I. INTRODUCTION
HEB Grocery is the leading grocery retailer in Texas, with more than 340 stores in more than 150 communities. HEB stores provide the leading brand name products as well as its own high quality and affordable own brand products. HEB has many sub-brands within its parent brand like Hill-Country Fare, Hill-Country Fare Essentials, HEB, HEBuddy, GTC, and Central Market.
HEB has tremendously grown within its over 100 years of business. It has opened 12 new stores in Texas in 2012, and 13 new stores in 2013. It has been able to accomplish this because of its family-oriented corporate setting, its competitive prices, local foods (produce, dairy, and meat), and its award-winning customer service.
II. PURPOSE OF THE RFP
HEB intends to use the public relations consultants in order to learn the behavior of customers using and not using HEB brand products versus name brand products and their opinions towards those brands. Also to understand why customers choose name brand products versus HEB brand products and vice-versa.
The objectives to be achieved by the public relations consultants are:
- To determine the behavior of customers towards HEB brand products
- To determine the behavior of customers towards national name brand products
- To determine the cause of customers choosing name brand products versus HEB brand products
- To determine what specifications/qualities HEB brand products need to meet for customers to purchase them
- To generate ideas and opportunities for HEB to increase their brand name product sales
III. ESTIMATED BUDGET AND CONTRACT
HEB is seeking a long-term relationship with the public relations consultants; the initial term of this contract will be six months. Consultants shall provide estimated costs for labor, equipment, and materials, and all other expenses related to this project.
IV. SEARCH PROCESS AND TIMELINE
All proposals will be thoroughly analyzed by the Corporate Communications Department, Marketing Department, and the Vice-President. Finalists and the final decision of the selected proposal will be notified via email according to the timeline below.
Timeline:
Deadline for proposal – November 25
Finalists selection – December 16
Finalists challenge – December 30
Final decision of proposal – January 6
V. CAPABILITIES/QUALIFICATIONS
HEB is seeking a full service public relations agency that has the capabilities and qualifications to develop strong and successful strategies and research to determine and meet HEB’s objectives. Specifically, the agency should have proven capabilities and qualifications in:
- Research methodologies
- Relevant experience of the firm’s proposed project management team
- Successful completion of assignments similar to this request or industry
- Community relations
- Ability to develop and deliver creative and innovative ideas and solutions
VI. PERSPECTIVE ON THE CLIENT’S CHALLENGES AND OPPORTUNITIES
Based on your understanding of HEB and its products, provide some perspectives on the key challenges and opportunities we face promoting and selling our name brand products.
VII. KEY STAFF
Please provide the following for all team members assigned to this project:
- Resumes
- Bios
- Relevant work experience to this proposal
- Three references
VIII. CASES RELEVANT TO THE PROPOSAL
Please provide at least two case studies that best illustrate your ability to effectively manage companies’ own name brand products to increase favorability and sales.
IX. REQUIREMENTS OF THE PROPOSAL
- Consultants will provide ideas and solutions to increase the reputation and sales of HEB brand products using the objectives provided above.
- Consultants will describe the approach and tasks (research methods) to be undertaken in order to successfully complete the requested work.
X. SUBMISSION REQUIREMENTS
Proposals should be limited to 10 pages, double-spaced, and must be submitted in PDF format electronically to corpcom@heb.com by 12am EST on November 25. Supporting material, if any, must be sent with the proposals at the same time. Please use the subject line “HEB RFP” when submitting your electronic proposal.