You Have Until May 6 To Respond to the AACS RFP

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

  1. 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, 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:


  1. Improve and enhance their perception of the Industry
  2. Encourage individuals at all ages to enter the beauty and wellness  Industry and enroll in an AACS member school (found on )
  3. 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

Time Schedule:

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