Specifications include, but are not limited to: 1. Market Research and Analysis a. Contractor shall collect pertinent and relevant data, perform research, draft, and recommend advertising and marketing campaigns to meet VSP initiative goals. b. The Contractor shall conduct market research and analysis to evaluate the ongoing effectiveness of advertising placed on behalf of VSP to: i. Improve public relations, marketing, product development, and overall communications effectiveness; ii. Determine what types of communication, media, and/or messages are most effective in communicating VSP’s mission and apply this information to develop future communications; iii. Determine the overall effectiveness and return on investment an advertising or marketing program provides. 2. Development of Communication Concepts, Planning, and Budget a. The Contractor shall develop communication concepts based on VSP marketing initiatives and goals, in consultation with VSP end-users. b. Determine what types of communication, media, and/or messages are most effective in communicating the desired message, and apply this information to develop future communications. c. Develop advertising and marketing concepts that communicate message points as stated in the campaign plan. The plan shall include but not be limited to communication goals and strategies; total media expenditures; production budget; required research; media schedule; and Contractor’s fees, where applicable. d. Modify plans as a result of budget changes or at the request of VSP. Work with VSP staff to assure that expenditures do not exceed advertising budgets and the dollar amount of the Purchase Order without prior written approval and/or the issuance of a change order.