press

Advertising agencies like Barefoot are constantly filling out requests for proposal, or RFPs, with the hope of winning new clients. But once a year, Barefoot turns the tables and invites a group of prospective clients to complete an RFP for the agency.

The prospects? Non-profit organizations committed to making the community a better place to live.

And why would they want to complete Barefoot’s RFP? Because each year the agency awards two $25,000 advertising services grants —? winning one can be a huge help for any non-profit organization looking to boost its profile and further its goals.

“We’re always fielding RFPs from clients and prospects; it’s how they qualify us. We figured, ‘What better way to get good non-profit clients?’ An RFP allows you to organize your ideas and demonstrate your best thinking,” says Fran Dicari, a partner at Barefoot. “This way, before we award our grants, we make sure the organizations are serious about advertising. We want our creative work to be as effective as possible… so the groups get the biggest possible benefit from the strength of our ideas.”

In this, the second year of the grants, the winners are two groups making a positive difference in the region: the Literacy Network of Greater Cincinnati and the Second Chance Horse Rescue. The grant to each will be applied to the development of creative advertising and other marketing communications designed to build awareness in the marketplace for the organizations.

Dedicated to furthering literacy development in the schools, the workplace and the community, The Literacy Network of Greater Cincinnati (www.lngc.org) was a finalist for a grant last year when the group first applied. This year the Network applied again and won.

“We’re thrilled that Barefoot chose our organization to receive one of this year’s grants to develop a public awareness campaign that will make us more visible within the community,” said Stephanie Graves, executive director of the Literacy Network. “Barefoot is a creative and innovative group, and we look forward to partnering with them to make more people aware of the crucial importance of literacy.”

“It’s startling to realize how serious a problem illiteracy continues to be for business and society”, said Dicari. “Our goal is to build awareness of the Literacy Network and attract volunteers. We know our creative work can help make that happen.”

The Second Chance Horse Rescue (www.secondchancehorserescue.com) earned the other Barefoot grant. Second Chance provides a safe haven for horses that can no longer be cared for by their owners. Horses rescued or donated are given a home free from the risk of auction houses or slaughter until they are adopted by families or individuals. “I was delighted that Barefoot chose Second Chance Horse Rescue for one of their advertising grants. We’re looking forward to working with them to develop advertising that will help us with our fund raising,” said Howard King, president of the organization. “We feel the opportunity to team up with Barefoot will enable our group to grow to the next level… to help us save more horses than ever before.”

“We have several staffers who volunteer for animal related causes, so in some ways this grant was a natural for us. We’re excited about what we can do for them,” said Dicari

“There were so many worthy causes to choose from,” said Dicari. “We found it tough to narrow it to two. The finalists met our criteria and they had leaders with passion and vision. It’s a winning situation all around — “these organizations receive advertising that can make a real difference in their efforts and we get to help causes we believe in while doing work that allows us to showcase the power of our award-winning creative.”

Literacy Network of Greater Cincinnati, Stephanie M. Graves, Executive Director, 513-621-7323

Second Chance Horse Rescue, Howard King, President, 513-755-3191