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HomeMy WebLinkAbout25A - AGMT - READY OC EMERGENCY PREPAREDNESSREQUEST FOR COUNCIL ACTION CITY COUNCIL MEETING DATE: FEBRUARY 19, 2013 TITLE: AGREEMENT WITH WESTBOUND COMMUNICATIONS FOR READY OC EMERGENCY PREPAREDNESS CAMPAIGN & "IF YOU SEE SOMETHING, SAY SOMETHING" CAMPAIGN CITY MANAGER RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ? As Recommended ? As Amended ? Ordinance on 15t Reading ? Ordinance on 2nd Reading ? Implementing Resolution ? Set Public Hearing For CONTINUED TO FILE NUMBER Authorize the City Manager and the Clerk of Council to execute the attached agreement with Westbound Communications, Inc. for the continuance of the Ready OC Emergency Preparedness Campaign, and, the launch of the "if You See Something, Say Something" Campaign, which primarily serves the Anaheim/Santa Ana Urban Area. These services will be provided for an amount not to exceed $770,000 subject to non-substantive changes approved by the City Manager and City Attorney. This budget includes a ten percent contingency. DISCUSSION The United States Department of Homeland Security has developed the Urban Areas Security Initiative (UASI) funding program. UASI provides funds to local emergency first responders to enhance security and overall preparedness against acts of terrorism. The City of Santa Ana has fiscal responsibility for the FY09 UASI grant for the Anaheim/ Santa Ana Urban Area which encompasses the 34 jurisdictions in Orange County. With oversight by the Santa Ana Police Department Homeland Security Division, Westbound Communications, Inc. will continue to expand and update the current ReadyOC website. Westbound Communications will plan and execute several multi-media events, expand outreach into social media venues, and continue to support the core advisory and business partnership group. The goal of this agreement is to continue encouraging Orange County residents to become prepared, aware, pro-active and involved in their personal and community safety plans. Additionally, Westbound Communications, Inc. will create and launch a parallel campaign using the branding and consistent messaging of the State of New York Metropolitan Transit Authority's "If You See Something, Say Something" campaign. This will include creation and launching of a micro-site, social media venues, public event outreach, and materials. 25A-1 Westbound Communications Agreement February 19, 2013 Page 2 It is anticipated that the current scope of services developed by the consultant will differ or expand as promotional opportunities arise. The final determination of services provided by Westbound may be adjusted in writing, and executed by the City Manager and Chief of Police, and by Westbound Communications, Inc. FISCAL IMPACT Funds are available in the FY 2011 & FY 2012 UASI Grant Program fund accounts (no. 12514407-62300 and 12514491-62300). APPROVED AS TO FUNDS AND ACCOUNTS: Carlos Rojas Acting Chief of Police Police Department Exhibits: Agreement l Francisco Gutierrez Executive Director Finance & Mgmt. Services Agency 25A-2 CONSULTANT AGREEMENT THIS AGREEMENT, made and entered into this 19th day of February, 2013 by and between Westbound Communications, Inc. (hereinafter "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 (hereinafter "City"). RECITALS A. The City desires to retain a consultant having special skill and knowledge in the field of professional web site and promotional communications services. B. City, acting through the Santa Ana Police Department in its capacity as a Core City for the Anaheim/Santa Ana Urban Area under the FYI I and FYI 2 Urban Areas Security Initiative, has applied for, received and accepted a grant from the Federal Department of Homeland Security, Office of Domestic Preparedness, through the State of California, Emergency Management Agency, to enhance countywide emergency preparedness and public awareness, hereinafter referred to as "the Grant." C. Consultant was chosen in a competitive bidding process and represents that it is able and willing to provide such services to the City. D. In undertaking the performance of this Agreement, Consultant represents that it is knowledgeable in its field and that any services performed by Consultant under this Agreement will be performed in compliance with such standards as may reasonably be expected from a professional consulting firm in the field. NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms and conditions hereinafter set forth, the parties agree as follows: 1. SCOPE OF SERVICES Consultant shall provide web site enhancement and hosting services, as well as promotional services, expansion and updating of the Ready (ROC) Emergency Preparedness Campaign, expansion of outreach into social media venues and business partnership group oversight, as set forth in greater detail in Exhibit A attached hereto and incorporated herein. Consultant shall create and implement a public service campaign using the branding and consistent messaging of the State of New York Metropolitan Transit Authority's "If You See Something, Say Something"TM campaign. Consultant shall use a multi-media approach including but not limited to social media venues, links on the existing ReadyOC Campaign website, and public event outreach, as set forth in greater detail in Exhibits B and C attached hereto and incorporated herein. 2. COPYRIGHT Except as otherwise provided in the terms and conditions of this agreement, Consultant may copyright any books, publications or other copyrightable materials developed in the course of or under this Agreement. However, the federal awarding agency, State Administrative Agency (SAA) and City reserve a royalty-free, non-exclusive, and irrevocable license to reproduce, 25A-3 publish or otherwise use, and to authorize others to use, for federal government, SAA and/or City purpose: (1) the copyright in any work developed through this Agreement; and (2) any rights of copyright to which the subcontractor purchases ownership with support through this grant. The Federal government's, SAA's and City's rights identified above must be conveyed to the publisher and the language of the publisher's release form must ensure the preservation of these rights. 3. COMPENSATION a. City agrees to pay, and Consultant agrees to accept as total payment for its services, the rates and charges identified in Exhibits A, B, and C. The total sum to be expended under this Agreement shall not exceed $700,000.00 during the term of this Agreement. b. Out of pocket expenses, including mileage, copies and phone, will be billed separately on the first of each month, for the preceding month. Expenses that individually exceed $500, or aggregate $1,000 in any one month, will require prior written approval of City. Expenses will be deducted from the ten percent (10%) contingency for this program. Total expenditures for additional authorized work and out of pocket expenditures shall not exceed $70,000 during the term of this Agreement. c. Payment by City shall be made within thirty (30) days following receipt of proper invoice evidencing work performed and deliverables completed, subject to City accounting procedures. Payment need not be made for work which fails to meet the standards of performance set for in the Recitals which may reasonably be expected by City. 4. TERM This Agreement shall commence on the date first written above and terminate upon completion of all services pursuant to this Agreement, unless terminated earlier in accordance with Section 13, below. INDEPENDENT CONTRACTOR Consultant shall, during the entire term of this Agreement, be construed to be an independent contractor and not an employee of the City. This Agreement is not intended nor shall it be construed to create and employer-employee relationship, a joint venture relationship, or to allow the City to exercise discretion or control over the professional manner in which Consultant performs the services which are the subject matter of this Agreement; however, the services shall be provided in a manner consistent with all applicable standards and regulations governing such services. Consultant shall pay all salaries and wages, employer's social security taxes, unemployment insurance and similar taxes relating to employees and shall be responsible for all applicable withholding taxes. 