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<br /> <br /> <br /> <br /> <br /> <br /> <br /> Task 1-13: Fall 2012 Radio Promotion (English & Spanish) <br /> <br /> Objective: <br /> Develop and implement an expanded month-long radio promotional campaign during Fall <br /> 2012. The program will include on-air spots, public service show interviews, scheduled on-air <br /> DJ chatter, on-air remote promotions, online promotions/adlets, etc., with specific emphasis on <br /> the P2P campaign and message. <br /> <br /> Task Description: <br /> The use of popular radio stations and their on-air personalities will effectively reach Orange <br /> County residents of varying backgrounds. By working with a radio syndicate such as Clear <br /> Channel (particularly the KIIS FM, KOST 103.7 and KSBR 98.7 stations), ROC messages will <br /> be aired on multiple stations to reach mainstream as well as more specific segments of the <br /> population. On-air and online promotions will be developed and implemented to attract and <br /> promote emergency preparedness. Importantly, this effort will expand on previously successful <br /> promotions through Clear Channel through a broader reach that will include at least one <br /> Spanish language station with a high level of Orange County listenership. Activities will <br /> include: <br /> a. Plan Development & Review - working with Clear Channel, a plan will be developed <br /> and implemented for a promotional period to take place during Fall 2012. The plan will consist <br /> of both on-air and online outreach components. <br /> b. Coordination of Advertising and Online Promotions - work directly with radio partner on <br /> the management of the promotional period, developing copy for advertising spots, public <br /> service announcements, completing air checks, securing data from the online components, <br /> and reporting results to the Steering Committee. <br /> C. Summary Report of Online Outreach - analyze data of registered "click-throughs" from <br /> the radio websites to ReadyOC and monitoring the number of promises to prepare that come <br /> as a result of the radio promotion. A final report will be prepared and delivered to the Steering <br /> Committee. <br /> <br /> Responsibilities: <br /> WBC shall: <br /> a. Develop the promotion and seek plan approval from the ROC Steering Committee <br /> b. Execute the promotion in accordance with the approved plan <br /> <br /> Santa Ana shall: <br /> a. Approve the plan and promotional elements <br /> <br /> Completion Criteria: <br /> This task is considered complete upon the completion of the promotional period. Completion is <br /> planned for the end of Q3/2012. <br /> <br /> <br /> <br /> <br /> 13 <br /> <br /> 25C-15 <br />