Specifications include, but are not limited to: A. Creative Strategic Planning and Management Contractor shall use research to develop advertising campaigns to drive VPA marketing efforts. In consultation with VPA, the Contractor shall assist in the strategic marketing planning and execution including, but not limited to developing campaigns across paid media that are based upon sound brand management strategies and research. Other strategic planning and management services may include, but are not limited to the following: 1. Developing overall paid media campaign based on lead-generation strategies and media strategies in consultation with VPA staff based on mutually agreed upon goals. Media planning shall include incorporation of approved research and shall demonstrate the ability to leverage advertising dollars for maximum delivery through value-added merchandising and off-rate card negotiation and other benefits. 2. Providing services to place, verify, measure and make timely disbursements for all advertising placements. 3. Developing and executing creative messaging in consultation with VPA staff. 4. Developing and monitoring creative and production budgets in consultation with VPA staff. B. Creative Contractor shall be prepared to translate mutually agreed upon advertising and marketing projects into creative executions that provide maximum impact and return on investment.