HomeMy WebLinkAbout25A - AGMT - WEBSITE MAINT AND COMM SRVS FOR EMERGENCY PREPAREDNESSREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
NOVEMBER 7, 2011
TITLE:
AGREEMENT WITH WESTBOUND
COMMUNICATIONS FOR WEB-
SITE MAINTENANCE AND
COMMUNICATION SERVICES FOR
EMERGENCY PREPAREDNESS
(UASI FUNDED)
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Gam.
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CITY MANAGER
RECOMMENDED ACTION
CLERK OF COUNCIL USE ONLY:
APPROVED
? As Recommended
? As Amended
? Ordinance on 1stReading
? Ordinance on 2"d Reading
? Implementing Resolution
? Set Public Hearing For
CONTINUED TO
FILE NUMBER
Authorize the City Manager and the Clerk of the Council to execute the attached agreement with
Westbound Communications, subject to non-substantive changes approved by the City Manager
and City Attorney in an amount not to exceed $150,000.
DISCUSSION
The United States Department of Homeland Security, Office of Grants and Training has
developed the Urban Areas Security Initiative (UASI) funding program. UASI provides funds to
local emergency first responders to enhance security and overall preparedness to prevent,
respond to, and recover from acts of terrorism. The grant specifically provides funding for anti-
terrorism/all-hazards equipment, planning, training, and exercises. Santa Ana has been
designated as an UrbanAreaCoreCity for the eighth year. The City of Anaheim has fiscal
responsibility for the FY10 UASI grant for the Santa Ana / Anaheim Urban Area which
encompasses the 34 jurisdictions in Orange County.
In FY2009, the Santa Ana Police Department accepted the winning bid submitted by Westbound
Communications and entered into an agreement to provide various web-based and multi-media
communications and marketing services. This agreement is Phase III of a continuing marketing /
public awareness campaign to provide emergency preparedness information to the citizens of the
Santa Ana / Anaheim Urban Area.
With oversight by the Santa Ana Police Department Homeland Security Division, Westbound will
continue to expand and update the current ReadyOC website. From agreement inception until
completion of the Statement of Work (Exhibit A), Westbound Communications will plan and
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Agreement with Westbound Communication
November 7, 2011
Page 2
execute several multi-media events, expand outreach into social media venues, and continue a
core advisory and business partnership group to provide oversight. The goal of this agreement is
to encourage Orange County residents to become prepared, aware, pro-active and involved
within their respective communities. A 10 percent contingency has been included in the award
amount for unforeseen planning activities and ongoing maintenance.
FISCAL IMPACT
Funds are available in the FY 2010 UASI Grant fund account (no.12514491-62300, Activity
11424001186, Account Category 3492).
APPROVED AS TO FUNDS AND ACCOUNTS:
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Paul M. Walters
Chief of Police
Police Department
A -?'\ k- . -?' \? ;?? _. _ i4
Francisco Gutierrez P'
Executive Director
Finance & Mgmt. Services Agency
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CONSULTANT AGREEMENT
THIS AGREEMENT is made and entered into this 3?d day of October, 2011 by and between Westbound
Communications, Inc. (hereinafter "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
(hereinafter "City").
RECITALS
A. City, acting through the Santa Ana Police Department in its capacity as the
Core City for the Santa Ana Urban Area under the FY10 Urban Areas
Security Initiative, has applied for, received and accepted a grant from the
Federal Department of Homeland Security, Office of Domestic Preparedness,
through the State of California, Emergency Management Agency, to enhance
countywide emergency preparedness, hereinafter referred to as "the Grant."
B. The City desires to retain a consultant having special skill and knowledge in
the field of professional Web Site and promotional communications services.
C. Consultant represents that it is able and willing to provide such services to the City and has
the necessary skills and experience to do so.
D. Consultant has submitted a Proposal which identifies the scope, tasks and general time lines
for providing the services and the costs thereof.
E. In undertaking the performance of this Agreement, Consultant represents that
it is knowledgeable in its field and that any services performed by Consultant under this
Agreement will be performed in compliance with such standards as may reasonably be
expected from a professional consulting firm in the field.
NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms
and conditions hereinafter set forth, the parties agree as follows:
1. SCOPE OF SERVICES
Consultant shall continue to provide web site enhancement and hosting services, as well as
promotional services for the ReadyOC (ROC) Emergency Preparedness Campaign, as set forth in
Exhibit A attached to this Agreement.
The parties anticipate that additional planning meetings, training and exercises will be planned
and executed during the term of this Agreement. The City Manager and/or Chief of Police for the City
of Santa Ana are hereby authorized to approve such additional meetings, training and exercises, in
writing, as they determine will fulfill the objectives of the Grant.
2. COPYRIGHT
Except as otherwise provided in the terms and conditions of this Agreement, Consultant may
copyright any books, publications or other copyrightable materials developed in the course of or under
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this Agreement. However, the federal awarding agency, State Administrative Agency (SAA) and City
reserve a royalty-tree, non-exclusive, and irrevocable license to reproduce, publish or otherwise use, and
to authorize others to use, for federal government, SAA and/or City purpose:
(1) the copyright in any work developed through this agreement; and
(?) any rights of copyright to which the subcontractor purchases ownership with support through
this grant. The Federal government's, SAA's and City's rights identified above must be
conveyed to the publisher and the language of the publisher's release form must ensure the
preservation of these rights.
3. COMPENSATION
a. City agrees to pay, and Consultant agrees to accept as total payment for its services, the rates
and charges identified in Exhibit A. The total sum to be expended under this Agreement shall not exceed
$150,000.00 during the term of this Agreement.
b. Out of pocket expenses, including mileage, copies and phone, will be billed
separately on the first of each month, for the preceding month. Expenses that individually exceed $500,
or aggregate $1,000 in any one month, will require prior written approval of City.
c. Payment by City shall be made within thirty (30) days following receipt of
proper invoice evidencing work performed as set forth in Exhibit A, subject to City accounting
procedures. Payment need not be made for work which fails to meet the standards of performance set
for in the Recitals which may reasonably be expected by City.
4. TERM
This Agreement shall commence on the date first written above and terminate on satisfactory
completion of all services pursuant to this Agreement, unless terminated earlier in accordance with
Section 13, below.
5. INDEPENDENT CONTRACTOR
Consultant shall, during the entire tern of this Agreement, be construed to be an independent
contractor and not an employee of the City. This Agreement is not intended nor shall it be construed to
create and employer-employee relationship, a joint venture relationship, or to allow the City to exercise
discretion or control over the professional manner in which Consultant performs the services which are
the subject matter of this Agreement; however, the services to be provided in a manner consistent with
all applicable standards and regulations governing such services. Consultant shall pay all salaries and
wages, employer's social security taxes, unemployment insurance and similar taxes relating to
employees and shall be responsible for all applicable withholding taxes.
INSURANCE
Prior to undertaking performance of work under this Agreement, Consultant shall
maintain and shall require its subcontractors, if any, to obtain and maintain insurance as described
below:
a. Commercial General Liability Insurance. Consultant shall maintain commercial general
liability insurance naming the City, its officers, agents, volunteers, and employees as additional
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insured(s) and shall include, but not be limited to protection against claims arising from bodily and
personal injury, including death resulting there from and damage to property, resulting from any covered
act or occurrence arising out of Consultant's operations in the performance of this Agreement. The
amounts of insurance shall be not less than the following: single limit coverage applying to bodily and
personal injury, including death resulting there from, and property damage, in the total amount of
$1,000,000 per occurrence. Consultant shall supply City with a fully executed additional insured
endorsement to be approved in form by the City Attorney.
b. Worker's Compensation Insurance. In accordance with the provisions of Section 3300 of the
Labor Code, Consultant, if Consultant has any employees, is required to be insured against liability for
worker's compensation or to undertake self-insurance. Prior to commencing the performance of the
work under this Agreement, Consultant agrees to obtain and maintain any employer's liability insurance
with limits not less than $1,000,000 per accident.
c. Business automobile liability insurance, or equivalent form, with a combined single limit of
not less than $1,000,000 per occurrence. Such insurance shall include coverage for owned, hired and
non-owned automobiles.
d. Professional Liability Insurance. Consultant shall provide professional liability (errors and
omissions) insurance, with a combined single limit of not less than $1,000,000 per claim and not less
than $2,000,000 annual aggregate.
e. The following requirements apply to the insurance to be provided by Consultant pursuant to
this section:
(i) Consultant shall maintain all insurance required above in full force and effect for the
entire period covered by this Agreement.
