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Objective: <br />Craft and implement staged promotions and publicity outreach to maximize high-visibility <br />exposure for the S4 campaign. <br />Task Description: <br />Stage location- and/or market-based promotions and publicity efforts that support the S4 <br />campaign. Activities include: <br />a. Major Public Venue Promotion - create and implement a dynamic promotional concept <br />(ex. giant backpack) for use in major transit and public venue settings (JWA, Amtrak, <br />OCTA, Angels Stadium). <br />h. Sponsored PSAs - leverage sponsored radio, television and/or online media <br />programming (Clear Channel, CBS Networks) to push S4 public service announcement <br />messaging throughout Orange County. <br />i. Editorial Publicity - pursue earned media opportunities through press briefings, story <br />pitching and press releases as appropriate to drive editorial press coverage of S4. <br />Responsibilities: <br />WBC shall: <br />a. Develop and implement the program with approval from the Santa Ana Project Manager <br />Santa Ana shall: <br />a. Approve the program and promotional efforts <br />Completion Criteria: <br />This task requires implementation of the promotional program throughout the program period. <br />30 <br />25A-32