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Task 2 -13: Clear Channel 4th Quarter Promotion (English & Spanish) Objective: Develop and implement an expanded month -long radio promotional campaign leveraging the success of the Fall 2011 initiative. The program will include on -air spots, public service show interviews, scheduled on -air DJ chatter, on -air remote promotions, online promotions /adlets, etc., with specific emphasis on the Promise to Prepare campaign and message. Task Description: The use of popular radio stations and their on -air personalities will effectively reach Orange County residents of varying backgrounds. By working with a radio syndicate such as Clear Channel (particularly the KITS FM, KOST 103.7 and KSBR 98.7 stations), ReadyOC messages will be aired on multiple stations to reach mainstream as well as more specific segments of the population. On -air and online promotions will be developed and implemented to attract and promote emergency preparedness. Importantly, this effort will expand on previously successful promotions through Clear Channel through a broader reach that will include at least one Spanish language station with a high level of Orange County listenership. Activities will include: a. Plan Development & Review — working with Clear Channel, a plan will be developed and implemented for a promotional period to take place within Q4 2011. The plan will consist of both on -air and online outreach components. b. Coordination of Advertising and Online Promotions — work directly with radio partner on the management of the promotional period, developing copy for advertising spots, public service announcements, completing air checks, securing data from the online components, and reporting results to the Steering Committee. c. Summary Report of Online Outreach — analyze data of registered "click- throughs" from the radio websites to ReadyOC and monitoring the number of promises to prepare that come as a result of the radio promotion. A final report will be prepared and delivered to the Steering Committee. Responsibilities: WBC shall: a. Develop the promotion and seek plan approval from the ROC Steering Committee b. Execute the promotion in accordance with the approved plan Santa Ana shall: a. Approve the plan and promotional elements Completion Criteria: This task is considered complete upon the completion of the promotional period. Completion is planned for the end of Q4 2011. Task 2 -C: "The Gift of Preparedness" Promotion Objective: Create and execute a holiday -time emergency preparedness promotion centered around giving "The Gift of Preparedness" (this program could potentially extend beyond the holiday 25A -15