Not sure where to start with your RFP? We outlined a template for you!
Below is a template outlining the information requested and questions we recommend asking to give you a full scope of a company’s capabilities.
Request for Proposals
Start with the invitation and set your expectations. Below is an example of how you could formulate this:
Provide a company brief to tell potential vendors about your company’s vision.
Scope of Work
The scope of work further details exactly what you’re looking for. For best results, you’ll want to be specific about the types of expertise you need to fill strategic gaps and what type of outcomes would indicate successful partnership.
Below are examples of responsibilities you could expect:
Manage day-to-day optimizations and monitoring of campaigns across platforms including, but not limited to:
Apple Search Ads
Other PPC networks
Facebook Ads (includes IG) (Optional)
Create compelling assets and copy for all platforms.
Outstanding copywriting and creative concepting is a must.
Provide ongoing research and reporting of analytics, industry trends, and competitive incursions.
Enact campaign optimizations, structure and bid strategies that maximize budget and down funnel actions
Complete daily reporting of campaign spends, impression volume, clicks, conversions, and additional insights for optimization.
Give regular strategic guidance on platform changes, digital marketing trends and creative opportunities that align with the brand.
Bring creative ideas that help [Company] stand out from the competition and own the space.
It’s helpful to share your media budget. This helps vendors understand the scope of work better and gives them a head start at organizing a winning strategy for your team.
Potential Conflicts of Interest
Understanding your partner is essential. By discussing conflict of interest early on you’ll be able to quickly assess if a vendor or agency can work for you.
Agency Review Process
Be clear about how your agency review process works. Explaining the expectations up front and providing a schedule helps keep everyone on track.
Below is an example timeline:
Agencies confirm participation and return signed NDA [Day 0]
Company provides full RFP document [Day 1]
Round 1 written response due [Day 10]
Company selects finalist(s) and notifies agencies [Day 12]
Finalist(s) granted view access to Company platforms [Day 12-13]
Discovery interview with Company team [Day 15-Day 20]
Round 2 written or presentation response due [Day 25]
Agencies present to Company [Day 27 – Day 34]
Company makes selection and notifies agencies [Day 37]
Agency begins work with Company [Day 47]
Agency Evaluation Criteria & Questions
Below are examples of evaluation criteria and questions you can ask to get the most out of your RFP. Note that you should provide a due date for this criteria.
Round One: Please submit via email by EOD [Day 10], a written proposal that addresses the following.
1. History and experience
2. Services and capabilities
3. Management bios
4. Agency size and org chart
5. Current and past clients
Proposed Team & Approach
6. Strategic and day to day approach to digital marketing services
7. Preferred technology and platforms
8. Relationships with Google, Facebook, Microsoft
9. Typical onboarding process and time to ramp new clients
10. Preferred communication style and cadence
11. Case studies for past digital marketing campaigns that drove results
12. Examples of superior ad creative, particularly SEM ad copy
13. Any awards/accolades and special certifications
Proposed Fees, Timing, & Terms & Conditions
14. Proposed compensation structure and fees
15. Company billing policies & terms.
Round Two:Please submit via email, by EOD [Day 25], a written proposal and/or presentation that addresses the topics outlined below. We are flexible on presentation format. Please also submit a proposed Master Services Agreement and Scope of Work at this time.
You will be invited to present the proposal to [Company] the week of [Day 27]. The time allotted will be 60 minutes for presentation, with 30 additional minutes for Q&A if needed.
Strategy and Management Capabilities
1. Strategic approach to Company digital marketing – for example, organization of SEM campaigns and targeting strategies, competitive landscape review of opportunities and risks, etc.
2. Creative approach by platform for our brand
3. Measurement and testing methodologies/metrics
4. Reporting approach and data connection points
5. Names and bios of specific team members who will manage our account
6. Onboarding plan for first 30-60-90 days of account
7. References (current and relevant to our business, with contact details)
Proposed Fees, Timing, & Terms & Conditions
8. Proposed Master Services Agreement
9. Proposed Scope of Work
Company Contact for Questions and Submissions
Finally, add the contact information for the person who will handle the questions and submissions for your RFP.
Congratulations, you’ve drafted an RFP!
You may not use every recommendation from this template but we hope it helps you organize your thoughts! Do what’s best for your company and just remember to make your expectations clear, ask questions, and provide timelines. The agencies responding to your RFP want to present you with a winning strategy!