WESTBOUND COMMUNICATIONS - 2013 - Laserfiche WebLink

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c. Develop the initiative and seek plan and program approval from the ROC Steering Committee d. Execute the promotion in accordance with the approved plan Santa Ana shall: a. Approve plan and promotion elements Completion Criteria: This task is considered complete upon the completion of the deliverables. Planned completion and implementation will be by Q1/2014. Task 1-D: Clear Channel Radio Promotions Objective: Develop and implement an expanded radio promotional campaign during 2013 (up to 3 promotional programming periods). The program will include on-air spots, public service show interviews, scheduled on-air DJ chatter, on-air remote promotions, online promotions/adlets, etc., with specific emphasis on the P2P campaign and message. Also included will be expansion into the online (ex. Heart radio) platforms. Task Description: The use of popular radio stations and their on-air personalities will effectively reach Orange County residents of varying backgrounds. By working with a radio syndicate such as Clear Channel (particularly the KITS FM, KOST 103.7 and KSBR 98.7 stations), ROC messages will be aired on multiple stations to reach mainstream as well as more specific segments of the population. On-air and online promotions will be developed and implemented to attract and promote emergency preparedness. Importantly, this effort will expand on previously successful promotions through Clear Channel through a broader reach. This includes leveraging online radio platforms such as Heart radio to reach the rapidly increasing app/mobile user markets. Activities will include: a. Plan Development & Review - working with Clear Channel, a plan will be developed and implemented for a promotional period to take place during Fall 2013. The plan will consist of both on-air and online outreach components. b. Coordination of Advertising and Online Promotions - work directly with radio partner on the management of the promotional period, developing copy for advertising spots, public service announcements, completing air checks, securing data from the online components, and reporting results to the ROC Steering Committee. c. Summary Report of Online Outreach - analyze data of registered "click-throughs" from the radio websites to ReadyOC and monitoring the number of promises to prepare that come as a result of the radio promotion. A final report will be prepared and delivered to the Steering Committee. Responsibilities: WBC shall: a. Develop the promotion and seek plan approval from the ROC Steering Committee b. Execute the promotion in accordance with the approved plan 13