Loading...
HomeMy WebLinkAbout25D - AGMT - PUBLIC AWARENESS CAMPAIGNS"*- CITY COUNCIL MEETING DATE: JUNE 16, 2015 TITLE: AGREEMENT WITH WESTBOUND COMMUNICATIONS FOR "READY OC" EMERGENCY PREPAREDNESS AND "IF YOU SEE SOMETHING, SAY SOMETHINGTM11 PUBLIC AWARENESS CAMPAIGNS (STRATEGIC PLAN NO. 1, 6) CITY MA GER RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: ❑ As Recommended ❑ As Amended ❑ Ordinance on 1" Reading ❑ Ordinance on 2ntl Reading ❑ Implementing Resolution ❑ Set Public Hearing For_ CONTINUED TO FILE NUMBER Authorize the City Manager and Clerk of the Council to execute the attached one -year agreement, with two one -year options to renew, with Westbound Communications, Inc. for the period June 16, 2015 to June 15, 2016 for consulting services related to the continuance of the Ready OC Emergency Preparedness Campaign, and the "If You See Something, Say Something TM" Public Awareness Campaign, which primarily serves the Anaheim /Santa Ana Urban Area, for a total three year amount not to exceed $1,500,000, 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 Area Security Initiative (UASI) funding program. UASI provides funds to local emergency first responders to enhance security and overall preparedness against acts of terrorism. The City of Anaheim has fiscal responsibility for the FY14 UASI grant for the Anaheim /Santa Ana Urban Area, which encompasses the 34 jurisdictions in Orange County. With oversight by the Santa Ana Police Department Homeland Security Division, Westbound Communications, Inc. will continue to expand and update the current Ready OC and "If You See Something, Say Something TM" Campaigns and existing websites. Westbound Communications, Inc. will perform several functions including, but not limited to, plan and execute several multi- media events, expand outreach into social media venues, produce and deliver Public Service Announcement videos, execute radio station advertisements, and continue to support the core advisory and business partnership group. The goal of this agreement is to continue encouraging Orange County residents to become prepared, aware, pro- active and involved in their personal and community safety plans. 25D -1 Westbound Communications, Inc. Consultant Agreement June 16, 2015 Page 2 On March 2, 2015 the Police Department issued a request for proposals (RFP #15 -017) for Emergency Preparedness & Public Awareness Campaigns. On March 31, 2015 the City received proposals from three firms. Bartell & Associates, Sensis, and Westbound Communications, Inc. each submitted proposals for consideration. An evaluation committee consisting of representatives from the Santa Ana Police Department Homeland Security Division (Fiduciaries of the UASI Grant), and the ReadyOC / "If You See Something, Say Something TM" Steering Committee reviewed and rated the three proposals after an oral presentation from all three respondents. The proposals were evaluated according to Responsiveness to RFP (45 %), and oral presentation (55 %), as stated in the RFP. The results of the RFP evaluation are as follows: Vendor Score Westbound Communications, Inc. 98 Sensis 84 Bartell & Associates 63 100 point max Westbound Communications, Inc. was the most responsive and capable respondent. Westbound Communications, Inc. brings valuable expertise and institutional knowledge to both campaigns as the initial creators, and primary creative directors since the inception of ReadyOC and "If You See Something, Say Something TM ". This includes all branding, strategies, micro - campaigns, and established media relationships with organizations such as the Los Angeles Angels of Anaheim, iHeart Media, and the Anaheim Ducks. The first year agreement amount totals $355,000 (fiscal year 2015 -16) and the expenses for years two (fiscal year 2016 -17) and three (fiscal year 2017 -18) are projected to be $572,500 for each fiscal year, for a total not to exceed the three -year agreement amount of $1,500,000. It is anticipated that the current scope of services developed by the consultant may change or expand as new risks are identified and promotional opportunities arise. Agreement scope revisions and second and third year renewal options can be authorized by the City Manager and City Attorney. Execution of years two and three of this agreement are contingent upon a UASI Grant award to the Anaheim /Santa Ana Urban Area for FY2015 & FY2016 respectively, and that the award is sufficient in size to sustain both campaigns. It is understood that future UASI Grant awards must be approved by, and receipt of awarded funds authorized by the City Manager and City Council prior to any expenditure on these programs under this agreement. 25D -2 Westbound Communications, Inc. Consultant Agreement June 16, 2015 Page 3 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 Funds for year -one (fiscal year 2015 -16) of this agreement totaling $355,000 are budgeted and available, upon Council approval of the fiscal year 2015 -16 proposed budget, in the FY2014 UASI Grant Program fund accounts (no. 12514491- 62300 - 15423001186 -3492) & (no. 1254491- 62300- 15423001186- 3498). Funding for fiscal year 2016 -2017 and 2017 -18 will be identified in future annual budgets, and is contingent upon grant funding being secured by the City. APPROVED AS TO FUNDS AND ACCOUNTS: Carlos Rojas Francisco Gutierrez Chief of of Police Executive Director Santa Ana Police Department Finance & Mgmt. Services Agency 25D -3 25D -4 CONSULTANT AGREEMENT THIS AGREEMENT is made and ontered into this 16`x' day of June, 2015, by and between Westbound Communications, Inc., a California Corporation ( "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 City desires to hire a Consultant having special skill and knowledge in the field of public outreach and promotional services related to the ReadyOC (ROC) Emergency Preparedness Campaign and the "If You See Something, Say Something" (S4) Campaign. B. The City, acting through the Santa Ana Police Department in its capacity as a Core City for the Anaheim/Santa Ana Urban Area under the FY14 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, Office of Emergency Services, to enhance countywide emergency preparedness and public awareness, hereinafter referred to as "the Grant." C. 