Women's World Banking plans to explain its brand

NEW YORK: Global microfinance network Women's World Banking is conducting a search process for a PR AOR.

NEW YORK: Global microfinance network Women's World Banking is conducting a search process for a PR AOR.

The winning firm will be required to explain to the public what the organization does. Despite more than three decades in operation, Women's World Banking isn't well known beyond the microfinance community, it explained in the RFP.

“Oftentimes, the market assumes we are the ones providing credit, savings, or insurance products directly to the end user,” the organization explained in the solicitation. “However, our direct client is not the individual woman taking a loan, opening a savings account, or taking insurance for the first time – our clients are the network members and other financial institutions that we collaborate with to serve those women.”

Earlier this year, the network introduced WWB Asset Management, an equity fund that aims to increase access to finance for women around the world. Because of this and other new projects, the network wants to promote its own story in a compelling way, it said in the RFP.

The nonprofit plans to give the winning firm a multiyear contract that will begin in August 2012. It will task the agency with providing strategic communications counsel focused on messaging and speaking opportunities. Although Women's World Banking leaders often speak at events, the organization hasn't maximized those engagements to get media coverage, networking, and content development, according to the RFP.

The selected agency will also help the group clearly formulate what it stands for, explain its unique platform, and communicate how it executes that platform. The winning firm will also promote a brand relaunch that is already in the works. Media outreach is also a key part of the contract.

The deadline to apply for the RFP is July 6, according to the solicitation. Women's World Banking did not respond to a request for comment.

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