Shure targets Gen Y, issues RFP

NILES, IL: Shure, a global manufacturer of microphones and audio electronics, issued an RFP on March 1 as it looks to raise awareness amongst a younger audience.

NILES, IL: Shure, a global manufacturer of microphones and audio electronics, issued an RFP on March 1 as it looks to raise awareness amongst a younger audience.

The company's PR effort is focused primarily on media relations with professional audio industry trade publications and consumer electronics outlets, and it's looking for an agency to assist "in growing the Shure brand through an annual media relations campaign,” according to a copy of the RFP.

According to the proposal, the company tends to skew older in brand awareness and it's looking to appeal to a Gen Y demographic. It's seeking an agency with brand-building experience to support the effort. 

Though Shure declined to comment on budget or other matters related to the review, the RFP asks agencies about where "the position a $250-500K account would have on your roster."

The RFP asks for information related to traditional media relations; social media engagement and monitoring; and strategic planning, research, and evaluation, especially as it relates to integrating multi-generational audiences into a campaign.

Eight-year incumbent Greenough Communications would not confirm that it's involved in the review and deferred questions to the client.

The company said, "We think the company is terrific. We love working with them and really enjoy every interaction with Shure."

Following the initial RFP stage - information from a handful of agencies is due March 30 - the company plans to narrow the selection process to three agencies which will receive a formal RFP by April 15.

The company plans to select an agency by May 30, following presentations that will take place May 9-20 in Niles, IL.  

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