Specifications include, but are not limited to: Phase 1: Identify factors affecting branding and message development Recommend, conduct and analyze marketing research to develop and refine marketing strategies. Conduct primary research and include the following audience members and a demographic representation of citizens: Dallas Park and Recreation Department patrons and visitors Individuals and families who have never been to a Dallas Park and Recreation Department facility or program Dallas Park and Recreation Department patrons who previously held Aquatics season passes or Golf and Tennis frequent user participation cards and have let them lapse Key influencers, such as teachers, scout leaders, youth organization leaders, church leaders Others as determined. Conduct secondary research: Competitive analysis provided by other sources Demographic/psychographic analysis. Measure impact of competitors for the discretionary dollar spending. Phase 2: Test strategies Conduct focus group testing of the following: Logos Positioning statement/tagline