Request for Proposal: Red Ventures, one of the nation’s fastest-growing private
companies, seeks media relations firm
RFP acceptance period
From: 08/5/2008
To: 08/29/08
Purpose
This request for proposal is issued by Red Ventures, one of the nation’s fastest-growing
private companies, according to Inc. Magazine. Red Ventures is seeking a mediarelations firm to increase awareness of the company among local and national media, and
among talented potential employees in technology, marketing and sales.
Red Ventures Overview
Red Ventures, based in Charlotte, N.C., is a rapidly-growing online marketing company
that generates new customers for partner companies in a variety of vertical markets,
including home services, consumer services, financial services, business services,
automotive, education, and home remodeling. Among Red Ventures’ business units are
the nation’s largest and fastest-growing DIRECTV dealer, a leading marketer of ADT
home security services and the direct-to-consumer marketing partner of SIRIUS Satellite
Radio.
Red Ventures is not an agency or consulting firm. Its business model blends online
prospecting with consultative phone sales, converting leads into new customers for its
brand partners. It takes on 100% of the marketing risk – its partners only pay when a new
customer is delivered. Each day, Red Ventures generates more than 1 million marketing
impressions and talks to nearly 15,000 customers. The business model is scalable, and
Red Ventures is growing rapidly as a result -- it was ranked fourth on the 2007 Inc. 500
list of fastest-growing private companies and has had revenue growth of nearly 6000%
over the past three years.
Red Ventures prides itself on its unique, entrepreneurial company culture. It combines a
casual atmosphere with a fast-paced, numbers-driven mindset. Potential employees are
vetted in lively thumbs-up, thumbs-down debate sessions, where years of industry
experience are less valued than aptitude and cultural fit. Technology is key – proprietary
tracking and reporting systems enable split-second decision making and optimization of
marketing programs. Flat-screen scoreboards throughout the company’s large, loft-like
space provide an up-to-the-minute reminder of how every aspect of the business is
performing, and offer ample fodder for wagers, jokes and general competition among
employees.
Red Ventures has an unusually deep leadership team for a company of its size. Five
members of its management team hold MBAs from the Harvard Business School and two
from the Wharton School of Business. They have extensive leadership experience with
organizations including GE, Bank of America, Home Depot, Bain & Company, the
National Basketball Association, and the National Security Agency. Visit
www.redventures.com/leadership.html to view management profiles.
In 2006, Red Ventures founded a charity, Lives Linked, which uses the company’s
expertise in technology and online marketing to improve the child sponsorship programs
of international aid organizations.
Red Ventures has more than 450 employees in Charlotte, North Carolina; Dallas, Texas;
Miami, Florida; San Juan, Puerto Rico; and Guatemala City, Guatemala. The company is
projecting 50% growth in its workforce next year. For more information, visit
www.redventures.com.
Challenges




Telling our story, which is rather complex, in a succinct and compelling way to
the right media outlets.
Making the media aware of our leadership team’s expertise in entrepreneurship,
online marketing, technology and related topics
Increasing recruitment of strong employees, particularly in web development,
web design and online marketing. Red Ventures needs to be perceived as an
employer of choice in the Charlotte area and throughout all regions of the country
in these fields.
Red Ventures has created a unique and successful business model – not an online
lead generation company, not a phone sales center operation, but a singular
combination of the two. We would like to create awareness of our status as
market leaders/pioneers in the customer acquisition marketing space through
publicity in national business publications, books and case studies.
Objectives



Generate interest in Red Ventures among national general news, business and
marketing-related media outlets, as well as local media outlets
Increase awareness of our customer acquisition capabilities among potential brand
partners in our existing vertical markets and target markets.
Increase awareness among job seekers to drive recruitment in the following fields:
o Web development
o Web design
o Online marketing
o Management and operations
o Sales



Build perceptions of Red Ventures as an expert in the field of online and
technology-based marketing, among media and trade associations such as:
 Direct Marketing Association
 American Marketing Association
 Interactive Advertising Bureau
 Search Marketing Association of North America
 Other relevant organizations
Enable speaking opportunities for Red Ventures’ business leaders at professional
associations, conferences and universities
Create awareness for Red Ventures’ corporate citizenship efforts, specifically
Lives Linked
Agency Selection Criteria




Depth and breadth of media contacts
o Experience placing clients in national media venues as well as media
contacts within the Charlotte and Southeast region
o Ability to garner placement for Red Ventures within relevant industry
publications and blogs (online marketing, lead generation, technology,
direct marketing)
Experience working with clients in online marketing, technology and related
fields
Demonstrated understanding of our business, culture and goals
Cultural fit and like-mindedness
Required Proposal Components






Agency history and experience
Agency size
o Number of full-time employees by function
 Executive
 Sales/account management
 Writing/design/production
2007 net fees
Key clients, including top 10 current accounts in net fees/month
Typical or average account size, in net fees/month
Relevant experience with:
o Direct-to-consumer marketing companies
o Online marketing/technology companies
o Major home, business and consumer service providers (DIRECTV, ADT,
SIRIUS, etc.)
o Mid-sized growth companies






In-depth case studies and samples of previous relevant work – including both
national and local (Charlotte/Southeast) media placements
Proposed methodology for approaching Red Ventures’ specific challenges and
objectives
Biographies of key agency personnel and their specific areas of responsibility in
managing the Red Ventures account
Billing policies and pricing structure
Standard client agreement/terms and conditions
Three current references, relevant to Red Ventures’ business, with contact
information
Decision Process/Timeline






8/19/08 – Q&A conference call for interested agencies
8/29/08 – All proposal materials must be postmarked no later than this date
9/2/08-9/5/08 – Proposals reviewed by Red Ventures
9/8/08 – 3-5 finalists will be notified of their selection
9/15/08-9/19/08 – Finalists will present proposals in person at Red Ventures’
Charlotte headquarters
9/23/08 – Agency selected
Terms and Conditions of Proposal Submission
All agency responses are confidential. Red Ventures owns all of the artwork,
photography and other source materials produced by the selected agency for Red
Ventures’ account. Final selection of an agency is pending a successful review of the
agency’s contract terms and conditions.
Services sought for this RFP
Media relations/public relations
Contact Information
Marshall Reiffsteck
Red Ventures
15009 Lancaster Highway
Charlotte, NC 28277
Email: mreiffsteck@redventures.com
Phone: (704) 971-4369
www.redventures.com