The American Association of Cosmetology Schools (AACS) is looking for a PR firm to reach “Generation C” and build on its Beauty Changes Lives marketing initiative. They have a spokesperson (hair stylist Ted Gibson) and would like to use traditional and social media to reach audiences with a message encouraging cosmetology education and a better perception of the industry.
The job has a $5,000 monthly retainer budget. Interested? We’ve got the RFP, due May 6 (next Friday) after the jump.
Beauty Changes Lives
Branding the Careers in Beauty and Wellness as a Premier Career
Request for proposal
National Public Relations Services
The American Association of Cosmetology Schools
- The Purpose of the Request:
The American Association of Cosmetology Schools (AACS) represents nearly 1,100 beauty schools nationally. In 2009 the association retained a national research company to complete a perception survey of the general public and career seekers on the careers in beauty and wellness. The survey illustrated the negative perception of the careers and focused on the concerns of poor stability and lack of steady income to name a few of the concerns. The Board of Directors of AACS decided in support of their membership to launch a marketing and branding initiative to raise the awareness and to elevate the perception of the careers in beauty and wellness. In November, 2009 the association presented an event called Beauty Changes Lives featuring icons in the Industry that have all achieved great success , fortune and fame and all because they are graduates of beauty school. This event has now become a national marketing initiative with a web site www.beautychangeslives.org, collateral for schools has been developed, Ted Gibson is our initial national spokesman and we are in the process of establishing a 501 ( c ) 3 to raise funds to provide scholarships to individuals entering the industry along with supporting other charitable causes. The purpose of the request is to identify a National PR agency that can bring this message to the general public through mainstream media as well as through the social media and the Internet. We view the priority of the PR strategy should be to focus on influencing the Generation “C” and therefore a priority of the PR strategy we believe should be in the social media and Internet media.
Beauty touches everyone’s lives and is seen daily on TV and on the cover of fashion magazines, yet the profession is not viewed as a premier career. BCL is determined to elevated the perception and influence the opinions on the profession.
We all know that it would be an ugly world without beauty professionals and a very stressful world without our wellness professionals. The role of the new PR agency is to define a strategy to reach this audience and to influence them to:
- Improve and enhance their perception of the Industry
- Encourage individuals at all ages to enter the beauty and wellness Industry and enroll in an AACS member school (found on www.beautychangeslives.org )
- Recognize all the amazing opportunities afforded to only those that have a beauty school license!
To see a glimpse of the initial BLC event you can log onto You Tube at http://www.youtube.com/watch?v=geOU6oIwjLw
AACS has a PR committee comprised of marketing executives from the Industry along with beauty school owners. The committee’s annual budget year is April 1, 2011 to march 31, 2012.
Issue RFP April 15, 2011
Deadline to submit May 6, 2011
Interview firms via teleconference and SKYPE week of May 9, 2011
Notification of firm selected May 19, 2011
3. Instruction for submission of proposals
All proposals and questions should be sent to both:
Executive Director – AACS
9927 E. Bell Road Suite 110
Scottsdale, AZ 85260
800-831-1086 ext 104
President – Bellus Academy / Chairman – AACS PR Committee
13266 Poway Road
Poway, CA 92064
4. Selection Criteria:
A maximum of three firms will be selected for the interviews for this annual contract. Selection for interviews will be based on an independent evaluation of the submitted proposal using factors including but not limited to:
- Responsiveness of the written proposal to the scope of work
- Proposed budget compared to the outline approved budget
- Demonstrated ability to successfully complete contracts of this type or similar in field.
- Performance in the interview, including proposed approach.
- 5. Terms and Conditions :
- AACS reserves the right to reject any proposals
- AACS reserves the right to request clarification of information submitted
- AACS has the right to award the contract to the next most qualified agency if the successful agency does not execute a contract within 30 days after the award of the proposal.
- AACS shall not be responsible for any cost incurred by the agency to prepare or submit the RFP.
6. AACS History
The American Association of Cosmetology Schools can trace its roots to an original trade association for beauty schools formed in 1924. The current organization was re-structured in 1956 to better meet the needs of its members. Association activities and member benefits include a strong advocacy presence in Washington D.C. as well as the state capitols. We also provide continuing education for our members’ staff and faculty through a series of conventions, workshops, magazines and online resources. Our primary mission is to get our message out to the general public regarding the wonderful career opportunities available in the professional beauty and wellness field.
7. Scope of Work
- Develop a comprehensive PR strategy using social media to increase the value and brand awareness of BCL in social media networks.
i. Drive traffic to the BCL web site and gain credibility with beauty and wellness bloggers.
- Identify traditional media that aligns with the mission of the BCL message and the association Mission to pitch and collaborate on the brand.
- Provide event ideas and cost efficient activities that the association and its member schools can participate in to elevate the brand awareness.
- Utilize the BCL National Spokesman Ted Gibson and other Industry Icons to raise the profile and utilize in media pitches.
8. Applying agencies – statement of qualifications
- Organizational support and experience
i. Social Media experience
ii. Traditional Media experience
- Client roster
- AACS has a monthly retainer budget of $5,000
10. Proposal Format
- Background of the agency history
- Statement of qualifications
- Team members
i. Creative ideas beyond media
ii. Social media and Blogger targets
iii. Media Targets
- Fee approval and other considerations