HomeMy WebLinkAboutBARRIOS & ASSOCIATES, LLC DBA COMMUNICATIONS LAB (4)INSURANCE NOT ON FILE
WORK MAY NOT PROCEED
CITY CLERK
DATE: JUL 2 9 2024
C�oV Cf-'
A-2021-200-03
THIRD AMENDMENT TO AGREEMENT WITH
BARRIOS & ASSOCIATES TO PROMOTE
COMMUNITY OUTREACH AND PROMOTIONAL SERVICES
THIS THIRD AMENDMENT to the above -referenced agreement is entered into on 10a' day of
June, 2024, by and between Barrios & Associates, LLC, dba Communications LAB, a California
limited liability company ("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 parties entered into Agreement No. A-2021-200 ("Agreement") dated August 17,
2021, to engage a Consultant having special skill and knowledge in the field of
community outreach and promotional services related to the ReadyOC (ROC) Emergency
Preparedness Campaign and the "If You See Something, Say Something" (S4) Public
Awareness Campaign. The Agreement runs through June 30, 2024.
B. The parties amended the Agreement on July 18, 2022 (First Amendment) to update the
Scope of Services for FY 2022-23, and replaced Exhibits A and B to the Agreement with
Exhibits A -I and B-1 to the First Amendment.
C. The parties amended the Agreement on August 15, 2023 (Second Amendment) to
update the Scope of Services for FY 2023-24, and replaced Exhibits A-1 and B-1 to the
Agreement with Exhibits A-2 and B-2 to the Second Amendment.
D. As provided by Section 1 of the Agreement; the parties will amend the scope of
services on a yearly basis no later than Q3 of the previous fiscal year (FY). Such
amendment, as provided by the Agreement, may be done administratively without
additional approval by the City Council. The parties understand that additional changes,
including revisions to compensation, are subject to approval by the City Council for the
City of Santa Ana. As provided in Section 3 of the Agreement, the parties may extend the
Agreement for up to two (2) one (1) year options. The parties now wish to exercise the
first one (1) year extension.
E. The parties now wish to amend the Agreement to revise the Scope of Services for FY
2024-25. No further changes are contemplated by this Amendment.
The Parties therefore agree:
1. Section 1, Scope of Services, is hereby amended to update the Scope of Services for FY 2024-
25, and replace Exhibits A-2 and B-2 to the Agreement with Exhibits A-3 and B-3 to this Third
Amendment, attached hereto.
2. Section 2, Term, is hereby amended to extend the term of the Agreement for an additional
year from July 1, 2024-June 30, 2025.
Page 1 of 2
3. Except as modified by this Third Amendment, all terms and conditions of the Agreement, shall
remain in full force and effect.
IN WITNESS WHEREOF, the parties hereto have executed this First Amendment to the Agreement on the
date and year first written above.
ATTEST
APPROVED AS TO FORM
SONIA R. CARVALHO
City Attorney
Bjjwk�
TAMARA BOGOSIAN
Senior Assistant City Attorney
FOR APPRO VAL
ROBERT RODRIGUEZ
Acting Chief of Police
CITY OF SANTA AN
.44'u I I
ALVARO NUINEZ
Acting City Manager
BARRIOS & ASSOCIATES, LLC
By: Arianna Barrios
Title: Owner & CEO
Page 2 of 2
EXHIBIT A-3
FY24-25 READY OC STATEMENT OF WORK
General Information:
The following Statement of Work (SOW) defines the principal activities and
responsibilities of all parties for public outreach services to support the Ready OC (ROC)
Emergency Preparedness Campaign. This scope of work shall stand as an agreement
between the City of Santa Ana (here -in -after Santa Ana) and Communications LAB
(here -in -after Comm LAB) for the contracted period (FY 24-25).
Comm LAB will supply the following services:
Marketing:
• Brand Management
• Collateral (fact sheets, brochures, trifolds, etc.)
• Video Production
Digital Marketing
• Website Maintenance
• Newsletter Development
• Social Media
Advertising:
a. Content Development
b. Graphic Design
c. KPI reports
Social Media/Search Engine/Key Word ads
Paid Advertising
Earned Media:
• Broadcast Media Placements (English -language & Ethnic Media Outlets)
• Print Media Placements (English -language & Ethnic Media Outlets)
• Media/corporate promotions
• Media Training
• Public Information Support
Outreach -Education- Partnerships:
• Publicity Service Announcements (PSA)
• Local Stakeholder Outreach
• Elected Officials Outreach
• Partner Outreach
Project Management
• Project Administration Services
• Routine Meeting with S4 Strategy Team
• KPI Reports
Ready OC Statement of Work ,
FY 24-25 Lr Q
CommunicalionslAO
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 Comm LAB 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
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.
Comm LAB Responsibilities:
a. Maintain project communications with Santa Ana's Project Manager.
b. Manage the efforts of the Comm LAB team and coordinate Comm LAB activities
with the Santa Ana Project Manager.
c. Conduct on -site status meetings with Santa Ana's Project Manager when
reasonably required at the discretion of Santa Ana to discuss project status.
d. Provide timely responses, within 48 hours (2) 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 Comm LAB Project Manager.
b. Manage the efforts of ROC involved staff and coordinate ROC activities with the
Comm LAB 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
Comm LAB Project Manager on a monthly basis or as may otherwise be
reasonably required to discuss project status.
e. Provide timely responses, within 48 hours (2) business days, to issues raised by
Santa Ana's Project Manager
Ready OC Statement of Work r,, `
FY 24-25 Lr �1
CommunicationslAb
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 Comm LAB access to server and network equipment and work areas on a
24x7 basis, with pre -authorization for off -hours.
k. Provide workspace for Comm LAB personnel as reasonably requested.
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: DIGITAL COMMUNICATIONS
Objective: Develop routine email communications (electronic newsletter) to support
Ready OC's overall communications strategy. The newsletter distribution system and
database retention will assist in Ready OC's distribution and overall reach.
Task Description:
Through various digital outreach tactics, we will utilize the internal database for email
distribution. These monthly newsletters will support the following:
a. Micro -campaigns: promotion of various sub -campaigns in relation to our pre -
approved micro -campaigns (i.e., natural disaster preparedness and active
shooter awareness)
b. Ready OC messaging: promotion of general Ready OC information, tools,
resources, etc.
c. Local Emergency tie-ins such as weather -related events.
Responsibilities:
Comm LAB shall:
a. Create and send out monthly newsletters in combination with a database
collection.
b. Routinely distribute information newsletter to database.
c. Routinely seek out subscribers and advertise subscription sign-ups.
d. Provide KPI report to Santa Ana Project to show progress.
Santa Ana shall:
a. Review, edit and approve newsletter drafts for distribution.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
Ready OC Statement of Work
FY 24-25 L'low
Communication;
TASK 1-A: NEWSLETTER DISTRIBUTION (Q3 2024)
Objective: Distribute monthly newsletter to internal Ready OC database, partners, and
stakeholders to deliver updates and relevant information.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Develop the newsletter and distribution schedule and seek approval of Santa
Ana Project Manager.
b. Execute newsletter distribution in accordance with the approved plan.
Santa Ana shall:
a. Approve newsletter plan and approve subsequent newsletters before public
distribution.
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 at the end of September
2024.
TASK 1-11: NEWSLETTER DISTRIBUTION (Q4 2024)
Objective: Distribute monthly newsletter to internal Ready OC database, partners, and
stakeholders to deliver updates and relevant information.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Develop the newsletter and distribution schedule and seek approval of Santa
Ana Project Manager.
b. Execute newsletter distribution in accordance with the approved plan.
Santa Ana shall
a. Approve newsletter plan and approve subsequent newsletters before public
distribution.
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 at the end of December
2024.
Ready OC Statement of Work ,
FY 24-25 arr Q
CommunicafionsLA6
TASK )-C: NEWSLETTER DISTRIBUTION (Q) 20251
Objective: Distribute monthly newsletter to internal Ready OC database, partners, and
stakeholders to deliver updates and relevant information.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Develop the newsletter and distribution schedule and seek approval of Santa
Ana Project Manager.
b. Execute newsletter distribution in accordance with the approved plan.
Santa Ana shall:
a. Approve newsletter plan and approve subsequent newsletters before public
distribution.
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 at the end of March 2025.
TASK )-D: NEWSLETTER DISTRIBUTION (Q2 2025)
Objective: Distribute monthly newsletter to internal Ready OC database, partners, and
stakeholders to deliver updates and relevant information.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Develop the newsletter and distribution schedule and seek approval of Santa
Ana Project Manager.
b. Execute newsletter distribution in accordance with the approved plan.
Santa Ana shall
a. Approve newsletter plan and approve subsequent newsletters before public
distribution.
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 at the end of June 2025.
Ready OC Statement of Work J `%
FY 24-25 r
CommunicationsLAB
TASK 2: WEBSITE & MOBILE MAINTENANCE
Objective: Update, manage, host, and maintain the Ready OC website and provide
recommendations for updates to improve the user experience and functionality.
Task Description: Provide routine updates of the ROC website including content,
imagery, and navigation.
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 2-A: WEBSITE & MOBILE MAINTENANCE (SUMMER/FALL 2024)
Objective: Update, manage, host, and maintain the Ready OC website and provide
recommendations for updates to improve the user experience and functionality.
Task Description: Provide routine updates of the ROC website including content,
imagery, and navigation.
Responsibilities:
Comm LAB shall:
a. Update the ROC website with any additions/changes provided by the Santa
Ana Project Manager
b. Ensure all hosting, server, maintenance, and updates are maintained.
c. Manage transition to proscribed .GOV domain(s).
Santa Ana shall:
a. Provide any edits and/or additions for the ROC website.
b. Approve any update and/or additions to the ROC website.
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 Dec. 2024.
TASK 2-13: WEBSITE & MOBILE MAINTENANCE (WINTER/SPRING 2025)
Objective: Update, manage, host, and maintain the Ready OC website and provide
recommendations for updates to improve the user experience and functionality.
Task Description: Provide routine updates of the Ready OC website including content
imagery, and navigation.
Responsibilities:
Comm LAB shall:
a. Update the Ready OC website with any additions/changes provided by the
Santa Ana Project Manager
Ready OC Statement of Work �, `�S
FY 24-25 r y
Communications) AS
b. Ensure all hosting, server, maintenance, and updates are maintained.
Santa Ana shall:
a. Provide any edits and/or additions for the ROC website.
b. Approve any update and/or additions to the ROC website.
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 June 2025.
TASK 3: SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT
Objective: Develop consistent social media content based on messaging strategies for
Ready OC objectives and micro -campaigns. The content will be focused on increasing
users' post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the Ready OC's social media timeline calendar, as well as social media
advertising.
Responsibilities:
Comm LAB shall:
a. Develop 6-week social media calendars with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Post time -sensitive content at the direction of the Santa Ana Project Manager
f. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
Ready OC Statement of Work
FY 24-25 L r
CommunicationslAB
TASK 3-A: READY OC SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Q3 24)
Objective: Develop consistent social media content based on messaging strategies for
Ready OC objectives and micro -campaigns. The content will be focused on increasing
users' post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the Ready OC social media timeline calendar, as well as social media
advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of Sept. 2024.
TASK 3-B: READY OC SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (04 24)
Objective: Develop consistent social media content based on messaging strategies for
Ready OC objectives and micro -campaigns. The content will be focused on increasing
users' post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc.. This content will be used for
both the Ready OC social media timeline calendar, as well as social media
advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Ready OC Statement of Work r, r
FY 24-25 v V�
CommunicationslAB
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of Dec. 2024.
TASK 3-C: READY OC SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT fQ1 251
Objective: Develop consistent social media content based on messaging strategies for
Ready OC objectives and micro -campaigns. The content will be focused on increasing
users' post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the Ready OC social media timeline calendar, as well as social media
advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for
Santa Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy
for social media post, graphic, links, hashtags.
a. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
Ready OC Statement of Work C
FY 24-25 �VIV Cr-.3�
1
CommunicationsLAS
b. Implement any updates and/or edits to the social media calendar.
c. Cross -post content from Safe OC and Program Partners as appropriate.
d. Post time -sensitive content at the direction of the Santa Ana Project Manager
e. Provide 6-week social media KPI reports on post engagement, traffic, and
trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of March 2025.