(ii) Certificates of insurance shall be furnished to the City upon execution of this Agreement
and shall be approved in form by the City Attorney.
(iii) Certificates and policies shall state that the policies shall not be canceled without thirty
(30) days prior written notice to the City. Ten (10) days notice if cancellation is due to
non-payment of premium.
f. If Consultant fails or refuses to produce or maintain the insurance required by this section or
fails or refuses to furnish the City with required proof that insurance has been procured and is in force
and paid for, the City shall have the right, at the City's election, to forthwith terminate this Agreement.
7. INDEMNIFICATION
Consultant agrees to and shall indemnify and hold harmless the City, its officers, agents,
employees, and special counsel from liability for personal injury, damages or just compensation,
restitution. judicial or equitable relief arising out of claims for personal injury, including death, and
claims for property damage, to the extent they arise from the negligent or willful misconduct in the
performance of operations or errors or omissions of the Consultant or its contractors, subcontractors,
agents, employees, or other persons acting on their behalf which relates to the services described in
section I of this Agreement. City may make all reasonable decisions with respect to its representation in
any legal proceeding.
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8. CONFIDENTIALITY
If Consultant receives from the City information which due to the nature of such information is
reasonably understood to be confidential and/or proprietary, Consultant agrees that it shall not use or
disclose such information except in the performance of this Agreement, and further agrees to exercise
the same degree of care it uses to protect its own information of like importance, but in no event less
than reasonable care. "Confidential Information" shall include all nonpublic information. Confidential
information includes not only written information, but also information transferred orally, visually,
electronically, or by other means. Confidential information disclosed to either party by any subsidiary
and/or agent of the other party is covered by this Agreement. The foregoing obligations of non-use and
nondisclosure shall not apply to any information that (a) has been disclosed in publicly available
sources; (b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is in
rightful possession of the Consultant without an obligation of confidentiality (d) is required to be
disclosed by operation of law; or (e) is independently developed by the Consultant without reference to
information disclosed by the City.
9. CONFLICT OF INTEREST CLAUSE
Consultant covenants that it presently has no interests and shall not have interests, direct or
indirect, which would conflict in any manner with performance of services specified under this
Agreement.
10. NOTICE
Any notice, tender, demand, delivery, or other communication pursuant to this Agreement shall
be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or
certified mail, postage prepaid, or sent by telefacsimile or other telegraphic communication in the
manner provided in this Section, to the following persons:
To City: Clerk of the City Council
City of Santa Ana
P.O. Box 1988
Santa Ana, CA 92702-1988
Fax (714) 647-6956
With courtesy copies to:
Santa Ana Police Department
UASI / Homeland Security Division
60 Civic Center Plaza
P.O. Box 1981 (M-18)
Santa Ana, California 92702
Telefacsimile (714) 245-8098
Attn: Brad Hadley
And City Attorney
City of Santa Ana
20 Civic Center Plaza (M-29)
P.O. Box 1988
Santa Ana, CA 92702
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To Consultant: Westbound Communications
Rick Miltenberger
625 The City Drive, Suite 360
Orange, CA 92868
A party may change its address by giving notice in writing to the other party. Thereafter,
communication shall be addressed and transmitted to the new address. If sent by mail, communication
shall be effective or deemed to have bee given three (3) days after it has been deposited in the United
States mail, duly registered or certified, with postage prepaid, and addressed as set forth above. If sent
by telefacsimile, communication shall be effective or deemed to have been given twenty-four (24) hours
after the time set forth on the transmission report issued by the transmitting facsimile machine,
addressed as set forth above. For purposes of calculating these time frames, weekends, federal, state,
County or City holidays shall be excluded.
11. EXCLUSIVITY AND AMENDMENT
This Agreement represents the complete and exclusive statement between the City and
Consultant, and supersedes any and all other agreements, oral or written, between the parties. In the
event of a conflict between the terms of this Agreement and any attachments hereto, the terms of this
Agreement shall prevail. This Agreement may not be modified except by written instrument signed by
the City and by an authorized representative of Consultant. The parties agree that any terms or
conditions of any purchase order or other instrument that are inconsistent with, or in addition to, the
terms and conditions hereof, shall not bind or obligate Consultant nor the City. Each party to this
Agreement acknowledges that no representations, inducements, promises or agreements, orally or
otherwise, have been made by any party, or anyone acting on behalf of any party which are not
embodied herein.
