HomeMy WebLinkAbout25B - AGMT PUBLIC AWARENESS CAMPAIGNSREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
JULY 2, 2019
TITLE:
APPROVE AGREEMENT AMENDMENT
WITH WESTBOUND COMMUNICATIONS,
INC. FOR "READY OC" EMERGENCY
PREPAREDNESS AND "IF YOU SEE
SOMETHING, SAY SOMETHING TM11 PUBLIC
AWARENESS CAMPAIGNS
(STRATEGIC PLAN NO.1.6)
CLERK OF COUNCIL USE ONLY:
❑ As Recommended
❑ As Amended
❑ Ordinance on 151 Reading
❑ Ordinance on 2nd Reading
❑ Implementing Resolution
❑ Set Public Hearing For
CONTINUED TO
��— FILE NUMBER
CITY MANAGER
RECOMMENDED ACTION
Authorize the City Manager and Clerk of the Council to execute an agreement amendment with
Westbound Communications, Inc. for the continuation of the Ready OC Emergency Preparedness
Campaign and the "If You See Something, Say Something TM" Public Awareness Campaign. The
amendment includes revisions and updates to the original scope of work, but does not increase the
overall three-year agreement amount of $1,335,000. The amendment will cover the period of July 1,
2019 to June 30, 2020, subject to non -substantive changes approved by the City Manager and City
Attorney.
DISCUSSION
The United States Department of Homeland Security has developed the Urban Areas Security
Initiative (UASI) funding program. UASI is designed to address the unique planning, equipment,
training, and exercise needs of high -threat, high -density urban areas and provides funds to local
emergency first responders that assist in building an enhanced and sustainable capacity to prevent,
protect, respond to, mitigate, and recover from acts of terrorism. The grant specifically provides
funding for anti -terrorism equipment, planning, training, exercises, and technical assistance.
In Fiscal Year (FY) 2006, the United States Department of Homeland Security combined the
Anaheim UASI and the Santa Ana UASI into a single Urban Area. The City of Santa Ana now shares
grant administrative responsibilities with the City of Anaheim, annually alternating the function of lead
administrative agency. Anaheim manages the grant during the even years (i.e., 2012, 2014 etc.),
while Santa Ana manages the grant during the odd years (i.e., 2011, 2013, etc.).
On September 18, 2018, the City Council approved an agreement (#A-2018-225) to expand and
enhance the ReadyOC Emergency Preparedness and "If You See Something, Say SomethingTm"
Public Awareness Campaigns through creative marketing strategies and outlets. The ReadyOC
campaign utilizes a multi -media approach to educate residents and businesses within the community
on the need to be prepared for emergency events while providing resources to help take the
necessary steps. The "If You See Som2" Spy Something" Campaign seeks to inform the
First Amendment to Agreement with Westbound Communications, Inc.
July 2, 2019
Page 2
community, and raise the awareness level, for reporting suspicious activity, persons, or objects to
the local authorities. Marketing strategies include the development of website and smart phone
applications for both campaigns, printed brochures and promotional materials, public service
announcements, and displays for community outreach events.
This original agreement was approved for one year with two one-year renewal options contingent
upon the receipt of a UASI Grant Award for the FY18 and FY19 grant programs. The FY18 UASI
Grant award has been received and project funds are sufficient to support the next cycle of the
campaigns. The first one-year renewal has been exercised and the proposed budget for the scope
of work being added meets the previously outlined and approved budget incorporated into the total
agreement amount of $1,335,000. During this year of the agreement, Westbound Communication
will implement a revised scope that includes several micro -campaigns, such as the School
Assemblies Outreach Program, Public Trauma and Active Shooter Training Program, and the Pet
Preparedness Program. Westbound Communications will also continue to maintain the campaign
websites and conduct updates to the social media platforms. The cost for this revised scope will be
covered by the original three-year agreement amount of $1,335,000. Therefore, staff is not seeking
an increase to the original agreement amount.
STRATEGIC PLAN ALIGNMENT
Approval of this item supports the City's efforts to meet Goal # 1 Community Safety, Objective #6,
(enhance Public Safety integration, communications and community outreach).
FISCAL IMPACT
There is no fiscal impact section associated with this item. This amendment only changes.the scope
of the agreement.
1
�2Lentin
Chief of Police
Santa Ana Police Department
Exhibit. 1. First Amendment to Agreement with Westbound Communications, Inc.
25B-2
Exhibit 1
THIS FIRST AMENDMENT to the above -referenced agreement is entered into on July 2, 2019, by and
between Westbound Communications ("Consultant'), and the City of Santa Ana, a charter city and
municipal corporation organized and existing under the Constitution and laws of the State of California
("City„).
RECITALS
A. The parties entered into Agreement No. A-2018-225 ("Agreement') dated September 18, 2018,
to provide community outreach and promotional services related to the ReadyOC (ROC)
Emergency Preparedness Campaign and the "If You See Something, Say SomethingTM" (S4)
Public Awareness Campaign. The term of the Agreement runs from September 18, 2018 and
continues through June 30, 2019.
B. On June 19, 2019, the parties exercised the first of two (2) optional one-year extensions of the
Agreement through June 30, 2020. The Agreement is current and in -effect.
C. The Agreement provided the various scopes of work for the ReadyOC (ROC) Emergency
Preparedness Campaign and the "If You See Something, Say Somethinem" (S4) Public Awareness
Campaign via funding through a grant from the Urban Areas Security Initiative ("UAsr) for which
the City has received funding for its next fiscal year.
D. The City, if granted further funds through UASI, will utilize the current Agreement to provide the
services noted in the Agreement and in this First Amendment.
E. The parties now wish to replace the Scopes of Work originally provided as Exhibits A and B to
match the needs for the new fiscal year funding noted above. In addition, the parties wish to further
allow for revisions to the Scopes of Work for this new fiscal year, and any change to the Scope
related to an extension to the Agreement, to be approved via a writing executed by the City Manager
and the City Attorney.
F. As the Agreement progresses, the parties wish to make the process of approving changes to the
Scopes of Work more efficient where the change to the Scope of Work does not amend the
Compensation terms of the Agreement. The parties recognize and agree that any revisions to the
Compensation terms of the Agreement are subject to approval by the City Council for the City of
Santa Ana. This First Amendment to the Agreement does not amend the Compensation terms of
the Agreement.
The Parties therefore agree:
1. Section 1, Scope of Work, is hereby amended to remove and replace Exhibit A and Exhibit B to the
Agreement with Exhibit A-1 and Exhibit B-1 regarding the ReadyOC (ROC) Emergency Preparedness
Campaign and the "If You See Something, Say SomethingTm" (S4) Public Awareness Campaign.
Revisions to the Scopes of Work, during the current extension of the Agreement, may at the sole
discretion of the City, be approved in a writing executed by the City Manager and the City Attorney.
2. Section 3, Term, is hereby amended to include the following sentence: The City, upon its sole
discretion, may adopt and revise the Scopes of Work to this Agreement through use of an optional
extension letter to the Agreement.
Page 1 of 2
25B-3
3. Except as modified by this First Amendment, all terms and conditions of the Agreement shall remain
in full force and effect.
IN WITNESS WHEREOF, the parties hereto have executed this First Amendment to the Agreement on the
date and year first written above.
ATTEST
NORMA MITRE
Acting Clerk of the Council
APPROVED AS TO FORM
SONIA R. CARVALHO
City At orney
By:
TA A A BOGOSIAN
Assistant City Attorney
RECOMMENDED FOR APPROVAL
DAVID VALENTIN
Chief of Police
CITY OF SANTA ANA
KRISTINE RIDGE
City Manager
WESTBOUND COMMUNICATIONS
Food L
S-C-01mmiff—
Title:
•
Page 2 of 2
25B-4
EXHIBIT A-1
FY18 READYOC STATEMENT OF WORK
General Information:
The following Statement of Work (SOW) defines the principle activities and responsibilities of
all parties for public outreach services to support the ReadyOC (ROC) Emergency
Preparedness Campaign. This scope of work shall stand as an agreement between the City of
Santa Ana (herein after Santa Ana) and Westbound Communications (herein after WBC) for
the contracted period.
WBC will supply the following services:
ROC Website Management
o Site content updating
o Social media content updating
o Site optimization
o Site maintenance
ROC Advertising and Promotional Communications
o Paid advertising
o Social media outreach
o Broadcast news promotions
o Media/corporate promotions
o Publicity services
o Public Information Outreach Support for ROC Program
o Multimedia production and outreach
o Citizen and faith -based outreach
o Project Administration Services
No deviation of this SOW will be allowed without written consent from the Santa Ana Project
Manager. Nevertheless, Santa Ana recognizes that projects of this magnitude will likely
encounter various unforeseeable events that may cause tasks to overlap or change, and such
change will be permissible with the written approval of the Santa Ana Project Manager.
This SOW is contingent upon both WBC and Santa Ana fulfilling their respective
responsibilities as defined in the Agreement and within this document.
Contents
The following are included with this SOW:
Task Descriptions
• Project Change Order
• Project Schedule
• Milestone Payment Schedule
25B-5
General Project Management Responsibilities
Project management occurs throughout the project and is involved in every task. The overall
project management activities are listed here for reference.
Westbound Responsibilities:
a. Maintain project communications with Santa Ana's Project Manager.
b. Manage the efforts of the WBC staff and coordinate WBC activities with the Santa Ana
Project Manager.
c. Conduct on -site status meetings with Santa Ana's Project Manager on a monthly basis
or when reasonably required at the discretion of Santa Ana to discuss project status.
d. Provide timely responses, within ten (10) business days, to issues raised by Santa
Ana's Project Manager.
e. Prepare and submit, no later than the fifth business day of each month, a status activity
report that includes: the accomplishments of the previous month, activities planned for
the current month and any update to the project schedule.
f. Prepare and submit project Change Proposals to Santa Ana's Project Manager as
necessary.
g. Prepare and submit Task Completion Letter(s) with appropriate invoices to Santa Ana's
Project Manager.