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 perform those services as set forth in Exhibit A for the Ready OC Campaign and Consultant shall perform those services as set forth in Exhibit B for the "If You See Something, Say Something" Campaign during the first year of the Agreement, The specific scope of services for the Ready OC and "if You See Something, Say Something" Campaigns for year two and three of the Agreement can be modified through an amendment executed by the City Manager and City Attorney. 2. COMPENSATION a. City agrees to pay, and Consultant agrees to accept as total payment for its services during the first year of the Agreement (2015- 2016), the rates and charges identified in Exhibit A and B. The total sum to be expended under this Agreement shall not exceed orie million five hundred thousand dollars ($1,500,000.00) during the three year teen of this Agreement. Funding for 2016 -2017 and 2017 -201 S are contingent 25D -5 upon grant funding being secured by the City and if such funding is not secured, then the Agreement will terminate when the current year's funding is exhausted. b. Payment by City shall be made within thirty (30) days following receipt of proper invoice evidencing work performed and deliverables completed, 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. 0100B M This Agreement shall commence on June 16, 2015 and terminate on June 15, 2016, with two (2) one (1) year options to renew at the City's sole discretion by the City Manager and contingent upon funding being secured by the City, unless terminated earlier in accordance with Section 13, below. 4. OWNERSHIP OF MATERIALS, SUPPLIES, DRAWINGS, SPECIFICATIONS, PROGRAMS AND SYSTEMS Any and all records, papers, plans, drawings, specifications, programs, systems and other materials prepared by Consultant pursuant to this Agreement shall be the property of the City. Consultant agrees to provide the City with any such materials whenever requested to do so. 5. INDEPENDENT CONTRACTOR Consultant shall, during the entire term 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 an 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 by Consultant shall 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. 6. 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 insured(s) and shall include, but not be limited to protection against claims arising from bodily and personal injury, including death resulting therefrom and damage to property, resulting from any act or occurrence arising out of 25D -6 Consultant's operations in the performance of this Agreement, including, without limitation, acts involving vehicles. The amounts of insurance shall be not less than the following: single limit coverage applying to bodily and personal injury, including death resulting therefrom, and property damage, in the total amount of $1,000,000 per occurrence and $2,000,000 in the aggregate. Such insurance shall (a) name the City, its officers, employees, agents, volunteers and representatives as additional insured(s); (b) be primary and not contributory with respect to insurance or self - insurance programs maintained by the City; and (c) contain standard separation of insured's provisions. b. 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. c. Worker's Compensation Insurance. in accordance with the provisions of Section 3700 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. d. If Consultant is or employs a licensed professional such as an architect or engineer: Professional liability (errors and omissions) insurance, with a combined single limit of not less than $1,000,000 per claim. 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 fill force and effect for the entire period covered by this Agreement. (ii) Certificates of insurance shall be firnished to the City upon execution of this Agreement and shall be approved in form by the City. (iii) Certificates and policies shall state that the policies shall not be cancelled or reduced in coverage or changed in any other material aspect without thirty (30) days prior written notice to the City. £ 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 terminate this Agreement. Such termination shall not affect Consultant's right to be paid for its time and materials expended prior to notification of termination. Consultant waives the right to receive compensation and agrees to indemnify the City for any work performed prior to approval of insurance by the City. 25D -7 INDEMNIFICATION Consultant agrees to and shall defend, indemnify and hold harmless the City, its officers, agents, employees, Consultants, special counsel, and representatives from liability: (1) for personal injury, damages, just compensation, restitution, judicial or equitable relief arising out of claims for personal injury, including death, and claims for property damage, which may arise from the direct or indirect operations of the Consultant or its subcontractors, agents, employees, or other persons acting on their behalf which relates to the services described in section I of this Agreement; and (2) from any claim that personal injury, damages, just compensation, restitution, judicial or equitable relief is due by reason of the terms of or effects arising from this Agreement. This indemnity and hold harmless agreement applies to all claims for damages, just compensation, restitution, judicial or equitable relief suffered, or alleged to have been suffered, by reason of the events referred to in this Section or by reason of the terns of, or effects, arising from this Agreement. The Consultant further agrees to indemnify, hold harmless, and pay all costs for the defense of the City, including fees and costs for special counsel to be selected by the City, regarding any action by a third patty challenging the validity of this Agreement, or asserting that personal injury, damages, just compensation, restitution, judicial or equitable relief due to personal or property rights arises by reason of the terms of, or effects arising from this Agreement. City may make all reasonable decisions with respect to its representation in any legal proceeding. 