Specifications include, but are not limited to: Services will include, but are not limited to: Development of Campaign Theme and Strategy o use findings from previous discovery sessions and opinion surveys (discovery period time must be concentrated); o identify target audiences, including personas, messaging platforms and media strategy for reaching audiences; o develop institutional message and customized messaging for colleges, departments, and administrative units; o ensure that established university brand guidelines are followed; o write and design ads for annual media buy, including print, digital, OOH, etc. (working with existing university vendor); o create campaign style guide for in-house guidance. Production of :30-sec National Public Service Announcement (PSA) o since files will be due to networks in early August, this deliverable takes priority; o first airing of PSA can serve as campaign launch. Creation of Campaign Landing Page o design campaign landing page, microsite, or recommended mechanism for tracking campaign effectiveness (working with existing university vendors); o develop plan for maintaining fresh content on site.