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a) Define the goals and objectives of the City for the Airport; <br />b) Assess the Airport's strengths, weaknesses, opportunities, threats (SWOT <br />analysis); <br />C) Assess Airport resources; <br />d) Identify the Airport's target audience, and identify and develop the message and <br />marketing actions required; <br />e) Identify marketing tools to deliver the message; <br />f) Identify the resources needed to support the creation and implementation of the <br />plan, <br />g) Develop methods to measure the success of the Marketing Plan. <br />3.4.4 In developing the Marketing Plan and selecting the marketing tools the Operator <br />shall take into account the funds available within the Approved Operating Budget <br />and City's preferences and consult with the City during the process to obtain City <br />input. <br />3.4.5 The cost for the additional marketing services is in addition to the Base <br />Management Fee and shall be processed pursuant to City's change in services <br />process. <br />ARTICLE 4 <br />TRANSITION PERIOD <br />4.0.1 Both parties agree to carry out and complete the orderly, seamless transfer of <br />management responsibilities for the Airport from the City to the Operator on or <br />before ninety (90) calendar days after the Effective Date. <br />4.0.2 During the transition period, the Operator will ensure that all administrative /office <br />requirements are in place including a functional telephone system, computer <br />system including internet connections, signage, security etc. <br />4.0.3 Upon execution of this Agreement, the Operator will provide the City with: <br />a) Accurate Operator contact information (which will not be changed without <br />prior notification to the City); <br />b) Operating Account information; <br />4.0.4 Prior to the conclusion of the transition period Operator will provide copies of any <br />service contracts to the City. <br />24 <br />