WASHINGTON: BOMI International, a nonprofit that provides educational courses for workers in the property and facility management professions, has hired ICF International as its PR AOR as it works to launch a credentialing program early next year.
ICF's contract is worth $300,000 and will run through June 2014.
BOMI CEO Jeffrey Horn said he believes ICF is the first PR AOR the group has had in its 43-year history.
The agency hire comes as ICF is trying to “strengthen our position in our marketplace,” he added.
The firm will develop a strategic communications and marketing strategy including material development, possible homepage updates, increased digital outreach, paid media, and message creation for the organization's sales force.
The agency believes that expanding BOMI's digital capabilities is especially important as more working professionals turn to online courses.
“Being able to reach BOMI's current and new customers online is very key,” said Selena Ramkeesoon, VP at ICF.
The agency will also help BOMI launch its high-performance credentialing program in January 2014. The initiative will target professionals working in buildings developed with environmental stability or energy efficiency in mind.
“We felt ICF was in the best position to give us the push we need when this program rolls out and then the ongoing marketing support needed to get the widespread attention from clients we believe it should have,” Horn said.
The firm's scope of work also includes creating marketing collateral, media buys, and launching an overall awareness effort to drive traffic to BOMI's website.