Specifications include, but are not limited to: 1. Purchase print advertising time and space on behalf of City of Houston – BARC Animal Shelter & Adoptions, not to exceed $40,000. 2. Craft a marketing plan focused on print platforms and advertising, with in-kind and pro bono services utilized with contractor’s partner media agencies to expand into other platforms, if possible. Print platforms should include both traditional media as well as signage. 3. Target Houston-area pet lovers and potential pet owners, ensuring outreach to the whole community, including those non-English speaking residents and those with limited English proficiency. 4. Develop materials aimed at educating Houstonians about BARC’s volunteer and foster program as well as the shelter’s needs during kitten and puppy season. Contractor shall create materials raising awareness of BARC as a place to adopt a pet, in line with “adopt, don’t shop” type messaging. 5. Work to ensure that approved messages are consistent throughout all communication channels. 6. Promote a positive image of BARC Animal Shelter & Adoptions, drawing in new customers through promotion of the volunteer, foster, and adoptions programs at the shelter. 7. Develop a marketing plan schedule timed around the spring kitten and puppy season to launch, to transition remaining funds into a summer awareness and adoption promotional campaign.