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611 Niilslinu Blvd 7uite 2050, Los hngoles, CA 90017 <br />x ,:om ^ 213 341,0171 i 213.8617436 <br />Paid Media Plan <br />The Paid Media team is responsible for placing advertising where it will reach the right people at the <br />right time and in the right place. They will plan and buy around the supplied media brief. <br />Media buys will support the 2 -3 event activations starting a month before the date of the selected <br />events. <br />In support of this, Sensis proposes the following: <br />1. Out -of -Home <br />a. Utilize available Out -of -Home advertising surrounding selected local college <br />campuses (e.g., Santa Ana College) to provide hi -level public awareness. <br />2, Digital Media <br />a. Paid search for those seeking information pertaining to the SAPD and campaign <br />elements they may have seen <br />b. Standard display banners in support of the upcoming activation <br />c. Advertising and pre -roll video on YouTube <br />3, Paid Social Media <br />a, Facebook sponsored posts <br />b. Facebook video <br />Note that the video elements noted above are contingent on 15s -30s spots that have been or <br />can be created by SAPD or via existing elements. <br />Earned Media <br />Soel,' Media: Following initial research, Sensis will develop a social media strategy <br />dedicated Social Media Specialist. Ideally, they will work on location at SAPD headquarters to <br />better create /curate content and implement the strategy by posting to agreed upon social media <br />accounts 2 -3 times per week. The community management and boosted posts will serve to drive <br />awareness of selected event activations and increase engagement among potential recruits. <br />Event Activation: The Earned Media team will identify 2 -3 outdoor (i.e. Tough Muddier) obstacle <br />races or other timely, similar events that fit with our target profile in a more personal, targeted effort <br />to direct response /lead generation. SAPD officers will be highly encouraged to attend so as to help <br />showcase the SAPD in action through the obstacle course. This will help provide content for Social <br />Media postings as well. <br />Creative <br />The proposed campaign from Sensis will be leveraged from the positioning exercise, led by the <br />Strategy team. This will inform a creative brief, where by the creative team will provide an <br />overarching creative idea that can be executed against the platforms noted above. Sensis will then <br />develop advertisements that will support the paid media plan, specifically Out -of -home ads, paid <br />search acts, digital banner ads, and social media posts. <br />25G -14 <br />