12. ASSIGNMENT
Inasmuch as this Agreement is intended to secure the specialized services of Consultant,
Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written
consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior
written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit
the City's ability to have any of the services which are the subject to this Agreement performed by City
personnel or by other consultants retained by City.
13. TERMINATION
This Agreement may be terminated by the City upon thirty (30) days written notice of
termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant
compensation for all services performed by Consultant prior to receipt of such notice of termination,
subject to the following conditions:
a. As a condition of such payment, the Executive Director may require Consultant to deliver to
the City all work product completed as of such date, and in such case such work product shall be the
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property of the City unless prohibited by law, and Consultant consents to the City's use thereof for such
purposes as the City deems appropriate.
b. Payment need not be made for work that fails to meet the standard of performance specified in
the Recitals of this Agreement.
14. DISCRIMINATION
Consultant shall not discriminate because of race, color, creed, religion, sex, marital status,
sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable
law, in the recruitment, selection, training, utilization, promotion, termination or other employment
related activities. Consultant affirms that it is an equal opportunity employer and shall comply with all
applicable federal, state and local laws and regulations.
15. JURISDICTION - VENUE
This Agreement has been executed and delivered in the State of California and the validity,
interpretation, performance, and enforcement of any of the clauses of this Agreement shall be
determined and governed by the laws of the State of California. Both parties further agree that Orange
County, California, shall be the venue for any action or proceeding that may be brought or arise out of,
in connection with or by reason of this Agreement.
16. PROFESSIONAL LICENSES
Consultant shall, throughout the term of this Agreement, maintain all necessary
licenses, permits, approvals, waivers, and exemptions necessary for the provision of the services
hereunder and required by the laws and regulations of the United States, the State of California, the City
of Santa Ana and all other governmental agencies. Consultant shall notify the City immediately and in
writing of its inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions.
Said inability shall be cause for termination of this Agreement.
17. CONSULTANT CERTIFICATIONS/FEDERAL REQUIREMENTS
a. Audit Records - With respect to all matters covered by this agreement all records shall
be made available for audit and inspection by the City, the grant agency and/or their duly authorized
representatives for a period of three (3) years from the termination of this Agreement.
For a period of three years after final delivery hereunder or until all claims related to
this Agreement are finally settled, whichever is later, Consultant shall preserve and maintain all
documents, papers and records relevant to the services provided in accordance with this
Agreement, including the Attachments hereto. For the same time period, Consultant shall make said
documents, papers and records available to City and the agency from which City received grant funds
or their duly authorized representative(s), for examination, copying, or mechanical reproduction on
or off the premises of Consultant, upon request during usual working hours.
b. Consultant shall provide to City all records and information requested by City for
inclusion in quarterly reports and such other reports or records as City may be required to
provide to the agency from which City received grant funds or other persons or agencies.
C. Section 504 of the Rehabilitation Act of 1973 (Handicapped) - All recipients of
federal funds must comply with Section 504 of the Rehabilitation Act of 1973 (The Act).
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Therefore, the federal funds recipient pursuant to the requirements of The Act hereby gives
assurance that no otherwise qualified handicapped person shall, solely by reason of handicap be
excluded from the participation in, be denied the benefits of or be subject to discrimination,
including discrimination in employment, in any program or activity that receives or benefits from
federal financial assistance. The Consultant agrees it will ensure that requirements of The Act shall
be included in the agreements with and be binding on all of its contractors, subcontractors, assignees
or successors.
d. Americans with Disabilities Act of 1990 - (ADA) Consultant must comply with all
requirements of the Americans with Disabilities Act of 1990 (ADA), as applicable.
e. Political Activity - None of the funds, materials, property, or services provided
directly or indirectly under this agreement shall be used for any partisan political activity, or to
further the election or defeat of any candidate for public office, or otherwise in violation of the
provisions of the "Hatch Act."
