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Request for Proposal (RFP) for Public Relations Agency - South Korea

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Republic of Korea
Non-Profit
RFP
Download the rfp file: Korea PR Agency - AD - 2017.pdf.

The California Walnut Commission (CWC) conducts marketing activities on behalf of the California walnut industry. Marketing activities are funded by grower assessment and the United States Department of Agriculture's (USDA) Market Access Program (MAP) under the administration of the department's Foreign Agricultural Service. Programs and marketing activities under this program are subject to the regulations and review of the USDA. This Request for Proposal (RFP) contains all necessary information for a firm to formulate and submit a proposal for the public relations portion of this account.

California walnut kernels (shelled walnuts) are allowed to be imported to Korea at the present time tariff-free. Inshell California walnuts are allowed to be imported into the market and are subject to a 27% tariff.

The California Walnut Commission has been conducting public relations activities in South Korea since 1995 under the MAP and its predecessors. The objective of these activities is to increase the consumption of California walnuts in Korea. The CWC is seeking a public relations agency partner with a proven track record for creative excellence in strategic program development and execution. The public relations agency will conduct multi-channel programs to raise consumer awareness and respective purchase of California walnuts. Core functions include but are not limited to: selection of target audiences via an integrated media mix of print, advertorial, outdoor and digital advertising, media relations, content development for Korean web site and social media platforms, consumer marketing, brand building, recipe development, science communications, opinion leader outreach, as well as coordination of events and contests.

This RFP is limited to South Korea and subject to the Market Access Program (MAP) regulations. This RFP is initially for the marketing year beginning January 1, 2018 and ending December 31, 2018. The initial contract can be extended for two marketing years beyond the first year based upon mutual agreement between all parties. After a total of three years the project must be re-bid.

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