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City of Santa Ana 1 Alta Planning > Design Task 2H: Develop Web Strategy The Alta Team will work with the City to develop a website that digitally communicates the campaign. We understand that Lhe City intends for the campaign to be hosted on the existing City website and we have planned accordingly. This will be completed through the following steps: • Determine the content and publication strategy • Determine technology /platform needs and limitations • Design key page layouts, if possible within the existing website, and an interactive style guide • Identify opportunities to Integrate social media platforms Task 2 Deliverables: • Up to five stakeholder interviews • Initial background research • Creative Brief • Competitive and inspirational audits including a portfolio of samples and best practices • Internal creative team discussions • Three strategic platforms • Up to six design concepts and messages • External testing of campaign concepts • One final bilingual campaign concept with message • Web strategy for digital communication of campaign TASK 3: PRODUCE MATERIALS FOR DISTRIBUTION AND PLACEMENT Task 3A; Define Suite of Materials and Dlstributlon Plan To plan for the design, development, production, and placement of campaign marketing mate- rials, Alta will work with the City to define the suite of materials and the amount /type of educa- tional collateral. We are prepared to produce and procure the following items listed in the City's Request for proposals: • Educational brochures for distribution at schools, libraries, and other public facilities • Bicycle safety materials and collateral marketed towards school age children including: x Coloring books » Bicycle helmets Bicycle lights » Reflective bands • Bicycle and pedestrian safety web pages to be posted on the City's website (discussed in Task 2) • Advertisements to be placed on the Interior and exterior of OCTA buses • Advertisements for placement on bus shelters and benches • Streetlight banners for display city -wide After receiving approval on the suite of materials, we will develop a Media Deployment proposal for City review, summarizing our plan for media placement, distribution of materials, and duration of posting. For the Lights On campaign In Marin County, the Alta Team developed a safety and encouragement program that gave bicycle lights to cyclists riding without them at night, Task 3B: Develop Draft and Final Materials Alta will use the final campaign concept to create up to three campaign designs that communicate the approved message(s) within the established brand. Designs will include all required logos and copy. We will present to the City for review and refinement before developing final campaign designs for production. Designs will be devel- oped in a manner that can be updated to fit the size parameters of the desired media platforms. 25E -14