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HomeMy WebLinkAboutWESTBOUND COMMUNICATIONS, INC. 6B - 201414dO K1ANOPiROCEE waRK>>gAy Paact�D UNTIL INSURANCE EXPIRES k CLERK OF COUNCIL h DATE: APR I S 2014 SECOND AMENDMENT TO CONSULTANT AGREEMENT 1 THIS SECOND AMENDMENT TO CONSULTANT AGREEMENT is entered into on March 4, 2014 by and between Westbound Cosumunieations, Inc., a California corporation (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- 2014 -061 A. The parties entered into Agreement # A -2013 -032, dated February 19, 2013, (hereinafter "said Agreement ") by which Consultant has provided web site enhancement and hosting services, as well as, promotional services, expansion and updating of the Ready (ROC) Emergency Preparedness Campaign also known as Ready OC. In addition, creation and implementation of 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®" campaign. B. The parties entered into a First Amendment of the Agreement #A -2013- 032 -001 dated October 1, 2013 wherein the scope of services was amended to change the deliverables which were provided in certain tasks, authorize the expenditure of contingency funds in relation to specific tasks, and adopt the certifications that are required as a condition of Urban Areas Security Initiative ( "UASI ") grant funding. C. The grant funds for fiscal year 2011 and 2012 have been used and the City has received additional funding by way of the fiscal year 2013 UASI grant. As a result of the new funding source and pursuant to the terms of the Agreement, the City as co -lead agency (sharing responsibility with the City of Anaheim) for Anaheim/Santa Ana Urban Area needs to modify the Agreement to reflect additional funding in the amount of $385,000 for the remainder of the Agreement and to expand and update the scope of services. The $385,000 includes $200,000 for the OC Ready campaign, $150,000 for the "IfYou See Something Say Something8" campaign and a 10% contingency. The expanded scope of services will include maintaining the current Ready OC website, planning and executing several multi -media events, expanding outreach into social media venues and continued support of core advisory and business partnership groups. It will also include expansion of the "If You See Something Say Something®" campaign. WHEREFORE, in consideration of the covenants contained in said Agreement, arid subject to all the terms and conditions of said Agreement, except those amended in this Second Amendment to Agreement, the parties agree as follows: 1. Section 1, SCOPE OF SERVICES, the original scope of services for the OC Ready campaign referenced as Exhibit "A" shall be deleted and replaced with the attached Exhibit "A- I ", incorporated herein by reference. The original scope of services for the "If You See Something Say Somethingg" campaign referenced as Exhibit "A" (FYI 1) and Exhibit B "B" (FY 12) will be deleted and replaced with Exhibit "B -1" In addition, the scope of services will be amended to provide that the final determination of services provided by Consultant may be adjusted in writing by mutual agreement of the parties and executed by the City Manager or the Clef of Police. 2. Section 2(a), COMPENSATION, shall be amended to provide that the total sum to be expended under the Agreement shall be increased by $385,000 as reflected in Exhibits A -1 and 13-1 and including a 10% contingency for a total not to exceed $1,085,000. IN WITNESS WHEREOF, the patties hereto have executed this Second Amendment to Agreement on the date and year first written above ATTEST: I� MARIA D. H TZAR Clerk of the Council APPROVED AS TO FORM: SONIA R. CARVALHO City Attorney J00-A A. Laura A. Rossini Senior Assistant City Attorney RECOMMENDED FOR APPROVAL: CARLOSROJAS Acting Chief of Police CITY OF SANTA ANA DAVID CAVAZOS City Manager WESTBOUND COMMUNICATIONS c t u President and CEO BXHIB IT A -1 FY13 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 ReadyOC (ROC) Emergency Preparedness Campaign. This scope of work shall stand as an agreement between the City of Santa Ana (herein after Santa Ana) and Westbound Communications (herein after WBC) for the contracted period of April 1, 2014 through December 31, 2014. WBC will supply the following services: o ROC Website Management • Site content updating • Social media content updating • Site optimization o Site maintenance ROC Advertising and Promotional Communications • Paid advertising • Social media outreach • Broadcast news promotions • Media /corporate promotions • Publicity services Public Information Outreach Support for ROC Program • Multimedia production and outreach • Citizen and faith -based 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 the 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 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 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 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. L 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. 