INDIANAPOLIS: Kiwanis International has hired Edelman for a major long-term effort to increase membership and raise its brand awareness worldwide.
It expects to spend several million dollars in the next 10 years on the branding campaign, which also will involve some advertising by local chapters.
The group has 600,000 members today and wants to reach 1 million members by 2015.
"It's principally a PR campaign," said Jennefer Pursifull, director of marketing. "We certainly believe that a strong brand campaign supported by a strong PR effort is a key part of achieving that 1 million goal."
Edelman's efforts will begin in North America and expand to Asia and Europe over the next 18 months.
Edelman was selected from three finalists. The search lasted nine months. Pursifull would not name the other finalists, but did specify that Kiwanis sought a firm with an international network.
Edelman has a core team of four to five people on the account, but expects as many as 14 to work on it in some way, said Randy Pitzer, deputy GM, business marketing, in Edelman's Chicago office.