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Task 2: Promise to Prepare (P2P) Promotion Push <br />Objective: <br />Extend and maintain momentum of P2P program and push. The emphasis will be on strong <br />public outreach presence and marketplace exposure in the fourth quarter of 2011, extending <br />into early 2012. Included will be a refinement and subtle but vital shift in the P2P messaging <br />platform from a goal of securing "100,000" promises to "1 in 20 OCers" having taking a step to <br />get prepared. <br />Task Description: <br />The promotion includes the ongoing public pronouncement that ROC will to achieve promises <br />to prepare from OC residents, businesses and community members. <br />Task 2-A: ROC Smartphone App Platform Expansion & Promotion <br />Objective: <br />Continue to refine the ROC smartphone application (now available on iTunes) and platform, <br />including expanding the format to Droid and other applicable smartphone systems. In addition, <br />create and execute a promotional program to generate app exposure, downloads and use, as <br />well as drive public endorsements/feedback that will assist in developing future features and <br />improvements. <br />Task Description: <br />The program includes the following activities: <br />a. iPhone App Enhancements - work to enhance existing application, including features <br />updates, technical platform refinements, etc. <br />b. Platform Extension - pursue development of Droid and other platforms that extend app <br />availability for a broader range of smartphones. <br />c. App Promotion Plan & Program - develop and implement plan to promote the <br />availability of the app and to drive downloads. The program will include a mix of <br />publicity, advertising, video, website, social media and other offline and online <br />marketing elements. <br />Responsibilities: <br />WBC shall: <br />a. Develop the initiative and seek plan and program approval from the ROC Steering <br />Committee <br />b. Execute the promotion in accordance with the approved plan <br />Santa Ana shall: <br />a. Approve plan and promotion elements <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables. Planned completion <br />and implementation will be completed in Q4 2011. <br />25A-14