6. INSURANCE Prior to undertaking performance of work under this Agreement, Consultant shall maintain and shall require its subcontractors, if any, to obtain and maintain insurance as described below: 25A-4 a. Commercial General Liability Insurance. Consultant shall maintain commercial general liability insurance naming the City, its officers, employees, agents, volunteers and representatives as additional insured(s) and shall include, but not be limited to protection against claims arising from bodily injury and personal injury, including death resulting there from and damage to property, resulting from any act or occurrence arising out of Consultant's operations in the performance of this Agreement, including, without limitation, acts involving vehicles. The amounts of insurance shall be not less than the following: single limit coverage applying to bodily and personal injury, including death resulting there from, and property damage, in the total amount of $1,000,000 per occurrence, $2,000,000 general aggregate. Consultant shall supply City with a fully executed additional insured endorsement which shall (a) name the City, its officers, employees, agents, volunteers and representatives as additional insured(s); (b) be primary and not contributory with respect to insurance or self-insurance programs maintained by the City; (c) contain standard separation of insureds provisions; and provide City thirty day notice of cancellation of coverage. b. Business automobile liability insurance, or equivalent form, with a combined single limit of not less than $1,000,000 per occurrence. Such insurance shall include coverage for owned, hired and non-owned automobiles. c. Worker's Compensation Insurance. In accordance with the provisions of Section 3300 of the Labor Code, Consultant, if Consultant has any employees, is required to be insured against liability for worker's compensation or to undertake self-insurance. Prior to commencing the performance of the work under this Agreement, Consultant agrees to obtain and maintain any employer's liability insurance with limits not less than $1,000,000 per accident. d. The following requirements apply to the insurance to be provided by Consultant pursuant to this section: (i) Consultant shall maintain all insurance required above in full force and effect for the entire period covered by this Agreement. (ii) Certificates of insurance shall be furnished to the City upon execution of this Agreement and shall be approved in form by the City Attorney. (iii) Certificates and policies shall state that the policies shall not be canceled or reduced in coverage or changed in any other material aspect without thirty (30) days prior written notice to the City, ten (10) days notice if cancellation is due to non payment of premium. e. If Consultant fails or refuses to produce or maintain the insurance required by this section or fails or refuses to furnish the City with required proof that insurance has been procured and is in force and paid for, the City shall have the right, at the City's election, to forthwith terminate this Agreement. Such termination shall not effect Consultant's right to be paid for its time and materials expended prior to notification of termination. Consultant waives the right to receive compensation and agrees to indemnify the City for any work performed prior to approval of insurance by the City. 7. INDEMNIFICATION 25A-5 Consultant agrees to and shall indemnify and hold harmless the City, its officers, agents, employees, consultants, special counsel, and representatives from liability for personal injury, damages, just compensation, restitution, judicial or equitable relief arising out of claims from personal injury, including death, and claims for property damage, which may arise from the direct or indirect operations of the Consultant or its contractors, subcontractors, agents, employees, or other persons acting on their behalf which relates to the services described in Section 1 of this Agreement, to the extent the same are due to the negligence or other wrongful conduct of Consultant, its contractors, subcontractors, agents, employees or other persons acting on behalf of Consultant. The Consultant further agrees to indemnify, hold harmless, and pay all costs for the defense of the City, including fees and costs for special counsel to be selected by the City, regarding any action by a third party asserting that personal injury, damages, just compensation, restitution, judicial or equitable relief due to personal or property rights arises by reason of the terms of, or effects arising from this Agreement. City may make all reasonable decisions with respect to its representation in any legal proceeding. 8. CONFIDENTIALITY If Consultant receives from the City information which due to the nature of such information is reasonably understood to be confidential and/or proprietary, Consultant agrees that it shall not use or disclose such information except in the performance of this Agreement, and further agrees to exercise the same degree of care it uses to protect its own information of like importance, but in no event less than reasonable care. "Confidential Information" shall include all nonpublic information. Confidential information includes not only written information, but also information disclosed to either party by any subsidiary and/or agent of the other party is covered by this Agreement. The foregoing obligations of non-use and nondisclosure shall not apply to any information that (a) has been disclosed in publicly available sources; (b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is in rightful possession of the Consultant without an obligation of confidentiality; (d) is required to be disclosed by operation of law; or (e) is independently developed by the Consultant without reference to information disclosed by the City. 9. CONFLICT OF INTEREST CLAUSE Consultant covenants that it presently has no interests and shall not have interests, direct or indirect, which would conflict in any manner with performance of services specified under this Agreement. 10. NOTICE Any notice, tender, demand, delivery, or other communication pursuant to this Agreement shall be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or certified mail, postage prepaid, or sent by telefacsimile or other telegraphic communication in the manner provided in this Section, to the following persons: To City: Clerk of the City Council City of Santa Ana P.O. Box 1988 Santa Ana, CA 92702-1988 25A-6 4 Fax (714) 647-6956 Copy to: Chief of Police City of Santa Ana 60 Civic Center Plaza (M-97) P.O. Box 1981 Santa Ana, CA 92702 Fax (714) 245-8007 And: City Attorney City of Santa Ana 20 Civic Center Plaza (M-29) P.O. Box 1988 Santa Ana, CA 92702 To Consultant: Westbound Communications Rick Miltenberger 625 The City Drive, Suite 360 Orange, CA 92868 A party may change its address by giving notice in writing to the other party. Thereafter, communication shall be addressed and transmitted to the new address. If sent by mail, communication shall be effective or deemed to have bee given three (3) days after it has been deposited in the United States mail, duly registered or certified, with postage prepaid, and addressed as set forth above. If sent by telefacsimile, communication shall be effective or deemed to have been given twenty-four (24) hours after the time set forth on the transmission report issued by the transmitting facsimile machine, addressed as set forth above. For purposes of calculating these time frames, weekends, federal, state, County or City holidays shall be excluded. 11. EXCLUSIVITY AND AMENDMENT This Agreement represents the complete and exclusive statement between the City and Consultant, and supersedes any and all other agreements, oral or written, between the parties. In the event of a conflict between the terms of this Agreement and any attachments hereto, the terms of this Agreement shall prevail. This Agreement may not be modified except by written instrument signed by the City and by an authorized representative of Consultant. The parties agree that any terms or conditions of any purchase order or other instrument that are inconsistent with, or in addition to, the terms and conditions hereof, shall not bind or obligate Consultant nor the City. Each party to this Agreement acknowledges that no representations, inducements, promises or agreements, orally or otherwise, have been made by any party, or anyone acting on behalf of any party which are not embodied herein. 