Marketing Intelligence

Project Overview: RFP to Compete for a PR Account

A strategic public relations firm

sought assistance for preparation of an RFP to compete for a new account in an unfamiliar market category

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gathered comprehensive secondary research on the cosmetic injectables market including products, procedures, pricing, and trends

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reviewed financial analyst reports on the industry sector and competitors

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contacted trade associations and government agencies for quantitative information

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compiled and analyzed customer psychographics and demographics, including frequency of use and spending

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synthesized and reported key findings to provide substance and weight for the presentation

Result
The client overcame the difficulties of being new to the category, impressed the prospect with a strong proposal and creative presentation, and won additional opportunities to compete.

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