WESTBOUND COMMUNICATIONS - 2012 - Laserfiche WebLink

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EXHIBIT A ReadyOC FY11 Budget: Q1/2012 - Q3/2013 STATEMENT OF WORK EXECUTIVE OVERVIEW • Making Solid Preparedness In-Roads - the award-winning ReadyOC (ROC) campaign has made solid inroads to educate and empower Orange County's more than 3.2 million residents and 1.5 million employees to better prepare for disaster situations. Even so, significant work still needs to be done to prepare the county for future disaster scenarios. Best Practice Model - the current ROC program has been hailed as a regional and national best practice model for emergency preparedness campaigns due to its innovative approaches and unique focus on generating meaningful preparedness actions. Enhancing this success requires a combination of expanding countywide preparedness messages horizontally (through broad-based outreach) and extending the program vertically into the education community, faith-based organizations, key citizen groups, and more. • Increasing Awareness to Support Action - the more times people see or hear a message, the more likely it is to resonate. In CY 2011, the total number of campaign impressions - a measure of how many times a message is seen or heard - jumped from 7,419,037 to 10,504,059. Increasing these annual impression levels is crucial to supporting increases in actual preparedness actions. The BIG Difference = Driving Action! - perhaps even more significant for ROC, more than 140,000 individuals took measurable preparedness action by the end of 2011 through making publicly-documented "promises to prepare". This represents more than three percent of the county's population. While relatively small, this percentage is symbolically crucial. It demonstrates that ROC - unlike any other known regional or national emergency preparedness efforts in the U.S. - is actually driving meaningful preparedness action! Leveraging P2P Momentum, But Much To Do - for CY 2012 and CY 2013, ROC is leveraging this momentum by extending its "Promise to Prepare" (P2P) outreach to reach one in 20" promises, or five percent of the county's population. As part of this, the successful forays into the education- and faith-based communities are underway. But there is much work still to do. • Becoming One of the Most Prepared Regions Anywhere - the next phase of the campaign (Q1/2012 through Q3/2013) will be even more pivotal. The ROC vision is that OC will be recognized as one of the most prepared regions anywhere in the U.S. Extending and Expanding ROC to Achieve the Vision - to achieve this vision, the ROC campaign must extend even more deeply into OC through broader-based marketing that generates the large-scale awareness level necessary to support the campaign's P2P efforts. To achieve this will require highly dedicated communication outreach efforts that are specifically tailored to consider and address language, cultural, economic and other