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a. Approve events and promotional elements <br />Completion Criteria: <br />This task is considered complete upon the completion of the calendar and implementation of <br />events. <br />Task 5: S4 Promotional Partnering <br />Objective: <br />Continue building and establishing promotional partnerships with Orange County-based transit, <br />corporate and organizational partners (John Wayne Airport, OCTA, Disneyland, Angels, <br />Ducks, major hotels), leveraging existing national S4 relationships wherever possible. <br />Task Description: <br />Create partnering opportunities and relationships that support S4 outreach. Activities include: <br />a. One-on-One Outreach Tour - continue outreach to potential partner candidates in a <br />high-touch, one-to-one manner to generate customized opportunities for promotional <br />investment and support of the S4 campaign. <br />b. Recognition Program - continue recognition program for S4 partners that elevates the <br />prestige for and expands the interest in promoting S4 messaging. <br />Responsibilities: <br />WBC shall: <br />Develop and implement the program with approval from the Santa Ana Project Manager <br />Santa Ana shall: <br />Approve the program and promotional efforts <br />Completion Criteria: <br />This task shall be continuously implemented throughout the performance period. <br />Task 6: Staged Promotions & Publicity Outreach (Second Half) <br />Objective: <br />Continue to 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 />b.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 />36 <br />25A-38