TASK 3-D: READY OC SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Q2 25)
Objective: Develop consistent social media content based on messaging strategies for
Ready OC objectives and micro -campaigns. The content will be focused on increasing
users' post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the Ready OC social media timeline calendar, as well as social media
advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
Ready OC Statement of Work j CJ'� 10
FY 24-25 �✓� V �
CommunicationslAB
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 at the end of June 2025.
TASK 4: READY OC SOCIAL MEDIA ADVERTISING
Objective: Deploy social media advertising within the project budget to promote
Ready OC's overall objectives, promotional information, and micro -campaigns.
Task Description: Deploy the digital advertising strategy and budget to boost ROC's
social media channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content.
b. Develop social media advertisements.
Responsibilities:
Comm LAB shall:
a. Execute digital advertising with allocated funds.
b. Execute routine advertising programming and monitor results.
c. Provide KPI reports at the end of each task monitoring success and opportunities.
Santa Ana shall:
a. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 4-A: READY OC SOCIAL MEDIA ADVERTISING (Q3 24)
Objective: Deploy social media advertising within the project budget to promote
Ready OC's overall objectives, promotional information, and micro -campaigns.
Task Description: Deploy the digital advertising strategy and budget to boost ROC's
social media channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content.
b. Develop social media advertisements.
Responsibilities:
Comm LAB shall:
a. Execute digital advertising with allocated funds.
b. Execute routine advertising programming and monitor results.
c. Implement Search Engine Advertising Program
d. Provide KPI reports at the end of each task monitoring success and opportunities.
Santa Ana shall:
a. Review KPI report at the end of each subsequent digital marketing task order.
Ready OC Statement of Work ,
FY 24-25 L/ Q
COmmunicationsLA&
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 at the end of Sept. 2024.
TASK 4-13: READY OC SOCIAL MEDIA & SEARCH ADVERTISING (Q4 24)
Objective: Deploy social media advertising within the project budget to promote
Ready OC's overall objectives, promotional information, and micro -campaigns.
Task Description: Deploy the digital advertising strategy and budget to boost ROC's
social media channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content.
b. Develop social media advertisements.
Responsibilities:
Comm LAB shall:
a. Execute digital advertising with allocated funds.
b. Execute routine advertising programming and monitor results.
c. Implement Search Engine Advertising Program
d. Provide KPI reports at the end of each task monitoring success and opportunities.
Santa Ana shall:
a. Review KPI report at the end of each subsequent digital marketing task order.
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 at the end of Dec. 2024.
TASK 4-C: READY OC SOCIAL MEDIA & SEARCH ADVERTISING (Ql 251
Objective: Deploy social media advertising within the project budget to promote
Ready OC's overall objectives, promotional information, and micro -campaigns.
Task Description: Deploy the digital advertising strategy and budget to boost ROC's
social media channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content.
b. Develop social media advertisements.
Responsibilities:
Comm LAB shall:
a. Execute digital advertising with allocated funds.
b. Execute routine advertising programming and monitor results.
c. Implement Search Engine Advertising Program
d. Provide KPI reports at the end of each task monitoring success and opportunities.
Ready OC Statement of Work , rS
FY 24-25 Lr Q
CommunicationsrAB
12
Santa Ana shall:
a. Review KPI report at the end of each subsequent digital marketing task order.
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 at the end of March 2025.
TASK 4-D: READY OC SOCIAL MEDIA & SEARCH ADVERTISING (Q2 25)
Objective: Deploy social media advertising within the project budget to promote
Ready OC's overall objectives, promotional information, and micro -campaigns.
Task Description: Deploy the digital advertising strategy and budget to boost ROC's
social media channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content.
b. Develop social media advertisements.
Responsibilities:
Comm LAB shall:
a. Execute digital advertising with allocated funds.
b. Execute routine advertising programming and monitor results.
c. Implement Search Engine Advertising Program
d. Provide KPI reports at the end of each task monitoring success and opportunities.
Santa Ana shall:
a. Review KPI report at the end of each subsequent digital marketing task order.
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 at the end of June 2025.
TASK 5: MICRO CAMPAIGN: NATURAL DISASTER PREP
Objective: Continue implementation of previously approved comprehensive plan to
promote Ready OC's micro -campaign "Natural Disaster Prep" and increase awareness
of natural disaster preparedness among Orange County residents; particularly
earthquake and fire preparedness.
Task Description: Create, establish, and implement a plan to promote ROC's
emergency preparedness micro -campaign, Natural Disaster Prep. The plan will include
proposed activities, communications, and schedule.
Responsibilities:
Comm LAB shall:
a. Develop the micro campaign plan, identify partners, outreach channels,
activities, promotional materials, schedule, and/or budget.
b. Present micro campaign plan for the approval of Santa Ana Project Manager
Ready OC Statement of Work J `% �,` 13
FY 24-25 r r r
CommunicotionslAB
c. Engage Stakeholders and Program Partners to share information and seek cross -
promotional opportunities.
d. Begin to execute micro -campaign tasks in accordance with the approved plan.
Santa Ana shall:
a. Approve micro campaign plan for execution and provide input.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 5-A: NATURAL DISASTER PREP: STAKEHOLDER COLLABORATION (Q4 24)
Objective: Continue implementation of previously approved comprehensive plan to
promote Ready OC's micro -campaign "Natural Disaster Prep" and increase awareness
of natural disaster preparedness among Orange County residents; particularly
earthquake and fire preparedness.
Task Description: Research, identify and craft messaging and project strategy to raise
awareness of natural disaster preparation through collaboration. This task includes:
a. Mapping out effective messaging and action items with stakeholders.
b. Identifying stakeholder representatives to participate in natural disaster prep
content.
c. Develop content with partners to keep the public prepared.
Responsibilities:
Comm LAB shall:
a. Create a strategy to appeal to the selected demographic.
b. Provide messaging options and taglines for marketing/advertising.
c. Create emergency preparedness content with partners.
d. Present strategy to and seek approval of Santa Ana Project Manager
e. Begin to execute strategy in accordance with the approved plan.
Santa Ana shall:
a. Approve messaging and outreach strategy for execution.
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 at the end of Dec. 2024.
TASK 5-11: NATURAL DISASTER PREP: PUBLIC AWARENESS & OUTREACH (Q4 24)
Objective: Continue implementation of previously approved comprehensive plan to
promote Ready OC's micro -campaign "Natural Disaster Prep" and increase awareness
of natural disaster preparedness among Orange County residents; particularly
earthquake and fire preparedness.
Ready OC Statement of Work j� y� 14
FY 24-25 LWi� Q
CommunicofionslAB
Task Description: Increase public outreach efforts to encourage emergency
preparedness amongst citizens throughout Orange County as part of the Natural
Disaster Prep campaign.
107*31,11ANIXTUNTS1111
a. Create a strategy to appeal to the selected demographics and geographic
targeted areas.
b. Begin to execute strategy in accordance with the approved plan.
c. Provide messaging options and taglines for marketing/advertising.
Santa Ana shall:
a. Provide feedback and input on messaging and outreach strategies.
b. Approve messaging and outreach strategy for execution.
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 at the end of Dec. 2024.
TASK 6: MICRO CAMPAIGN: ANALOG AWARENESS
Objective: Increase local awareness and outreach for residents to be prepared for an
EMP Attack and/or Grid Failure.
Task Description: Increase public outreach efforts on social media and through our
partnerships to make citizens more prepared and ready for an EMP Attack and/or Grid
Failure.
Responsibilities:
Comm LAB shall:
a. Develop messaging & strategies to conduct effective outreach for resident
awareness specific to preparation in the event of EMP Attack / Grid Failure.
b. Provide outline to Santa Ana Project Manager for approval.
c. Implement approved messaging and strategies tactics.
Santa Ana shall:
a. Provide final approval of micro -campaign overview.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 6-A: ANALOG AWARENESS: STAKEHOLDER COLLABERATION (Q4 24)
Objective: Increase local awareness and outreach for residents to be prepared for EMP
Attack and/or Grid Failure.
Ready OC Statement of Work C 3 15
FY 24-25 Lv r
CommunicationsLAB
Task Description: Research, identify and craft messaging and project strategy to raise
awareness about EMP Attack/Grid Failure preparation through collaboration. This task
includes:
a. Mapping out effective messaging and action items with stakeholders.
b. Identifying stakeholder representatives to participate in EMP Attack/Grid Failure
content.
c. Develop content with partners to keep the public prepared.
Responsibilities:
Comm LAB shall:
a. Create a strategy to appeal to the selected demographic.
b. Provide messaging options and taglines for marketing/advertising.
c. Create Analog Awareness content with partners & stakeholders.
d. Present strategy to and seek approval of Santa Ana Project Manager.
e. Begin to execute strategy in accordance with the approved plan.
Santa Ana shall:
a. Provide feedback and input on messaging and outreach strategies.
b. Approve messaging and outreach strategy for execution.
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 at the end of August 2024.
TASK b-B: ANALOG AWARENESS: COLLATERAL DEVELOPMENT & WEBSITE CONTENT (Q4 24)
Objective: Increase local awareness and outreach for residents to be prepared for EMP
Attack and/or Grid Failure.
Task Description:
Develop, produce, and update collateral and website materials for use in all
programming and communications as appropriate.
Responsibilities:
Comm LAB shall:
a. Develop a web page and collateral that is reflective of the initiative.
b. Implement updates from the Santa Ana project manager.
Santa Ana shall`.
a. Approve materials and provide feedback.
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 at the end of Dec. 2024.
Ready OC Statement of Work " 16
FY 24-25 r 9
CommunicationsLAB
TASK 6-C: ANALOG AWARENESS: VIDEO PRODUCTION
Objective: Increase local awareness and outreach for residents to be prepared for EMP
Attack and/or Grid Failure.
Task Description: Research, identify and craft messaging for video productions related
to analog awareness preparedness through video content. This task includes:
a. Identify partnerships.
b. Conceptualize messages and draft scripts.
c. Collect necessary collateral.
d. Develop assets (videography, graphics, lower thirds, etc.)
e. Post -production and finalize videos.
f. Post and promote on social media.
Responsibilities:
Comm LAB shall:
a. Create a strategy to appeal to the selected demographic.
b. Provide messaging options and taglines for marketing/advertising.
c. Record analog awareness videos with partners.
d. Present strategy to and seek approval of Santa Ana Project Manager
e. Distribute videos in accordance with the approved plan.
Santa Ana shall:
a. Provide necessary information and collateral.
b. Approve videos for distribution.
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 at the end of Dec. 2024.
TASK 7: EARNED MEDIA OUTREACH
Objective: Develop and implement media promotions and concentrated publicity
outreach to local print, online and/or broadcast outlets to promote ROC programming
elements, initiatives, and calendar of activities.
Task Description:
Develop and implement media promotions including, but not limited to, management
and enhancement of Ready OC's objectives, mission, and micro campaigns. Task
includes ongoing measurement and tracking of promotional elements.
Activities will include:
a. Publicity/Media Outreach - conduct outreach to targeted local and/or national
media to achieve a minimum of two earned or sponsored placements during
the contract period.
Responsibilities:
Comm LAB shall:
a. Execute outreach to local and/or national media outlets to promote Ready OC
Ready OC Statement of Work 17
FY 24-25 v r r
CommunicarlonsLAS
b. Work with partners and stakeholders to acquire public spokespeople when
appropriate.
c. Plan, develop and produce any necessary video with approval from the Santa
Ana Project Manager.
d. Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 7-A: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (PRINT/DIGITAL)
(SUMMER/FALL 2024)
Objective: Develop and execute media relations activities to entice local print and
online publications to promote ROC program elements, initiatives, and activities.
Task Description: Develop and implement media promotions including, but not limited
to, management and enhancement of the Ready OC's messaging, values and/or
micro campaigns. Task includes ongoing measurement and tracking of promotional
elements.