f. Civil Rights Compliance and Notification of Findings - Consultant will comply, and
all its contractors (or subrecipients) will comply, with the nondiscrimination requirements of the
Omnibus Crime Control and Safe Streets Act of 1968, as amended, 42 USC 3789 (d), or Victims
of Crime Act (as appropriate); Title VI of the Civil Rights Act of 1964, as amended; Section 504
of the Rehabilitation Act of 1964, as amended; Subtitle A, Title 11 of the Americans with Disabilities
Act (ADA) (1990); Title IX of the Education Amendments of 1972; the Age Discrimination Act
of 1975; Department of Justice Non-Discrimination Regulations, 28 CFR Part 42, Subparts C,
D, E, and G; and Department of Justice regulations on disability discrimination, 28 CFR Part
35 and 39. In the event a Federal or State court, Federal or State administrative agency, or the
Consultant makes a finding of discrimination after a due process hearing on the grounds of race,
color, religion, national origin, sex, or disability against a recipient of funds, the Consultant will
forward a copy of the findings to the City which will, in turn, submit the findings to the Office
of Civil Rights, Office of Justice Programs, U.S. Department of Justice.
g. Consultant will comply, and all its contractors (or subrecipients) will comply, with all
requirements of the Executive Order 11246 of September 24, 1965, entitled "Equal Employment
Opportunity," as amended by Executive Order 11375 of October 13, 1967, and as supplemented in
Department of Labor regulations (41 CFR chapter 60), as applicable.
h. Consultant will comply, and all its contractors (or subrecipients) will comply, with all
requirements of the Copeland "Anti-Kickback" Act (18 U.S.C. 874) as supplemented in Department
of Labor regulations (29 CFR Part 3), as applicable.
L Consultant will comply, and all its contractors (or subrecipients) will comply, with all
requirements of the Davis-Bacon Act (40 U.S.C. 276a to 276a-7) as supplemented by Department of
Labor regulations (29 CFR Part 5), as applicable.
j. Consultant will comply, and all its contractors (or subrecipients) will comply, with all
requirements of Sections 103 and 107 of the Contract Work and Safety Standards Act (40 U.S.C. 327-
330) as supplemented by Department of Labor regulations (29 CFR Part 5), as applicable.
k. Consultant will comply, and all its contractors (or subrecipients) will comply, with all
applicable standards, orders or requirements issued under Section 306 of the Clean Air Act (42 U.S.C.
1857(h)), Section 508 of the Clean Water Act (33 U.S.C. 1368), Executive Order 11738, and the
Environmental Protection Agency regulations (40 CFR part 15), as applicable.
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I. Consultant will comply, and all its contractors (or subrecipients) will comply, with all
requirements of the Energy Policy and Conservation Act (Pub. L.. 94-163, 89 Stat. 871), (53 FR 8078,
8087, Mar. 1 1, 1988, as amended at 60 FR 19639, 19645, Apr. 19, 1995), as applicable.
m. Consultant, and all of its contractors (or subrecipients), shall retain all required records
for three years after grantees or subgrantees make final payments and all other pending matters
are closed.
18. MISCELLANEOUS PROVISIONS
a. Each undersigned represents and warrants that its signature herein below has the power,
authority and right to bind their respective parties to each of the terms of this Agreement, and shall
indemnify City fully. including reasonable costs and attorney's fees, for any injuries or damages to City
in the event that such authority or power is not, in tact, held by the signatory or is withdrawn.
b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth
in the body of this Agreement.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year
first above vvrittcn.
AT' IJ :ST:
CITY OF SANTA ANA
MARIA HUIZAR
Clerk ofthe Council
APPROVED AS TO FORM:
OFFICL: OF 'I'IL CITY ATTORNEY
eE ESA JUDDAssistant City A ney
PAU.:L M. WALTERS
Interim City Manager
WESTBOUND COMMUNICATIONS, INC.
RICK NlIf.-I"FNBFRGI.'.'R
Senior Vice President
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EXHIBIT A
ReadyOC FYI 0 Budget: Q4 2011
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 (hereinafter ROC) Emergency
Preparedness Campaign. 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:
o ROC Web Site Management
o Site content updating
o Social media content updating
o Site optimization
o Site maintenance
o ROC Advertising and Promotional Communications
o Paid radio advertising
o Social media outreach
o Broadcast news promotions
o Media/corporate promotions
o Publicity services
o Marketing Support for ROC Program
o Multimedia production and outreach
o Faith-based and citizen 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 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
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• 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 ROC involved staff and coordinate ROC 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.
