Dollars 34m RFP seeks agency for I bond

WASHINGTON: The Bureau of Public Debt is trying to increase the number of people buying the I savings bond and plans to spend up to dollars 34 million doing so.

WASHINGTON: The Bureau of Public Debt is trying to increase the number of people buying the I savings bond and plans to spend up to dollars 34 million doing so.

WASHINGTON: The Bureau of Public Debt is trying to increase the number of people buying the I savings bond and plans to spend up to dollars 34 million doing so.

The I (for inflation-indexed) bond was introduced in 1998. In fiscal 1999, close to 160,000 consumers bought the bond, and in 2000 that number grew to 469,000.

The goal of the multimillion-dollar marketing effort is to increase the number of purchasers by 25% during a one-year period.

According to the RFP, the contract calls for a 12-month base period, followed by four, one-year extensions. It notes that the 'minimum value of this contract shall be dollars 10,000 and its maximum value shall be dollars 34 million.'

According to the bureau, 'Public Debt's strategic marketing vision will rely on a very active PR effort supplemented by complementary strategies, such as paid advertising, direct mail, and electronic marketing aimed at specific market segments and public education objectives.' The agency is looking for either a single firm with both advertising and PR capabilities, or two specialist agencies, one for each discipline.

Approximately 50 firms attended the initial bidders' conference in January.

A result is expected in the second quarter of 2001.



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