12. ASSIGNMENT Inasmuch as this Agreement is intended to secure the specialized services of Consultant, Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit the City's ability to have any of the services which are the subject to this Agreement performed by City personnel or by other consultants retained by City. 25A-7 13. TERMINATION This Agreement may be terminated by either party upon thirty (30) days written notice of termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant compensation for all services performed by Consultant prior to receipt of such notice of termination, subject to the following conditions: a. As a condition of such payment, the City Manager, or his designee, may require Consultant to deliver to the City all work product completed as of such date, and in such case such work product shall be the property of the City unless prohibited by law, and Consultant consents to the City's use thereof for such purposes as the City deems appropriate. b. Payment need not be made for work which fails to meet the standard of performance specified in the Recitals of this Agreement. 14. DISCRIMINATION Consultant shall not discriminate because of race, color, creed, religion, sex, marital status sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable law, in the recruitment, selection, training, utilization, promotion, termination or other employment related activities. Consultant affirms that it is an equal opportunity employer and shall comply with all applicable federal, state and local laws and regulations. 15. JURISDICTION - VENUE This Agreement has been executed and delivered in the State of California and the validity, interpretation, performance, and enforcement of any of the clauses of this Agreement shall be determined and governed by the laws of the State of California. Both parties further agree that Orange County, California, shall be the venue for any action or proceeding that may be brought or arise out of, in connection with or by reason of this Agreement. 16. PROFESSIONAL LICENSES Consultant shall, throughout the term of this Agreement, maintain all necessary licenses, permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder and required by the laws and regulations of the United States, the State of California, the City of Santa Ana and all other governmental agencies. Consultant shall notify the City immediately and in writing of its inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability shall be cause for termination of this Agreement. 17. CONSULTANT CERTIFICATIONS a. Audit Records - With respect to all matters covered by this agreement all records shall be made available for audit and inspection by the City, the grant agency and/or their duly authorized representatives for a period of three (3) years from the termination of this Agreement. For a period of three years after final delivery hereunder or until all claims related to this Agreement are finally settled, whichever is later, Consultant shall preserve and maintain all documents, papers and records relevant to the services provided in accordance with this 25A-8 Agreement, including the Attachments hereto. For the same time period, Consultant shall make said documents, papers and records available to City and the agency from which City received grant funds or their duly authorized representative(s), for examination, copying, or mechanical reproduction on or off the premises of Consultant, upon request during usual working hours. b. Consultant shall provide to City all records and information requested by City for inclusion in quarterly reports and such other reports or records as City may be required to provide to the agency from which City received grant funds or other persons or agencies. Section 504 of the Rehabilitation Act of 1973 - All recipients of federal funds must comply with Section 504 of the Rehabilitation Act of 1973 (The Act). Therefore, the federal funds recipient pursuant to the requirements of The Act hereby gives assurance that no otherwise qualified person shall, solely by reason of handicap be excluded from the participation in, be denied the benefits of or be subject to discrimination, including discrimination in employment, in any program or activity that receives benefits from federal financial assistance. The Consultant agrees it will ensure that requirements of The Act shall be included in any agreements with and be binding on all of its contractors, subcontractors, assignees or successors. d. Americans with Disabilities Act of 1990 (ADA) - Consultant must comply with all requirements of the Americans with Disabilities Act of 1990 (ADA), as applicable. e. Political Activity - None of the funds, materials, property, or services provided directly or indirectly under this Agreement shall be used for any partisan political activity, or to further the election or defeat of any candidate for public office, or otherwise in violation of the provisions of The Hatch Act. £ Civil Rights Compliance and Notification of Findings - Consultant and all of its contractors (or subrecipients) will comply, with the nondiscrimination requirements of the Omnibus Crime Control and Safe Streets Act of 1968, as amended, 42 USC 3789 (d), and Victims of Crime Act (as appropriate); Title VI of the Civil Rights Act of 1964, as amended; Section 504 of the Rehabilitation Act of 1964, as amended; Subtitle A, Title II of the Americans with Disabilities Act (ADA) (1990); Title IX of the Education Amendments of 1972; the Age Discrimination Act of 1975; Department of Justice Non-Discrimination Regulations, 28 CFR Part 42, Subparts C, D, E, and G; and Department of Justice regulations on disability discrimination, 28 CFR Part 35 and 39. In the event a Federal or State court, Federal or State administrative agency, or the Consultant makes a finding of discrimination after a due process hearing on the grounds of race, color, religion, national origin, sex, or disability against a recipient of funds, the Consultant will forward a copy of the findings to the City which will, in turn, submit the findings to the Office of Civil Rights, Office of Justice Programs, U.S. Department of Justice. 18. MISCELLANEOUS PROVISIONS a. Each undersigned represents and warrants that its signature herein below has the power, authority and right to bind their respective parties to each of the terms of this Agreement, and shall indemnify City fully, including reasonable costs and attorney's fees, for any injuries or damages to City in the event that such authority or power is not, in fact, held by the signatory 25A-9 b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth in the body of this Agreement. IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first above written. ATTEST: MARIA HUIZAR Clerk of the Council APPROVED AS TO FORM: SONIA R. CARVALHO City Attorney By LAURA SHEEDY Assistant City Attorney CITY OF SANTA ANA, a charter city and municipal corporation City Manager CONSULTANT: WESTBOUND COMMUNICATIONS, INC. RICK MILTENBERGER Senior Vice President Tax ID# 25A-10 EXHIBIT A FY12 READYOC STATEMENT OF WORK General Information: The following Statement of Work (SOW) defines the principle 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 (hereinafter Santa Ana) and Westbound Communications (hereinafter WBC). WBC will supply the following services: o ROC Web Site Management o Site content updating o Social media content updating o Site optimization o Site maintenance o ROC Advertising and Promotional Communications o Paid advertising o Social media outreach o Broadcast news promotions o Media/corporate promotions o Publicity services o Public Information Outreach Support for ROC Program o Multimedia production and outreach o Faith-based and citizen outreach o Project Administration Services 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 Santa Ana Project Manager. This SOW is contingent upon both WBC 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 25A-11 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. Westbound Responsibilities: a. Maintain project communications with Santa Ana's Project Manager. b. Manage the efforts of the WBC staff and coordinate WBC activities with the Santa Ana Project Manager. C. Conduct on-site status meetings with Santa Ana's Project Manager on a monthly basis or when reasonably required at the discretion of Santa Ana to discuss project status. d. Provide timely responses, within ten (10) 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 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) to Santa Ana's Project Manager as necessary. Santa Ana Responsibilities: a. Maintain project communications with the WBC Project Manager. b. Manage the efforts of ROC involved staff and coordinate ROC activities with the WBC 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 WBC Project Manager on a monthly basis or as may otherwise be reasonably required to discuss project status. e. Provide timely responses, within ten (10) business days, to issues raised by the WBC 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 WBC access to server and network equipment and work areas on a 247 basis, with pre-authorization for off-hours. k. Provide workspace for WBC personnel as reasonably requested. 