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: 2014 ReadvOC Marketing Road Map Objective: Create and establish a formal marketing plan and road map to best promote and provide outreach for ROC in 2014. The road map will include project schedules, management procedures and proposed activities. Task Description: Develop, refine, review and approve plan for all 2014 initiatives, including the marketing plan and project schedule. This also includes bridging activities from FY12 to maintain campaign momentum, integrity and continuity. Activities include: a. 2014 Launch Meetings — conduct meetings with Santa Ana Project Manager and ROC Steering Committee to outline strategies and recommendations for 2014 and to get approval to proceed with 2014 Road Map. b. 2014 Marketing Road Map — develop comprehensive marketing communications and promotions plan detailing strategies, objectives, tasks, schedules and metrics for all ROC and Promise to Prepare (P2P) activities during the contracted period. This includes delivery of a 50 -60 slide PowerPoint deck plan that details all strategic goals and programming. c. Project Schedule — develop and complete a comprehensive project schedule that details timing for all activities. d. Project Management & Control Procedures — review and update, as needed, all control and administrative procedures (change orders, approval processes, etc.) and documents. Responsibilities: WBC shall: a. Develop the initiative and seek plan approval from the ROC Steering Committee 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 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 in Q2/2014. Task 2: ReadvOC Stakeholder Meetings & Promotions Objective: Manage campaign updates, administration and promotions to the Steering Committee and Santa Ana Project Manager through activities including, but not limited to, meetings, monthly activity reporting, programming documentation, regular communications and presentations to Steering Committee and corresponding agency partners (ex: OCEMO), Task Description: Provide campaign and promotion updates to the Santa Ana Project Manager through daily and weekly phone calls, emails and meetings (as needed), Manage the ongoing reporting and measurement of campaign data including event impressions, media coverage, social media impressions and website traffic, among others. Maintain weekly and monthly communication with the Steering Committee, including at least one in- person meeting a quarter. Conduct up to six presentations or meetings with agency and campaign partners. Responsibilities: WBC shall: a. Coordinate, manage and participate in at least one Steering Committee meeting per quarter b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana Project Manager c. Manage the weekly and monthly reporting of campaign measurement d. Manage ongoing expense tracker, 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 with Steering Committee Completion Criteria: This task is considered complete upon completion of administrative deliverables and when the Santa Ana Project Manager signs the task completion letter, by Q4/2014. Task 3: Promise to Prepare (P2P) Promotion Objective: Extend and maintain the momentum of the P2P program. The emphasis will be on strong public outreach presence, programming, media and marketplace exposure through the end of Q4/2014 (December 31, 2014). Task Description: The promotion includes the ongoing public pronouncement that ROC will achieve tangible steps towards preparedness, Promises to Prepare, from Orange County residents, businesses and community members through public outreach and media promotions including, but not limited to, the ROC Preparedness Bucket List campaign, radio promotion, video public service announcement (PSA) creation, smartphone app management and enhancements and publicity outreach. 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 and when the Santa Ana Project Manager signs the task completion letter. Task 3 -A: ROC Emergency Preparedness Bucket List Objective: Plan, develop and implement concept, distributing a minimum of 1,500 branded five- gallon ROC emergency preparedness buckets to Orange County community members by Q4 2014, (Note: WBC in collaboration with the Santa Ana Project Manager will seek to expand the number of distributed buckets through partnering /sponsorship efforts with the Corporate Advisory Council and other community stakeholder groups.) Task Description: Expand and enhance the existing Preparedness Bucket List program momentum that encourages Orange County residents to add preparedness to their "bucket list" — i.e. making sure residents receive a bucket and begin gathering 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 with suggestions included of what key emergency kit items to place within it. Along with serving as a tangible action step toward preparedness, the bucket concept offers numerous promotional opportunities via publicity, the website, social media and other ROC communication channels. An initial quantity of 1,500 branded buckets will be produced. WBC and the ROC team will also seek to expand the program and amount of buckets to be distributed 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: c. Approve initiative concepts and materials d. Support and facilitate partnering and sponsorship efforts Completion Criteria: This task is considered complete upon the distribution of a minimum of 1,500 buckets and when the Santa Ana Project Manager signs the task completion letter. Planned completion and implementation will be by Q4/2014. Task 3 -13: Media Promotions Objective: Develop and implement media promotions and concentrated publicity outreach to local print, online and broadcast outlets to promote ROC programming elements, the Promise to Prepare Initiatives and our calendar of activities. Task Description: Develop and