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 shalt riot have interests, direct or indirect, which would conflict in any manner with performance of services specified under this Agreement. 25D -8 10. NOTICE Any notice, tender, demand, delivery, or other cOinm1111ication 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 Council City of Santa Ana 20 Civic Center Plaza (M -30) P.O. Box 1988 Santa Ana, CA 92702 -1988 Fax: (714) 647-6956 Copy to: Chief of Police City of Santa Ana 60 Civic Center Plaza (M -97) P.O. Box 1981 Santa Ana, CA 92702 Fax: (714) 245 -8007 And: To Consultant: City Attorney City of Santa Ana 20 Civic Center Plaza (M -29) P.O, Box 1988 Santa. Ana, California 92702 Fax: (714) 647-65 15 Westbound Communications, Inc. Rick Miltenberger 625 The City Drive, Suite 360 Orange, CA 92868 Telephone: (714) 663 -8188 A party may change its address by giving notice in writing to the other party. Thereafter, any notice, tender, demand, delivery, or other communication shall be addressed and transmitted to the new address. If sent by mail, any notice, tender, demand, delivery, or other communication shall be effective or deemed to have been given three (3) days after it has been deposited in the United States mail, duty registered or cottifred, with postage prepaid, and addressed as set forth above. If sent by telefacsimile, any notice, tender, demand, delivery, or 25D -9 other 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 regarding the subject matter herein and supersedes any and all other agreements, oral or written, between the parties, hi 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, that 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 die 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. Asa condition of such payment, the City of Santa Ana 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 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, which 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 25D -10 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 and all questions relating to its validity, interpretation, performance, and enforcement shall be government and construed in accordance with the laws of the State of California. 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 pen-nits, licenses, approvals, waivers, and exemptions. Said inability shall be cause for termination of this Agreement. 17. SEVERABILITY ht the event that one or more of the phrases, sentences, clauses, paragraphs or sections contained in this Agreement shall be declared invalid or unenforceable by valid judgment or decree of a court of competent jurisdiction, such invalidity or unenforceability shall not affect any of the remaining phrases, sentences, clauses, paragraphs or sections of this Agreement, which shall be interpreted to carry out the intent of the parties hereunder. 18. CERTIFICATIONS a. Audit Records - With respect to all matters covered by this agreement all records shall be made available for audit and inspection by MWDOC, 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, Recipient 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, Recipient shall make said documents, papers and records available to City and the agency from which City received grant Rinds or their duly authorized reprosentative(s), for examination, copying, or mechanical reproduction on or off the premises of Recipient, upon request during usual working hours. 25D -11 Recipient 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 intids must comply with Section 504 of the Rehabilitation Act of 1973 (The Act). 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 Recipient 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) Recipient 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". Civil Rights Compliance and Notification of Findings - Recipient 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 At of 1964, as amended; Section 504 of the Rehabilitation Act of 1964, as amended; Subtitle A, Title II 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 Recipient 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 Recipient will forward a copy of the findings to MWDOC which will, in turn, submit the findings to the Office of Civil Rights, Office of Justice Programs, U.S. Department of Justice. g. Recipient 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 CPR chapter 60), as applicable. h. Recipient will comply, and all its contractors (or subrecipients) will comply, with all 25D -12 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. i. Recipient 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. Recipient 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. Recipient 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. 1. Recipient 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. 11, 1988, as amended at 60 FR 19639, 19645, Apr. 19, 1995), as applicable. m. Recipient agrees that the Department of Homeland Security shall have the authority to seek patent rights for any process, product, invention or discovery developed and paid for with funding through this Agreement. n. Recipient may copyright any books, publications or other copyrightable materials developed in the course of or under this Agreement. However, the federal awarding agency, State Administrative Agency (SAA) and City reserve a royalty - free, 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: (l) the copyright in any work developed through this Agreement; and (2) 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. 19. EXHIBITS All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth in the body of this Agreement. 