Specifications include, but are not limited to: 4.1 The Lincoln’s Hazardous Waste Center digital marketing campaign will: expand our target audience of Center users; drive users to haztogo.com to find out what to bring, what not to bring, and find out clear information about the Center location; and help people schedule an appointment to bring their waste to the Center at haztogo.com. 4.2 The contract will require the digital marketing firm to have the expertise to optimize the delivery of the HazToGo campaign across a variety of digital platforms (apps, websites and online advertisements). The firm will use “behavioral-marketing” to match potential future hazardous waste users with the target population most in need of the services (e.g. Home Improvement, Lawn and Garden, Auto Repair, etc.). 4.3 Awarded Vendor shall Identify the audience, focus on residents of Lincoln and Lancaster County for the promotion of Lincoln’s Hazardous Waste Center. 4.3.1 Target includes a focus on a set persona to include: Home Improvement, Lawn and Garden, Auto Repair, Preparing to Move, Homeowner, and Green Living.