Specifications include, but are not limited to: 1.Market Research: Conduct and analyze market research as deemed appropriate byCal Expo and Contractor to help determine target markets, reach, delivery, andadvertising effectiveness. Research will be analyzed to make strategy changes andplan media, creative, and the overall advertising plan.2.Strategy: Develop a brand strategy intended to increase revenues and patronage in acost-effective manner.3.Advertising Plan: Development of the advertising campaign for the annual CaliforniaState Fair and support marketing for Cal Expo. Advertising plan will be driven by fiscalstatus of Cal Expo and the California State Fair theme, programs, and exhibits. Theadvertising plan will be mutually determined by Contractor and Cal Expo.4.Multicultural Outreach: Contractor is required to develop and implement a campaignthat expands outreach to culturally diverse communities in the region, including but notlimited to Hispanic, Russian/Slavic, Hmong, African American, etc. Translationservices may also be required.5.Production: Produce a full advertising campaign including, but not limited to TV, radio,print, outdoor, social media, and internet, in both English and Spanish.6.Graphic Design: Coordinate the production of all creative and design elements relatedto the campaign. Work closely with State Fair staff and graphic design consultants tomaintain a consistent look and feel.7.Collateral: Design collateral art including poster, T-shirt, button, and other items asdeemed appropriate.
