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C= S11 Wllshire BINd Suite 2050, Los Angelus, CA 90017 ;.enars.,rj,;ncycorr, x213.341.0171 (213.861.7436 Paid Media Plan The Paid Media team is responsible for placing advertising where it will reach the right people at the right time and in the right place. They will plan and buy around the supplied media brief. Media buys will support the 2.3 event activations starting a month before the date of the selected events. In support of this, Sensis proposes the following: 1. Out -of -Home a. Utilize available Out -of -Home advertising surrounding selected local college campuses (e.g., Santa Ana College) to provide hi -level public awareness. 2. Digital Media a. Paid search for those seeking information pertaining to the SAPD and campaign elements they may have seen b. Standard display banners in support of the upcoming activation c. Advertising and pre -roll video on YouTube 3. Paid Social Media a. Facebook sponsored posts b. Facebook video Note that the video elements noted above are contingent on 15s -30s spots that have been or can be created by SAPD or via existing elements. Earned Media Social Media: Following initial research, Sensis will develop a social media strategy end -3 3 , dedicated Social Media Specialist. Ideally, they will work on location at SAPD headquarters to better create /curate content and implement the strategy by posting to agreed upon social media accounts 2 -3 times per week, The community management and boosted posts will serve to drive awareness of selected event activations and increase engagement among potential recruits. Event Activation: The Earned Media team will identify 2 -3 outdoor (i.e. Tough Muddler) obstacle races or other timely, similar events that fit with our target profile in a more personal, targeted effort to direct response /lead generation. SAPD officers will be highly encouraged to attend so as to help showcase the SAPD in action through the obstacle course. This will help provide content for Social Media postings as well. Creative The proposed campaign from Sensis will be leveraged from the positioning exercise, led by the Strategy team. This will inform a creative brief, where by the creative team will provide an overarching creative idea that can be executed against the platforms noted above. Sansis will then develop advertisements that will support the paid media plan, specifically Out -of -home ads, paid search ads, digital banner ads, and social media posts.