Activities will include:
a. Conduct media outreach to targeted local publications (print/digital) to
achieve a minimum of two (2) earned or sponsored placements during the task
period.
b. Placement of a minimum of two (2) ROC stories on Behind the Badge website.
c. Working with publications and our partners to provide necessary information,
resources, and ROC spokespeople for any related media stories.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for print/digital channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of Dec. 2024.
Ready OC Statement of Work 18
FY 24-25 al vQ
CommunicalionslAS
TASK 7-11: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (BROADCAST)
(SUMMER/FALL 20241
Objective: Develop and execute media relations activities to entice local
broadcast outlets to promote ROC's objectives.
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos, and video, as well as direct outreach to broadcast outlets to
inform OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted broadcast outlets to achieve a minimum
of two (2) earned or sponsored placements during the task period.
b. Provide necessary support, resources, and dedicated ROC spokespeople for any
earned media opportunities.
c. Share earned story placements throughout ROC online and social channels.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for broadcast channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of Dec. 2024.
TASK 7-C: IDENTIFY EARNED MEDIA OPPORTUNITIES (PRINT/DIGITAL) (WINTER/SPRING
2025
Objective: Develop and execute media relations activities to entice local print and
online publications to promote ROC program elements, initiatives, and activities.
Task Description: Develop and implement media promotions including, but not limited
to, management and enhancement of the ROC's messaging, values and/or micro
campaigns. Task includes ongoing measurement and tracking of promotional
elements.
Activities will include:
a. Conduct media outreach to targeted local publications (print/digital) to
achieve a minimum of two (2) earned or sponsored placements during the task
period.
b. Placement of a minimum of two (2) ROC stories on Behind the Badge website.
Ready OC Statement of Work t�
FY 24-25 LWI(QQ
CommunicationslAS
IFi
c. Working with publications and our partners to provide necessary information,
resources, and ROC spokespeople for any related media stories.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for print/digital channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June. 2024.
TASK 7-D: IDENTIFY EARNED MEDIA OPPORTUNITIES (BROADCAST) (WINTER/SPRING 2025)
Objective: Develop and execute media relations activities to entice local
broadcast outlets to promote ROC's objectives.
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos, and video, as well as direct outreach to broadcast outlets to
inform OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted broadcast outlets to achieve a minimum
of two (2) earned or sponsored placements during the task period.
b. Provide necessary support, resources, and dedicated ROC spokespeople for any
earned media opportunities.
c. Share earned story placements throughout ROC online and social channels.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for broadcast channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
Ready OC Statement of Work 1 �y� 20
FY 24-25 v �/ r
Communicafionst AB
TASK 8: PROJECT MANAGEMENT 8 PARTNER RELATIONS
Objective: Manage campaign updates and activities including, but not limited to
meetings, monthly activity reporting, programming documentation, regular
communications and presentations to Santa Ana Project Manager and corresponding
agency partners during this task order.
Task Description: Provide campaign and promotion updates to the Santa Ana Project
Manager through regularly scheduled phone calls and/or emails and meetings (as
needed or requested). Manage the ongoing reporting and measurement of campaign
data and maintain weekly and monthly communication with the Santa Ana Project
Manager including at least one formal meeting/conference call during the quarter,
unless otherwise directed and approved by the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Coordinate, manage and participate in at least one team meeting.
b. Provide monthly or bi-monthly campaign and promotion updates to the Santa
Ana Project Manager
c. Manage the weekly and monthly reporting of campaign measurement.
d. Manage ongoing 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.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 8-A: PROJECT MANAGEMENT & PARTNER RELATIONS (SUMMER/FALL 2024)
Objective: Manage campaign updates and activities including, but not limited to
meetings, monthly activity reporting, programming documentation, regular
communications, and presentations to Santa Ana Project Manager.
Task Description: Provide campaign and promotion updates to the Santa Ana Project
Manager through regularly scheduled phone calls and/or emails and meetings (as
needed or requested). Manage the ongoing reporting and measurement of campaign
data and maintain monthly or bi-monthly communication with the Santa Ana Project
Manager including at least one formal meeting/conference call during the quarter,
unless otherwise directed and approved by the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
Ready OC Statement of Work C J 21
FY 24-25
Communicati=LAB
a. Provide monthly campaign or bi-monthly promotion updates to the Santa Ana
Project Manager
b. Manage the weekly and monthly reporting of campaign measurement.
c. Manage ongoing budget and campaign schedule.
d. Submit task completion letters with task invoices to the Santa Ana Project
Manager
e. Work with ROC partners to provide regular updated per quarter.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of December 2024.
TASK 8-11: PROJECT MANAGEMENT & PARTNER RELATIONS (WINTER/SPRING 2025)
Objective: Manage campaign updates and activities including, but not limited to
meetings, monthly activity reporting, programming documentation, regular
communications and presentations to Santa Ana Project Manager and corresponding
agency partners during this task order.
Task Description: Provide campaign and promotion updates to the Santa Ana Project
Manager through regularly scheduled phone calls and/or emails and meetings (as
needed or requested). Manage the ongoing reporting and measurement of campaign
data and maintain monthly or bi-monthly communication with the Santa Ana Project
Manager including at least one formal meeting/conference call during the quarter,
unless otherwise directed and approved by the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Coordinate, manage and participate in at least one team meeting.
b. Provide monthly or bi-monthly campaign and promotion updates to the Santa
Ana Project Manager
c. Manage the weekly and monthly reporting of campaign measurement.
d. Manage ongoing budget and campaign schedule.
e. Submit task completion letters with task invoices to the Santa Ana Project
Manager
f. Work with Ready OC partners to provide regular updated per quarter.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2024.
Ready OC Statement of Work yS 22
FY 24-25 v W S
CommunicationsLAB
TASK 9: Reciprocal Partnerships (Free Placements & Positioning)
Objective: Provide Ready OC with broader message awareness through the use of free
and reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide ROC free messaging placement and positioning that widely
broadens ROC's campaign messages and supply printed promotional materials and
collateral as needed. Confer with and report progress to the Santa Ana Project
Manager through regularly scheduled phone calls and/or emails and meetings (as
needed or requested). Manage the ongoing reporting and measurement of task
progress and maintain weekly and monthly communication with the Santa Ana Project
Manager including at least one formal meeting/conference call during the quarter,
unless otherwise directed and approved by the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
d. Provide generic and customized collateral materials as needed.
e. Manage initiative reporting and campaign measurement.
f. Manage ongoing budget and campaign schedule.
g. 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.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 9-A: Reciprocal Partnerships: Outreach & Coordination (SUMMER/FALL 20241
Objective: Provide Ready OC with broader message awareness through the use of free
and reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide Ready OC free messaging placement and positioning that widely
broadens awareness of Ready OC's campaign messages.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
Ready OC Statement of Work JJ C a 23
FY 24-25
c. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of December 2024.
TASK 9-B: Reciprocal Partnerships: Outreach & Coordination (WINTER/SPRING 2025)
Objective: Provide ROC with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide Ready OC free messaging placement and positioning that widely
broadens awareness of Ready OC's campaign messages.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of June 2025.
TASK 9-C: Reciprocal Partnerships: Collateral Production & Distribution (SUMMER/FALL
2024)
Objective: Provide Ready OC with broader message awareness through the use of free
and reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
a. Develop print materials and customized collateral for Reciprocal Partners.
b. Distribute print materials and customized collateral for Reciprocal Partners.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
Ready OC Statement of Work C 24
FY 24-25 L� Q
CommunicationsLAB
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of December 2024.
TASK 9-1): Reciprocal Partnerships: Collateral Production & Distribution (WINTER/SPRING
2025)
Objective: Provide Ready OC with broader message awareness through the use of free
and reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
c. Develop print materials and customized collateral for Reciprocal Partners.
d. Distribute print materials and customized collateral for Reciprocal Partners.
Santa Ana shall:
c. Approve campaign progress, updates, and promotions.
d. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 10: Retail Sianaae Program (Home Depot & Lowes)
Objective: Provide Ready OC with broader message awareness through the use of
specific marketing material placements at regional Home Depot and Lowes stores.
Task Description: Conduct discussions with Home Depot and Lowes stores to develop
marketing partnership in an effort to provide Ready OC preferred in-store placement
and positioning that widely broadens Ready OC's campaign messages. Work with
partners to develop specific promotional materials, identify onsite event opportunities,
and POS collateral as needed.
Responsibilities:
Comm LAB shall:
a. Identify key contacts for partnership discussions.
b. Develop partnership pitch deck in coordination with Santa Ana Project
Manager.
c. Conduct partnership meetings and seek written confirmation of participation.
d. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
e. Secure potential partnerships and acquire written confirmation.
f. Provide generic and customized collateral materials as needed.
g. Coordinate onsite events as needed.
Ready OC Statement of Work , `%�y` 25
FY 24-25 v %O v
CommunicalionsLAB
Manage initiative reporting and campaign measurement.
Manage ongoing budget and campaign schedule.
Submit task completion letters with task invoices to the Santa Ana Project
Manager
Santa Ana shall:
c. Approve campaign progress, updates, and promotions.
d. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 10-A: Retail Sianaae Proaram: Outreach & Coordination (SUMMER/FALL 2024)
Objective: Provide Ready OC with broader message awareness through the use of
specific marketing material placements at regional Home Depot and Lowes stores.
Task Description:
Conduct discussions with Home Depot and Lowes stores to develop marketing
partnership in an effort to provide Ready OC preferred in-store placement and
positioning that widely broadens Ready OC's campaign messages.
Responsibilities:
Comm LAB shall:
a. Identify key contacts for partnership discussions.
b. Develop partnership pitch deck in coordination with Santa Ana Project
Manager.
c. Conduct partnership meetings and seek written confirmation of participation.
d. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
e. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of Dec. 2024.
TASK 10-B: Retail Sianaae Program: Outreach & Coordination (WINTER/SPRING 2025)
Objective: Provide Ready OC with broader message awareness through the use of
specific marketing material placements at regional Home Depot and Lowes stores.
Task Description: Conduct discussions with Home Depot and Lowes stores to develop
marketing partnership in an effort to provide Ready OC preferred in-store placement
and positioning that widely broadens Ready OC's campaign messages.
Ready OC Statement of Work j C% 26
FY 24-25 l V
CommunicalionslAb
Responsibilities:
Comm LAB shall:
a. Identify key contacts for partnership discussions.
b. Develop partnership pitch deck in coordination with Santa Ana Project
Manager.
c. Conduct partnership meetings and seek written confirmation of participation.
d. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
e. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria: This task is considered complete upon completion of
administrative deliverables and when the Santa Ana Project Manager signs the
completion letter for the task. Planned completion and implementation are by the end
of June 2025.
TASK 10-C: Retail Sianaae Program: Collateral Production & Distribution (SUMMER/FALL
20241
Objective: Provide Ready OC with broader message awareness through the use of
specific marketing material placements at regional Home Depot and Lowes stores.
Task Description: Work with confirmed partners to develop specific promotional
materials, identify onsite event opportunities, and POS collateral as needed.
Responsibilities:
Comm LAB shall:
a. Develop generic and customized collateral materials as needed.
b. Manage Program and Corporate approval processes.
c. Produce and distribute approved materials.
d. Manage initiative reporting and campaign measurement.
e. Manage ongoing budget and campaign schedule.
f. 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.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of Dec. 2024.
TASK 10-D: Retail Sianaae Program: Collateral Production & Distribution (WINTER/SPRING
2025
Ready OC Statement of Work c�, 27
FY 24-25 C✓ �v1
Comma... _.
Objective: Provide Ready OC with broader message awareness through the use of
specific marketing material placements at regional Home Depot and Lowes stores.
Task Description: Work with confirmed partners to develop specific promotional
materials, identify onsite event opportunities, and POS collateral as needed.
Responsibilities:
Comm LAB shall:
a. Develop generic and customized collateral materials as needed.
b. Manage Program and Corporate approval processes.
c. Produce and distribute approved materials.
d. Manage initiative reporting and campaign measurement.
e. Manage ongoing budget and campaign schedule.
f. 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.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
the task. Planned completion and implementation are by the end of June 2025.
