Specifications include, but are not limited to: Business Partnership A. The Contractor will work together in partnership with the Maryland Department of Health, Infectious Disease Prevention and Health Services Bureau during the adaptation or creation of the social marketing campaign. Meetings will be conducted at least weekly by phone or in-person during the adaptation or development of the campaign. B. The Contractor shall commit to the Department’s goals in increasing awareness of and interest in HIV Pre-Exposure Prophylaxis, and ensuring that the message is delivered in a way that is informative, interesting, empowering, and respectful of members of vulnerable populations. C. The Department shall have final approval over all adapted or developed images or advertisements for the campaign. Marketing and Advertising 3.2.2.1 The Contractor shall adapt or create innovative marketing campaigns through social media and other avenues to effectively communicate with the target audience, with an emphasis on creative, informative, interesting, empowering and respectful messages. The Contractor‘s responsibilities include but are not limited to, digital strategy development, content and creative development and production, performance analysis, and evaluating and modifying strategy as needed. 3.2.2.2 The Contractor shall utilize their knowledge of the target demographic to determine which websites, print publications and other media would most effectively reach this population, and will purchase online, smartphone app, print, TV and/or radio advertisements through these avenues as appropriate and as determined in consultation with the Department. 3.2.2.3 If the Contractor is not utilizing and adapting an existing social marketing campaign, the Contractor must develop a new marketing campaign, obtain approval from the Department for the campaign, and seek the input of members of the target population through focus groups or other mechanisms. The Contractor will be responsible for all costs associated if they run an advertisement without prior approval by the Department.