implement media promotions including, but not limited to, management and enhancement of the ROC smanphone app, Clear Channel or other radio promotion campaign packages, video PSA creation and media outreach to local outlets to direct OC residents to commit to preparedness steps. Task includes ongoing measurement and tracking of promotional elements. Activities will include: a. Manage and Enhance ROC Smar'cphone App — track downloads weekly, send monthly push notifications, update technical features and enhance smartphone app for Apple and Android mobile and tablet products with a new feature such as a children's game. I. App Promotion Plan & Program — develop and implement plan to promote and drive app downloads. This will include a mix of publicity, advertising, video, website, social media and other off line and online marketing elements. b. Clear Channel Advertising and Online Promotion — working with Clear Channel, a plan will be developed and implemented for a promotional period to take place during Q3 2014. The plan will consist of both on -air and online outreach components. I. 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. Publicity Outreach — create media lists, press releases, media alerts and conduct outreach to targeted local media outlets to achieve five feature editorial hits between Q2 and 04 2014. Manage and edit submissions for columns to the south and north county community paper editors for placement. d. Video PSA — create one updated and engaging video public service announcement to increase exposure of ROC in OC community; to be placed on public access channels, ROC YouTube channel and local city websites. Responsibilities: WBC shall a. Develop the initiative and seek plan and program approval from the ROC Steering Committee b. Execute the promotions 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 or booking and scheduling of the deliverables, given media requirements in some instances for upfront payment and when the Santa Ana Project Manager signs the task completion letter. Planned completion and implementation will be by Q4/2014. Task 4: Education -Based Outreach Objective: Expand and execute activities with OC education organizations, schools and after - school programs to support ROC emergency preparedness efforts and the Promise to Prepare initiative. 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 4 -A: Education -Based Outreach (Spring /Summer 2014 Objective: Expand and execute activities with OC education organizations, schools and after - school programs to support ROC emergency preparedness efforts and the Promise to Prepare initiative for the 2014 spring semester and summer programs. Task Description: Handle all aspects of programming, materials development and distribution, school assemblies and other activities /events based on the 2014 spring and summer semesters. 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 student -base, as well as direct outreach to 10,000 -plus elementary-aged children. Broadly, activities are anticipated to include: a. Elementary School Assembly Program - extend and implement elementary school assembly program and promotion throughout Orange County, seeking to conduct approximately 20 total assemblies during the contracted period, or an average of five assemblies per month. i. This encompasses scheduling, supporting and promoting assemblies leveraging Officer John Reed with elementary schools throughout Orange County. ii. Officer John Reed is responsible for conducting assemblies on his own, with the exception of 4 -6 assemblies which will be additionally staffed for formal research and feedback as well as for quality control. iii. Tasks include booking assemblies, managing the annual calendar, promoting events through CODE, 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. b. 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. Responsibilities: WBC shall: a. Develop the initiative and seek plan approval from the ROC Steering Committee Santa Ana shall: b. Approve plan and activities Completion Criteria: This task is considered complete upon delivery of presentations to the required schools and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by Q3/2014. Task 4 -113: Education -Based Outreach (Fall/Winter 20141 Objective: Expand and execute activities with OC education organizations, schools and after - school programs to support ROC emergency preparedness efforts and the Promise to Prepare initiative for the 2014 late summer and fall semester. Task Description: Handle all aspects of programming, materials development and distribution, school assemblies and other activities /events based on the 2014 late summer and fall semester. 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 student -base, as well as direct outreach to 10,000 -plus elementary-aged children. Broadly, activities are anticipated to include: c. Elementary School Assembly Program -extend and implement elementary school assembly program and promotion throughout Orange County, seeking to conduct approximately 20 total assemblies during the contracted period, or an average of five assemblies per month. L This encompasses scheduling, supporting and promoting assemblies leveraging Officer John Reed with elementary schools throughout Orange County, ii. Officer John Reed is responsible for conducting assemblies on his own, with the exception of 4 -6 assemblies which will be additionally staffed for formal research and feedback as well as for quality control. iii. Tasks include booking assemblies, managing the annual calendar, promoting events through OODE, 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. d. 