TASK 11: HISPANIC & ASIAN MEDIA RELATIONS & OUTREACH
Objective: Extend ROC program reach and awareness through expansion of earned
media program to include ethnic media outlets.
Task Description: Develop and implement media promotions including, but not limited
to, management and enhancement of Ready OC's objectives, mission, and micro
campaigns. Conduct in -language media relations activities to ethnic media outlets
that reach Orange County audiences. Task includes ongoing measurement and
tracking of promotional elements.
Activities will include:
a. Publicity/Media Outreach - conduct outreach to local and/or national Hispanic
& Asian media outlets to achieve a minimum of two earned or sponsored
placements during the contract period.
Responsibilities:
Comm LAB shall:
a. Execute outreach to local and/or national Hispanic & Asian media outlets to
promote Ready OC
b. Work with partners and stakeholders to acquire appropriate, bilingual public
spokespeople as needed.
c. Plan, develop and produce any necessary video with approval from the Santa
Ana Project Manager.
d. Execute distribution in accordance with approved plans.
Ready OC Statement of Work C 1 28
FY 24-25 L�Q
CommunicationslAB
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
Completion Criteria: This task is considered complete upon completion of administrative
deliverables and when the Santa Ana Project Manager signs the completion letter for
each subtask noted below.
TASK 11-A: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (HISPANIC)
(SUMMER/FALL 2024)
Objective: Conduct media relations, promotions, and concentrated publicity outreach
to regional Hispanic media print, online and/or broadcast outlets to promote ROC
programming elements, initiatives, and calendar of activities.
Task Description: Develop and implement media relations activities including, but not
limited to, management and enhancement of ROC's objectives, mission, and
campaigns. Conduct in -language media relations activities to ethnic media outlets
that reach Orange County audiences. Task includes ongoing measurement and
tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Hispanic media outlets on behalf of ROC.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
b. Approve initiative concepts, production, and distribution plan.
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 at
the end of Dec. 2024.
TASK 11-13: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (ASIAN) (SUMMER/FALL
2024)
Objective: Conduct media relations, promotions, and concentrated publicity outreach
to regional Asian media broadcast outlets to promote ROC programming elements,
initiatives, and calendar of activities.
Task Description:
Develop and implement media promotions including, but not limited to, management
and enhancement of Ready OC's objectives, mission, and micro campaigns. Conduct
in -language media relations activities to broadcast ethnic media outlets that reach
Ready OC Statement of Work C 29
FY 24-25 L(ka
CommunicationslAB
Orange County audiences. Task includes ongoing measurement and tracking of
promotional elements.
Responsibilities:
Comm LAB shall:
a. Execute media pitches and outreach to local broadcast Asian Media outlets to
promote Ready OC.
b. Plan, develop and produce necessary video assets with approval from the Santa
Ana Project Manager.
c. Execute distribution in accordance with approved plans.
Santa Ana shall:
c. Approve initiative concepts, production, and distribution plan.
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 at the end of Dec. 2024.
TASK 11-C: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (HISPANIC)
(WINTER/SPRING 2025)
Objective: Conduct media relations, promotions, and concentrated publicity outreach
to regional Hispanic media print, online and/or broadcast outlets to promote ROC
programming elements, initiatives, and calendar of activities.
Task Description: Develop and implement media relations activities including, but not
limited to, management and enhancement of ROC's objectives, mission, and
campaigns. Conduct in -language media relations activities to ethnic media outlets
that reach Orange County audiences. Task includes ongoing measurement and
tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Hispanic media outlets on behalf of ROC.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
d. Approve initiative concepts, production, and distribution plan.
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 at
the end of June 2025.
Ready OC Statement of Work C 30
FY 24-25 LVQ
CommunicationsLAB
TASK 11-1): IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (ASIAN) (WINTER/SPRING
2025
Objective: Conduct media relations, promotions, and concentrated publicity outreach
to regional Asian print and broadcast media outlets to promote ROC programming
elements, initiatives, and calendar of activities.
Task Description:
Develop and implement media promotions including, but not limited to, management
and enhancement of Ready OC's objectives, mission, and micro campaigns. Conduct
in -language media relations activities to Asian media outlets that reach Orange County
audiences. Task includes ongoing measurement and tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Execute media pitches and outreach to local broadcast Asian Media outlets to
promote Ready OC.
b. Plan, develop and produce necessary video assets with approval from the Santa
Ana Project Manager.
c. Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
TASK 12: PUBLIC SERVICE ANNOUNCEMENT (PSAI
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through the production of a broadcast -quality Public Service
Announcement for regional distribution online, via television and cable broadcast, and
free or paid digital placement.
Task Description: Develop and produce one (1) Public Service Announcement for
distribution.
Activities will include:
a. Develop messaging concept for PSA
b. Draft PSA Script and/or Storyboard
c. Coordinate & manage all production including: filming, actors, filming rights,
voiceovers, etc.
all. Post -production editing and multi -format output.
e. Distribute PSA to partners, confirmed media outlets and through paid
placement.
Ready OC Statement of Work t 1 ` 31
FY 24-25 k t
CommunicationlAB
Responsibilities:
Comm LAB shall:
a. Develop messaging concept for PSA
b. Draft PSA Script and/or Storyboard
c. Coordinate & manage all production including: filming, actors, filming rights,
voiceovers, etc.
d. Post -production editing and multi -format output.
e. Distribute PSA to partners, confirmed media outlets and through paid
placement.
Santa Ana shall:
b. Approve PSA concepts, production, and distribution plan.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 12-A: PSA- PRODUCTION & DISTRIBUTION (04 24)
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through the production of a broadcast -quality Public Service
Announcement for regional distribution online, via television and cable broadcast, and
free or paid digital placement.
Task Description: Develop and produce one (1) Public Service Announcement for
distribution.
Activities will include:
a. Develop messaging concept for PSA.
b. Draft PSA Script and/or Storyboard
c. Coordinate & manage all production including filming, actors, filming rights,
voiceovers, etc.
d. Post -production editing and multi -format output.
e. Distribute PSA to partners, confirmed media outlets and through paid
placement.
Responsibilities:
Comm LAB shall:
a. Develop messaging concept for PSA.
b. Draft PSA Script and/or Storyboard
c. Coordinate & manage all production including filming, actors, filming rights,
voiceovers, etc.
d. Post -production editing and multi -format output.
e. Distribute PSA to partners, confirmed media outlets and through paid
placement.
Santa Ana shall:
Ready OC Statement of Work C J 32
FY 24-25 LWI `r.1
Communicotin,
a. Approve PSA concepts, production, and distribution plan.
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 at the end of December
2024.
TASK 12-13: PSA-PRODUCTION & DISTRIBUTION (Q2-251
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through the production of a broadcast -quality Public Service
Announcement for regional distribution online, via television and cable broadcast, and
free or paid digital placement.
Task Description: Modify & refine Public Service Announcement for distribution as
needed. Continue distribution strategy.
Activities will include:
a. Distribute PSA to partners, confirmed media outlets and through paid
placement.
Responsibilities:
Comm LAB shall:
a. Additional post -production editing and multi -format output as needed.
b. Continue to identify and distribute PSA to additional partners, confirmed media
outlets and through paid placement.
Santa Ana shall:
a. Approve additional PSA placement opportunities.
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 at
the end of June 2025.
TASK 13: BACK -TO -CAMPUS: COLLEGE & UNIVERSITY ORIENTATION MESSAGING
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through partnerships with regional college and university.
Task Description: Conduct extensive outreach to potential higher -education partners
and seek commitments to include ROC messaging and materials during back -to -
campus orientation programs and events for new and returning students with a focus
on Freshman Orientation in particular.
Activities will include:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
Ready OC Statement of Work t, 1 33
FY 24-25 aI
CommunicalionslAB
c. Coordinate with partners to provide or develop messaging for student
audiences.
d. Develop and/or distribute scripts and collateral materials to partner campuses.
e. Monitor and report on initiative efficacy.
Responsibilities:
Comm LAB shall:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop messaging for student
audiences.
d. Develop and/or distribute scripts and collateral materials to partner campuses.
e. Attend on -campus start of term events as needed.
f. Monitor and report on initiative efficacy.
Santa Ana shall:
a. Approve partnerships and any partner -specific materials or distribution plans.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 13-A: COLLEGE & UNIVERSITY OUTREACH & COORDINATION (03 24)
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through partnerships with regional colleges and universities.
Task Description: Conduct extensive outreach to potential higher -education partners
and seek commitments to include ROC messaging and materials during back -to -
campus orientation programs and events for new and returning students with a focus
on Freshman Orientation in particular.
Activities will include:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop messaging for student
audiences.
Responsibilities:
Comm LAB shall:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop messaging for student
audiences.
Santa Ana shall:
a. Approve partnerships and any partner -specific materials or distribution plans.
Ready OC Statement of Work t J� 34
FY 24-25 Ll Q
CommunicationstAS
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 at
the end of Sept. 2024.
TASK 13-B: COLLEGE & UNIVERSITY PRODUCTION & DISTRIBUTION (Q3 24)
Objective: Increase regional awareness of ROC's emergency preparedness programs
and resources through partnerships with regional college and university.
Task Description: Produce and distribute ROC messaging and materials, or partner -
specific messaging and materials, during back -to -campus orientation programs and
events for new and returning students with a focus on Freshman Orientation.
Activities will include:
a. Develop and/or produce scripts and collateral materials for partner campuses.
b. Distribute scripts and collateral materials for partner campuses.
c. Attend on -campus start -of -term events as needed.
d. Monitor and report on initiative efficacy.
Responsibilities:
Comm LAB shall:
a. Develop and/or produce scripts and collateral materials for partner campuses.
b. Distribute scripts and collateral materials for partner campuses.
c. Attend on -campus start -of -term events as needed.
d. Monitor and report on initiative efficacy.
Santa Ana shall:
b. Approve any partner -specific materials or distribution plans.
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 at the end of Sept. 2024.