Santa Ana Responsibilities:
a. Maintain project communications with the WBC Project Manager.
b. Manage the efforts of ROC involved staff and coordinate ROC activities with the WBC
Project Manager.
c. The Project Manager must ensure that personnel have ample time, resources, and
expertise to carry out their respective tasks and responsibilities.
d. The Project Manager or his designee will participate in status meetings with the WBC
Project Manager on a monthly basis or as may otherwise be reasonably required to
discuss project status.
e. Provide timely responses, within ten (10) business days, to issues raised by the WBC
Project Manager.
f. Liaison with all Santa Ana -provided third -party vendors and associated systems.
g. Ensure acceptable Change Orders are approved by authorized signature(s).
h. Ensure acceptable Task Completion Letter(s) are approved by the Project Manager or
his designee.
i. Ensure timely payment of invoices.
j. Ensure WBC access to server and network equipment and work areas on a 24x7 basis,
with pre -authorization for off -hours.
k. Provide workspace for WBC personnel as reasonably requested.
SOW Format:
Each task includes the following: Title, Objective, Task Description, Responsibilities and
Completion Criteria. The tasks are depicted on the project schedule. All parties recognize that
the SOW is not formatted chronologically with contractual obligations defaulting to the Project
Schedule unless otherwise noted.
TASK 1: 2019-20 READYOC MARKETING ROAD MAP
Objective:
Create, establish and implement a formal marketing plan and road map to best promote and
provide outreach for ROC during the campaign period. The road map will include project
schedules, management procedures and proposed activities.
Task Description:
Develop, refine, review and approve plan for all campaign initiatives, including the marketing
plan and project schedule. Activities include:
a. Launch Meetings — conduct a minimum of two meetings with the Santa Ana Project
Manager and one meeting ROC Steering Committee to present strategies and
recommendations and to get approval to proceed with the Road Map.
b. 2019-20 Marketing Road Map — develop and submit a comprehensive marketing
communications and promotions plan detailing strategies, objectives, tasks, schedules
and metrics for all ROC and Promise to Prepare (P2P) activities during the contracted
period. This includes delivery of a 30-40 slide PowerPoint deck plan that details all
strategic goals and programming for review by the ROC Steering Committee and for
final approval by the Santa Ana Project Manager.
c. Project Schedule — develop and complete a comprehensive project schedule that
details timing for all activities.
d. Project Management & Control Procedures — review and update, as needed, all
currently approved control and administrative procedures (change orders, approval
processes, etc.) and documents currently on file with the Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the ROC Steering Committee
b. Execute the promotion in accordance with the approved plan
Santa Ana shall:
a. Approve plan and promotion elements
Completion Criteria:
This task is considered complete upon the completion of the deliverables detailed in the task
description above and when the Santa Ana Project Manager signs the task completion letter.
Planned completion and invoicing will be the end of July 2019.
25B-7
TASK 2: READYOC STAKEHOLDER MEETINGS & PLANNING SESSIONS
Objective:
Manage campaign including administration and communications to the Steering Committee
and Santa Ana Project Manager through activities including, but not limited to, meetings,
monthly activity reporting, programming documentation, regular communications and
presentations to the Steering Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one in -person meeting
a quarter.
Task Description:
See sub -tasks for descriptions.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for each subtask noted below. To
assure cost and quality controls while accommodating the monthly nature of required work, the
task completion is divided into quarterly periods, with each period being considered completed
as described in the following subtasks.
Objective:
Manage campaign including administration and communications to the Steering Committee
and Santa Ana Project Manager through activities including, but not limited to, meetings,
monthly activity reporting, programming documentation, regular communications, planning and
presentations to the Steering Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one in -person meeting
a quarter.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting per
quarter
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
r
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of September 2019.
Objective:
Manage campaign including administration and communications to the Steering Committee
and Santa Ana Project Manager through activities including, but not limited to, meetings,
monthly activity reporting, programming documentation, regular communications, planning and
presentations to the Steering Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one in -person meeting
a quarter.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting per
quarter
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
c. Approve campaign progress, updates and promotions
d. Support and facilitate partnering and sponsorship efforts with Steering Committee
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of December 2019.
25B-9
Objective:
Manage campaign including administration and communications to the Steering Committee
and Santa Ana Project Manager through activities including, but not limited to, meetings,
monthly activity reporting, programming documentation, regular communications, planning and
presentations to the Steering Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one in -person meeting
a quarter.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting per
quarter
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of March 2020.
Objective:
Manage campaign including administration and communications to the Steering Committee
and Santa Ana Project Manager through activities including, but not limited to, meetings,
monthly activity reporting, programming documentation, regular communications, planning and
presentations to the Steering Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one in -person meeting
a quarter.
25B-10
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting per
quarter
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of June 2020.
TASK 3: PET PREPARDNESS PROGRAM
Objective:
Leverage new research that connects pet ownership with a willingness to get prepared by
creating a program around pet preparedness. This focus on pets aligns well with the Promise
to Prepare and with the Ready Fox mascot, while opening up new outreach opportunities
specific for pet owners. Activities will include reaching pet owners at events and at retail while
also connecting with students through the campaign's education outreach program.
Compelling content will also be generated on pet preparedness for the ROC mobile app, social
media channels, community events, website and more.
Task Description:
See sub -tasks for descriptions.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety and when the Santa Ana Project Manager signs the task completion letter.
TASK 3-A: PET PREPAREDNESS CONTENT & COLLATERAL
Objective:
Develop a set of Pet Preparedness -focused content and collateral materials.
Task Description:
Craft Pet Preparedness materials that connect with the Promise to be Prepared (Promise to be
Pet Prepared) and that support campaign efforts to generate preparedness action among OC
25B-11
families. Activities will include:
a. Pet Preparedness Collateral Materials — create a minimum of 3 new collateral pieces
such as coloring sheets, posters, flyers and other hard copy materials for use across the
campaign.
b. Pet Preparedness Illustrations — develop set of 5-6 illustrations that visually explain pet
preparedness with dogs, cats, and livestock (color line drawings) for use in new
collateral materials and for posting/download from the website.
c. Pet-Themed DigitalNideo Content — create a minimum of 5 pieces of digital and/or
video content with Pet Preparedness theme to promote preparedness messages and
app downloads/website visits.
Responsibilities:
WBC shall:
a. Create the content and seek plan and program approval from the Santa Ana Project
Manager in alignment with the ROC Steering Committee
b. Produce materials for use at events, via social media and website and other campaign
channels.
c. Produce materials for distribution via appropriate online, digital and mobile platforms
Santa Ana shall:
a. Approve collateral materials content and edits/refinements.
Completion Criteria:
This task is considered complete when each listed assignment is completed and when the
Santa Ana Project Manager signs the task completion letter. Planned completion and
implementation is by the end of August 2019.
TASK 3-B: PET PREPAREDNESS INTEGRATED MICRO CAMPAIGN #1
Objective:
Build and implement a "micro campaign" (a highly targeted promotion that is in -market for a
specifically defined time period) focused on leveraging Pet Preparedness to actively promote
and drive downloads/traffic to the ROC mobile app and ReadyOC.org site.
Task Description:
Create, distribute, manage and measure a digital, mobile and/or traditional media (i.e. bus
advertising, bus shelter or other) integrated campaign that seeks to drive trackable mobile app
downloads and/or website visits. The program will have a 4-8 week run and will feature the Pet
Preparedness theme in static, illustrated and/or animated creative, touting the app/website.
Mediums to be used may include mobile (i.e. CBS Mobile, Pandora, etc.), digital (via OutFront
Media, W4 and others) and/or traditional non -digital media channels. Specific metrics will be
developed and approved by the Project Manager prior to the micro campaign's launch.
Responsibilities:
WBC shall:
a. Create the micro campaign and seek plan and program approval from the Santa Ana
Project Manager in alignment with the ROC Steering Committee
b. Implement and managed the approved campaign
s
25B-12
c. Provide campaign assessment and results
Santa Ana shall:
a. Approve the campaign and review progress/metrics reports
Completion Criteria:
This task is considered complete when the campaign is implemented and when the Santa Ana
Project Manager signs the task completion letter. Planned completion and implementation is
by the end of November 2019.
TASK 3-B: PET PREPAREDNESS INTEGRATED MICRO CAMPAIGN #2
Objective:
Build and implement a second round "micro campaign" that again leverages the Pet
Preparedness theme to actively promote and drive downloads/traffic to the ROC mobile app
and ReadyOC.org site.
Task Description:
Create, distribute, manage and measure a digital, mobile and/or traditional media (i.e. bus
advertising, bus shelter or other) integrated campaign that seeks to drive trackable mobile app
downloads and/or website visits. The program will be for a minimum run of 4-8 weeks and will
feature the Pet Preparedness theme in static, illustrated and/or animated creative touting the
app/website. Mediums to be used may include mobile (i.e. CBS Mobile, Pandora, etc.), digital
(via OutFront Media, W4 and others) and/or traditional non -digital media channels. Specific
metrics will be developed and approved by the Project Manager prior to the micro campaign's
launch.
Responsibilities:
WBC shall:
a. Create the micro campaign and seek plan and program approval from the Santa Ana
Project Manager in alignment with the ROC Steering Committee
b. Implement and managed the approved campaign
c. Provide campaign assessment and results
Santa Ana shall:
a. Approve the campaign and review progress/metrics reports
Completion Criteria:
This task is considered complete when the campaign is implemented and when the Santa Ana
Project Manager signs the task completion letter. Planned completion and implementation is
by the end of March 2020.
