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Task 1-C: Winter 2012 Radio Promotion (English & Spanish) <br />Objective: <br />Develop and implement an expanded month-long radio promotional campaign during Winter <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 />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 Winter 2012. The plan will <br />consist 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 />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 />Santa Ana shall: <br />a. Approve the plan and promotional elements <br />Completion Criteria: <br />This task is considered complete upon the completion of the promotional period. Completion is <br />planned for the end of Q4/2012. <br />14