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c. Develop the initiative and seek plan and program approval from the ROC Steering <br />Committee <br />d. 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 by Q1/2014. <br />Task 1-D: Clear Channel Radio Promotions <br />Objective: <br />Develop and implement an expanded radio promotional campaign during 2013 (up to 3 <br />promotional programming periods). The program will include on-air spots, public service show <br />interviews, scheduled on-air DJ chatter, on-air remote promotions, online promotions/adlets, <br />etc., with specific emphasis on the P2P campaign and message. Also included will be <br />expansion into the online (ex. Heart radio) platforms. <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. This includes leveraging online <br />radio platforms such as Heart radio to reach the rapidly increasing app/mobile user markets. <br />Activities will 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 2013. 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, <br />public service announcements, completing air checks, securing data from the online <br />components, and reporting results to the ROC 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 <br />come as a result of the radio promotion. A final report will be prepared and delivered to <br />the Steering 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 />13 <br />25A-15