Request For Proposal
for
Marketing and Public Relations Services
OVERVIEW:
This is a request for a marketing and public relations proposal for LabLearner, a division
of Cognitive Learning Systems, Inc., with a focus on public relations.
The proposal should incorporate the development of a public relations plan and the
following activities: media relations, expert sourcing, relationship building with
appropriate centers/professional and political contacts of influence, and public relations
activities that support overall marketing messages for LabLearner.
There will be several unique opportunities for LabLearner in 2012.
We anticipate these activities would include the following:
•
•
•
•
•
•
Arranging local media coverage (in targeted areas) for interviews and appearances
Identifying and training key spokespersons from our company
Identifying key organizations to which our personnel should belong/be introduced to
Identifying possibilities for speaking engagements and appearances
Using social media to encourage and maintain a LabLearner community
Leveraging already established connections to produce sales (examples: NCEA, HHMI,
etc.)
• Identifying additional public relations opportunities within the designated budget
ABOUT US
Overview:
LabLearner is a 100% research-based, hands-on system of preK-8 science education that
includes a fully equipped in-school laboratory, complete curriculum including all
assessments, on-line parent and teacher resources, and teacher professional
development.
Developed by Cognitive Learning Systems (CLS), in conjunction with practicing scientists
and educators, LabLearner is based on national and state standards and is designed
around nine Scientific Themes that spiral throughout the LabLearner preK-8 curriculum.
(Please see attached doc with video ideas/LabLearner overview concepts for more
information.)
Our reach:
LabLearner provides innovative science education products and services to PreK-8
schools. There are currently over 75 schools and more than 37,000 students using the
company’s curriculum and laboratories across the United States. We have recently been
approached by a major publisher in Singapore (consistently ranked #1 in science/math
education) to collaborate on a new project with the Singapore Ministry of Education.
Our customers:
LabLearner currently focuses on private schools, both charter and catholic (no union).
Primary target market:
 PreK-8 administrators
 PreK-8 teachers
 Parents
Secondary target market:
 Professional/Political contacts interested in partnering as a sales partner, funding
source, or potential customer
Competitors:
Science kits (example: FOSS) – Science kits are easy for union/non-unionized teachers to
purchase for their class and do not replace their current curriculum, are cheaper (they
are not an entire program, not real science equipment, and do not include training or a
lab – etc.), and have been hugely funded by government.
MARKETING/PR PRIORITIES:
 News bureau: press releases/story pitches
 Expert sourcing: Leverage Dr. Verner as an expert education industry spokesperson
for media opportunities
 Coalition building
 Aid with social media, advertising, marketing, etc. This can be flexible with budget.
THE PROPOSAL:
Proposal should include:
•
•
•
•
•
Recommended key messages, primary program elements and evaluation criteria
Estimate to develop a marketing and public relations plan
Detailed budget and timeline
List of proposed team members
Brief case histories that illustrate ability and experience in small business in relevant
industry (I realize that small businesses focused on education are minimal)
• Explanation of agency’s billing procedures including rates, mark-ups, etc.
Proposals will be evaluated on:
• Demonstrated expertise in and understanding of small business, (science) education
in the US, and opportunities for LabLearner
• Understanding of and ability to meet our goals and objectives (awareness and sales)
• Ability to increase both awareness – and sales – for LabLearner in 2012
• Ability of proposal to be executed within budget
The proposal should be based on a monthly budget of less than $5,000.00 for fees and
expenses.
QUESTIONS:
Please call Emily Verner at 215.264.1397, or email emily@lablearner.com, if you need
additional information or have any questions.