TASK 4: PROMISE TO PREPARE (112213) PROMOTION
Objective:
Extend and maintain the momentum of the P2P program. The emphasis will be on strong
public outreach presence, programming, media and marketplace exposure through the end of
25B-13
the contract period. The outreach team looks forward to reaching the milestone of 500,000
promises by the end of the contract period.
Task Description:
The promotion includes the ongoing public pronouncement that ROC will achieve tangible
steps towards preparedness, or documented "Promises to Prepare," from Orange County
residents, businesses and community members. This will be achieved through public outreach
and media promotions including, but not limited to, the ROC Preparedness Bucket List
program, Ready Sundays, video public service announcements (PSAs), smartphone app
management and enhancements, and paid and/or earned media outreach.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety and when the Santa Ana Project Manager signs the task completion letter.
TASK 4-A: ROC EMERGENCY PREPAREDNESS BUCKET LIST
Objective:
Plan, develop and implement concept, distributing a minimum of 2,000 branded five -gallon
ROC emergency preparedness buckets to Orange County community members. (Note: WBC
in collaboration with the Santa Ana Project Manager will seek to expand the number of
distributed buckets through partnering/sponsorship efforts with Lowe's and/or Home Depot).
Task Description:
Expand and enhance the existing Preparedness Bucket List program momentum that
encourages Orange County residents to add preparedness to their "bucket list" — i.e. making
sure residents receive a bucket and begin gathering emergency kit items. The ROC -branded
buckets will be selectively promoted and distributed to OC community members as a
demonstration of a simple preparedness step with suggestions included of what key
emergency kit items to place within it. Along with serving as a tangible action step toward
preparedness, the bucket concept offers numerous promotional opportunities via publicity, the
website, social media and other ROC communication channels. An initial quantity of 2,000
branded buckets will be produced. WBC and the ROC team will also seek to expand the
program and number of buckets to be distributed via corporate partnerships and sponsorships.
Responsibilities:
WBC shall:
a. Plan and develop the program with approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
b. Execute the program in accordance with approved plans
Santa Ana shall:
a. Approve initiative concepts and materials
b. Support and facilitate partnering and sponsorship efforts
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25B-14
Completion Criteria:
This task is considered complete upon the production of a minimum of 2,000 buckets and
when the Santa Ana Project Manager signs the task completion letter (distribution occurs
throughout the contract period). Planned completion of the bucket purchase will be by
September 2019.
TASK 4-13: MEDIA PROMOTIONS (FALL 2019
Objective:
Develop and implement media promotions and concentrated publicity outreach to local print,
online, broadcast and/or theater/cinema outlets to promote ROC programming elements, the
Promise to Prepare initiatives and the calendar of activities.
Task Description:
Develop and implement media promotions including, but not limited to, enhancement of the
ROC smarlphone app, advertising and/or online promotions, video PSA creation and media
outreach to local outlets to direct OC residents to commit to preparedness steps. Task includes
ongoing measurement and tracking of promotional elements.
Activities will include:
a. Wildfire -Focused Campaign —The 2019/2020 wildfire season is projected to be
significant so our fall promotion will draw attention to the situation and to helping
residents prepare for potential evacuations. Content will be created for placement on all
digital platforms while other efforts will boost and support messages and content
emanating from Orange County Fire Authority.
b. Video PSA — create at least one updated and engaging :30-second video PSA via Final
Cut Pro or similar application to increase exposure of ROC in OC community via the
ROC website, YouTube channel, city websites and potentially local public access
stations, selected regional theatre venues, etc.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan and program approval from the Santa Ana Project
Manager in alignment with the ROC Steering Committee
b. Execute the promotions in accordance with the approved plan
Santa Ana shall:
a. Approve plan and promotion elements
Completion Criteria:
This task is considered complete upon the completion or booking and scheduling of the
deliverables, given media requirements in some instances for upfront payment and when the
Santa Ana Project Manager signs the task completion letter. Planned completion and
implementation will be by end of October 2019.
11
25B-15
TASK 4-C: MEDIA PROMOTIONS (SPRING 2020
Objective:
Develop and implement media promotions and concentrated publicity outreach to local print,
online, broadcast and/or theater/cinema outlets to promote ROC programming elements, the
Promise to Prepare initiatives and the calendar of activities.
Task Description:
Develop and implement media promotions including, but not limited to, enhancing the ROC
smartphone app, advertising and/or online promotions, video PSA creation and media
outreach to local outlets to direct OC residents to commit to preparedness steps. Task includes
ongoing measurement and tracking of promotional elements.
Activities will include:
a. Emergency -Specific Outreach — based on feedback from the Fall 2019 wildfire
preparedness campaign, this spring campaign will focus on any specific potential
emergencies that are specific to the time period. We will also tap into the Steering
Committee for ideas and specific direction that is pertinent to the specific time period of
Q1-2020.
b. Video PSA — leverage existing video PSA via Final Cut Pro or similar application from
Task 4-13 and focus on efforts to expand exposure of ROC via additional placements
within the OC community via the ROC website, YouTube channel, city websites, local
public access stations, selected regional theatre venues, etc.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan and program approval from the Santa Ana Project
Manager in alignment with the ROC Steering Committee
b. Execute the promotions in accordance with the approved plan
Santa Ana shall:
a. Approve plan and promotion elements
Completion Criteria:
This task is considered complete upon the completion or booking and scheduling of the
deliverables, given media requirements in some instances for upfront payment and when the
Santa Ana Project Manager signs the task completion letter. Planned completion and
implementation will be by the end of March 2020.
TASK 4-13: SOCIAL MEDIA & BROADCAST VIDEO PROMOTION (FALL 2019)
Objective:
Create and distribute a series of videos that emphasis the P2P campaign with time -sensitive
themes emphasizing the dangers of wildfires and importance of honoring evacuation notices.
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25B-16
Task Description:
Research, identify, plan and produce one creative 30-second video concept using "illustrative'
techniques for distribution via social media, website and/or broadcast platforms (local cable
TV, theatres, etc.).
Responsibilities:
WBC shall:
a. Plan, develop and produce the video with approval from the Santa Ana Project Manager
in alignment with the ROC Steering Committee
b. Execute distribution in accordance with approved plans
Santa Ana shall:
a. Approve initiative concepts, production and distribution plan
Completion Criteria:
This task is considered complete upon completion of all tasks and when the Santa Ana Project
Manager signs the task completion letter. Planned completion and implementation will be by
November 2019.
TASK 4-E: SOCIAL MEDIA & BROADCAST VIDEO PROMOTION (SPRING 2020
Objective:
Create and distribute a series of compelling video PSAs that focus on emergency threats
specific to the season and time period in early 2020, with a goal that viewers of the PSAs will
make their promise to prepare and/or sign up for the ReadyOC mobile app and AlertOC
notification system.
Task Description:
Research, identify, plan and produce one creative 30-second video concept using "illustrative"
techniques for distribution via social media, website and/or broadcast platforms (local cable
TV, theatres, etc.).
Responsibilities:
WBC shall:
a. Plan, develop and produce the video with approval from the Santa Ana Project Manager
in alignment with the ROC Steering Committee
b. Execute distribution in accordance with approved plans
Santa Ana shall:
a. Approve initiative concepts, production and distribution plan
Completion Criteria:
This task is considered complete upon completion of all tasks and when the Santa Ana Project
Manager signs the task completion letter. Planned completion and implementation will be by
May 2020.
13
25B-17
TASK 5: EDUCATION -BASED OUTREACH AND MEDIA RELATIONS
Objective:
Continue to execute activities with OC education organizations, schools and after -school
programs to support ROC emergency preparedness efforts and the Promise to Prepare
initiative. This includes leveraging, as needed, the previously created Ready Fox character -
based programming/assembly. Also included in this task is a dedicated media relations effort
designed to identify and secure editorial placements with OC- and LA -based news outlets.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
TASK 5-A: MEDIA RELATIONS OUTREACH (AUG-OCT 2019
Objective:
Apply the "Three Cs" of media relations —1) Communicate news about the ReadyOC
campaign, 2) Capitalize on news of the day pertaining to readiness, and 3) Create news about
the ReadyOC campaign — in support of educational programming, family preparedness
planning and the overall Promise to Prepare initiative.
Task Description:
Implement a monthly effort to identify, craft, coordinate and deliver stories about preparedness
in Orange County in ways that help secure editorial coverage by print, digital/online, radio and
television news outlets. Efforts will also be made to offer county resources — Fire and PD
chiefs, subject matter experts, elected officials — to reporters and producers when news
attention is trained on emergencies and threats. At least one story relating to ReadyOC and/or
preparedness will be crafted each month.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan (and creative, if needed) approval from the Santa
Ana Project Manager in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve plan and activities
Completion Criteria:
This task is considered complete upon purchase and implementation of the bus advertising
and when the Santa Ana Project Manager signs the task completion letter. Completion is
planned to occur by October 2019.
14
25B-18
TASK 5-B: MEDIA RELATIONS OUTREACH (NOV 2019-JAN 2020
Objective:
Apply the "Three Cs" of media relations —1) Communicate news about the ReadyOC
campaign, 2) Capitalize on news of the day pertaining to readiness, and 3) Create news about
the ReadyOC campaign — in support of educational programming, family preparedness
planning and the overall Promise to Prepare initiative.
Task Description:
Implement a monthly effort to identify, craft, coordinate and deliver stories about preparedness
in Orange County in ways that help secure editorial coverage by print, digital/online, radio and
television news outlets. Efforts will also be made to offer county resources — Fire and PD
chiefs, subject matter experts, elected officials — to reporters and producers when news
attention is trained on emergencies and threats. At least one story relating to ReadyOC and/or
preparedness will be crafted each month.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan (and creative, if needed) approval from the Santa
Ana Project Manager in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve plan and activities
Completion Criteria:
This task is considered complete upon purchase and implementation of the bus advertising
and when the Santa Ana Project Manager signs the task completion letter. Completion is
planned to occur by January 2020.
