The purpose of this tool is to help you design a Request for Proposal (RFP) for Ad AgencyServices. An RFP is a formal invitation to request vendor proposals that meet specific business requirements and purchasing criteria.
Agencies (or creatives) interested in pursuing the opportunity will respond with their approach to delivering on your requirements, provide a detailed project plan & budget, and relevant references. An RFP is useful for expediting the contracting process, once negotiations are complete.
How to Use this Template
Complete the following sections with your Ad Agency project team. Cut & paste this information into a document that reflects your corporate image, and deliver your RFP to a short-list of potential vendors for review and proposal submission. The ‘Scope of Work &Business Requirements’ section contains a comprehensive list of potential requirements. Be sure to cut out requirements you don’t need, and add any that are particular to your organization.
[Insert Company Name or Logo]
Ad Agency or Media or Creative or Writer etc [insert category here], Request for Proposal
Table of Contents
Agency Information . Estimated Budget & Resources Required .
1.1 Corporate Overview Provide a description of your organization including company size, locations, current capabilities & systems, stakeholders, expansion plans, and the business goals you are looking to achieve. INSERT OVERVIEW OF COMPANY, including target customers, verticals served, solutions offered. INSERT INDUSTRY OVERVIEW, including competitors, relative positioning, growth opportunities, go-to-market strategies, etc. ROLE OF AGENCY PARTNER: what services you expect the agency to provide. OVERVIEW: insert a paragraph on the key attributes you hope to find in the agency you are hiring, and your reason for hiring.
Primary liaison contact information: Enter Name Email to which questions should be addressed: Enter Email Address
5. Location for presentations: Enter Address, City, State/Province, and Country.2.
Statement of Work
2.1 Purpose The purpose of this Request for Proposal (RFP) process is to invite vendors to submit their proposal to provide Ad Agency and implementation services. This document contains the business requirements necessary for a successful engagement.
2.2 Scope Outline the scope of services, such as:
2.3 Project Schedule This schedule is based on our current timelines, but is subject to change. Project Milestones Deadline RFP Delivered to Agencies June 1 RFP
Question Period Ends July 15
RFP Close Date July 30
Conduct Agency Evaluations September 1
Award Contract to Agency September 30.
Proposal Submission Procedure
3.1 Vendor RFP Reception
By responding to this RFP, the agency agrees to be responsible for fully understanding the requirements or other details of the RFP, and will ask any questions to ensure such understanding is gained. [Insert your company name] retains the right to disqualify agencies who do not demonstrate a clear understanding of our needs. Furthermore, the right to disqualify an agency extends past the contract award period and [insert your company name] will be at no fault, cost, or liability.
3.2 Good Faith Statement
All information provided by [insert your company name] is offered in good faith. Specific items are subject to change at anytime based on business circumstances. [Insert your company name] does not guarantee that any particular item is without error. [Insert your company name] will not be held responsible or liable for use of this information or for any claims asserted therefrom. 3.3 Communication & Proposal Submission Guidelines Communications shall not be effective, unless a specified procurement executive who is responsible for managing the RFP process formally confirms these communications in writing. In no case shall verbal communication govern over written communications. Please submit your proposal by [insert RFP Close Date]. Please send questions and agency proposals to: [Insert contact name & title] [Insert phone/email/fax contact information]
7. [Insert your company name] [Insert department name] [Insert mailing address]3.4 Evaluation Criteria All proposals will be evaluated systematically, based on the following key criterion. The purpose of this section is to identify agencies with the interest, capabilities, and financial stability to provide services as defined in the Scope of Work. Following is a list of our key evaluation criteria:
3.5 Short-list Selection Agencies who have demonstrated their capacity to meet our needs will be contacted via phone and/or mail to be notified of their selection to move forward in the RFP process. Agencies, who have not been selected, will not be contacted.3.6. Term of Service COMPANY wishes to engage agency for a/an ____-year term with a ____-day cancellation provision by either party.