25A-12 10 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 Project Schedule unless otherwise noted. Task 1: Promise to Prepare (P2P) Expansion & Promotion Objective: Extend and maintain momentum of P2P program. The emphasis will be on strong public outreach presence and marketplace exposure in 2013 and extending to the end of Q1/2014 (March 30, 2014). Task Description: The promotion includes the ongoing public pronouncement that ROC will achieve Promises to Prepare from OC residents, businesses and community members. Task 1-A: Integrated Online/Offline Initiatives Objective: Develop and implement a minimum of two (2) initiatives along the lines of the "Show Us Your Kit" or "60 Second Emergency Kit" challenges. Task Description: These initiatives will comprise public challenges that will consist of integrated online (ex. Instagram promotion) and offline (ex. Display booth or Clear Channel promotion) elements that work together to promote emergency preparedness, generate promises and drive action steps toward quantifiable preparedness. These initiatives will also be promoted and leveraged across other ROC channels/communication vehicles such as the web site, at community events and more. Responsibilities: WBC shall: a. Develop the initiatives and seek approvals from the ROC Steering Committee b. Execute the initiatives in accordance with approved plans Santa Ana shall: a. Approve initiatives when fully developed and in conformance with P2P Program. Completion Criteria: This task is considered complete upon the completion of a minimum of two (2) initiatives. Planned completion and implementation will be by December 31, 2013. Task 1-113: ROC Emergency Preparedness Bucket List Objective: Plan, develop and implement concept, distributing a minimum of 5,000 ROC emergency preparedness buckets to OC community members by Q1 2014. (Note: WBC will seek to 25A-13 1 expand the number of distributed buckets through partnering/sponsorship efforts with the Corporate Advisory Council and other community stakeholder groups.) Task Description: Create and execute a program playing off the concept of a "bucket list" - i.e. making sure residents check off their emergency preparedness bucket list by gathering appropriate emergency kit items. The ROC-branded buckets will be selectively promoted and distributed to OC community members as a demonstration of a simple preparedness step of purchasing a 5 gallon bucket and placing key emergency kit items within it. Along with serving as a tangible action step toward preparedness, the bucket concept offers numerous promotional opportunities via publicity, the web site, social media and other ROC communication channels. An initial quantity of 5,000 branded buckets will be produced. WBC and the ROC team will also seek to expand the program via corporate and business partnerships and sponsorships. Responsibilities: WBC shall: a. Plan and develop the program with approvals from the ROC Steering Committee b. Execute the program in accordance with approved plans Santa Ana shall: a. Approve initiative concepts and materials b. Support partnering and sponsorship efforts Completion Criteria: This task is considered complete upon the distribution of a minimum of 5000 buckets. Planned completion and implementation will be by Q1 2014. Task 1-C: Smartphone App Platform Expansion & Promotion Objective: Continue to refine and promote ROC smartphone applications (both iPhone/iPad and Droid) through dedicated outreach across calendar of activities, with the goal of having more than 2,000 downloads on each smartphone platform by Q1/2014. Task Description: The program includes the following activities: a. App Enhancements - work to enhance existing applications, including features updates, technical platform refinements, etc. b. App Platform Expansion - content updates and content management for existing iPhone, iPad and Droid apps, as well as expansion to support new iPad Mini and other emerging tablet/mobile formats. c. App Promotion Plan & Program - develop and implement plan to promote the availability of the apps and to drive downloads. This will include a mix of publicity, advertising, video, website, social media and other offline and online marketing elements. Responsibilities: WBC shall: 25A-14 12 c. Develop the initiative and seek plan and program approval from the ROC Steering Committee d. Execute the promotion in accordance with the approved plan Santa Ana shall: a. Approve plan and promotion elements Completion Criteria: This task is considered complete upon the completion of the deliverables. Planned completion and implementation will be by Q1/2014. Task 1-D: Clear Channel Radio Promotions Objective: Develop and implement an expanded radio promotional campaign during 2013 (up to 3 promotional programming periods). The program will include on-air spots, public service show interviews, scheduled on-air DJ chatter, on-air remote promotions, online promotions/adlets, etc., with specific emphasis on the P2P campaign and message. Also included will be expansion into the online (ex. Heart radio) platforms. Task Description: The use of popular radio stations and their on-air personalities will effectively reach Orange County residents of varying backgrounds. By working with a radio syndicate such as Clear Channel (particularly the KIIS FM, KOST 103.7 and KSBR 98.7 stations), ROC messages will be aired on multiple stations to reach mainstream as well as more specific segments of the population. On-air and online promotions will be developed and implemented to attract and promote emergency preparedness. Importantly, this effort will expand on previously successful promotions through Clear Channel through a broader reach. This includes leveraging online radio platforms such as Heart radio to reach the rapidly increasing app/mobile user markets. Activities will include: a. Plan Development & Review - working with Clear Channel, a plan will be developed and implemented for a promotional period to take place during Fall 2013. The plan will consist of both on-air and online outreach components. b. Coordination of Advertising and Online Promotions - work directly with radio partner on the management of the promotional period, developing copy for advertising spots, public service announcements, completing air checks, securing data from the online components, and reporting results to the ROC Steering Committee. c. Summary Report of Online Outreach - analyze data of registered "click-throughs" from the radio websites to ReadyOC and monitoring the number of promises to prepare that come as a result of the radio promotion. A final report will be prepared and delivered to the Steering Committee. Responsibilities: WBC shall: a. Develop the promotion and seek plan approval from the ROC Steering Committee b. Execute the promotion in accordance with the approved plan 13 25A-15 Santa Ana shall: a. Approve the plan and promotional elements Completion Criteria: This task will be continuously implemented thorughout the promotional period. Completion is planned to occur by December 31, 2013. Task 1-E: Publicity Outreach Objective: Pursue and secure 3-4 editorial stories within regional print, broadcast and/or online media promoting ROC and ROC's emergency preparedness messaging. Task Description: The emphasis of this effort will be to develop and implement a plan to secure major editorial stories within regional print, broadcast and/or online media. Sample media outlets might include the Orange County Register, Good Day LA, KTLA Morning News, La Opinion, Telemundo, OC Metro, and others. Activities include creating, pitching and securing stories within print and broadcast press that reach OC readers, listeners and/or viewers. Responsibilities: WBC Shall: a. Develop the publicity and seek plan approval from the ROC Steering Committee b. Execute the media relations outreach in accordance with the approved plan Santa Ana shall: a. Approve the plan and publicity elements Completion Criteria: This task will be continuously implemented throughout the outreach period. Completion coincides with the end of Q1/2014. Task 1-F: Video PSA Initiative Objective: Develop 2-3 video vignettes that support public service messaging on behalf of the ROC campaign. Task Description: Create and execute video PSAs to expand and extend the ROC messaging across OC communities, with an emphasis on distribution through OC-based cable stations and online platforms such as