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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.
Task 1: ROC Phase 4 Initiation S Marketina Road Map
Objective:
Establish formal road map marketing plan and project schedules while continuing efforts to
maintain and bridge ongoing activities from Phase 3 (under the FY09 Budget).
Task Description:
Develop, refine, review and approve plan for all Phase 4 initiatives, including the marketing
plan and project schedule. This also includes bridging activities from Phase 3 to maintain
campaign momentum, integrity and continuity. Activities include:
a. Phase 4 Launch Meetings - conduct meetings with Santa Ana Project Manager and
ROC Steering Committee to outline strategies and recommendations for Phase 4 and to
get approval to proceed with Phase 4 Road Map.
b. Phase 4 Marketing Road Map - develop 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 50-60 slide PowerPoint deck plan that details all strategic goals
and programming.
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 control
and administrative procedures (change orders, approval processes, etc.) and
documents.
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. Planned completion
will be in the fourth quarter (Q4) of 2011.
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Task 2: Promise to Prepare (P2P) Promotion Push
Objective:
Extend and maintain momentum of P2P program and push. The emphasis will be on strong
public outreach presence and marketplace exposure in the fourth quarter of 2011, extending
into early 2012. Included will be a refinement and subtle but vital shift in the P2P messaging
platform from a goal of securing "100,000" promises to "1 in 20 OCers" having taking a step to
get prepared.
Task Description:
The promotion includes the ongoing public pronouncement that ROC will to achieve promises
to prepare from OC residents, businesses and community members.
Task 2-A: ROC Smartphone App Platform Expansion & Promotion
Objective:
Continue to refine the ROC smartphone application (now available on iTunes) and platform,
including expanding the format to Droid and other applicable smartphone systems. In addition,
create and execute a promotional program to generate app exposure, downloads and use, as
well as drive public endorsements/feedback that will assist in developing future features and
improvements.
Task Description:
The program includes the following activities:
a. iPhone App Enhancements - work to enhance existing application, including features
updates, technical platform refinements, etc.
b. Platform Extension - pursue development of Droid and other platforms that extend app
availability for a broader range of smartphones.
c. App Promotion Plan & Program - develop and implement plan to promote the
availability of the app and to drive downloads. The program will include a mix of
publicity, advertising, video, website, social media and other offline and online
marketing elements.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan and program 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. Planned completion
and implementation will be completed in Q4 2011.
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Task 2-13: Clear Channel 4th Quarter Promotion (English & Spanish)
Objective:
Develop and implement an expanded month-long radio promotional campaign leveraging the
success of the Fall 2011 initiative. The program will include on-air spots, public service show
interviews, scheduled on-air DJ chatter, on-air remote promotions, online promotions/adlets,
etc., with specific emphasis on the Promise to Prepare campaign and message.
Task Description:
The use of popular radio stations and their on-air personalities will effectively reach Orange
County residents of varying backgrounds. By working with a radio syndicate such as Clear
Channel (particularly the KITS FM, KOST 103.7 and KSBR 98.7 stations), ReadyOC messages
will be aired on multiple stations to reach mainstream as well as more specific segments of the
population. On-air and online promotions will be developed and implemented to attract and
promote emergency preparedness. Importantly, this effort will expand on previously successful
promotions through Clear Channel through a broader reach that will include at least one
Spanish language station with a high level of Orange County listenership. Activities will
include:
a. Plan Development & Review - working with Clear Channel, a plan will be developed
and implemented for a promotional period to take place within Q4 2011. The plan will
consist of both on-air and online outreach components.
b. Coordination of Advertising and Online Promotions - work directly with radio partner on
the management of the promotional period, developing copy for advertising spots,
public service announcements, completing air checks, securing data from the online
components, and reporting results to the Steering Committee.
c. Summary Report of Online Outreach - analyze data of registered "click-throughs" from
the radio websites to ReadyOC and monitoring the number of promises to prepare that
come as a result of the radio promotion. A final report will be prepared and delivered to
the Steering Committee.
Responsibilities:
WBC shall:
a. Develop the promotion and seek plan approval from the ROC Steering Committee
b. Execute the promotion in accordance with the approved plan
Santa Ana shall:
a. Approve the plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the promotional period. Completion is
planned for the end of Q4 2011.