3.7 Conflict of Interest Proposing agencies are asked to certify that they have no conflicts of interest in serving COMPANY. Principal competitors are: LIST COMPETITORS. Additional companies may also be considered competitors, and we ask that you email any questions on competitors if you have them.
8. 3.8 Proposal Presentation Points To keep the presentations focused, we ask that you focus on how you are going to help us achieve the three priorities of our 2017?program, listed below:
3.9 Reference Accounts: Three client references should be provided at the time of your presentation, including: Current contact name, address, phone number and email.
9. Agencies (creatives) must submit the following information to be considered:
5. Estimated Budget & Resources Required All Agencies (creatives) must provide a breakdown of costs related to the services provided. Costs include, but are not limited to, fixed pricing & deliverables, billable hours (time & materials based pricing), travel expenses, etc. Agencies must agree to keep the quoted pricing in their proposals for a minimum of 90 days after proposal submission. Finally, all proposals must include a project schedule & work breakdown structure, which identifies timelines, key milestones, project phases, or other project plan information.
Please let us know if you have positive or negative experiences with this RFP guideline, please send us suggestions for improvement. AdScience
Hiring a new marketing agency, web developer, designer, UI/UX, writer, SEO expert or advertising creative strategist is an investment in time and resources.
Why hire a marketing agency?
Experienced marketing agencies & web developer’s, designer’s, UI/UX’s, writer’s, SEO expert’s or advertising creative strategist’s offer a fresh perspective and can give clients insight into specific customers, products and business. Marketing agencies can remain focused on strategy, creative, etc., while not getting bogged down with business matters. They also provide expertise and support to in-house teams that are working at or above their capacity.
Specialty marketing agencies can add value
In some cases, even when a company has one or more marketing agencies in its network, it may bring in a specialty firm that can help target a specific demographic, such as the Millennial or youth market. A specialty agency can successfully execute a certain type of program proficiently and develop relevant assets. The right agency working within its area of expertise should be able to execute fresh, exciting work with creativity and efficiency.
Marketing agency hiring process
Once the decision to hire a marketing agency is made, the following are valuable steps in the agency hiring process.
Request For Proposal (RFP)
A good first step is for the company to identify and document its needs. Doing this gives a prospective agency insight into the company’s goals. It also can help stakeholders within the company’s organization align on key elements of the program and prevent unmet expectations later. The approach to documenting your needs can vary from listing a few key points written in an email to a detailed Request for Proposal.
A good RFP will outline the following:
Some clients prefer not to provide budget information, however a budget is necessary in guiding the agency to develop feasible solutions to the company’s marketing challenges. Agencies will spend a great deal of time and energy responding to an RFP, therefore potential clients should be clear with the agency about the following:
If an agency may not be hired as a result of the process
If funding has not been approved for the agency’s proposed projects
Research Potential Agencies
There are a few ways to research potential agencies. You might network within your organization or research trade publications. When you identify a potential candidate, you should have an initial phone interview with the agency to discuss your project and the agency’s capabilities.
As you conduct this interview, consider the following:
Provide the RFP
When selecting agencies to respond to the Request for Proposal, be available to discuss it with each agency. Remember, the more details you communicate about your project, the more likely the proposals will fit your needs. Give each agency or supplier a reasonable RFP due date of at least two weeks.
Evaluate the Agency Proposals
Plan to review agency proposals in-person or via phone conference, allowing the agency to present the proposal and not just email it to you to read. Criteria for evaluating proposals should be identified in advance and consistently applied to each agency. This typically includes agency expertise, topline concepts, ability to execute, how the program will be measured, budget analysis and other factors specific to the project.
Hiring the agency typically involves signing a service agreement, agreeing on a payment schedule and having a kick-off meeting.
Hire a Marketing Agency
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Social Media Promotions
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Social Media Advertising
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Mobile Marketing Tour
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