ROC's YouTube channel and the ROC website Home Page. These vignettes may be an extension of the previously introduced "Ready & Freddy" PSA video series, or they may be a new concept depending on needs. Responsibilities: WBC Shall- 25A-1 6 14 a. Develop and produce the vignettes with approval from the ROC Steering Committee b. Distribute the PSAs in accordance with the approved plan Santa Ana shall: a. Approve the plan and video vigenettes Completion Criteria: This task is considered complete upon the production and distribution of three (3) video vignettes . Completion coincides with the end of Q1/2014. Task 2: Education-Based Outreach Objective: Expand and execute simultaneous "top-bottom" activities with OC education organizations and schools to support ROC emergency preparedness efforts and the Promise to Prepare initiative. Task Description: Handle all aspects of programming, materials development and distribution, school assemblies and other activities/events based on the semesters during 2013 and through Q1 2014. This task includes working with schools across OC to promote the P2P initiatives including communications to the region's 180-plus schools and nearly 200,000 students, as well as direct outreach to 10,000-plus elementary-aged children. Broadly, activities are anticipated to include: • Elementarv School Assembly Proaram Extend and implement elementary school assembly program and promotion throughout Orange County, seeking to conduct approximately 45 total assemblies during the contracted period, or an annual average of 5 assemblies per month. This encompasses scheduling, supporting and promoting assemblies leveraging Officer John Reed with elementary schools throughout Orange County. Officer John Reed is responsible for conducting assemblies on his own, with the exception of 10-12 assemblies which will be additionally staffed for formal research and feedback as well as for quality control. Tasks include booking assemblies, managing the annual calendar, promoting events through OCDE, school districts and individual school sites, capturing, posting and distributing video, photos and other content, creating and distributing information kits (with kit assembly assistance from Officer Reed), post-event school follow-up and more. • OCDE & School Districts Communication Program Develop and disseminate regular quarterly communications that promote ROC and P2P emergency preparedness initiatives to and through the county (OCDE) and school districts. 25A-17 15 Conduct up to six meetings and presentations with key OCDE and/or school district officials/representatives to promote and advance the ROC and P2P program and activities. Responsibilities: WBC shall: a. Develop the initiative and seek plan approval from the ROC Steering Committee Santa Ana shall: a. Approve plan and activities Completion Criteria: This task is considered complete upon delivery of presentations to the required schools. Completion is planned for the end of Q1/2014. Task 3: 2012 Faith-Based Outreach & Ready Sunday Outreach Objective: Continue implementing program to support and/or staff key faith- based emergency preparedness and up to six Ready Sunday-branded events based on the Project Schedule. Task Description: Handle all aspects of event support, staffing and promotion for the first annual Ready Sunday promotion in 2013 and through Q1 2014. This program will build on the current programming conducted in 2011 and 2012 involving churches, temples, synagogues and other faith-based entities. Responsibilities: WBC shall: a. Develop the promotion and seek approval from the ROC Steering Committee b. Execute the promotion based on the Task Description Santa Ana shall: a. Approve promotion elements Completion Criteria: This task will be implemented throughout the promotional period. Completion is planned for the end of Q1 2014. Task 4: Micro Campaigns Objective: Develop and implement a series of promotions for ROC during 2013 through Q1/2014. Task Description: The micro campaigns will be designated promotional initiatives that will be individually implemented with a specific beginning and end date (see following sub-tasks for specifics). 25A-18 16 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 4-A: Angels Preparedness Night & Promotion Objective: Develop, implement and stage the fourth annual ReadyOC Night at a Los Angeles Angels of Anaheim Major League Baseball game. Importantly, this promotion will be expanded as it will encompass funding overlap from previous ROC budgets. Task Description: Using the best practices from previous ROC Nights, this promotion will include a "readiness giveaway item" pre-game activities to secure Promises to Prepare, public address announcements about ReadyOC, public service announcements on the Stadium video screen and other complementary activities to promote ReadyOC and the Promise to Prepare campaign. Responsibilities: WBC shall: a. Work with the Steering Committee to identify and develop the ReadyOC Night at Angels Stadium promotion. b. Execute the promotion in accordance with the approved plan Santa Ana shall: a. Approve plan and promotion elements Completion Criteria: This task is considered complete upon completion of the promotion depending on the date assigned by the Angels. It is anticipated to be completed in 2013. Task 4-B: 2013/Q1 2014 Leveraged Promise Drives Objective: Explore opportunities through the ROC Steering Committee to partner with key county organizations to help drive community-wide emergency preparedness pledges, securing a minimum of three major promotions (ex. OCTA bus promotion). Task Description: Work with the ROC Steering Committee to target the OC Fair, OCTA, the Anaheim Ducks and other high-traffic/high-visibility organizations for no-cost and/or in-kind support for the ROC campaign. The scope of these drives will be proportional to the ability of the committees (or Corporate Advisory Council) to leverage relationships to minimize or eliminate promotional and/or sponsorship costs. 17 25A-19 Responsibilities: WBC shall: a. Work with ROC Steering Committee and/or Corporate Advisory Council to support inquiries as appropriate Santa Ana shall: a. Work with ROC Steering Committee and/or Corporate Advisory Council to support inquiries as appropriate Completion Criteria: This task is considered complete upon completion of the promotion as described in the ROC Steering Committee-approved Project Schedule. Task 5: 2013 Corporate Advisory Council (CAC) Support & Commitments Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2013, and expanding successes in leveraging CAC resources, connections and contributions to the overall ROC initiative during the year. Task Description: Continue momentum to expand the success of the council to help provide opportunities, extensions, and ongoing support for ROC. Activities include: a. CAC Designated Ambassador - continue to leverage and refine the designated CAC ambassadors to facilitate and deepen relationship efforts. b. One-on-One Outreach Tour - continue successful new strategy to outreach to CAC members in a high-touch, one-to-one manner to generate customized opportunities for promotional investment and support of the ROC campaign. c. CAC Recognition Program - formalize development and implementation of recognition program for CAC members that elevates the prestige for and expands the interest in promoting ROC and emergency preparedness. Responsibilities: WBC shall: a. Develop and implement the program with approval from the ROC Steering Committee Santa Ana shall: a. Approve the program and promotional efforts Completion Criteria: This task will be implemented throughout the performance period. Completion is planned for the end of 2013. 25A-20 18 Task 6: Website, Social Media & Online Outreach and Maintenance Objective: Review, recommend and pursue platform updates for the readyoc.org website and social media platforms to expand and extend technical capabilities for improved user experience and functionality. This includes recommendations and options for a website design/content organization refresh. Also included will be developing and implementing ongoing website and social media content, maintenance and management activities. Specific deliverables are as follows: 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 6-A: Interactive Web Elements Objective: Enhance the website with a minimum of three Animoto presentations and three infographics. Task Description: Create and implement Animoto presentations (online video/photo presentations) and three inforgraphics (graphical representations of key ROC data/information). Responsibilities: WBC shall: a. Develop and produce the web elements with approval from the ROC Steering Committee Santa Ana shall: a. Approve web elements Completion Criteria: This task is considered complete upon the delivery of a minimum of three (3) Animoto presentations and three (3) Inforgraphics. Completion is planned for the end of Q1/2014. Task 6-B: Website Content Updates, Management & Maintenance Objective: Refine and maintain 24/7 website content, maintenance and management activities and support through Q1 2014. 