REQUEST FOR PROPOSAL

Transcription

1 REQUEST FOR PROPOSAL IABC Design Primer Use of imagery for marketing communications April Situation The International Association of Business Communicators (IABC) is a global community of more than 10,000 communication professionals representing diverse industries and disciplines. We connect communicators with a global and local network, career opportunities, resources and knowledge. Our members are professionals who practice with integrity and passion; they are at the forefront of the communication profession. In June 2015, a Global Brand Taskforce of association members launched a new brand for IABC. Full adoption of the brand across the world is still continuing. Comprehensive brand guidelines were created to support the brand adoption (see Appendix 1 Brand Guidelines document). The association s Communication Committee is looking to further strengthen the guidelines with additional guidance on our selection and use of imagery. We are not seeking to change or replace the current brand guidelines we are seeking to strengthen them by adding another level of detail. We are looking for a creative agency to provide pro-bono support in exchange for recognition and exposure to the top 1,000 leaders of our 10,000 communication professional members worldwide and the organizations they represent. 2. Objectives In October last year, the Association approved a new communications strategy. At the heart of this new strategy is the aspiration for IABC communication to demonstrate the power of its profession. To achieve this, content in all its various forms needs to be of the highest possible standard. There must be a shift from promotion to emotion meaning messages should not be merely transactional in nature but connect on a deeper level by inspiring, challenging and informing IABC s audiences. A one-page summary of the strategy is included (Appendix 2). To genuinely connect and engage, there needs to be a sense of authenticity about the Association s communication. In terms of imagery, this means using photographs and illustrations from stock image libraries with great care. Unfortunately, many of these are often bland, unrealistic or undifferentiating. Budgets do not stretch to commissioning expensive photo shoots on a regular basis or commissioning illustrations. Therefore, those creating communication across the IABC need help and guidance to choose imagery that supports the Association s new strategic direction. Create a short, accessible guide to help people across the association choose appropriate imagery that supports our strategy. This guide should: Be professionally produced and a great example of the IABC brand in practice Demonstrate a clear extension of the existing brand work

2 Be applicable across a global organization Include practical, real-life examples of theory in practice 3. Audience The users of this guide will be many and varied. IABC consists of more than 100 chapters and seven global regions, each of which carry out communication of various levels and types. This may include websites, e- newsletters, print publications, social media postings, display banners, and more. While our membership is made up of communication professionals, not all may have skills or competences in design and branding. The guide will need to be simple enough for a novice to find useful, while also providing adequate detail and direction for a more sophisticated user. 4. Deliverables We require a short (2-3 page), accessible guide in a PDF format to help people across the association choose appropriate imagery that supports our strategy. These guidelines should not be lengthy or complex. Readers are unlikely to be trained graphic designers or picture researchers. The guide should cover: Examples of inappropriate and appropriate photography and illustrations Helpful dos and don ts when choosing imagery Guidance on commissioning photography shoots Guidance on commissioning illustrations Using imagery effectively on the screen or page crops, combining imagery and type Hints and tips on sourcing photography cost-effectively e.g. creative/innovative stock image libraries Useful links to online resources for photography and illustrations. Some of this guidance will be standard best practice. However, much will be specific to the IABC and its objective of conveying a greater sense of authenticity, realism and emotion in its visual communications. The guidelines should clearly show what s not appropriate: Highly stylized, unrealistic or mock imagery Stereotypical or clichéd imagery, especially those that employ overused metaphors