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. Responsibilities: WBC shall: b. Develop the initiative and seek plan approval from the ROC Steering Committee Santa Ana shall: c. Approve plan and activities Completion Criteria: This task is considered complete upon delivery of presentations to the required schools and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by end of 04/2014. TASK 5: Community & Citizens Outreach Objective: Develop and implement ongoing community and citizens' outreach at targeted community, emergency preparedness, faith -based and other designated events and /or presentation venues, seeking to reach and engage with hundreds of thousands of citizens and community members. 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 5 -A: Communitv & Citizens Outreach (Spring 2014 Objective: Develop and implement ongoing community and citizens' outreach at targeted community, emergency preparedness, faith -based 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 10 community (ex. Rossmoor Community Festival) and emergency preparedness (ex. SMWD Water Awareness Day) events as well as presentations and faith -based Ready Sunday events to targeted community organizations /groups. Activities include a. 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 for Q2/2014. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, team presentations, 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 calendared event outreach and when the Santa Ana Project Manager signs the task completion letter, Completion is planned for the end of Q2/2014. Task 5 -B: Community & Citizens Outreach (Summer 2014) Objective: Develop and implement ongoing community and citizens' outreach at targeted community, emergency preparedness, faith -based 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 10 community (ex. Cypress Community Festival) and emergency preparedness (ex. Dana Point Preparedness Expo) events as well as presentations and faith -based Ready Sunday events to targeted community organizations /groups. Manage and implement leveraged P2P drives to include a micro campaign partnership event with Angels Baseball. Activities include: a. 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 for Q312014, b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, team presentations, ROC /P2P materials and giveaway distribution and more. c. ROC Angel's Night 2014 — book, manage, staff and implement promotional partnership event at Angel's Baseball home game to include in -game and pre -game promotional elements. 10 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 calendared event outreach and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of Q3/2014, Task 5 -C: Community & Citizens Outreach Fall 2014 Objective: Develop and implement ongoing community and citizens' outreach at targeted community, emergency preparedness, faith -based 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 10 community (ex. Placentia Heritage Festival) and emergency preparedness (ex. Red Cross Disaster Preparedness Academy) events as well as presentations and faith -based Ready Sunday events to targeted community organizations /groups. Activities include: a. 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 for Q412014. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 community events throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include table displays, team presentations, ROC /P2P materials and giveaway distribution and more. Responsibilities: WBC shall: a. Develop the outreach and seek plan approval from the ROC Steering Committee L Execute the outreach in accordance with the approved plan Santa Ana shall: a. Approve plan and promotional elements I Completion Criteria: This task is considered complete upon the completion of the calendared event outreach and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of Q412014. Task 6: 2014 Corporate Advisory Council (CAC) & Partnerin Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2014, and expanding successes in leveraging CAC resources, connections and contributions to the overall ROC initiative during the year. 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: Corporate Advisory Council (CAC) & Partnering (Spring /Summer 2014) Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2014, 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 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. 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 and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by Q312014.t2 Task 6-13: Corporate Advisory Council (CAC) & Partnering (Fall /Winter 2014) Objective: Continue managing current CAC group with emphasis on enhancing participation benefits, retaining current active members for 2014, 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 ROO. 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 and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of Q4/2014. Task 7• Website Social Media & Online Outreach and Maintenance Objective: Update, manage and maintain the ReadyOC.org website and provide recommendations for updates to improve the user experience and functionality. Also update, manage and maintain campaign social media channels 24/7 during the contract term. Website and social media will be leveraged to continue to support the campaign's public awareness and engagement activities. 