25D -13 20. AUTHORITY The person(s) executing this Agreement on behalf of the parties hereto warrant that they are duly authorized to execute this Agreement on behalf of said parties and that by so executing this Agreement, the parties hereto are formally bound to the provisions of this Agreement. IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first above written. ATTEST: MARIA D. HUIZAR Clerk of the Council APPROVED AS TO FORM: SONIA R. CARVALHO City Attorney L-X t By: Laura A. Rossini Senior Assistant City Attorney RECOMMENDED FOR APPROVAL CARLOS ROJAS Chief of Police CITY OF CITY OF SANTA ANA DAVID CAVAZOS City Manager WESTBOUND COMMUNICATIONS, INC. SCOTT SMITH President & CEO E 25D -14 Exhibit A 25D -15 EXHIBIT A ' '• 114 A ll • i i C ;r. 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 of May 14, 2015 through March 31, 20'16. WBC will supply the following services: o ROC Website Management • Site content updating • Social media content updating • Site optimization • Site maintenance o ROC Advertising and Promotional Communications • Paid advertising • Social media outreach • Broadcast news promotions • Media /corporate promotions • Publicity services o Public Information Outreach Support for ROC Program • Multimedia production and outreach • 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 25D -16 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. L Ensure timely payment of invoices. j. Ensure WBC access to server and network equipment and work areas on a 247 basis, with pre - authorization for off- hours. K Provide workspace for WBC personnel as reasonably requested. 25D -17 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: 2015 READYOC MARKETING ROAD MAP Objective: Create and establish a formal marketing plan and road map to best promote and provide outreach for ROC in 2015. The road map will include project schedules, management procedures and proposed activities. Task Description: Develop, refine, review and approve plan for all 2015 initiatives, including the marketing plan and project schedule. This also includes bridging activities from FYI (calendar year 2014) to maintain campaign momentum, integrity and continuity, Activities include: a. 2015 Launch Meetings — conduct meetings with Santa Ana Project Manager and ROC Steering Committee to outline strategies and recommendations for 2015 and to get approval to proceed with the 2015 Road Map. b. 2015 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 detailed in the task description above and when the Santa Ana Project Manager signs the task completion letter. Planned completion and invoicing will be in Q1/2015. 25D -18 TASK 2: READYOC STAKEHOLDER MEETING & PROMOTIONS 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 (ex: OCEMO). Task Description: Provide campaign and promotion updates to the Santa Ana Project Manager through daily and weekly phone calls, emails and meetings (as needed). Manage the ongoing reporting and measurement of campaign data including event impressions, media coverage, social media impressions and website traffic, among others. Maintain weekly and monthly communication with the Steering Committee, including at least one in- person meeting a quarter. Conduct up to six presentations or meetings with agency and campaign partners. 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 the weekly and monthly reporting of campaign measurement d. Manage ongoing expense tracker, budget and campaign schedule e. 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 task completion letter by Q4/2015. TASK 3: READY TOGETHER PROMOTION Objective: Develop and implement the "Ready Together" initiative empowering neighbors to help each other take emergency preparedness action. This initiative extends the Promise to Prepare programming by providing preparedness tools, resources, support and connections to help neighbors and neighborhood -based organizations prepare for emergencies through action, The emphasis will be on strong public outreach presence, programming, media and marketplace exposure through the end of the contract period (March 31, 2016). Task Description: This promotion includes working directly within communities and neighborhoods, collaborating with and supporting CERTS, neighborhood councils, HOAs, cities and others, and partnering with neighbor -based businesses and organizations. The quantifiable goals will be to collect R 25D -19 and document 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 ROO Preparedness Bucket List campaign, radio promotion, video public service announcement (PSA) creation, smartphone app management and enhancements and publicity 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. ��EtiliA7- �iLwS�It1 ile7�jl;IIi��ZiPri}t r�C IT�:177I. Cr�Zi7iE Objective: Plan, develop and begin Phase I implementation of the 'Ready Together" concept. Task Description: This phase includes creating and producing a "Ready Together" icon, one -page program description, one page consumerfact sheet (8.5" x 11"), one -page website tabbed content and March 2015- December 2015 outreach schedule. All materials will be reviewed and approved by the Project Manager with support from the ROC Steering Committee.. Responsibilities: WBC shall: a. Plan and develop the program with approvals from the ROO 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 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 02/2015. TASK 3 -8: READY TOGETHER PROMOTION -- SUMMER 2015 Objective: Implement Phase II of the 'Ready Together" concept as described below. Task Description: This phase includes conducting up to two (2) events focused around the "Ready Together" message and programming platform. These events may be stand -alone or as part of appropriate local neighborhood festivals, block parties, church events and other hyper -local 25D -20 venues. The goals are to support awareness and help generate at least 500 Promises to Prepare. Responsibilities: WBC shall: a, Plan and develop the program with approvals from 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 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 03/2015. TASK 3 -C: READY TOGETHER PROMOTION — FALL 20151WINTER 2016 Objective: Implement Phase II of the "Ready Together" concept as described below. Task Description: This phase includes conducting up to two (2) events focused around the "Ready Together' message and programming platform. These events may be stand -alone or as part of appropriate local neighborhood festivals, block parties, church events and other hyper -local venues. The goals are to support awareness and help generate at least 500 Promises to Prepare. Responsibilities: WBC shall: a. Plan and develop the program with approvals from 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 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 January 31, 2016, TASK 4: PROMISE TO PREPARE (P2P) 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 March 31, 2016. 