TASK 5-C: MEDIA RELATIONS OUTREACH (FEB-APRIL 2020
Objective:
Apply the 'Three Cs" of media relations —1) Communicate news about the ReadyOC
campaign, 2) Capitalize on news of the day pertaining to readiness, and 3) Create news about
the ReadyOC campaign — in support of educational programming, family preparedness
planning and the overall Promise to Prepare initiative.
Task Description:
Implement a monthly effort to identify, craft, coordinate and deliver stories about preparedness
in Orange County in ways that help secure editorial coverage by print, digital/online, radio and
television news outlets. Efforts will also be made to offer county resources — Fire and PD
chiefs, subject matter experts, elected officials — to reporters and producers when news
attention is trained on emergencies and threats. At least one story relating to ReadyOC and/or
preparedness will be crafted each month.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan (and creative, if needed) approval from the Santa
Ana Project Manager in alignment with the ROC Steering Committee
15
25B-19
Santa Ana shall:
a. Approve plan and activities
Completion Criteria:
This task is considered complete upon purchase and implementation of the bus advertising
and when the Santa Ana Project Manager signs the task completion letter. Completion is
planned to occur by April 2020.
TASK 5-D: SCHOOL ASSEMBLIES PROGRAM (FALUWINTER 2019)
Objective:
Continue implementation of the successful Ready Fox/Promise to Prepare school assembly
educational programming. This will be accomplished through a multitude of activities, including
expanded assemblies, presentations to community and stakeholder groups, bus advertising
and more.
Task Description:
Handle all aspects of programming, materials development and distribution, school assemblies
and other activities/events. Activities and assignments include:
a. Elementary School Assembly Program - extend and implement elementary school
assembly program and promotion throughout Orange County, seeking to conduct
approximately 8 total assemblies during the contracted period.
i. This encompasses scheduling, supporting and promoting assemblies leveraging
Officer John Reed or another professional speaker with elementary schools
throughout Orange County.
ii. Officer John Reed/professional speaker is responsible for conducting assemblies
on his own, with the exception of 1-2 assemblies which will be additionally staffed
for formal research and feedback as well as for quality control.
iii. Tasks include booking assemblies, managing the annual calendar, promoting
events through OCDE, school districts and individual school sites, capturing,
posting and distributing video, photos and other content, creating and distributing
information kits, post -event school follow-up and more.
iv. Ongoing documentation and management of assembly program metrics.
b. OCDE & School Districts Communication Program - develop and disseminate regular
quarterly communications that promote ROC and P2P emergency preparedness
initiatives to and through the county (OCDE) and school districts.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve plan and activities
25B-20
16
Completion Criteria:
This task is considered complete upon delivery of presentations to the required schools and
when the Santa Ana Project Manager signs the task completion letter. Completion is planned
to occur by December 2019.
TASK 5-E: READY FOX ASSEMBLIES PROGRAM (WINTER/SPRING 2020)
Objective:
Continue implementation of the successful Ready Fox/Promise to Prepare school assembly
educational programming. This will be accomplished through a multitude of activities, including
expanded assemblies, presentations to community and stakeholder groups, bus advertising
and more.
Task Description:
Handle all aspects of programming, materials development and distribution, school assemblies
and other activities/events. Activities and assignments include:
a. Elementary School Assembly Program - extend and implement elementary school
assembly program and promotion throughout Orange County, seeking to conduct
approximately 8 total assemblies during the contracted period.
i. This encompasses scheduling, supporting and promoting assemblies leveraging
Officer John Reed or another professional speaker with elementary schools
throughout Orange County.
ii. Officer John Reed/professional speaker is responsible for conducting assemblies
on his own, with the exception of 1-2 assemblies which will be additionally staffed
for formal research and feedback as well as for quality control.
iii. Tasks include booking assemblies, managing the annual calendar, promoting
events through OCDE, school districts and individual school sites, capturing,
posting and distributing video, photos and other content, creating and distributing
information kits, post -event school follow-up and more.
iv. Ongoing documentation and management of assembly program metrics.
b. OCDE & School Districts Communication Program - develop and disseminate regular
quarterly communications that promote ROC and P2P emergency preparedness
initiatives to and through the county (OCDE) and school districts.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve plan and activities
Completion Criteria:
This task is considered complete upon delivery of presentations to the required schools and
when the Santa Ana Project Manager signs the task completion letter. Completion is planned
to occur by May 2020.
17
25B-21
TASK 5-F: PROFESSIONAL SERVICES STAFFING
Objective:
Provide professional staffing through Officer John Reed for education -based outreach such as
school assemblies, after -school programs and other similar activities supporting the ROC
campaign.
Task Description:
Officer Reed leads all staffing for school assemblies and other education -based programming.
This includes staffing a minimum of two dozen elementary school assembly programs based
on an annual events calendar coordinated, booked and administered by the Westbound team.
This task covers both professional services fees and out of pocket costs for expenses such as
mileage and materials.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve plan and activities
Completion Criteria:
Services and costs under this task, since they are professional services, are invoiced monthly
as accrued by Officer Reed. Detailed time sheets and expense reports will be submitted with
all invoices. Completion of all assignments under this contract will occur by May 2020.
TASK 6: COMMUNITY i£ CITIZENS OUTREACH
Objective:
Develop and implement ongoing community and citizens' outreach at targeted community,
emergency preparedness, faith -based and other designated events and/or presentation
venues, seeking to reach and engage with hundreds of thousands of citizens and community
members.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
18
25B-22
TASK 6-A• COMMUNITY & CITIZENS OUTREACH (FALL 2019)
Objective:
Develop and implement ongoing community and citizens' outreach at targeted community,
emergency preparedness, faith -based and other designated events and/or presentation
venues, seeking to reach and engage with hundreds of thousands of citizens and community
members.
Task Description:
Calendar, staff and manage up to 8 community (ex. Irvine Global Village Festival) and
emergency preparedness (ex. Dana Point Preparedness Expo) events as well as
presentations and faith -based Ready Sunday events to targeted community
organ izations/groups.
Activities include:
a. Master Community & Citizen Events Calendar - create and manage a master annual
calendar for all milestone events that ROC will participate in and/or staff in support of
emergency preparedness outreach efforts and the P2P initiative.
b. Event Promotion & Staffing - promote and staff (as appropriate) up to 8 community
events throughout Orange County that are aligned with the Master Community & Citizen
Events Calendar. Event activities may include table displays, team presentations,
ROC/P2P materials and giveaway distribution and more.
c. Manage the ongoing reporting and measurement of campaign data including event
impressions, promises, etc.
Responsibilities:
WBC shall:
a. Develop the outreach and seek plan approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
b. Execute the outreach in accordance with the approved plan
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Completion is planned
December 2019.
TASK 6-B: COMMUNITY & CITIZENS OUTREACH (WINTERISPRING 2020)
Objective:
Develop and implement ongoing community and citizens' outreach at targeted community,
emergency preparedness, faith -based and other designated events and/or presentation
venues, seeking to reach and engage with hundreds of thousands of citizens and community
members.
19
25B-23
Task Description:
Calendar, staff and manage up to 8 community (ex. Rossmoor Community Festival) and
emergency preparedness (ex. OCWD Children's Water Festival) events as well as
presentations and faith -based Ready Sunday events to targeted community
organ izations/groups.
Activities include:
a. Master Community & Citizen Events Calendar - create and manage a master annual
calendar for all milestone events that ROC will participate in and/or staff in support of
emergency preparedness outreach efforts and the P213 initiative.
b. Event Promotion & Staffing - promote and staff (as appropriate) up to 8 community
events throughout Orange County that are aligned with the Master Community & Citizen
Events Calendar. Event activities may include table displays, team presentations,
ROC/P2P materials and giveaway distribution and more.
c. Manage the ongoing reporting and measurement of campaign data including event
impressions, promises, etc.
Responsibilities:
WBC shall:
a. Develop the outreach and seek plan approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
b. Execute the outreach in accordance with the approved plan
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Completion is planned
by May 2020.
TASK 7: PARTNERING, PIGS AND PRESENTATIONS
Objective:
Continue managing current Corporate Advisory Council (CAC) group with emphasis on
enhancing participation benefits, retaining current active members, and expanding successes
in leveraging CAC resources, connections and contributions to the overall ROC initiative during
the contract period. However, while the CAC exists as a designation (and any benefits) for its
members, the goal of this task is to amplify the ReadyOC and P213 message through
partnerships with public and private organizations; through Public Information Officers (PIOs)
on behalf of OC government agencies; and through educational presentations that the
ReadyOC outreach team gives during the contract period.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
25B-24
20
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
TASK 7-A: PARTNERING, PIOS AND PRESENTATIONS (JULY-DEC 2019)
Objective:
Continue managing current CAC group with emphasis on enhancing participation benefits
while also leveraging CAC resources, connections and contributions to the overall ROC
initiative during the year. Meanwhile, a list of PIOs will be built with the goal of establishing
complementary relationships where social media posts are shared and new audiences are
reached with the ROC message through the followers of key PIOs.
