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City of Santa Ant I Alta Planning + Deelgn Task 1 Deliverables: • Project kickoff meeting and meeting notes • Biweekly progress calls and status reports • Monthly invoices • Debrief meeting and summary notes • Draftand Final Report (one round of comments) TASK 2: DEVELOP A PUBLIC OUTREACH CAMPAIGN Task 2A: Stakeholder Interviews and Research To better understand the unique physical and cultural Santa Ana context and define the poten- tial campaign messages, the Alta Team will conduct up to five interviews with the City and other key project stakeholders. Interviews will cover topics such as distinguishing character- istics of Santa Ana, effectiveness or ineffective- ness of current content and communications, and how bicycle transportation in Santa Ana is viewed by the general public. In addition, we will review up to 10 reports or materials, relevant research developed for Santa Ana, and other documents as identified by the City to develop a deeper understanding of the strategic goals behind the bicycle safety campaign. Arellano Associates will play a key role in this task by collecting information that will lead to a culturally- relevant bilingual campaign. They will assist with developing interview questions to confirm the questions are culturally appropriate and are prepared to conduct one interview to a Spanish - speaking group, such as an English Learners Advisory Committee meeting at a local school. Task 2B: Develop Creative Brief The Alta Team will develop a Creative Brief to concisely define the objectives of the campaign and the core problem(s) it aims to solve. The Creative Brief will include information gained through initial research and interviews, key chal- lenges, target audiences, and insights on how to connect with these groups. This document will be the foundation that future strategic platforms and concepts are built upon. Task 2C: Competitive and Inspirational Audits The Alta Team will partner with City staff to iden- tify a portfolio of sample campaigns and best practices to guide the look, feel, and message for the campaign through competitive and 0 lAcomp6fiencs este verano en octividades GRATUITA5 pare caminar y andar en blcicleta! Diefruto can su famllla y amigmytolne pasas hade unovida saludable. Reaio2.VreapepIUM isollcltensu Gc KIt GRA1'IScon infnr,nael5n sabre andar en bicideta,<aminac fomertransporte publicoy rompartlrvlajes- yelila un regelu gratis! Vislte gwilsan.org parx obtener mes Infarmcldn. Los eventos gratuitos pars caminar y andar an bicideta Indulr5n paseos famlllares ypicnics. recorridos par Anse porn conoddas, fallen, sabre cidismo.cacorfas de tesoros y Imacho rnSM wwwgopiisen.org I facebook.com /gopllsen PILSEN Info @golabonorg 1 312- 427 - 3325x265 The Alta Team created a fully bilingual program for the Go Pilsen marketing program, whore all collateral material and web presence Is In both Spanish and English. inspirational audits. These audits will review public awareness campaigns (both transporta- tion and non- transportation focused), popular bicycle initiatives, and other safety movements to determine how they present themselves, how they are positioned, and assess the results, if avail- able, They will also include analysis of the social and cultural trends affecting bike safety and the community. We will use these audits to uncover the most interesting possibilities for the brand, potential messages, visual icons and themes, and overall "look and feel" of potential campaign brands. We will present our research to City staff to explore which themes and elements are most interesting and relevant to Santa Ana. This discussion will further guide the direction of this campaign. Task 2D: Begin Creative Team Discussions Based on the results of the competitive and Inspirational audits, the Alta Team will engage In a series of internal discussions to analyze our research and further outline the campaign frame- work. We will use these discussions to: 25E -12