2501-21 Task Description: The promotion includes the ongoing public pronouncement that ROC will achieve tangible steps towards preparedness, 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 campaign, radio promotion, video public service announcement (PSA) creation, smartphone app management and enhancements and publicity 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 1,000 branded five- gallon ROC emergency preparedness buckets to Orange County community members by Q4 2015 (Note: WBC in collaboration with the Santa Ana Project Manager will seek to expand the number of distributed buckets through partnering /sponsorship efforts with the Corporate Advisory Council and other community stakeholder groups.) 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 1,000 branded buckets will be produced. WBC and the RQC team will also seek to expand the program and amount of buckets to be distributed via corporate and business partnerships and sponsorships. Responsibilities: WBC shall: a. Plan and develop the program with approvals from 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 Completion Criteria: This task is considered complete upon the distribution of a minimum of 1,000 buckets and when the Santa Ana Project Manager signs the task completion letter. Planned completion and implementation will be by Q4/2015. 7 25D -22 TASK 4 -B: MEDIA PROMOTIONS Objective: Develop and implement media promotions and concentrated publicity outreach to local print, online and broadcast outlets to promote ROC programming elements, the Promise to Prepare initiatives and our calendar of activities. Task Description: Develop and implement media promotions including, but not limited to, management and enhancement of the ROC smartphone app, Clear Channel or other radio promotion campaign packages, 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. Manage and Enhance ROC Smartphone App — track downloads weekly, 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. i. 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. b. Advertising and Online Promotion — a plan will be developed and implemented for a promotional period to take place by the end of Q4 2015. The plan will consist of both on- air and online outreach components. I. Work directly with radio, broadcast and /or online partner on the management of the promotional period, including developing copy for potential advertising spots and PSAs, completing air checks, securing data from the online components, and reporting results to the ROC Steering Committee. c. Publicity Outreach — create media lists, press releases, media alerts and conduct outreach to targeted local media outlets to achieve three feature editorial hits between Q2 and 04 2015. Manage and edit submissions for columns to the south and north county community paper editors for placement. d. Video PSA — create at least one updated and engaging video PSA via Animoto 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, Responsibilities: WBC shall: a. Develop the initiative and seek plan and program approval from 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 s 2501-23 Santa Ana Project Manager signs the task completion letter. Planned completion and implementation will be by Q4/2015. TASK 5: EDUCATION -BASED OUTREACH 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. 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: EDUCATION -BASED OUTREACH (SPRING /SUMMER 2015 Objective: Expand and execute activities with OC education organizations, schools and after- school programs to support ROC emergency preparedness efforts and the Promise to Prepare initiative for the 2015 spring semester and summer programs. Task Description: Handle all aspects of programming, materials development and distribution, school assemblies and other activities /events based on the 2015 spring and summer semesters, This task includes working with schools across OC to promote the P2P initiatives including communications to the region's 180 -plus schools and nearly 200,000 student -base, as well as direct outreach to 10,000 -plus elementary -aged children. Broadly, activities are anticipated to include: a. Elementary School Assembly Program - extend and implement elementary school assembly program and promotion throughout Orange County, seeking to conduct approximately 12 total assemblies during the contracted period, or an average of five assemblies per month. i. This encompasses scheduling, supporting and promoting assemblies leveraging Officer John Reed with elementary schools throughout Orange County. ii. Officer John Reed 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 25D -24 information kits (with kit assembly assistance from Officer Reed), post -event school follow -up and more. 