***BUDGET OUTLINE ON NEXT PAGE***
Ready OC Statement of Work C ) 35
FY 24-25 v r
CommunicationslA6
Task
Ready
Task Description
Quarter
Cost
TASK 1
DIGITAL COMMUNICATIONS
Task 1-A
Nevdetler Distribution
Q324
$ 1'500.00
Task 1-B
Newsletter Distribution
0424
$ 1,501
Task 1-C
Newsletter Distribution
QI 25
$ 1.500.00
Task 1-D
Newsletter Distribution
Q225
$ 1,500.00
TASK
WEBSITE& MOBILE MAINTENANCE
Task 2-A
Website, Social Media &Mobile Outreach/Maintenance(Summer/Fall)
Q424
$ ID00D0
Task 2-3
Website, Social Media &Mari(. Outreach/Maintenance(Winter/Spring)
Q225
$ I,000AO
TASK 3
SOCIAL MEDIA OUTREACH
Task 3-A
ReadyOC Social Media Content Development
Q324
$ 6A00.00
Task 3-13
ReadyOC Social Media Content Development
Q424
$ 6.000.00
Task 3-C
ReadyOC Social Media Content Development
Q125
$ 6.00000
Task 3-D
ReadyOC Social Media Content Development
Q225
$ 6DOOA0
TASK 4
ADVERTISING (BUDGET)
Task 4A
ReadyOC Social Media/Search Advertising
Q324
$ 6,250D0
Task 4-B
ReadyOC Social Media/Search Advertising
Q424
$ 6,OO1
Task 4C
ReadyOC Social Media/Search Advertising
Of 25
$ 6D00.00
Task 4D
ReadyOC Social Media/Search Advertising
Q225
$ 5,750D0
TASK 5
MICRO CAMPAIGN: NATURAL DISASTER PREP
Task S-A
Stakeholder Collaboration
Q424
$ 3,501
Task S-B
Public Avmrenes&Outreach
Q424
$ 3,500.00
TASK 6
MICRO CAMPAIGN: ANALOG AWARENESS
Task 6-A
Stakeholder Collaboration
Q424
$ 2,501
Task 6-B
Collateral Development& Website Content
Q424
$ 4,OOOAO
Task 6-C
Video Production
Q424
$ 5.001
TASK 7
EARNED MEDIA OUTREACH
Task 7-A
Identify Earned Media Oppodunifies(Print/Digital) I Summer/Fall
Q424
$ 5DOOD0
Task 7-B
identify Earned Media Opportunities (Broadcast ISummer/Fall
Q424
$ 5D00A0
Task 7-C
Identify Earned Media Opportunities(Print/Digital) I Winter/Spring
Q225
$ 5D00.00
Task 7-D
Identify Earned Media Opportunities(Broadcast) I Winter/Spring
Q225
$ 5DOOD0
TASK 8
PROJECT MANAGEMENT & PARTNER RELATIONS
Task B-A
ReadyOC Project Management& Partner Relatiors(Summer/Fall)
Q424
$ 2S00Ao
Task B-B
Readl Project Management& Partner Roll Tons (Winter/Spring)
Q225
$ 2,501
TASK 9
Reciprocal Partnerships Free Placements & Positioning)
Task 9-A
Outreach& Coordination (Summer /Fall)
Q424
$ 2S00A0
Task 9-11
Outreach& Coordination (Winter/Spring)
Q225
$ 2,501
Task 9-C
Print Production/ Promotional Consideration (Summer /Fall 2024)
Q424
$ 11500DO
Task 9-D
Print Production/ Promotional Consideration(Winter/Spring 2024)
Q225
$ 1500.00
TASK 10
Retail Signage Program (Home Depot/Lowes Placements)
Task 10-A
Outreach & Coordination (Summer / Fall)
Q424
$ 1 250DO
Task TO
Outreach& Coordination (Winter /Sprlrgl
Q225
$ 1250.00
Task 10-C
Print Production/Manufacturing/ Distribution (Summer /Fall)
Q424
$ 5,001
Task 10-D
Print Production/ Pramoilonal Conssdemtion(Winter/Spring)
Q225
$ 5,000.00
TASK 11
Hispanic & Asian Media Relations & Outreach
Task ll-A
Identify Earned Media Opportunities (Hispanic Media) I Summer/Fall
Q424
$ 2.500A0
Task 11-B
Identify Earned Media Opportunities (Asian Media) ISummer/Fall
Q424
$ 2.5OOA0
Task 11-C
Identify Earned Media Opportunities(Hispanic Media) I Winter/Spring
Q225
$ 2,500.00
Task 11-D
Identify Earned Media Opportunities (Asian Media) I Winter/Spring
Q225
$ 2,500D0
TASK 12
Public Service Announcement (PSA
Task 12-A
Production, Scripting, Produce & Distribution
Q4 24
$ I O,OODDO
Task 12-B
Production, Scripting, Produce & Distribution
Q225
$ 5,OOOD0
TASK 13
Back -To -School Orientation (Colleges) Messaging
Task 13A
Outreach & Coordination
Q324
$ 2DOODO
Task 73-8
Print Production & Distribution
Q324
$ 2,500DO
SUBTOTAL
$ 149400DO
CONTINGENCY
$ 10.001
Project Total
1
$ 159,500.00
Quarter
Cost
Q324
$
18,250,00
Q424
$
70,750D0
of 25
$
13S00A0
Q225
$
47DOOD0
FY24-25 Total 1 $ 1
TOTAL 1 $ 159,500.00
Ready OC Statement of Work ) C!` 36
FY 24-25 er r er
CommunicotionsLAB
EXHIBIT B-3
FY24-25 SAFE OC STATEMENT OF WORK
General Information:
The following Statement of Work (SOW) defines the principal activities and
responsibilities of all parties for public outreach services to support the Safe OC (S4), the
local iteration of the national See Something, Say Something anti -terrorism public
awareness campaign. This scope of work shall stand as an agreement between the
City of Santa Ana (here -in -after Santa Ana) and Communications LAB (here -in -after
Comm LAB) for the contracted period.
Comm LAB will supply the following services:
Marketing:
• Brand Management
• Collateral (fact sheets, brochures, trifolds, etc.)
• Video Production
Digital Marketing
• Website Maintenance
• Newsletter Development
• Social Media
a. Content Development
b. Graphic Design
c. KPI reports
Advertising:
Social Media/Search Engine/Key Word ads
Paid Advertising
Earned Media:
• Broadcast Media Placements (English -language & Ethnic Media Outlets)
• Print Media Placements (English -language & Ethnic Media Outlets)
• Media/corporate promotions
• Media Training
• Public Information Support
Outreach -Education- Partnerships:
• Publicity Service Announcements (PSA)
• Local Stakeholder Outreach
• Elected Officials Outreach
• Partner Outreach
Project Management
• Project Administration Services
• Routine Meeting with S4 Strategy Team
• KPI Reports
Safe OC Statement of Work ��V�`\
FY 24-25 !✓
CommunicotionsrAB
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 Comm LAB and Santa Ana fulfilling their respective
responsibilities as defined in the Agreement and within this document.
This SOW is contingent upon both Comm LAB 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
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.
Comm LAB Responsibilities:
a. Maintain project communications with Santa Ana's Project Manager.
b. Manage the efforts of the Comm LAB team and coordinate Comm LAB
activities with the Santa Ana Project Manager.
c. Conduct on -site status meetings with Santa Ana's Project Manager when
reasonably required at the discretion of Santa Ana to discuss project
status.
d. Provide timely responses, within 48 hours (2) 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 Comm LAB Project Manager.
b. Manage the efforts of S4 involved staff and coordinate S4 activities with
the Comm LAB Project Manager.
Safe OC Statement of Work j �?
FY 24-25 CommunicationsLAB
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 Comm LAB Project Manager on a monthly basis or as may
otherwise be reasonably required to discuss project status.
e. Provide timely responses, within 48 hours (2) business days, to issues raised
by Santa Ana's 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 Comm LAB access to server and network equipment and work
areas on a 24x7 basis, with pre -authorization for off -hours.
k. Provide workspace for Comm LAB personnel as reasonably requested.
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: DIGITAL COMMUNICATIONS
Objective: Develop and distribute consistent digital communications to inform the
public about S4 updates, alerts, campaigns, and tips to help improve public safety.
Task Description: Through various digital tactics, Comm LAB will work to develop
necessary assets for digital communications to be conveyed through online channels.
As part of this effort, databases will be built to house stakeholders and grown both
organically and through recruitment efforts. These monthly communications will include
email and newsletter vehicles that support the following:
a. Promotion of general S4 information, tools, resources, etc.
b. S4 micro -campaigns: promotion of various material and messaging in relation to
our pre -approved micro -campaigns.
c. Time -sensitive S4 messaging
Responsibilities:
Comm LAB shall:
a. Create a monthly e-newsletter and distribute to S4 database.
b. Utilize online marketing tactics to grow S4 database.
c. Provide KPI report to Santa Ana Project to show progress.
Safe OC Statement of Work ��,�������
FY 24-25
CommunicafionsLAB
Santa Ana shall:
a. Review, edit, and approve newsletter drafts for distribution.
Completion Criteria:
This task is considered complete upon the fulfillment of the deliverables detailed in the
task descriptions below by the Santa Ana Project Manager.
TASK 1-A: NEWSLETTER DISTRIBUTION (Q3 2024)
Objective: Develop and distribute consistent digital communications to inform the
public about S4 updates, alerts, campaigns, and tips to help improve public safety.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Create a monthly e-newsletter and distribute to S4 database.
b. Utilize online marketing tactics to grow S4 database.
c. Provide KPI report to Santa Ana Project to show progress.
Santa Ana shall:
a. As needed, review, edit, and approve newsletter drafts for distribution.
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 at the end of September
2024.
TASK 1-13: NEWSLETTER DISTRIBUTION (Q42024)
Objective: Develop and distribute consistent digital communications to inform the
public about S4 updates, alerts, campaigns, and tips to help improve public safety.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Create a monthly e-newsletter and distribute to S4 database.
b. Utilize online marketing tactics to grow S4 database.
c. Provide KPI report to Santa Ana Project to show progress.
Santa Ana shall:
a. As needed, review, edit, and approve newsletter drafts for distribution.
Safe OC Statement of Work � k �
FY 24-25 '�'v` "
CommunicationsLAB
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 at the end of December
2024.
TASK 1-C: NEWSLETTER DISTRIBUTION (Ql 2025)
Objective: Develop and distribute consistent digital communications to inform the
public about S4 updates, alerts, campaigns, and tips to help improve public safety.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Create a monthly e-newsletter and distribute to S4 database.
b. Utilize online marketing tactics to grow S4 database.
c. Provide KPI report to Santa Ana Project to show progress.
Santa Ana shall:
a. As needed, review, edit, and approve newsletter drafts for distribution.
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 at the end of March 2025.
TASK 1-D: NEWSLETTER DISTRIBUTION (Q220251
Objective: Develop and distribute consistent digital communications to inform the
public about S4 updates, alerts, campaigns, and tips to help improve public safety.
Task Description: Create monthly newsletters and set distribution frequency. This
includes all aspects related to the curation of a newsletter including but not limited to
writing copy and generating graphics.
Responsibilities:
Comm LAB shall:
a. Create a monthly e-newsletter and distribute to S4 database.
b. Utilize online marketing tactics to grow S4 database.
c. Provide KPI report to Santa Ana Project to show progress.
Santa Ana shall:
a. As needed, review, edit, and approve newsletter drafts for distribution.
Safe OC Statement of Work �,�y� �
FY 24-25 "_" `_"
CommunicotionsLAB
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 at the end of June 2025
TASK 2: WEBSITE & MOBILE MAINTENANCE
Objective:
Update, manage, host, and maintain the S4 website and provide recommendations for
updates to improve the user experience and functionality.
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 2-A: WEBSITE & MOBILE MAINTENANCE (SUMMER/FALL 2024)
Objective: Update, manage, host, and maintain the S4 website and provide
recommendations for updates to improve the user experience and functionality.
Task Description: Provide routine updates of the S4 website including content, imagery,
and navigation.
Responsibilities:
Comm LAB shall:
a. Update the S4 website with any additions/changes provided by the Santa Ana
Project Manager
b. Ensure all hosting, server, maintenance, and updates are maintained.
c. Manage transition to proscribed .GOV domain(s).
Santa Ana shall:
a. Provide any edits and/or additions for the S4 website.
b. Approve any update and/or additions to the S4 website
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 December 2024.
Safe OC Statement of Work ���
FY 24-25 LWI "
CommunicationsLAB
TASK 2-113: WEBSITE & MOBILE MAINTENANCE (WINTER/SPRING 20251
Objective: Update, manage, host, and maintain the S4 website and provide
recommendations for updates to improve the user experience and functionality.
Task Description: Provide routine updates of the S4 website including content, imagery,
and navigation.
Responsibilities:
Comm LAB shall:
a. Update the S4 website with any additions/changes provided by the Santa Ana
Project Manager
b. Ensure all hosting, server, maintenance, and updates are maintained.
Santa Ana shall:
a. Provide any edits and/or additions for the S4 website.
b. Approve any update and/or additions to the S4 website.
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 June 2025.
TASK 3: SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT
Objective: Develop consistent social media content based on messaging strategies for
S4 objectives and micro -campaigns. The content will be focused on increasing users'
post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the S4 social media timeline calendar, as well as social media advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Safe OC Statement of Work ���
FY 24-25 aw, "'Q
CommunicationsLAB
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 3-A: S4 SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Q3 241
Objective: Develop consistent social media content based on messaging strategies for
S4 objectives and micro -campaigns. The content will be focused on increasing users'
post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the S4 social media timeline calendar, as well as social media advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of Sept. 2024.
Safe OC Statement of Work ; �
FY 24-25 '___
CommunicationsLAB
TASK 3-11: S4 SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Q4 241
Objective: Develop consistent social media content based on messaging strategies for
S4 objectives and micro -campaigns. The content will be focused on increasing users'
post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the S4 social media timeline calendar, as well as social media advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
C. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of Dec. 2024.
TASK 3-C: S4 SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Ql 25)
Objective: Develop consistent social media content based on messaging strategies for
S4 objectives and micro -campaigns. The content will be focused on increasing users'
post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the S4 social media timeline calendar, as well as social media advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Safe OC Statement of Work % ��?�
FY 24-25 f✓ `r.1
CommunicationsLAB
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of March 2025.