25A-21 19 Task Description: Handle all aspects of website updates, site optimization, site maintenance, site management and site metrics/reporting needs in accordance with ROC approved processes and protocols. Responsibilities: WBC shall: a. Develop the initiative and seek plan approval from the ROC Steering Committee Santa Ana shall: a. Approve plan and collateral materials Completion Criteria: This task is considered complete upon the completion of the support period. Completion is planned for the end of Q1/2014. Task 6-C: Social Media Content Updates, Management & Maintenance Objective: Develop and monitor 24/7 social media content as well as manage platforms for ROC Twitter, Facebook, YouTube and Instagram channels, all in accordance with the approved processes and protocols for each medium. Task Description: Handle all aspects of social media updates, optimization, maintenance, management and metrics/reporting needs in accordance with ROC approved processes and protocols. Responsibilities: WBC shall: a. Develop the initiative and seek plan approval from the ROC Steering Committee Santa Ana shall: a. Approve plan and collateral materials Completion Criteria: This task is considered complete upon the completion of the support period. Completion is planned for the end of Q1/2014. TASK 7: COMMUNITY & CITIZENS OUTREACH Objective: Develop and implement ongoing community and citizens' outreach at targeted community, emergency preparedness and other designated events and/or presentation venues, seeking to reach and engage with hundreds of thousands of citizens and community members. Task Description: Calendar, staff and manage up to 36 community (ex. Brea Fest) and emergency preparedness (ex. National Night Out) events as well as presentations to targeted community organizations/groups (ex. Boy Scouts). 25A-22 20 Deliverables: • Master Community & Citizen Events Calendar Create and manage a master annual calendar for all milestone events that ROC will participate in and/or staff in support of emergency preparedness outreach efforts and the P2P initiative. Event Promotion & Staffinq Promote and staff (as appropriate) up to 36 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, street team canvassing, ROC/P2P materials and giveaway distribution and more. Responsibilities: WBC shall: a. Develop the outreach and seek plan approval from the ROC Steering Committee b. Execute the outreach in accordance with the approved plan Santa Ana shall: a. Approve plan and promotional elements Completion Criteria: This task is considered complete upon the completion of the support period. Completion is planned for the end of Q1/2014. TASK 8: COLLATERAL & PROMOTIONAL MATERIALS Objective: Develop, produce and update ROC and P2P collateral materials and promotional materials for use in all programming as appropriate. Task Description: Handle design, writing, production and distribution of all materials supporting ROC and P2P initiatives. Deliverables: Collateral Materials o ROC Fact Sheets, 10,000 total quantity o ROC Flyers, 20,000 total quantity o ROC Family Emergency Plans, 25,000 total quantity [Note: this is in addition to those produced as part of the Faith-Based program] o P2P Fact Sheets, 20,000 total quantity • Promotional Materials o ROC/P2P Wristbands, 100,000 total quantity o ROC/P2P Emergency Document Bags, 60,000 total quantity 21 25A-23 o ROC/P2P Emergency Contact Magnets, 30,000 total quantity Responsibilities: WBC shall: a. Develop all materials and seek approvals from the ROC Steering Committee b. Produce materials in accordance with Steering Committee approvals Santa Ana shall: a. Approve materials Completion Criteria: This task is considered complete upon delivery of the promotional materials. Completion is planned for the end of Q1/2014. 25A-24 22 'fit O N r Lai M r O N ?My V 75 .a O V C d E cv CL as C 0 2 • O O O O O L ffl O O O O O N 613 O O O O O O N U3, O O O O O O M 69- O O O O O (.C) 613 O O O O O O N 69 O O O O O 00 - EA O O O O O 00 - Efl O O O O O O N 613 O O O O O O N FF? O O O O O O N ER O O O O O N - EA O O O O O Lf - 61) O O O O O N - 69 O O O O O 00 r 69 O O O O O O N EA O O O O O Ln M 69 C A M 69 W U Z a Z H ? Z a) m ? a a 0 0 o Z a O a v .r T o M w 06 o J a a N W = a a Y 06 : z o Q E ? Q ca cn =3 E ad H O n w c CL 0 0 -j W z C m (D U Q : c Lx o x W 0- a U J - CO a w _ E o Q ? cm z c ? cl- P z Q CL ? a p d W ca Z a •` O o :D O w a' x (n D U ca a E ' a c 0 O CL a -0 ' O U a m - m Z) c CO Z 0 m CL v W o w c N 2 CL w a Q (D m w d ~ w O CD a) c c i> > O m ? p Q a) U L) a 06 Ci E m Q a i a Q U a? O o w U a 0 Z W a (n T w H 0 CD cu >- a CD U m m O co (1) ? N cn U a > ~ m U Q aJ' 0 in H - Q O O Q ? o a o w o 0 CL w U. U U U Q m U m w w Q in Q co U •- ?- v v co (o (D = r Y (n Y (n Y 0 Y (n Y (n Y 0 N M I* Y w Y to Lp w Y to ,C 0 Y to 1. co = O U (D co I- m H m f- m H m F- m ~ m ~ ? m m H m H U J Q U) Cl) co U) U) (1) o F- H F- H H H ?'- H 0 L 7/ %-4 7 M N EXHIBIT B If You See Something, Say Something (S4) - OC Initiative FY11 S4 STATEMENT OF WORK General Information: The following Statement of Work (SOW) defines the principle activities and responsibilities of all parties for public outreach services to support the "If You See Something, Say Something" (S4) initiative for Orange County. This scope of work shall stand as an agreement between the City of Santa Ana (hereinafter Santa Ana) and Westbound Communications (hereinafter WBC). WBC will supply the following services during the term commencing March 1, 2013 and ending August 31, 2013: o S4 Microsite Creation & Management o Site content and design development and management o Site optimization o Site maintenance o S4 Promotional and Advertising Communications o Paid advertising o Social media outreach o Community promotions o Publicity services o Staged event marketing o Marketing Support for S4 Program o Multimedia production and outreach o Citizen and faith-based outreach o Corporate partnering o Project Administration Services 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 approval of Santa Ana Project Manager. This SOW is contingent upon both WBC 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 24 25A-26 • 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. Westbound Responsibilities: a.Maintain project communications with Santa Ana's Project Manager. b. Manage the efforts of the WBC staff and coordinate WBC activities with the Santa Ana Project Manager. c. Conduct on-site status meetings with Santa Ana's Project Manager on a monthly basis or when reasonably required at the discretion of Santa Ana to discuss project status. d. Provide timely responses, within ten (10) 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 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) to Santa Ana's Project Manager as necessary. Santa Ana Responsibilities: 1. a.Maintain project communications with the WBC Project Manager. b. Manage the efforts of S4 involved staff and coordinate S4 activities with the WBC 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 WBC Project Manager on a monthly basis or as may otherwise be reasonably required to discuss project status. e. Provide timely responses, within ten (10) business days, to issues raised by the WBC 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 WBC access to server and network equipment and work areas on a 24x7 basis, with pre-authorization for off-hours. k. Provide workspace for WBC personnel as reasonably requested. 