Task 2-C: "The Gift of Preparedness" Promotion
Objective:
Create and execute a holiday-time emergency preparedness promotion centered around
giving "The Gift of Preparedness" (this program could potentially extend beyond the holiday
25A-15
season). Orange County residents, schools, businesses and more will be encouraged to give
the gift of preparedness to themselves and others during the holiday as a way to make good
on stated commitments to Promise to Prepare. The program will feature ROC/P2P messaging
and kit items (ex. premium emergency kit) that will be promoted/distributed through seasonal
activities (ex. holiday event auctions), community events, the website, the ReadyOC app and
more.
Task Description:
Handle all aspects of programming, materials development and distribution. Broadly, elements
are envisioned to include the following:
a. Holiday Promotion Plan - develop a formalized plan that defines objectives, strategies
and tactics for the program.
b. Holiday Event Auctions - identify, select and pursue holiday-time events that feature
live and/or silent auctions where ROC will place "higher end" emergency preparedness
items (ex. premium survival kit) for auction.
c. Major Retail Holiday Events - identify and pursue a select number of large scale holiday
events at major regional shopping centers (ex. South Coast Plaza, The Shops at
Mission, etc.) to promote ROC and giving the gift of preparedness. This can include
distributing branded ROC items (such as a self-charging flashlight) as "stocking stuffers"
or other holiday gift.
d. ROC Branded Self-Charging Flashlight - acquire and distribute up to 5,000 self-
charging flashlights for distribution at holiday events and community events, with an
initial emphasis tied into giving the gift of preparedness.
Responsibilities:
WBC Shall:
a. Develop the promotion and seek plan approval from the ROC Steering Committee
b. Execute the promotion in accordance with the approved plan
Santa Ana shall:
a. Approve the plan and promotional elements
Completion Criteria:
This task is considered complete upon the completion of the promotional period. Completion is
planned for the end of Q4 2011.
Task 2-D: Promise to Prepare Publicity Outreach
Objective:
Develop and implement 2-3 formalized story pitches that drive earned editorial coverage in
targeted media.
Task Description:
The emphasis of this effort will be to develop and implement a plan to secure major editorial
stories within regional print, broadcast and/or online media.
25A-16
Sample media outlets might include the Orange County Register, Good Day LA, KTLA
Morning News, La Opinion, Telemundo, OC Metro, and others. Activities include creating,
pitching and securing 2-3 stories to print and broadcast press that reach OC readers, listeners
and/or viewers
Completion Criteria:
This task is considered complete upon the completion of the outreach period. Completion
coincides with the end of Q4 2011.
Task 3: `See Something, Say Something' Marketing Road Map & Materials
Objective:
Develop ReadyOC-based marketing plan and materials for Orange County based on the
Department of Homeland Security's priority national public awareness campaign, "If You See
Something, Say Something." The program will be designed to raise public awareness of
indicators of terrorism and violent crime in the region, and to emphasize the importance of
reporting suspicious activity to the area's proper authorities.
Task Description:
Develop and secure approval of the plan for all See/Say activities, including the marketing plan
and project schedule. Activities include:
a. See/Say Planning Meetings - conduct meetings with Santa Ana Project Manager and
ROC Steering Committee to outline strategies and recommendations for the ROC
See/Say initiative.
b. See/Say Marketing Road Map - develop comprehensive marketing communications
and promotions plan detailing strategies, objectives, tasks, schedules and metrics for all
See/Say activities, ensuring synergy and alignment with broader ROC initiatives and
messaging. Actual program implementation will be under separate contract.
c. See/Say Materials - develop and complete collateral such as a fact sheet, flyer, display
advertising design and other appropriate materials to be ready for distribution under
separate contract.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the ROC Steering Committee
Santa Ana shall:
b. Approve plan and collateral materials
Completion Criteria:
This task is considered complete upon the completion of the proposal. Completion is planned
midway through Q4 2011.
25A-17
Task 4: Website & Social Media Platform Refresh
Objective:
Review, recommend and pursue platform updates for the readyoc.org website and social
media platforms to expand and extend technical capabilities for improved user experience and
functionality.
This includes recommendations and options for a website design/content organization refresh.
