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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 <br />concept (ex. giant backpack) for use in major transit and public venue settings <br />(JWA, Amtrak, 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 <br />announcement messaging throughout Orange County. <br />c. Editorial Publicity - pursue earned media opportunities through press briefings, <br />story pitching and press releases as appropriate to drive editorial press coverage <br />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