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The Consultant will: <br />1.4.1 Develop a comprehensive long-term strategic marketing communications plan to include: <br />a) Marketing and advertising strategy <br />b) Creative strategy; <br />c) Key messaging and brand platform; <br />d) Public relations strategy; <br />e) Funding strategy; <br />f) Special events strategy; <br />g) Digital and social media strategies; and <br />h) Recommendations for evaluating success. <br />1.5 TASK 5 - LAUNCH PLAN <br />The Consultant will: <br />1.5.1 Develop an integrated rollout plan for a successful launch of the brand campaign to <br />include the following elements: <br />a) Recommended go-to-market strategies; <br />b) Media vehicles; <br />c) Scheduling; <br />d) Media flow chart; <br />e) Media relations activities; <br />f) Marketing and public relations tactics; and <br />g) Budget allocation. <br />1.6 TASK 6 - BRAND STANDARDS GUIDE <br />The Consultant will: <br />1.6.1 Develop a brand standards guide for proper presentation of San Marcos' new identity. <br />1.6.2 Establish graphic standards for a variety of applications, which will include: <br />a) Print collateral, <br />b) Broadcast, <br />c) Web, <br />d) Signage - outdoor/advertising for use on product premiums and promotional items, <br />vehicle livery and equipment, and for other uses as determined by the City. <br />1.6.3 Deliver five printed copies and an electronic version of the brand standards guide, which <br />will include the following components: <br />Branding Project Agreement - Final <br />4