Gov't boosts bond budget to dollars 33m

WASHINGTON: The Department of the Treasury's Public Debt Bureau is issuing a solicitation for a dollars 33 million marketing program - nearly a tenfold increase in the program's budget from the previous contract.

WASHINGTON: The Department of the Treasury's Public Debt Bureau is issuing a solicitation for a dollars 33 million marketing program - nearly a tenfold increase in the program's budget from the previous contract.

WASHINGTON: The Department of the Treasury's Public Debt Bureau is issuing a solicitation for a dollars 33 million marketing program - nearly a tenfold increase in the program's budget from the previous contract.

The goal of the five-year, multimillion-dollar effort is to increase sales of US savings bonds and public awareness of TreasuryDirect, which encourages investors to purchase securities and hold onto them until maturity.

According to the notice of intent, the 'effort may require the development of targeted, integrated marketing campaigns including, but not limited to, public relations, all forms of advertising, media relations, and constituency relations.'

Contract specialist Mike Cundiff said the program is not new, but was previously valued only at dollars 3.5 million. It was held by The Ball Group, a marketing firm in Lancaster, PA, and, before that, Kershner & Co., a now-defunct Virginia advertising agency.

However, Cundiff said TBG's contract came to a natural end on September 30, the end of the fiscal year. He was unable to explain how the new budget ballooned to dollars 33 million, but no doubt more agencies will pay attention to his call for proposals.

One source speculated that the previous campaigns' use of public service announcements as a primary vehicle for marketing was no longer effective and that the agency now has to turn to paid media to generate sales.

Cundiff, who hopes to post the entire RFP this month, said details of the solicitation are being worked out, including such areas as minority set-asides.

While this is one of the larger RFPs issued by the government, a question always remains when there is a change of administration. Further, no government account guarantees spending the full amount.



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