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Requests for proposals (RFPs) have been getting a bad rap, lately—being referred to as outdated, impersonal attempts to easily evaluate dozens of potential marketing agencies.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.
- 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
- Portfolio and/or Case Studies
- Recommended Solution
- Description of Process & Deliverables
7. COMPANY CONTACT & PROPOSAL DUE DATE
Who we are
Gravitate is a full service, in-house digital marketing and design agency with over 17 years of experience in the creative industry. We develop integrated marketing solutions that drive business and boost revenue. Nearly 90 percent of our featured website projects began with an RFP.
Whether you’re a new marketing manager seeking guidance or you are simply tired of attracting agencies that don’t mesh with your culture—come learn more about RFPs and how best to make the most of your role when working with an agency.