will be aired on multiple stations to reach mainstream as well as more specific segments of the population. On-air and online promotions will be developed and implemented to attract and promote emergency preparedness. Activities will include: a. Radio Partner Selection - Develop/present project brief to Clear Channel and CBS Radio and solicit bids for paid advertising promotion. Select a winner based on potential success in best promoting emergency preparedness. b. Plan Development and Review - Working with radio partner, a plan will be developed and implemented for promotional period to take place within the month of September 2010. Plan will have on-air and online outreach components. c. Coordination of Advertising and Online Promotions -- work directly with radio partner on the management of the promotional period, developing copy for advertising spots and 25H-14