ALTA PLANNING & DESIGN -2015 - Laserfiche WebLink

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C'cy of Santa Ana 1 Alt, Manning a u2si9n 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- stics 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 26: 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 iAcompanenos este verano en actividades GRATUITAS para caminar y andar en bicicleta! Cesnure can su tamllle yamigcs. y tome pasos hacia una vldi ,dIcd.ble. PESIDENTESDeeuserv. Solicken so Go Kit GRATIS con Informacldn sabre andar en bicicleta, caminan tomar transport, obllco V compartir vloles - y elila un ivg'ilo gratis' wipe gopilsen,org Para obtener 1131'mtormaddn. Los evemos gratultos para caminary andar en briicleta'mclulydn paseos famillures y picnics, recorridos por 2reas porn mnocidas, rlleres sabre ciciismo, cacerlasdc resoros y imucho mss! wwwgopilsei).org I tacebookconNgopl Ise n PILSEN Into@gnpllseo.org 1312v4273325x285 The Alta Team created a fully bilingual program for the Go Pilsen marketing program, where 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 2113: 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: