4. PARAMETERS 4.1. There will be no limitations on the number of corporations or businesses in a commercial category to participate as sponsors unless

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1 1. PURPOSE 1.1. The Orange County Social Services Agency ( SSA ) shall utilize marketing and outreach strategies to inform the public of SSA programs and services. The purpose of this is to communicate SSA s marketing vision, strategies, and action priorities to help bring awareness and education to the community in general about SSA, its mission, and services. This plan allows SSA to participate in fundraising and sponsorship opportunities for projects, programs and community events that benefit the public. All related activities shall be conducted in compliance with all local, State and Federal regulations, as applicable This provides a framework for fundraising efforts, increasing community education and awareness, promotion of programs and services, engaging community stakeholders, networking, and encouraging utilization of community resources for positive image building. 2. AUTHORITY & REFERENCES 2.1. Government Code section provides authority for County non-elected officials and staff to solicit funds for community support programs deemed necessary to meet the social needs of the population of the County Sections , et seq. of the Codified Ordinances of the County of Orange (pursuant to Government Code section 26110) authorize the acknowledgement of donated money, goods, or services in the manner and under terms and conditions approved by the Board of Supervisors SSA s Potential Fundraising Activities (Attachment A). 3. PRINCIPLES 3.1. Marketing should conform to County fiscal policies Marketing efforts should be sensitive to diverse audiences including those that are difficult to reach due to constraints such as accessibility, language barriers, varying education levels, and geographical proximity Marketing efforts directed at consumers may be very different from marketing directed towards advocates and service providers. Community directed marketing will invite consumers to participate in events, utilize program services, and drive traffic to websites and other social media. Marketing directed towards advocates and providers will encourage participation and support in the planning of events and motivate them to communicate information to their constituents. Page 1 of 7

2 4. PARAMETERS 4.1. There will be no limitations on the number of corporations or businesses in a commercial category to participate as sponsors unless the Board of Supervisors authorizes an exclusive agreement or partnership The sponsor's contract will not authorize product sales at County facilities Staff will comply with all applicable laws, the County Conflict of Interest Code, and the County Contract Policy Manual in all activities and agreements related to the execution of this All fundraising and corporate sponsorship arrangements entered into under this shall be consistent with the requirements of Section , et. seq. of the Codified Ordinances of the County of Orange, as amended No fundraising or corporate sponsorship arrangement may be entered into under which the seal or logo of the County or any of its departments can be reproduced and distributed in a manner to enable impersonation of a County official or a safety employee (Orange County Code, ) Any licensee of advertising authorized under this plan shall not allow an advertising display or use of the County seal or the County's intellectual property to give the appearance or impression that any commercial product or service is endorsed or recommended by the County of Orange or any of its agencies, departments, officers, or employees (Orange County Code, ) SSA reserves the right to cancel the entire Program at any time and for any reason SSA will make every effort to avoid any appearance or suggestion that the acquisition or continuation of County contracts is, in any way, dependent on, or otherwise impacted by, the vendor's election to participate or not participate in a sponsorship or other fundraising activity The sponsorships and other fundraising endeavors contemplated under this Marketing Plan are intended to provide financial support to SSA and to promote and support the mission and message of SSA. SSA reserves the right to refuse to enter into sponsorships or other relationships with any entity whose mission, business purpose, community image or message is not consistent with the mission and message of the County of Orange This is intended to facilitate the acknowledgement of financial and in-kind sponsorships and to allow for other fundraising activities No more than 10% of any County employee s regular hours shall be applied to active fundraising or sponsorship solicitation in a single fiscal year unless, with respect Page 2 of 7

3 to any fundraising or solicitation program requiring a greater amount of staff time, a proposed staff time allocation and work plan are distributed to each Board office detailing the amount of staff time and agency resources which SSA anticipates will be allocated to the event SSA may consider sponsorships involving give-away items such as samples, coupons, informational materials, consumer products or similar items. 5. METHODOLOGY 5.1. Fundraising SSA-initiated fundraising opportunities may include capital improvement projects through donations from individuals, support groups, non-profit organizations, community foundations, or corporations Supporting non-profit organizations, public agencies, civic organizations, individuals and corporations with marketing goals could demonstrate an interest to support site-specific fundraising campaigns. Solicitations could generate significant financial support when sponsors can negotiate where and how the donation is utilized. Site-specific fundraising agreements (either brokered by staff, supporting non-profit, contractor, or other) will typically detail sponsorship conditions including how and where the money, donation, or gift can be used Other fundraising includes (but is not limited to) monetary donations made directly to SSA from individuals, groups, or businesses. Individuals may be invited to donate to special community events. SSA policy is to use donations on services, resources and programs that benefit our community Corporate Sponsorship An organization may apply to become a Corporate Sponsor. As a Corporate Sponsor, an organization would be formally recognized for its support of SSA programs, activities, and/or events. Examples of the types of opportunities that may be offered to Corporate Sponsors at the discretion of SSA: Website dedicated to Corporate Sponsorship Promote Sponsor Community Involvement: As community involvement is a key component for many business/public relations efforts, the Corporate Sponsors could promote their sponsorship of SSA. This promotion could be in any public relations forum approved by both SSA and the sponsor but would be limited to acknowledging the Corporate Sponsorship. Promotional use of the Corporate Sponsor designation will not be used for product or service Page 3 of 7

