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Santa Ana shall: <br />a. Provide approval on the list of potential partners. <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables detailed in the task <br />description above and when the Santa Ana Project Manager signs the task completion letter. <br />Planned completion and invoicing will be at the end of November 2021. <br />TASK 9: EARNED MEDIA OUTREACH <br />Objective: Develop and implement media promotions and concentrated publicity outreach to <br />local print, online, broadcast and/or theater/cinema outlets to promote ROC programming <br />elements, initiatives and calendar of activities. <br />Task Description: <br />Develop and implement media promotions including, but not limited to, management and <br />enhancement of the ROC smartphone app, advertising and/or online promotions, video PSA <br />creation and media outreach to local outlets to direct OC residents to commit to preparedness <br />steps. Task includes ongoing measurement and tracking of promotional elements. <br />Activities will include: <br />a. Publicity/Media Outreach — conduct outreach to targeted local media to achieve a <br />minimum of two earned or sponsored placements during the contract period. <br />b. Video PSA — leverage existing :30-second video PSA and focus on efforts to expand <br />exposure of ROC via additional placements within the OC community via the ROC <br />website, YouTube channel, city websites, local public access stations, selected regional <br />theatre venues, etc. <br />Responsibilities: <br />Comm LAB shall: <br />a. Plan, develop and produce the video with approval from the Santa Ana Project Manager <br />b. Execute distribution in accordance with approved plans <br />Santa Ana shall: <br />a. Approve initiative concepts, production and distribution plan. <br />Completion Criteria: <br />This task is considered complete upon completion of administrative deliverables and when the <br />Santa Ana Project Manager signs the completion letter for each subtask noted below. <br />TASK 9-A: EARNED MEDIA OUTREACH: IDENTIFY & EXECUTE EARNED MEDIA <br />OPPORTUNITIES (FALL 2021) <br />41 <br />