Request for Proposal (RFP): PR Contractor for NW Cider Association
The Northwest Cider Association (NWCA), seeks to enhance prestige and sales of NW cider through increased media coverage. This project-based, grant-funded campaign totals $19,000. The campaign runs through 2025. The target audience includes: cider consumers and cider curious shoppers, culinary tastemakers and craft beverage industry professionals, as reached through local and national media outlets. NWCA is a non-profit trade association that supports cidermakers in OR, WA, ID, MT and British Columbia.
Overview
Working with the NWCA, develop a strategic media outreach campaign that boosts awareness of and demand for NW cider. Secure high quality media coverage for NW cider during the campaign, with a focus on increasing visits to cidery locations and building long lasting relationships with food and beverage influencers. Reports to the NWCA Marketing Director.
Goals and Objectives:
-Increase local and national media coverage about NW cider/NW cidermakers.
-Establish relationships with key media and food/beverage contacts.
-Recruit media to up to 4 key events in 2025.
Success Metrics
Measured by frequency and quality of media placements, audience reach and engagement levels.
Scope of Work:
-Collaborate with the NWCA to develop and execute an innovative media outreach strategy.
-Create relevant press pitches and offer creative story angles for specific outlets/writers.
-Manage media relations for up to 4 NWCA events in 2025.
-Serve as a contact for media, as needed and assigned.
-Monitor industry media coverage and provide strategic recommendations for improvement.
Internal Resources
Access to event details, industry data and member information, as needed. Additional fiscal support of select stipend funding to entice media and support their time/travel.
Budget
Total budget for the PR effort is $19,000.
Questions for applicants:
1. Summarize why you are interested in and a good fit for this role. Please note any experience with the beverage industry or culinary background. Provide relevant specific examples, including: earned media and existing media contacts that will help you to succeed.
2. Describe your project management and campaign execution approach, including how you would oversee the scope of work outlined, over numerous events within budget parameters.
3. What methods will you use to achieve PR results that meet NWCA goals and objectives? Please share examples of creative ideas you may have for PR that will earn increased NW cider awareness.
Submission:
Submit your responses, resume and any additional work samples no later than 1/8/25.
Selection Criteria
Submission will be evaluated based on:
-Experience in media relations for similar organizations/industry
-Demonstrated success securing media coverage
-Proposed strategies and objectives alignment
-Creativity in approach
-Cost-effectiveness
Preference will be given to contractors in Washington with PNW experience.
Timeline
RFP open: Through 1/8/24, or until filled.
Interviews: Beginning 1/13/25
Start date: 1/27/25
We look forward to receiving your proposals and exploring how your expertise can help advance the goals of the Northwest Cider Association.
About Northwest Cider Association
Founded in 2010, Northwest Cider Association (NWCA) is a trade association non-profit nearly 100 cideries strong, representing makers in Oregon, Washington, Montana, Idaho and British Columbia. NWCA’s mission is to nurture the community, economy, and ecosystem of a thriving cider culture for members and consumers by supporting businesses, inspiring quality, and telling the story of Pacific Northwest cider. For more information, visit nwcider.com and follow @nwcider on social media.