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 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 03/2015. TASK 5 -B: EDUCATION -BASED OUTREACH (FALL 2015/WINTER 2016 Objective: Expand and execute activities with OC education organizations, schools and after - school programs to support ROC emergency preparedness efforts and the Promise to Prepare initiative for the 2015 fall and 2016 winter programs. Task Description: Handle all aspects of programming, materials development and distribution, school assemblies and other activities /events based on the 2015 fall and 2016 winter periods. This task includes working with schools across OC to promote the P2P initiatives including communications to the region's 180 -plus schools and nearly 200,000 student -base, as well as direct outreach to 10,000 -plus elementary-aged children. Broadly, activities are anticipated to include: a. Elementary School Assembly Program - extend and implement elementary school assembly program and promotion throughout Orange County, seeking to conduct approximately 12 total assemblies during the contracted period, or an average of five assemblies per month. I. This encompasses scheduling, supporting and promoting assemblies leveraging Officer John Reed with elementary schools throughout Orange County. ii. Officer John Reed 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 (with kit assembly assistance from Officer Reed), post -event school follow -up and more. io 2501-25 b. OCDE & School Districts Communication Program - develop and disseminate regular quarterly communications that promote ROC and P21P 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 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 January 31, 2016. TASK 5 -C: 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 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 January 31, 2016, TASK 6: COMMUNITY & CITIZENS OUTREACH Objective: 25D -26 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. TASK 6 -A: COMMUNITY & CITIZENS OUTREACH (SPRING /SUMMER 2015) 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. Rossmoor Community Festival) and emergency preparedness (ex. SMWD Water Awareness Day) events as well as presentations and faith -based Ready Sunday events to targeted community organizations /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 for Q3/2015. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 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, ROC Angel's Night 2015 — book, manage, staff and implement promotional partnership event at Angel's Baseball home game to include in -game and pre -game promotional elements. 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 Santa Ana shall: a. Approve plan and promotional elements 12 2501-27 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 for the end of Q3/2015. TASK 6,8: COMMUNITY & CITIZENS OUTREACH (FALLIWINTER 20151 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. 'cask Description: Calendar, staff and manage up to 8 community (ex. Cypress Community Festival) and emergency preparedness (ex. Dana Point Preparedness Expo) events as well as presentations and faith -based Ready Sunday events to targeted community organization s /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 for Q4/2015. 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. 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 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 for the end of Q4/2015. TASK 7: 2015 CORPORATE ADVISORY COUNCIL (CAC) & PARTNERING Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2015, and expanding successes in leveraging CAC resources, connections and contributions to the overall ROC; initiative during the year. 13 25D -28 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; CAC & PARTNERING (SPRING /SUMMER 2015-), Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2015, and expanding successes in leveraging CAC resources, connections and contributions to the overall ROC initiative during the year. 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 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. Responsibilities: WBC shall: a. Develop and implement the program with approval from 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 the end of Q212015. TASK 7 -15: CAC & PARTNERING (FALLWINTER 2015) Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2015, and expanding successes in leveraging CAC resources, connections and contributions to the overall ROC initiative during the year. Task Description: Continue momentum to expand the success of the council to help provide opportunities, extensions, and ongoing support for ROC. Activities include: 14 25D -29 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: 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 for the end of Q4/2015. TASK 8: WEBSITE SOCIAL MEDIA & ONLINE 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. 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 15 2501-30 maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7 through the end of Q2/2015. 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 such as Arvixe b. Interactive Web Elements - create and implement three Animoto presentations (online video /photo presentations) and three 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 Ready0C.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 daily, tracking the impressions weekly Responsibilities: WBC shall: a. Develop the initiative, elements and seek plan approval from 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 for the end of Q2/2015. 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 Q4/2015 and by March 31, 2016. 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 such as Arvixe IH 25D -31 b. Interactive Web Elements - create and implement two.Animoto presentations (online video /photo presentations) and three 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 daily, tracking the impressions weekly Responsibilities: WBC shall: a. Develop the initiative, elements and Committee seek plan approval from the ROC Steering 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 for January 31, 2016 TASK 9: COLLATERAL & PROMOTIONAL MATERIALS Objective: Develop, produce and update ROC and P2P collateral materials and promotional materials for use in all programming as appropriate. Task Description: Handle design, writing, production and distribution of all materials supporting ROC and P2P initiatives. a. Collateral Materials i. ROC Preparedness Bucket List Flyers, 2,000 total quantity ii. ROC Family Emergency Plans, 15,000 total quantity iii. P2P Fact