WASHINGTON: The National Assessment Governing Board, the federal agency which evaluates student performance, hired JR Reingold & Associates to provide communications and outreach.
The total communications budget is $615,016 for the first year, with the second, third, and fourth option years projected at $650,000 each year.
JR Reingold & Associates is subcontracting with Ogilvy PR Worldwide on the Indefinite Delivery, Indefinite Quantity (IDIQ) contract, which was awarded September 2, according to a Federal Business Opportunities filing.
Stephaan Harris, public affairs specialist at NAGB, said that two major components of the contract are to provide support for events relating to The Nation's Report Card and raise awareness about the specifics of what the Department of Education agency does with teachers, parents, and students.
“A lot of people do know us but some people don't know details about us,” he said. “We really want to reach those people.”
The Nation's Report Card is an agency project that determines content and achievement levels for students, approves test questions and subjects, and aims to provide results reporting.
JR Reingold will work jointly with Ogilvy on communications strategy, media strategy, and digital efforts, said Kevin Miller, partner at the firm, which is also tasked with designing marketing materials and logistics. Ogilvy will take the lead on media pitching, he added.
A Web contractor will also be selected.
"We're going to try to make sure we can have a stronger reach into the digital media,” said Miller.
The incumbent on the account, Communication Works, submitted a bid, said Harris, who declined to provide the number of proposals the agency received.