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 7 -A: Website Social Media & Online Outreach and Maintenance (Spring 2014) Objective: Update, manage and maintain the ReadyOC.org website and provide recommendations for updates to improve the user experience and functionality. Also update, manage and maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7 during Q212014. Task Description: Handle all aspects of website and social media updates, optimization, maintenance, management and metrics /reporting needs in accordance with ROC approved processes and protocols. a. Interactive Web Elements - create and implement three Animoto presentations (online video /photo presentations) and three new focus area updates for the website homepage per month b. Quality Check — implement a quality check of all links, content and verbiage of the Ready0C.org website to ensure content is up -to -date for visitors c. Social Media Content - create and share engaging photo, video and relevant preparedness content via social media channels daily, tracking the impressions weekly Responsibilities: WBC shall: a. Develop the initiative, elements and seek plan approval from the ROC Steering Committee Santa Ana shall: a. Approve web elements, collateral materials and social media plan Completion Criteria: This task is considered complete upon the completion of the support period and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of Q2/2014. Task 7 -13• Website Social Media & Online Outreach and Maintenance (Summer 2014) Objective: Update, manage and maintain the ReadyOC.org website and provide recommendations for updates to improve the user experience and functionality. Also update, manage and maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7 during Q3/2014. Task Description: 14 Handle all aspects of website and social media updates, optimization, maintenance, management and metrics /reporting needs in accordance with ROC approved processes and protocols. a. Interactive Web Elements - create and implement three Animoto presentations (online video /photo presentations) and three new focus area updates for the website homepage per month b. Quality Check — implement a quality check of all links, content and verbiage of the ReadyOC.org website to ensure content is up -to -date for visitors c. Social Media Content - create and share engaging photo, video and relevant preparedness content via social media channels daily, tracking the impressions weekly Responsibilities: WBC shall: a. Develop the initiative, elements and seek plan approval from the ROC Steering Committee Santa Ana shell: a. Approve web elements, collateral materials and social media plan Completion Criteria: This task is considered complete upon the completion of the support period and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of 03/2014. Task 7 -C• Website Social Media & Online Outreach and Maintenance (Fall 2014) Objective: Update, manage and maintain the ReadyOC.org website and provide recommendations for updates to improve the user experience and functionality. Also update, manage and maintain campaign social media channels, Twitter, Facebook, Instagram and YouTube, 24/7 during Q4/2014. Task Description: Handle all aspects of website and social media updates, optimization, maintenance, management and metrics /reporting needs in accordance with ROC approved processes and protocols. a. Interactive Web Elements - create and implement three Animoto presentations (online video /photo presentations) and three new focus area updates for the website homepage per month b. Quality Check — implement a quality check of all links, content and verbiage of the ReadyOC.org website to ensure content is up -to -date for visitors c. Social Media Content - create and share engaging photo, video and relevant preparedness content via social media channels daily, tracking the impressions weekly Responsibilities: WBC shall: 15 a. Develop the initiative, elements and seek plan approval from the ROC Steering Committee Santa Ana shall: a. Approve web elements, collateral materials and social media plan Completion Criteria: This task is considered complete upon the completion of the support period and when the Santa Ana Project Manager signs the task completion letter. Completion is planned for the end of Q412014. 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 P21P initiatives. a. Collateral Materials i. ROC Preparedness Bucket List Flyers, 2,000 total quantity ii. ROC Family Emergency Plans, 20,000 total quantity iii. P213 Fact Sheets, 20,000 total quantity b. Promotional Materials i. ROC /P2P Wristbands, 20,000 total quantity ii. ROC /P2P Emergency Document Bags, 20,000 total quantity ill. ROC /P2P Hand -Crank Flashlights, 1,500 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 the order or delivery of the promotional materials, given requirements in some instances for upfront payment, and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by the end of Q3/2014. 