WASHINGTON: The Corporation for Public Broadcasting plans to hire a firm to support its American Graduate: Let’s Make It Happen initiative, which is aimed at keeping kids in school.
The organization is looking for an agency to develop strategy and carry out a national communications campaign to make the issue of high-school drop-outs more widely understood and to connect students with solutions. The effort, which should include "disproportionately affected" groups, would recognize local leaders and encourage individuals to become "American graduate champions" in their communities, according to search documents.
The organization is looking for a firm to provide services including media relations and publicity, social media, celebrity endorsements, seasonal campaigns, message and partnership development, and national community-based events.
The Nine Network in St. Louis, Missouri, and "issue experts" from Civic Enterprises will also work with the selected firm, according to the documents.
The winning agency will be responsible for creating a national communications and marketing plan and a nationwide American Graduate Champions Leadership Awards campaign that will include at least one annual event, according to the RFP. The firm will also be charged with connecting early childhood education programs with American Graduate "as part of a long-term solution to the dropout challenges."
The Corporation for Public Broadcasting is requiring the account work to be based in Washington, although the winning firm does not need to have its headquarters there.
The contract will run for one year with two one-year renewal options. The RFP did not disclose an anticipated budget.
Proposals are due by July 24. A representative from the organization was not immediately available for comment.