By Greg Hazley
The trade group for U.S. cosmetology schools is reviewing its U.S. PR account with an open RFP through May 6.
The American Association of Cosmetology Schools, which represents about 1,100 institutions in the U.S., retained a national research company in 2009 to gauge the perception of careers in beauty and wellness, finding that negative views centered on poor stability and lack of steady income, to name a few.
The group, based in Phoenix, responded that year by creating Beauty Changes Lives, a marketing push highlighting industry success stories, and is seeking a PR agency to bring the campaign national through mainstream media relations, social media and other digital tools. So-called “Generation C,” the “connected” generation dubbed by Booz and Company, is a key target.
The association plans a base contact with a $5,000-a-month retainer. It has an independent PR consultant for internal PR who is staying on.
Download the RFP (DOC).
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