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City of Santa Ana I Water Resources Division <br />8 -01 -2013 to 7 -31 -2014 <br />INTRODUCTION <br />The City of Santa Ana has identified several key areas of focus for Straightline Communications (SL): <br />2013 Consumer Confidence Report (CCR) and website maintenance; bi- annual newsletter; media <br />relations; FOG program; bus shelter ads; and school educational program. Linda O'Hanlon met with <br />Thomas Dix and Nabil Saba to briefly discuss these areas and the desire for Straightline <br />Communications to enter into a relationship with the City of Santa Ana, Water Resources Division as <br />its public relations and marketing agency. <br />SL was asked to consider how these key areas would fit within the annual $25,000 budget <br />parameters outlined. Below is a more detail explanation of activities involved with each area, along <br />with the estimated corresponding budget allocation. <br />2013 CCR <br />Overview: The City of Santa Ana, as with all private and municipal water districts, is required by <br />federal and state agencies to produce an annual "consumer confidence report" to inform residents <br />about the quality of their tap water. For the past 7 years, SL has worked with the City in producing <br />this annual report and helping the City fulfill this mandate. For the first time in 2012, the City was <br />able to "go green" and meets its requirements with a paperless alternative. SL launched <br />www,SantaAnaCCR.org, making available the 2012 CCR online as well as electronically. <br />General Scope of Work: SL will recommend content and design concepts for the 2013 CCR. <br />Based on an approved concept, we will complete production of the CCR, which involves client <br />meetings and conference calls, obtaining estimates, research, interviews, copywriting, editing, <br />translation, design of the print and online reports, proofing, and coordinating with the printer. We <br />will also update the Water Resources Division microsite with important announcements throughout <br />the year as well as lay out the new online and downloadable CCR report. Last, we will write and <br />coordinate water customer bill messages and special communications as it relates to the 2013 CCR. <br />Not included in the scope of the budget is actual printing or other significant reimbursable costs <br />such as photography. Budget allocation: 20% <br />BI- ANNUAL NEWSLETTER <br />Overview: The Water Resources Division is looking to introduce a print, bi- annual newsletter in <br />order to maintain ongoing communications with Santa Ana residents about important news as well <br />as water conservation information. <br />Page 1 2 <br />