Orange County NC Website
Browse       Search
DocuSign Envelope ID: 555476E3-EEA5-4798-A206-693D97B8251 D <br /> /i iOr <br /> 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 for the citizens of Orange County. <br /> PHASE 1: <br /> Research and Communication Plan <br /> This will include reviewing any available research including the voter participation <br /> records for the last successful county-wide bond referendum in November 2011. Our <br /> research will help shape the communications for this county-wide campaign. This <br /> research will include help with the identification and breakdown of the various target <br /> audiences, the message(s) most suited to achieve our results, the best channel <br /> needed to deliver these messages and finally the timing and frequency for these <br /> messages. (Audience, Message, Channel and Frequency) <br /> PHASE 2: <br /> Creative Communication Development <br /> Once the plan is developed we will focus on the creative development of our <br /> messaging. Guiding our consideration will be the knowledge of our specific audiences <br /> and the messages required as outlined in phase one. Additionally, and coupled with <br /> 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 campaign 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 and issues concerning the 2016 <br /> bond referendum. Media contracts, finalizing and facilitating communication <br /> opportunities and ongoing monitoring will all be included in this final phase. <br />