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TASK 4 -B: MEDIA PROMOTIONS <br />Objective: <br />Develop and implement media promotions and concentrated publicity outreach to local print, <br />online and broadcast outlets to promote ROC programming elements, the Promise to Prepare <br />initiatives and our calendar of activities. <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management and <br />enhancement of the ROC smartphone app, Clear Channel or other radio promotion campaign <br />packages, video PSA creation and media outreach to local outlets to direct OC residents to <br />commit to preparedness steps. Task includes ongoing measurement and tracking of <br />promotional elements, <br />Activities will include <br />a. Manage and Enhance ROC Smartphone App — track downloads weekly, send monthly <br />push notifications, update technical features and enhance smartphone app for Apple <br />and Android mobile and tablet products with a new feature such improvement <br />navigation and database functionality. <br />i. App Promotion Plan & Program — develop and implement plan to promote and <br />drive app downloads. This will include a mix of publicity, advertising, video, <br />website, social media and other offline and online marketing elements. <br />b. Advertising and Online Promotion — a plan will be developed and implemented for a <br />promotional period to take place by the end of Q4 2015. The plan will consist of both on- <br />air and online outreach components. <br />I. Work directly with radio, broadcast and /or online partner on the management of <br />the promotional period, including developing copy for potential advertising spots <br />and PSAs, completing air checks, securing data from the online components, <br />and reporting results to the ROC Steering Committee. <br />c. Publicity Outreach — create media lists, press releases, media alerts and conduct <br />outreach to targeted local media outlets to achieve three feature editorial hits between <br />Q2 and 04 2015. Manage and edit submissions for columns to the south and north <br />county community paper editors for placement. <br />d. Video PSA — create at least one updated and engaging video PSA via Animoto or <br />similar application to increase exposure of ROC in OC community via the ROC <br />website, YouTube channel, city websites and potentially local public access stations, <br />Responsibilities: <br />WBC shall: <br />a. Develop the initiative and seek plan and program approval from the ROC Steering <br />Committee <br />b. Execute the promotions in accordance with the approved plan <br />Santa Ana shall: <br />a. Approve plan and promotion elements <br />Completion Criteria: <br />This task is considered complete upon the completion or booking and scheduling of the <br />deliverables, given media requirements in some instances for upfront payment and when the <br />s <br />2501-23 <br />