Task Description:
Continue momentum in expanding and leveraging key partnerships to help provide
opportunities, extensions, and ongoing support for ROC. Activities include:
a. Secure and promote partnerships that promote ROC and preparedness efforts across
OC — continue to leverage and refine the designated CAC ambassadors to facilitate and
deepen relationship efforts while also making requests for in -kind donations and
support.
b. Build List of PIOs — build a database of PIOs for as many government jurisdictions as
possible — cities, water districts, fire departments, police departments, etc. — and ask
them to share messages about preparedness.
c. Presentations — Make presentations to key groups that are linked to preparedness
efforts. The ReadyOC outreach team will make a minimum of two presentations to
groups such as OCEMO, Interfaith Council, Water Continuity Group, PD Chiefs,
Chambers of Commerce, etc.in support of ROC and with a goal of promoting
partnerships and message sharing.
Responsibilities:
WBC shall:
a. Develop and implement the program with approval from the Santa Ana Project Manager
in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve the program and promotional efforts
Completion Criteria:
This task will be implemented throughout the performance period and when the Santa Ana
Project Manager signs the task completion letter. Completion is planned to occur by December
2019.
TASK 7-B: PARTNERING, PIOS AND PRESENTATIONS (JAN-APRIL 2020)
Objective:
Continue managing current CAC group with emphasis on enhancing participation benefits
while also leveraging CAC resources, connections and contributions to the overall ROC
21
25B-25
initiative during the year. Meanwhile, a list of PIOs will be built with the goal of establishing
complementary relationships where social media posts are shared and new audiences are
reached with the ROC message through the followers of key PIOs.
Task Description:
Continue momentum in expanding and leveraging key partnerships to help provide
opportunities, extensions, and ongoing support for ROC. Activities include:
a. Secure and promote partnerships that promote ROC and preparedness efforts across
OC — continue to leverage and refine the designated CAC ambassadors to facilitate and
deepen relationship efforts while also making requests for in -kind donations and
support.
b. Build List of PIOs — build a database of PIOs for as many government jurisdictions as
possible — cities, water districts, fire departments, police departments, etc. — and ask
them to share messages about preparedness.
c. Presentations — Make presentations to key groups that are linked to preparedness
efforts. The ReadyOC outreach team will make a minimum of two presentations to
groups such as OCEMO, Interfaith Council, Water Continuity Group, PD Chiefs,
Chambers of Commerce, etc.in support of ROC and with a goal of promoting
partnerships and message sharing.
Responsibilities:
WBC shall:
a. Develop and implement the program with approval from the Santa Ana Project Manager
in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve the program and promotional efforts
Completion Criteria:
This task will be implemented throughout the performance period and when the Santa Ana
Project Manager signs the task completion letter. Completion is planned to occur by April 2020
TASK 8: WEBSITE. SOCIAL MEDIA & MOBILE OUTREACH AND MAINTENANCE
Objective:
Update, manage, host and maintain the ReadyOC.org website and provide recommendations
for updates to improve the user experience and functionality. Also update, manage and
maintain campaign social media channels 24/7 during the contract term. Website and social
media will be leveraged to continue to support the campaign's public awareness and
engagement activities.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
25B-26
22
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
Objective:
Update, manage, host and maintain the ReadyOC.org website and provide recommendations
for updates to improve the user experience and functionality. Also update, manage and
maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7
through the fall 2019.
Task Description:
Handle all aspects of website and social media updates, optimization, hosting, maintenance,
management and metrics/reporting needs in accordance with ROC approved processes and
protocols.
a. Web Hosting Service — coordinate and maintain third party hosting service for website
on annual basis with service provider
b. Interactive Web Elements - create and implement two Final Cut Pro presentations
(online video/photo presentations) and three to four new focus area updates for the
website homepage per month
c. Quality Check — implement a quality check of all links, content and verbiage of the
ReadyOC.org website to ensure content is up-to-date for visitors
d. Social Media Content - create and share engaging photo, video and relevant
preparedness content via social media channels.
e. Manage and Enhance ROC Smartphone App —send monthly push notifications, update
technical features and enhance smartphone app for Apple and Android mobile and
tablet products with a new feature such improvement navigation and database
functionality.
f. App Promotion Plan & Program — develop and implement plan to promote and drive app
downloads. This will include a mix of publicity, advertising, video, website, social media
and other offline and online marketing elements.
g. Manage the ongoing reporting and measurement of campaign data social media
impressions and website traffic, and app downloads among others.
Responsibilities:
WBC shall:
a. Develop the initiative, elements and seek plan approval from the Santa Ana Project
Manager in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve web elements, collateral materials and social media plan
Completion Criteria:
This task is considered complete upon the completion of the support period and when the
Santa Ana Project Manager signs the task completion letter. Completion is planned by October
2019.
23
25B-27
TASK 8-13: WEBSITE, SOCIAL MEDIA. ONLINE & MOBILE APP OUTREACH AND
MAINTENANCE (WINTER/SPRING 2020)
Objective:
Update, manage, host and maintain the ReadyOC.org website and provide recommendations
for updates to improve the user experience and functionality. Also update, manage and
maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7
during this period.
Task Description:
Handle all aspects of website and social media updates, optimization, hosting, maintenance,
management and metrics/reporting needs in accordance with ROC approved processes and
protocols.
a. Web Hosting Service — coordinate and maintain third party hosting service for website
on annual basis with service provider
b. Interactive Web Elements - create and implement two Final Cut Pro presentations
(online video/photo presentations) and three to four new focus area updates for the
website homepage per month
c. Quality Check — implement a quality check of all links, content and verbiage of the
ReadyOC.org website to ensure content is up-to-date for visitors
d. Social Media Content - create and share engaging photo, video and relevant
preparedness content via social media channels.
e. Manage and Enhance ROC Smartphone App —send monthly push notifications, update
technical features and enhance smartphone app for Apple and Android mobile and
tablet products with a new feature such improvement navigation and database
functionality.
f. App Promotion Plan & Program — develop and implement plan to promote and drive app
downloads. This will include a mix of publicity, advertising, video, website, social media
and other offline and online marketing elements.
g. Manage the ongoing reporting and measurement of campaign data social media
impressions and website traffic, and app downloads among others.
Responsibilities:
WBC shall:
a. Develop the initiative, elements and seek plan approval from the Santa Ana Project
Manager in alignment with the ROC Steering Committee
Santa Ana shall:
a. Approve web elements, collateral materials and social media plan
Completion Criteria:
This task is considered complete upon the completion of the support period and when the
Santa Ana Project Manager signs the task completion letter. Completion is planned by the end
of March 2020.
24
25B-28
TASK 9: COLLATERAL MATERIALS
Objective:
Develop, produce and update ROC and P213 collateral materials for use in all programming as
appropriate.
Task Description:
Handle design, writing, production and distribution of all materials supporting ROC and P2P
initiatives. The following are recommendations for items and quantities to be ordered.
However, in the marketing roadmap more specific recommendations will be made that could
include slight changes and/or additions to this list.
a. ROC Preparedness Bucket List Flyers, 2,000 total quantity with checklist
b. ROC Family Emergency Plans, 15,000 total quantity
c. P2P Fact Sheets, 15,000 total quantity
Responsibilities:
WBC shall:
a. Develop all materials and seek approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
b. Produce materials in accordance with Steering Committee approvals
Santa Ana shall:
a. Approve materials
Completion Criteria:
This task is considered complete upon the order or delivery of the promotional materials, given
requirements in some instances for upfront payment, and when the Santa Ana Project
Manager signs the task completion letter. Completion is planned to occur by November 2019.
TASK 10: PROMOTIONAL MATERIALS
Objective:
Develop, produce and update ROC and P2P promotional materials for use in all programming
as appropriate.
Task Description:
Handle design, writing, and production of all materials supporting ROC and P2P initiatives.
a. ROC/P2P "Premium" Giveaway Item, 10,000 total quantity (replacement to wristbands
and first aid kits from previous years)
b. ROC/P2P Emergency Document Bags, 15,000 total quantity
c. ROC/P2P Extra Premium: Giveaway Item, 1,000 total quantity
d. Preparedness "Starter Kits — 50 Preparedness "starter' kits with a higher perceived
value to be distributed through raffle prizes, at partnership events and for VIPs.
Responsibilities:
WBC shall:
25
25B-29
a. Develop all materials and seek approval from the Santa Ana Project Manager in
alignment with the ROC Steering Committee
b. Produce materials in accordance with Steering Committee approvals
Santa Ana shall:
a. Approve materials
Completion Criteria:
This task is considered complete upon the order or delivery of the promotional materials, given
requirements in some instances for upfront payment, and when the Santa Ana Project
Manager signs the task completion letter. Completion is planned to occur by November 2019.
TASK 11: MOBILE APP DEVELOPMENT
Objective:
Complete the full revamp of the campaign mobile app for both iOS and Google Play.
Task Description:
Process second and final installment for the complete revamp of the ReadyOC mobile app, as
approved by the SAPD under the previous year's scope of work.
a. Work with app developer to ensure the successful public launch of the app.
b. Submit second and final installment for the mobile app.
Responsibilities:
WBC shall:
a. Execute testing of the mobile app and oversee public launch.
Santa Ana shall:
a. Assist with app launch as necessary
Completion Criteria:
This task is considered complete upon the launch of the new mobile app and when the Santa
Ana Project Manager signs the task completion letter. Completion is planned to occur by
August 2019.
25B-30
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25B-31
Exhibit B-1
If You See Something, Say Something (S4) — OC Initiative
FYI S4 STATEMENT OF WORK
General Information:
The following Statement of Work (SOW) defines the principle activities and responsibilities of
all parties for public outreach services to support the "if You See Something, Say Something"
(S4) initiative for Orange County. This scope of work shall stand as an agreement between the
City of Santa Ana (hereinafter Santa Ana) and Westbound Communications (hereinafter
WBC).
