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EXHIBIT A Scope of Consultant's Services Consultant will provide the services listed to develop a marketing program in conjunction with the City to inform the community of the drought conditions and prohibitions put in place by the Pleasanton City Council. This will be done on a task order basis and may have multiple task orders authorized concurrently in order to save time in executing effective and timely outreach through the summer months. It is critical that the consultant meets the timelines agreed upon in the task order in order for the City to meet the necessary water reductions required during the drought. The task order system is being used so that the direction of the products produced can change and adapt to the needed success of the program based on water reduction percentage, which is currently 25% less than the same time period used in 2013. This percentage may change through the drought period and task orders will allow the City to execute additional or revised programs and approaches. Task order list: Phase 1: • Develop "community education" message for radio ads and newspaper ads. • These initial "community education" messages run from about mid May to the end of May. • Messages hit themes of: o Tri-Valley's drought is more severe this summer than rest of Bay Area o Important to conserve water, particularly outdoor irrigation o Outdoor irrigation water we save in May/June/July, is irrigation water available in August. We are in danger of running out in August • Big dramatic"pop"on non-controversial thematic messages. • Concurrently recommend a research element that will provide direction for the marketing program as we move into June and July in terms of messaging and a more focused use of radio stations and print ads that hit Pleasanton residents and businesses specifically. Phase 2: • This second round of messaging "ramps up"to communicate the official adopted regulatory framework of the City as approved by Pleasanton City Council. • These messages run from Early June to end of June. • Messages continue on radio and newspapers. Add cable TV spots to this round if research and program development confirm it will be effective. • Messages hit themes of: o Conservation prohibitions (water wasting) are now mandatory throughout the Tri-Valley o We are asking for 10% indoor conservation and 40% outdoor conservation in order to meet the required 25% reduction. o We must save water in May/June/July to assure at least a reduced irrigation supply in August • 6IPage