25 25A-27 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 Project Schedule unless otherwise noted. Task 1: S4 Annual Marketing Road Map Objective: Develop and present a 40-45 page plan that details all objective, target audiences, strategies, tactics, timelines and budget allocations. Task Description: This task includes creating, presenting and implementing a marketing road map that guides all marketing and promotional activities for the year. Responsibilities: WBC shall: c. Develop the plan (road map) and seek approvals from the ROC Steering Committee d. Execute the road map in accordance with approved plans Santa Ana shall: a. Approve the plan Completion Criteria: This task is considered complete upon the completion and approval of the plan by the Santa Ana Project Manager. Task 2: S4 Microsite Launch Objective: Design and launch a microsite web hub for OC's S4 initiative. Task Description: Westbound will conceive, design, develop, host and maintain an S4 microsite (up to 10 pages maximum) to serve as the campaign's online hub. Importantly, the site will focus on promoting public awareness of and exposure for the S4 initiative, though links and contact information will be included to direct concerned citizens to appropriate operational reporting and response mechanisms (for example, 911). Activities include: a. Development and Launch of Microsite - craft, launch and then promote a new S4 microsite. b. Site Content Updates, Management & Maintenance - develop and implement 24/7 website content, maintenance and management activities and support. This includes handling all aspects of website updates, site optimization, site maintenance, site management and site metrics/reporting needs in accordance with approved processes and protocols. 25A-28 26 Responsibilities: WBC shall: a. Develop the initiative and seek plan and Project Manager. implementation approvals from the Santa Ana Santa Ana shall: a. Approve plan and implementation activities. Completion Criteria: This task is considered complete upon the launch of the microsite, and maintenance of the microsite through the performance period. Task 3: S4 Social Media Platform Launch Objective: Launch and implement a strategic social media program supporting S4 public awareness activities and engagement activities using Twitter, Facebook, YouTube and Instagram. Task Description: Create and manage all S4 social media content updates, management and maintenance. This include developing and monitoring 24/7 social media content and managing selected social media platforms noted below, all in accordance with approved S4 processes and protocols for each medium. The program includes the following activities: a. Social Media Master Plan - create a master strategic plan and annual calendar that clearly defines the approaches and tactics for an integrated social media initiative using Twitter, Facebook, Linkedln and YouTube b. S4 Twitter - develop content and manage channel c. S4 Facebook - develop content and manage channel d. S4 Instagram - develop content and manage channel e. S4 YouTube - develop content and manage channel Responsibilities: WBC shall: e. Develop the initiative and seek plan and program approval from the Santa Ana Project Manager f. Execute the promotion in accordance with the approved plan Santa Ana shall: a. Approve plan and promotion elements Completion Criteria: This task requires completion of the Social Media Master Plan, the launch of the social media channels and maintenance of the social media platforms throughout the program period. Task 4: S4 Information & Materials Toolkit 25A-29 27 Objective: Produce and distribute information materials (fact sheets, flyers, signs) that support efforts to build public awareness and generate engagement around the S4 initiative. Task Description: Create a toolkit of elements available electronically and as hand-outs to the public. These elements will include: a. Fact Sheet (10,000 Quantity) - create an S4 fact sheet that explains the initiative and campaign b. Flyer/Signage/Banner - develop a standardized one-page, visually-driven promotional piece that can be leveraged as a flyer, sign, banner or other display material. c. Templates - convert all materials into templates that can be accessed and leveraged by S4 partners, stakeholders and the public. Responsibilities: WBC shall: a. Produce and complete the toolkit with approval from the Santa Ana Project Manager b. Implement distribution of materials in conjunction with overall promotional efforts Santa Ana shall: a. Approve the toolkit elements Completion Criteria: This task is considered complete upon the delivery of all materials and templates. Task 5: S4 Citizens & Community Booth & Initial Outreach (6-8 months) Objective: Develop and produce an S4-branded booth and begin initial ongoing community and citizens' outreach at targeted transit, community, law enforcement and other designated events and/or presentation venues, seeking to reach and engage with hundreds of thousands of citizens and community members. Task Description: Create and produce an S4-branded table/booth to be used for community outreach events and activities promoting S4 messaging. Additionally, this includes calendaring, staffing and managing up to 6 initial community events (ex. Angels, National Night Out) events as well as presentations to targeted community organizations/groups (ex. Crime Alert Network). Deliverables: a. S4-Branded Table/Booth - create a dynamic table/booth with a banner, draping and promotional signage that can be leveraged for outreach events. b. Master Community & Citizen Events Calendar - create and manage a master annual calendar for all milestone events that S4 will participate in and/or staff in support of S4 promotional outreach efforts. 25A-30 28 c. Event Promotion & Staffing - promote and staff (as appropriate) up to 6 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, street team canvassing, information materials and giveaway distribution and more. Responsibilities: WBC shall: a. Develop the outreach and seek plan approval from the Santa Ana Project Manager b. Execute the outreach in accordance with the approved plan Santa Ana shall: a. Approve plan and promotional elements Completion Criteria: This task is considered complete upon the completion of the calendar and implementation of approved events. Task 6: S4 Promotional Partnering Objective: Build and establish promotional partnerships with Orange County-based transit, corporate and organizational partners (John Wayne Airport, OCTA, Disneyland, Angels, Ducks, major hotels), leveraging existing national S4 relationships wherever possible. Task Description: Create partnering opportunities and relationships that support S4 outreach. Activities include: a. Designated S4 Ambassadors - create designated S4 ambassadors to facilitate and deepen relationship efforts. b. One-on-One Outreach Tour - outreach to potential partner candidates in a high-touch, one-to-one manner to generate customized opportunities for promotional investment and support of the S4 campaign. c. Recognition Program - formalize development and implementation of recognition program for S4 partners that elevates the prestige for and expands the interest in promoting S4 messaging. Responsibilities: WBC shall: Develop and implement the program with approval from the Santa Ana Project Manager Santa Ana shall: Approve the program and promotional efforts Completion Criteria: This task is considered complete upon the completion of the tasks and the termination of the program period. Task 7: Staged Promotions & Publicity Outreach (First Half) 25A-31 29 Objective: Craft and implement staged promotions and publicity outreach to maximize high-visibility exposure for the S4 campaign. Task Description: Stage location- and/or market-based promotions and publicity efforts that support the S4 campaign. Activities include: a. Major Public Venue Promotion - create and implement a dynamic promotional concept (ex. giant backpack) for use in major transit and public venue settings (JWA, Amtrak, OCTA, Angels Stadium). h. Sponsored PSAs - leverage sponsored radio, television and/or online media programming (Clear Channel, CBS Networks) to push S4 public service announcement messaging throughout Orange County. i. Editorial Publicity - pursue earned media opportunities through press briefings, story pitching and press releases as appropriate to drive editorial press coverage of S4. Responsibilities: WBC shall: a. Develop and implement the program with approval from the Santa Ana Project Manager Santa Ana shall: a. Approve the program and promotional efforts Completion Criteria: This task requires implementation of the promotional program throughout the program period. 30 25A-32 d m t v f+ d A cu a O C O N d co r r LL • O O O O LO EA O O O O C) N Efl O O O O LO - 613 O O O O LO N QD O O O O LO N 61} O O O O CD N EA O O O O C) Il- EA O O O O CD - EA O O O O O N EA N L c O E Cfl x is a = L D O v a LU O V 06 0 ~ Q O U ? CO m Z J ? m a Q O w z LL 06 _ ~ Q ? a Z J a z a a O Q Q z o J p J ( ) O O . Z o z W W a? O N 0 v O o Q (? O W ? ? cn ? v a Q a c m a? c w ?