Sheets, 15,000 total quantity b. Promotional Materials i. ROC /P2P Wristbands, 10,000 total quantity ii. ROC /P2P Emergency Document Bags, 15,000 total quantity iii. ROC /P2P Hand -Crank Flashlights, 1,000 total quantity Responsibilities: WBC shall: Develop all materials and seek approvals from the ROC Steering Committee Produce materials in accordance with Steering Committee approvals Santa Ana shall: a. Approve materials Completion Criteria: 25D -32 17 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 the end of Q3/2015. t& 25D -33 tCJ C'4 V. 0 N Q 'S V 0) 0 E >1 m a. 0 --------------- L6 L6 to W d CIE C4 Ld N CV DS 06 CD d co O uj a 13 U-) U� Z LU Z E Cl) Z 0 E (ZD O 0 2 OR o p N N o e uj W CL 0 C, C, U, V) V) LL O 'M Ul 0 CL LU o o 4= 0 0 Lu '6 'p '0 6 ' n < 2 1 m 0 0 ❑ 0 W z 0 E E E 0 �) D 0 0 0 0 0 ow� 2 2 2 X IL rul 11 0 0 0 0 P LU 0 0 CL (L CL a- P 0 0 co 'N N 0 . . . Lij 0 Z ce 0 0 uni -ffi -a 0 0 o n LL, SG w = 0 p E U) > ❑ < Q a. 0) 2 U N V) L'Lj 0 CL o o E E LU 0 0 O U1 •NN N 0 "a o N IL w 2 z 0 0 0 LLr LLA LU OL :3 () 0 - U) Li LU LL) 0 0 t L) OP < 0] 0 '? CO Q fit 4 Lo L6 (6 W P,� 'T 2 2 to w (n �-m �12 U) 0 fn U) 0 (n F- 25D-34 Exhibit B 25D -35 If You See Something, Say Something (S4) — OC Initiative FY14 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 from February 16, 2015 — March 31, 2016. 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 • Paid and sponsored advertising • Public Service Announcements (PSAs) • Earned media (editorial publicity) o Marketing Support for S4 Program 0 2015 marketing road map c Citizen and community outreach o Promotional partnering o Event marketing o Project Administration Services o S4 Microsite and Social Media Platform Management • Site maintenance management • Social media content development and outreach • 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 • Milestone Payment Schedule 25D -36 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 247 basis, with pre- authorization for off- hours. k. Provide workspace for WBC personnel as reasonably requested. 2501-37 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 SCOW is not formatted chronologically with contractual obligations defaulting to Project Schedule unless otherwise noted. Task 1: S4 2015 Marketing Roadmap Objective: Develop and present a 20 -30 page Power Point plan that details all 2015 objectives, target audiences, strategies, tactics and timelines for outreach from February 16, 2015 through March 31, 2016. Task Description: This task includes creating, presenting and implementing a marketing road map that guides all marketing and promotional activities for the contract period. Responsibilities: WBC shall: a. Develop the plan (road map) and seek approvals from the Steering Committee. b. Execute the road map in accordance with approved plans. Santa Ana shall: a. Approve the plan, Completion Criteria: This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion and invoicing will be in 01/2015, Task 2: S4 Stakeholder Meetinas and Promotions Objective: Update and 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, regular communication 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). Manage the ongoing reporting and measurement of campaign data including event impressions, media coverage, social media impressions and microsite traffic, among others, Maintain weekly and monthly communication with the Steering Committee, including at least one in- person meeting a quarter. Responsibilities: WBC shall: a. Coordinate and participate in at least one Steering Committee meeting a quarter. 25D -38 b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana Project Manager. c. Manage the weekly and monthly reporting of campaign measurement. d. Manage ongoing expense tracker, budget and campaign schedule, e. Submit task completion letters with invoices to the Santa Ana Project Manager. Santa Ana shall: a. Approve campaign progress, updates and promotions. Completion Criteria: This Task is considered complete upon completion of the administrative deliverables and when the Santa Ana Project Manager signs the task completion letter, by Q4/2015. Task 3: 54 Outdoor, PSA and Earned Media Promotions Objective: Develop and implement a comprehensive media promotion program to maximize exposure of the S4 campaign through paid, sponsored and earned coverage through a combination of outdoor (bus shelters, buses, kiosks, billboards, etc.), print, online and broadcast media. 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, Task 3 -A: S4 Outdoor, PSA and Earned Media Promotion (Sarina 2015) Objective: Develop and implement a comprehensive media promotion program to maximize exposure of the 54 campaign through paid, sponsored and earned coverage through a combination of outdoor, print, online and broadcast media. Task Description: Design and produce aminimum of three graphic designs approved by the Project Manager with support from the S4 Steering Committee and then secure minimum of 20 combined paid - earned- sponsored media placements generating a minimum of two (2) million measured impressions. Responsibilities: WBC shall: a. Create and produce three graphic designs and secure a minimum of 20 media placements as described above. Santa Ana shall 25D -39 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 and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q2l2015. Task3 -B: S4 Outdoor, PSA and Earned Media Promotion (Summer 2015 Objective: Develop and implement a comprehensive media promotion program to maximize exposure of the S4 campaign through paid, sponsored and earned coverage through a combination of outdoor, print, online and broadcast media. Task Description; Secure minimum of 20 combined paid - earned - sponsored media placements generating a minimum of two (2) million measured impressions. Responsibilities: WBC shall: a. Research and secure a minimum of 20 rnedia placements as described above. Santa Ana shall: a. Review and approve the secured media opportunities Completion Criteria: This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q312015. Task 