You’re starting a new marketing campaign, and your organization requires an RFP (request-for-proposal) to contract a marketing agency.
In theory, RFPs are a straightforward process. You announce your project, describe what it entails, and receive bids back from companies that can do the work for you. But when it comes to consultative or creative projects, it can be challenging to get responses you actually want.
These projects are often comprehensive and subjective, and many organizations struggle to clearly express what they need in RFPs, making it difficult for suitable agencies to provide a thorough and insightful proposal.
However, we’re here to help! We’ve seen our fair share of RFPs — the good, the bad, and the ugly — and we’ve discovered four key steps you can take to guarantee you’ll get the right response.
First, avoid the temptation to pull out an old RFP and instead outline your team’s expectations for this project from scratch in a statement of work (SOW).
Start with a blank document and make a list of the following:
Be as explicit and detailed as possible. Don’t worry about formatting or language at this stage; this SOW is simply for your team’s internal use.
Once this step is complete, take time to review with your team. Go over each item and consider past projects. What worked well last time? What would you do differently this time? Is anything missing? Make adjustments to reflect what you’ve learned.
You may be thinking, “This is a lot of work upfront...” Yes, it is! However, internally establishing clear expectations for your project will help bidding companies clearly understand what they can provide you. After all, it’s nearly impossible for others to understand what you want when you’re not sure.
Sidenote: getting clear on your budget from the beginning is crucial. Even if you don’t want to hold yourself to an exact amount, knowing and providing a budget range will ensure you don’t waste time gathering responses that will never work for you. You’ll get the best bids early instead of waiting for competition to create it for you.
Once you’ve finished creating your SOW, you’ll have an outline to follow when writing your RFP. The key is to take that content and turn it into language that people outside your organization will easily understand.
You’ve already done the hard work of explicitly and precisely stating what you’re looking for. Don’t undo this work by using overly formal language or too many internal acronyms. Just keep it simple (we know you likely have to include legal language for compliance, but everywhere else, do your best to avoid unnecessary jargon).
Remember to be consistent throughout the entire RFP. For example, if you describe your goal in the SOW section one way, but change the wording in the last section, bidding companies will struggle to understand what you really want, which limits you from receiving the best possible responses.
Lastly, avoid redundancy where you can. If you’re providing a framework for responses, make sure it’s logically progressive and doesn’t repeat any requests for information. Show bidding companies you respect their time and efforts by eliminating redundancies.
By using universal language, staying consistent, and avoiding repeat questions, you’ll help bidding companies know exactly what you expect from this project. In turn, you’ll get bids from companies that can provide exactly what you’re looking for, saving yourself time by not having to read responses that don’t meet your expectations.
At this point, you’ve outlined expectations for the outcome of the project. But what about your expectations for the team that gets you there?
Often, the goal of an RFP process is to create a competitive environment for bidding companies in an attempt to get work at the lowest price However, it’s important to remember that the lowest bid may not result in the best results or a productive partnership. Sure, the work will get done, but how well, how efficiently and how easily? It’s therefore incredibly important to feel confident in and connected to your chosen agency, which is why we suggest making a list of your desired attributes in a partner. Everyone has their work preferences, and a similar communication style or team culture can be the difference between a great experience and a wrong choice. Here are a few examples of attributes that may make your list:
If you're not directly involved with the contracted team, gather insights from those who will be. Their perspectives can be invaluable in shaping your criteria list. Collaborate with your procurement department to balance these qualitative aspects with budgetary considerations. Remember, in consultative or creative projects, the synergy and coordination of the team often outweigh pure cost concerns.
Armed with this list, you'll be better equipped to assess which team aligns best with your project's needs and values, ensuring a more successful engagement.
You’ve poured hours into writing this RFP. You’re ready to hit that publish button. We’re here to tell you to resist the urge and hit pause instead. It’s time to review and revise.
If you’re getting flashbacks to math class and the teacher is telling you to “check your work” before turning in your test, that’s exactly what we want. While every step in the RFP process is important, this step is truly critical.
Things like typos, formatting errors, or inconsistent language can prohibit great agencies from responding to your RFP. Remember, you’re not just requesting bids, you’re setting the tone for what working with you will be like. Taking the time to correct the little things shows you care about your work and who you’ll be working with. Answering an RFP shouldn’t feel like solving a riddle.
Make sure to build time for review into your RFP drafting process. Set aside a few days before the publish date. Use this time to walk away from your draft and come back to it with fresh eyes. Have other stakeholders review it as well. You’ll likely catch things you didn’t see before and create the best possible version of your RFP, resulting in great responses.
There’s no way around it: RFPs are a lot of work. But it's better to make time upfront for the right process than waste your time later as you read worthless responses. So, write an internal SOW, list your desired attributes in a partner, keep your RFP content simple, and don’t forget to review and revise! You’ll receive the right response and achieve great results with the right agency.
Don’t forget, if you’re looking for help with a consultative project, we’re here for you. Take a look at what we do or contact us if you’re ready to work together.