- N M le U) w 1- c O J y N y N N V H H H Q H Q H H 0 F - F - ? L?7/'y?JJ M EXHIBIT C If You See Something, Say Something (S4) - OC Initiative FY12 S4 STATEMENT OF WORK General Information: The following Statement of Work (SOW) defines the principle activities and responsibilities of all parties for public outreach services to support the "if You See Something, Say Something" (S4) initiative for Orange County. This scope of work shall stand as an agreement between the City of Santa Ana (hereinafter Santa Ana) and Westbound Communications (hereinafter WBC). WBC will supply the following services the term commencing September 1, 2013 and ending March 31, 2014.: o S4 Microsite Creation & Management o Site content and design development and management o Site optimization o Site maintenance o S4 Promotional and Advertising Communications o Paid advertising o Social media outreach o Community promotions o Publicity services o Staged event marketing o Marketing Support for S4 Program o Multimedia production and outreach o Citizen and faith-based outreach o Corporate partnering o Project Administration Services 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 approval of Santa Ana Project Manager. This SOW is contingent upon both WBC 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 32 25A-34 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. Westbound Responsibilities: a.Maintain project communications with Santa Ana's Project Manager. b.Manage the efforts of the WBC staff and coordinate WBC activities with the Santa Ana Project Manager. c.Conduct on-site status meetings with Santa Ana's Project Manager on a monthly basis or when reasonably required at the discretion of Santa Ana to discuss project status. d.Provide timely responses, within ten (10) 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 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) to Santa Ana's Project Manager as necessary. Santa Ana Responsibilities: a. Maintain project communications with the WBC Project Manager. b.Manage the efforts of S4 involved staff and coordinate S4 activities with the WBC Project Manager. C. The Project Manager must ensure that their 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 the status meeting with the WBC Project Manager on a monthly basis or as may otherwise be reasonably required to discuss project status. e. Provide timely responses, within ten (10) business days, to issues raised by the WBC 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 WBC access to server and network equipment and work areas on a 24x7 basis, with pre-authorization for off-hours. k. Provide workspace for WBC personnel as reasonably requested. 33 25A-35 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 Project Schedule unless otherwise noted. Task 1: S4 Microsite Updates, Management & Maintenance Objective: Update, manage and maintain the technical platform and content updates for the microsite web hub for OC's S4 initiative. Task Description: Westbound will host, update and maintain the S4 microsite that serves as the campaign's online hub. This includes handling all 24/7 website content, maintenance and management activities and support such as website updates, site optimization, site maintenance, site management and site metrics/reporting needs in accordance with approved processes and protocols. Responsibilities: WBC shall: a. Manage and maintain the S4 microsite. Santa Ana shall: a. Approve site updates and management activities. Completion Criteria: This task will be continuously implemented throughout the performance period. Task 2: S4 Social Media Platform Updates & Management Objective: Update and manage the ongoing social media program supporting S4 public awareness activities and engagement activities using Twitter, Facebook, YouTube and Instagram. Task Description: Maintain S4 social media platforms through daily and weekly content updates, management and maintenance. This include developing and monitoring 24/7 social media content and managing selected social media platforms noted below, all in accordance with approved S4 processes and protocols for each medium. Responsibilities: WBC shall: g. Execute the platforms in accordance with the approved plan Santa Ana shall: a. Approve platform elements 34 25A-36 Completion Criteria: This task will be continuously implemented throughout the performance period. Task 3: S4 Information & Materials Toolkit Updates & Reprints Objective: Updates and reprints of selected materials (fact sheets, flyers, signs) that support efforts to build public awareness and generate engagement around the S4 initiative. Task Description: Refine and reprint materials, with specific quantities and edits to be determined by need and approved by the Santa Ana Project Manager in advance of production. Responsibilities: WBC shall: c. Produce and complete reprints approval from the Santa Ana Project Manager Santa Ana shall: a. Approve reprint elements Completion Criteria: This task is considered complete upon the delivery of all specified reprints. Task 4: S4 Citizens & Community Outreach Objective: Conduct ongoing community and citizens' outreach at targeted transit, community, law enforcement and other designated events and/or presentation venues, seeking to reach and engage with hundreds of thousands of citizens and community members. Task Description: Staff and manage ongoing community outreach events and activities promoting S4 messaging. This includes calendaring, staffing and managing 12 community events (ex. Angels, National Night Out) events as well as presentations to targeted community organizations/groups (ex. Crime Alert Network). Deliverables: d. Event Promotion & Staffing - promote and staff (as appropriate) 12 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, street team canvassing, information materials and giveaway distribution and more. Responsibilities: WBC shall: a. Execute the outreach in accordance with the approved plan Santa Ana shall: 35 25A-37 a. Approve events and promotional elements Completion Criteria: This task is considered complete upon the completion of the calendar and implementation of events. Task 5: S4 Promotional Partnering Objective: Continue building and establishing promotional partnerships with Orange County-based transit, corporate and organizational partners (John Wayne Airport, OCTA, Disneyland, Angels, Ducks, major hotels), leveraging existing national S4 relationships wherever possible. Task Description: Create partnering opportunities and relationships that support S4 outreach. Activities include: a. One-on-One Outreach Tour - continue outreach to potential partner candidates in a high-touch, one-to-one manner to generate customized opportunities for promotional investment and support of the S4 campaign. b. Recognition Program - continue recognition program for S4 partners that elevates the prestige for and expands the interest in promoting S4 messaging. Responsibilities: WBC shall: Develop and implement the program with approval from the Santa Ana Project Manager Santa Ana shall: Approve the program and promotional efforts Completion Criteria: This task shall be continuously implemented throughout the performance period. Task 6: Staged Promotions & Publicity Outreach (Second Half) Objective: Continue to implement staged promotions and publicity outreach to maximize high-visibility exposure for the S4 campaign. Task Description: Stage location- and/or market-based promotions and publicity efforts that support the S4 campaign. Activities include: a. Major Public Venue Promotion - create and implement a dynamic promotional concept (ex. giant backpack) for use in major transit and public venue settings (JWA, Amtrak, OCTA, Angels Stadium). b.Sponsored PSAs - leverage sponsored radio, television and/or online media programming (Clear Channel, CBS Networks) to push S4 public service announcement messaging throughout Orange County. 36 25A-38 c.Editorial Publicity - pursue earned media opportunities through press briefings, story pitching and press releases as appropriate to drive editorial press coverage of S4. Responsibilities: WBC shall: Develop and implement the program with approval from the Santa Ana Project Manager Santa Ana shall: Approve the program and promotional efforts Completion Criteria: This task will be implemented throughout the promotional program period. 37 25A-39 O d t V C N a O N cn N r LL O O O CD O N KY O O O CD O N Ef? O O O C) LO M Ef} O O O C) O N N 69 O O O 0 O O N 64 O O O 0 O O co Efl O O O O 3l Cl O O O O CD r- EA N H z R w a = L) F- w z o a otS W w U) ? cn C7 w Z a x z o L) a a o W oo w W 0 V O '- o w a p O w z Q O m a w CL CL cli w w z w ~ a ? H J a z a a a O a a Z O Q H w O z w otS O z o a Q w U O N W U LL N O O w ? U a a le IV lot v It A v C CD C • T- N M V O co C O J H H H H H H ? La 4 0 M