Writing your RFP
Requests for proposals (RFPs) have been getting a bad rap, lately—being referred to as outdated, impersonal attempts to easily evaluate dozens of potential marketing agencies. And we agree: A restrictive, vague, cookie-cutter RFP is worthless and does not warrant a response. However, an astute RFP can be a great first step in a long-term collaborative relationship between agency and client.
RFP Template
1. OVERVIEW
- One paragraph stating who you are and what you do.
- List the URL (or URLs) that you want redesigned.
- List any other services you may need, such as brand identity (visual and/or messaging), digital marketing ( SEO, SEM, PPC, etc.), copywriting and/or designed content, photography and/or videography, public relations, website hosting and maintenance.
2. MARKETING GOALS
- List your company’s sales and marketing goals. (generate leads, facilitate sales, reinforce relationships, increase orders, etc.)
- Explain how your website fits into your overall marketing program. What are your primary marketing pursuits and how will they integrate with the website?
- Explain your frustration with your overall marketing program and your current website.
3. MARKETING BASICS
- Explain the state of your current brand identity and advise if you have a style guide.
- List your key messages
- List your key audiences
- List your key competitors
- Indicate the quality of your current website content, and explain your content capabilities. Do you have in-house copywriters, photographers, editors, etc.?
- Explain any other in-house (or outside consultants / marketing partners) capabilities for design, development, or other relevant skills.
4. WEBSITE GOALS
- List your quantifiable goals, such as traffic, conversions, etc.
- List your qualitative goals, such as brand awareness, lead quality, etc.
- List any known functionality needs, such as an open-source CMS, integration with a CRM, etc.
5. TIMELINE & BUDGET
- What event, business condition or sales window will inform the optimal launch date?
- What return on investment do you require? What is your budget range?
6. PROPOSAL REQUIREMENTS for AGENCY’S RESPONSE
- Capabilities
- Team
- Portfolio and/or Case Studies
- Recommended Solution
- Description of Process & Deliverables
- Timeline
- Pricing