The winning consultant/agency will demonstrate the ability to achieve the following objectives on time and on budget:

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1 Request for Proposal (RFP) Marketing Communications Consultant/Agency for Public Relations Society of America/Universal Accreditation Board Accreditation in Public Relations Campaign RFP Issued: Sept. 1, 2015 Deadline for Proposals: Sept. 18, 2015 Respondents must submit their proposal in a PDF format, adhering to all submission requirements, to Kathy Mulvihill, senior manager of Accreditation at PRSA, at accred@prsa.org. Proposals must be received no later than 5 p.m. EDT on Sept. 18,

2 Overview This is a request for a marketing communications consultant/agency proposal for the Public Relations Society of America (PRSA)/Universal Accreditation Board (UAB). The proposal should incorporate the development of a strategic marketing communications plan to include all or an appropriate mix of the following: a campaign theme and possible logo, tactical plan (audience targeting, budgets, schedule), plan execution (message development, copywriting, graphic design, press materials, videos, direct mail, Web copy, social media posts, etc.) and an evaluation approach. The winning consultant/agency will demonstrate the ability to achieve the following objectives on time and on budget: Increase the number of professionals taking the Examination for Accreditation in Public Relations annually by 10 percent year-over-year. Increase the number of Certificate in Principles of Public Relations Examination takers annually by 30 percent year-over-year. Increase the percentage of Accredited individuals who view the credential as valuable or very valuable to at least 80 percent within one year. Grow online supporter base and drive traffic to APR landing pages. Background The UAB and PRSA are collaborating on a multi-year strategic marketing communications plan for Accreditation in Public Relations (APR) and the new Certificate in Principles of Public Relations. The decision to undertake this outreach plan is based on the idea that additional promotion of the APR and Certificate in Principles of Public Relations programs can capitalize on the positive brand awareness created through the 50 th anniversary of Accreditation celebration in Through the anniversary, the UAB and PRSA were able to mobilize promotion of the APR designation to all partner organizations (POs) and dozens of PRSA Chapters. While recognition of the value of APR is still high, it makes sense to continue to engage POs and PRSA Chapters in a next, more quantifiable effort to increase the number of candidates participating in APR review courses, testing for either the APR or Certificate in Principles of Public Relations Examinations, and ultimately, receiving the APR designation or Certificate. The UAB and PRSA are pursuing a marketing or communications consultant to help develop and implement a national campaign to promote the APR and Certificate in Principles of Public Relations programs to respective target audiences, as well as drive the desired increases. 2

3 Requests for Proposals Please note, this RFP is searching for an entity to fulfill a one-year contractual obligation. The UAB and PRSA are seeking proposals from qualified agencies or consultants. The selected partner must have a proven track record and adequate staff capacity to fulfill the duties of this engagement. Proposals should include a proposed compensation structure. Budget The budget for the initial year of engagement is $40,000, with the possibility for campaign extensions. The winning consultant/agency will have great exposure to the organizations considerable memberships, which comprise many of the nation s leading public relations professionals. The winning agency also will offer support in the form of an in-kind contribution of labor, direct costs or a combination. Evaluation of Proposals Proposals will be evaluated by a team of UAB and PRSA APR marketing committee members. Proposals will be analyzed based on effective use of limited budget for this project, experience, qualifications, recommended approach and staffing capacity. Selection Criteria The successful respondent will be selected based on the following criteria: Demonstrated expertise. Understanding of and ability to meet outlined goals and objectives. Documented prior experience handling projects of similar scope and size. Firm and personnel qualifications and experience. Effective use of limited budget ($40,000). In-kind donation of labor and direct costs. Demonstrated ability to meet deadlines. Ability of proposal to be executed within budget. Questions Relating to the RFP All questions concerning this RFP must be submitted in writing via to Kathy Mulvihill, senior manager of Accreditation at PRSA, at accred@prsa.org. Questions must be submitted by no later than Noon EDT on Tuesday, Sept. 8. Responses will be sent and posted in an FAQ section under New and Notable at No questions will be accepted/responded to after the Sept. 8 deadline. No phone calls please. 3

4 Interviews/Presentations Teleconference interviews may be scheduled as part of the review and selection process. Only a select number of the respondents will be asked to participate in interviews. Interviews will be scheduled the week of Sept. 28, after respondents have been notified of selection. Scope of Work Develop a campaign theme that will drive program activities and achieve the campaign s objectives: o Increase the number of professionals taking the Examination for Accreditation in Public Relations annually by 10 percent year-over-year. o Increase the number of Certificate in Principles of Public Relations Examination takers annually by 30 percent year-over-year. o Increase the percentage of Accredited individuals who view the credential as valuable or very valuable to at least 80 percent within one year. o Grow online supporter base and drive traffic to APR landing pages. Develop key messages. Develop outreach campaign support materials for POs to use to promote APR, including a repository for best ideas or best practices to enable sharing among UAB groups and individuals. Develop outreach campaign and support materials for faculty to use to promote Certificate in Principles of Public Relations program. Develop content for the PRSA and UAB websites. Gather existing materials and communications outlets under the campaign umbrella. Contribute to the development of content for an annual or bi-annual online survey regarding the value of APR. Create a series of audience-specific webinars to relay key, relevant information. Engage on-campus student agencies and young professionals in the marketing of the Certificate in Principles of Public Relations program. Develop materials to support a network of APR ambassadors to promote the value of APR and encourage other professionals to take the Examination. 4

5 Proposal Format The suggested way to organize your proposal: Table of Contents Introduction/Executive Summary Company or Agency Profile Account Team Profiles Project Understanding Proposed Scope of Work (How will you meet the stated objectives of the RFP?) Proposed Schedule and Milestones Staffing and Organization Examples of Related Experiences and Outcomes Cost Proposal Schedule RFP distributed Sept. 1, 2015 Questions due Sept. 8, 2015 by Noon EDT Responses to questions posted Sept. 11, 2015 by 5 p.m. EDT RFP submissions due Sept. 18, 2015 Review of RFP submissions Sept. 26, 2015 Notification to RFP submissions Sept. 28, 2015 Interviews via teleconference Week of Sept. 28, 2015 Selection of creative services Oct. 1, 2015 consultant/agency Post-selection mandatory contract review with legal After contract is submitted by selected consultant/agency 5