TASK 3-D: S4 SOCIAL MEDIA CONTENT DEVELOPMENT/MANAGEMENT (Q2 25)
Objective: Develop consistent social media content based on messaging strategies for
S4 objectives and micro -campaigns. The content will be focused on increasing users'
post engagements and website traffic.
Task Description: Develop contemporary and engaging social media content in various
formats including graphics, memes, surveys, video, gifs, etc. This content will be used for
both the S4 social media timeline calendar, as well as social media advertising.
a. Develop social media calendar.
b. Post time -sensitive information on social media channels.
c. Keep social media channels updated.
Responsibilities:
Comm LAB shall:
a. Develop a 6-week social media calendar with draft respective imagery for Santa
Ana Project Manager approval.
b. The calendar will include social media platforms, date of publication, copy for
social media post, graphic, links, hashtags.
c. Schedule 6-week social media calendar meetings to review social media
calendar when needed.
d. Implement any updates and/or edits to the social media calendar.
e. Cross -post content from Safe OC and Program Partners as appropriate.
Safe OC Statement of Work rI }� 10
FY 24-25 CommunicationsLAS
f. Post time -sensitive content at the direction of the Santa Ana Project Manager
g. Provide 6-week social media KPI reports on post engagement, traffic, and trends.
Santa Ana shall:
a. Provide feedback and input for social media calendar.
b. Attend 6-week social media calendar meetings when needed.
c. Provide any time -sensitive social media messaging to staff when appropriate.
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 at the end of June 2025.
TASK 4: SOCIAL MEDIA & DIGITAL ADVERTISING (DIGITAL ADVERTISING)
Objective: Promote S4's overall objectives and micro -campaigns when relevant on its
main social media platforms and digital channels via online advertising.
Task Description: Execute the digital advertising strategy to boost S4's social media
channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content to targeted audiences.
b. Execute digital advertising through other online channels (Google AdWords,
etc.)
c. Create any necessary content.
Responsibilities:
Comm LAB shall:
a. Boost social media timeline content to targeted audiences.
b. Create social media advertisements.
c. Analyze engagement and advertising results.
d. Provie KPI report on performance.
Santa Ana shall:
a. Provide feedback and approval on digital advertising budget on search and
social.
b. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
This task is considered complete upon fulfillment of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 4-A: S4 SOCIAL MEDIA & SEARCH ADVERTISING (Q3 24)
Objective: Promote S4's overall objectives and micro -campaigns when relevant on its
main social media platforms via online advertising.
Safe OC Statement of Work
FY 24-25
LQr
CommunicationsLAS
11
Task Description: Execute the digital advertising strategy to boost S4's social media
channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content to targeted audiences.
b. Create any necessary content.
Responsibilities:
Comm LAB shall:
a. Boost social media timeline content to targeted audiences.
b. Create social media advertisements.
c. Analyze engagement and advertising results.
d. Provie KPI report on performance.
Santa Ana shall:
a. Provide feedback and approval on digital advertising budget on search and
social.
b. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of Sept. 2024.
TASK 4-13: S4 SOCIAL MEDIA & SEARCH ADVERTISING (Q4 24)
Objective: Promote S4's overall objectives and micro -campaigns when relevant on its
main social media platforms via online advertising.
Task Description: Execute the digital advertising strategy to boost S4's social media
channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content to targeted audiences.
b. Create any necessary content.
Responsibilities:
Comm LAB shall:
a. Boost social media timeline content to targeted audiences.
b. Create social media advertisements.
c. Analyze engagement and advertising results.
d. Provie KPI report on performance.
Santa Ana shall:
a. Provide feedback and approval on digital advertising budget on search and
social.
b. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
Safe OC Statement of Work 1��'� 12
FY 24-25 CommunicationsLAB
This task is considered complete upon the fulfillment 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 at the end of Dec. 2024.
TASK 4-C: S4 SOCIAL MEDIA & SEARCH ADVERTISING (Q) 20251
Objective: Promote S4's overall objectives and micro -campaigns when relevant on its
main social media platforms via online advertising.
Task Description: Execute the digital advertising strategy to boost S4's social media
channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content to targeted audiences.
b. Create any necessary content.
Responsibilities:
Comm LAB shall:
a. Boost social media timeline content to targeted audiences.
b. Create social media advertisements.
c. Analyze engagement and advertising results.
d. Provie KPI report on performance.
Santa Ana shall:
a. Provide feedback and approval on digital advertising budget on search and
social.
b. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of March 2025.
TASK 4-11): S4 SOCIAL MEDIA & SEARCH ADVERTISING (Q2 25)
Objective: Promote S4's overall objectives and micro -campaigns when relevant on its
main social media platforms via online advertising.
Task Description: Execute the digital advertising strategy to boost S4's social media
channels, messaging, micro -campaigns, and objectives.
a. Boost social media timeline content to targeted audiences.
b. Create any necessary content.
Responsibilities:
Comm LAB shall:
a. Boost social media timeline content to targeted audiences.
b. Create social media advertisements.
c. Analyze engagement and advertising results.
d. Provie KPI report on performance.
Safe OC Statement of Work
FY 24-25
t �
aw,QQ
CommunicafionsLAB
13
Santa Ana shall:
a. Provide feedback and approval on digital advertising budget on search and
social.
c. Review KPI report at the end of each subsequent digital marketing task order.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of June 2025.
TASK 5: MICRO CAMPAIGN: CYBERSECURITY & SAFETY
Objective: Develop a S4 campaign to raise awareness about Cybersecurity & Safety.
Educate followers on the most up-to-date scams and how to avoid and report them.
Task Description: Implement a strategy to promote Cybersecurity awareness and how
to stay safe online. The plan will include outreach channels, partnerships, proposed
assets, communications, and schedule.
Responsibilities:
Comm LAB shall:
a. Develop the strategy to promote the S4 campaign.
b. Implement the strategy to promote the S4 campaign, contact partners, execute
online outreach, and develop promotional materials.
c. Develop an outreach timeline for the next year.
d. Begin to execute micro -campaign tasks in accordance with the approved plan.
Santa Ana shall:
a. Approve micro campaign plan for execution and provide input.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 5-A: CYBERSECURITY & SAFETY: STAKEHOLDER OUTREACH (04 24)
Objective: Build upon and expand existing S4 stakeholder database to conduct robust
outreach.
Task Description: Build upon and expand existing S4 stakeholder database to conduct
robust outreach to key partners, stakeholders, and potential partners who can assist in
the outreach, advertising, and communications of promoting awareness for S4
campaign. This task includes:
Responsibilities:
Comm LAB shall:
Safe OC Statement of Work %� v r
FY 24-25 CommunicationsLAB
14
a. Expand list of existing and potential S4 stakeholders and partners for the
approval of the Santa Ana Project Manager.
b. Conduct robust outreach to new and existing partners.
c. Collaborate with partners and stakeholders on programs and campaigns.
Santa Ana shall:
a. Provide approval on the list of potential stakeholders.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of Dec. 2024.
TASK 5-B: CYBERSECURITY & SAFETY: COLLATERAL & WEBSITE UPDATE (04 24)
Objective: Develop engaging collateral and website content for the S4 Cybersecurity &
Safety campaign.
Task Description: Develop engaging collateral and website content for the S4
Cybersecurity & Safety campaign that supports S4's approved content strategies and
influences the desired demographic segment.
a. Identify the number of assets to be developed.
b. Develop content for collateral materials.
c. Create any needed graphic design and/or assets for collateral.
d. Work with Santa Ana Project Manager on approval.
Responsibilities:
Comm LAB shall:
a. Create collateral to promote scams and reporting on behalf of S4.
b. Present collateral to and seek approval of Santa Ana Project Manager.
Santa Ana shall:
a. Santa Ana Project Manager will approve collateral for implementation.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of Dec. 24.
TASK 5-C: CYBERSECURITY & SAFETY: VIDEO DEVELOPMENT (Q4 24)
Objective: Develop an effective messaging and outreach strategy to educate
residents on the importance of cybersecurity at home and at work.
Task Description: Produce compelling video content that educates residents on the
importance of cybersecurity at home or at work scams and how to keep themselves
safe from such risks. This task includes:
a. Drafting effective messaging and calls to action.
b. Video Production, editing and output.
Safe OC Statement of Work FY 24-25 a0���������
l �'
CommunicationslAB
15
c. Identifying outreach channels with high traffic to core demographic and
geographic targets.
d. Setting messaging frequency.
Responsibilities:
Comm LAB shall:
a. Create a strategy to appeal to the selected demographics and geographic
targeted areas.
b. Present strategy to and seek the approval of the Santa Ana Project Manager.
c. Begin to execute strategy in accordance with the approved plan.
d. Provide messaging options and taglines for marketing/advertising.
e. Produce video content for distribution.
Santa Ana shall:
a. Provide feedback and input on messaging and outreach strategies.
b. Approve messaging and outreach strategy for execution.
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 at
the end of Dec. 2024.
TASK 6: MICRO CAMPAIGN: WORKPLACE SAFETY
Objective: Educate working professionals about Workplace Safety relative to S4
program objectives and encourage reporting of suspicious behavior.
Task Description: Develop a strategic campaign targeting working professionals that
provides education and awareness of Workplace Safety and encourages reporting of
suspicious activity to local law enforcement and OCIAC. The campaign will include
outreach materials, additional social media channels, digital communications, and
online advertising.
Responsibilities:
Comm LAB shall:
a. Develop appropriate messaging and strategic goals.
b. Assess and select appropriate channels for outreach.
c. Present campaign tactics and timeline to Santa Ana Project Manager for
approval.
d. Execute campaign activities in accordance with the approved plan.
Santa Ana shall:
a. Approve micro campaign plan for execution and provide input.
Completion Criteria:
Safe OC Statement of Work j�� 16
FY 24-25 r✓
CommunicationsLAB
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 6-A: WORKPLACE SAFETY: STAKEHOLDER OUTREACH
Objective: Educate working professionals about Workplace Safety relative to S4
program objectives and encourage reporting of suspicious behavior.
Task Description: Develop a strategic campaign targeting working professionals that
provides education and awareness of Workplace Safety and encourages reporting of
suspicious activity to local law enforcement and OCIAC. The campaign will include
outreach materials, additional social media channels, digital communications, and
online advertising.
Responsibilities:
Comm LAB shall:
a. Develop comprehensive Stakeholder list and appropriate outreach tactics.
b. Consult Santa Ana Project Manager for feedback and approval.
c. Execute strategy in accordance with the approved plan.
d. Develop specific channel options and messaging for marketing/advertising.
Santa Ana shall:
a. Approve messaging and outreach strategy for execution.
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 at the end of Sept. 2024.
TASK 6-113: WORKPLACE SAFETY: VIDEO DEVELOPMENT
Objective: Educate working professionals about Workplace Safety relative to S4
program objectives and encourage reporting of suspicious behavior.
Task Description: Develop storytelling concepts and produce videos to raise awareness
concerning Workplace Safety and encourage reporting. This task includes:
a. Conceptualize messages and scripts.
b. Collect necessary collateral and produce film.
c. Distribute videos through appropriate channels.
Responsibilities:
Comm LAB shall:
a. Create videos to appeal to the selected demographic.
b. Draft scripts and any produce necessary digital assets.
c. Promote/boost videos within budget.
d. Produce videos and seek approval of Santa Ana Project Manager.
Safe OC Statement of Work j�V'� 17
FY 24-25 CommunicationsLAB
Santa Ana shall:
a. Provide necessary information and collateral.
b. Approve videos for distribution.
Completion Criteria:
This task is considered complete upon the fulfillment 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 at the end of Dec. 2024.
TASK 7: EARNED MEDIA OUTREACH
Objective: Seek opportunities to expand S4 messaging reach and awareness through
robust media relations activity to regional broadcast, print and online outlets.