WBC will supply the following services during a 12-month term:
o S4 Media Promotions
o Paid and sponsored advertising
o Public Service Announcements (PSAs)
o Earned media (editorial publicity)
o . Marketing Support for S4 Program
0 2019/2020 marketing road map
o Citizen and community outreach
o Promotional partnering
o Event marketing
o Project Administration Services
o S4 Microsite and Social Media Platform Management
o Site maintenance management
o Social media content development and outreach
o Social media maintenance management
No deviation of this SOW will be allowed without written consent from the Santa Ana Project
Manager. Nevertheless, Santa Ana recognizes that projects of this magnitude will likely
encounter various unforeseeable events that may cause tasks to overlap or change, and such
change will be permissible with the approval of Santa Ana Project Manager.
This SOW is contingent upon both WBC and Santa Ana fulfilling their respective
responsibilities as defined in the Agreement and within this document.
Contents
The following are included with this SOW:
Task Descriptions
Project Change Order
Project Schedule
25B-32
• Milestone Payment Schedule
General Project Management Responsibilities
Project management occurs throughout the project and is involved in every task. The overall
project management activities are listed here for reference.
Westbound Responsibilities:
a. Maintain project communications with Santa Ana's Project Manager.
b. Manage the efforts of the WBC staff and coordinate WBC activities with the Santa Ana
Project Manager.
c. Conduct on -site status meetings with Santa Ana's Project Manager on a monthly basis
or when reasonably required at the discretion of Santa Ana to discuss project status.
d. Provide timely responses, within ten (10) business days, to issues raised by Santa
Ana's Project Manager.
e. Prepare and submit, no later than the fifth business day of each month, a status report
that includes: the accomplishments of the previous month, activities planned for the
current month and any update to the project schedule.
f. Prepare and submit project Change Proposals to Santa Ana's Project Manager as
necessary.
g. Prepare and submit Task Completion Letter(s) to Santa Ana's Project Manager as
necessary.
Santa Ana Responsibilities:
a. Maintain project communications with the WBC Project Manager.
b. Manage the efforts of S4 involved staff and coordinate S4 activities with the WBC
Project Manager.
c. The Project Manager must ensure that their personnel have ample time, resources, and
expertise to carry out their respective tasks and responsibilities.
d. The Project Manager or his designee will participate in the status meeting with the WBC
Project Manager on a monthly basis or as may otherwise be reasonably required to
discuss project status.
e. Provide timely responses, within ten (10) business days, to issues raised by the WBC
Project Manager.
f. Liaison with all Santa Ana -provided third -party vendors and associated systems.
g. Ensure acceptable Change Orders are approved by authorized signature(s).
h. Ensure acceptable Task Completion Letter(s) are approved by the Project Manager or
his designee.
i. Ensure timely payment of invoices.
j. Ensure WBC access to server and network equipment and work areas on a 24x7 basis,
with pre -authorization for off -hours.
k. Provide workspace for WBC personnel as reasonably requested.
SOW Format:
Each task includes the following: Title, Objective, Task Description, Responsibilities and
Completion Criteria. The tasks are depicted on the project schedule. All parties recognize that
the SOW is not formatted chronologically with contractual obligations defaulting to Project
Schedule unless otherwise noted.
25B-33
TASK 1: 2019-2020 S4 MARKETING ROAD MAP
Objective:
Create, establish and implement a formal marketing plan and road map to best promote and
provide outreach for S4 during the campaign period. The road map will include project
schedules, management procedures and proposed activities.
Task Description:
Develop, refine, review and approve plan for all campaign initiatives, including the marketing
plan and project schedule. Activities include:
a. Launch Meetings — conduct a minimum of two meetings with the Santa Ana Project
Manager and one meeting with the S4 Steering Committee to present strategies and
recommendations to get approval to proceed with the Road Map.
b. 2019-20 Marketing Road Map — develop and submit a comprehensive marketing
communications and promotions plan detailing strategies, objectives, tasks, schedules
and metrics for all S4 activities during the contracted period. This includes delivery of a
20-30 slide PowerPoint deck plan that details all strategic goals and recommended
programming for review by the S4 Steering Committee and for final approval by the
Santa Ana Project Manager.
c. Project Schedule — develop and complete a comprehensive project schedule that
details timing for all activities.
d. Project Management & Control Procedures — review and update, as needed, all
currently approved control and administrative procedures (change orders, approval
processes, etc.) and documents currently on file with the Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the S4 Steering Committee
b. Execute the road map in accordance with approved plans
Santa Ana shall:
a. Approve the plan and promotion elements
Completion Criteria:
This task is considered complete upon the completion of the above deliverables and when the
Santa Ana Project Manager signs the task completion letter. Planned completion and invoicing
will be in July 2019.
TASK 2: S4 STAKEHOLDER MEETINGS & PLANNING SESSIONS
Objective:
Manage campaign administration and updates to the Steering Committee and Santa Ana
Project Manager through activities including, but not limited to, meetings, monthly activity
reporting, programming documentation, and regular communications and presentations to
Steering Committee.
25B-34
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the S4 Steering Committee, including at least one in -person
meeting a quarter.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting per
quarter
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for each subtask noted below. To
assure cost and quality controls while accommodating the monthly nature of required work, the
task completion is divided into quarterly periods, with each period being considered completed
as described in the following subtasks.
TASK 2-A: S4 STAKEHOLDER MEETING & PLANNING SESSIONS (JULY-SEPT 2019)
Objective:
Manage campaign administration and updates to the Steering Committee and Santa Ana
Project Manager through activities including, but not limited to, meetings, monthly activity
reporting, programming documentation, regular communications and presentations to Steering
Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one formal
meeting/conference call during the quarter, unless otherwise directed and approved by the
Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
25B-35
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Santa Ana shall:
a. Approve campaign progress, updates and promotions
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of September 2019.
TASK 2-B: S4 STAKEHOLDER MEETINGS & PLANNING SESSIONS (OCT-DEC 2019
Objective:
Manage campaign updates, administration and promotions to the Steering Committee and
Santa Ana Project Manager through activities including, but not limited to, meetings, monthly
activity reporting, programming documentation, regular communications and presentations to
Steering Committee and corresponding agency partners during this quarterly period.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one formal
meeting/conference call during the quarter, unless otherwise directed and approved by the
Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Santa Ana shall:
a. Approve campaign progress, updates and promotions
25B-36
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of December 2019.
TASK 2-C: S4 STAKEHOLDER MEETINGS & PLANNING SESSIONS (JAN-MARCH 2O20)
Objective:
Manage campaign administration and updates to the Steering Committee and Santa Ana
Project Manager through activities including, but not limited to, meetings, monthly activity
reporting, programming documentation, regular communications and presentations to Steering
Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one formal
meeting/conference call during the quarter, unless otherwise directed and approved by the
Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Santa Ana shall:
a. Approve campaign progress, updates and promotions
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of March 2020.
TASK 2-D• S4 STAKEHOLDER MEETINGS & PROMOTIONS (APRIL-JUN 2020)
Objective:
Manage campaign administration and updates to the Steering Committee and Santa Ana
Project Manager through activities including, but not limited to, meetings, monthly activity
reporting, programming documentation, regular communications and presentations to Steering
25B-37
Committee.
Task Description:
Provide campaign and promotion updates to the Santa Ana Project Manager through daily and
weekly phone calls, emails and meetings (as needed or requested). Maintain weekly and
monthly communication with the Steering Committee, including at least one formal
meeting/conference call during the quarter, unless otherwise directed and approved by the
Santa Ana Project Manager.
Responsibilities:
WBC shall:
a. Coordinate, manage and participate in at least one Steering Committee meeting
b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana
Project Manager
c. Manage ongoing expense tracker, budget and campaign schedule
d. Submit task completion letters with task invoices to the Santa Ana Project Manager
Santa Ana shall:
a. Approve campaign progress, updates and promotions
b. Support and facilitate partnering and sponsorship efforts with Steering Committee
Santa Ana shall:
a. -Approve campaign progress, updates and promotions
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and when the
Santa Ana Project Manager signs the completion letter for the task. Planned completion and
implementation is by the end of June 2020.
TASK 3: S4 PUBLIC TRAUMA/ACTIVE SHOOTER PREPAREDNESS CAMPAIGN
Objective:
Consistent with other S4 campaigns across the country that are adapting to the rising numbers
of active shooter and domestic terrorism episodes, the KeepOCSafe outreach team will
develop and implement a comprehensive outreach program with a variation to the 'Run, Hide,
Fight' messaging that is consistent with messaging coming from DHS. This campaign will
maximize campaign visibility through paid, sponsored and earned coverage through a
combination of outdoor (bus shelters, buses, kiosks, billboards, etc.), print, online, digital and
broadcast media. In coordination with steering committee and selected police departments,
training sessions will also be staged for up to 200 individuals responsible for security/HR at
places of worship, schools or businesses.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
25B-38
Completion Criteria:
This task is considered complete when budgeted sub -tasks have been completed in their
respective entirety.
TASK 3-A: PUBLIC TRAUMA OUTDOOR ADVERTISING PROGRAM (FALL 2019)
Objective:
Develop and implement an awareness program using bus ads, bus shelters, venue kiosks,
facility displays, window clings and other outdoor mediums as appropriate.
Task Description:
Design and produce a minimum of three graphic designs (customized for an active
shoot/public trauma focus) approved by the Project Manager with support from the S4 Steering
Committee and then secure minimum of 50 placements (ex. on bus sides, bus interiors, in bus
shelters, etc.) generating a minimum of two million measured impressions.
Responsibilities:
WBC shall:
a. Hold a focus group/meeting of law enforcement leaders to discuss and agree upon the
appropriate messaging of "run, hide, fight' for OC audiences.
b. Create and produce three graphic designs and secure a minimum of 50 media
placements as described above.