3 -C: S4 Outdoor, PSA and Earned Media Promotion (_Fall 20151 Objective: Develop and implement a comprehensive media promotion program to maximize exposure of the S4 campaign through paid, sponsored and earned coverage through a combination of outdoor, print, online and broadcast media. Task Description: Secure minimum of 20 combined paid- earned - sponsored media placements generating a minimum of two (2) million measured impressions. Responsibilities: WBC shall: a. Research and secure a minimum of 20 media placements as described above. Santa Ana shall: a. Review and approve the secured media opportunities Completion Criteria: 25D -40 This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q4/2015. Task 4: S4 Social Media and Microsite Management and 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 4 -A; S4 Social Media & Microsite Management (Spring /Summer 2015) 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 and protocol and tracking. Create and implement at least one Animoto presentation (online 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 b. Develop and produce one Animoto with approval from the Steering Committee. c. Most the KeepOCSafe.org microsite. d. Manage one technical and content microsite platform update a month. Santa Ana shall: 2501-41 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 Q312015. Task 4 -8: S4 Social Media & Microsite Management (Fall 2015Mdinter 2016 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 and protocol and tracking. Create and implement at least one Animoto presentation (online 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: 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 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 Animoto with approval from the Steering Committee. c. Host the KeepOCSafe.org microsite. d. Manage one technical and content microsite platform update a month. 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 no later than January 31, 2016. 25D -42 Task 5: S4 Materials and 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. Task 5 -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. S4 Color Sheets, 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 the end of Q3/2015. Task 5 -13: 84 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: 2501-43 a. S4 Ribbon Magnets, 1,000 total quantity. L S4 Additional Promotional Item (e.g. additional Ribbon Magnets, Rico the dog stickers), 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: 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 the end of Q4l2015. Task 6: 54 Citizens & Community Outreach Objective: Continue to conduct community and citizens' outreach to secure the campaign's presence at events and or display of the giant red backpack at venues through the development and extension or promotional partners 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 6 -A: S4 Citizens & Community Outreach (Spring /Summer 2015) 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. Task Description: Manage and staff (where appropriate) continued participation at least 6 community outreach festivals (e.g. Irvine Korean Festival) or giant red backpack staged promotion displays at notable Orange County venues or events (e.g. Orange County Fair). Activities Include: 25D -44 a. Master Community & Citizen Events Calendar - create and manage a master annual calendar for all milestone events, festivals and /or venues that S4 will participate in and /or staff in support of the campaign's messaging during Q1/Q2 2015. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 5 community events, festivals and /or giant red backpack venue displays throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include display of the giant red backpack, distribution of campaign materials promotional items and more. Responsibilities: WBC shall: a. Develop the outreach and seek plan approval from the ROG 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. Formal calendaring of upcoming events will incur upfront logistics and event fees. Completion is planned for the end of Q2/2015, Task 6 -13: S4 Citizens & Community Outreach (FalllWinter 2015) Objective: Continue to conduct community and citizens' outreach to secure the campaign's presence at events and or display of the giant red backpack at venues through the development and extension of promotional partners to build on the existing awareness of the campaign. Task Description: Manage and staff (where appropriate) continued participation at least 6 community outreach festivals (e.g. Cypress Community Festival) or giant red backpack staged promotion displays at notable Orange County venues or events (e.g. John Wayne Airport). Activities include: a. Master Community & Citizen Events Calendar - create and manage a master annual calendar for all milestone events, festivals and /or venues that S4 will participate in and /or staff in support of the campaign's messaging during Q3 /Q4 2015. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 5 community events, festivals and /or giant red backpack venue displays throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include display of the giant red backpack, distribution of campaign materials promotional items and more, Responsibilities: WBC shall: a. Develop the outreach and seek plan approval from the ROG Steering Committee b. Execute the outreach in accordance with the approved plan 10 25D -45 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 eventfees. Completion is planned for the end of Q4/2015. 2501-46 T V Cl) a. 0 ui V) LL LL 0 0 0 0 O (0 0. < 20MUJWLU tY 02<(LcLa Z <=OOOOVi22 z 0 P 0 CL Z Z w Q� Lu w U) 0 a. a LU 0 Lu Z < LLI a z < 0 O 0 It U) 0 E 2 0- a -9 E m � ¢n � o 0D 0) m 0 E 2 CL 0 � a ra Qn 0 CO LL 0 't E 2 iL E M � a 0 < 0) 0 0 'A CO w z :E o" LL 0 ul 2 -j < U o (n a Z W 0 x V) w F E M WOW 2 — 2 0 U)U) � 2 2E CE w F FL M 2 — R 0 � LU L) =1 0 0) C� 0 Z U) 6 W. w N m 2 mo 0 u 2 2 w 4) w U3 =1 000 z 2EE m 0 0 V) LU W N to N E E 0 t� E 0 CJ c'1 C.) t5 E 0 U df C) M W l V) < 25D-47 N 25D -48