Specifications include, but are not limited to: 1.Advertising Plan: Development of the advertising campaign for the annual California State Fair and support marketing for Cal Expo. Advertising plan will be driven by fiscal status of Cal Expo and the California State Fair theme, programs, and exhibits. The advertising plan will be mutually determined by Contractor and Cal Expo. 2. Market Research: Conduct and analyze market research as deemed appropriate by Cal Expo and Contractor to help determine target markets, reach, delivery, and advertising effectiveness. Research will be analyzed to make strategy changes and plan media, creative, and the overall advertising plan. 3. Strategy: Develop a brand strategy intended to increase revenues and patronage in a cost-effective manner. 4. Production: Produce a full advertising campaign including, but not limited to TV, radio, print, outdoor, social media and internet, in both English and Spanish. 5. Graphic Design: Coordinate the production of all creative and design elements related to the campaign. Work closely with State Fair staff and graphic design consultants to maintain a consistent look and feel. 6. Collateral: Design collateral art including poster, T-shirt, button, and other items as deemed appropriate.
