25E - AGMT - BIKE ED - Laserfiche WebLink

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• Define the target audience • Create Insights based on target audience needs • Define character Develop guidelines for culturally- appropriate messages Task 2E: Develop Core Strategic Platforms The team discussion results will directly lead into the development of up to three strategic plat- forms, which will serve as the foundation for efforts moving forward. The strategic platforms are broad visions for how the campaign will feel. For example, the campaign could be designed as young and playful or strong and serious, Both platforms are able to relay a message, but in a different overarching direction. The City will select one of the three strategic platforms, which will form the basis for the evolution of the campaign. Task 2F: Develop Design Concepts The Alta Team will develop up to six creative design concepts based on the chosen strategic Public Education on Bicycle Safety I Alta Planning + Design platform. Each of the concepts will Include a compelling bilingual message or tagline, strate- gies for communicating the message, and ways to encourage the desired behaviors. For example, a potential concept could encourage bicycling In the same direction as traffic by showing what it would look like to drive on the wrong side of the road. The Alta Team will externally test the concepts by identifying a small focus group of 8 -10 reliable sources to provide feedback as the concepts are developed. Task 2G: Finalize Campaign Based on direction from the City about the design concepts, the Alta Team will refine ideas into one final campaign concept that will be produced In both English and Spanish. The final concept will include the campaign message including text or a tagline(s), and provide design direction that dictates the look and feel of the final product. For the Pasadena Safe School Zones Campaign, Alta led branding, design, and development of a high- profile media and web campaign featuring a serles of ads In both English and Spanish. E 25E -13