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ASSOCIATES <br /> Suggested Preliminary Action Plan <br /> Total Budget not to exceed $50,000 <br /> These suggestions are preliminary, and there should be additional discussions before I <br /> fully recommend the following approach. This process includes the services and <br /> timelines that we will likely suggest if we are awarded this contract. This information <br /> is intended to provide a more thorough understanding of our approach and process to <br /> demonstrate that we are knowledgeable and capable of successfully executing this <br /> campaign to the citizens of Orange County. <br /> PHASE 1: <br /> Research and Communication Plan <br /> Strategic Planning and communication plan development. This will include reviewing <br /> any available research and the voting records of our failed referendum in November <br /> 2010. Additionally there have been 78 counties who have put this consideration in <br /> front of their voters since 2007. Of these only 19 were approved with 59 failing to <br /> receive approval. There could be some useful lessons from these initiatives that can <br /> help direct our communications. Our research will help frame the communications <br /> and the county wide strategic approach. This strategic communication plan will <br /> include an identification and breakdown of the various target markets, the message(s) <br /> required to achieve our results, the best channel needed to deliver this message and <br /> finally the timing and frequency of this message. (Audience, Message, Channel and <br /> Frequency) <br /> PHASE 2: <br /> Creative Communication Development <br /> Once the plan is written and approved we will focus on the creative development of <br /> our messaging. The knowledge of our specific audiences and the messages required as <br /> outlined in phase one will help guide our considerations. Additionally and coupled <br /> with our experience, the communication channel as outlined in phase one will help <br /> determine the tone, style and emphasis of the campaign's content and its creative <br /> expression. <br /> PHASE 3: <br /> Creative Execution <br /> This is the final step to ensure the communication plan is executed as intended. <br /> This phase will include the logistics and creative materials required for each of our <br /> target audiences to adequately understand the value of the .25% sales tax initiative. <br /> Media contracts, finalizing and facilitating communication opportunities and ongoing <br /> monitoring will all be included in this final phase. <br />