RFP: Public Relations Council of Alabama Logo & Tagline Refresh

August 31, 2018  |  News

The Public Relations Council of Alabama (PRCA) is looking to refresh its branding. The organization is now accepting proposals for a new logo design and tagline.

The Public Relations Council of Alabama (PRCA) is the state’s longest operating and largest group of public relations practitioners. The organization exists to further the professional and networking interests of today’s public relations and communication professionals in private, public and nonprofit businesses and organizations. With approximately 450 members in six Alabama chapters – Birmingham, East Alabama (in Auburn), Mobile, Montgomery, North Alabama (in Huntsville) and West Alabama (in Tuscaloosa), the organization celebrated its 60th anniversary in 2017. Along with networking, PRCA offers career development opportunities, mentors college students and works to improve the professionalism of public relations practice through its accreditation program. PRCA is a part of the Southern Public Relations Federation (SPRF), a network of public relations professionals from Alabama, North Florida, Louisiana and Mississippi.
Our membership ranges from seasoned professionals through those just entering the field, with the majority female (approximately 88 percent). Members represent nonprofit, education, healthcare, chambers of commerce, agencies, manufacturers, government, small businesses, media, churches, real estate, tourism, engineering service, banking/credit unions, utilities,
restaurants, consultants and solo entrepreneurs. Job duties (titles) of our members range from public relations, communications, marketing, media relations, social media, public affairs, brand digital design, etc., followed by owner, vice president, director, specialist, coordinator. Many also are one person departments, and PRCA provides them with a sounding board and access to mentors and advisors.

The Public Relations Council of Alabama is committed to PROMOTING professional and ethical practice, DEVELOPING the potential of current and future practitioners, BUILDING a community of professionals and ADVOCATING for the profession through effective member action and volunteer leadership.

As you can see by the embedded logo, it’s been a few years (even decades) since the PRCA logo was touched outside of the 60th anniversary edition (included above). Rather than lose 60 years of branding and recognition, we want to keep our name and:

  • Redesign the logo
  • Incorporate a tagline/anthem and
  • Create a new pallet of colors

While we want something modern, engaging and vibrant – something that would potentially be relevant for 5 to 10 years. The logo must work in a variety of modern formats online and in print, in a vertical and horizontal format.

The logo and tagline will appear in/on:

  • Social media channels – Facebook, Twitter (and in the future, possibly Instagram, LinkedIn and YouTube)
  • Website (www.prcaonline.com)
  • Signage and event banners
  • Programs
  • E-newsletters
  • Specialty items
  • Business cards

The national Public Relations Society of America has become a significant competitor for some chapters. Other challenges include budgets and work demands.

PRCA is inviting you to submit a proposal for this project no later than Monday, Sept. 10, with final work completed by Wednesday, Nov. 7. Proposals should be no more than two pages excluding budgets, timelines and references, and should include previous logo design work. The state board transitions in December, and we would like to launch the brand in November so it is in place prior to the 2018-2019 transition.

Sept. 10: RFPs Due
Sept. 28: Project Awarded
Oct. 23: Initial Designs and Tagline Due (requesting three options of each)
Sept. 31: Feedback on Initial Designs
Oct. 23 – Nov. 7: Tweak and Finalize Design, Font, Color(s) and Tagline

PRCA will offer the results of two surveys, helping to identify the direction of brand refresh, strengths and possibly key words and/or phrases used when describing the organization. The first, will be completed by current board of directors and the rebranding committee members, and is comprised of open ended questions aimed at direction, colors, key words and phrases. The second, sent to the entire membership, includes questions to determine why our members join, level of experience and also includes a few open ended questions.

Proposals can be submitted with a flat fee or hourly rate but not to exceed $1,500.

Selection Process:
The winning proposal will be solely selected by the Public Relations Council of Alabama’s volunteer board of directors and the branding committee based on a number of factors including price, ability to meet the timeline, experience, references and work samples. Decisions on the final project will be made by the branding committee chairman, 2018 PRCA president and 2019 president.

Branding Committee Chairman/Project Contact:
Please submit your confidential proposal by Monday, Sept. 10 at 5 p.m. to Susan Rak-Blanchard, susan@mobilechamber.com, or c/o Mobile Area Chamber of Commerce, P.O. Box 2187, Mobile, AL, 36652.

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