Specifications include, but are not limited to: I. Plan, develop, execute and track results for Atlantic City's advertising program. A. Marketing and Advertising Planning: Develop recommendations for a Marketing and Advertising Plan that supports the strategies set forth by CRDA. Includes strategic direction, creative strategy, brand development and stewardship, media plan and cooperative plan.; B. Media Buy: Buy and execute the media plan presented in the Marketing and Advertising Plan and approved by CRDA. Execution includes placement, optimization, cancellations and auditing. Agency will sign all advertisement agreements/insertion orders, handle billing and payment.; C. Concept Development/Production: Agency shall work with in-house graphics team on all concept creative materials/campaign elements (print, online, etc.) as described in the Marketing and Advertising Plan. Once approved, produce and bring to final form the approved advertising materials to run on behalf of CRDA.; II. Proposer should prove the agency’s capability; describing strategies to be used and quality controls. The scope of work should demonstrate knowledge and understanding of branding and the shifting dynamics of how consumers receive and use information today.; A. Strategic planning: Provide an inside look at how the scope of work will be executed.; B. Advertising campaign and development: Discuss how your agency develops a holistic approach to advertising, integrating interactive and social, into the overall strategy. Discuss how your media planning has evolved based on how consumer’s use of information today.; C. Production/creative: Working in conjunction with the CRDA in-house graphic design team, describe how your agency manages the creative process and production.
