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Comm LAB shall: <br />a. Plan and execute earned media outreach strategy <br />b. Execute distribution in accordance with approved plans <br />c. Seek approval of Santa Ana Project Manager on earned media stories. <br />Santa Ana shall: <br />a. Approve initiative concepts, production, and distribution plan. <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables detailed in the <br />task description above and when the Santa Ana Project Manager signs the task <br />completion letter. Planned completion and invoicing will be at the end of January 2023. <br />Objective: Develop and implement media promotions and concentrated publicity <br />outreach to local print, online, broadcast and/or theater/cinema outlets to promote <br />programming elements, initiatives, and the calendar of activities. <br />Task Description: <br />Develop and implement media promotions including, but not limited to advertising <br />and/or online promotions, video PSA creation and media outreach to local outlets to <br />direct OC residents to commit to preparedness steps. Task includes ongoing <br />measurement and tracking of promotional elements. <br />Responsibilities: <br />Comm LAB shall: <br />a. Plan, develop and produce the video with approval from the Santa Ana Project <br />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 />25 <br />