Know-How Exchange : Strategy

I am looking for a firm or individual to guide my entire marketing agenda to include branding, positioning, trade show participation, print ads, website, POP displays, viral strategies, etc. The proposals I have received for the most part have been extemely vague. This is my first time through the process as I bought the business with a former team in place. What should I expect in a marketing proposal? I realize I'm not going to get a complete creative presentation with themes, tag lines, graphics and so on, but I would like to see something more specific and comprehensive before entrusting my brand to someone. I'm looking for things like: what needs to be changed about my core brand image or message,which magazines to advertise in, how many insertions, full page, half page? What needs to be done to improve my website, what kind of POP displays should I employ, what viral strategires are appropriate, how do we measure the success or failure of the plan. How much will need to be budgetd for each element? What will be done in house or farmed out ? Etc, etc...Is this too much to expect from a proposal?