Also included will be developing and implementing ongoing website and social media content,
maintenance and management activities.
Task Description:
Handle all aspects of the website and social media content updates, site optimization, site
maintenance and site management needs. Activities include:
a. Website Refresh - conduct and implement a full website fresh to be implemented in
calendar year 2012 that encompasses design, content and technical platform
enhancements and updates/refinements to: accommodate increasing site traffic levels;
support further interactivity and functionality; and extend capabilities to meaningfully
connect with hundreds of thousands of OCers.
b. Website Content Updates, Management & Maintenance - develop and implement 24/7
website content, maintenance and management activities and support during Q4 2011.
This includes handling all aspects of website updates, site optimization, site
maintenance, site management and site metrics/reporting needs in accordance with
ROC approved processes and protocols.
c. Social Media Content Updates, Management & Maintenance - develop and monitor
24/7 social media content as well as manage platforms for ROC Twitter, Facebook,
Linkedln and YouTube channels, all in accordance with the approved processes and
protocols for each medium.
Responsibilities:
WBC shall:
a. Develop the initiative and seek plan approval from the ROC Steering Committee
Santa Ana shall:
c. Approve plan and collateral materials
Completion Criteria:
This task is considered complete upon the completion of the support period. Completion is
planned for the end of Q4 2011.
Task 5: Corporate Advisory Council (CAC) Q4 Support S 2012 Plan
Objective:
Continue managing current CAC group with emphasis on enhancing participation benefits,
retaining current active members for 2012, and expanding successes in leveraging CAC
resources, connections and contributions to the overall ROC initiative from Q4 2011 into Q1
2012.
25A-18
Task Description:
Continue momentum to expand the success of the council to help provide opportunities,
extensions, and ongoing support for ROC. Activities include:
a. CAC Designated Ambassador - continue to leverage and refine the designated CAC
ambassadors to facilitate and deepen relationship efforts.
b. One-on-One Outreach Tour - continue successful new strategy to outreach to CAC
members in a high-touch, one-to-one manner to generate customized opportunities for
promotional investment and support of the ROC campaign.
c. CAC Recognition Program - formalize development and implementation of recognition
program for CAC members that elevates the prestige for and expands the interest in
promoting ROC and emergency preparedness.
Responsibilities:
WBC shall:
a. Develop and implement the program with approval from the ROC Steering Committee
Santa Ana shall:
d. Approve the program and promotional efforts
Completion Criteria:
This task is considered complete upon the completion of the tasks. Completion is planned for
the end of Q4 2011.
Task 6: Faith-Based and Citizen Outreach - Q4 2011
Objective:
Continue implementing program to support and/or staff key faith- and citizen-based emergency
preparedness events based on the Project Schedule.
Task Description:
Handle all aspects of road shows, event support, staffing and promotion for two Ready Sunday
events and up to two Ready Sunday events and up to four additional community/emergency
preparedness events.
Responsibilities:
WBC shall:
a. Develop the promotion and seek approval from the ROC Steering Committee
b. Execute the promotion based on the Task Description
Santa Ana shall:
a. Approve promotion elements
Completion Criteria:
This task is considered complete upon the completion of the promotional period. Completion
is planned for the end of Q4 2011.
25A-19
Task 7: Media Trainina & Crisis Response Protocol
Objective:
Complete media training for ROC spokespersons and establish/implement a crisis response
protocol that is triggered during an emergent disaster or emergency situation occurring in - or
relevant to - Orange County.
Task Description:
Conduct a half-day media training session for 2-4 designated ROC spokespeople to enable
them to be available for proactive editoriallmedia story pitching or to be put forward on behalf
of ROC in an emergent disasterlemergency scenario. This includes the development of a
formalized Crisis Response Protocol which establishes defined parameters and processes for
ROC and its spokespeople for media outreach during crisis situations. The training and
protocol will align with the county's Emergency Operations Center (EOC) mandates.
Responsibilities:
WBC shall:
c. Develop the training and protocol, and seek approval from the ROC Steering Committee
d. Execute the training and protocol system in accordance with the approved plan
Santa Ana shall:
b. Approve the training and protocol elements
Completion Criteria:
This task is considered complete upon the completion of the promotional period. Completion is
planned for the end of Q4 2011.
25A-20
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