4 endorsement, nor for any purpose other than the narrowly defined designation as a Corporate Sponsor Special Events: SSA may create events dedicated to producing public awareness of sponsor involvement. The events will promote the sponsors, SSA, and the program Media and Community Awareness: SSA may include in media announcements, banners, and other print and internet materials acknowledgements of Corporate Sponsors Logo/Name Placement: Corporate Sponsor logos or names may be placed in or on areas such as the SSA website and corresponding social media pages, signs for special events, correspondence created for SSA programs and events and giveaways Public Relations/Outreach A website may be created to provide information about becoming a sponsor, the benefits of being a sponsor, and how to sign up. Additionally, the website will provide news, notes regarding the program, and provide a list of sponsors to provide recognition value for the sponsor. SSA staff may also include a web link to their program or division in the signature block of their to assist with website marketing. In addition, as appropriate, programs or divisions may develop Social Media presence that is both aligned with program/event objectives and in compliance with both SSA and County of Orange policies Participate in community education and outreach in an effort to bring services to the public in their local area is allowed. Examples of education and outreach activities may include but are not limited to: Hosting an exhibit booth at and/or participating in a community event to distribute information Presentations to community groups, homeowners associations, industry leaders, etc Workshops and training sessions for service providers Providing temporary out-stationed services in the community Contributing branded materials or services to non-county community events (e.g. contribution of giveaways, park passes, or special program offers as prizes in non-profit or educational fundraising events) Page 4 of 7

5 Consistent with applicable law, print ads may be strategically placed in newsletters and publications for the purpose of reaching the widest audience. Additionally segmented messaging may be placed to target specific audiences to inspire use of SSA s resources and programs Evaluation of Proposed Sponsorship Arrangements SSA will evaluate the contracts proposed under the by assessing the following: Benefit to the County Program Whether the events/activities will support the mission and the core functions of the department Likely short-term and long-term revenue based on proffered financial or in-kind benefit versus the County contribution needed to administer, process or oversee the arrangement Evaluation of the sponsor/donor s product to meet the operational objectives of the department Public interest served by sponsorship/donation Benefit to the sponsor/donor Specify the acknowledgement/credit requested in the proposal Terms and conditions proposed by the sponsor/donor will be reviewed for consistency with County policy Restrictions Proposal shall not impose restrictions on department s ability to perform objectives and mission Sponsorship shall not include endorsement of a sponsor or sponsor s product Proposals/arrangements will be evaluated for conflict of interests Arrangements may be suspended or terminated if sponsor attempts to influence or restrict County actions Any use of any County logo, and the method in which such logo is used by a sponsoring organization or individual, must be delineated in a contract approved by the Board of Supervisors. Page 5 of 7

6 Any consumable products provided pursuant to a sponsorship arrangement must meet or exceed applicable industry standards for the type of product provided Revenue Opportunities Short-term revenue opportunities include sponsorship agreements with vendors that result in free or reduced cost goods and services and that are immediately available Long-term revenue goals are based upon fundraising for permanent or fixed assets such as vehicles, buildings, etc Refer to SSA s Potential Fundraising Activities (Attachment A) for additional information regarding opportunities, outcomes, and revenue targets by program Assessment of Program SSA will annually review each agreement entered into under this to evaluate the sponsor s performance, both with respect to the financial benefit provided to SSA and with respect to the impact of the relationship on the message and mission of SSA SSA will consult with the corporate sponsors to assess the program, determining what worked best, what may be improved upon and what might be added An annual review shall be provided consistent with Government Code section 26110(a)(3). Page 6 of 7

7 SSA s Potential Fundraising Activities Attachment A POTENTIAL FUNDRAISING ACTIVITIES Opportunity SSA Actions Potential Outcomes Corporate Programs (Community Initiated*) Local Business or Community Group Donations (Community Initiated*) Individual Donations/ Bequests (Community Initiated*) 1. Apply through the company s program 2. If agreement required, seek board approval 3. Process donation/ acknowledgement 4. Document outcomes 1. Respond to offers 2. Document according to marketing plan criteria 3. Seek board approval for any agreements 4. Process donation/ acknowledgement 5. Document outcomes 1. Respond to offer 2. Process donation/ acknowledgements 3. Document outcomes Funds, Event Supplies, Promotional Products, Educational Materials, Books, Personal Care Items, Promotional and Assistive Items for participants Funds, Food for Events, Event Supplies, Promotional and Assistive Items for participants, Personal Care Items, Prizes for participants Restricted Purpose Donations, Monetary Donations, In-Kind Donations Sponsorship, Donation or Bequest (SSA Initiated**) 1. Initiates contacts 2. Evaluates offers 3. Seek board approval for agreements 4. Process donation/ acknowledgement 5. Document outcomes Funds, Event Supplies, Promotional Products, Food for Events, Personal Care Items, Books and Learning Supplies *Community Initiated - Interested parties with offers to support SSA programs, events or activities. Examples of possible programs or events include: Children and Family Summits, Volunteer Appreciation Events, Resource Fairs, etc. **SSA Initiated - SSA staff may offer donation and sponsorship opportunities through community contacts, web postings, social media, newsletters and other public communications for activities such as the Commercially Sexually Exploited Children or Resource Family Recruitment public awareness campaigns. Limited outreach to potential sponsors and donors through correspondence, meetings and other direct contact. Page 7 of 7