16 C%4 O 75 U) O E t: O C� 0 0 c 0 C� 0 C� C� 0 0 0 0 0 0 a E oul c E Z Z LU Z 0 0 N 0 E ON UJ U) LL U) CL w LL Z z: a. a 1: c t! 0 0 0 0 U, Z CO 0 0 U z 0 0 w a U 0. a- Z p 0 U) li. w o Z7 c c Z < m 0 0 0 0 06 oU oz5 z O m LLI w@ M 0 0 0 0 0 N N > uj a uj 0- y 0 0 Z . a 0 o 0 0 0 U) rL CL. 0 w m m F. > > W Li EIE m m -j 0 0 0 (L �e m 0 2 V) L < 0) < a) < 0 < M E 0 IV--) o Lu CL Z E E E Lu 0 -F, U U E E E U) 0 w 0 0 0 u 0 0 0 0 LLY LU ui w 0 C) Q Fn < < 0 Z rn w w m 0 0 w 0 m W --------------- u 0 3: u m ¢ C9 9 U) F- EXHIBIT B -1 If You See Something, Say Something (S4) -- OC Initiative FY13 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 from April 1, 2014 — December 31, 2014. 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 a 9 -month term: o S4 Microsite and Social Media Platform Management • Site maintenance management • Social media content development and outreach • Social media maintenance management o S4 Media Promotions • Paid advertising • Earned media • Public Service Announcements (PSAs) Marketing Support for S4 Program • 2014 marketing road map • Citizen and community outreach • Promotional partnering • Staged promotions • Event marketing 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 • 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 247 basis, with pre- authorization for off - hours. k. Provide workspace for WBC 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 Project Schedule unless otherwise noted. Task 1: S4 2014 Marketina Roadma Objective: Develop and present a 20 -30 page Power Point plan that details all 2014 objectives, target audiences, strategies, tactics and timelines for outreach from April 1, 2014 through December 31, 2014. Task Description: This task includes creating, presenting and implementing a marketing road map that guides all marketing and promotional activities for the contract period. Responsibilities: WBC shall: a. Develop the plan (road map) and seek approvals from the Steering Committee. b. 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 of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion and invoicing will be in 022/2014. Task 2: S4 Stakeholder Meetings and Promotions Objective: Update and manage campaign updates, administration and promotions to the steering committee and Santa Ana Project Manager through activities including, but not limited to, meetings, monthly activity reporting, regular communication and presentations to the Steering Committee. Task Description: Provide campaign and promotion updates to the Santa Ana Project Manager through daily and weekly phone calls, emails and meetings (as needed). Manage the ongoing reporting and measurement of campaign data including event impressions, media coverage, social media impressions and microsite traffic, among others. Maintain weekly and monthly communication with the Steering Committee, including at least one in- person meeting a quarter. Responsibilities: WBC shall: a. Coordinate and participate in at least one Steering Committee meeting a quarter. b. Provide daily, weekly and monthly campaign and promotion updates to the Santa Ana Project Manager, c. Manage the weekly and monthly reporting of campaign measurement. d. Manage ongoing expense tracker, budget and campaign schedule. e. Submit task completion letters with invoices to the Santa Ana Project Manager. Santa Ana shall: a. Approve campaign progress, updates and promotions. Completion Criteria: This Task is considered complete upon completion of the administrative deliverables and when the Santa Ana Project Manager signs the task completion letter, by Q4/2014. Task 3: S4 Social Media andMicrosite Management and Maintenance Objective: Update, manage and maintain the campaign social media channels and the KeepOCSafe.org microsite technical and content platforms 24/7 during the contract term. Both platforms will continue to support the campaign's public awareness and engagement activities. 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. Objective: Update, manage and maintain the campaign's social media channels technical and content platforms 24/7, all in accordance with the approved processes and protocols for each medium. In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content platforms. The microsite will continue to support the campaign's public awareness and engagement activities. Task Description: Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily and weekly content updates, management, maintenance and measurement. This includes, but is not limited to, content research and updates, social media plan and protocol and tracking. Create and implement at least one Animoto presentation (online video /photo presentation). Host and maintain the KeepOCSafe.org microsite through weekly and monthly technical and content platform updates. These include, and are not limited to, event and backpack display schedules, photos, media coverage, link updates and more. Responsibilities: WBC shall: a. Share content including, but not limited to, videos, graphics, links and photos, via the campaign's Twitter, Instagram and Youtube platforms a minimum of 10 times a week b. Develop and produce one Animoto with approval from the Steering Committee. c, Host the KeepOCSafe.org microsite. d. Manage one technical and content microsite platform update a month. Santa Ana shall: a. Approve microsite updates and management activities, along with social media platform elements. Completion Criteria: The task is considered complete upon the completion of deliverables and when the Santa Ana Project Manager signs the task completion letter in Q3/2014. objective: Update, manage and maintain the campaign's social