Santa Ana shall:
a. Review and approve the three graphics and the secured media opportunities
Completion Criteria:
This task is considered complete upon the completion of the deliverables, the pre -purchase of
negotiated advertising and/or sponsored space and when the Santa Ana Project Manager
signs the task completion letter. Planned completion is November 2019.
TASK 3-B: PUBLIC TRAUMA DIGITAL/MOBILE MEDIA PROGRAM (FALL 2019)
Objective:
Update and expand a mobile/digital awareness program and app download support initiative
using geo-targeted digital and/or online media leveraging the new public trauma/active
shooter-themed approved graphics.
Task Description:
Design and produce a minimum of three graphic designs (active shooter) approved by the
Project Manager and then research and secure geo-targeted digital/online advertising
(delivering one million+ impressions) to drive awareness and promote S4 mobile app
downloads.
Responsibilities:
WBC shall:
25B-39
a. Create and produce three graphic designs and secure a minimum of media placements
as described above
Santa Ana shall:
a. Review and approve the three graphics and the secured media opportunities
Completion Criteria:
This task is considered complete upon the completion of the deliverables, the pre -purchase of
negotiated advertising and/or sponsored space and when the Santa Ana Project Manager
signs the task completion letter. Planned completion is December 2019.
TASK 3-C: PUBLIC TRAUMAIACTIVE SHOOTER TRAINING PROGRAM (SPRING 2020)
Objective:
In coordination with SAPD, steering committee and selected police departments, coordinate
and stage up to four "active shooter' training sessions for those responsible for security at
houses of worship, schools and/or businesses. These individuals can then employ their
training to better preparing their congregations, families and employees against the threat of
public violence and possibly even become deterrents to terrorism.
Task Description:
Work with SAPD and the steering committee to identify and stage four training sessions
focused on active shooters. Each training session will accommodate up to 50 people and will
be staged in different locations around OC. Invitations will then be extended to security officers
at houses of worship as well as schools (possibly private schools) and possibly opened up to
HR managers at larger businesses. Promotion and documentation of each training event will
further amplify the message that OC's organizations are trained and ready.
Responsibilities:
WBC shall:
a. Hold meeting with steering committee members and SAPD to establish training program
elements.
b. Identify trainers (either PD officers or a private training company)
c. Secure locations for training sessions
d. Create materials including invitations
e. Invite and secure attendance through presentations and other correspondence
f. Stage and host training sessions
g. Document training sessions through video and photography
h. Promote and share content after training sessions to reach new audiences
Santa Ana shall:
a. Attend and help plan training campaign
b. Approve progress, trainers, training content and other elements of staging
c. Support and facilitate partnerships needed to assist in making training effective
Completion Criteria:
This task is considered complete upon the completion of the training sessions and when the
Santa Ana Project Manager signs the task completion letter. Planned completion is April 2020.
25B-40
TASK 3-D: PUBLIC TRAUMA DIGITAL/ONLINE MEDIA PROGRAM (SPRING 2020
Objective:
Update and expand a mobile/digital awareness program and app download support initiative
using geo-targeted digital and/or online media leveraging the run, hide, fight messages and
supporting graphics.
Task Description:
Design and produce a minimum of three graphic designs focused on the run, hide, fight
messaging for schools and places of worship as approved by the Project Manager. Then,
research and secure geo-targeted digital/online advertising (delivering over a 1 million
impressions) to drive awareness and promote S4 mobile app downloads.
Responsibilities:
WBC shall:
a. Create and produce three graphic designs and secure a minimum of media placements
as described above
Santa Ana shall:
a. Review and approve the three graphics and the secured media opportunities
Completion Criteria:
This task is considered complete upon the completion of the deliverables, the pre -purchase of
negotiated advertising and/or sponsored space and when the Santa Ana Project Manager
signs the task completion letter. Planned completion is May 2020.
TASK 4: S4 MOBILE APP MANAGEMENT & GENERAL PROMOTIOM
Objective:
Continue to develop, update, expand and promote the campaign's S4 mobile app to enhance
content, functionality and accessibility, as well as to support downloads.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when budgeted sub -tasks have been completed in their
respective entirety.
10
25B-41
TASK 4-A: S4 MOBILE APP DEVELOPMENT $ PROMOTION (FALL 20191
Objective:
Update, manage, maintain and track the campaign's mobile app content, platform and
performance 24/7 in accordance with approved processes and protocols. In addition, support
promotional efforts that encourage and drive downloads. This includes developing and/or
updating one promotional flyer (8.5" x 11"), business cards, and creating one additional
collateral piece that helps guide community members/users to the app and highlight app
capabilities.
Task Description:
Maintain the campaign's mobile app through daily and weekly management, maintenance and
measurement.
Responsibilities:
WBC shall:
a. Update content as appropriate
b. Manage the hosting of the mobile app platform
c. Develop and/or update and produce one promotional flyer and one additional collateral
piece for community distribution in hard copy and digitally
Santa Ana shall:
a. Approve app updates, management activities, and promotional support materials
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in October 2019.
TASK 4-13: S4 MOBILE APP DEVELOPMENT & PROMOTION (SPRING 2020)
Objective:
Update, manage, maintain and track the campaign's mobile app content, platform and
performance 24/7 in accordance with approved processes and protocols. In addition, support
promotional efforts that encourage and drive downloads.
Task Description:
Maintain the campaign's mobile app through daily and weekly management, maintenance and
measurement.
Responsibilities:
WBC shall:
a. Update content as appropriate
b. Manage the hosting of the mobile app platform
c. Develop and/or update and produce one promotional flyer and one additional collateral
piece for community distribution in hard copy and digitally
Santa Ana shall:
a. Approve app updates, management activities, and promotional support materials
ii
25B-42
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in April 2020.
TASK 5: S4 SOCIAL MEDIA AND MICROSITE MANAGEMENT & MAINTENANCE
Objective:
Update, manage and maintain the campaign social media channels and the KeepOCSafe.org
microsite technical and content platforms 24/7 during the contract term. Both platforms will
continue to support the campaign's public awareness and engagement activities.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
TASK 5-A: S4 SOCIAL MEDIA & MICROSITE MANAGEMENT (JULY-SEPT 2019
Objective:
Update, manage and maintain the campaign's social media channels technical and content
platforms 24/7, all in accordance with the approved processes and protocols for each medium.
In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content
platforms. The microsite will continue to support the campaign's public awareness and
engagement activities.
Task Description:
Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily
and weekly content updates, management, maintenance and measurement. This includes, but
is not limited to, content research and updates; social media plan; protocol and tracking; and
measurements of impressions and website traffic. Create and implement at least one Final Cut
Pro or other video/photo presentation.
Host, maintain and refresh the KeepOCSafe.org microsite through weekly and monthly
technical and content platform updates. These include, and are not limited to, event and
backpack display schedules, photos, media coverage, link updates and more.
Responsibilities:
WBC shall:
a. Share content including, but not limited to, videos, graphics, links and photos, via the
campaign's Twitter, Instagram and YouTube platforms a minimum of 10 times a week
12
25B-43
b. Develop and produce one video with approval from the Steering Committee.
c. Host the KeepOCSafe.org microsite.
d. Manage one technical and content microsite platform update a month.
e. Manage the weekly and monthly reporting of campaign measurement
Santa Ana shall:
a. Approve microsite updates and management activities, along with social media platform
elements.
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in September 2019.
TASK 5-13: S4 SOCIAL MEDIA & MICROSITE MANAGEMENT (OCT-DEC 2019)
Objective:
Update, manage and maintain the campaign's social media channels technical and content
platforms 24/7, all in accordance with the approved processes and protocols for each medium.
In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content
platforms. The microsite will continue to support the campaign's public awareness and
engagement activities.
Task Description:
Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily
and weekly content updates, management, maintenance and measurement. This includes, but
is not limited to, content research and updates; social media plan; protocol and tracking; and
measurements of impressions and website traffic. Create and implement at least one Final Cut
Pro or other video/photo presentation.
Host and maintain the KeepOCSafe.org microsite through weekly and monthly technical and
content platform updates. These include, and are not limited to, event and backpack display
schedules, photos, media coverage, link updates and more.
Responsibilities:
WBC shall:
a. Share content including, but not limited to, videos, graphics, links and photos, via the
campaign's Twitter, Instagram and YouTube platforms a minimum of 10 times per week.
b. Develop and produce one video with approval from the Steering Committee.
c. Host the KeepOCSafe.org microsite.
d. Manage one technical and content microsite platform update a month.
e. Manage the weekly and monthly reporting of campaign measurement
Santa Ana shall:
a. Approve microsite updates and management activities, along with social media platform
elements.
13
25B-44
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in December 2019.
TASK 5-C: S4 SOCIAL MEDIA & MICROSITE MANAGEMENT (JAN-MAR 2020
Objective:
Update, manage and maintain the campaign's social media channels technical and content
platforms 24/7, all in accordance with the approved processes and protocols for each medium.
In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content
platforms. The microsite will continue to support the campaign's public awareness and
engagement activities.
Task Description:
Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily
and weekly content updates, management, maintenance and measurement. This includes, but
is not limited to, content research and updates; social media plan; protocol and tracking; and
measurements of impressions and website traffic. Create and implement at least one Final Cut
Pro or other video/photo presentation.
Host and maintain the KeepOCSafe.org microsite through weekly and monthly technical and
content platform updates. These include, and are not limited to, event and backpack display
schedules, photos, media coverage, link updates and more.
Responsibilities:
WBC shall:
a. Share content including, but not limited to, videos, graphics, links and photos, via the
campaign's Twitter, Instagram and YouTube platforms a minimum of 10 times per week.
b. Develop and produce one video with approval from the Steering Committee.
c. Host the KeepOCSafe.org microsite.
d. Manage one technical and content microsite platform update a month.
e. Manage the weekly and monthly reporting of campaign measurement
Santa Ana shall:
a. Approve microsite updates and management activities, along with social media platform
elements.
