PR & Communications Partner

Project period: December 1, 2026 – June 30, 2027. Budget: $85,000 (including both professional fees and campaign production and execution).

About the Project

Anandibai: A Philadelphia Icon is SAADA’s initiative to connect the story of the first South Asian woman physician with Greater Philadelphia’s South Asian communities. Born in 1865, married on her ninth birthday, pregnant at 12, and losing her child at 13, Anandibai Joshee turned personal tragedy into her inspiration. Through sheer determination, she pursued her dream of becoming a doctor so she could serve other South Asian women “who would rather die than accept care at the hands of a male physician.” In 1886, she achieved that dream, right here in Philadelphia. All South Asians in Greater Philadelphia should know Anandibai’s story and feel pride in our community’s rich history in the region.

As a Philadelphia-based nonprofit and the nation’s leading source for South Asian American history, SAADA’s mission is to ensure that South Asian American stories are preserved, cared for, and accessible to everyone. We’re looking for a PR & Communications partner to help us increase awareness about SAADA and Anandibai among Greater Philadelphia’s South Asian communities by partnering with us on the three components listed below.

Scope of Work

• Component 1: Research & Landscape Analysis
  • Review of existing SAADA brand and messaging materials, Anandibai project materials, and current outreach channels—email, social, events, earned media
  • Baseline research on awareness of SAADA and of Anandibai Joshee among South Asian communities in Greater Philadelphia
  • Landscape scan of the region’s South Asian communities: cultural and faith institutions, national-origin and language-community associations, professional networks, student groups, and ethnic media across Greater Philadelphia
  • Identification of key moments, partners, and platforms (civic, cultural, media) to anchor SAADA’s outreach efforts
• Component 2: Campaign Production & Execution
  • Production and execution of a targeted paid media campaign that raises visibility and awareness of SAADA and Anandibai among Greater Philadelphia’s South Asian communities
  • Creation of campaign messaging and press materials: key messages, boilerplate, press kit, and media training for SAADA staff
  • Building a Greater Philadelphia media list spanning general-market outlets, South Asian and other ethnic media (regional and national), health and medical press, and history/culture outlets
  • Proactive pitching and placement, including a proposed target for earned media placements over the project period
  • Media and communications support for public-facing moments tied to the project (unveilings, events, partner activations), including on-site press coordination and day-of support
  • Support for partner and coalition outreach—helping SAADA approach, brief, and activate community, civic, and institutional partners as campaign amplifiers
  • Coordination with SAADA’s channels (website, email newsletter, social media) to drive measurable list growth and donor acquisition
  • A regular working cadence with SAADA staff, monthly reporting against goals and objectives, and responsiveness to time-sensitive opportunities
  • Ongoing PR & communications support through the conclusion of the project period on June 30, 2027
  • Assessment of campaign performance and handoff of media relationships and contacts developed during the campaign
• Component 3: Long-Term Strategy Development
  • Development of a long-term regional PR & communications roadmap for SAADA extending beyond the Anandibai project, covering positioning, priority audiences, annual moments, and a phased set of recommendations
  • Recommendations on how SAADA positions itself regionally as a Philadelphia institution, alongside its national role as the leading source for South Asian American history
  • Reusable templates and playbooks (pitch templates, press release formats, event communications checklist) sized for a small staff
  • Presentation of findings and roadmap to SAADA staff and board of directors

Goals and Objectives

Increase awareness and recognition of SAADA and Anandibai Joshee among Greater Philadelphia’s South Asian communities, and convert that awareness into durable relationships with SAADA.

Success will be measured both quantitatively and qualitatively, including:

• New Philadelphia-area subscribers to SAADA’s email list
• New regional SAADA members and donors
• New and deepened relationships with community and institutional partners
• Participation in public-facing moments tied to the project
• Earned media placements
• Inbound media inquiries received by SAADA
• Referral traffic to SAADA’s website and Anandibai project pages from the Philadelphia region
• How Anandibai’s story is understood as a Philadelphia story
• The durability of partner relationships
• SAADA’s increased capacity to conduct regional outreach

Proposals should include other goals and objectives you would use to measure the success of the partnership.

Qualifications

• Partner must be based in Greater Philadelphia or have a strong history of working in the region
• Experience with place-based or civic history campaigns, ideally tied to commemorations or public history moments
• Experience with mission-driven, cultural, or nonprofit clients is a plus
• Existing knowledge of Greater Philadelphia’s South Asian communities is desirable

Budget & Partnership Structure

SAADA has allocated a total budget of $85,000 for this engagement, which covers professional fees and campaign production and execution. Proposals should include:

• A budget breakdown that maps to these two categories
• A recommended fee structure for the “professional fees” portion (flat fee, monthly retainer, or phased) tied to the scope of work
• Whether the estimate reflects standard commercial rates, or includes any nonprofit discount or pro bono/reduced-rate time (SAADA is a 501(c)(3) not-for-profit)
• A general estimate of how the “campaign production and execution” budget would be allocated based on the proposed strategy, with the understanding that this may be refined in partnership with SAADA
• Payment terms (e.g., monthly invoicing, milestone-based payments)