media channels technical and content platforms 24/7, all in accordance with the approved processes and protocols for each medium. In addition, update, manage and maintain the KeepOCSafe.org microsite technical and content platforms. The microsite will continue to support the campaign's public awareness and engagement activities. Task Description: Maintain the campaign's Twitter, Instagram and YouTube social media platforms through daily and weekly content updates, management, maintenance and measurement. This includes, but is not limited to, content research and updates, social media plan and protocol and tracking. Create and implement at least one Animoto presentation (online video /photo presentation). Host and maintain the KeepOCSafe.org microsite through weekly and monthly technical and content platform updates. These include, and are not limited to, event and backpack display schedules, photos, media coverage, link updates and more. Responsibilities: WBC shall: e. Share content including, but not limited to, videos, graphics, links and photos, via the campaign's Twitter, Instagram and Youtube platforms a minimum of 10 times a week f. Develop and produce one Animoto with approval from the Steering Committee. g. Host the KeepOCSafe.org microsite. h. Manage one technical and content microsite platform update a month. Santa Ana shall: b. Approve microsite updates and management activities, along with social media platform elements. Completion Criteria: The task is considered complete upon the completion of deliverables and when the Santa Ana Project Manager signs the task completion letter in Q4/2014. Task 4: S4 Materials and Resources Objective: Develop, produce and update campaign collateral and resource materials for use in all programming as appropriate. 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 4 -A: S4 Collateral Materials Objective: Develop, produce and update campaign collateral materials for use in all programming as appropriate. Task Description: Manage the design, drafting, production and distribution of collateral materials in support of the S4 campaign initiatives. The materials that will be produced are: a. Updated S4 Consumer Handout, 2,000 total quantity b. S4 Color Sheets, 2,000 total quantity Responsibilities: WBC shall: c. Develop all materials and seek approvals from the Steering Committee d. Produce materials in accordance with Steering Committee approvals Santa Ana shall: a. Approve the collateral material elements. Completion Criteria: This task is considered complete upon delivery of the collateral materials and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by the end of Q2/2014. Task 4 -13: S4 Resource Materials Objective: Develop, produce and update campaign resource materials for use in all programming as appropriate. Task Description: Manage the design, drafting, production and distribution of resource materials in support of the S4 campaign initiatives. The resource materials that will be produced are: a. S4 Ribbon Magnets, 1,000 total quantity. b. S4 Additional Promotional Item (e,g. additional Ribbon Magnets, Rico the dog stickers), 1,000 total quantity. Responsibilities: WBC shall: a. Develop all materials and seek approvals from the Steering Committee. b. Produce materials in accordance with Steering Committee approvals. Santa Ana shall: a. Approve the resource material elements Completion Criteria: This task is considered complete upon delivery of the collateral materials and when the Santa Ana Project Manager signs the task completion letter. Completion is planned to occur by the end of Q3/2014. Task 5: S4 Citizens & Community Outreach Objective: Continue to conduct community and citizens' outreach to secure the campaign's presence at events and or display of the giant red backpack at venues through the development and extension of promotional partners to build on the existing awareness of the campaign. 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 5 -A: S4 Citizens & Community Outreach (Sorina /Summer 2014 Objective: Continue to conduct community and citizens' outreach to secure the campaign's presence at events and or display of the giant red backpack at venues through the development and extension of promotional partners to build on the existing awareness of the campaign. Task Description: Manage and staff (where appropriate) continued participation at least 10 community outreach festivals (e.g. Irvine Korean Festival) or giant red backpack staged promotion displays at notable Orange County venues or events (e.g. Orange County Fair). Activities include: a. Master Community & Citizen Events Calendar - create and manage a master annual calendar for all milestone events, festivals and /or venues that S4 will participate in and /or staff in support of the campaign's messaging during Q2 2014. