Specifications include, but are not limited to: a. The Contractor will thoroughly review the Go Vermont brand, website, and marketing materials to provide a strengths, weaknesses, opportunities, and threats (SWOT) analysis or similar assessment. b. The Contractor will develop new creative materials; web content, copy, online and print ads. Two new ad campaigns per year will be required. Any additional campaigns will be initiated and approved by the VTrans Program Manager. These messages should expand upon and compliment current marketing/outreach efforts. c. The Contractor will assess the website “user experience” and make recommendations for improvements to the aesthetics, processes, and organization of the site. d. The Contractor will identify and address the current and potential social media component of the Go Vermont program, and work with the Go Vermont Program Manager to improve, expand and/or change this outreach component of the program. e. The Contractor will assess the Go Vermont brand “user perception” and make recommendations for improvements to the brand perception. f. The Contractor will help the State evaluate the effectiveness of this process, the Contractor shall submit monthly progress reports to VTrans detailing activities and a timesheet to show the time spent on every initiative.