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in March 2020.
TASK 5-D: S4 SOCIAL MEDIA & MICROSITE MANAGEMENT (APR-JUN 2020)
Objective:
Update, manage and maintain the campaign's social media channels technical and content
platforms 24/7, all in accordance with the approved processes and protocols for each medium.
14
25B-45
In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content
platforms. The microsite will continue to support the campaign's public awareness and
engagement activities.
Task Description:
Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily
and weekly content updates, management, maintenance and measurement. This includes, but
is not limited to, content research and updates; social media plan; protocol and tracking; and
measurements of impressions and website traffic. Create and implement at least one Final Cut
Pro or other video/photo presentation.
Host and maintain the KeepOCSafe.org microsite through weekly and monthly technical and
content platform updates. These include, and are not limited to, event and backpack display
schedules, photos, media coverage, link updates and more.
Responsibilities:
WBC shall:
a. Share content including, but not limited to, videos, graphics, links and photos, via the
campaign's Twitter, Instagram and YouTube platforms a minimum of 10 times per week.
b. Develop and produce one video with approval from the Steering Committee.
c. Host the KeepOCSafe.org microsite.
d. Manage one technical and content microsite platform update a month.
e. Manage the weekly and monthly reporting of campaign measurement
Santa Ana shall:
a. Approve microsite updates and management activities, along with social media platform
elements.
Completion Criteria:
The task is considered complete upon the completion of deliverables and when the Santa Ana
Project Manager signs the task completion letter in June 2020.
TASK 6: S4 MATERIALS & RESOURCES
Objective:
Develop, produce and update campaign collateral and resource materials for use in all
programming as appropriate.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
15
25B-46
TASK 6-A: S4 COLLATERAL MATERIALS
Objective:
Develop, produce and update campaign collateral materials for use in all programming as
appropriate.
Task Description:
Manage the design, drafting, production and distribution of collateral materials in support of the
S4 campaign initiatives. The materials that will be produced are:
a. Updated S4 Consumer Handout: 2,000 total quantity
b. Updated S4 Color Sheets: 2,000 total quantity
c. Updated Branded PSA Posters: 1,000 total quantity
d. New handout for organizations addressing the Run, Hide, Fight messaging: 2,000 total
quantity
e. New handout — threat indicators: 2,000 total quantity
Responsibilities:
WBC shall:
a. Develop all materials and seek approvals from the Steering Committee
b. Produce materials in accordance with Steering Committee approvals
Santa Ana shall:
a. Approve the collateral material elements.
Completion Criteria:
This task is considered complete upon delivery of the collateral materials and when the Santa
Ana Project Manager signs the task completion letter. Completion is planned to occur by
November 2019.
TASK 6-B: S4 RESOURCE MATERIALS
Objective:
Develop, produce and update campaign resource materials for use in all programming as
appropriate.
Task Description:
Manage the design, drafting, production and distribution of resource materials in support of the
S4 campaign initiatives. The resource materials that will be produced are:
a. Organizational Trauma Response Kit: 75 total quantity.
b. S4 Additional Promotional Item (e.g. branded wristbands, indicator booklets, campaign
stickers and bookmarks): 1,000 total quantity.
Responsibilities:
WBC shall:
a. Develop all materials and seek approvals from the Steering Committee.
b. Produce materials in accordance with Steering Committee approvals.
Santa Ana shall:
25B-47
16
a. Approve the resource material elements.
Completion Criteria:
This task is considered complete upon delivery of the collateral materials and when the Santa
Ana Project Manager signs the task completion letter. Completion is planned to occur by
November 2019.
TASK 7: S4 CITIZENS, COMMUNITY OUTREACH & PRESENTATIONS
Objective:
Continue to conduct community and citizens' outreach to secure the campaign's presence at
events, via the giant red backpack display and/or through any additional Project Manager -
approved promotional element at venues to build on the existing awareness of the campaign.
Task Description:
See sub -tasks for specifics.
Responsibilities:
See sub -tasks for specifics.
Completion Criteria:
This task is considered complete when all budgeted sub -tasks have been completed in their
respective entirety.
TASK 7-A: S4 CITIZENS, COMMUNITY OUTREACH & PRESENTATIONS (JULY-SEPT
2019)
Objective:
Continue to conduct community and citizens' outreach to secure the campaign's presence at
events via installation of the giant red backpack or comparable approved promotional display
and through program -branded materials/signage (ex. T-stands, flyers, posters, signs, window
clings, etc.) that are customized and hand -delivered to select countywide venues, community
events or facilities. The aim for all outreach is to build on existing awareness campaign
awareness. Also, give presentations to key groups and government agency partners to keep
them abreast of KeepOCSafe activities and available resources.
Task Description:
Secure a minimum of 5 total venues/events for displays, with a minimum of two displaying the
red backpack display. Also, make and maintain contact with key partners with offers to give
presentations about KeepOCSafe.
Activities include:
a. Master Community & Citizen Events Calendar — create and manage a master annual
calendar for all display installation and materials distribution. This includes research and
venue/event solicitation for the campaign.
b. Display Installation and Management — handle all display logistics for at least two
backpack installations.
17
c. Materials Distribution & Management — handle all materials distribution and
management for a minimum of 3 total sites/facilities.
d. Manage the weekly and monthly reporting of campaign outreach metrics.
Responsibilities:
WBC shall:
a. Develop the outreach and seek plan approval from the ROC Steering Committee.
b. Execute the outreach in accordance with the approved plan.
c. Identify and secure appropriate opportunities to update key groups on campaign.
d. Update outreach community outreach metrics.
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of
upcoming events will incur upfront logistics and event fees. Completion is planned for
September 2019.
TASK 7-13: S4 CITIZENS, COMMUNITY OUTREACH & PRESENTATIONS (OCT-DEC
2019
Objective:
Continue to conduct community and citizens' outreach to secure the campaign's presence at
events and or display of the giant red backpack or another promotional element at venues
through the development and extension of promotional partners to build on the existing
awareness of the campaign. Also, give presentations to key groups and government agency
partners to keep them abreast of KeepOCSafe activities and available resources.
Task Description:
Secure a minimum of 5 total venues/events for displays, with a minimum of two displaying the
red backpack display.
Activities include:
a. Master Community & Citizen Events Calendar— create and manage a master annual
calendar for all display installation and materials distribution. This includes research and
venue/event solicitation for the campaign.
b. Display Installation and Management — handle all display logistics for at least two
backpack installations.
c. Materials Distribution & Management — handle all materials distribution and
management for a minimum of three total sites/facilities.
d. Manage the weekly and monthly reporting of campaign outreach metrics.
Responsibilities:
WBC shall:
25B-49
18
a. Develop the outreach and seek plan approval from the ROC Steering Committee.
b. Execute the outreach in accordance with the approved plan.
c. Identify and secure appropriate opportunities to update key groups on campaign.
e. Update outreach community outreach metrics.
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of
upcoming events will incur upfront logistics and event fees. Completion is planned for
December 2019.
TASK 7-C: S4 CITIZENS, COMMUNITY OUTREACH & PRESENTATIONS (JAN-MAR
2020
Objective:
Continue to conduct community and citizens' outreach to secure the campaign's presence at
events and or display of the giant red backpack or another promotional element at venues
through the development and extension of promotional partners to build on the existing
awareness of the campaign. Also, give presentations to key groups and government agency
partners to keep them abreast of KeepOCSafe activities and available resources.
Task Description:
Secure a minimum of 5 total venues/events for displays, with a minimum of two displaying the
red backpack display.
Activities include:
a. Master Community & Citizen Events Calendar — create and manage a master annual
calendar for all display installation and materials distribution. This includes research and
venue/event solicitation for the campaign.
b. Display Installation and Management — handle all display logistics for at least two
backpack installations.
c. Materials Distribution & Management — handle all materials distribution and
management for a minimum of three total sites/facilities.
d. Manage the weekly and monthly reporting of campaign outreach metrics.
Responsibilities:
WBC shall:
a. Develop the outreach and seek plan approval from the ROC Steering Committee.
b. Execute the outreach in accordance with the approved plan.
c. Identify and secure appropriate opportunities to update key groups on campaign.
e. Update outreach community outreach metrics.
19
25B-50
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of
upcoming events will incur upfront logistics and event fees. Completion is planned for March
2020.
TASK 7-D: S4 CITIZENS, COMMUNITY OUTREACH & PRESENTATIONS (APR-JUN 2020)
Objective:
Continue to conduct community and citizens' outreach to secure the campaign's presence at
events and or display of the giant red backpack or another promotional element at venues
through the development and extension of promotional partners to build on the existing
awareness of the campaign. Also, give presentations to key groups and government agency
partners to keep them abreast of KeepOCSafe activities and available resources.
Task Description:
Secure a minimum of 5 total venues/events for displays, with a minimum of two displaying the
red backpack display.
Activities include:
a. Master Community & Citizen Events Calendar— create and manage a master annual
calendar for all display installation and materials distribution. This includes research and
venue/event solicitation for the campaign.
b. Display Installation and Management — handle all display logistics for at least two
backpack installations.
c. Materials Distribution & Management — handle all materials distribution and
management for a minimum of 3 total sites/facilities.
d. Manage the weekly and monthly reporting of campaign outreach metrics.
Responsibilities:
WBC shall:
a. Develop the outreach and seek plan approval from the ROC Steering Committee.
b. Execute the outreach in accordance with the approved plan.
c. Identify and secure appropriate opportunities to update key groups on campaign.
Santa Ana shall:
a. Approve plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the calendared event outreach and
when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of
upcoming events will incur upfront logistics and event fees. Completion is planned for June
2020.
20
25B-51
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