Task Description:
Develop and implement media relations strategy including, but not limited to, the
creation of media events, press conferences, distribution of press releases,
development of video news releases (VNRs), and direct outreach to media outlets to
inform OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted local publications
(broadcast/print/digital) to achieve a minimum of two earned media
placements during the task period.
b. Working with publications and our program partners to provide necessary
information, resources, and S4 spokespeople for any related media stories.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 7-A: IDENTIFY EARNED MEDIA OPPORTUNITIES (PRINT/DIGITAL) (SUMMER/FALL 20241
Objective: Develop and execute media relations activities to entice local print and
online publications to promote S4's objectives.
Safe OC Statement of Work j�r� 18
FY 24-25 al Q
CommunicationslAB
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos and video, as well as direct outreach to print/digital outlets to inform
OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted local publications (print/digital) to
achieve a minimum of two (2) earned or sponsored placements during the task
period.
b. Placement of a minimum of two (2) S4 stories on Behind the Badge website.
c. Working with publications and our partners to provide necessary information,
resources, and S4 spokespeople for any related media stories.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for print/digital channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of Dec. 2024.
TASK 7-13: IDENTIFY EARNED MEDIA OPPORTUNITIES (BROADCAST) (SUMMER/FALL 20241
Objective: Develop and execute media relations activities to entice local broadcast
outlets to promote S4's objectives.
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos and video, as well as direct outreach to broadcast outlets to inform
OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted broadcast outlets to achieve a minimum
of two (2) earned or sponsored placements during the task period.
b. Provide necessary support, resources, and dedicated S4 spokespeople for any
earned media opportunities.
c. Share earned story placements throughout S4 online and social channels.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for broadcast channels.
Safe OC Statement of Work FY 24-25 "'_���Q
���"
CommunicatianlAB
19
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of Dec. 2024.
TASK 7-C: IDENTIFY EARNED MEDIA OPPORTUNITIES (PRINT/DIGITAL) (WINTER/SPRING
2025
Objective: Develop and execute media relations activities to entice local print and
online publications to promote S4's objectives.
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos and video, as well as direct outreach to print/digital outlets to inform
OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted local publications (print/digital) to
achieve a minimum of two (2) earned or sponsored placements during the task
period.
b. Placement of a minimum of two (2) S4 stories on Behind the Badge website.
c. Working with publications and our partners to provide necessary information,
resources, and S4 spokespeople for any related media stories.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for print/digital channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
TASK 7-D: IDENTIFY EARNED MEDIA OPPORTUNITIES (BROADCAST) (WINTER/SPRING 20251
Objective: Develop and execute media relations activities to entice local broadcast
outlets to promote S4's objectives.
Safe OC Statement of Work j��
FY 24-25 al w Q
CommunicationsLAB
20
Task Description: Develop and implement media relations strategy including, but not
limited to, the creation of media events, press conferences, distribution of press
releases, photos and video, as well as direct outreach to broadcast outlets to inform
OC residents about S4 program messaging and encourage reporting.
Activities will include:
a. Conduct media outreach to targeted broadcast outlets to achieve a minimum
of two (2) earned or sponsored placements during the task period.
b. Provide necessary support, resources, and dedicated S4 spokespeople for any
earned media opportunities.
c. Share earned story placements throughout S4 online and social channels.
Responsibilities:
Comm LAB shall:
a. Plan and execute earned media outreach strategy for broadcast channels.
b. Execute distribution in accordance with approved plans.
c. Seek approval of Santa Ana Project Manager on earned media stories.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
TASK 8: PROJECT MANAGEMENT & PARTNER RELATIONS
Objective: Professional management of S4 program that strives to achieve all program
goals and meets or exceeds metrics.
Task Description: Provide overall program management and oversight including, but
not limited to meetings, monthly activity reporting, programming documentation,
research, regular communications, and presentations to Santa Ana Project Manager
and identified corresponding agency partners during this task order. Manage the
ongoing reporting and measurement of campaign data and maintain weekly and/or
monthly communication with the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Coordinate and manage monthly internal team meetings.
b. Coordinate, schedule, and manage any necessary meetings with local partners.
c. Provide monthly program reports to the Santa Ana Project Manager.
d. Provide monthly reporting on active campaign measurements.
e. Manage ongoing budget and program schedule.
Safe OC Statement of Work j �( _l� 21
FY 24-25 CommunicationsLAB
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 completion letter for each subtask
noted below.
TASK 8-A: PROJECT MANAGEMENT & PARTNER RELATIONS (SUMMER/FALL 2024)
Objective: Manage campaign updates and activities including, but not limited to
meetings, monthly activity reporting, programming documentation, regular
communications and presentations to Santa Ana Project Manager and identified
corresponding agency partners during this task order.
Task Description:
Provide campaign updates to the Santa Ana Project Manager through regularly
scheduled phone calls and/or emails and meetings (as needed or requested). Manage
the ongoing reporting and measurement of campaign data and maintain weekly
and/or monthly communication with the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Coordinate and manage monthly internal team meetings.
b. Coordinate, schedule and manage any necessary meetings with local partners.
c. Provide monthly program updates to the Santa Ana Project Manager.
d. Provide monthly program campaign metrics reporting.
e. Manage ongoing budget and campaign schedule.
f. 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 completion letter for the task. Planned
completion and implementation are by the end of December 2024.
TASK 8-13: PROJECT MANAGEMENT & PARTNER RELATIONS (WINTER/SPRING 2025)
Safe OC Statement of Work 1��J
FY 24-25 1
Communications Lixu
22
Objective: Manage campaign updates and activities including, but not limited to
meetings, monthly activity reporting, programming documentation, regular
communications and presentations to Santa Ana Project Manager and identified
corresponding agency partners during this task order.
Task Description:
Provide campaign updates to the Santa Ana Project Manager through regularly
scheduled phone calls and/or emails and meetings (as needed or requested). Manage
the ongoing reporting and measurement of campaign data and maintain weekly
and/or monthly communication with the Santa Ana Project Manager.
Responsibilities:
Comm LAB shall:
a. Coordinate and manage monthly internal team meetings.
b. Coordinate, schedule and manage any necessary meetings with local partners.
c. Provide monthly program updates to the Santa Ana Project Manager.
d. Provide monthly program campaign metrics reporting.
e. Manage ongoing budget and campaign schedule.
f. 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 completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 9: RECIPROCAL PARTNERSHIPS (FREE PLACEMENTS & POSITIONING)
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide S4 free messaging placement and positioning that widely
broadens S4 campaign messages and supply printed promotional materials and
collateral as needed. Confer with and report progress to the Santa Ana Project
Manager through regularly scheduled phone calls and/or emails and meetings (as
needed or requested). Manage the ongoing reporting and measurement of task
progress.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
Safe OC Statement of Work j ��?� 23
FY 24-25 f✓ vl
CommunicafionsLAB
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
d. Provide generic and customized collateral materials as needed.
e. Manage initiative reporting and campaign measurement.
f. Manage ongoing budget and campaign schedule.
g. 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.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 9-A: RECIPROCAL PARTNERSHIPS: OUTREACH & COORDINATION (SUMMER/FALL
2024
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide S4 free messaging placement and positioning that widely
broadens awareness of S4's campaign messages.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of December 2024.
TASK 9-111: RECIPROCAL PARTNERSHIPS: OUTREACH & COORDINATION (WINTER/SPRING
20251
Safe OC Statement of Work
FY 24-25
L0Q
CommunicafionsLAB
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive regional outreach to identify potential partners
with ability to provide S4 free messaging placement and positioning that widely
broadens awareness of S4's campaign messages.
Responsibilities:
Comm LAB shall:
d. Develop exhaustive list of potential partners for outreach.
e. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
f. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
c. Approve campaign progress, updates, and promotions.
d. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 9-C: RECIPROCAL PARTNERSHIPS: COLLATERAL PRODUCTION & PROMOTIONAL
MATERIAL DEVELOPMENT (SUMMER/FALL 20241
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
a. Develop print materials and customized collateral for Reciprocal Partners.
b. Distribute print materials and customized collateral for Reciprocal Partners.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of December 2024.
Safe OC Statement of Work ��� ) 25
FY 24-25 LWI. v `_"
CommunicationsLAB
TASK 9-D: RECIPROCAL PARTNERSHIPS: COLLATERAL PRODUCTION & PROMOTIONAL
MATERIAL DEVELOPMENT (WINTER/SPRING 2025)
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
a. Develop print materials and customized collateral for Reciprocal Partners.
b. Distribute print materials and customized collateral for Reciprocal Partners.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 10: VENUE SIGNAGE PROGRAM (MAJOR DESTINATION PLACEMENT)
Objective: Provide S4 with broader message awareness through the development of
key partnerships for signage placement.
Task Description: Conduct extensive regional outreach to identify potential partners
among major destination venues throughout Orange County with ability to provide S4
messaging placement and positioning that widely broadens S4 campaign reach.
Develop and supply printed promotional materials and signage as needed. Confer with
and report progress to the Santa Ana Project Manager through regularly scheduled
phone calls and/or emails and meetings (as needed or requested). Manage the
ongoing reporting and measurement of task progress.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
d. Provide generic or customized collateral materials as needed to partners.
e. Manage initiative reporting and campaign measurement.
f. Manage ongoing budget and campaign schedule.
g. Submit task completion letters with task invoices to the Santa Ana Project
Manager
Safe OC Statement of Work 26
FY 24-25 a Q
CommunieationsLAB
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
TASK 9-A: VENUE SIGNAGE PROGRAM: OUTREACH & COORDINATION (SUMMER/FALL
2024
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive outreach to identify potential major destination
partners with ability to provide S4 free messaging placement and positioning that
widely broadens awareness of S4's campaign messages.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of December 2024.
TASK 9-A: VENUE SIGNAGE PROGRAM: OUTREACH & COORDINATION (WINTER/SPRING
2025
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Conduct extensive outreach to identify potential major destination
partners with ability to provide S4 free messaging placement and positioning that
widely broadens awareness of S4's campaign messages.
Responsibilities:
Comm LAB shall:
a. Develop exhaustive list of potential partners for outreach.
Safe OC Statement of Work `�!� 27
FY 24-25 CommunicationsLAB
b. Coordinate, manage and participate in partnership meetings and phone calls
with potential partners.
c. Secure potential partnerships and acquire written confirmation.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 9-C: VENUE SIGNAGE PROGRAM: OUTREACH & COORDINATION (SUMMER/FALL
2024
Objective: Provide S4 with broader message awareness through the use of free anc
reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
a. Develop print materials and customized collateral for Major Venue Partners.
b. Distribute print materials and customized collateral for Major Venue Partners.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of Dec. 2025.
TASK 9-1): VENUE SIGNAGE PROGRAM: PRODUCTION & DISTRIBUTION (WINTER/SPRING
2025)
Objective: Provide S4 with broader message awareness through the use of free and
reciprocal partnership placements.
Task Description: Develop, produce, and distribute printed materials and customized
collateral items as needed.
Responsibilities:
Comm LAB shall:
a. Develop print materials and customized collateral for Major Venue Partners.
Safe OC Statement of Work FY 24-25 !� . ��,�(Qv t
CommunicotionsLAB
28
b. Distribute print materials and customized collateral for Major Venue Partners.
Santa Ana shall:
a. Approve campaign progress, updates, and promotions.
-b. Support and facilitate partnering and sponsorship efforts.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for the task. Planned
completion and implementation are by the end of June 2025.
TASK 11: HISPANIC & ASIAN MEDIA RELATIONS & OUTREACH
Objective: Extend S4 program reach through expansion of earned media program to
include ethnic media outlets.
Task Description: Develop and implement media relations program targeting Hispanic
and Asian Media channels including, but not limited to, direct media relations
outreach, press releases, news conferences, photography, video, and the creation of
video news releases (VNRs). Task includes ongoing media relations, measurement and
tracking of earned media placements.
Activities will include:
a. Conduct in -language media relations activities to ethnic media outlets that
reach Orange County audiences.
b. Coordinate press events and media opportunities for ethnic media to attend.
c. Support earned media opportunities with appropriate assets, graphics, photos,
video and access to spokespersons for media stories.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Hispanic & Asian media outlets on behalf of S4.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
Safe OC Statement of Work
FY 24-25
Cl �J
LVQ
CommunicationsLAB
29
TASK 11-A: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (HISPANIC MEDIAI
(SUMMER/FALL 20241
Objective: Extend S4 program reach through expansion of earned media program to
include ethnic media outlets.
