2021/10/20 Council Agenda Packet

in person or via ZOOM meeting (depending on COVID restrictions and other variables). Email/phone briefings may be utilized during longer statewide HVE’s or when the TZM or LEL is not available. 4BPublicity/Earned Media Efforts Media Plan: • Press releases within the week of the local enforcement – due to agency policies and best practices, press releases will be in the 5-day period leading up to the enforcement activity. • Post event social media follow up will describe the outcome of the event. Post event information will also be provided to print/television/radio media, when requested. For larger events, post event information will be provided via press release. • Social media releases on the @SnocoTargetZero accounts along with partner agencies related to education and enforcement. Releases will occur during the lead-up and during the HVE deployments. • Increase in social media presence. This will be expanded to include Facebook and Instagram assuming the county archiving service has the capacity to add these accounts. • Direct engagement with the media whenever requested – this includes television, print, radio, and web media outlets. • Digital advertising through partners at North Sound Media (Everettpost.com) – contingent on local media support funds. Digital advertising includes “digital fencing” which produces electronic ads to people using devices within a fenced area. This will be deployed year-round and additional ad impression allocations during summer and special events. Analytics will be provided by the media company. • Radio PSA advertising through partners at KRKO/KXAA North Sound media/EverettPost.com. Ads will play on various radio stations, including their sports channel, which caters to the young male demographic. • DUI Radio show at KRKO radio. This show has been done annually for the past 11 years and includes segments walking listeners through impairment, DUI, the legal and insurance fallout etc. Guests on the show have included an officer conducting SFST’s on the host, Liquor and Cannabis, prosecutors, insurance agents, WSP troopers etc. • 1 letter to the editor will be written by the TZM annually to the Everett Herald related to DUI issues in our county. Exact topic to be determined by current data • Other media opportunities or advertising that is identified or becomes available at a later time, spending to be approved by WTSC Program Manager. The task force will work to utilize positive community norming messaging whenever possible when engaging with advertising or social media messaging. The Task Force will rely on WTSC to assist with messaging guidance and efforts. 5BVisibility Efforts The task force will utilize the following: • Social media blasts • Rack card handouts (when available/pending funding approval) during emphasis patrols.