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 community events, festivals and /or giant red backpack venue displays throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include display of the giant red backpack, distribution of campaign materials promotional items 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 calendared event outreach and when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of upcoming events will incur upfront logistics and event fees. Completion is planned for the end of Q2/2014, Task 5 -113: S4 Citizens & Community Outreach (FaIINVlnter 2014) Objective: Continue to conduct community and citizens' outreach to secure the campaign's presence at events and or display of the giant red backpack at venues through the development and extension of promotional partners to build on the existing awareness of the campaign. Task Description: Manage and staff (where appropriate) continued participation at least 10 community outreach festivals (e.g. Cypress Community Festival) or giant red backpack staged promotion displays at notable Orange County venues or events (e.g. John Wayne Airport). Activities include: a. Master Community & Citizen Events Calendar - create and manage a master annual calendar for all milestone events, festivals and /or venues that S4 will participate in and /or staff in support of the campaign's messaging during Q3 2014. b. Event Promotion & Staffing - promote and staff (as appropriate) up to 10 community events, festivals and /or giant red backpack venue displays throughout Orange County that are aligned with the Master Community & Citizen Events Calendar. Event activities may include display of the giant red backpack, distribution of campaign materials promotional items 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 calendared event outreach and when the Santa Ana Project Manager signs the task completion letter. Formal calendaring of upcoming events will incur upfront logistics and event fees. Completion is planned for the end of Q3/2014. Task 6: S4 Media Promotions Objective: Continue to conduct publicity outreach to maximize exposure of the S4 campaign through earned or paid coverage in local print, online and broadcast media. Task Description: See sub -tasks for specifics. Responsibilities: See sub -tasks for specifics. Completion Criteria: This task is considered complete with add budgeted sub -tasks have been completed in their respective entirety. Task 6 -A: S4 Media Promotions (Spring 2014) Objective: Continue to conduct publicity outreach to maximize exposure of the S4 campaign through earned or paid coverage in local print, online and broadcast media. Task Description: Secure placement of existing and any new PSAs on at least 10 local public access channels (e.g. Garden Grove Channel 3, PBS SoCal, Buena Park Channel 3) and city websites (e.g. Santa Ana, Anaheim, Cypress) to continue to extend the S4 message throughout the county. Responsibilities: WBC shall: a. Secure the placement of PSAs on at least 10 local public access channels or city websites. Santa Ana shall: a. Approve the PSA placement opportunities Completion Criteria: This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q2/2014. Task 6 -13: S4 Media Promotions (Summer 2014) Objective: Continue to conduct publicity outreach to maximize exposure of the S4 campaign through earned coverage in local print, online and broadcast media. Task Description: Continue to pursue earned media opportunities through the placement of at least two earned news articles to build upon the S4 messaging. Responsibilities: WBC shall: a. Secure at least four earned or sponsored news articles. Santa Ana shall: a. Approve earned publicity opportunities. Completion Criteria: This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q312014. Task 6 -C: S4 Media Promotions (Fall 2014) Objective: Continue to conduct publicity outreach to maximize exposure of the S4 campaign through advertising or additional promotions in local print, online, broadcast or outdoor media. Task Description: Further extend the campaign's message through at least one paid advertising or media sponsorship opportunity (e.g. Clear Channel, OCTA bus ads). Responsibilities: WBC shall: b. Secure at least one paid advertising or media sponsorship opportunity. Santa Ana shall: a. Approve on paid advertising opportunity. Completion Criteria: This task is considered complete upon the completion of the deliverables and when the Santa Ana Project Manager signs the task completion letter. Planned completion is Q412014. 10 0 \ $ \ E / } $ § � � ( § z \ tu _\ ! 2 LL 2 § z ® ) \ \ ` 7 \ g o ( G ± \ {_ \ ( C § \ LL \ � \ / \ ® § ) § \ ! \ < { \ \ \ \ \ \ \ \ { [ ) § 2 , ) ) ( ( § ) & a \ \ \ a ( ; 2 7 o ] 2 ° 0 § R J § m / g } ; \ § j © @ \ _ \ ) } § \\ \ / ) § \ ) \ ( § § ■ a # $ ® 2 \ ± i / \ J / / / ) / / / / / / / ) ) ] § 2 /#CORD' COMMU -5 OP ID: AD �.. CERTIFICATE OF LIABILITY INSURANCE DATE (MM DDYYYV) 03131/14 THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT: If the certificate holder is an ADDITIONAL INSURED, the pollcy(les) must be endorsed. 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All rights reserved. ACORD 25 (2010105) The ACORD name and logo are registered marks of ACORD POLICYNUMBER:72 SBA AE3737 I n! THIS ENDORSEMENT CHANGES THE POLICY. PLEASE READ IT CAREFULLY, ADDITIONAL INSURED - PERSON - ORGANIZATION THE CITY OF MORENO VALLEY MORENO VALLEY COMMUNITY SERVICES DISTRICT REDEVELOPMENT AGENCY OF THE CITY OF MORENO VALLEY 14177 FREDERICK STREET MORENO VALLEY, CA 92552 THE COUNTY OF ORANGE JOHN WAYNE AIRPORT 3160 AIRWAY AVENUE COST MESA, CA 92626 ORANGE COUNTY TRANSPORTATION ATTN: PIA VEESAPEN 550 S. MAIN STREET ORANGE, CA 92863 -1584 RE: REFERENCE AGREEMENT NO. CITY OF SANTA ANA 20 CIVIC CENTER PLAZA SANTA ANA, CA 92701 Form IH 12 00 11 85 T SEQ. NO. 003 Process Date: 02/21/14 AUTHORITY C -1 -2666 / 'PRO17ED A3 TO FORM oj-j'j-zk A • Qev� - -- Laura A. Rossini R,ssisuw.t City Attorney Printed in U.S.A. Page 001 Expiration Date: 05/06/15