The selected Contractor will develop and manage a brand identity for the new cessation services, as well as a comprehensive marketing campaign that includes paid, earned, and digital media. The Contractor will conduct market research to make a recommendation as to whether the new cessation services should continue QUITPLAN® Services branding, rebrand, or create entirely new branding. The campaign should build upon the strengths and strategies of both past and current statewide and national commercial tobacco cessation campaigns and introduce innovative tactics to reach Minnesotans who use commercial tobacco. The campaign should also employ culturally competent strategies to attract and engage Minnesotans most disparately impacted by the harms of commercial tobacco use.