Task Description: Conduct media relations, promotions, and concentrated publicity
outreach to regional Hispanic media print, online and/or broadcast outlets to promote
S4 program elements, campaigns, and calendar of activities. Task includes ongoing
measurement and tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Hispanic media outlets on behalf of S4.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
b. Approve initiative concepts, production, and distribution plan.
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 at the end of December
2024.
TASK 11-B: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (ASIAN MEDIA)
(SUMMER/FALL 2024)
Objective: Extend S4 program reach through expansion of earned media program to
include ethnic media outlets.
Task Description: Conduct media relations, promotions, and concentrated publicity
outreach to regional Asian media print, online and/or broadcast outlets to promote S4
program elements, campaigns, and calendar of activities. Task includes ongoing
measurement and tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Asian media outlets on behalf of S4.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
Safe OC Statement of Work
FY 24-25
IQwa
CommunicationSLAB
30
Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of December
2024.
TASK 11-C: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (HISPANIC MEDIA)
(WINTER/SPRING 20251
Objective: Extend S4 program reach through expansion of earned media program to
include ethnic media outlets.
Task Description: Conduct media relations, promotions, and concentrated publicity
outreach to regional Hispanic media print, online and/or broadcast outlets to promote
S4 program elements,. campaigns, and calendar of activities. Task includes ongoing
measurement and tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Hispanic media outlets on behalf of S4.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
TASK 11-D: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (ASIAN MEDIA)
(WINTER/SPRING 2025)
Objective: Extend S4 program reach through expansion of earned media program to
include ethnic media outlets.
Safe OC Statement of Work
FY 24-25
LWIQQ
CommunicationsLAB
31
Task Description: Conduct media relations, promotions, and concentrated publicity
outreach to regional Asian media print, online and/or broadcast outlets to promote S4
program elements, campaigns, and calendar of activities. Task includes ongoing
measurement and tracking of promotional elements.
Responsibilities:
Comm LAB shall:
a. Conduct outreach to regional Asian media outlets on behalf of S4.
b. Coordinate with Santa Ana Project Manager and program partners to
identify/assign bilingual spokespeople when needed.
c. Achieve minimum of two (2) earned media placements during contract period.
d. Develop and produce any necessary media assets in coordination with the
Santa Ana Project Manager.
e. Execute distribution in accordance with approved plans.
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of June 2025.
TASK 12-A: LARGE-SCALE PUBLIC EVENT SPONSORSHIP (Ql 251
Objective: Extend S4 program awareness through sponsorship of large-scale public
events in Orange County.
Task Description: Research and assess sponsorship opportunities at major public events
within Orange County and negotiate contracts and placement packages on behalf of
S4.
Activities will include:
a. Research and identify large-scale events based on developed criteria and
budget.
b. Coordinate with Santa Ana Project Manager on contract approval.
c. Develop and manage sponsorship to ensure contractual obligations.
d. Provide requested assets and materials for sponsor placements.
e. Provide participation and metrics reports to Santa Ana Project manager.
Responsibilities:
Comm LAB shall:
a. Research & identification of select opportunities.
b. Negotiate sponsorship contracts.
c. Produce assets and support placements.
d. Coordination with Santa Ana Project Manager
e. Program reporting and metrics tracking.
Safe OC Statement of Work 1�,�
FY 24-25 CommunicationsLAB
01A
Santa Ana shall:
a. Approve initiative concepts, production, and distribution plan.
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 at the end of March 2025.
TASK 13: BACK -TO -SCHOOL CAMPAIGN: K-12
Objective: Increase regional awareness of S4 program objectives and available
resources among school -age children through partnerships with Community Based
Organizations.
Task Description: Research and create partnerships with Community Based
Organizations that conduct backpack giveaways at the start of the traditional school
year. Coordinate with these partners to provide S4 program materials and collateral for
inclusion in back -to -school backpack giveaway programs. Track project efficacy and
metrics.
Activities will include:
a. Comprehensive list of potential partners and organizations.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop messaging for student
audiences.
d. Develop and/or distribute scripts and collateral materials to partner campuses.
e. Monitor and report on initiative efficacy.
Responsibilities:
Comm LAB shall:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop appropriate messaging and/or
collateral for young student audiences and parents.
d. Develop and/or distribute materials to partner organizations.
e. Attend on -campus start of term events as needed.
f. Monitor and report on initiative efficacy.
Santa Ana shall:
a. Approve partnerships and any partner -specific materials or distribution plans.
Completion Criteria:
This task is considered complete upon completion of administrative deliverables and
when the Santa Ana Project Manager signs the completion letter for each subtask
noted below.
Safe OC Statement of Work j �� 33
FY 24-25 CommunicationsLAS
TASK 13-A: BACK -TO -SCHOOL CAMPAIGN: OUTREACH & COORDINATION (Q3 241
Objective: Increase regional awareness of S4 program objectives and available
resources among school -age children through partnerships with Community Based
Organizations.
Task Description: Research and create partnerships with Community Based
Organizations that conduct backpack giveaways at the start of the traditional school
year. Coordinate with these partners to provide S4 program materials and collateral for
inclusion in back -to -school backpack giveaway programs.
Activities will include:
a. Comprehensive list of potential partners and organizations.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop messaging for student
audiences.
Responsibilities:
Comm LAB shall:
a. Comprehensive list of potential partners and appropriate contacts.
b. Conduct outreach and secure partnership commitments.
c. Coordinate with partners to provide or develop appropriate messaging and/or
collateral for young student audiences and parents.
Santa Ana shall:
a. Approve partnerships and any partner -specific materials or distribution plans.
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 at the end of Sept. 2024.
TASK 13-B: BACK -TO -SCHOOL CAMPAIGN: PRODUCTION & DISTRIBUTION (Q3 241
Objective: Increase regional awareness of S4 program objectives and available
resources among school -age children through partnerships with Community Based
Organizations.
Task Description: Produce and distribute S4 messaging and materials for inclusion in
back -to -school backpack giveaway programs.
Activities will include:
a. Develop and/or distribute scripts and collateral materials to partner campuses.
b. Attend on -campus events as needed.
c. Monitor and report on initiative efficacy.
Responsibilities:
Comm LAB shall:
Safe OC Statement of Work j �� 34
FY 24-25 CommunicationsrAB
a. Develop and/or distribute materials to partner organizations.
b. Attend on -campus start of term events as needed.
c. Monitor and report on initiative efficacy.
Santa Ana shall:
a. Approve partnerships and any partner -specific materials or distribution plans.
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 at the end of Sept. 2024.
***BUDGET OUTLINE ON NEXT PAGE***
Safe OC Statement of Work j �� 35
FY 24-25 CommunicationsLAB
Task
Safe OC FY 24-25 Budget & SOW By Task
Task Description
QV
Cost
TASK 1
DIGITAL COMMUNICATIONS
Task 1-A
Nemletter Distribution
Q3 24
$ 1,W0.00
Task 1-B
Nawsletter Ustribullon
Q4 24
$ 1,500.00
Task 1C
Newsletter Distribution
Q1 25
$ 1,500.00
Task 1-D
Newsletter Distribution
Q2 25
$ 1,500.00
TASK 2
WEBSITE & MOBILE MAINTENANCE
Task 2-A
Website, Social Media & Mobile Outreach/Maintenance (Summer/Fall)
Q4 24
$ 1,000.00
Task 2-B
Website, Social Media & Mobile Outreach/Maintenance (Winter/Spring)
Q2 25
$ 1,000.00
TASK 3
SOCIAL MEDIA OUTREACH
Task 3-A
Sai Social Media Content Development
Q3 24
$ 6.000.00
Task 3-B
SafeOC Social Media Content Development
Q4 24
$ 6,000.00
Task 3-C
SafeOC Social Media Content Development
Q1 25
$ 6,000.00
Task 3A
Sai Social Media Content Development
Q2 25
$ 6,000.00
TASK
ADVERTISING (BUDGET)
Task 4-A
SafeOC Social Madia/Search Advertising
Q3 24
$ 3,750.00
Task 413
Safei Social Media/Search Advertising
Q4 24
$ 3,000.00
Task 4C
SafeOC Social Media/Search Advertising
QI 25
$ 3,000.00
Task 4-0
SafeOC Social Madia/Search Advertising
Q2 25
$ 2,250.00
TASK 5
MICRO CAMPAIGN: CYBERSECURITY & SAFETY
Task 5-A
Public Stakeholder
Q4 24
$ 1,500.00
Task 6B
Collateral & Website Development
Q4 24
$ 3,000.00
Task 5C
Video Development
Q4 24
$ 4,000.00
TASK 6
MICRO CAMPAIGN: WORKPLACE SAFETY
Task &A
Public Stakeholder & School Outreach
Q4 24
$ 5,000.00
Task 6-B
Video Development
0424
$ 5,000.00
TASK 7
EARNED MEDIA OUTREACH
Task 7-A
Identify Eamed Media Opportunities (Print/Digital) I SuomedFall
Q4 24
$ 5,000.00
Task 7-B
Identify Famed Media Opportunities (Broadcast) ISummer/Fall
Q4 24
$ 5,000.00
Task 7-C
Identify Earned Media Opportunities (Print/Di I Winter/Spring
0225
$ 5,000.00
Task 7-D
Identify Famed Media Opportunities (Broadcast) I `hMter/Spring
0225
$ 5,000.00
TASK B
PROJECT MANAGEMENT & PARTNERS RELATIONS
Task BA
SafeOC Project Management & Partner Relations (Summer/Fall)
0424
$ 2,W0.00
Task B-B
SafeOC Project Management & Partner Relations (Winter/Spring)
0225
$ 2,500.00
TASK 9
Reciprocal Partnerships (Free Placements & Positioning)
Task 9-A
Outreach & Coordination (Summer I Fall)
Q4 24
$ 2,500.00
Task 9-B
Outreach& Coordination (ninter/Spring)
0225
$ 2,500.00
Task 9-C
Print Production / Promotional Consideration (Summer / Fall)
Q4 24
$ 1,500.00
Task 9-D
Print Production / Pomotonal Consideration (Winter/Spring)
0225
$ 1,500.00
TASK 10
Venue Signage Program (Major Destination Placements)
Task 10-A
Outreach & Coordination (Summer/ Fall)
Q4 24
$ 1,250.00
Task 10-B
Outreach &Coordination(Winter /Spring)
0225
$ 1,250.00
Task 10-C
Print Production Manufacturers Gstribulion (Summer/ Fall)
Q4 24
$ 5,000.00
Task 10-D
Print Production / Promotional Consideration (WirtedSpring)
Q2 25
$ 4,500.00
TASK 11
Hispanic & Asian Media Relations & Outreach
Task 11-A
Identify Earned Media Opportunities (Hispanic Media) I Summer/Fall
04 24
$ 2,W0.00
Task 11-8
Identify Famed Media Opportunities (Asian Media) I Summer/Fall
0424
$ 2,5)0.00
Task 11-C
Identify Famed Media Opportunities (Hispanic Media) I Winter/Spring
0225
$ 2,500.00
Task 11-D
Identify Earned Madia Opportunities (Asian Media) I W`inler/Spring
Q2 25
$ 2,500.00
TASK 12
Large -Scale Public Event Sponsorship
Task 12-A
Identify Three Opportunities for Placement (Q $5,000 ea.)
Q1 25
$ 15,000.00
TASK 13
Back -To -School (K-12) Messaging
Task 13-A
Outreach & Coordination
Q3 24
$ 2,000.00
Task 13-B
Print Production & Distribution
03 24
$ 2,500.00
SUBTOTAL
$ 137.000.00
CONTINGENCY
$ 10,000.00
PROJECT TOAL
$147,000.00
Safe OC Statement of Work
��?�
FY 24-25 CommunicationsLAB
Quarter Casf
0
324
$
15750.00
Q424
$
57,750.00
g125
$
25,500.00
H24-25Total 1 $ 137,000.00
147,000.00
36