3 They should show examples of images that are appropriate: Realistic, credible and believable Emotive imagery that conveys a genuine feeling or mood, even if subtle and understated Unexpected, surprising or imaginative imagery that prompts the viewer to take a closer look. Some images should be shown in mock-ups of marketing materials e.g. conference promotion. For examples of current IABC materials, go to and/or look for IABC chapters and regions websites. The agency should draw on its own knowledge and experience of best practice in picture research, commissioning photography and its usage when developing these guidelines. In particular, they should include general advice on model release waivers and usage rights. The guidelines will be used worldwide. Consideration should be given to portraying the Association as a worldwide, multicultural organization without resorting to tick box imagery that conveys diversity in a contrived or fabricated way. 5. About IABC The International Association of Business Communicators is a global network of communication professionals committed to improving organizational effectiveness through strategic communication. Established in 1970, IABC serves more than 10,000 members in more than 80 countries. IABC offers its members programs that provide education, knowledge and recognition. IABC s strong sense of community, loyal following and the fact that it is considered a trusted source of knowledgebased information are part of what differentiate it from competitors. Members come from a wide range of professions such as public relations, corporate communications, public affairs, investor relations, editing, training, advertising, photography and video production, government relations, marketing communication, community relations, writing, stakeholder engagement, employee engagement, graphic design, human resources, teaching, media relations, internal communications 6. Agency Benefits We are happy for the guidelines to be co-branded and for the final document to include the agency s contact details and a short overview of their services. We will also include the agency s name and logo on IABC chapter and region letter communication announcing the launch of the guide, and on the leader website: Leader Centre.

4 7. Timeline March Request for Proposal initiated 20 April RFP deadline 4 May Agency selected 30 May First draft provided by agency to Communication Committee 6 June Feedback provided to Agency 20 June Final document produced and delivered by Agency 8. Requirements IABC is seeking an agency size is unimportant - with solid experience in bringing a brand to life. In response to this RFP please provide a statement that includes: Experience and expertise in brand implementation Any past work with IABC, either at the international or local level (not essential but we are interested to know) Samples of work Client references along with contact information Please respond to this RFP by Friday 29 April, 2016 at 11.59pm Pacific Daylight time. Please ensure your proposal is no more than 10 pages. Send your proposal and inquiries to Melissa Dark, Director of Global Communication, mdark@iabc.com. Attachments: Appendix 1: IABC Brand Guidelines (see separate attached PDF) Appendix 2: IABC Communication Strategy, one-page summary (see next page)

5 IABC Communication Strategy, one-page summary The next few years can be viewed in two ways as a struggle for survival in a competitive and demanding marketplace, or as an exciting and unique opportunity. Membership associations around the world are struggling to remain relevant and commercially viable due to the countless ways professionals can now connect with each other, receive support and promote their disciplines. However, there is good news. The value of communication in business and society has never been better understood. Communicators are playing an increasingly strategic role inside their organizations as the business community recognizes that success hinges on having a clear, credible and differentiating message. So, despite a tough market, there has never been a better time to promote our profession and connect with communicators. To help in this task, we have a new vision for non- member communication to demonstrate the power of our profession. Our aim is to ensure IABC materials express the best of what we do. Now, before embarking on a communications initiative, we will look first to best practice to where the bar is set. This will require a strategic shift in content, tone and style. The content we create and curate will be less about the Association and more about communication. We will own the authoritative line on the state of our profession. Our content will inspire, challenge and inform. There will be less commentary and more hard data. Our mission will be to tell strategic advisors something they do not already know. We need to be clearer about exactly who we are targeting. When marketing our offering, we will be less functional. Our messages will move from promotion to emotion, using clever language and authentic imagery that connects on a deeper level. Normally, this would require budget and resources that a membership body simply does not have. Once again, there is good news. Due to the thousands of individuals and agencies that support the IABC, we have an army of experts to help. We will seek innovative ways to harness their talents without compromising our impartiality. We live in a world that is social and collaborative; where young developers solve problems in hackathons for large commercial enterprises free of charge. We will play in this space, attracting problems-solvers with a brand that is global, not-for-profit and aspires to do good. To become more agile and make best use of our limited resources, we will establish a newsroom structure where content is planned and briefed weekly. Each month, there will be an international version of this meeting helping to share great ideas and bring greater cohesion and alignment to IABC communication worldwide. We will treat our brand as IBM or Kinsey treats theirs. Handy one-page guides will help everyone promote and protect our name. Communication will be measured by a set of key performance indicators. Targets have been set. Our progress will be brought to life visually with a quarterly scorecard. This will be shared with everyone who has responsibility for communication worldwide. We will all pull in the same direction and all benefit from the resulting success.

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