The Win
In June, Fleishman-Hillard in Washington, D.C., was selected as the agency of record for American Legacy Foundation, a national anti-tobacco organization funded by the $206 billion master settlement agreement achieved between the tobacco industry and 46 states.
Main Competition
Fleishman competed with several other agencies. Information on the other agencies was not available.
Pitch Team
Paul Johnson, regional president and senior partner; Martha Boudreau, SVP; Eileen Marcus, SVP; Barbara Shipley, SVP; and Emilio Pardo, SVP.
Assignment
American Legacy, formerly known as the Master Settlement Agreement Association, was looking for a communications firm to provide strategic counsel and ongoing PR support for its foundation board.
Specifically, the foundation needed an agency to provide crisis communications, event planning and Web promotion for its anti-tobacco initiatives.
Ultimately the organization will select at least two other agencies to handle its marketing/advertising campaigns and research projects.
To get the word out to agencies, American Legacy has relied heavily on the Internet. All of the requests for proposal (RFPs) are promoted online, agencies must submit their proposals to American Legacy's Web site at www.americanlegacy.org and all inquiries have been handled via online Q&As.
A marketing agency is expected to be selected this week.
Homework
Fleishman's team completed a six-page questionnaire that focused on a wide range of PR skill sets, including:
- the agency staffing expertise with contingency and crisis communications planning;
- the agency's ability to work with and its accessibility to different constituent groups on public health causes; and
- the agency's track record with elected officials on health initiatives.
Presentation
Shortly after submitting the questionnaire, Fleishman met with American Legacy to discuss its responses. Unlike a formal agency presentation, this meeting was informal and spontaneous, says Martha Boudreau, Fleishman's SVP.
During the meeting, the agency overviewed its outreach strengths and crisis communications expertise. Its agency- of-record experience with the Campaign for Tobacco Free Kids and the Office of National Drug Abuse Policy was a definite branding plus, says Boudreau.
Pitch Tips
Although the agency selection process was fairly straightforward and quick, Fleishman had to choose its words wisely and be able to brainstorm communication ideas quickly.
Throughout the process, Fleishman never had any indication of how well they were doing or how strongly they were being considered.
In spite of this "shot in the dark" process, Fleishman focused on:
- assembling a team that had impressive senior-level talent;
- highlighting the agency's tobacco branding expertise; and
- developing effective branding and positioning strategies.
The Internet has been a tremendous vehicle for selecting agencies, says William Furmanski, American Legacy's PR and events manager.
Agency stakes are high. American Legacy has a $300 million marketing budget. The search is underway to select an advertising agency. Fifty to 80% of American Legacy's overall marketing budget is earmarked for advertising and marketing campaigns.
The online RFP search for an advertising agency initially generated interest from 40 organizations and was recently narrowed to four agencies, including Arnold Communications in Boston, Kirshenbaum Bond & Partners in New York, Messner Vetere Berger McNamee Schmetterer in New York and The Richards Group in Dallas.
The Internet has been particularly effective for promoting agency requirements, posting inquiries/updates and keeping the overall process fair, says Furmanski.
With minor tweaking, the organization will continue to use the Internet to promote future marketing requirements and possibly grant opportunities.
After American Legacy has selected all of the agencies it plans to use, it will meet individually with those that weren't chosen to discuss their weaknesses and strengths.
(Fleishman-Hillard, Eileen Marcus, 202/828-8886; American Legacy, William Furmanski, 202/454-5560)
Fleishman-Hillard (Washington, D.C. office)
Founded:1985
Revenues: unavailable
Employees: 100-plus
Healthcare Clients: Campaign for Tobacco Free Kids, Office of National Drug Abuse Policy, Society of Thoracic Surgeons, American Legacy
Web site: www.fleishman.com